8 signs that your marketing strategy isn’t working

Even with the best planning, your marketing strategy could fail.

Digital marketing comprises various online strategies that identify, build and target an audience with the ultimate goal of turning them into paying customers. It includes the following and more:

About 81 percent of shoppers research online before purchasing, so it’s important to know as soon as possible if your marketing strategy isn’t working.

Beyond the obvious drop in revenue or even stagnant revenue, the following eight signs can tell you that a change is needed in your marketing strategy.

Low social media engagement

If your posts on any social media platform are received with crickets, something needs to change. A healthy social media presence is typically indicative of a healthy business. 

Of course, you’ll want to consider not just the content you post but your posting frequency as well.

A social media management tool can help you get organized across platforms, and check out our list of 11 free (or almost free) social media management tools you can try.

Plus, see our 11 expert tips for growing your social media following.

Not reaching your target audience

Your various marketing channels (social media, email and more) could be seeing decent or even great engagement rates, but are you actually reaching your target audience?

It’s important to understand who your ideal customer is so that you can then ensure that your marketing strategy supports reaching and engaging with them. Engagement is great, but are they the type of consumer who will ultimately purchase from you.

Regularly perform an audit of your online targeting. You can gather this information on different platforms through their analytics interfaces or even Google Analytics for your website.

Not sure who your target audience should be? See our seven tips to help determine your target audience.

Feeling overwhelmed or without direction

Digital marketing involves a lot of planning, strategizing, execution and follow-up, so it’s easy to feel overwhelmed. And even if you’re going through the motions and doing everything that you’re “supposed to do,” do you have a purposeful direction?

While you want to be open-minded to new strategies and tactics, you also want to define exactly what you want to achieve and how you’re going to achieve it. 

Refer to your data thus far for inspiration, and check out our seven expert tips to set achievable marketing goals for your small business.

Hesitation to share your website

Whether you like it or not, your website is the online calling card for your business. Are you proud of it? 

If the answer is no, then you definitely want to focus your energy here. Perhaps your website simply needs updated information or a total website redesign.

Audit your website to understand what needs improvement.

And because a majority of website traffic is mobile, check out our 16 tips for a mobile-friendly website that you can explore.

Low website traffic

Of course, every business wants to see a lot of traffic on its website. But if you’re noticing a drop in website traffic or a plateau of low traffic, you’ll want to assess your marketing strategy as it relates to driving consumers to your site.

You’ll want to start with an audit of your SEO practices, as well as how you’re faring with content marketing. Do you have a blog? If so, is it attracting your target audience?

Check out our 19 tips for driving traffic to your new blog.

Low brand penetration

Are you known in your market? Do you stand out from your competition? Do customers understand your brand?

If the answer is “no” to any of these questions, you might have an issue with your branding.

A brand consists of:

  • Visuals, such as colors, logo, images, font, etc.
  • Tone of voice
  • Content
  • Online presence, such as website, social accounts, etc.
  • Influencer and other types of partnerships

The consistency and connection an effective brand can offer builds trust among consumers. About 81 percent of consumers say they need to be able to trust a brand before buying from it.

If you need to reassess your branding or even start from scratch, check out our nine expert tips about branding.

Competition envy

What do you think when you see your competition’s website, ads and social media? If it’s overwhelming jealousy, then you want to take a second look at your own marketing strategy.

Remember to focus on your mission, your target audience and your own goals when your sharing the story of your business. You can leverage inspiration from your competition into your own strategy, but you’ll always be more successful putting that energy into your marketing.

Learn more about what a competitive analysis is and how you can start yours.

Over-budget campaigns

On average, businesses spend about 10 percent to 13 percent of their annual revenue on overall marketing. 

So, there’s something to be said about having a set marketing budget and that at least a portion of that is intended for brand awareness (which is difficult to measure an ROI on).

However, if you find that a specific campaign cost $1,000 (for example), but it only resulted in $200 in sales, you need to ask yourself whether the $800 was worth the potential brand awareness. If the answer is no, then you’re over budget.

You’ll want to assess how you budget for each campaign and monitor your campaign’s performance as it’s happening (not just after it ends) so that you can change anything if needed.

Check out our six tips to maximize your social media advertising budget.

In conclusion

Regardless of whether you think your marketing strategy is failing or not, you can always pivot and change directions.

The key is to be tuned in to what is happening and whether it’s working (or not).

As you’re evaluating your marketing strategy, consider leveling up with DailyStory. Features include automating various marketing tasks, dynamic audience segmentation and more. Schedule your free demo with us today.

