What do you do when online marketing fails?

When online marketing fails, analyze your strategy, review analytics, consider customer feedback, and be willing to adjust your approach. If needed, seek expert advice, reassess your budget, and remember that persistence and adaptability are key.

When online marketing fails, it's often as a result of many factors which needs to be addressed in holistic approach. Like Mike Tyson will say, "everyone has a plan till they get pounched in the face". So what do you do when you get pounched? 1. Study the insights you can get from your campaign 2. Be very clear on what failed exactly, was it the strategy, limited marketing resources etc 3. Then you will need to set a new plan and make sure you have the resources to execute it. Set smart goals, ensure there is consistent measuring and evaluation ongoing, will suggest weekly

There’s no lack of goals in digital marketing. What I’ve seen more of is a lack of collaboration where all tactics operate in silos: - PPC targeted towards ROAS therefore bidding mostly on own brand terms. - Paid Social focused on conversions, therefore spending more on retargeting at stupidly high frequencies. - Affiliate discounting at unprofitable levels and damaging brand equity because it converts better. - CRM sending emails twice a day because it’s “free” but not taking into account the time cost of creation and scheduling. A good digital marketer needs to be consumer oriented in order to balance brand and commercial goals. It means bringing all channels together to drive incremental performance for the business.

Success of any campaign, largely depends on, how effective your feedback mechanism is, and how efficiently you are implementing those feedbacks, because customer always look for value for money, if you are able to communicate that well, but not focusing on customer feedback, then no marketing tactics will work ever.

To find your ideal customer, talk to your existing customers! Survey customers that made high value purchases, or customers that consistently return. Why do they love your product and what problem does it solve for them? Using this information you can begin to build your ideal customer persona and then marketing audiences that reflect similar needs and wants.

Not understanding your audience is why most marketing fails—whether you're marketing online or somewhere else. How can you address someone's struggles and claim to have the solution, if you don't truly understand where they're coming from. That's why the very first step of any marketing campaign has to go back to basics—who is my ideal client? what are they struggling with? how does my solution differ from the thousands of other potential solutions out there? Once you understand those crucial points, it becomes much easier to craft messaging to meet people where they are (niche down so they know who you're talking to!), build trust over time, and eventually convert them into paying customers.

It shouldn’t fail. That means you didn’t do it properly. Either the website wasn’t effective enough or the digital marketing management fell short. The good news is there people like me and my agency out here that really know how to do this.

I've been saying this for years (probably 25+... yeah I'm that old;), that it's not the demographic but the psychographic profile of your prospective customer that you need to be concerned with. Everyone's busy talking about Gen Z, millennials etc. but the psychographic and underlying emotions that tie a person to a specific category that they belong to should be the primary focus when it comes to your marketing messaging. Every buying decision is made on an emotional level and backed up through logic and reasoning. A lawyer identifies with other attorneys thinking "what would my peers do if presented with the same opportunity...?" From buying cars, to watches, to a house or a boat. They make buying decisions based on emotions.

That might sound sacrilegious, but sometimes you miss out on important touchpoints if you run an online-only strategy. I had a client in the footwear industry who was complaining about high attribution costs. As it turned out two of the most important touchpoints were Print and TV. The average age of the customer was 55 years and especially users close to 60 only had two relevant touchpoints: TV and print. What I want to say is: yes we live in an online world, but you should approach your audience without an existing preference for one particular channel. Just because Google Analytics says that a customer came through Google Ads or Facebook, doesn't mean that those channels were the ones driving the purchase decision.

Content is not just about talent but also a structured approach to fit with your customer persona Use AIDA-R model to create your content don’t just push your theme to fit all audiences

You can do it better using the writing tools. If you’d like to enhance your online content strategy, I’m bringing these tips and tools: 1) Use "Google Analytics" to analyze and understand your web traffic; 2) Adopt "Grammarly" to ensure well-written and error-free content; 3) Employ "SEMrush" to refine your SEO strategies and keywords; 4) Explore "BuzzSumo" to identify trends and inspire your content; 5) Implement "Chatbot.com" for intelligent audience interaction and automation.

Embrace a culture of experimentation by trying out new approaches based on the insights gained from the analysis. Implement A/B testing to explore different ad formats, messaging, or targeting strategies. Experimenting allows you to discover what resonates best with your audience and refine your online marketing efforts accordingly. Remember, failure is a stepping stone to success, and by iteratively experimenting and adjusting, you position yourself for improved outcomes in future campaigns.

