Digital Strategy Doesn’t Need to Be Overwhelming

If you have been studying digital transformation, website design, social media methods, online marketing or reading my recent articles, you may be feeling a little overwhelmed. It might seem like you need to have a masters degree and five years of experience in pretty much everything to do with the web to even start to develop a digital strategy. Many business owners decide to quit early and stick to traditional model and methods.

Unfortunately, traditional methods of doing business are becoming less effective. People are switching their business behaviors and doing everything online. You could be doing everything right, but not turning as much profit as your competitor and possibly working a lot harder as well. How do you get out of this fix?

Get help from someone who knows

We’ve lost count of the number of seasoned businessmen we have shocked when we presented a full digital strategy to them. There are so many components that have to work together to make it work. The first impression they have is, “My goodness, I’m not a digital guru! I don’t have time to learn this and keep my business going!” In short, they panic.

It’s true, there is a lot to keep up with. Not only that, but things like the online marketing landscape is always changing making it even more difficult. Google algorithm changes, pay per click or PPC ad placement shifts, new social media portals, new acceptable use policies, and many other things require digital strategists to constantly be on their toes. In fact, I would say 95% of all marketers don’t know how to properly implement a digital strategy. The technology and mindset is so new and so fast-paced that it’s hard to keep up unless you’re in the thick of it every day.

Part of what a digital strategist should do for you is to take away all that stress and just make online strategies work. Any good strategist will remove the feeling of being overwhelmed by your digital strategy and things like social media and website conversions become a source of excitement and not stress. Our clients tell us that by turning websites into conversion engines, we help them, as business owners, focus on their core business, while also building positive online reputation.

Doing it yourself can kill your business

Being an entrepreneur myself, I really respect business owners that try to dive in but this can hurt more than it helps if they haven’t done adequate research. Many business owners make the big mistake of thinking that SEO is the digital strategy. This is just a tiny component if at all anymore but businesses fall prey to companies that hound your business with “get ranked quickly ” schemes but if it’s done incorrectly, it could get your business completely wiped off of the search engines. Again, SEO is not a digital strategy, it is just a small component but let’s spend a moment on it.

SEO is a big culprit here. SEO is a set of methods used to boost the visibility of your website on search engines. If you’re easier to find, and ranked higher on the page, the more likely your site is to be clicked on. Sounds reasonable, but there’s a lot of ways that people have tried to manipulate the rankings over the years. Using methods that worked back in 2012 or earlier could get your site de-listed. Many of the strategies from that era focused on manipulating links back to your site in ways that went against Google’s core mission. When they implemented their Panda, Penguin, and Hummingbird updates to their engine, many sites got trashed in the rankings. Not just small time businesses either. JC Penny had to completely start over with their overall SEO strategy after they got hit by these updates.

Does that in itself sound overwhelming? If you don’t know where to begin, or if you thought you implemented a digital strategy and it’s just not gaining any traction, hire a digital strategist to transform your business. The investment is well worth your time and instead of just losing market share to your competitors you could start taking some of theirs!

Marketing Communications Professionals – Customer Communications Management Heralds a New Paradigm

Marketing Communications professionals should develop a vision for enterprise marketing communications before rushing into inviting Customer Communications Management Suppliers to demonstrate how their products could help your company.

A new vision has to be developed because marketing communications professionals now have a completely new way of working.

Gone are the days where a companies direct mail and transactional mail need to be separated and handled by different company functions or different suppliers. Gone are the days where large project teams have to be formed to make simple changes to documents. Gone are the days where the task of making a change to corporate positioning are a huge and expensive task and gone are the days of fragmented customer messaging due to disparate customer communications processes.

Companies have always tried to derive a corporate vision for customer communications, a grand plan and a grand scheme to give the markets it serves clarity of brand understanding, but the issue of complexity has always been a barrier to this plan.

Now, the opportunity that unified Customer Communications Management offers is one of fulfillment of vision, of an ability to execute and of an ability to drive business advantage.

It is because of this opportunity to execute that the marketing communications professional should focus on a new vision first and not a rehash of the old version made easier. The scope is now broader.

Now, it is possible to communicate across a diverse set of channels with ease, to deliver coherent meaningful messages into differing market segments but to retain an appeal in each of those segments. It is about the opportunity to interact, to learn and to deliver value, a value that is meaningful to each customer as an individual.

The vision should come back to marketing basics. Segment the market, identify a product, service or overall company appeal and learn to drive value in those communications. It means that a company can drive its brand values in a fashion that is adaptive to changing market conditions.

