Digital marketing is one of the many strategies used by companies to increase brand awareness and attract new customers. If executed poorly, you can lose a lot of money without any meaningful impact on your business.
Why your Digital Marketing Campaign is Failing
- Lack of clear objectives
- Lack of competitor research
- Using outdated tools
- Failing to understand your target audience
- Poor website design
- Fragmented marketing
- Using one marketing channel
- Poor tracking of critical analytics
- Not spending enough
- Using old practices
- Excessive push efforts
- Lack of synergy
- Not following the trends
- Doing it for the sake
Let us look at each of the reasons why your Singapore digital marketing strategies are not yielding the intended results in detail.
1: Lack of Clear Objectives
If your digital marketing campaign lacks a clear goal, you are setting up for failure. As is the case with traditional marketing, you must have objectives before starting your online advertisement campaign. You should set key performance indicators (KPIs).
Having KPIs as your goals allows you to measure the progress of your campaign continually. Some of the performance indicators you need to set are the number of leads, conversion rates, organic traffic, and Google page rank, and so on.
2: Lack of Competitor Research
As a marketer, it is critical to know what strategies your competitors are using. Make sure that you know what works for them. You can do this by analysing their website, social media and any other digital platform they are using for marketing.
Researching your competitors allows you to form better strategies and gain an edge over them. You also get to know what tactics are appealing to your target audience. Most importantly, it enables you to grow your business quickly.
3: Using Outdated Tools
Another reason for a failing Singapore digital marketing campaign is using outdated tools. In the past, most of the SEO had to be done manually. You had to be a wizard to find a way to increase search engine visibility. This is no longer the case, as marketers now have access to many SEO automation tools.
The increased accessibility of modern SEO tools means that if you are not using them, you will fall behind to your rivals. The tools are also excellent if you want to save time and focus on other aspects of your business.
4: Failing to Understand Your Target Audience
Always ensure that your digital marketing strategies target a particular audience. Failing to consider the needs of your customers in your marketing is a recipe for failure. It can even hurt the reputation of your business.
Before anything, make sure that study your audience. This allows you to create content that they will find appealing. If your audience engages with your content, it will lead to more conversions and sales.
5: Poor Website Design
The primary objective of most digital marketing campaigns in Singapore is increasing website traffic. You might get traffic to your site, but what matters is what action the visitors do on your website. Your website should have a proper design and easy navigation to reduce the bounce rate.
Google gives more prominence to websites that offer an optimal experience to users. To achieve this, your site should be responsive, easy to use and have fast loading speeds. You should also ensure that your content is accurate, relevant, and informative.
6: Fragmented Marketing
Fragmented marketing is where you use multiple service providers to run your digital marketing campaign. The problem with this approach is inconsistency. If your strategies are inconsistent, it significantly reduces your chances of success.
Another disadvantage of fragmented marketing is the amount of time required. You have to spend hours tracking the performance of each agency. This means that you have little time to attend to your business. For this reason, it is advisable to hire an agency that offers all services related to digital marketing. It is also cost-effective.
7: Using One Marketing Channel
Focusing all your online marketing efforts on a single channel means that you cannot reach lots of potential customers. Besides your website, you should also launch your brand promotion campaign on social media and other advertisement platforms. This widens your reach and increases brand awareness.
Additionally, using multiple channels ensures that your campaign remains alive if one channel fails or performs poorly. It is unreasonable to place all your hopes on a single channel. If it fails to work, all is lost.
8: Poor Tracking of Critical Analytics
You may have an excellent strategy, but it is useless if you cannot measure its impact on your business. This is only possible if you have access to analytics and data. With these, you can easily gauge the performance of your campaign. You will see what is working and what is not.
When you have the data, it is easier to make adjustments to increase the success of your digital marketing campaign. For instance, you can remove than strategies that are not working. You can also put more effort into areas that have the potential to improve. If a strategy is working, you could allocate more resources to push it further ahead.
9: Not Spending Enough
In the marketing world, you need to invest a substantial amount of money to get meaningful results. There are many free strategies, but they are not enough if you want your business to stand out. If you spend money, you reach a broader audience, which increases the chances of success.
