Most companies use staff members – administrative assistants, interns, executives, salespeople – to write their websites, blogs, and other digital marketing, as well as their collateral and printed sales pieces. Many business owners get involved and write it themselves. But is this good practice?
Digital Operations encompasses your entire digital footprint and the results from your digital marketing, sales, and customer advocacy efforts. Each element of your digital presence must not only have its own strategy but work in correlation with every other element. Your website is your primary piece of online real estate, but how does social media marketing feed into that?
What is your content strategy to drive qualified leads? How does marketing automation play into developing those leads to be sales-ready? Does your online presence encourage your community to advocate on your behalf? If you’re not sure, it may be time to rethink your digital operations approach.
For decades, a nationwide commercial real estate brokerage specializing in triple-net lease property investments was very successful without a lot of marketing. Up until the last few years, they had healthy inbound leads from repeat clientele and referrals and required very few lead-generating activities. However, as competition increased and the market evolved with online services, business began to stagnate. That’s when they decided to try digital marketing to increase revenue, and, after a year of allocating time and money to the effort, their attempt failed.
Gone are the days when basic information on a landing page will convert leads into sales. Your website – your number one salesperson – is often the first encounter a potential customer will have with your business. It must reflect YOU and solve your customers’ problems easily.
When initially discussing this post with my Atomic Revenue colleague Steph Nissen, I envisioned a flashy, trend-laden piece that would have readers licking their chops ready to launch into the new decade with the glitziest social media updates ever – #2020vision!
If you throw money at marketing activities assuming you know what your prospects and customers need or what is popular at the moment, you’re missing out on a sure-fire way to earn the ROI you desire and convert prospects into happy customers and customers into advocates. How? With Lead Scoring.
The most common complaints about Facebook advertising are boosting a post for a few dollars with no results and, in most cases, having no idea where to even start. It’s a complicated process, and being successful with digital advertising can take time. You are learning a new skill, after all.
The goal of digital operations (re digital marketing, digital sales, and digital customer service) – no matter what year it is, who our target market is, or what technologies emerge – is to get and keep your audience’s attention.
If “customer satisfaction” is the main goal you strive for in your business, then you are severely missing the mark. Unhappy customers almost always, without a doubt, complain and tell others about poor experiences with your company, while satisfied customers are generally just that – content and happy with your product or service but usually very quiet about it!