If you’re investing heavily in a digital marketing strategy, you expect a certain ROI. Precisely why there’s little more demotivating than watching things consistently underperform, week after week, month after month.

Realistically, there could be thousands of reasons why any combination of elements within your digital strategy isn’t working. Nevertheless, the vast majority of digital strategy failures can be attributed to just five common causes.
If you fall into any of the following brackets, you have your explanation:

You lack experience
The single most common cause of poor digital strategy performance is a simple lack of experience. The problem being that far too many companies are unwilling to seek or provide sufficient training for those who handle their core marketing responsibilities. Likewise, entrepreneurs who operate their own small businesses rarely take any real steps to boost their knowledge of and experience with digital marketing. Half-hearted digital strategies almost always turn out to be costly mistakes.

You’re opposed to change
It’s no secret that the digital marketing landscape is evolving at its fastest ever pace. As such, it stands to reason that businesses intent on keeping up must do likewise. Change can be uncomfortable and disconcerting for all business owners, but is also the one constant that cannot be avoided. Unless you’re not only open to change but able to embrace every change opportunity to enhance and improve, you’ll never get on top of your digital marketing requirements.

Substandard or insufficient content
The cliché of ‘content being king’ has been done to death several times over, but nonetheless remains one of the most relevant rules at the heart of successful digital campaigns. Research suggests that the overwhelming majority of SMEs turn something of a blind eye to the production and distribution of premium-quality content in sufficient quantities. These days, the content you produce and publish can have greater impact and influence on your target audience than all the low prices and product innovations in the world. Content can make or break your business – it needs to be taken seriously.

Failure to establish goals
Marketing strategies can only be successful when they are developed and implemented in accordance with predefined goals and KPIs. After all, you can’t expect to achieve anything if you don’t first determine what it is you want to achieve. Boosting traffic, improving conversion rates, spreading the word about your brand, customer retention – all the kinds of goals that are achievable through strategic digital marketing. By contrast, make things up as you go along with no predetermined goals and you stand to achieve nothing at all.

You’re not social enough
Last but not least, social media marketing doesn’t begin and end with setting up company profiles and posting the occasional picture. Instead, it’s about getting as deeply involved as possible with your audience and building the kinds of connections that go above and beyond the usual business-consumer relationship. There’s a reason why many of the most successful businesses worldwide hire entire social media teams to oversee their operations full-time. Social media should play a role at the very heart of your digital strategy – anything else and you’re setting yourself up for disappointment

Author's Bio: 

Chris Jenkinson works as an outsourced marketing company providing marketing support to businesses.