Don’t just ‘wing it’​ with your companies’​ digital efforts

Marketing

The company with the plan is always going to beat you in the long-term, no matter how lucky you get.

Written By

Jamie Clifton

Posted On

18 Sep 2018

Setting up your company’s digital presence seems easy because all you have to do is set up a website, a few social media profiles and you’re covered, right? It’s far more difficult than that. There’s far more to it than that. But please know that winging it is not going to do you any favours. The company with the plan is always going to beat you in the long-term, no matter how lucky you get. This applies to every single digital channel.

One of the biggest digital marketing mistakes is not having a plan. Businesses don’t necessarily need a dedicated marketing team, but they do need some expertise within their company.

How Do You Know If You’re Succeeding?

The number of likes and the number of shares on social media are great for the mind, but they don’t actually mean anything in the grand scheme of your business. No business has ever paid their rent using how many likes they got on Instagram or LinkedIn. You need a clear indicator of success and failure, which means you need to know about what your business requires from your digital efforts.

You need to focus on enquiries or conversions through your website or specifically from social media, for example.

It’s not enough to know how many sales / how much revenue you have per month. You need to know where they’re coming from and over what period. It’s the only way you can understand what works, what doesn’t and make educated decisions going forward.

What Are You Trying To Accomplish?

Not every business is looking for the same things from their digital presence. Some of you might be looking for newsletter subscribers, others might need conversions from a specific landing page. You need to know what you’re trying to accomplish, otherwise, you’re not going to be able to make decisions that could help you meet your goals.

There have to be clear lines between success and failure. Without these, you’re never going to know whether you’re doing well or whether you need to change something.

You Need To Take Advantage Of The Trends

2018 is the year of the personal experience. This is where customers are buying personalised brand experiences over price-driven products and services. They need more touch points, they demand a thoughtful content strategy and you will be rewarded handsomely. Loyal customers, that know your business much better than they would have if you ‘winged it’ with infrequent, generic content. A lot of businesses still don’t know about this concept and many will try and fail, because they won’t have the patience, time or money to follow it through.

I’ve seen success with very little effort or budget

Yes, you’ve likely heard of someone who had success because they winged it. This means they were lucky, in a nutshell. Their success will be temporary because the world of digital marketing is changing all the time. Entrepreneurs and businesses who wing it haven’t won because of skill. It happened because they got lucky. Their luck can only hold for so long.

Think long-term. Only those with plans will win in the long-term. Think strategically about your digital marketing activities today. Your results will take off sooner than you expect.

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