We know it can be difficult as an SME to craft a digital marketing strategy that is not only realistic in terms of time and resources but can also deliver results. In the ever-evolving landscape of digital marketing, it’s not uncommon for SMEs to hit roadblocks or even fail to generate the desired results. So don’t worry – you’re not alone! If you find yourself in this predicament, fear not; there are some practical steps you can take to improve a broken online marketing strategy.
Firstly, start by revisiting your target audience. Are your campaigns aligned with their preferences and behaviours? Conduct thorough market research to ensure you understand your audience’s current needs and tailor your strategy to these needs. If you’re unsure about where to start, begin by building an audience persona to build a better picture of your ideal customer.
Content quality check
Assess the quality and relevance of your content. Is it engaging, informative, and valuable to your audience? Ensure your content resonates with your target demographic, and don’t be afraid to experiment with different formats to keep things fresh. You could also check some technical aspects of your content. Like, does it read well? Are there any grammatical or spelling errors? And finally is it rich with SEO friendly phrases and keywords?
If your website is not getting much organic traffic, this probably means it’s not appearing in search results as often as it should. Therefore, it’s time to revisit your SEO strategy. Address the easy fixes first like meta tags, optimise images and craft engaging meta descriptions. However, SEO is a marathon and not a sprint, so don’t stop here. Try to focus on creating high-quality, keyword-rich content. This can help improve your website’s search engine rankings.
Social media engagement
Revaluate your social media presence. Are you marketing on the ideal network for your audience? Are you actively engaging with them? Always refer to your audience personas if you’re feeling unsure. In order to see success of social media you need to provide consistent interaction, timely responses, and relevant content that can significantly boost your social media impact.
We know we probably sound like a broken record, but if your website isn’t getting traffic and the traffic is dropping off quickly – take a look at your web design! In the era of smartphones and tablets, a mobile-friendly website is non-negotiable. Ensure that your website is optimised for various devices, providing a seamless user experience. Search engines like Google prioritise mobile-friendly websites, so this step is crucial to improve a broken online marketing strategy.
Not so long ago we were singing the praises of Google’s new analytics platform GA4. Leverage analytics tools like this to gain insights into user behaviour. If you’re already doing this, dive deeper into the data that is relevant for your business with dashboards. Track conversion rates, bounce rates, and other key metrics to identify areas that need improvement.