Digital is the future and all businesses are pointed that way. If you have already taken the step that way and have an awesome website ready to go, the biggest question on your mind will be “how will I market it”? One, you can have a digital marketing team for yourself and the second is to outsource the activity. A digital marketing team will be quite expensive compared to outsourcing cost owing to the expertise value.
Many businesses have gone digital successfully, however, not all of them are as lucky. “Lucky” is the word since many businesses that have not hit the success road will vouch that digital marketing does not work or does not beget promised results. The digital marketing niche itself has nothing to do with failure, the execution of the DM strategy has.
Let us look at the top 9 reasons why digital marketing fails.
- Provider over promises for business
This is normal practice in the DM space. A DM service provider will always over-commit to market his services. He will also promise on the results that may be actually unattainable. As a client business, you will need to take a judgmental approach along with some fact finding so that you will get the right perspective. Never give into unbelievable commitments.
- Providers knowledge and capability not assessed
This assessment can be a little tricky since you are not be as knowledgeable as the provider. Asking a few relevant questions can give you a fair picture. Of course, you have to a better doctor to assess another doctor’s calibre, which you are not. Getting some of the provider’s older projects and checking results can be a good way to go. Don’t believe all those testimonials on their websites.
- Provider has the same blueprint for all niches
Most providers follow a known but not certified road-map for all their DM practices. However, that is not the right approach. Niche dependent and analytical approach keeping in mind the competition is a good way to create a workable DM strategy. Most providers do not practice this. Asking for a strategy will be a good place to begin. Discussing and analyzing it is very important to assess and finalize. It is a joint exercise and creating a win-win for both sides will work wonders.
- Strategy not discussed and frozen
Many businesses jump into a DM practice without a strategy. This can be out of trust on the provider or just plain innocence about how or why it is practiced. A DM practice is not just about getting leads, it is also about building reputation, branding and business online. You, as a business should take care of your online branding because, that is the foundation for your business in the future.
- Pre assessment failure
A DM strategy or a practice may also fail when a provider does not analyse or assess the digital assets that a business already has. Polishing those assets, keeping them in order and maintaining them are critical. For example, if you have created a website and then ignored it for a prolonged period, it will be of no use. Web technologies and search algorithms change every day and you may have to upgrade them before putting them to use, adding to your costs.
- ROI analysis
Has the provider worked on ROI calculations for the DM strategy before making an offer? As a business, ensure that you sit with the provider and get the ROI done. It is more about achieving the numbers therein in terms of traffic and conversion than about money. This will ensure that you are on the same plane as the provider and expectations are set right, both ends.
- Traffic and expected numbers are achieved but no conversions
This can happen due non-compliance of frozen DM strategy or the quality of raw material (test, graphics or video content) used therein. In line with the strategy, there is no way numbers can go wrong, they may vary though, so, check what is being used for content on all your digital assets. In fact, you should keep checking on a daily or at least a bi-weekly basis. Wrong, irrelevant, sub-standard or plagiarized content can bring you down very quickly. Ensure that the content is top-notch; this will ensure good online branding.
- Tweaks not made on time
There are times when results are not forthcoming despite all good efforts. As a business, you will need to sit with the provider and check where the strategy is going wrong. An immediate brain-storming is essential to tweak the strategy and check for results, at least on a weekly basis.
- Bad strategy or no understanding of client business
Generally, a DM service provider suggests a strategy to follow, however a deep thought and some research will be required on that front. A provider is not expected to understand your business completely, still, a fair level of understanding is required as far as your USP’s and vision is concerned. Ensure that the provider has the right attitude to learn quickly and change the strategy as required.
The above pitfalls are quite common in the digital marketing space. To create a perfect and a successful online marketing strategy, a service provider has to understand the client’s business and vision on one end and search engine algorithms and strategic marketing on the other. Is your provider capable enough to walk the talk?