ometimes, it can feel virtually impossible to connect with your audience and make your voice heard above that of your competitors. Today’s consumers have very high expectations when it comes to which marketing materials they’ll give the time of day to. With so many brands vying for their attention, many consumers can become numb to the messages brands broadcast to them. Even when it’s a message that they’d really benefit from. As such, brands can find themselves throwing everything but the kitchen sink at their marketing efforts. But in doing so, they can find themselves overspending on marketing, compromising their cash flow, and diminishing their profit margins. And in this time when every cent of profit matters, it behoves businesses to do all that they can to improve the ROI on their marketing spend.
Here are 4 reasons why your business may not be getting the marketing ROI it deserves…
You’re trying to communicate to everyone
In the early days of marketing, brands had no choice but to adopt a “spray and pray” approach to marketing, investing a small fortune in getting their message in front of as many eyes and ears as possible. Only a small percentage of whom might actually have a vested interest in the products and services they offer. Don’t let your zeal to grow your brand and your business push you into the habit of trying to communicate to everyone.
Instead, focus on identifying a specific target audience and basing your campaigns around their needs, aspirations and frustrations.
You’re not optimising your PPC ads
Pay Per Click (PPC) ads on social platforms and search engines can be a fantastic way to deliver targeted marketing content to the kind of people who make up your target audience. However, many assume that PPC is a silver bullet that brings floods of qualified leads to their brand. Unfortunately, it’s rarely that simple. Use a PPC checklist to ensure that your marketing copy is predisposed to achieve results. And make sure you follow through with other strategies to capitalise on the momentum that PPC provides. Which brings us to…
You’re not content marketing
Once you’ve used PPC to draw all the right eyes to your digital presence, you need to give them a reason to keep coming back. Otherwise their interest will peter out and you’ll be back to square one. You need to give them a reason to engage with your brand and keep coming back. Content marketing can allow you to do just that. And because it encourages users to spend more time on your website, move around it and visit it frequently, it can also boost your SEO organically. So, at the very least, you should start blogging!
You’re only thinking digitally
Finally, while digital marketing allows you to achieve outstanding results, you may also find that a good leaflet marketing campaign can be a great supplement to your digital efforts. Especially if you have your sights set on a local market. You can experiment with the look, feel and even smell of physical marketing materials. You can give out samples and freebies. There are all kinds of ways in which you can bring value to your brand when you think outside the digital box.