As digital marketing continues to rise, and the speed of technology is somewhat unstoppable, it adds to challenges for business owners. One of these is having ineffective online campaign strategies that fail to meet their goal and provide an investment return.
Digital marketing is undoubtedly one of the most significant technological innovations available today. It has helped many businesses become household names. It has become an avenue for many small businesses to become at par with vast and established enterprises in doing promotional activities.
However, not everyone sees the light of day when it comes to promoting their business online. Instead of giving positive numbers, these online campaign strategies lean more on the negative side.
Why online marketing campaigns fail
Running an online marketing campaign may look easy, but in truth, it requires time and effort.
Most online campaign strategies have been on the brink because they have failed to identify who their target audience is.
At times, business owners and marketers who are just starting to do their online campaign gets too excited and may seem to try everything that they think will work without even understanding their market.
There are times when the focus is on the ad design and not on the message, or it gets through to the right audience.
Another reason your online campaign is becoming ineffective is that you do not set the correct goals, process, or timing.
Launching a campaign that would set you apart from competitors is essential. However, you do not want to be set apart by being left in the competitive pit.
When you find yourself stuck in the failing zone, do not give up easily. Find ways to tweak, adjust, and troubleshoot your ineffective strategies.
How to troubleshoot ineffective marketing campaign strategies
1. Revisit your target audience
You’ve launched your online campaign for quite some time already, yet it does not yield any positive results.
While this may frustrate you, check if you have been targeting the right audience, and instead of getting frustrated, find out if you have set your focus on a specific niche market or more on the general audience.
While some may be tempted on banking on the general audience as this means reaching a more significant number of people, this promises no returns. As you target a broader audience, you cannot be sure if they are interested in what you offer or not.
In contrast, targeting a specific demographic can give you a higher chance of engagement, return on investment, and sales conversion. Though you’ll reach a limited number of people, you’ll be able to tap an audience who will most likely have an interest in what you can offer.
If you have slow traction with your campaign, try taking in-depth research with your target audience and make the necessary adjustment to tap the right audience.
2. Give your campaign more time
Before anything else, you have to understand what type of campaign you are doing.
If you have been working on your content marketing campaign to increase your online presence, it would require some time before you see any results. However, if you are doing a pay-per-click (PPC) campaign, expect results to come knocking at your door in a jiff.
Please take note of strategies that will require a certain amount of time before it presents any result on the table. These include SEO, content marketing, guest posting, blog writing, and some other inbound marketing campaigns.
Do not get easily frustrated and discouraged if you do not see improvement in your numbers after launching it for just a few weeks. Remember also that while these strategies may take a while before it yields any result, their effect will be long-term.
On the other hand, doing PPC campaigns, email marketing, and different outbound marketing strategies should immediately give results.
Otherwise, if no effect is coming in, then try to make necessary adjustments to your campaign.
If it is not a long-term strategic campaign that needs a little more time to develop, then check if your online drive is still worth your efforts or if you are just exhausting your time and resources.
3. Make your campaign stand out
Launching an online campaign can be an excellent thing for your business as it can reach a massive number of people.
With over 4.57 billion people active on the internet and 3.8 billion users found on different social media channels, you have a very vast opportunity to reach a large number of audience.
However, you are not alone in doing it. There are also millions of businesses trying to leverage online platforms to promote their brands and compete to snatch your audience’s attention.
This social media noise can refrain you from reaching your desired audience. It is vital to make your campaign stand out among the rest to grab your potential customer’s attention.
If you have been doing the same things as your competitors do, there is no chance that you’ll outshine them but rather blend in with them. Make compelling campaigns that will make your brand unique.
4. Give a valuable offer
While it is true that people will have a hard time saying no to any free item from a campaign, make you are offering a compelling and valuable one.
Whether it is a simple product, a gift, a free trial for some months, a discount coupon, a free membership, an eBook, or a customized item, it should be something that your target audience should see as valuable.
If your campaign is not getting any traction despite launching it quite a while already, check your offering. Your target audience may only see little to no value at all from it. Try to increase its value or create additional offerings to check if it will entice your target audience.
5. Do segment testing on your campaign
One of the best ways to test your campaign if it will dunk in the failure department is to an AB segment testing.
As you do your online campaign, you can try segment testing by launching your campaign on any digital marketing platform with a specific target market (Test A).
Launch the same drive on another platform with a different set of target markets (Test B). You can also tweak some factors like changing the tone of the message for each test or sending a different type of message to check individually, which works better.
6. Level up or let go
Should your online campaign continue to go down the brink despite your efforts to make the necessary adjustments, bring out your last card.
Try to do something new instead. Something “new” may mean the same campaign but with a different attack from a different angle, making your campaign go level up or let go of your current campaign and bank on a different strategy instead.
Ditching a campaign does not necessarily mean failure. When it is not working, it is better to let it go instead of exhausting your time, effort, and resources.
Shift your focus to a different marketing strategy that will give a better performance and will yield a better result.
How to Troubleshoot Ineffective Online Marketing Campaign Strategies
Launching a campaign does not always promise a positive outcome. There is no marketer or business owner, even those who are already considered experts in the marketing industry, who perfected an online marketing campaign on the first try.
If your campaign seems to move slow and you are not getting the result you have foresighted, do not be too hard on yourself. Try to process things slowly and do not give up easily.
An online marketing campaign can be slow, but once you’ve made the necessary adjustment, it might give you the optimum result you are expecting from it.
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Maricar worked as a marketing professional for almost a decade. She became part of the biggest real estate company/mall operator in the Philippines and handled concerts, events, and community service-related activities. Leaving her corporate job for good to pursue her dreams, she has now ventured in the path of content writing and currently writes for Softvire Australia – the leading software e-Commerce company in Australia and Softvire New Zealand. A Harry Potter fan, she loves to watch animated series and movies during her spare time.