As a business owner or digital marketer, you will notice that some things just come to a grinding halt. You might have seen it coming for a while and didnt know what to do. It could have been because of a consistent drop in the last few months.
Sometimes, you dont see it coming and now you see little traffic visiting your website. A migration could have caused this and therefore you need to start from the beginning. However, if nothing has changed on your website and you have noticed that things have slowed down, you must review your marketing campaign. This will apply to all businesses as well, whether you are an investment fraud lawyer or an eCommerce website. It can affect everybody. Let’s look at how you can review your marketing campaign and get it back on track.
The first thing you need to do is establish what the issue is. Have you noticed a drop in traffic across the website, resulting in fewer conversions? Has there been a drop in reach with your targeted social campaigns? Has the bounce rate increased for your paid advertising?
Once you have answered those questions, you should have a better understanding of what has happened. If that doesnt give you a true indication then your next step is to ask your customers/ clients. Send out a survey to see what they think and why they are no longer buying products from your company.
Once you find the issue, it is time to change the strategy. However, we advise you to not change everything at once. The reason is because this could cause more damage than good.
If you have noticed that your organic traffic has dropped recently, it may be worth reviewing. Maybe the keywords you once targeted dont get the searches anymore. It means you need to refresh your keyword research and optimise your content for new keywords. Completely rewrite your content and make sure it is optimised for the keywords. That way, Google recognises you are writing fresh new content which is what they want.
The same goes for any paid advertising as well. The market could have changed as well as the audience. If an audience is not working like it once did, it is time for a change. You need to look at targeting new audiences to help drive that traffic. This will then result in more conversions for your business.
When your website starts to slow down, there is nothing more frustrating. The marketing strategy that once worked and was highly successful is no longer working. That is why you need to make the adjustments to keep your business running.
Sometimes it isn’t always the marketing campaign. It can be a change in user intent. For example, maybe you once specialised in Forex scams but now need to target something else as people are more aware of the online scams that exist in this sector.