4 Holes in Your Digital Marketing Strategy and How to Plug Them
Nov 21 2011
-Brant Kelsey
-
ChessNetworkYou may be new to the digital marketing space, or you may be a seasoned veteran. Either way, you’re going to have a digital campaign that will under-perform your expectations. If your strategy and creative are on point, you might be overlooking some easy fixes.Here are four easy things to look for in repairing your ailing digital marketing strategy:1. Lack of Tracking“You can’t manage what you can’t measure.”
Same is true in digital. With Google Analytics, there’s no reason you shouldn’t be tracking every aspect of your digital campaign. Where they came from, how long they stayed, what page they landed on, what page they exited from. The data is there for the taking and it’s information that can help you make fast decisions about your campaign and turn it on a dime.2. Lack of Traffic“If you build it, they will come.”
Hope you saved some money for marketing, cause you’re gonna need it. I make it a point to ask every client I work with if they have a marketing budget for when their webpage/microsite/e-commerce project is complete. You’d be surprised at how many are shocked by that question, or think I am trying to pry more fees out of them. Remember, your project is one of tens of thousands that will hit the Internet everyday, and it’s not going to marketing itself - and it probably won’t go viral either.3. A Weak Offer“All cruelty springs from weakness.”
And what’s more cruel than wasting money on bad marketing? The whole purpose of your marketing is to elicit a desired response from the person viewing it, like a phone call or purchase. Be clear and direct in what you want the customer to do. Look through your local newspaper. Most of the ads don’t even have a call to action in them!4. An Overly Complicated Process“R.T.F.M.”
If I have to read a manual to interact with your ad or take advantage of your offer, you lose. I’m clicking on something else. Most users aren’t at the same level as the web developer or marketer who put the piece together. While it's fine to want to use new technology and techniques, keep in mind your target audience and plan accordingly. Every additional, unnecessary click results in lost opportunity.Plug these gaps when putting your next digital marketing strategy together, and you’ll be ahead of most of your competitors.
Brant Kelsey is principal and founder of Kelsey Advertising & Design, a brand marketing and strategy firm specializing in digital touchpoints. He is a Certified Brand Strategist through the Brand Establishment. You can reach him at brant@kelseyads.com.
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