Marketing has gone digital, and AI’s influence will continue to grow (more about that in future posts). The conversation around digital marketing revolves around social media, email marketing, content marketing, search engine optimization (SEO), paid ads, blogging, and more.
Whether or not you’re utilizing one or more of the above channels, if you’re not getting the results you think you should; it’s time to examine yourself in light of the five things discussed below.
1. A casual approach
Over 90% of the customers who engage us for our ScoreSocial business package already have some presence on social media, spanning years.
In most cases, the leadership creates Facebook, LinkedIn, or Instagram pages on the advice of a friend from a dinner conversation.
In the name of saving money, or not realizing the opportunity cost of lost value, the leaders initially run the social media pages themselves and later assign an intern or member of staff whom they pay below the market value for the service.
In all cases, there’s virtually no plan. The posts are inconsistent, the messaging incoherent and the brand image is all over the place. You don’t need to be an expert to realize, you can’t win using this approach.
2. Not setting set SMART goals
Fine, you’re there now. You’ve embraced digital marketing because everyone else is doing it.
But that’s only step zero. What are you trying to achieve? Why did you choose email over content marketing as your first stop?
Without specific, measurable, attainable, realistic, and time-bound goals (SMART); how will you know when you’ve achieved them?
Like any other great success that’s been achieved in the history of the world, start with a goal.
3. Chasing useless metrics
We need to shout from the mountaintop on this one. There are over 100 metrics available on all the digital marketing platforms today, but not all of them are useful to you and your business.
The most obvious one that ill-informed businesses obsess over is the number of followers. In desperation, some even go the lengths of engaging so-called ‘hipster’ agencies who sell or guarantee a certain amount of followers for a specific fee.
What use is 10,000 followers if only 100 engage with your content and are the potential customers? Isn’t it better to have a community of 500, where over 50% engage, and have the capacity and interest to transact with your business?
In the digital marketing world, we call these vanity metrics. You must decide what to measure, the applicable metrics, and how it translates to value.
4. Too little and too late
This is by far the most prevalent one, especially among the late adopters in the African market. Every customer we’ve turned down or severed ties with is because of this.
Most SMEs and start-ups fully appreciate the need to invest in digital marketing when they no longer have the resources. They spend their early years burning cashflow on other things apart from investing in their brand and putting their products or services in front of the right audience.
It’s only after cash flow dries up and sales nosedive that they decide to call Izwi Digital. Sadly, at this point, they can barely afford us, or any other sensible service provider.
It’s like calling an unreachable fire truck to help save your burning building when you could’ve strategically planted affordable fire extinguishers on every corner of your property beforehand. Doesn’t sound smart, does it?
Likewise, marketing is not sales. It’s a science and process that takes time and investment. Whatever you invest in it, is what you get. When done right, it leads to an unending stream of sales flow.
5. Lack of a focused content strategy
Whether it’s social, email, paid ads, blogging, or any other digital marketing channel you’re employing; you’ll need a solid content strategy to succeed.
Borrowing a leaf from Simon Sinek’s book, customers don’t buy what you’re selling but why you’re selling it. At the core of your content strategy, are stories that constantly inform people of this ‘WHY.’ It needs to be done consistently and repeatedly.
Studies illustrate that a customer needs to see a product or service at least seven times before they decide to buy it.
Getting started
A few years ago, we created content for a client. After crafting the strategy and producing quality content for them, distribution was assigned to their intern.
The content involved a business community of highly influential figures who when tagged on social media, reach and engagement would exponentially increase. Despite constant reminders, the intern always forgot, and the client lost three months of potential engagement and business.
What are we saying? It’s not enough to only do one thing well. As a foundation, strive to get all these five elements right.
Still unsure of how to proceed? Contact a member of our team to get started.