If your strategy fails, it could be due the next things: 1. You don’t know how to use well digital tools 2. You don’t make any optimization process. To prevent these mistakes you should do: 1. Check the ways you can improve the digital tools management, using apps and tools like key dashboards, kpi’s and other apps like analytics, metricool. 2. Review the target process into social and searchers tools using google console, Semrush, seo ranking. 3. Analyze variables such: CTR , impressions, frecuency… 4. Implement optimize process for paid digital campaigns and content for SEO.

I think this is the most important part of marketing nowadays. It’s not about telling people why your brand is so amazing - all brands are. Focus on problems people have and solve them. Before you start thinking about channels and metrics, think of what story you tell and why it is important to the target group.

A mistake is not to have specific landing pages for specific campaigns/target groups on the website with specific information, a call to action, and contact/buy possibilities. Linking simply to the homepage and letting prospects try and find their way is a huge turnoff.

That is why customer journey design is so important. A poor UX reflects on how on how consumers perceive your brand. And even a simple thing like a landingpage can make or brake your online marketing succes. UX starts with designing the 'perfect' (if there is any) customer journey and design content accordingly.

No matter how good your marketing is, if your product or service is subpar, you will ultimately fail. Marketing should focus on the strengths of your product while truthfully delivering on expectations. Over-promising and under-delivering will result in high churn rates, even if you consistently bring new clients on board. This approach is not conducive to growing your company. To achieve growth, ensure that your users and customers have a great experience with your company and its products or services. Only then should you focus on marketing.

Keep it simple and impactful. Your user has less than 10 seconds to decide how deeply they will engage. First and foremost visuals need to speak directly to customers' needs and be eye-catching. Have one clear call to action and ensure that every click after makes sense to the user. Simplify the process for them. Nurture the journey with persuasive content and incentivize actions.

Besides having a clear value proposition, you also need to express the positioning - pretty much express what's the competition you are in. Then clearly stated value proposition has even higher value.

Measuring should be set up before marketing to track effectiveness and make data-driven decisions. This way you can make changes already while the campaign is running and see what works and what doesn't.

Frequent testing is crucial in online marketing due to the ever-changing algorithms and user behavior. User behavior can also shift rapidly with trends and tech advances. This continuous process of testing and refining ensures your marketing strategies stay effective in the evolving digital landscape.

An often overlooked aspect of online marketing success is continuously testing and refining your strategies. It’s not enough to set SMART goals, understand your audience, and create quality content. You also need to embrace a culture of experimentation. Regularly testing different aspects of your online marketing, from email subject lines to landing page designs, can provide invaluable insights. Use A/B testing, user feedback, and analytics to see what works best. This iterative process ensures your strategies remain effective and responsive to changing audience behaviors and market trends.

One thing for Linkedin ads in particular is that there are better ways to extract and view the data to give insights on where to spend more time. By company size, by geography, and by industry are big ones.

Tracking! Tracking! Tracking! Once your analytics are setup properly, it is much easier to determine why you have had a hiccup in your marketing. Whether it’s bounce rates, lack of click-thru’s on CTA’s, little to no page scroll or even losing someone at checkout, your analytics is your best friend when things aren’t going as expected.

Consider that all marketing channels do not operate in a silo. Each marketing channel should help boost the ROI of another channel and thus improve total marketing efficiency with each new addition.

Analyze your data. Once you have identified the problem, you need to analyze your data to understand the root cause. This may involve looking at your website analytics, social media metrics, and email campaign results.

Even with clear goals and audience, sometimes your marketing could fail. One reason could be budget constraints, poor execution, ignoring performance data and changing market conditions. - if budget is low, scale your marketing efforts, you can’t do all - test and iterate what you are doing, check your data -make sure you validate constantly audience and market

When it comes to online marketing, it's not just about setting SMART goals, but also about effectively measuring success. Without proper measurement, even the most well-defined goals can lead to ambiguous results. It's crucial to have robust metrics and analytics in place to accurately track progress and evaluate the impact of your marketing efforts. This means going beyond surface-level metrics like impressions, page views or followers, and diving into deeper insights such as engagement rates, conversion rates, and tracking the quality of traffic to the point of sale. By doing so, you can make informed decisions, refine your strategies, and ensure that your online marketing not only reaches but also surpasses its intended goals.

In my experience there are two reasons digital marketing fails: 1) The products/service is undifferentiated for competors it's a "me too" proposition at a "meet too" price. So companies work should differentiate their offerings from competitors. It will lay the foundations for success. 2) Lack of realistic expectations. Check for example: - Is pricing realistic for the market? - Is the anticipated gross profit realistically aligned to marketing costs? - Is the market too small? (Is there even a market in the niche?) - Is the digital marketing campaign optimized to reduce costs per sale? - Can the market be reached? (Some markets e.g. construction seem to require sales staff or classical marketing rather than digital marketing.)