The Top 5 Reasons You’re Wasting Money on Digital Marketing
You want to take your business to the next level and understand that digital marketing strategy is vital to compete and win. But this can be overwhelming and, if poorly executed, can place you further behind the competition. Here are our top five reasons why many companies are wasting money on their digital marketing strategy. But there’s a twist: It’s not about your online execution. Most problems occur before you launch your website, write a blog post or post an image. It begins with your company story.
- 1. You Have an Unclear Story: Great storytelling goes back centuries, and the story has a formula that’s proven and captures our attention every time. There’s a hero who has a problem that they can’t solve on their own. They meet an experienced guide who’s had success solving the hero’s issue that gives the hero a plan. The hero now must act. This either leads to a successful outcome or failure. Regardless of the outcome, we’ll read the 400-page book or stay glued to our seats at the movie theater because the formula of great storytelling is present. It’s easy to understand; we know what the hero wants and will wait two hours to see if they have what it takes. The mistake that companies make is to feature products, services, features or benefits, so there’s no story for your potential customers to connect to on your website, blog or social media posts.
- 2. You’ve Made Your Company the Hero: Your company is never the hero, but always the guide. Your customers are the hero in their own story, so there’s no room for another. They need a guide who has the expertise and experience to solve their problem. Talk less about how great your products and services are and more about understanding what your customer’s challenges are.
- 3. There’s No Clear Plan for Success: You haven’t defined a simple but clear process that your website visitors can understand if they hire you. So they don’t. Your site has too much information that’s difficult to follow, so visitors to your site simply give up. Create a three to five step plan that tells visitors how to get started and what success looks like.
- 4. You Haven’t Raised the Stakes: State what failure looks like. What happens if they don’t act? More stagnation? Decreased profitability? High employee turnover? Make certain that this is clear and potential customers understand the stakes of not hiring you.
- 5. Visitors to Your Site Can’t Understand What You Do and Why it Matters: Let’s face it, we want to tell the world how smart we are and that our product will change everyone’s life. Then we make the mistake of providing every detail of this information on the homepage of our website. Today people scan websites, they don’t read them, so your message must be quick and clear. We solve this issue by utilizing a 6/60/10 process. This simplifies messages above the fold (the first thing people see on your site) so that a 6 or 60-year-old immediately understands what you do, how it improves their lives and how to get started in 10 seconds or less.
Now, when you’re ready to amplify a digital marketing strategy, your audience can quickly understand how your product improves their lives with a plan for success. They’ll quickly realize that you’re Obi-Wan Kenobi to their Luke Skywalker.
For more ways to get the most out of your digital strategy, contact Bernard Lee, firstname.lastname@example.org, founder of I-ntellect, i-ntellect.com. At I-ntellect, we’re entrepreneurs with success in multiple sectors and know how tough it can be to grow your company. We leverage 25 years of business experience, combined with best in class digital strategies to take you from a leader to The Leader.