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When it comes to marketing strategies, there’s an element of trial and error involved. You won’t know if what you’re doing works unless you try it out, right? This makes it easy to fall into the trap of sticking with something that just isn’t working, no matter how many people tell you to change your strategy up (like me!). So how can you tell when your current marketing plan isn’t working? I have compiled the top 9 signs here!
1. Your SEO isn't working
It's been a year since you started your SEO campaign, but your website traffic is still flatlining. Is it time for a change? It's difficult for most people (myself included) to admit when things aren't working. Perhaps you've chosen a complicated strategy that requires too much knowledge and too many resources, or maybe you've simply become too set in your ways over time. The only way to really know if your strategy isn't working is to set up some performance goals and see how you're measuring up. If you’re not hitting targets within three months of changing course, it may be time to move on. Remember: There are no hard-and-fast rules when it comes to marketing—just what works best for your business at any given moment.
2. You aren't producing enough blog posts
According to Hubspot, 80% of users say they expect brands to publish new content daily or several times a week. If you’re not coming up with at least 2-3 pieces of content a month, it’s time for a reevaluation. Old posts should get refreshed, while others should be taken down (no one needs four recipes for butternut squash soup). And if you don’t have someone in charge of maintaining your site and producing new material, recruit someone! A lack of content is a great reason why customers may think twice about doing business with your company. Spend some time thinking about what readers want, then turn that into actionable steps for producing more and better quality material on your site.
3. No one is visiting your site
If you’re not getting views and engagement, it means your readers aren’t connecting with what you’re writing. How do you know if they aren't connecting with your content? Consider these signs: comments that don't engage in any meaningful way, no interaction on social media, and minimal views on your videos. If people aren't engaging with your content in any way—from sharing or commenting to visiting or viewing—then it's time for a change. It might be as simple as switching up how you share information (from written content to visual) or refocusing your messaging so that it's easier for people to find value in what you're sharing.
4. You don't have any social media followers
Many businesses have social media accounts but rarely get much traffic from them. The reason for that is simple: if your followers don't know about you or your products, why should they follow you in the first place? There's a saying in marketing: No news is bad news. If someone follows you on Instagram and doesn't hear anything from you, that's not a good sign. Is it time to change things up with your online presence? How can you get people interested in what you're selling or offering via social media channels? Are there other ways to market yourself online so that people are more likely to follow along with what you do? What strategies worked when launching your company and what strategies failed miserably; how can we apply those learnings toward our current efforts today? Asking these questions can help us determine whether we need to change our strategy or stay the course. This is something that shouldn't be taken lightly; sometimes businesses need to pivot entirely before finding success. Consider an alternate strategy before deciding that quitting is your only option.
5. No one shares your content
It’s natural to feel discouraged if your work doesn’t seem to be getting noticed. But if you don’t have any kind of measurable evidence—if nobody is sharing it, even just once—it could be that people aren’t resonating with what you’re putting out. Maybe you need a new angle, or a different tone. Or maybe your idea isn’t as interesting as you thought it was when you first started brainstorming. If no one is responding to what you’re doing, try changing things up and seeing how they respond to that instead.
6. Traffic isn't converting into leads
If you're doing a good job attracting traffic to your website, but you don't seem to be getting many sales or leads from that traffic, it may mean that you need to tweak your marketing strategy. Review your current website content and messaging and see if there are ways you can make it more effective—and see if it might be time for some new strategies altogether. If people aren't visiting your site in droves but you suspect they would if you could just get their attention, take a look at how much time is spent on each page of your site, and whether there's a way for them to find what they're looking for faster. Effective marketing isn't all about finding new audiences; it's also about catering to those who have already shown interest by providing an engaging experience.
7. Keywords aren't ranking high enough in search results
Have you spent time, effort and money on search engine optimization (SEO) and trying to get your site ranked high in Google search results for a certain keyword or phrase—only to see it rank low on page 20 of search results? If so, it may be time for a change. For example, if a prominent web analytics firm like HubSpot is driving more traffic (and conversions) through organic searches than you are, it's likely that your SEO strategy isn't working. After all, if Google is sending more people who don't convert directly from Google Search than they are from organic placement in search results—there could be something wrong with how you're doing SEO.
8. Brands are trying to poach your audience
It’s no secret that companies are constantly trying to poach audiences from other brands. Just look at Facebook and Instagram, for example. There’s an almost constant churn of sponsored content in your feed—even if you follow only accounts from your industry. If you see a lot of ads from companies similar to yours but not your own, it may be a sign people aren’t engaging with your brand online or off. Remember, people have a finite amount of time and money, so when one business spends it on someone else’s product or service it means that person has less left for yours. It also means you need a new marketing strategy.
9. No one interacts with you on social media (comments, likes, etc.)
Are you posting and sharing valuable information, but not seeing any interaction with that content? It could be a sign your followers aren’t interested in what you have to say. Use social media management tools like HootSuite and Sprout Social to see who is interacting with your brand, so you can connect with those people. If no one is engaging with your posts, they’re probably not going to become customers. Time for a change! You're paying too much: There are lots of ways to get online exposure without breaking your budget. Is there an influencer or competitor in your industry that has fewer followers than you do? Reach out to them about working together or reposting some of their great content on your page. As long as it’s relevant and interesting, many will happily share their expertise—for free. Also consider finding less expensive alternatives to paid ads on Facebook, Twitter and Instagram (like putting up flyers around town or running coupons). These changes might just pay off when it comes time to put a dollar figure on each customer acquired via marketing spend.
Marketing is about more than just putting your product or service out there. It’s about making sure people know why they need it, how it will make them feel, and what’s in it for them if they use your product or service. If you aren’t finding success through marketing, whether you are using advertising or word of mouth, consider switching up your strategy to see if it helps boost sales. Just remember that even if you have a new idea, it can take time before it works—and don’t be afraid to keep trying new things until you find something that sticks! One final note: Keep an eye on those trends I mentioned earlier.
Found it useful? or not useful? I would love to hear from you. Send me an email to a.sankaran97@outlook.com or reach me on LinkedIn.
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