Are you wasting your digital investment? Probably.....
In 25 years of working on digital campaigns and initiatives, there is one common theme: the wasting of energy and money on digital assets. Let me explain. I have reviewed hundreds of Google Analytics reports and campaigns to find that nearly all of their digital efforts are wasted. My guess is, if your reading this, your story is probably not too different.
I have watched innumerable social media accounts with five or six digit followings have little to no engagement and no conversions at all! I can count on my fingers how many websites were actually generating leads or sales and converting tangible revenue for all their efforts. If your not able to look at your digital spend and energy and equate tangible ROI then it’s time to stop. Why waste your efforts?
The unfortunate reality is that all this can be cured with an investment in digital strategy. What is that? It means you have goals and objectives and a clear strategy on how to accomplish that on the web. I recently was with a client who was spending $15,000 a month on Facebook ads as a B2B SAAS platform. The ROI? Non-existent. Other clients are spending thousands on Google Adwords for little to no return. Why do it? Because they don’t know what else to do.
A digital strategist looks at all the digital assets such as the website, mobile, SEO campaign, social channels, VR/AR development, and advertising and figures out how to use ALL of them together in a holistic approach. A real digital strategist has an expert level overview on every digital asset and sees them as part of a larger picture. There are two things that are common in this digital space. The first is the fragmentation of one person doing social, another the website, another the SEO and none of them are coordinated. This doesn’t provide ROI, it can’t. The second is a webmaster or agency that tries to have a mastery level in all things when they don’t. They are good at social, or websites and they try to take on other things to fatten the bill. The client is misled that they have experience and the efforts are wasted from a lack of skill.
In choosing a digital strategist, you need someone who has tangible experience, case studies and references on how they created significant results from the web. In my experience, I can draw from numerous stories or case studies to share with clients on how we created significant results from the web. One client was a real estate agency, who called me for SEO. As a good web doctor, I listen to all the symptoms but tried to figure out the real underlying condition. Digital strategy takes a very medical approach, after all, the campaign is obviously sick and not functioning properly.
This company was number 3 in google across the board for a very coveted keyword. As I reviewed their website, I determined they had an 80% bounce ratio. That is the number of people who land on the home page and hit the back button within 10 seconds or less. As we pulled the numbers, I was correct, they had an 83% bounce ratio!! It was the highest I had ever seen. Their number 3 position was bringing in the people. They didn’t need SEO work like they thought. They needed to stop loosing the people they brought in. So we made changes to the usability of the site and gave people what they were looking for. Within 30 days we lowered the bounce ratio to 22%!! And the leads? They went up 200% in that same time frame. That is good digital strategy. It solved the problem, rather than giving the client what they thought they needed. Too many digital companies just sell their services or products without being an advisor or strategist because they don’t have the authority in this space to provide this.
Digital strategy is not cheap, but neither is wasting your digital investment and time! It is rare that I cannot take the investment made in my time and skill, and not turn it around to create significant ROI in a short period of time. Most digital campaigns are ineffective and unproductive. Do yourself a favor and make an investment in good digital strategy. It could be the most profitable decision you make. I have a rare opening for 1-2 clients right now. If your interested please message me with your details. I’ll give the initial consultation for free to determine whether it’s a good fit for both of us. But the chances are, I can save you thousands of dollars and generate significant ROI. What have you got to loose, but more digital spending and time without a strategy?