Why Digital Marketing Campaigns Fail
If you can avoid these six reasons and implement a process, you will have a marketing system built to get results.
Reason #1 Target Audience
Many businesses believe they’ve identified their target audience and for all intensive purposes I hope they have. With that being said, we've worked with thousands of customers over the last decade I can tell you that is not the case. Companies have a fear of niching down to a precise audience and for those who actually have a target audience, it’s just not specific enough when marketing online.
Some of you may be wondering, why do you need to be so specific when you market online? The simple answer is money, isn’t it always. The large tech giants like Facebook, Google, and Twitter are monsters with huge revenue appetites.
These companies need to bring in a lot of revenue to not only maintain but grow their stock prices. The way these giants do this is by acquiring smaller companies that have lots of users, for example Facebook bought Instagram, Google bought YouTube.
They buy these properties to monetize them. How do they monetize? With Ad Revenue. They designed these platforms to create great user experiences while showing ads to users. Facebook has done this so well in fact, last year in 2019 they netted 67.37 billion Dollars in ad revenue. So what does this have anything to do with the target audience?
Companies are always looking to find cost effective ways to market to customers. Well the secret’s out. Right now, social media is a cost effective channel to gain new customers. Companies are chomping at the bit and rushing to advertise, the result is available ad inventory is starting to run out and is causing inflation, upping the price of what it costs to market to people on social media.
Meaning if it’s progressively getting more expensive to show ads to users, our same marketing dollars reaches less users. If we are reaching less users, the amount of users we convert into buyers is less, which is increasing our cost to acquire a customer. With our cost to acquire customers going up, our profit margins decrease. The way we can counter and maintain profit margins is by marketing specifically to the consumer who is most likely to buy. The way we do that is by narrowing down our target audience and marketing to them specifically.
If you are looking for more information or want to know if your target audience is specific enough for digital marketing, listen to episode two. We’ll dive deep; and discuss solutions to finding and narrowing down your target audience.
Reason #2 Not Selecting The Right Channels
There are certain platforms that different demographics use. As an example, 65 year old men are not likely using Snapchat. Most people understand that, but there will be a few that might say “Well my grandfather downloaded Snapchat” and while yes, there are probably two 65 year old men that have downloaded Snapchat the majority have not. So the question is, where do these 65 year old men spend their time on the internet? I’ve saved you the google searches, they are on Facebook, in fact there are 8 million active Facebook Accounts for men 65 and older. How do we know this? We used something called Audience Insights.
Facebook Audience Insights gives you comprehensive information about people on Facebook. This tool allows you to see age and gender breakdowns; also education levels, job titles, relationship status and more.You can find out what people like; and learn about people’s interests, hobbies and lifestyles. Use this tool before building a Facebook or Instagram campaign to find your target audience.
Now if we are going to market to twenty one year olds, what channel are they on? According to Pew Research Center, 73 percent of people between the ages of eighteen to twenty four have active Snapchat and Instagram accounts. The idea here being that you need to know where your audience spends their time. If you are advertising on a channel that your audience isn’t on, you can expect to have little results. The next one gets a little more complicated,
Reason #3 The Wrong Content
We know who the audience is and where to find them now the question is, what do we show them? What kind of ad would convert a viewer into a lead or customer? Do we show them a video of the product, do we show them pictures of people using the product? Do we show them an informative blog post?
This is where a lot of campaigns fail, content.So where do you begin? Every channel has it’s requirements and it’s limitations. Let’s use Instagram as an example. In your feed, you can post a video that lasts up to about sixty seconds, on Instagram stories you can post a vertical video that can last up to fifteen seconds.
These types of requirements and limitations affect the ad you are going to use. Research the channel where your audience is and what type of “content” is performing well. Here is a secret, use video. 64% of people say they are more likely to make a purchase after seeing branded videos.
With the right target audience, the right channel and the right content for that channel, how could a campaign go wrong?
Reason #4 Lack of frequency
Frequency is the average number of times each person has seen your advertisement. A frequency of 3 for example, means that on average, people within your target audience have seen your ad 3 times.The key word there is average. A frequency of 3 most likely means that some people within your target audience have seen your ad many more times than that, and some have just seen it once, or not at all.
You can’t show an ad once and expect results. Many companies who try online advertising don’t take advantage of “warm marketing.” What is warm marketing? It means showing ads to users who have engaged or visited your website. Essentially, they are not a first time viewer, it’s someone who already knows you and is interested in coming back. At this point they haven’t made a purchase, the intention of these ads is to get them to convert into a buyer. This tactic has been the best performer for my customers bar-none.
It’s extremely rare for people to buy something after the first time that it is marketed to them. Bottom line: don’t expect success after marketing to someone once, plan for continued advertising using warm marketing when you can. Over the rest of this season, we will go into specifics on how to do “warm marketing” and track results. Make sure you stay tuned.
Reason #5 Lack of Testing
A lot of people put out a campaign and let it run for a month. They realize it didn’t work after that month and they say “Ok Facebook marketing doesn’t work for my kind of business. I tried it and it was a failure, so I’m done with it.” They give up.
What they don’t realize is that it does work, they just haven’t implemented a system to make sure that it does. It is not common for campaigns to be successful right out of the gate. So what do you do when you aren’t having success? You test.
You test the target audience, you test the channel and most importantly you test the type of content.Let’s say you try video and the video isn’t performing. Try another video. Let’s say that video didn’t work, try a graphic based ad. Let’s say that didn’t work, try another graphic. At that point if your ads aren’t working, it’s a potential you have issues with your target audience or more likely your landing page.
I won’t open that can of worms right now, but where you take your users is critical. So here is a tip, at Papi Digital when we launch a campaign, we like to launch with several types of options and several types of content to see what is working. If you follow a process you are going to get results. But how do you know if you are getting results?This seems obvious but I can tell you many businesses do not do this. When you run a digital marketing campaign you want to know where the traffic is coming from and which campaign is performing well. This doesn’t happen without implementing a system.
So here is a tip, start with Google Analytics. That’s going to be your key in knowing where your traffic is coming from and Google Analytics does just that. If you are a business that generates leads you need to set up Goal Tracking, if you are a business that sells products online you need to set up ecommerce on Google Analytics. If you are looking for more information about tracking the results of your campaign listen to the upcoming episodes this season.
Reminder for those who want solutions to the root causes of digital marketing failures listen to our next episode where we teach you how to solve them!