Buyer Beware – A single tactic is not the way to go

I amazed at how often I come across a small business that has been sold a single digital tactic by an agency, with the promise that their sales will go through the roof and their business will turn the corner they have been praying for.

Buzzwords like SEO, Cost-Per-Click and social media are touted as the panacea for sluggish business, and small business owners desperate for change fall for the pitch hook, line and sinker.

Buyer beware!

Digital acts like an ecosystem. Each digital touch-point influences the next, and they all work hand in hand. You can’t have an SEO strategy without a content strategy. You can’t have a CPC strategy without making sure the landing page or funnel you are driving to is designed with the right design psychology in place to drive interaction and conversion.

When working with an agency make sure they are providing you with a complete strategy – one that considers all of the relevant touch-points. Make sure they start at the beginning when giving you a strategy i.e. putting together a clear definition of who your audience is. Without knowing who your target consumer is and how they interact with digital media, there is no way you will be able to define your strategy effectively.

This needs to be followed by a clear understanding of what your goals are and what success looks like. Remember, goals don’t only have to only be about selling product. They can (and should) also be about collecting relevant data and building a pipeline or generating a database of leads that you can implement an ongoing communication / nurture strategy for (enter email strategy stage left).

Make sure they have a thorough understanding of every aspect of your specific sales cycle and they map out the path to conversion in a way you can clearly understand. It is essential you understand how your marketing is going to work, and how you can manage it moving forward. It is imperative that you know what the numbers are and what they mean. Data is king in the game of digital, so make sure you are setup for success.

The world of digital marketing is a complex one with a myriad tactics to choose from. It can be confusing and daunting for a small business owner. Make sure your agency educates you. It is an important part of what you pay for.

Most of all… have fun and learn something. Building a small business is all about the journey.