10 important reasons why an online strategy can fail
You got in the car of new technologies, creating a web, completely an ecommerce platform, which you keep punctually updated with new products. You did not expect to get rich overnight, but that gradually your investment would pay off, and with the passage of time become a reference page in the sector. But several years have already passed, and you check with dismay that your project still does not take off, your sales volume is not what you expected, what could be failing?
Your strategy is based on obsolete principles, you have not revisited it since its creation. The online world changes constantly and you have to adapt to it. This medium requires ongoing training, research trends and experience new things every day.
You act blindly, without taking analytics into account. If you do not study and extract conclusions from the data obtained, you will hardly be able to detect errors, know the behavior of your users or adapt your strategy to new trends.
Your website is one more of the lot, whose design has not changed since its inception, and therefore neglects usability. With this scenario, you will hardly be able to position yourself in the market. Surprise your users with an updated design, perform A / B testing, check that the purchase process is quick, easy and convenient for users.
You have not defined your target audience. Your pretense is to sell as many more people as possible; that’s fine, but you have to specify a little more. Study your audience and describe the socio demographic characteristics that define it. Once you know what tastes and preferences you have, you can focus your strategy. Highlight the products for which they feel more preference, adapt your pricing policy, use the communication channels they prefer.
Your content strategy is conspicuous by its absence. Your website does not present relevant content, just has descriptions about the products. Providing your website with fresh, dynamic content and attractive formats is now an added value for users. Facilitate their consumption, using purely visual content, hence the great success of infographics and videomarketing.
In your strategy, the brand is above all things, it is the center of attention. Well, no, there has been a transfer of power, now the client is the undisputed protagonist, who has a voice and a vote. Aware of this, he does not hesitate to exert his power over his peers, spreading his influence throughout the network.
The stated objectives are too broad. Concepts such as “increase your online presence” really does not say anything; instead it could be something like “get 30% more mentions of the brand”. It establishes concrete objectives, accompanied by guidelines for action aimed at achieving them. Direct your efforts towards specific points, do not waste your efforts putting in action isolated actions without order or concert.
You underestimate the power of Social Media. The 900 million Facebook users can not be wrong. Social networks are today the natural habitat of interaction between brands and their users. Design a strategy of action in this environment and immerse yourself with decision. Your customers are already there, do not feel ignored, design actions to suit you and actively join the conversation.
SEO, Social Media and Marketing live in separate worlds. Big mistake. All these elements must work together, joining forces to achieve a common goal. Each one covers an important facet, they complement each other perfectly. The current trend towards the semantic web makes interrelation and teamwork necessary.
You have forgotten about mobile devices. It is the country that has a greater reach of smartphone penetration. One of its main uses is the search for active information about products. 56% of users expect brands to have a website adapted to these terminals. You’re missing a big piece of cake.
If your strategy fulfills all or several points of this list, seriously consider a radical change and take into account the guidelines provided. There are many other errors that are usually made in the online medium, which would you highlight?