{"id":2843,"date":"2015-04-22T10:00:00","date_gmt":"2015-04-22T09:00:00","guid":{"rendered":"https:\/\/www.lcn.com\/blog\/?p=2843"},"modified":"2021-07-09T13:58:01","modified_gmt":"2021-07-09T12:58:01","slug":"3-reasons-why-your-internet-marketing-campaign-failed-3-solutions-for-success-next-time","status":"publish","type":"post","link":"https:\/\/www.lcn.com\/blog\/3-reasons-why-your-internet-marketing-campaign-failed-3-solutions-for-success-next-time\/","title":{"rendered":"3 Reasons Why Your Internet Marketing Campaign Failed and 3 Solutions for Success Next Time"},"content":{"rendered":"

There\u2019s got to be a reason your internet marketing\u00a0campaign didn’t work out, right?<\/p>\n

In this article I\u2019ll get straight to the point and attempt to explain the main reasons why most internet marketing\u00a0campaigns fail.<\/p>\n

These campaign failures are common and most internet\u00a0marketing professionals fail to understand why exactly their campaigns don’t generate a strong return on investment.<\/p>\n

 <\/p>\n

1) Your opinion, or someone else\u2019s opinion, was the reason for your campaign\u2019s failure<\/h2>\n

Opinion. Where do we begin?<\/p>\n

Often, well very often, people tend to get hung up on attaching too much weight to opinion when it comes to internet\u00a0marketing campaign decisions. Don\u2019t understand this concept?<\/p>\n

I\u2019m talking about things such as, how the campaign is launched and brought to market, quality control and campaign guidelines, and the effect and impact which your business anticipates the campaign to have.<\/p>\n

Decision makers should rule out opinion completely, it\u2019s irrelevant<\/strong> \u2013 and if you don’t agree with this don’t bother reading on through the rest of this article as you won’t understand what I’m trying to say.<\/p>\n

Every decision maker and marketing professional needs to be data-driven<\/strong> and make business decisions which will benefit future growth, profitability, and increase revenue alongside complimenting other corporate goals.<\/p>\n

If you want the real data then go and research your marketplace<\/strong> and understand how they are searching for and purchasing your services.<\/p>\n

Firstly, make good use of Google\u2019s Keyword Planner<\/a> for a better idea of how you can best target and fine-tune your campaign to your target market.<\/p>\n

 <\/p>\n

\"keywordGoogle Keyword Planner<\/em><\/p>\n

 <\/p>\n

How else can I get relevant keyword ideas?<\/em><\/strong><\/p>\n

Uber Suggest:<\/strong> Use this tool to search for new keywords<\/a> and then combine them and find long-tail keyword variations and permutations. http:\/\/ubersuggest.org\/\u00a0<\/a><\/p>\n

\"uber<\/p>\n

 <\/p>\n

2) You measured campaign performance incorrectly<\/h2>\n

Firstly, how do you measure campaign performance?<\/em><\/strong><\/p>\n

You should be utilising a variety of industry standard tools that can be found online,\u00a0where you can analyse your campaign performance.<\/p>\n

Useful tools such as,\u00a0Google Analytics<\/a>, Rank Reporting, Whitespark.ca, Search Metrics, KISSMetrics, Quora<\/a>, Internet Marketing Ninjas, Search Engine Land, Search Engine Watch, all help you review and better understand your campaign\u2019s performance.<\/p>\n

A\/B test your campaigns and make sure you are increasing your conversion rates<\/a> all the time. This is one main areas of campaign failure<\/a>.<\/p>\n

 <\/p>\n

Google Analytics<\/strong><\/h3>\n

Use Google Analytics to review campaign performance at all times…<\/p>\n

 <\/p>\n

Step 1: Reporting & Analysis<\/strong><\/h3>\n

Always use Google Analytics to solve marketing campaign performance\u00a0issues, for example, understanding how to increase conversion rate, analysing landing page performance, or even to check your referral traffic (one of the largest campaign performance success signals).<\/p>\n