The internet is a competitive space. You need to advertise on multiple online platforms to widen your reach. That said, you should always use market analytics as a guide on how much you need to invest in a platform. If you invest blindly, you might end up spending lots of money without generating a positive ROI.
10: Using Old Practices
The only constant in digital marketing is change. As technology and consumer needs evolve, marketers have to find new strategies to remain relevant.
In the past, most businesses in Singapore used outbound marketing strategies. This is where a company showcases their products and services to consumers. This is no longer effective.
Nowadays, businesses favour inbound marketing strategies. You, too, should implement these tactics in your digital marketing campaign. In this case, you will only target customers who are interested in your services. It is easier to convert such people than it is to convince random individuals to buy your products.
11: Excessive Push Efforts
As a marketer, you might over emphasise push communication and overlook pull communication. This could hurt your digital marketing campaign in Singapore.
Pull communication is where consumers willingly fulfil the marketing objectives of the marketer. Push communication, on the other hand, is where marketers demand consumers to meet their marketing goals. You should always look to balance between these two strategies.
12: Lack of Synergy
It is crucial that all of your marketing efforts, both offline and online, have a common objective and be in synergy. If the message is inconsistent, it will confuse your target audience.
Your online marketing campaign should supplement your traditional marketing efforts. What people see on your website should be similar to what is in your physical store. This way, they can relate to your brand, which is excellent for business.
The digital marketing space has more dynamism than the regular business environment. If you are rigid, you will find it difficult to succeed in digital marketing.
The goals you set at the beginning of your campaign should frequently change to match the needs of the consumer. You should also consider other relevant factors, such as ranking algorithm updates.
14: Not Following the Trends
You must keep up with the latest trends to succeed in the digital marketing industry. If you can master the art of using trends, you are in for a successful digital marketing campaign in Singapore.
Many marketers are unaware of the significance of factoring in trends in their campaigns. If your efforts do not centre on the popular stuff at that moment, you will get low engagement rates. This, in turn, means a failed digital marketing campaign.
15: Doing it for the Sake
Before you venture into digital marketing, you should know how it will benefit your business. You should not do it because it is working for others. Ensure that you have a clear goal, as well as the time and resources required to make it a success.
If you start digital marketing without a goal, you will most likely leave it before getting any results. You can end up advertising on the wrong platform and lose time and money in the process.
Expert Tips on How to Resuscitate a Failing Digital Marketing Campaign
The above 15 reasons are the plausible reasons why your digital marketing campaign is not delivering the expected results. Let us shift gears and look at how to correct the campaign to get better results.
1. Utilise Social Media
Social media is one of the most powerful marketing tools if used correctly. Facebook, YouTube, Instagram, Twitter, and the likes help advertise products and services online. Also, promoting a specific brand through these channels where you have a huge following, is a bonus marketing way.
For a business with a huge following on Instagram, they can use this platform to promote an online campaign, rather than a platform with a small audience. What’s more, you can know the loyal customers by how they are engaging with you, other people, and even the time spent on your blog.
Note: Using a social media channel can help you grow your online marketing business and not just your inbox. As a bonus, you increase your clientele base and future sales investments.
In digital marketing, social media comes in handy as follows:
- Increases brand awareness
- Helps you sell different services as well as products
- Aids to build engaged communities
- Help personalize a specific audience
- Advertises brands to customized clients
2. Social Media Strategy
Another tip you can use to boost your marketing campaign is social media strategy. This is a straightforward paper that outlines all social media tactics and goals. On the other hand, it lets you track the campaign progress during and after implementation.
This marketing program should show both your planned and existing media accounts like Facebook, Instagram, Twitter, Snapchat, and the likes. Make sure to include specific goals of each channel, especially one with a targeted audience.
3. Social Media Audit
Nowadays, most youngsters and even the older generation use social media for business purposes. Individuals in online marketing have a social media audit to know the progress of the online campaign and places to improve. For example, the following are some of the top questions that involve digital campaigns and social media.
