Have you ever put your all into an online marketing strategy only for it to fall flat? It’s so disappointing. Now you wonder: “what do I next?” Do you never try that tactic again? Adjust it? How do you adjust it? I’m going to answer that exact question.
Watch the video below or scroll down for the blog post.
This post is inspired by a conversation that I’ve had with a lot of business owners over the course of my career as an online marketing strategist. They will try a specific online marketing tactic and it doesn’t exactly go as they hoped it would. They didn’t get the results that they wanted.
For example, if it was Facebook ads and they didn’t get the engagement that they wanted, they go to an extreme and say, “Oh, well, I tried Facebook ads and they didn’t work.” Then their official opinion is that “Facebook ads don’t work.”
Some people will try an online marketing tactic, not get the results they want, and then just throw it out completely.
There are also people who have tried different online marketing tactics, haven’t gotten the results they wanted, and then wonder, “Well, what do I do next?” Maybe they haven’t totally thrown the idea out the window, but they’re at a point where they’re wondering what to do next. Do they try it again? How do they do it this time?
Regardless of what your experience is with online marketing, I encourage you to read this whole post. If you are more advanced in your knowledge, then some of these concepts or ideas may be obvious to you, but they’re not obvious to everybody. So stick through this post with me.
Did you really not get the result you wanted?
Say you tried something and didn’t get the results you wanted. What I encourage you to do is really look. Did you truly not get the result? What was your goal?
There are a lot of people who operate on how they “feel” their online marketing is going.
I’m going to take you through an specific example. Remember, you can apply this logic to any online marketing tactic.
I hear often that people are frustrated with their engagement levels on Facebook. They’re not getting any engagement from their audience or their engagement levels are very low.
I encourage them to dig deeper. Start with the question, “What engagement AM I getting?”
Then take it a step further: “How many people even saw my post?”
If only 10 people saw your post and you got no engagement, that’s one thing. If 200 people saw your post and didn’t engage, then that’s a totally different story. Proportionally speaking, it’s a little less alarming if it’s only 10 people who didn’t engage versus 200 people who didn’t engage.
A 1% engagement rate on Facebook is actually an average engagement rate. It’s good. Anything above 1% is actually pretty good. (Here’s a blog post about Facebook engagement rates.)
If you only had 10 people looking at the post and you got one, that’s not so bad. I mean, I know it’s “only one,” but you have to look at ALL of the numbers. That’s a 10% engagement rate. That’s pretty good! I know it’s “just” one person. But compare that to how many people saw the post. 10 people saw the post.
But maybe you want more people to engage. Which means you need more people to see your post. There are many ways to get more people to see your post. One of the ways is to boost your posts. Another is to drive traffic there from another page or your website.
With your marketing, sales, and really everything that you do in business, don’t go off of how you feel things are going. Look at the data.
You should know that all marketing is “educated guesswork.” We can’t predict how people are going to behave. There are so many different variables and we’re not in control of many of them.
Every marketing strategy really is just an educated guess.
Look at your strategy and make adjustments. Adjust 1-2 variables and see if you get a different result.
Let’s go with the example of email marketing. An entrepreneur (non-marketer) recently declared to me that “nobody reads emails anymore.” Yes, email marketing is old school. Yet it’s still one of the most effective ways to build an audience, nurture an audience, and actually make sales.
Say you’re disappointed with your open rate on your email marketing. Your next step is to see how you can increase your open rates. There are a lot of different things you could do. You can test out your subject line. Make it interesting and curiosity-inducing.
I had a client who would make her subject lines the name of her newsletter then the number. Something like “Weekly Digest #102.” That’s not a very sexy title. Longtime fans of hers might know what value she brings in those emails and are willing to click to read. But most may not give her a chance because the subject line isn’t interesting.
What would be more interesting is she teased what was inside. Her open rate increased once she started making her subject lines more interesting and sexy.
Another variable you could consider with your email marketing is who is on your list. Is it actually your target market? How did they get on your list?
Hire an expert
If you are DIYing it and you’re not a marketing expert, I really recommend that you hire a company like Envivo or another online marketing agency. Online marketing is a specialized skill. That’s why there are entire companies that do it.
It’s our job to stay on top of the latest trends and keep ourselves educated. Also, we have a lot of experience because we’re working with many different clients and types different businesses.
And furthermore, you didn’t go into business to do your marketing. You want to do what it is that you love to do. It’s also not the best use of your time. You should be developing your products and services, increasing sales, providing those products and services.
Yes, I definitely encourage people to DIY at the beginning to at least get your feet wet and start getting experience and data.
But if you’ve tried something a lot and it’s by yourself and it hasn’t worked, consider hiring a strategist.
You shouldn’t throw an online marketing strategy out the window just because you didn’t get the result you wanted. Look at the data. What actually is happening? Then adjust what you’re doing. And really consider hiring a strategist so you can spend your time elsewhere in your business.