Killing Your Darlings – When a Marketing Campaign Isn’t Working

Small business owners can be pretty excitable when it comes to marketing campaigns. Of course, you want to get your brand story established as soon as possible and watch your conversion rates soar, but many times that leads to overzealousness and unnecessary expenses.

Marketing campaigns are highly complex and involve a lot of pieces that must work together harmoniously. Marketers draw from a deep well of strategies to create a campaign that gets businesses noticed fast, but these campaigns often fail within several months. This commonly happens because of a few simple mistakes that were overlooked. Is it possible for business owners to recognize the individual aspects of a campaign that are broken, and can they be fixed? Discover how to spot the three main signs that a marketing campaign is headed for failure and how to repair it before it’s too late.

Danger_Sign

Tipoff #1: Traffic Is Slowing Down

Keep an eye on the amount of visitors perusing your site. The number should always be rising; anything otherwise could be viewed as a red flag that something is wrong. Though fluctuations are perfectly normal, you should still notice an overall growth. If you don’t see a significant increase in traffic after several weeks, rethink your content. Usually, the culprit for stagnating traffic is the incorrect usage of keywords or using those keywords within stale content. Cross reference your site’s keyword ranking to pinpoint where the problem lies so you can start building a new angle.

The Fix: Reevaluate your keywords and content. You could be using keywords irrelevant to your niche. On the other hand, your keywords could be too popular and have caused your content to become lost in the crowd. Look for industry-specific long chain keywords that don’t have much competition, and use those keywords in interesting ways. Don’t just litter them throughout your content. SEO doesn’t work like that anymore. Create compelling and relevant posts with strategically placed keywords in headlines and body text.

Tipoff #2: You’re Not Getting Many Likes or Shares on Social Media

Your social media campaign is one of the most important aspects of your overall marketing scheme. Unfortunately, many businesses still have not jumped on board. True, there are a lot of social media sites out there that can be viewed as unprofessional and sophomoric, but many of them have grown up quickly in the last year. Social media has become the new way consumers discover, research, and ultimately purchase new brands.

In fact, it’s predicted that within this year, social media will become the new way in which the majority of consumers shop. Bringing your business’s social media campaign up to speed now will prepare it for the coming change.

The Fix: To grow your social media following, you need to be active and consistent across all channels. If you post something on Facebook, Tweet about it. If you use Instagram to promote visual content, make sure it’s connected to your Facebook account. Engage with your customers as often as possible and offer them new types of content to explore. Tweets that feature images receive 150% more retweets, and Facebook posts with images account for up to 87% of all customer interaction. While you’re tweaking your social media campaign, don’t forget to mix in a little fun in the form of pictures, videos, and interactive content.

Social_media_smartphone

Tipoff #3: Your Conversion Rates Aren’t Improving

If you’re not seeing a lot of conversion, it could mean your overall campaign is a bit blasé. This is more common than one would think. A lot of marketing campaigns focus heavily on driving traffic to your site without much consideration towards converting that traffic. Conversion should be of equal, if not more importance than traffic. Of course, generating more traffic can’t hurt, you just need to optimize your strategies that turn “buzz” into “buys.” If conversion rates are low, there’s probably a disconnect somewhere within your content or the website itself.

The Fix: Solving a conversion problem isn’t as hard as it seems, it just takes a little digging. As always, start with compelling content. If your bounce rates are high, it’s probably because your headlines aren’t catchy or your copy doesn’t interest readers right from the start.

You also need to test your page for usability. Learn how to use an A/B testing tool to improve your site. These tools compare two versions of a page to see which one results in more conversions. You should be testing everything on your site using this tool. The more user-friendly your site is, the easier it’ll be for consumers to navigate, which will make them more inclined to take off their hats and stay awhile.

You may want to consider looking into your e-mail campaigns. E-mail marketing is extremely effective, if it’s done right. Learn about your customers and what they want, then target them directly with interesting news or relevant products. Keep it short and simple, but make sure it packs a punch.

EffectiveCTA

Lastly, upgrade your CTAs to convey a sense of urgency and provide understandable directives. If you clearly ask for what you want and give consumers a reason to provide you with it, you should see more subscribers in no time.

The following two tabs change content below.

Jessica Johnson

Jess has been writing (and sometimes illustrating) stories since childhood. She has a background in Creative Writing and Art History, and is always looking for new ways to learn and grow as a writer. She enjoys writing fiction, creative non-fiction, and poetry.

Related Posts:

Share This