One of the nastiest problems in digital marketing is trying to dig out from underneath a failed strategy. As with many challenges, you have to start at the base. A digital marketing company will usually encourage clients to look for solutions in these three areas.

Sentiment and Feedback

Customers, even the ones who've since abandoned a brand, are incredible data sources. Fortunately, there is a bounty of data available in both sentiment and feedback.

Sentiment in digital marketing refers to customer comments and reviews in formats that easily allow you to scan and classify them. If a company sells products on third-party platforms, for example, a digital marketing solutions provider might collect them. They can then search for commonalities, especially among the negative ones. Sentiment data can go a long way toward telling you where to direct your marketing energies.

Customer feedback data is also critical. If you're not already seeking customer feedback, a digital marketing company will encourage you to build feedback forms. You can tie these to user registrations and sales so you can connect feedback to performance.

Platforms

Especially if customers appear largely happy with you, you may have to look at the platforms that carry your message. For example, are you using a wide enough range of digital marketing solutions? A company might not be doing much with social media, for example, and that can present an opening for connecting more with potential customers.

Similarly, you should assess which platforms deliver the best returns for your marketing dollar. Analytics might show that users on one platform love your content but don't actually buy your products. You might look at what works on the other platform and repurpose it on the other. Likewise, it might make more sense to put more resources into the platform that's producing conversions.

Optimization

A digital marketing company will want every system to run optimally. On the technical level, this means making sure that all of your servers for websites, apps, email, and other communications are responding quickly to requests. Also, if you're not already deploying a mobile-friendly website, that has to change immediately.

Likewise, you'll want to review your existing content to ensure everything is tight in terms of structure, grammar, and graphics. Clean up obviously ugly elements, such as sloppily-written service page content and needlessly complex or broken graphics. Improvements will signal quality to the search engines and raise the odds your content will drive traffic, registrations, and sales. 

For more information, contact a local digital marketing company.