The most frustrating challenge facing marketing directors today probably isn't how to convince their boss that they need to spend more time and money on digital marketing, although what may seem obvious to you may not be quite so crystal clear to the folks upstairs. It probably isn't figuring out which method of digital marketing can help your business succeed in accomplishing your greater marketing objectives; if your inbox is anything like mine, you’re inundated with a library of information on how search engine optimization, paid advertising (search engine marketing), social media, etc. can benefit your business every day. Not that anyone has the time to digest it all, but once you’ve read enough whitepapers and attended enough webinars, you probably have some solid ideas for how your business stands to benefit from a myriad of digital marketing methods.
My hunch is that the biggest challenge facing marketing directors and businesspeople of all kinds today is: knowing where to begin with their digital marketing plan?
Indeed, the agencies, consultants, and various service providers do such a splendid job of espousing the benefits of their services that it quickly becomes paralyzing unless you understand how each piece of the marketing puzzle fits together. While there are certainly a few things that every organization marketing on the web should have in place before aggressively seeking traffic online (we’ll go into greater detail on these basics in a later post), it’s important to approach your overall marketing plan from a macro level as well as a micro level. It can be very easy to get lost in the minutiae of the benefits of SEO versus SEM versus blogging and forget that there are many ways that these disciplines overlap, and feed each other.
Unfortunately, many marketers with limited experience online make the mistake of focusing their efforts entirely on one or two aspects of digital marketing while neglecting other complimentary or even essential aspects, dooming their plan from the get-go. As digital marketing service providers become better at what they do and more specialized in their respective fields, their advice and marketing messages often become more focused on their one area of expertise, often misleading their clients to believe that their method is the silver bullet for all their digital marketing problems.
I’ve even heard well-respected gurus advising their clients to avoid entire pieces of a marketing plan altogether because their web design service is competing with SEM for client dollars. The sad reality is there is no silver bullet in digital marketing, and yet there are people making millions of dollars a year on marketers and business owners who don’t know any better. I’m sad to say that from what I’ve seen, this cottage industry based on ignorance shows no sign of slowing down.
There are so many specialists in the market pitching their services, and not enough strategists helping marketers determine how to employ them for long-term success. In this environment, marketers need help developing a comprehensive, holistic marketing plan to increase efficiency of their marketing dollars and grow their organizations the smart way. No two organizations are the same, and I believe that a thorough understanding a client’s needs, strengths, and weaknesses combined with diligent research and marketing creativity can achieve a lot more than one-size-fits all, digital snake oil.
My purpose is not to insinuate that all marketing specialists can’t back up their promises. Coming from an agency background myself, I’ve seen firsthand what a relentless focus on your business’ core strengths as opposed to trying to be a jack-of-all-trades can accomplish. My purpose is to help you see how necessary it is to approach your organization’s digital marketing from the big picture so that you don’t put all your eggs in one basket, only to become bitter about its inevitable inability to live up to your expectations.