Were you promised mountains and wonders with digital marketing?! You have redone your website…You have launched a blog and you have written articles…Also, you have posted a magnificent downloadable brochure! You even trained your sales people in digital prospecting on LinkedIn!BUT NOTHING… you didn’t get any results!? No lead… 0 serious contact… No business opportunity in sight? You can get in touch with Digital Marketing Agency in London
If you are there, your digital marketing strategy is flawed! But where, how and why?
Doing digital marketing without having a strategy
Doing digital marketing remains in itself a real strategy , just like internationalization for example.
Most companies that start digital marketing make a simple mistake: they start without a real strategy!
Embarking on the adventure without a solid battle plan is doomed to suicide!
Banish “dad marketing” and structure your digital marketing
Too many companies do “dad marketing”…
What is that thing ? It ‘s marketing like a do-it-yourself
When I discuss with the marketing teams of traditional companies: one fact always comes up: 9 out of 10 companies do marketing or communications “on a case-by-case basis”.
These companies therefore launch “unitary” campaigns for an event or the release of a new product/service . These campaigns are therefore very short-term and very short-lived. The problem is that they are designed without precise logic and that they do not fit into a scenario.
Let’s be clear: in digital it doesn’t work like that! The era of “one shot” marketing is over!
In B2B as in B2C, you have to be present and visible online 24 hours a day, 7 days a week , all year round. This therefore requires you to have an active and continuously evolving strategy!
If we take our example of internationalization again: it would be useless to send a sales representative once every 3 years to a single foreign exhibition. Let’s be honest, this kind of isolated action can’t work!
You know that expression: “throwing a bottle overboard”?
Well in digital marketing, it’s exactly the same thing! If your only action is to send an email once a year to wish your customers well wishes, then it’s a real bottle overboard and the result can only be disappointing…
The recipe is therefore to establish a very structured digital marketing strategy with the objective of being visible to the right target, in the right place and at several good times.
Forget perfection in digital marketing: take action!
The second most common error that we have observed during our support missions is the slowness of the teams to take action.
This slowness is often explained by the will of the teams to want to create “the perfect digital marketing plan”.
What you should not do: embark on a 6-month strategic reflection, then a 3-month brainstorming phase and finally begin a 4-month phase of writing specifications.
By the time you have validated this long “good corporate” process, the competition will have already put one or two laps in your sight…
With such a schedule, it is impossible to deploy any action in the short and medium term , which means that you will not see the results of your strategy before at least 18 months.
The solution is therefore to build and structure a digital marketing plan over a phase not exceeding 3 months or 90 days.
The schedule can be broken down as follows:
- an audit phase of your digital marketing over a maximum of 30 days
- a phase of construction of your personas, purchase path and brainstorming on the contents of 30 days max
- a structuring phase with the definition of your marketing plan (editorial and distribution planning) and the creation of the first content over a maximum of 30 days
The idea thereafter is to execute the digital marketing plan while continuing to evolve it on a regular basis . A review of the plan once a quarter is a good way to keep a certain course in your strategy while leaving room for maneuver to make it evolve.
Not keeping your marketing content alive over time
Once the content has been produced and distributed as widely as possible. Thanks in particular to your collaborators who remain your best intermediaries. The work is actually only half finished! If you managed to create quality content, it would be a shame if it quickly disappeared into Internet limbo without you being able to realize its full potential .
To avoid this, it is of course necessary to optimize its natural referencing (SEO). So that Internet users have a chance of finding your content on the first page of Google. If your articles must be written with the priority objective of being relevant and pleasant to read, the insertion (with the right semantic tags) of keywords in the titles, inter-titles and at the beginning of the text is essential, while such as placing links to other content you have produced.
