How to Identify Weaknesses in Your Digital Marketing Strategy

Does your business have a digital marketing strategy? Is your strategy producing the expected results? Setting up a digital marketing strategy is not enough. You have to measure the success of the digital marketing strategy to know if it is working. Identifying the weaknesses in your strategy will help you polish it so that it can produce better results in the future.  

Revisit Your Digital Marketing Goals

  When planning your strategy, you should set clear and attainable goals. Objectives for a business marketing strategy might include: increasing subscribers to your social media pages; improving the number of social shares your blog posts receive; increasing the number of positive reviews on review sites like Yelp, and boosting your web traffic.   Look at your previously set goals. Then, ask yourself whether you have attained these goals. If not, your digital marketing strategy has weaknesses. Maybe the user experience of your website is poor or you are not engaging potential customers on social media.   Take note of the objectives you have not accomplished, and look for ways to accomplish them. Also, ask yourself if the goals you previously set still make sense for your company in the present. You may have to revise the goals to include new objectives that are relevant to your current situation.  

Analyze Your Digital Marketing Channels

  Digital marketing refers to marketing efforts that use the internet and electronic devices. It encompasses marketing techniques that use channels such as social media, email, websites, and search engines.   Your digital marketing strategy should incorporate several marketing channels. Your target audience should help you choose the correct digital properties to use. Let’s say your company targets women between the ages of 18 and 28. In this case, an email newsletter will not be as effective as marketing through Pinterest and Instagram.   The point is, your marketing channels should match your target market. Otherwise, your marketing efforts will not achieve your intended goals. If you have a broad target market, construct customer profiles outlining each specific group of customers. Use different channels for each customer profile.  

Evaluate Your Competitors

  You need to know what your competitors are doing. Are their digital marketing strategies better than yours? If yes, borrow some of their techniques, and incorporate them into your company’s marketing campaigns.   By evaluating your competitors, you can identify the weaknesses in your marketing strategies. First, you need to identify your strengths and weaknesses. Then compare them to your competitors’. Strengths are the skills, expertise, proficiencies, and other aspects that give you a competitive advantage. Your strengths could include well-trained sales personnel and high consumer retention.   Weaknesses, on the other hand, are the factors that impair your company’s ability to scale. They can include poor planning, ineffective marketing techniques, and outdated technology. It is easy to identify your strengths. When you identify your competitors’ strengths, you will realize what you are doing wrong and what you are simply not doing.  

Net Promoter Score

  Another way to identify weaknesses in your digital marketing strategy is by measuring customer satisfaction. You can do that by getting your net promoter score. The score is an index between -100 and 100 in measuring your customers’ willingness to recommend your products to others.   Your net promoter score is a measure of customer satisfaction and loyalty to your brand. Your customers are asked, “On a scale of 0 to 10, how likely are you to recommend this product to your friends?” Depending on their responses, they are separated into three groups: detractors, passives, and promoters. Detractors are those who have not been impressed by your product. There is a slight chance that they will purchase your product again. Also, they are likely to defame your product. They give a score of 6 or less. Passives are customers slightly thrilled by your product. They could easily switch to a competitor’s product.   The good news is that such customers generally will not reflect your product in a bad light to others. However, they are less likely to promote the product. This category of customers gives a score of 7 or 8. Promoters love your product. They are repeat customers, and they will promote your product to others. Promoters give a score of 9 or 10. The NPS figure is the difference between the percentage of customers who are detractors and the percentage of customers who are promoters. Let’s say all your customers give your product a score of 6 or less. The resulting NPS will be -100.  

Calculate the ROI of Your Digital Marketing Strategy

  What is your marketing strategy’s return on investment? Digital marketing requires investment. It has weaknesses if it yields zero or low returns. Measuring the ROI can be quite challenging, but it is something worth doing. Basically, you want to calculate the amount you have invested in the digital marketing campaigns and the financial benefits of the conversions as a result of these campaigns.  

Conclusion

  Weaknesses in a digital marketing strategy can be difficult to identify. You know what you are doing is not yielding the expected results, but you do not know where you are going wrong. The recommendations outlined above will help. It is not enough to identify the weaknesses. You must also correct them.

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