How to Avoid the 4 Common Mistakes Most Companies Make in Digital Marketing

jasonverdelli
Jason Verdelli CEO, Phase 2 Solutions, LLC

Posted on May 28th 2014

How to Avoid the 4 Common Mistakes Most Companies Make in Digital Marketing

social media marketing failsManaging your entire digital marketing strategy is not easy. With an ever growing number of software options and services, it becomes very difficult to stay focused. One minute someone is telling you to do email marketing, then social media, and then blogging. Oh and by the way, run a business. Unless you have an endless budget and time, the process is never going to get easier.

The 4 Most Common Mistakes Most Organizations Make

To deal with this overwhelm, I see many leaders making the following mistakes:

  • Trying to do everything (social media, email marketing, blogging, etc.), but hiring for the lowest cost (no results)
  • Spending their entire budget in one area (e.g. social media)
  • Becoming highly reactive (quickly doing what someone tells them to do)
  • Spending their own time trying to manage everything

The reason that I would even deem any of these activities as mistakes is that they are lacking key ingredients that actually make an impact to improve an organization. Here are just a few examples:

  • Determining the overall business objectives
  • Determining Key Performance Indicators (KPI)
  • Matching tactics with resources that understand the business objectives and KPI’s
  • Determining how digital marketing management plays into the organizational chart of the organization

Shifting Focus From “Doing” to “Measuring”

Notice how none of the factors above mention anything about tactics. When you start focusing on tactics it’s easy to get caught in the weeds and to lose site of the overall purpose behind anything you do in the digital space. How many times you tweet, blog or send emails isn’t going to improve your bottom line. Integrating digital marketing tactics into measurable business processes that support operations will improve your bottom line.

Below are a few examples of integrating digital marketing tactics into measurable business processes. Obviously, these are examples and would need to be modified based on the organization itself.

Faster sales conversions

  • Take the top 10% of your email marketing list (people who open and click through the most) and create a separate email segment. From there, plan out a serious of email campaigns with a stronger call-to-action. Then use video email from sales representatives to follow through with the sale.
  • Possible Key Performance Indicator (KPI): Lower Cost of Sale (COS), increased Sales Revenue

Improve employee morale and productivity

  • Setup a private social platform (e.g. Company HubSite) and assign one person in your company (e.g. Marketing Coordinator) to post a company update at least once per day. Make sure that the update includes employee work performance highlights, company wins, company direction and upcoming company events. Require each department head to share a similar update within their group in the network. Assure the platform is both available for desktop and as a mobile app (for “in the moment” updates)
  • Possible Key Performance Indicator (KPI): Increased employee satisfaction rating, less turnover

 Increase in quality sales leads

  • Assign a dedicated business development person (not social media guru) devoted to not only updating company social networks, but also to simply build relationships with potential clients and referral sources. Activities might entail going to LinkedIn and participating 30% of the time in responding to relevant group activities and 70% of the time connecting with group members. At the end of each week, provide a report to the sales team to follow up on any opportunities.
  • Possible Key Performance Indicator (KPI): Increased number of sales leads per month

Take notice of none of these activities really require a “social media guru”. Don’t get me wrong, social media is a big part of the overall digital landscape, but at the end of the day it needs to apply as a function in your business. It can’t be something “extra” you do. It needs to be integrated within the roles of your organization. It needs to be measured.

You’re now in control of your digital marketing strategy

Going from the tactical mindset to the strategic mindset is critical for your business to grow. Either that or you will be peddling from software to software and person to person. The first step is to actually have a digital marketing plan. A written document (that will change over time) that details how everything you do leads back to Key Performance Indicators that actually make a difference in your company. Once you have it, you will feel in control and understand where everything fits in. You’ll be one step ahead of your competitors as they continue to go from tactic to tactic, social network to social network, software to software.

Let us help you develop your digital marketing plan. We will sit with you to truly understand your business objectives and Key Performance Indicators that make you successful. To setup your free consultation, please click here.

 

jasonverdelli

Jason Verdelli

CEO, Phase 2 Solutions, LLC

There is nothing in today’s world of modern technology that we can’t learn from over 10,000 years of civilization. History has taught us the power of uniting a purpose-drive community, small or large. Communities save lives, bring cures to diseases, help others in need and so much more. This is why I get out of bed everyday. My purpose in life is to help organizations create a culture of community for a greater good.

It took me years to really discover this passion of helping people and organizations unite their communities. I started my company, Phase 2 Solutions (an online marketing company), back in 2005 and for the most part the first 5 years. Like most that come out of college into the working world I wanted to make money and “live the American Dream”, but there was something missing. I struggled for years like any other business person in their first few years trying to grow a business. It wasn’t until a few years ago when I met one of my now business partners that ask me probably one of the most important questions I have ever heard. He said, “What greater purpose are you serving for the world? When they bury you in the ground, what do you want to have left behind to this world?”. I was shocked and never really thought about what I was doing for those first few years that way. This is what drove me to where I am today.

This is a quote that helped shape my mindset:

“Have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.”
- Steve Jobs

Here is another quote that also helped:

“Be the change you want to see in this world.”
- Gandhi

Answering this question took several months and wasn’t easy. I looked at all of the puzzle pieces floating around in my head and started to put them together. I had been doing online marketing for years. Being the outgoing person that I am, I naturally enjoyed connecting people together. I put these 2 things together and realized that in today’s world more than ever, there is much more accessibility to unite purposeful communities together that serve a greater good. With the power of new social technology and strategic direction I could help many people and organizations harness the power of a purpose-driven community.

As I discovered this passion I realized a monumental flaw. The growth of social networking and digital connectivity, although a great pool of opportunity, actually makes it much more difficult for people and organizations to focus people’s time and attention. The more social networks that pop up, status updates to read, emails to read and ever growing distractions that naturally come with increased connectivity make it ever more challenging. This is when I saw the opportunity to create Social HubSite, a platform to help people and organizations build a purpose driven community while still staying connected to ever-growing expansion of social networking. I knew this was the first step in leading me to my vision.

This is the quote that inspired me to take my technology talents to develop Social HubSite:

“Without a paper – a journal of some kind – you cannot unite a community.”
- Gandhi

Social HubSite is a central online hub and community that is for a specific purpose run by a person or an organization. I learned that it is not just the technology that is important in uniting a community, but the way it is run. You can have the best technology in the world, but if you don’t understand how to grow and effectively manage your community, the benefits are far from reachable. This is where I realized that myself and my company was really responsible for helping organizations create a “culture of community”. In short, a culture of community is the way you run your online community and the way the members of it are interacting. It is the core to which communities either grow or die.

This premise of building a culture of community with an online community is not only the reason why my company exists, but also the purpose behind my blog. I want to inspire and give direction to people and organizations that want to make a difference by tying in a purpose-driven online community with the community that exists in real life. The goal being to get others to build trust behind the purpose of your community and to take action to support the purpose of your community.

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Comments

Dave L.E.
Posted on May 28th 2014 at 3:26PM

Hi Jason, you got some good points over there. I would like to add another point about choosing the right platform to use – it starts from which medium you want to focus on (it doesn't mean you're going to do only that but it will focus most of your efforts) – Social networks? Email? Blogs? Maybe offline? But even after you choose, there is still another focus you should do, for example if you chose social network, which one in particular? It doesn't have to be Facebook always, sometimes other networks will suit better (twitter, pinterest, vimeo, meetey.com, LinkedIn and more)