Push notification strategy in the works? Here’s what you should consider

Push notifications have come a long way since first being introduced by Apple in 2009. If you have an app, they should be a thought-out piece of your overall marketing strategy in this climate of online noise.

Below are eight things you should consider when developing your push notification strategy to maximize your results:

What’s the point of your push alerts?

It sounds simple, but all too often, we want to run before we can walk in any new campaign. It’s so important to take a step back and outline the targeted audience and goals. 

With push notifications specifically, there are a few different types, such as informative, time-bound or reminder. Knowing who you’re targeting and why will help you decide what mix of push notification types (and even tone) you’ll want to plan for your campaign.

See our seven tips to write an effective push notification.

How personal can your push notification get?

In a world of noise, personalization even in the smallest degree can help you stand out. According to a Delvv study, most people felt push notifications were irrelevant. So often, this is because notifications are not tailored to meet a user’s needs or interests. Understanding your audience so that your message is relevant to them is crucial.

What data do you have on your target customer base? Age range? More one gender or another? In school? Have families? The more information you have, the better you can serve your audience with your overall push notification content.

But can you take it a step further?

According to Braze Magazine, personalizing your message with such attributes as a user’s first name, recent purchases, etc. can increase conversions by 27.5 percent (compared with generic notifications). Also according to Braze, sending different campaign messages to different audience segments can lead to a 200 percent increase in conversions.

Find out if your mobile provider gives you the ability to either segment your audience (so that what you say to one group can differ from what you say to another group) or include personalization code in your message itself (such as a user’s first name). DailyStory is among the platforms that do both.

Timing is everything for push alerts

Have you ever received a push notification in the middle of the night that didn’t irritate you? Most would say no because truly, timing is everything. 

In general, if you’re looking for the best time to send your notification (and not just a non-annoying time), then focus on weekdays between 7 and 10 a.m. and/or between 6 and 10 p.m.

The logic (and the data backing it up) is based on typical user habits: people starting their day and wanting (or are willing) to be informed and people winding down their day and wanting (or are willing) to be engaged before they go to sleep.

One factor to keep in mind is timezones. If you have a global or even a national audience, you must be aware of the time differences you face and how to plan for them.

Can you geotarget your push notifications?

Rank geotargeting up there with personalization because, truly, it is a form of personalization. These days, location-based technologies are more available and commonplace than you might think, and they enable you to get the right message to the right person in the right place. In a nutshell, geotargeting works by virutually “fencing” a zone that can be anything from the size of a building to an entire zip code (or larger). When a user enters that zone, they get served your message.

But the magic of geotargeting happens when you understand the user’s experience. What message will catch their attention when they’re at a particular place? Your creativity is your only limit here.

How many is too many push alerts?

When you have the power to pop up on users’ phones, it’s oh so easy to go overboard with how often you message them. If you send too many too often, you risk user dissatisfaction and dismissal, or even worse: the uninstallation of your app.

The average U.S. smartphone user receives 46 push notifications per day on average already, according to Business of Apps.

Of course, message rate limits can help ensure that you don’t overwhelm your audience, but it’s best to plan the appropriate frequency ahead of time. 

Do you have a message inbox for push notifications?

If you’ve ever accidentally dismissed a notification and had it gone forever, you understand the value of a message inbox in your app. Of course, this feature is mostly something to look out for when developing your app with an app provider because it will give your users the ability to browse messages at their leisure (or find them if they unintentionally dismissed any that they were interested in).

Test, test, test

No matter what best practices you follow when planning and executing, it all comes down to testing. What is working, and what isn’t? 

Check in on the metrics you deem important regularly. Or, you can plan for a deeper analysis with A/B testing, which is the practice of trying one approach with one group and a different approach with a different group (that are reasonably similar groups by comparison). The differing approach can be anything from the timing, frequency, wording or angle of your notification. But analyzing the data generated during A/B testing (or just how your push notifications are performing overall) can lead to important takeaways and lessons that you can apply to future notifications.

Be aware of your opt-in, opt-out options

While push notifications are powerful, they still are a permission-based medium. A user needs to opt in to begin seeing your messages. And while it may be obvious to want to make opting in as easy as possible, you also want to make opting out easy to find as well.

Why?

Because if a user can’t find a way to opt out, they’ll simply uninstall your app. And ultimately, that’s not your goal.

Push notifications are a powerful component of any marketing strategy. With just a little extra thought, analysis and planning, it can make the difference in your company’s ROI.

Then, consider leveling up your digital marketing with DailyStory. Features include automating various marketing tasks, dynamic audience segmentation and more. Schedule your free demo with us today.