What can you do when they move your billboard?The first thing you need to do is make sure you don’t get into this situation in the first place, by depending on one channel for your digital marketing efforts. Doing that is like making the classic business mistake of having 80% of your revenue come from one customer, which never works out well. Your marketing efforts, just like your customer mix, should always be made up of a variety of approaches. We see a lot of company owners trying one thing and then another one thing, failing over and over. Thinking that doing one marketing thing is enough is like thinking that winning the lottery is a financial strategy. Second, use experts in each area. Because of the mercurial nature of digital marketing, you will want to only use people who keep up with the changes constantly and have extensive experience trying different approaches in their respective areas. There are other reasons you want to use experts, and only those experts who are constantly learning and improving, because:
- Digital marketing has become very competitive. The most obvious example of this is that the first page of Google only displays 10 non-ad results; there’s only room for one knowledge panel (that company-specific panel on the right); one knowledge graph (that box in the midst of the results that highlights the “best answers” to a question); and a certain number of advertisers on the top and the bottom. When dozens or even hundreds of other companies are all competing with you for that real estate, you’d better be on the top of your game.
- Everyone can see what everyone else is doing. There are plenty of tools out there that can show you which keywords your competitors are being found for; which keywords are working best for them; which ads they’re running, and, again, which ads are working best for them; what they’re doing on their site (obviously), in social channels, and more. You’re in the midst of a battle where everyone can see what the troops are doing. They can imitate it and improve on it.
- You’re only as good as your apps. The best experts are constantly on the lookout for better tools. Having grown up, career-wise, in tech, and having been involved in the software industry specifically for years, I am finally able to say that business applications are finally getting usable. Now:
- You can use the software without changing (much) how you work, rather than having to change the way you work to accommodate the software.
- There really are efficiencies built into these newer applications; for example, where you enter one thing one place and it automatically and properly populates another area.
- The apps are getting much more intuitive, where a new user can pick them up pretty quickly.