Is Your Company Living in the Past ?
Over the last 4 or 5 years, successful companies have:
- turned their websites into lead generation machines
- embraced social networking to grow awareness and relationships
- moved their advertising from offline to online (search, display and social) to improve the return they get from it
- transformed their email marketing from a bland one size fits all one-way transmission into a research tool and laser focused supplier of useful engaging information
- taken onboard and use the tools needed to measure the business relevant return for their efforts
- accepted that fresh content is now the foundation of most marketing
If your company has failed to do any of these things or isn’t getting the results you need, now would be a good time to review the position.
First things First – Review & Reflection
Before launching into a flurry of new activity, it’s time to review where you are now:
- What’s the position of your competitors?
- Are your online business targets sufficiently detailed and measurable?
- Do you have mechanisms in place to achieve each target and are they working sufficiently well?
- Do you have a current and realistic digital marketing strategy and plan in place – or is all activity purely ‘operational’?
- Are you putting sufficient effort into keeping your company’s knowledge and expertise of digital marketing opportunities and changes in them current and competent.
You’ll probably need 3 or 4 weeks to carry out the suggested review and more importantly accept its findings and commit to taking action.
Time to Prepare and Take Initial Actions
Now that you know the position of your competition and the current state of your own digital marketing, it’s time to prepare:
- A digital marketing strategy for the next 12 to 24 months – the internet changes so rapidly that to put together a strategy for longer than this is a waste of time.
- A digital marketing plan for the next 3 to 6 months
This preparation needs to be carried out with the team that is going to have to implement the plan and make it successful – and it’s useful to have a specialist outsider to give you expert and honest feedback on your ideas. Part of preparation is a realistic allocation of the work – in terms of time, expertise and efficiency.
Now is the time to decide what is going to done in-house and what is better outsourced. In doing this, you need to consider managing, doing and monitoring separately. You also need to consider the total costs of the required tools, training and overheads resultant from your decisions.
This is also the period to ensure that all of your conversion mechanisms are effective and that all of the required measurements are in position. There’s no point in moving to implementation until this stage is totally – it could take anything from 1 to 6 months.
There is many things that can go wrong when full implementation begins. But the most important issues to avoid are:
- Doing nothing or very little – a plan can only achieve its aims if it’s fully implemented
- Loose implementation – when it comes to digital marketing, the devil is definitely in the detail
- Loss of focus – independent diverting resources (manpower or finance) into actions not in the plan
- Omitting elements – a digital marketing programme will usually contain many different actions which lock together like a jigsaw. The whole programme can fail if one complete piece of the plan is left undone
- Wrong use of progress reports – they aren’t a simple recording of results, but must be used to alert you to where the performance of your plan indicates the need for changes
If you’ve got your spring clean right, you can expect results to start in another 2 or 3 months.
Does it all Sound a Little Daunting?
Fear not: Living Streams offers flexible assistance to help companies through all of the steps above We will be alongside you offering advice, mentoring and (where requested) implementation to match your needs.
We can carry out an audit to scope the required project from as little as £200+vat (depending on the depth of audit required) – resulting in a project specification which could be used to brief any agency or be used a template for your company to use itself. And if you decide to use our services to assist your company with the project this initial audit charge is returned over the first few months of the project as a discount.
Give us a call and we can chat through what would need to be covered in your company’s digital marketing audit. If you can tell us what you want to achieve and what you’re currently doing to bring that about, we many even be able to identify your key challenges in the call for no charge at all.