The world of digital marketing moves fast and just because a campaign has been successful in the past doesn’t mean that it will continue to work for you indefinitely. One of the keys to staying relevant – and a step ahead of the competition – is to make sure that you are regularly and honestly assessing your campaigns.
Here are four signs that it’s time to re-energise your digital marketing.
- Declining rankings
Over time, even the best SEO strategies can benefit from some adjustments to maintain top Google rankings.
Google rankings can slip for a number of reasons, including:
- Outdated site speed, structure, usability and security
- Failure to optimise for mobile
- Stale keyword list
- Stale content
- Stagnant SEO campaign
You may need to address some or all of these elements to see a ratings boost.
- Qualified traffic without conversions
If your site gets plenty of traffic but struggles to convert those visits to sales, it may be time to focus on conversion rate optimisation. By tracking user behaviour on your site, you can pinpoint exactly where the sales funnel is breaking down.
Updated content, easier navigation and changes to your shopping cart or checkout procedures can all help drive conversions.
- Failure to leverage social media
Maintaining success across social media platforms in the face of increasing competition and constantly changing algorithms can be a challenge. Many frustrated marketers may be tempted to abandon social media altogether, but current industry projections on the importance of social are hard to ignore.
If you’ve been frustrated by lacklustre social media campaigns in the past, consider taking a fresh approach to leverage the incredible power of this growing platform.
- Poor time-on-site statistics
Study after study has shown that visitors who can’t find what they’re looking for on a site will leave it in seconds. Today’s consumers want sites that load fast and look consistent across platforms, including smartphones and tablets.
If your time-on-site data is on the decline, you may need to implement some changes to site design, mobile optimisation and overall user experience.
A successful digital marketing campaign is a dynamic strategy that adapts and changes over time as a business grows. Downward data trends are a good indication that something is no longer working, so smart marketers will take this as a sign that it’s time to freshen up a tired campaign.