Online marketing is still in its infancy as a marketing method, and still, many businesses are in the dark when it comes to how it actually works. Some start dabbling with local SEO or pay per click, only to fall flat on their face. Then they blame it on online marketing and claim that it doesn’t work, when in reality they could’ve made simple adjustments that would’ve turned their whole campaign around. Others make rookie mistakes that could have easily been avoided and derail their whole efforts. Here are a few reasons why your campaign might be failing.
You’re Focusing Solely on Incoming Traffic
Yes, getting incoming traffic is important, but this is not where you should start. Just sending tons of traffic blindly to a website could end up costing you a lot of money at the end if it’s not converting visitors into leads and clients.
Sometimes, something as simple as bad navigation or broken links could cost you hundreds, or even thousands of dollars on wasted clicks. You should be focusing as much on conversion rate optimization as you do search engine optimization. If your site isn’t converting and you don’t know what exactly is the cause behind it, it would be wise to work with an online marketing firm like The Guerilla Agency. They’ll be able to look at your website as a whole, see where you’re going wrong, and also give you recommendations as to which type of online marketing would be better suited for your line of business.
You’re Using Antiquated Methods
If you come across an “SEO expert” who is talking about things like keyword density or high page rank links, run. SEO is constantly changing and evolving, and search engines like Google are always trying to improve their algorithms to reduce the chance for manipulation.
Things like citations, site performance, and social signals hold much more weight nowadays, and if you’re trying to get a lot of visibility on search engines, you have to stay abreast of the recent changes. Focus on providing relevant information in the best way possible to your visitors first and foremost if you want lasting results.
Your Niche is Too Competitive
There are some cases when you simply don’t have the war chest to compete against big guns in your industry. In those cases, you’ll have to use your imagination and use other methods.
If you’re in a highly competitive field like law, for instance, most legal terms will usually be out of your reach if you’re trying to use PPC. However, know that you don’t have to be a slave to search engines, and there are tons of alternative ways to get traffic to your site or blog. Using YouTube to answer questions is a great way to start getting traction. Guest posting or magazine mentions could also help you generate a lot of organic traffic to your site.
Online marketing takes time to master and demands a lot of effort. If you want your efforts to be successful, you have to be able to adapt, and also consider working with a third-party that will be able to show you the ropes and get you started on the right track.