By Judith Lee

You know the importance of digital marketing today. But sometimes, despite all our best efforts, things just don’t go to plan.

If you have a digital strategy in place and haven’t noticed any change or improvement to your engagement, traffic and revenue, it may be that it’s simply not working for you and it’s time for a new approach using some new ideas.

What are the warning signs your digital strategy isn’t working? Here are our five top indicators.

1. Nothing has changed in three to six months. Three to six months is the average time taken to put a strategy into action and start seeing the initial results. If nothing has happened in that time, it’s probably time for something different that better reflects your brand and resonates with your intended audience.

2. You’re reaching the wrong audiences. Your strategy already gives you an insight into who is engaging with your content. But what if these people aren’t in your demographic? If your content is reaching the wrong audiences, you’ll need to work out what appeals to the demographic you want and switch up your posts accordingly.

3. Less than 10 percent of your site’s traffic is directed from social media.  The whole point of social media marketing is to promote yourself as a brand to a wider, interactive audience. The end result is an increase in traffic as these audiences take an interest in your content and visit your site to see what you have to offer. If less than 10 percent of your traffic is coming from your social channels, clearly there’s a problem.

4. Your content isn’t getting the clicks you expected.  You’ve created a post, uploaded it to all your social media channels and… no-one clicks on it! If your social media posts aren’t driving traffic to your site, it’s important to think about why that is. Have you tried video or even live video, which receive the greatest engagement? Your posts likely aren’t giving audiences a good enough reason to click through to your site, so make sure you include video and possibly an incentive on future posts.

5. Followers aren’t interacting with your posts.  When posts are exciting, informative and shareable, they generate a lot of comments. People love to have their say and share their thoughts on whatever it is you’re promoting – especially if it’s something they can be enthused about. But if no-one is commenting, that’s a pretty clear sign that no-one really has much to say about it. Better posts optimized for engagement should definitely be something to consider.

Do you think any of these are applicable to your digital marketing? If so, it’s time for an overhaul.