Whatever your business, if you operate online then being able to market your business on the internet is important – in fact it’s probably one of the most important functions of your business, so if you don’t get it right you could be in trouble.
Not every business can afford to outsource, so unsurprisingly a lot of business owners try to do it for themselves; and that can be a recipe for failure.
So without further ado, if your online marketing isn’t having the impact you would like, here are a few possible reasons why.
You’re Spread Too Thin
With all of the different social media platforms in the world today it’s easy to see how this mistake happens. You want to utilize every channel available to you, and so you should. But the reality is that unless you are able to dedicate all of your time to marketing, you just won’t be able to.
For small businesses it often makes much more sense to focus on just 2 or 3 channels and aim to dominate them. Don’t try to multi-task so much, instead just focus where the greatest potential lies. For example, you might choose to concentrate on:
- Email Marketing
I’ve seen this so many times, a marketer or business owner has a flash of enthusiasm and sets up social media accounts, fixes all of his page titles and even starts some outreach, but soon enough, his enthusiasm wanes or business management gets in the way…
This leads to inconsistent amounts of marketing – Twitter feeds with a dozen tweets followed by months of silence. You know the deal – don’t do it!
Stop Trying To Game Google
Although SEO is a subtle and sometimes technical discipline, the reality is that the main aim should always be to cater to your guests and try to do things that you would do even if SEO wasn’t a thing.
This means making your website:
- Easy to use
- Fun to use
- Interesting and valuable
If all of the technical bits baffle you, just try to get the basics right and then focus on your visitors.
Put Some Effort In
Of course one of the biggest problems with my advice above is that you can do everything right but if you fail to put in enough effort you will never get anywhere. I am of course alluding to link building and actually bringing in some traffic.
Actually traffic generation takes time and most people don’t enjoy it, which unfortunately means that it doesn’t get done. If this sounds like you, stop procrastinating and go do it.
You Don’t Understand The Channels
Twitter may be a fantastic marketing channel, but if you don’t understand the mentality behind its use you will struggle to connect with your audience. Unfortunately there’s not a lot that can be done about that.
Option 1 is to stick to channels that you do understand
Option 2 is to invest some time using the channels as a user (not a marketer) until you understand how it works and why people use it.
How can you expect to connect with an audience that you don’t understand?
Your Website Sucks
Finally of course, you need to be honest with yourself. What if you are getting traffic but none of it is sticking? What if in spite of all your link building your traffic is just leaking back out? What if you just can’t convert any visitors?
Your inbound marketing might be perfect, but if the above rings true it is entirely possible that your website sucks!
- Unfortunately, design and usability matter
- Most amateurs (and many pros) get it wrong
- Predicting user behavior is virtually impossible
So if you are getting traffic but not making sales and you just can’t build any momentum it might be time to take a step back and really look at your website and your product offering.