Is your website receiving increasing volumes of traffic but still suffering from a low conversion rate? If yes, you need to look at your digital marketing strategy with a fresh pair of eyes to figure out what's stalling your growth.
Digital Marketing is Integral to Your Success
If the proof of the pudding lies in numbers, you can see the advantages of a comprehensive digital strategy from the figures mentioned below.
- Up to 37% of online shoppers use social media for inspiration before making a purchase
- Videos are powerful. 80% of users remember a video ad they saw in the past 30 days
- Over 2/3rd of location-based mobile searches lead to an offline purchase
- More than half of smartphone users have discovered a new brand or product while searching on their smartphone
[Data Source : HubSpot & Lyfe Marketing]
Greater online visibility, a steady stream of relevant traffic, lead generation, and rapid growth in sales – if done right, digital marketing can help your business earn more revenue and gain loyal customers with every passing day.
But therein lies the catch – 'only when done right', digital marketing can take your brand soaring above the competition.
However, designing an effective and dynamic digital marketing strategy is no child's play – and many companies reap little benefit out of their digital marketing efforts despite spending thousands of dollars, leading to poor ROI and limited sales reach.
There's Nothing That Can't Be Fixed
If you can fix a broken heart, you can undoubtedly fix an underperforming digital marketing strategy! But first, it is essential to recognise that your digital marketing strategy is underperforming – which requires you to set the right performance metrics in place, something an expert digital marketing agency can help you with.
Emphasising on the wrong performance metrics can significantly reduce the efficacy of your digital marketing campaigns. For example, focussing on rankings instead of conversions is a common mistake made by some marketers. Instead, by tracking your email click-through rate, telephone, live chat and social media conversions, you can evaluate your best-performing digital channels and invest more in them for better results.
Another common folly is setting lofty goals – which are often impossible to achieve. Remember, digital marketing is not a sprint, but a sustained exercise that yields long-term results. That being said, choosing the right digital marketing tactics is essential, right at the start, but often confusing due to the plethora of information freely available on the internet.
If you are overwhelmed and confused by the sheer abundance of conflicting information about digital marketing – consulting an experienced digital marketing agency in Dubai can help you build a stellar marketing strategy to boost your growth.
Why Your Digital Marketing Efforts Might be Underperforming
If you already have a digital marketing strategy in place, consider evaluating the performance of your marketing campaigns regularly to ensure the results are up to the mark. And, if you find some of your campaigns dragging, you can always look up this list of common issues that lead to poor performance.
Let's dive in.
1. Focusing on Traffic Rather than Conversions
We briefly touched on this point above, when we spoke about using the right metrics to evaluate the performance of your digital marketing campaigns. Here's a little more information on why you should not focus on traffic alone.
As you would agree, a large number of people visit your site every day, but not everybody buys your product or services. That's why – instead of catering to every site visitor, you can create an ideal customer profile based on your conversions and make your website more appealing to those visitors who are most likely to buy from you.
2. Poor Website Design
Did you know that website design is an integral part of your digital marketing strategy? Users hardly take a few seconds to judge your site, based on its design, user-friendliness and page speed. In fact, according to HubSpot, page speed optimisation is the top SEO tactic used for improving site performance.
Besides page speed, you must check whether your product pages are aesthetically appealing, with clear, concise copy and an actionable CTA. This would tell the users about your product and its benefits instantly and also inform them of the next steps they are expected to take.
For local businesses, it is also essential to design a website that is in line with the tastes and sensibilities of the local audience, which means it is better to work with a local design agency than outsourcing your work elsewhere.
3. Tough SEO Competition
SEO can prove to be quite challenging in a highly competitive setting. Yet, to stand out from the crowd, it is essential to optimise your site for SEO while ensuring you rank for the right keywords – which bring you the maximum traffic and ROI. Besides determining the best SEO strategies for your business, you also need to stay abreast of the dynamic algorithms or be lost in the milieu of companies fighting for the digital spotlight.
Working with an experienced digital agency in Dubai will help you fine-tune your SEO strategy by identifying the gaps through a comprehensive audit. In addition, a reliable firm will also advise you on other aspects of SEO to improve your SERPs, as well as engagement, considerably.
4. Not Choosing the Right Campaign Channels
To be seen by your target audience, you need to be present on the digital hangouts of their choice. Therefore, choosing the right platforms to reach out to your ideal customers is vital – and requires a thorough understanding of your audience.
Start by asking yourself the following questions:
- Where do your ideal customers prefer to hang out?
- Do they respond better to a specific type of content – like videos, blogs, ads, etc.?
- What is the demographic that you are catering to?
Based on your answers, you can develop specific buyer personas to create personalised content for every platform and reach out to your target audience effectively.
It's Time For Action
Now that you know the potential reasons why your digital marketing strategy may not be working, it is time to re-evaluate what you have been doing until now and make the necessary changes to fully realise the potential of digital marketing for your business.
At Blue Beetle, we have turned around the fortunes of many companies by implementing well-researched and proven digital marketing strategies for rapid growth and profitability. Get in touch to know more.