April 9, 2020
7 Reasons why your Online Marketing Isn’t Working

7 Reasons why your Online Marketing Isn’t Working


Are you ready to throw in the towel when
it comes to your online marketing? Do you feel like all the effort and the time
that you’ve put into your social media and blogging, SEO, your website, your email
marketing, is fruitless? Well before you make the decision to walk away, I want
you to ask yourself these 7 questions to figure out if maybe there’s something
else that’s the real reason why your online marketing isn’t effective. My name
is Liz Jostes and I own Eli Rose Social Media and we work with small
business owners and independent professionals to grow online. So let’s
just get right to the chase. These are in no particular order. So the number
one question I think you should ask yourself when determining what the real
reason why your online marketing may not be effective or not as effective as
you’re hoping it would be is: are you actively participating in your efforts?
The thing is even if you have an employee who’s managing that for you or
if you outsource it to a contractor of some sort,
you still have to participate in that marketing. Yes, someone else can manage it
for you, maybe come up with the creative, make the quote images, make a
plan how all of your different marketing efforts are going to work together, but
you still need to contribute to what’s going on. You need to share information
about what’s happening in your business successes, maybe new products or
services, any kind of discounts that you may be offering, you still have to be
active when it comes to that. If not, it’s just a very – basically – “borrowed” presence.
You are curating content or having your vendor curate the content for you. It
lacks your personality, it lacks your voice, it lacks relevant, timely things
that are happening in your business, it lacks sharing stories about
customer successes or challenges that were overcome. You’re not showcasing the
people who are behind the scenes at your company or what your company is all
about. It’s just very bland, boring, and that makes it really, really
difficult for people to connect with you and want to do business with you, and
feel like they’re getting to know you, and it’s like – sure – you can have a
presence. There’s posts that are coming out or there’s email newsletters
that are going out or maybe there’s blog posts getting published,
but if it’s not really connected to who you are as a business, it’s not going to
be effective. So that’s question 1. Question 2: are you being inconsistent?
And I know as a small business owner, there’s only so many hours in the day,
there’s only so many hands on deck and your budget is only so big, but if you
said, “Hey, I’m gonna blog!” and it’s been six months since you’ve done it or if
you say, “Hey, I’m gonna go and put up four or five Facebook posts a week,
I’m gonna schedule them, and you do that for like three weeks, and then it
drops down to two posts a week, and then three weeks goes by before you even do
one… Inconsistency, regardless of the format of that marketing, isn’t going to
be effective. It doesn’t matter if it’s offline or online, traditional
marketing and advertising or this “new-age” stuff that we’re doing, if
you’re inconsistent with your efforts, you’re never gonna get anywhere. So the
third question to ask yourself: are you utilizing your chosen methods
effectively? And this when we dig a little bit deeper here because you might
have said, “Hey, I want to start an Instagram account for my business”, but
you don’t really intend to consistently take photos or make videos. You might say, “Hey, I want to be on Pinterest because my business is really visual”,
but you have a five-page website with no online store, you’re not blogging, you’re
not creating other kinds of images to share, maybe link up to those five pages
on your website. So it’s important to know that regardless of what your chosen
method is or your chosen tactics are, you have to make sure that you have the
assets to put in to those platforms or those chosen
marketing tactics in order to make them work for you. So that would be the third
question. The fourth question is: have you given it enough time to work? Social
media moves fast, but the whole process of know, like and trust – that
traditional sales process – that’s still the same as it’s always been, so
you can’t go and do something for one month or two months or even three months
and think it’s gonna pay off. You need to say, “Hey, we’re gonna consistently be
engaged with our efforts and our posting and our messaging for at least six
months” before you’re going to be able to start seeing the payoff of the work that
you’re doing, and obviously the longer you go, the bigger the payoff, but you
need to make sure you’re giving it enough time before you make the decision
if either online marketing as a whole or a certain choice –
your chosen marketing activities that you’ve selected, is really a good
fit for your business. The next question is: is your messaging confusing?
You never know in the online world how someone’s gonna first come in
contact with your brand, so if they visit your Twitter page first, are they
gonna see different stuff? And if they visit your Facebook page or if they are
signed up for your email newsletter or if they see your Google My Business
listing? If you have different messages, different branding, different
types of content on all these different places, that’s really confusing to people.
So you need to be consistent across the board. The next question is going to be:
are you targeting your target customers? And that probably seems like a really
foolish question to ask, however you might be publishing content to your
social profiles but does that content really align with what I call the
“relevant and complimentary” kinds of things that tie in to your business as
well as those target client types? You might love a certain sports
team but if that has nothing to do with your business, constantly posting about
your sports team – that’s not going to really work for you.
Are you using hashtags but not the right hashtags? Whether that’s Twitter or
Instagram or anything else. In that case, you need to be researching your
hashtags before you decide which ones to use, but also look at the kind of
information, the kind of posts, the kind of content that pulls up when you utilize
those hashtags to see if that’s the kind of stuff that you really want, you
know, that’s associated with the hashtag and the way that you want to use it. And
you could even be targeting the wrong people in your actual ads, so
that’s always a possibility too. Just depending what kind of online
marketing tactic it is that you are employing. And lastly, do your methods
aligned with your ideal clients? This could be that in the case – even if you do
some offline marketing or advertising, there’s lots of reasons why some
businesses or some industries – they might do some online but they still need to do
offline as well. It could be because you have a favorite platform or you have a
favorite way that you like to get marketed to, but if that isn’t a popular
format or a popular channel for your ideal target, it doesn’t matter that you
like it. You’re not hitting your target so you need to make sure that the way
you’re going about marketing your business is that you are active and in
front of eyeballs in the places that your ideal customer hangs out, spends
their time, if it’s something like you’re buying space in a magazine, make sure
that their readership is aligned with your demographic. So before you decide to
throw in the towel, before you decide to do anything drastic, it’s really
important to honestly assess and ask yourself all of these seven questions,
and figure out if maybe one or more of those reasons is actually what’s
hindering the effectiveness of your online marketing campaign. If you have
any questions, please leave those in the comments. If not, you all have a good rest
of your day. Thanks!

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