This may sound strange coming from a company that makes its revenue from digital marketing. But if you read every promo piece on the internet, you’d be led to believe that there is nothing but success with digital marketing. Perhaps you have found out the hard way that is not true.
Feel like you’re not getting your money’s worth?
Facebook ads, Google ads. Linkedin ads. Marketing automation. The list goes on. And which of them can be (and many actually are) fantastic? So why is it they don’t work for some companies?
The number one reason many companies fail is that they use these tools ad hoc without a comprehensive thought-out plan. That may sound simple enough but you would be amazed at how many companies skip this vital step. They just know what they want to sell, they think they know who they’re selling to and they set out to do some simple Facebook ads driving people to their website. That is a program for failure. What is someone supposed to do at the website? Websites by definition have a wide array of information. Where did you want the visitor to go and what did you want them to do? Chances are they will bounce out and that is wasted money because it is a wasted click and that’s how you pay for your ads. Your website must be optimized for your online marketing or better yet, you need a simple dedicated landing page.
One of my clients was spending $1000/month on Google ads and they had no idea if they were working or not. Sure they could track visits to their website but they had no way of knowing if that led to leads or sales or not. And worse, they had no follow up. And follow up is where the money is. Needless to say, we’re doing things differently today.
There is a litany of errors that are more common than we would like to believe. And there is a simple way to mitigate many errors and improve your chances of success. It starts with a well-planned strategy.
Another common mistake people make is assuming that people will buy on their first visit to your landing page or website. Most won’t. Chances are they’ve never heard of you before. But if you capture their email address you will begin to be able to nurture them through email advertising and/or remarketing. There is an art to email and remarketing and it is the art of not annoying the crap out of people so they unsubscribe from your list. You will get unsubscribers but as long as that is a marginal number it is nothing to worry about.
If you don’t feel you’re getting your money’s worth, start by reviewing your strategy. For a free Strategy Planning Guide, download mine here. It’s more than just a template, it’s a step-by-step guide explaining the importance of each step with instructions and examples. There is also an added free bonus for you on the strategy download page. It’s worth your while to look at it.
And here’s to your success.
by William Lower and Peter Hickey
If you pay attention to online marketing forums and groups, you will know there is a plethora of articles, eBooks, software solutions and even entire companies focused on one thing: helping companies get more leads and subsequently more sales for their business.
The obvious question is, “Where are those leads coming from?” Are they coming from companies that don’t have a current supplier for the products or services you offer? Or are those leads and sales going to come at the expense of your existing customer base?
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