3 things to consider when your online marketing efforts aren’t going to plan

Sarah Parker's picture
Authored by Sarah Parker
Posted: Friday, October 16, 2020 - 21:24

To market your brand online, you have had to make an investment of both time and money in the hopes that people will be drawn to your company. However, when those efforts aren’t paying off the way that you had hoped, it is easy to feel defeated and wonder where things went wrong. The fact of the matter is that not all marketing strategies are the same, and if you banked on one that wasn’t a good fit for your brand, then you won’t likely see much of a return on your investment, the key is to not get disheartened by it.

Thankfully, a few simple changes might be the answer to your problems when it comes to online marketing. You can always change things up and try a different approach if your initial strategies aren’t quite going to plan. While you should always look to tailor your marketing to your specific audience, there are a few general approaches that you can consider taking to increase your chances of having a successful marketing campaign.

1. Outbound to Inbound

If your initial outbound marketing efforts aren’t paying off, then you might need to consider an inbound approach. While outbound marketing seeks to bring customers in through more traditional methods that might remind one of cold-calling or certain types of interruptive advertising, inbound marketing is a different approach entirely.

When you try an inbound marketing strategy, your goal is to design and create content that brings customers to you as opposed to chasing customers yourself. Many customers find this approach less invasive and much easier to get on board with.

2. Who You Are Targeting

The only way to truly design a successful marketing strategy is to make sure that you know precisely what sort of audience you are marketing to. If you don’t know your audience, then your message might very well be falling on deaf ears. With this in mind, if your online marketing efforts aren’t paying off as you had hoped, one of the first things you should look into is the audience you are targeting and how you are attempting to reach them.

For instance, if you attempt to use social media to reach your audience, are you on the right social media websites? Some demographics are more likely to be on Instagram than on Facebook, meaning that you need to figure out where your target audience can be found.

3. Your Goals

Different marketing strategies are designed to help businesses achieve certain goals. Some businesses are looking to increase web traffic, while others might wish to accumulate more social media followers. If your marketing strategies are not paying off, perhaps you have not defined your goals clearly enough to be able to select the right marketing strategies for your company. If this is the case, take the time to reevaluate your goals so that you can find the right strategies to help you achieve them.

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