1. No Direction
It’s not uncommon for small, medium and even large business not to have clear strategic goals of what they wish to achieve online. This could be in terms of brand awareness, lead generation, online sales, relationship building and how well the off and online brand is being delivered. This is a massive opportunity cost for many businesses as without a clear direction, there are often frivolously spending resources and money with no understanding if these energies are actually helping the business.
2. Missed online market share
Customer demand for online services may be underestimated by businesses that don’t research and understand their industry online landscape. Perhaps more importantly misjudge their online marketplace: the dynamics will be different to traditional channels with different types of customer profile and behaviour, competitors, propositions and options for marketing communications.
3. Giving away market share to competitors
Businesses that are not devoting enough resources to digital marketing or are using an ad-hoc approach with no clearly defined strategies, give their competitors the perfect opportunity to take their market share.
4. No online value proposition
A clearly defined online customer value proposition helps differentiate your online service encouraging existing and new customers to engage initially and stay loyal.
5. You don’t know your online customers well enough
It’s often said that digital is the “most measureable medium ever”. But Google Analytics and similar will only tell you volumes not sentiment. You need to use other forms of digital measuring tools to identify your weakpoints and then address them.
6. You’re not integrated
There is no point having digital marketing channels that don’t integrate with your traditional marketing channels. To get the best out of both your digital and traditional marketing channels it makes sense to make sure they are working together and aren’t independent of each other.
7. You’re not optimising
Every company with a website will have analytics, but many senior managers don’t ensure that their teams make or have the time to review and act on them. Once a strategy enables you to get the basics right, then you can progress to continuous improvement of the key aspects like search marketing, site user experience, email and social media marketing. So that’s our top 7 problems that can be avoided with a well thought through strategy.
Need a helping hand with your Digital Marketing Strategy? Don’t be shy! Contact the team at Stellar Marketing for a chat.