- Which area is working better than the rest?
- Which age group of my following engages/reacts the most?
- Which social media platform has a greater impact?
- How does the engagement compare with the competition?
- What needs to be improved or toned down?
Once you have all this data, you have a better chance of improving on specific areas. What’s more, your social media audit should have a clear purpose to help you achieve your marketing goals.
Pro Tip: Getting your social media account like Instagram or Facebook verified is important. It brings a sense of trustworthiness to your audience when promoting your products. Verifying your account is quite simple by using these steps.
4. Create Audience Personas
Another plausible tip to get your online campaign moving seamlessly is audience personas. It’s essential to know who your followers are and what interests them the most. For instance, you can create high-quality content that increases your target group’s engagement.
They can easily discuss the brand, like posts, and even comment on areas that need tweaking. Not only will this boost your traffic on your site but also bring in more potential clients. At the same time, you are allowing a safe space for consumers to discuss your brand freely.
5. Be Patient
Depending on which marketing strategies you are using, you need patience when building an online campaign. This normally improves customer service skills while giving you time to understand a customers’ wants.
A good example of a marketing program is SEO advertising. This strategy takes a little more time than others because it needs a better structure and quality content. Moreover, using specific keywords to improve the website’s content look and feel, is a bonus.
Additionally, when using inbound channels to bring in more traffic, it can take weeks for you to realise any tangible progress. Just remember patience is key when building a brand and campaigning for a digital product.
6. Having an Experienced Team
When you have a group of individuals with extensive expertise in digital marketing campaigns can help you reach the end goal more quickly than a substandard company.
As a team leader, putting data and all the necessary marketing details during meetings is essential. Use this information to drive clearer discussions and debate for improved decision-making. What’s more, the campaign data trumps unnecessary arguments usually caused by personal opinions and miscommunications between the team members.
Note: If your team has fewer senior members, you can use outside help when looking for a senior freelance marketer, intern, or an experienced digital marketing consultant. They come in handy in a group to offer a fresh view about your campaign. Common platforms for outsourcing marketing professionals include Fiverr, Torchlite, Upwork, LinkedIn, and more.
7. Improve Your Team’s Skills
Implement new ways to enhance your team’s skills and knowledge because the digital world is constantly changing as new products and technologies come up daily.
For instance, encouraging your group to go for seminars, take courses, and even get mentorship from campaign experts will improve their expertise in marketing.
Another great platform that can help hone your group’s skills is via online means. Google and HubSpot are excellent platforms that offer certifications after successful course completion.
8. Know Your Competition
One of the best places to get information about your competitor is social media. Most rival brands post about their campaign plans like launch dates and what they plan to do. Not only will this data help you tweak some of your marketing details, but it also keeps you at the forefront of business.
A great way to know more about your business rival is competitive analysis to:
Help you understand the competition
Using competitive strategy, you have a better chance of knowing what your competitor is doing, whether good or bad. Similarly, it helps you pinpoint marketing areas to improve plus your social media target.
Help spot opportunities
The other advantage of a competitive analysis is spotting business opportunities. Suppose you see your competitor is dominant on a certain media channel, you can use the other platforms to keep ahead and capitalize on your opportunities.
Remember to focus your effort on networks where you feel a large group of audiences is left out. Then, try and garner more following from there before your competitor realises there’s an open area to promote their business.
9. Use Social Media Listening
Do you know what social media listening is? This is a common marketing strategy that focuses on your competition. The most popular tool that can give you an easier time when researching more about your business rival is Hootsuite.
Hootsuite is a handy social media management app with listening streams for monitoring relevant accounts and keywords in real-time. Additionally, you can perform thorough searches of the rival’s account handles, target audience, and even keywords to get more information concerning their target audience’s shares, likes, interactions, and comments.
10. Make Your Campaign Strategy Unique
We understand the marketing world has become more competitive over the years. When using popular social media platforms, you have to be more aggressive when promoting your brand.
There’s no need to advertise similar products or announce the same message by using old strategies. It leads to lack of consumer interest and reduced website’s traffic. To make matters worse, your loyal consumers’ might feel there’s too much copying or little value to them and move on to more serious brands.
