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Posted by Katherine

Are the bricks of your digital marketing strategy close to collapsing?

Late last night, a wall adjacent to the main lines in and out of Liverpool Lime St station (where I disembarked for a little shopping therapy over the weekend) collapsed, leaving thousands of customers reliant on the service searching for alternative routes for several days (or even weeks, according to an engineer).

Constructed in 1837, the year before Victoria took the throne in the United Kingdom, the station is the largest in Liverpool and the oldest grand terminus mainline station still in use in the world.

But what does this have to do with your digital marketing?

Woman communicates on social media on mobile phone

Well, your strategy might not be over 150 years old, but at the rate digital marketing is advancing, it needs to be strong enough to contend with search engine updates, emerging trends and social networking apps in a new and ever-changing digital age.

In a period of around 10 years, smartphones, laptops and tablets have become our go-to gadgets for communication, news, and entertainment. Our in-built desire to connect with people across the world will never cease, which is why online marketing services (such as SEO, PPC and social media management) provide the solid foundations your business needs to grow and survive long-term.

As an expert digital marketing agency in Manchester, it’s our job to ensure we offer the latest, best online marketing services to you, the business owner. So how can you identify the problem areas of your strategy?

4 warning signals your strategy is headed for disaster

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There are many different ways to construct a winning digital marketing strategy; there’s no one singular approach to success, but recognising the warning signs of a failing one will help you to avoid any major (expensive) repair work and disruption!



1 Poor Communication


Online marketers communicate positively at a meetingIf you feel that communication between your business and creative agency or in-house team is an issue, this needs to
be resolved as soon as possible. Without a strong, healthy relationship between the two, your results will never be anything but average.

Breakdowns in communication can lead to dissatisfaction, missed deadlines, and brilliant ideas going unnoticed. In a nutshell, poor communication can prevent your business from reaching its full potential.

Often face-to-face communication works best (set up a regular meeting), as this helps ensure that everybody is on the same page. However, don’t be afraid to utilise modern technology to have frequent contact too.

If you’re looking to master business communication, this neat guide will help get you started (I love the cute illustrations!).

2 Inconsistency across channels


consumer accesses eCommerce site on the move on a smartphoneHow does your brand voice on Twitter compare to your latest e-shot (marketing email), blog content, LinkedIn company profile and other marketing channels? Creating an integrated, omni-channel experience for your customers is crucial to the success of your marketing strategy.

Omni-channel is really about creating a seamless experience that is effortless for customers, no matter what device they’re using or where they are at that particular moment in time.

Potential customers are interacting with your brand on their smartphones, laptops, tablets, and perhaps even in-store; the lines between what we do online and in real life start to blur, so making sure the customer experience is as easy and enjoyable as possible should be a priority.

Dominos have got Omni-channel marketing spot on. Their TV ads, PPC ads, e-shots, website and in-store marketing all feel integrated (because they are!). This makes for a happy customer that will return over and over again.

If you aren’t sure what marketing channels are right for your business, give us a call on 0161 236 0390. 

3 No new customers (clients)


Whether you’ve been with your digital marketing agency for 6 months, 12 months or 5 years, you should be feeling the benefits.

Side Note

If you’ve only just begun your SEO or Google AdWords campaign, give it a chance to get going! Your marketing budget may also be too low, so make sure your expectations are clear from day 1.

If you’ve invested in search engine optimisation (SEO) you should notice a difference in your organic rankings on Google (and Bing), and be experiencing an increase in web traffic.

If your Pay-Per-Click (PPC) ads have a low click-through rate or are generating lots of clicks that don’t convert, these are all signs of a failing strategy.

4 Low social engagement


Social engagements come in the form of likes, retweets, comments, shares, regrams, repins, mentions, clicks, views and other interactions on social media platforms.

There are many different social platforms you can use to reach out to a wider audience online, from Pinterest, LinkedIn and YouTube, to Facebook, Twitter and Instagram. Identifying the platforms that are right for your brand is something you’ll need to discuss with your marketing team (or us!).

like share comment - Facebook engagement

There are a number of potential reasons why customer engagement is low. To increase social engagement, take a look at these 50 ways and start improving your social strategy!

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To sum up, results are the determining factor of a winning strategy. As a digital marketing agency in Manchester that is result driven and data led, you’ll always know if your tailor-made strategy is working.

If you’re looking for a professional agency in Manchester, look no further than Coffeepot Digital. Give our expert team a call today on 0161 236 0390, or email us at

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