In doing this, we don’t just communicate differently, we create a new kind of company, a company that is adaptive, that is continuously learning, that delivers its key objectives in a measurable, proven fashion.

Marketing communications professionals have new power in their hands. A way to reach the market that was previously impossible. It is only in very recent years that this has become possible. It means that a product does not have to be marketed with common brand values across different segments. Companies can continue to focus upon core segments but can become much more adaptive to emerging segments, segments in which it would previously have been a very difficult, length and costly environment to compete.

We call this marketing agility, the ability to take reasoned, measured analysis and quickly deliver a response to that analysis, to test the credibility of the analysis and to improve on the next iteration, bringing market segments into focus not on the basis of a hunch or, just a historical analysis (this is important still) but on live events, events to which the changing response can materialise faster than ever before.

This is in our view, a new paradigm for marketers and one whose impacts much be considered carefully before jumping straight into the focus of technology and process decisions – this can come once the vision for the agile marketing communications organisation has been established.

Avoid what you used to do but just a little better, take hold of this new agility, embrace it and define it. This is how Customer Communications Management can be utilised to deliver marketing excellence.

Why It’s Important To Digitally Transform Your Business

“Digital Transformation” isn’t just a buzzword. It’s a core concept of my business model, and I hope by the time you’re done reading this you’ll know why it should be a core concept of your own business.

In essence, digital transformation is the process of transitioning your entire business from an old stale platform to a new digitally efficient and exciting model. There are so many different things that go into this but let’s look at how it works for sales and marketing.

Digital Transformation many times can bring your sales and marketing from the physical world of phone calls, fliers, and mailings to the Internet. These older “analog” techniques are still valid, but they are becoming much less effective over time. Why is that? E-commerce technologies have reached a point that they’re blowing physical advertising out of the water.

People are still buying things more than ever though, but where are they doing it? They’re buying on the web instead of walking into a store. Have you heard of “showrooming”? This is a term that retailers use for people who go to a store to get an experience with a physical product then search for the best price online. Best Buy in particular had this happen so much that they’ve made this part of their business model, hoping to push people to buy the product in the store through the Best Buy website. (Smart thinking Best Buy, way to digitally transform instead of continuing to fight it!)

What if you have a service business instead of a retail business? You’re still in trouble. Customers aren’t letting their fingers do the walking through the Yellow Pages anymore. Instead they’re turning to Yelp and Angie’s List. Yelp and sites like it have a big advantage over older methods of service advertising. They not only can display more information, but they provide the social proof of customer reviews.

Customer reviews are the major force in demonstrating reputation in the online world. We used to call this word-of-mouth advertising, but now sites like Yelp allow a single person’s voice to reach your entire market (at least the ones who check Yelp, 132 million monthly visitors in Q1 2014 according to the site) and color other people’s perception of you for good or for ill. We like to call this “digital-mouth” advertising.

Basic Online Presence Is Not Enough

Perhaps you think you’re ahead of the curve. You have a website and some social media presence. Isn’t that enough? Sadly to say it isn’t. Many business websites don’t have much more information than a standard Yelp page. Social media is treated more like a billboard than a customer interaction platform. Worst of all, if a visitor wants to convert they have to go back to things like the telephone or basic email to get in touch with you. They violate one of my four pillars of digital transformation, the digital hook.

The mobile web has made it so easy to convert visitors that websites shouldn’t be called web sites anymore. Instead, I call them “customer acquisition engines.”

The key shift is that your online presence needs to move from a purely marketing standpoint toward both sales and marketing. Not only that, but customer data should be tracked over time to generate an ongoing relationship with an individual visitor, urging them to convert again and again until they become loyal customers.

Impossible you say? I assure you that with today’s technology it is quite possible. You may have seen some of the tactics yourself. If you use Facebook and don’t have an ad blocker on, try visiting a few business sites or talk about a topic a few times. Notice what ads you get on the side bar. Most of the time, you’re going to start seeing ads that relate to what you saw or talked about.

In fact, by merely visiting a site, companies can now start to get marketing data on you immediately. Technologies like tracking pixels can trace an individual visitor as they come and go from a site. This allows you to push ads about your business to them on other sites. When they come back, that information can be read and let the visitor pick up where they left off in the sales cycle.

Digital Transformation is Vital Now

With decreasing retail sales, more people buying online, and new sales and marketing tactics smashing competition through the digital space, the old business models can’t compete for much longer. If this article has sounded a chord of panic in you though, don’t worry because knowledge is power. Get started today and start the transformation now before you get out-transformed by your competitors!

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