11. Decide Which Networks to Use
Which social network works better for your online campaign? You need to decide on one that brings in more numbers, sales, and even interactions to your website. For example, if your Instagram has better engagements, you can put more effort and budget into that platform.
Angela Purcaro, Cosmetics’ social media manager, uses Instagram and Snapchat stories for most of his campaigns, especially makeup tutorials. He found out these two channels have a better impact on the beauty sector than Twitter which is better for customer service.
12. Make Valuable Offers
In digital marketing, most campaigners target interactions from specific groups. Whether your consumer is visiting your website or buying your product, you need an enhanced blog traffic. You should offer valuable information about the goods, excellent service, and credible data for this to work.
Some digital marketing companies offer more affordable items than their contender, while others include gifts and downloadable eBooks. Moreover, giving a discount for a service can bring in more potential customers to meet your desired campaign end goal.
13. Creating Suitable Messages or Content For a Targeted Audience
Marketing is dependent on your target audience’s reaction. You can be super creative, tactic, or original but fail to maintain your followers’ interest.
Firstly, start by discussing the campaign’s strategies and what needs to be done. Things like implementation, budget, traffic, strategies, and much more.
Secondly, keep your consumer persona and all important campaign details together. Ensure your content and message speak directly to your customers’ wants/interests/needs.
14. Suitable Content Delivery Time
An online marketing campaign should have a clear message on what it’s about. Unfortunately, you can have the perfect content but fail to get a successful outcome because of wrong timing.
Make sure you understand your customers’ wants, including their purchasing patterns. Doing proper research will help you run an effective campaign as you track and analyse a client’s interaction.
Another thing to consider is the buyers’ journey on how they purchase a product. For example, a client using online means to purchase a commodity can utilize Heat Maps or Google Analytics to learn more about their buying trends.
15. Set SMART Goals
Do you have an idea of how to set up your campaign goals? The first step that comes in handy is creating an excellent method for all your marketing objectives. Not only to measure your campaign’s progress and ROI but also success.
Most marketers use SMART, which is an abbreviation for:
When you implement this goal framework, it guides your campaign actions for real business outcomes. Also, this program has more advantages than most marketing methods such as:
- Offering clear campaign directions
- Motivates the whole team
- Helps evaluate strengths and weaknesses
- Forces one to take action
- Improves and retains one’s focus
16. Retarget Your Marketing Strategy to Fit Your Consumer
Targeting a broad audience for your digital marketing campaign seems like the right choice for higher returns and traffic. To some extent, this might help you reach more people but having a personalized audience has its pros.
- You get to understand what your followers needs
- A small group lets you focus on the key areas much more easily
- You can improve your content and messaging to suit clients’ wants
- You can budget easily for areas that bring in greater engagements
17. Categorising Your Campaigning Method
An effective method that can boost your digital marketing is segmentation. Suppose you have smaller tasks instead of one huge one, the easier for you and the whole team to manage. More than that, you can pinpoint the places to improve, cut down, and even remove from your plan.
For example, you can use one audience on your main social media channel and the other group on a different platform.
18. Build Solid Customer Avatars
You cannot introduce your product random online audiences. Selling your service to a targeted group for better sales and site activity, is recommended by experts. Not only will this prevent monetary losses but also time-wastage within the marketing campaign.
When using customer avatars, they double as fictional representatives of your prospects (consumer persona). It includes the audience demographics such as occupation, age, education level, religion, and social class.
Another inclusion is the products clients buy and common places they visit. If you have this information, you’re likely to know what they do for entertainment, where they shop, their buying habits/patterns, and much more.
These are the top reasons why your digital marketing campaign in Singapore is failing. Before anything, ensure that you have practical goals and an adequate budget. When you start, always monitor the latest trends and the changing consumer behaviours, and adjust your strategies accordingly. This way, you will remain relevant and boost your engagement levels.
If you steer away from these mistakes, you will run a successful digital marketing campaign. Our team can help you create a custom campaign for your business in Singapore. Get in touch!