Using Google Analytics\u00a0is absolutely imperative for a successful internet\u00a0marketing campaign.<\/strong><\/p>\n

Let’s get started…<\/p>\n

Type \u201ccontent<\/strong>\u201d into Google Analytics search bar.<\/p>\n

\"content\"<\/a><\/p>\n

 <\/p>\n

Click \u201cBehaviour > Site Content ><\/strong> Landing Pages<\/strong>\u201d.
\n<\/a><\/p>\n

 <\/p>\n

\"landing<\/p>\n

 <\/p>\n

This report will show you exactly how many new visits your landing pages <\/a>had over the specific date period, \u00a0and bounce rate and average session duration data. You can then set up specific goals<\/a>, such as contact form submissions.<\/p>\n

So, now you have some general information, you really want to see where these people came from. We can easily filter this information…<\/p>\n

Click \u201cSecondary dimension<\/strong>\u201d and enter \u201cSource\/Medium<\/strong>\u201d.<\/p>\n

This will give you a breakdown of referral sources, such as Google, Reddit<\/a> and Linkedin.<\/p>\n

 <\/p>\n

\"referrals\"<\/a><\/p>\n

 <\/p>\n

As you can see, the above \u201cSource<\/strong>\u201d column is now added to the report, meaning we can now see which referral source our visitors are coming from.<\/p>\n

This should always be used as a key campaign performance measurement. <\/strong><\/p>\n

Here\u2019s a question for you, where did your visitors come from?<\/strong> What did they do after they visited the landing page?<\/strong><\/p>\n

Let’s briefly\u00a0explain website behaviour flow<\/strong>:<\/p>\n

 <\/p>\n

\"bflow\"<\/a><\/p>\n

 <\/p>\n

 <\/p>\n

The above behaviour flow <\/strong>diagram shows that our website\u2019s starting page was the homepage \u201c\/\u201d \u2013 this also shows us that the homepage is the\u00a0page the majority of our traffic lands on (the first touch point<\/em>).<\/p>\n

For more information regarding behaviour reports and how to increase analytics visit Google Analytics help section<\/a>.<\/p>\n

 <\/p>\n

Use Content Experiments in Google Analytics \u2013 Setting It All Up<\/h2>\n

\"contentContent Experiments<\/a> tool in Google Analytics is great for figuring which one of your pages performs best for a certain action. For example, what product landing pages convert best, or A\/B testing between two mailing list sign up forms.<\/p>\n

Firstly, name<\/strong> your experiment something which is relevant and memorable, you could base this on a landing page<\/em> name for example.<\/p>\n

Once you have created your experiment you can make the choice of what percentage of your traffic you would like to distribute to the experiment – For the purposes of this experiment I would leave this set at 100%, but it does depended on how business critical this page on your site is.<\/p>\n

You can also set a minimum amount of time you would like the experiment to run for. I would suggest four\u00a0weeks as a minimum – long enough to get enough solid data to make an informed decision on the experiment.<\/p>\n

For more information on getting started with Content Experiments – check out this beginners guide<\/a>.<\/p>\n

A quick tip<\/em>: With regards to the advanced options, I would suggest setting \u201cdistributing traffic across all variations<\/strong>\u201d to OFF<\/strong>. Just make sure that the confidence threshold is 100%.<\/p>\n

 <\/p>\n

3) You didn’t thoroughly look at the campaign\u2019s structure prior to launch<\/h2>\n

Weigh up the advantages and disadvantages of running your online\u00a0marketing campaign.<\/p>\n

A quick tip for you would be to use one of the several (both free and paid)\u00a0SEO tools<\/a>\u00a0available online to increase campaign efficiency<\/strong>\u00a0<\/p>\n

The question is. Do you really<\/em> think the campaign will be a success?<\/strong><\/p>\n

Ask yourself:<\/em><\/strong><\/p>\n