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Top 8 reasons digital marketing efforts fail

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Woman is writing digital marketing strategy. (Getty Images)

SAN ANTONIO - With the economy starting to reopen, a lot of local business owners will be launching your summer digital marketing plans. Here are the top reasons why some digital marketing plans can fail bigtime. Read on and you’ll know how to get the most out of your next digital campaigns.

1. Lack of campaign planning around your business goals

The number one reason why some digital marketing failed miserably is that there was no strategy behind it. Running through some marketing activities without proper planning is just throwing good money out the window. The absolute best way to achieve marketing success is to determine your exact business goals and build a digital marketing strategy that will help you get to where you want to be. And it’s a good thing to break down BIG goals into smaller “micro-goals” to make achievement more attainable.

2. Not listening to your customers

When is the last time you’ve talked to your customers? When is the last time you’ve picked up the phone or met them in person and actually talked to your customers and understand what’s going on in their lives and businesses?

Always stay in-touch with your customer base. Find out what their pain points and needs are. It’s critical that you understand them so you can craft your digital marketing messaging and efforts to attract the right people or businesses.

3. Not using the correct type of digital campaigns

Reaching your customers before they need you is good practice. Why? Because when they actually do need you, they’ll remember you - and they’ll call you. But if you’re marketing through a channel that your potential customers don’t use, they won’t get the message.

For example, if you’re offering ice sculptures for weddings, but there are only ten Google searches a month for “ice sculptures,” you can’t rely on Google Ads to bring you new customers. You’d have to use mobile phone digital display ads or OTT digital TV commercials to get in front of consumers who are planning weddings with a message that will make them remember you. It’s important to discover where your audience goes to get information and be in the right place at the right time.

4. Incorrect targeting

Sometimes your marketing doesn’t work because you’re targeting the wrong consumers, or your targeting isn’t narrow enough. You might be using the right channels, but your marketing isn’t getting to the right people. This is quite common with digital advertising.

Modern digital targeting methods make it quite easy to reach the exact group of consumers you want to be in front of. In fact, you can now target consumers by age, gender, interests, credit score, income, housing situation, marital status - almost anything you can think of. Targeting reduces marketing budget waste which is good for your wallet.

5. Not being patient

Sometimes marketing doesn’t work because you gave up on it too quickly. It can often take six to 12 months for marketing to generate results. Why? Your company can’t show up out of nowhere and instantly win new customers. You have to walk with them through the buying journey; be there with them until they trust you enough to buy from you. This doesn’t happen overnight.

6. Your customer reviews are poor

If your business lacks service issues or has a faulty product line, the backlash can often echo in the form of poor online reviews. If you have an average of one-star reviews online, no amount of marketing can help you.

You must listen to your customers and fix the problem first, then start repairing your online reputation by gaining new, positive reviews. Then you can get great results from your digital marketing. Always listen to what your customers tell you when they review you. If anything is wrong, they are tattling on you to your next customers. Always remember this.

7. Digital marketing budget is too low

Having a tiny digital marketing budget is like using a teaspoon of mayo on a 6-foot sub. It’ll be spread so thin, you won’t taste it!

For example, if you want your pay-per-click ads to show high up and often enough for certain keywords, you might have to spend more to get the visibility and click-through-rates you’re after. Hoping won’t get you where you want to be. You can’t expect massive results if you’re not putting in an adequate digital marketing budget to get there.

8. You make it hard to buy

Your business can be awesome, and your marketing might be great, but if you make it difficult for people to buy, they won’t.

How many times have you found a great product online, but didn’t purchase it because the buying process was too difficult? Or how often have you tried to hire a company or get more information, but the process took too long?

We live in a world where people want instant solutions to their problems. You must keep this in mind when designing your buying process. And remember that people (in this new normal world we live in) want to buy in different ways. Some may want to text you, book online, pay online, etc. instead of swiping a credit card.

Don’t ever assume that everyone wants to buy exactly like you want to buy. Everyone is different. Make it easy for everyone to buy from you -- and you’ll get more sales.

Summary: Make sure you plan your digital marketing carefully and use media that makes sense. Digital marketing isn’t rocket science, but it does take some careful planning.

With successful digital campaigns, local businesses can grow their bottom line fast. Our team at Sinclair Broadcast Group and Compulse Integrated Marketing can help your business grow by developing smart digital marketing campaigns based on research and data. Call us today and start your company’s journey. We’ll help you navigate to a successful future in a cost-effective way.

Questions? Call Darrin Cheraso at (210) 377-4721 or email dccheraso@sbgtv.com

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