Digital Marketing Strategy
Moving the needle begins here.
“Without deviation from the norm, progress is not possible.”
— Frank Zappa —
What’s the Best Way to Invest My Marketing Dollars?
We hear this all the time.
It’s such a deceptively simple question. Seems like it should be easy to answer, right? Should I advertise on Facebook? Should I blog more? How much? What part of my marketing should I outsource, if any? Do I spend $3,000 on a marketing video, or just get one of those $500 whiteboard animations—what can it hurt—right?
In reality, no two companies are exactly the same, and so a digital marketing strategy that works for one company may cause the next to fail miserably. That’s why it pays to do your homework. Every. Single. Time.
Why? Let’s consider the questions that a proper marketing strategy would answer. These should include:
- What are your goals and how do you measure them? (KPIs and Metrics)
- What are you selling? (Product/Service, Profit Model)
- What problem are you solving? (Job to be Done)
- How do people choose your solution to do the job? (Competitive Analysis)
We’re not saying that you should do no digital marketing until we’ve helped you answer these questions—there is typically some amount of low-hanging/education fruit/guesses that can be tackled early in the marketing strategy development. But, you need to answer these questions—and not while isolated in a back office somewhere (no matter how Google-ish or creative that office is). Get out in front of clients. Get out on the street. Pick up the phone. Talk to people. Ask them questions and learn about them.