- 03.01.24
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- Digital Marketing
Why is my marketing not working? (And ways to fix it)
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Article by
Amie Whale
Why is my marketing not working? Read our handy guide, as we debunk the biggest marketing myths and provide practical ways to improve your existing efforts.
The best marketing works in a funnel.
And it goes a little something like – “engaging content that produces high-quality leads to create customers whose positive experiences establish future advocates for your brand.” – And so on…
But while, in theory, this works like clockwork, there are many potential ways your marketing can fall flat on its face. So, what’s the solution?
In this piece, we discuss why your marketing isn’t working with tips for success after debunking some of the great marketing myths that may be leading you astray.
4 marketing myths to throw you off your game
Sometimes, one of the main reasons why your marketing may not be working is believing too strongly in marketing myths. So, here are four fantasies we encourage business owners to understand and see beyond:
Some say you can only achieve great marketing results through high expenditure. And we know most marketers will want us to believe that!
But although having a bigger budget can go a long way towards producing better marketing results, it’s not guaranteed. Just look at Chelsea Football Club in the 2022/23 season. They spent over £400 million on new players and finished 12th in the league.
Marketing is the same in the sense that a well-thought-through strategy can prove more effective than simply throwing money at the “next best thing” and hoping for the best.
To make every penny work for your marketing, you first need to invest the time into research, planning and preparation of your campaigns.
To engage the consumer with what we have to offer, we need to do more than simply sell.
Just think, when you want to buy something, you don’t just pick the first thing you see, nor do you listen to the first person offering their “must-have” deal.
No. We tend to research, read reviews, and compare prices before we buy.
So, while outbound marketing techniques remain relevant, inbound marketing that focuses on valuable content delivers an alternative approach to selling.
Although by design, it doesn’t appear to necessarily produce an instant purchase, if the quality is there, then content marketing will help build crucial trust in your business.
Because when trust turns to loyalty, loyal customers equal healthy sales.
Blogs, podcasts, and newsletters are just a few examples of how content marketing can influence your consumers while publishing product reviews and case studies will help show consumers and clients that they’re making a worthwhile investment.
Leading on from the inbound marketing conversation, we can’t define the success of a marketing campaign on immediate results alone. Despite not being what business owners want to hear, marketing takes time. After all, you should treat it as an investment, rather than some one-off service.
Instead of seeing that single social media post as ineffective, look at how it influences your entire campaign, content strategy and brand identity.
From establishing buyer personas to planning consumer journeys and making sales, a cohesive marketing strategy is built on preparation and patience.
Social media proves a powerful and cost-effective marketing method for businesses, potentially reaching millions of new consumers without much investment. But just because you want to utilise the power of social media doesn’t mean you need to be active across every platform.
You just need to find the right platforms that suit your brand best. For example, a large banking corporation will thrive way better on LinkedIn than TikTok, as a B2C brand harnessing influencer marketing would fare vice versa or on Instagram.
Ultimately, the best social platform for you is where your consumer likes to scroll. The key is to find out the popular platforms for your target demographic and go about engaging them in a language they will listen to with posts that add value and appeal to their interests.
Why is my marketing not working?
Now you’re aware of the four great marketing myths, it’s time to become wise about what else might be causing your marketing to struggle. And the first question you should ask is whether your strategy is in sync.
Addressing your overall marketing strategy should always include your branding and content.
For example, when various content creators produce siloed pieces of work without clear direction or brand guidelines, you can create confusion for your consumer and display an inconsistent message.
Whether it’s conflicting language or clashing visuals, consumers love to see consistency.
So much so, this consistency can boost company revenues by as much as 20%.
Creating cohesion and consistency across your marketing requires harnessing clear brand and content strategies. By combining your brand purpose, values and visions with strong market research and a distinctive tone of voice (TOV), you can create a unique message that your consumers recognise and identify.
Because with a clear marketing strategy to work with. You have all your marketing mediums in harmony by singing from the same song sheet.
Actions to take:
- Create branded templates for social posts to ensure everything remains consistent and appears visually attractive.
- Develop brand guidelines. This document needs to include your tone of voice (TOV) and design elements to ensure everyone in the business knows how to present your business to the world.
We assume you have your target audience in mind, but are you using the right resources to reach them? While we touched on this before with social media platforms, this issue goes further into every aspect of your content publishing and data acquisition.
Firstly, you should use your consumer information to inform and enrich future campaigns. Whether suggesting a birthday present, providing discounts, or promoting the next version of a product they previously purchased.
Data acquisition can come with online registration forms, feedback reviews and surveys. Despite collecting data, not all companies will use the information to boost their marketing efforts.
Secondly, rather than seeing marketing as separate channels, it helps to see it as one whole package that serves the entity of your business. This approach could mean your paid advertising informs your SEO with keywords, updating your website to become more prevalent on search engines.
Or it could be how your social media content helps drive traffic to your website. Either way, having all your mediums working in tandem is the best route to ensure you maintain the cohesion and consistency that wins the trust of your audience.
Actions to take:
- Use Google Analytics to track data. If you’re reading this after 1st July 2023 and can’t see any data, you need to make the transition to GA4.
- Don’t just send things, whether it’s an email or flyer. Consider the follow-up sequence.
The relationship between your business and consumer can be measured like any other on the sanctity of trust. No trust = no customers.
So, here are some questions to answer to help prove your worth to your consumer:
- What has your brand done to earn the trust of your consumer to make a purchase?
- Have you published enough case studies and reviews that pay testament to your ability to satisfy customer needs?
- Do you have user-generated content to support your authority?
Trust is essential in business and good marketing will help secure this trust. Your business growth depends on it and it’s something you need to earn with the right marketing strategy and execution.
Actions to take:
- Publish consumer reviews and testimonials and offer platforms for consumers to share their feedback.
- Create personal content by putting a face to a name.
“Marketing is an investment, not a cost.” – Sir Martin Stuart Sorrell
When a business invests in marketing products or services, it may expect instant results. And this is understandable in today’s instant gratification culture. However, marketing works with patience and persistence that relies on your strategy.
Some believe that eight touchpoints are necessary to inspire a sale, while others will argue less. The point is the more touchpoints you create with a seasoned sales funnel approach, the more likely you are to nurture investment. And it beats hoping on the back of one advertisement.
While paid advertising can increase eyes on your business faster than SEO, the latter can establish organic traffic to your website over months. Then again, both methods can support each other in building brand loyalty and identifying effective keywords.
Actions to take:
- Think about making your budget last over longer durations with a phased approach rather than spending it all at once.
- Follow up on your publications with repurposed and retargeting content strategies that emphasise your messaging and increase your consumer engagement.
Invest in a digital marketing package unique to your brand
At eighty3 creative, we provide bespoke digital marketing, web design and branding packages to keep businesses in sync with their campaigns.
From graphic design to brand guidelines and website analytics, we help companies make a mark in their industry while ensuring a healthy return on their investment.
So, if you’re keen to invest in a marketing package that will bring success to your business, get in touch with us today.
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