Every company experiences problems with their marketing at some point during its lifetime. No campaign is ever perfect enough to run smoothly from the offset so issues are expected. But do you know how to spot an issue in your marketing when you see one? If not, this could be doing damage to the success of your efforts by holding it back. Noting the mistakes or problems in marketing is a great foundation to building a solid system that leads to a guaranteed ROI and success of company marketing related goals. It can be hard to spot these kinds of problems without spending hours looking over data and statistics, but there are some common problems you can check for from the offset to save both you and your company a huge amount of time.
No marketing plan
If you’re not getting the results you had in mind for your marketing, such as no noticeable increase in sales or traffic, whatever your company’s goals may be it may be worth looking at your marketing plan. Do you actually have one in place that clearly states the whole process of your marketing? If not this may be why no goals are being reached, a marketing plan offers answers and solutions as to how a company will reach the goals it has set itself and makes it clear exactly how it will do so in detail. Offering a direct route of what needs to be done to build up to each goal and who needs to do what in order to make the marketing campaign work. With each action of everyone involved leading to fulfilled company goals and also offering insight into how the success of the campaign will be measured against these goals.
Is noone reading your blog once they land on the page, leaving you with painfully high bounce rates? Or are you lacking in customer interaction on company social media accounts despite a large active following? This may have nothing to do with your brand or posting schedule, but could possibly be the content you are releasing. Simply putting content out isn’t enough to capture the attention and interest of your target audience, you need to offer resources that they will actually find interesting and relate to in order to get a good response. Find out what they react to on social media and other similar blogs, what they talk about most and topics they discuss endlessly and tailor your content to suit that. Work on getting them involved with content provoking conversation between them and your company in comment sections of blogs and posts. Try not to make everything about your brand and products and you may just see an increase in your engagement rates.
eCommerce stores survive from having traffic, if no one is visiting a store then no sales are going to be made. So if your website is struggling with low traffic levels from organic search, social media or any other source it may be worth putting in some extra marketing efforts to get people coming through again. No people means no revenue and no business can survive without either. A common reason for this problem with new business is the lack of shop awareness within your target audience. Make people aware of who your company is by linking to your site everywhere you can, if your socials are successful enough link back from your posts to try and convince followers to visit. Even try linking back through blogs you don’t own by guest posting or even getting backlinks straight to your store. Go the extra mile by advertising in google search, invest in keywords to get your website shown up when people search for products similar to what you sell. Try banner ads if you really need something extra, putting the effort into building up presence as a brand in your target market will surely bring the traffic in you’ve been missing.
High bounce rates
Getting a lot of people coming through to your website is great, it shows people are learning about your brand and getting interested enough to come have a look at it. But if they leave the moment they land on your homepage, what has your company really gained? If bounce rates are high from every source people find you through and many are leaving before even clicking through to see your content or products you are definitely losing out on a large amount of potential sales. These incredibly short visits are useless as that dont make you money and don’t really even give your brand any true exposure. Reasons for high bounce rates can vary greatly, be sure to check over your website speeds and overall design to diagnose a problem. If it’s loading slowly people may simply be getting bored of waiting and have started looking somewhere else purely out of frustration. If your page speeds are good take a quick look at your website design instead, is it confusing? Not having a clear website can confuse visitors as to what you actual do, if your design is deceiving or a little too complicated you could be sending your customers away. Make it clear what you do and who you are, if both of these possible issues are fine you may be simple attracting the wrong audience which will require a deeper look at your marketing strategies.
Shopping cart abandonment
An eCommerce store can have great traffic, amazing page speeds and incredibly interested customers who consistently fill up their baskets with products ready to purchase but if no purchases are actually being made the customer has effectively been lost. Trouble making sales when customers have items in their basket can only be down to issues with your checkout page that are putting shoppers off. There are many ways to improve checkouts to better optimise them for your shoppers. A huge issue for many customers is a long checkout full of unnecessary questions and fields, don’t make your checkout process too long. Go through a remove any unnecessary fields requesting information you don’t actually need and make it as clear as possible, no one wants to use a confusing checkout page. Don’t make each field mandatory, star the basic information you will need to ship their products to them and leave the rest as optional such as phone numbers and email. Forcing sign ups at checkout can also drive your customers away, make it an option at best but definitely don’t force it. Many will simply not be willing to take the time out of their day to sign up before they make a purchase, preferring instead to shop elsewhere with less hassle. A clear, concise checkout page will do wonders in convincing your potential customers to click that checkout button.