Table of Contents
Introduction
We’ve heard so much about the benefits of companies’ digital marketing IT services and products. However, we often hear of not-so-happy endings where even the best digital marketing does not deliver the desired results. Why is that? You have a great product; you know it solves a critical problem of your target audience, you have briefed your marketing team about your goals, and the team has churned out quite a lot of content explaining your product in detail. It’s all over the internet. Yet …
Yes, yet your digital marketing reality is not even close to what you had visualized. With miserable brand recall, many of your potential customers do not even know who you are. What went wrong?
As per Astro Strategist cum Business Transformation Expert Hirav Shah, here are 8 areas where the digital marketing campaign of your company might have gone wrong.
1. Talking to the wrong audience
We often jump straight into the digital marketing implementation stage without researching in detail about our target audience and finding out more about their persona. Unfortunately, without knowing more about their likes, dislikes, online behavior, and characteristics, your digital marketing approach will just be a shot in the dark.
2. Sending distorted messages to your audience
Excessively eulogizing your product or focusing just on specific aspects of your innovation would just make your product too complicated for your potential customer. Look for options to provide case examples from your happy customers and attested testimonials, along with simple and interesting content to engage with your audience.
3. Providing zero transparency of your brand
Some digital marketing campaigns focus on audience engagement by sharing interesting videos and posts. While this approach might catch the attention of a group audience, it hardly provides any insight to your potential customers about what your brand is all about.
4. Disconnect between your brand identity and your digital marketing campaign
One of the worst failures in digital marketing is when your campaign has zero connection with your brand. So while your campaign’s getting attention, there’s hardly any brand recall because you’ve not helped your potential customers to make a connection.
5. Not answering the customer’s question, “So what’s in it for me?”
Many digital marketing campaigns fail because they go “me, me!” Your content must talk from the customer’s point of view and connect with them. Read your content through their eyes and see if your words, images, and videos deliver value to them.
6. Delivering generic content with zero personalization
The logic of creating target personas for digital marketing is to weave personalized content for each of your specific audiences. If your potential customer cannot get a sense that you are speaking to each of them, then you’ll take a lot longer to connect with them.
7. Focusing on a single format of content
Don’t just focus on blog posts or white papers or stick to one social media channel. Instead, try a wide variety of formats, from interactive content to videos.
8. Forgetting your keywords
We often forget that we have a hell of many competitors, and despite the best of our efforts, we might still stay invisible. That’s because we are still missing out on the keywords that are relevant to our business. Carefully select keywords that your potential customers choose to search for the service or product you offer. Then, use these keywords strategically in your content. This form of SEO can get your brand way up in your customers’ searches.
Final Word
Hirav Shah concludes by saying, “Most importantly, have a plan – a relevant digital marketing strategy. Moreover, constantly assess the performance of your campaigns and tweak your strategy depending on the numbers and patterns. A successful digital marketing campaign knows its audience well and values them. So, make sure to go back to your campaign and see how well-tailored it is to your potential customers and your brand. That’ll be a brilliant first step in the right direction.”
