Why Half-Hearted Digital Marketing Efforts Aren’t Working
Even though we’ve reached an era when the results of marketing initiatives are easier to track than ever, there are still businesses – particularly in the B2B sector– that don’t believe in the power of digital marketing.
These are the companies whose executives decide to run some PPC ads or send out email campaigns because they feel they have to, not because they think that digital marketing actually works.
The problem is that people who feel this way tend to create a self-fulfilling prophecy. They believe their marketing is going to fail and inevitably it does.
Why? Because you gotta have faith. If you believe that your marketing efforts will really pay off, you’ll be willing to put the time, money and effort behind those efforts to ensure that they do.
The people that don’t really believe in the power of marketing often put half-hearted efforts in place or “dip their toe in” strategies that are destined to fail.
Take for example, the company that decides to run an email campaign (a tactic with potentially huge ROI) but only has a couple hundred contacts or has boring content. Or a business that decides to try PPC on a national scale on a $500 budget with a commonly used keyword.
Even though these digital marketing efforts are proven lead-generators, in these cases, because the investment and execution are poor, the results probably will be too.
Then, inevitably, the decision makers at these companies will later say, “We tried PPC (or email or whatever) and it didn’t work for us.”
So, if you want to truly make the most of your digital marketing efforts, pick something you believe can work for your business and own it. Be the best at it. Whether you decide to create and promote an awesome webinar, send traffic to a landing page that converts like crazy, or create a client nurturing program that rocks, spend the time and effort to do it right.
And then watch the results roll in.
Need help getting started? Want marketing you can believe in? Let’s Talk.
Diane Callihan
With more than 20 years of experience writing for some of the country’s top brands, Diane helped to shape Roger West’s content strategy, lead generation, and PR efforts as Director of Marketing. She currently serves as President of Callihan Content Creation.