Here are the top 4 semantic keyword phrases for What to Do When Your Online Marketing Isn’t Working:

1. Analyze Current Strategies
2. Optimize Your Content
3. Engage with Your Audience
4. Experiment with Different Tactics

Analyze Current Strategies

Review Your Marketing Metrics

Before you can solve any problem, you need to understand it. Digging into your marketing metrics is essential. I usually start with Google Analytics. It’s amazing what you can discover about traffic sources, user behavior, and conversion rates. Maybe the problem isn’t widespread—maybe it’s a single channel or even a single landing page that’s underperforming.

After identifying the weak spots, I look at the time frames. Did something change recently that correlates with the drop in performance? Sometimes it’s an external factor like an algorithm update or even seasonal changes. Once you know the “what” and “when,” it’s easier to figure out the “why.”

And don’t forget to benchmark your data. Comparing current performance to past metrics can provide a reality check. Sometimes, it feels like things are falling apart when they’re actually consistent with seasonal trends or past cycles. Data doesn’t lie, and context is crucial.

Evaluate Channel Performance

Each marketing channel—be it social media, email, SEO, or paid ads—has its own characteristics and metrics. It’s like having a toolbox with different tools; they each have a purpose. Evaluate each channel individually to spot what’s working and what’s not. For example, you might find that your PPC ads are costing you more without delivering better results compared to organic SEO.

If one channel is underperforming, don’t be too quick to scrap it. Perhaps it needs re-tuning or more well-aligned content. Sometimes a tiny tweak—like changing the call-to-action—can make all the difference.

Look at the demographics and behavior data for each channel. Who are you reaching, and how are they interacting with your content? Maybe you’re targeting the wrong audience on a specific platform. It’s all about refining and aligning to improve performance.

Compare Competitor Strategies

Don’t work in a vacuum. Sometimes the best insights come from observing what your competitors are doing. Tools like SEMrush or Ahrefs can help you see which keywords are working for them, what kind of content they’re putting out, and even where their backlinks are coming from.

Once you gather that competitive intelligence, analyze it to see how you stack up. Are they using a tactic you haven’t tried? Maybe you’re lagging in terms of video content, or perhaps their blogs are resonating better because they address user intent more effectively. Use these insights to recalibrate your approach.

In many instances, collaboration is an excellent strategy. Consider guest posting or even teaming up for a joint venture. It not only broadens your reach but also builds credibility. Competitors don’t always have to be adversaries—they can be a source of learning and growth.

Optimize Your Content

Improve SEO Techniques

SEO isn’t a set-it-and-forget-it task. It’s like gardening; you need to constantly prune and nurture it. Review your on-page SEO elements such as title tags, meta descriptions, and header tags. These may seem basic, but they’re the building blocks of good SEO.

Keyword optimization is another area that demands constant attention. Make sure you’re targeting the right keywords—the ones that not only have good search volume but also align with user intent. Long-tail keywords often convert better because they’re specific and capture the essence of what users are searching for.

Backlinking is another crucial factor. Quality over quantity is key. Focus on obtaining backlinks from authoritative sites. Guest posting, press releases, and even broken link building are great ways to achieve this. Every quality backlink is like a vote of confidence in your site.

Create High-Quality Content

Content is king, and high-quality content reigns supreme. Invest time and resources in creating valuable, relevant, and engaging content. I always recommend conducting a content audit to identify gaps and opportunities. If a particular topic is trending but not covered in-depth on your site, now’s the time to create that content.

Additionally, updating existing content can work wonders. Algorithms love fresh, updated content. Revisit your older posts and tweak them with new data, updated information, and better visuals. This not only improves your SEO but also enhances user experience.

Remember, storytelling is powerful. Engage readers with compelling stories and actionable advice. People appreciate content that not only informs but also entertains. Humor and personal anecdotes can go a long way in making your content memorable.

Utilize Visual Content

Visual content is more important than ever. People are visual learners, and sometimes a picture or a video can convey your message more effectively than text. Incorporate infographics, charts, and videos in your content strategy. These not only improve user engagement but also boost your SEO efforts.

