Analyze your current digital strategy

The biggest mistake I have seen consistently since I started in 1997 is not adapting your current business strategy with your online digital strategy. Here are four examples. Some are just a simple fix, but it has a large ROI if you catch it soon enough.


Example 1 – Follow your processes on and offline

A manufacturer had a very long sales cycle. Their in house and outside sales teams financially qualified prospects at the beginning of the sales cycle. This is because the product they are selling was a very high ticket item. Their website, however, did not follow the same sales process as their offline sales process. The site did not financially qualify web leads =.  Since their sales cycle was long, leads from the web failed to close after the sales team spend a lot of hours cultivating the prospect. This was mostly caused by the fact the prospect couldn’t afford the product. The effect on the team – bad Leads from the website.  The sales team stopped following up with the website leads. The management called out the website as not achieving the goals they set. Well, of course, it didn’t. The online digital strategy did not match their sales process. It was an easy fix but, they did not realize this until a lot of wasted funds where used. If they had a digital strategy that matched their current sales processes, it would have been a successful campaign.


Example 2 – Finding the right agency or person for the job

A service company hired a digital agency to help with marketing their website. Since the agency they called only did paid marketing campaigns (PPC) that was the digital plan the agency proposed. The agency executed a paid local campaign focusing on lead generation.  After a few months, there was no ROI at all. After talking with the Marketing Director for about 25 minutes about his internal sales process, I told him, you have not mentioned anything about lead generation in your marketing plan. Everything he said was sales support. A website is a great sales support tool. By not having a digital strategy plan,the paid campaign was costly and ineffective. Just changing his current digital strategy to a  social and blogging plan to match his sales support process, his client close rate increased.

Example 3 – Language and buying habits need to match

Not focusing on personas. Simple example, let’s say you sell cosmetics. You target women between the ages of 25 and 65. Do these women of different age groups talk the same? Do the asked different questions and have different concerns? Do they have different online habits? Of course, they do. So why do you have only one message and campaign for them?

Example 4 -Examine the competition

The other mistake I see often is not doing a competitive analysis. Can you compete?

Don’t have the deep pockets to go head to head with the larger firms with deep pockets? What you need to do is find the white space. Areas that your competitions are not playing and add this to your digital strategy. This can be a service advantage or a FUD factor (fear uncertainty and doubt).  Back in the early days, this was called, the big fish in a little pond theory. Instead of being the small fish in a big pond. Adding white space tactics and FUD factors to your digital strategy improves ROI.