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Feb 16 2021
We see hundreds of digital marketing plans every year through our consulting and training services. Many businesses aren’t getting the results they should be.
They are working hard.
They are smart.
They are giving a good effort.
So why the miss?
Here are the top 10 reasons that Digital Marketing isn’t getting great results (and what you can do about it).
Failing to plan is planning to fail. If you don’t start with a clear strategy you probably won’t be successful. Many executions lack clear focus and objectives. Define your goals upfront to maximize your probability of success.
You should know exactly what you want to achieve and what your objectives are.
If you need help defining your strategy, join or Free Digital Strategy Workshop.
Many digital marketing plans either don’t have a clear and specific target audience or they fail to consistently be diligent in focusing their content to the audience.
Digital allows you to target your audience more specifically than traditional. BUT you need to know your audience better.
Define your target audience as specifically as possible – including their behavior, online interests and more to reach them as successfully as possible.
Do a few things well vs. many things poorly. Many businesses do too many things when it comes to digital. The truth is that everything you do in digital can be optimized to improve results.
If you do too many things you are probably not doing them as well as you can.
Remember, there are entire businesses grown by only one channel. You don’t have to do everything.
One of the real values of digital is that you can optimize and improve your execution over time. Marketers need to have an agile approach and adapt based on results.
Traditional marketing has a launch and move on mindset.
In digital launching is only the beginning. Once you launch you need to optimize to improve your results.
Benchmarks and regular measurement are key to growing your success. So many businesses focus their attention on activity – not results. For example, if you are sending emails your goal shouldn’t be to send a certain number of emails. Your goal should be open rates or action rates.
Set clear benchmarks for every part of your digital marketing to be sure you are actually getting results.
On every digital channel you are in an attention war. This means that you need to earn the attention of your audience. If your content is ok or mediocre it won’t break through the noise.
Spend some time to make sure that your content is relevant and interesting to your audience. This is vital across all digital channels.
You need to understand the best practices that are key to success across channels. Many businesses struggle because they aren’t implementing basic best practices across channels.
The devil can be in the details.
Make sure you are using best practices across channels.
Your content should be focused based on your strategy. Every. Single. Thing. you do should be linked to your strategy. Many businesses have a strategy, but when they get to creating content they lose focus.
Check that all of your content is centered around your strategic objectives and your audience.
There are so many things you could do, but many don’t really matter to your growth and business results. Small changes or small executions won’t move the needle.
Stop wasting time on things that don’t really matter. Go big on a few things and aim for big results where it matters most.
Many businesses start off pretty focused, but lose their focus over time. There are so many things you could do in digital marketing. New channels. New tools. New features.
It is easy to get distracted. The key to success is to prioritize the areas that are most likely to grow your results. Our investment/impact framework can help you focus on what really grows your business. This leads to less time wasted on the things that don’t truly matter.
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