The strategic approach to avoid digital marketing failure

Posted by Deb Croucher | January 15, 2020

If you’ve ever tried to DIY your marketing, you would likely have been confronted with a slew of ‘experts’, each claiming to have the secret to success…

…but there is no secret formula that is sure to deliver results… and nor is there any need for you to be on every digital platform to reach your ideal clients. In fact, a scattergun approach will quickly propel you down a path to digital marketing failure.

Digital marketing success boils down to a strategic approach of quality over quantity.

Digital marketing failure

For most businesses, their digital marketing efforts are made up of a mish-mash attempt at trying to be everywhere online. They have a website and spend some time working on SEO and Google Ads… and then they send emails and post on Instagram, LinkedIn, Facebook, Twitter, YouTube, plus whatever new social media channel is the latest ‘thing’.

The result? Crickets.

There are two key reasons why this is the case:

  • A haphazard approach to posting across multiple platforms will send a confusing brand message to the market… and that will reduce their trust in you as a brand.
  • Your ideal clients aren’t using every social media platform. If you are in the B2C space, posting on LinkedIn will do very little to bring leads to your business.

This kind of approach is the fastest way to find yourself in the land of digital marketing failure… and think of all the time and money you have wasted in the process!

Strategic approach

Everything we do at Brilliant Digital is grounded in a strategic approach to digital marketing. It’s how we help generate quality, consistent leads for our clients each and every day.

That strategic approach relies on two things:

  1. knowing exactly who your clients are and where you can find them online
  2. recognising that if you have a website that is optimised for your ideal clients, the most powerful thing you can do is to drive potential leads to your website

Digital marketing strategy is much broader than, that but this is the foundation that you need to succeed.

With a solid foundation in place, you will find that your website becomes a lead generating machine, pulling leads in and converting them into paying customers.

Drive traffic to your website

The heart of your online presence – and your digital marketing strategy – is your website. Unlike a social media platform, you own your website and you control what goes on it.

Once you have your website set up to deliver a solid ROI, your digital marketing is about driving people back to that website where you can educate them about your business, team, products and services.

Your website needs an overarching brand strategy with consistent messaging and clear calls to action.

To really succeed in business in Australia, your website will be the greatest tool you have. This is where you should be investing your digital marketing resources to get the best results.

Focus on Google

Google receives more than 60,000 searches per second. It is the starting point for most people when they are searching for a product or service… but if your website doesn’t appear early in the search results, they will never find you. If you fail to make the most of what Google offers, you are missing out on a huge opportunity for growth.

For the vast majority of businesses, spending time on SEO and Google advertising is going to deliver you a solid ROI.

You should ensure that your website content is optimised for SEO with relevant keywords that your prospective clients are using to search for your products and services… and supplement that with a targeted Google Ads approach to get your website in front of more leads.

Social media and emails

With your website humming along and Google on your side, you need to determine where to best spend the remainder of your time and money in your digital marketing. We recommend no more than two additional platforms.

But first, you need to ask yourself where your ideal clients are. Are they a business audience who will be on LinkedIn? Do you already have their details in the form of an engaged email database? Are they going to respond well to videos on YouTube?

Once you know where you are likely to find them, it’s important that everything you share brings those potential customers back to your website. It’s about doing the work once – writing content for your website – and then amplifying that content to the places where it is most likely to be seen by a potential customer.

Digital marketing success

At Brilliant Digital, our complete website and digital marketing solutions get results in the form of consistent and quality leads. We partner with our clients to build a unique strategy to get them the results they need.

Contact us to discuss how we can help you take your business to the next level with our strategic approach to digital marketing.

It’s time to see sustained results

Are you ready? We aren’t your standard digital solutions agency. We avoid hype and noise. Instead, we build long-term partnerships with successful businesses delivering genuine expertise, best-fit solutions and sustained results. Contact us to start the conversation.

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      Brilliant Digital
      177 Victoria St,
      Smithfield, NSW, 2164

      Sydney based with clients Australia wide

      02 9939 5223