Marketing Strategy Not Getting Results? Here’s Why
You’ve put time, effort, and money into developing a marketing strategy, but it doesn’t feel as if you’re seeing enough of a return on your investment. What went wrong? One of these four common missteps could be the root of your problem.
- You borrowed your strategy from a successful competitor
It’s smart to check out what marketing strategies and tactics your competitors use. But using those strategies and tactics whole cloth for your own company will make it much harder to differentiate yourself in the eyes of your target audience. What you need is a creative approach that highlights the unique ways your product or service solves your audience’s problems. The strategy should focus on what you do differently—and better—than the competition. Think about Lyft’s ad campaign that focused on safety (and took a shot at the competition) after a growing number of reports accused Uber drivers of assaulting riders.
- You’re paralyzed by perfectionism
The only marketing strategies that work are the ones that get implemented. It’s tougher than it sounds. Many organizations spend so much time trying to develop the perfect strategy and best creative that they end up delaying the implementation of their marketing plan. And while you’re worrying that you haven’t created content worthy of a Clio or a Webby, your competition is in the marketplace making connections and winning business from your shared pool of potential clients. That doesn’t mean you should publish sub-par content—just that content your target audience wants to read, watch, or listen to is good enough. Play the long game and focus on building relationships.
- You think SEO is dead
A lot of marketing “gurus” have declared that SEO is dead. While SEO may no longer be king, rumors of its death are exaggerated. If content marketing is part of your strategy, you still need good SEO to help your content rank higher on the search engines’ results pages. Organic search is still the No. 1 referral data source, directing 2.5 times more traffic than social media (41% for search vs 16% for social). Stay up-to-date on Google’s latest search algorithm (which is changing constantly), do keyword research, and make sure your site is mobile friendly.
- You’re not social enough
While you shouldn’t rely on social media as the primary channel to drive audience to your online content, you do need to promote your site regularly. How else will people know what’s available on your site? When you publish a new blog, podcast, video, or announcement, share it on your social media channels, email an update to your clients and prospects, or try posting your new content on SlideShare. And make sure there’s a link to new content on your website’s home page.