When I started using more videos in my blogs, the results were immediate and impressive. People stayed longer on the page, interacted more with the content, and my bounce rate significantly dropped. Video content also performs exceptionally well on social media, driving more traffic back to your site.

Don’t shy away from leveraging tools that make it easy to create visual content. Canva, for example, is fantastic for creating professional-looking infographics without needing a graphic design degree. The goal is to make your content more dynamic and engaging for your audience.

Engage with Your Audience

Build a Community

Building a community around your brand can create a loyal customer base that not only engages with your content but also advocates for your brand. I find that hosting webinars and live Q&A sessions are excellent ways to foster a sense of community. These interactive sessions allow you to directly address customer concerns and provide value in real-time.

Regular engagement on social media is another crucial aspect. Answer questions, respond to comments, and actively participate in conversations. Show that there’s a human behind the brand who genuinely cares about the audience.

Consider establishing a forum or a private social media group where users can interact not just with you, but with each other. This creates a sense of belonging and facilitates peer-to-peer support, making your community even stronger.

Utilize Social Proof

Social proof is incredibly powerful. People are more likely to engage with your brand and purchase your products if they see others doing the same. Customer reviews, testimonials, and case studies are compelling forms of social proof.

I always encourage my clients to collect and display customer testimonials prominently on their site. A glowing review can often be the nudge a potential customer needs to take the plunge. Similarly, showcasing case studies can illustrate real-world examples of how your products or services solve problems.

Incorporate user-generated content wherever possible. It’s authentic and relatable, and it shows that your customers are active and engaged. Contests and social media challenges are excellent ways to encourage users to generate content that promotes your brand.

Be Responsive

Responsiveness can significantly improve your relationship with your audience. Always be prompt in answering customer queries, whether it’s through email, social media, or your website’s chat feature. Quick responses show that you value your customers’ time and that you’re attentive to their needs.

One thing I always ensure is to follow up on customer feedback. Whether it’s a complaint or a suggestion, acknowledge it, and take action. This not only builds trust but also shows that you’re committed to continuous improvement.

Using automation tools can help manage this effectively without making it impersonal. Set up quick replies for common queries, but always try to add a personal touch. A little effort goes a long way in making your audience feel valued and heard.

Experiment with Different Tactics

Test A/B Campaigns

A/B testing is a simple yet powerful way to find out what works best for your marketing efforts. Whether it’s email subject lines, landing page layouts, or call-to-action buttons, testing different variations can provide invaluable insights. Start small and gradually expand your tests to cover more elements of your campaigns.

When I A/B test, I ensure to run the experiments for a significant amount of time to gather enough data. It’s important to only change one element at a time, so you know exactly what impacted the results. Keep refining based on the insights you gather.

Metrics such as click-through rates, conversion rates, and engagement levels can offer a clear picture of what’s working. Make sure to document your tests and their outcomes for future reference. Continual optimization based on A/B testing results can lead to significant improvements over time.

Leverage Influencer Marketing

Influencer marketing has become a pivotal part of online marketing strategies. Collaborating with influencers can help you reach a broader audience quickly. Choose influencers whose audience aligns with your target market for maximum effectiveness.

When choosing an influencer, it’s not just about the number of followers they have—engagement rates are equally, if not more, important. A smaller but highly engaged audience often yields better results than a larger, less engaged one.

Structure your campaigns to give influencers creative freedom while sticking to your brand message. Authenticity is key in influencer marketing. When an influencer genuinely likes your product and shows it, their audience is more likely to be swayed.

Adopt a Multi-Channel Approach

Relying on one or two marketing channels is risky. Diversify your approach to include multiple channels—social media, email marketing, content marketing, and paid advertising. Each channel has its unique strengths and can help you reach different segments of your audience.

For instance, while social media is great for engagement and brand awareness, email marketing excels in driving direct conversions. Combining different approaches ensures a balanced and comprehensive strategy. Track performance across these channels to tweak and optimize your campaigns efficiently.

It’s about creating a seamless experience for your audience. Your message should be consistent but tailored to fit the platform’s unique characteristics. A multi-channel approach maximizes your reach and ensures that your message resonates with a wider audience.