I recently wrote on my blog about self sabotage and how you or your team might be unknowingly hurting your digital marketing efforts.
Frustrations with your company’s blog or other digital marketing efforts is an indicator that you might not be getting the right digital marketing advice, measuring impactful results, or taking a serious approach.
I present the argument that many businesses need to use digital marketing as a serious marketing tool and get away from the blogging approach:
“we blog for the sake of blogging and to show off what the company is doing.”
By using a blog this way you’ve transformed a strategy into a showroom tactic that doesn’t work very well in the real world. When you look behind the curtain of this system we find inexperienced staff trying their best to learn and apply lessons taught from blogs and other internet resources.
This simply isn’t enough.
It takes a savvy group or individual to execute digital marketing at it’s highest level.
Highest level as it pertains to blogging is defined as creating value to your audience through valuable content that reflects the company’s vision/story. Readers should be able to understand the nuances of the company and how its benefits enrich their lives. From this engagement the business should better understand the behaviors of their community and be capable of measuring targeted results.
High-level and brilliant digital marketers show their capabilities through digital performance metrics and activity that cannot be learned through reading online blogs. Learning through online blogs is how many marketing, communications, and PR departments familiarize themselves with digital marketing tools like blogging. We also see internal teams turning to their current advertising partners for direction and, as a result, often receive generic untested advice. I’m often amazed how many businesses believe the advice from marketers and advertisers who haven’t even built their own businesses with digital media nor executed similar strategies.
This is obviously a recipe for under-performance, so be aware of these dangers that can come from your newly appointed social media manager or other various digital media titles.
How can you as a business identify when your digital marketing is possibly being unknowingly sabotaged by the person responsible for it’s success?
- Tactic driven activity without strategy
- No goal
- Not performing the “What If” test
There is a vast chasm between mediocre, and high-level execution. Distinguishing the difference from a managerial perspective can be difficult.
You might be the person unknowingly sabotaging your digital marketing or the manager looking to avoid sabotage. Use this clear indicator of success in your evaluations: people that pour themselves fully into learning/developing the strategies, systems and metrics of digital marketing success will be positioned to unleash success driven activities every day.
Quote: “It’s not enough that we do our best; sometimes we have to do what’s required.” Sir Winston Churchill
What’s required is personal development of the individual through learning, knowledgeable consultants and an unyielding desire to be the best at what they do.
Tip: Look to those who are executing the activity you want to do and getting the results you want to achieve and reach out to them to ask for help. Also, read books on strategy, marketing, management, technology, persuasion, writing, and seek those with documented success.
Read the full article: How To Sabotage Your Business Blog
