Don’t put all your eggs in one basket
In our post on why your digital marketing strategy doesn’t seem to be working even though you feel like you’re doing everything you’re supposed to, we highlighted a few common issues. These were:
- Trying to do too much and doing it all poorly
- Thinking you don’t have to keep optimising once you get going and getting rid of things if they don’t work right away
- Fear of admitting you don’t actually know what you’re doing
- Not keeping your messaging consistent and thereby confusing people
We realise these harsh realities can seem a bit overwhelming. They may even make you scared to tackle digital marketing as it seems like some sort of whirlpool of unavoidable doom. We’re sorry if we scared you.
The knee-jerk reaction is likely to start cutting back. A lot. This may soothe the worry that you’re not focusing enough on the channels that are, in fact, working. While optimisation and knowing when to cut are necessary skills for running a digital marketing campaign, we must also keep in mind the benefits of a well-rounded, comprehensive approach.
Comprehensive is key
A comprehensive digital marketing strategy helps you reach a comprehensive goal set. Ultimately, you’ll likely have one big goal for your digital marketing campaign – likely making sales! But digital marketing can be about much more than sales. It might also be about brand awareness, generating brand advocates, or preparing for a major business expansion. None of these goals can easily be measured with conversion tracking and calculating an ROI against these efforts is nigh impossible. But all the same, digital marketing can and will help progress these goals whether you’re tracking it or not.
Additionally, cutting out portions of your marketing without knowing where they sit in your buyer’s journey could end up disrupting a sales funnel you didn’t even know existed. You would need to look at attribution models to see if there is going to be a dramatic impact from removing a channel from your strategy.
Communicating brand value
One thing many businesses struggle with is communicating brand value. With things such as online shopping, you may be competing against much cheaper competitors with little more than a 70 character description and a tiny picture of your product at your disposal. If your entire digital strategy consisted of nothing more than an AdWords account and a few Facebook ads, you’d be hard pressed to convince your audience why your products are superior to your competitors.
A more comprehensive strategy would allow you to explore ways of communicating with your customers that wasn’t solely focused on generating a sale. Don’t underestimate the power of user engagement, particularly when you need a little more time than others to convince people why your prices are higher.
The flip side to this is to remembering not to forgo paid advertisement in favour of a purely organic approach. Your advertising efforts may not be tracking the kind of ROI you would like. But remember, without looking at conversion attribution, you can’t say for sure how those ads are affecting your sales.
Doing it right
Customers may be temporarily led astray at any point in the sales funnel, but anything from a well-written blog post to the perfectly timed ad could remind them why buying your product is right for them. To sum it up, a good digital marketing strategy is a comprehensive digital marketing strategy.
Interested in how other companies tackle the challenge of creating a comprehensive strategy? Have a look at our case study How Premium Brands Handle Digital Marketing for our thoughts on what two top British brands are doing right and where they could improve.