Over the past 15 years, we have encountered countless excuses as to why companies feel that digital marketing won’t work for them. All too often, companies fall into the trap of thinking that their business model is “too different” or “too unique” for internet marketing. Below are the top five reasons digital marketing strategies fail and offer some suggestions as to how your company can avoid them.
Resistance To Change
Marketing has changed dramatically over the last two decades. In the begin, companies could get away with just having a website of any kind, there wasn’t a standard of usability, it was just considered “cutting edge” to have a website. Then moving forward it had to be mobile friendly, often a reduced content version of the actual site. As long as you had something up that would allow your customers to find your info, you doing good.
Times have changed, it’s not enough to just have a website, responsive or offer e-commerce. There has to be a strategy and a plan in place that layouts how you interact with your clients.
According to Phil Laboon, CEO Growth Stackers and writer at Forbes you should make yourself more comfortable with the idea of digital marketing, seek out some educational articles and tutorials. Knowing a few basic digital marketing concepts will ease the fear of the unknown and give you the confidence to at least try a smaller-scale test.
Lack of experience is the No. 1 internet marketing killer. Many companies aren’t willing to seek proper training for their marketing employees, resulting in a huge waste of time and money. The world of digital marketing is becoming increasingly complex, making it nearly impossible to do half-heartedly. In addition, digital marketing is in a constant state of change, requiring marketers to learn, research and adjust their strategies on a continual basis.
Find a marketing company or freelancer to perform an ad test for your company. These small-scale tests are excellent at predicting your company’s success (or failure) on any given digital platform, allowing you to find an accurate starting point for larger campaigns.
There isn’t a “secret sauce” to digital marketing success. A universal magic formula just doesn’t exist. Many variables play a part in a successful social media campaign, the content being one of the most important. You are competing against not only other advertisers on social media but also all of the other content that a user actually wants to see (for example, a friend’s post about their most recent trip). Creative content is key to cutting through the white noise and capturing your desired audience’s attention. Your content has to catch their attention enough to make them stop the scroll and click on what you present.
Undefined Goals And Unrealistic Expectations
Before beginning any marketing campaign, it’s important to set realistic expectations and goals for what you’re hoping to accomplish. Unfortunately, it’s very rare that a digital marketing campaign is successful right out of the gate. Avoid stopping your campaigns prematurely. The modern digital marketer is testing hundreds of ad groups, looking to hit that sweet spot of cost, impressions and engagement, which doesn’t happen overnight.
In the beginning stages of a campaign, it’s necessary to primarily focus on key performance indicators (KPIs) rather than return on investment (ROI). A successful campaign requires a strong foundation before it can be expected to generate sales. Use data from your previous marketing efforts to set a baseline of comparison and educate yourself on the process to keep your goals clear and attainable.
Upper Management Doesn’t Use Social Platforms
When owners and managers don’t personally use social media, they are often skeptical of the effectiveness of social media advertising. Trying to explain anything technical in the campaign becomes almost impossible when the person isn’t familiar with even the basics of a platform.