Almost every single meeting I go to these days, involves a conversation around brands wanting to grow their own e-commerce, so they have more margin control and customer data that is truly their’s, rather than a partner like Amazon’s. The problem is that most founders, brand managers and even CMO’s lack the digital chops to get it done. That is not an insult, just an observation from the field.
Truth is there are plenty of great branders and marketers out there who never had to learn digital, especially this current landscape we live in. Nowadays many are just a bit outside of their comfort zone. As a result, they either try silo’d tactics with shiny platforms like Curalate, HubSpot, Mixpanel, Bounce Exchange etc., that ultimately fail because they are not part of a bigger, more strategic plan OR just sit on the sidelines and don’t actually do what they know deep down needs to be done.
We created a product called The Digital Deep Dive a couple of years back to help brands change that trajectory and get a handle on their digital footprint. With each passing month the need gets stronger and the ecosystem becomes more diverse and difficult to navigate. You must be looking under the hood to assess if you are doing things the right way and that you are setup to win. It is not a complex concept and the impact is a powerful and meaningful one for any online business.
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Every single brand that is looking to transact (sell via e-commerce, capture emails/signups and/or even just to inform via content to facilitate offline business) needs to have a digital team with the savvy and prowess needed for today’s online ecosystem. The statement makes a lot of sense and most people reading it are probably nodding their heads in agreement, but the problem is – most don’t!
I find that most marketing teams are generally leaner than they should be and more often than not they are overworked and under skilled for the ever changing digital landscape. A skilled sailor needs to be steering the ship and they have to be armed with information so they can implement meaningful change for their company. We created the Digital Deep Dive about a year ago to help look under the hood, assess the landscape and then deliver a roadmap for improvements and it pays off in a big way.
Once you know where to go, you then need a team with the chops to implement changes and get the work done. It doesn’t have to be Sircle Media, but it does need to be done by someone with the knowledge and the skills (and the landscape is constantly evolving mind you) to get you there. Some companies just don’t have anyone who can “get er done,” and they desperately need an outsourced team. Often though they might have the right leader, but the department is so understaffed that they cant get to the changes that need to be done. That is really dangerous, because the necessary fixes are known, but nobody will make them. It is like knowing you need to pave the potholes in the road and just ignoring them until a few cars blow out. It is an accident waiting to happen and that should be unacceptable for a brand or business looking to not just survive, but actually flourish online.
I came across this article which is such strong support for our “Digital Consultant” offering. Regardless of what direction a brand wants to go in, it is so valuable to have peace of mind on the state of the union. Then, once they have uncovered the areas that really need fixing, an outsourced digital consultant provides the ongoing support, that will provide high impact for a fraction of the price of a full time hire (or group of hires) that a company is probably not going to be willing to make. So this becomes a real value proposition play, rather than being too expensive.
For any business owner, brand manager or digital marketing department head, I implore you to sit for a moment today, and think about your digital plan of attack, as it stands right now. Is it where it needs to be? If not, then it’s time to get to work!
Social media is just a new term for the internet and social networks are just a part of the ecosystem. Businesses need to be thinking more holistically if they want to win online. We advise clients to take a real deep look into their different digital initiatives: web, email, search, content etc. and make sure that all of these are setup correctly and that they have a real strategy in place before moving forward with vendors or tactics that they hope will be successful
Social, content and search are the ingredients to be seen, shared and transacted with online. In order to tackle those three correctly you need to really look under the hood, assess and then get to work to make sure the funnel is set up the right way. Without this mission critical first step, most will waste time and money on things that are set to fail from the start. We decided to create The Digital Deep Dive Product to help our clients, and to ensure they don’t make that mistake. <—Click the image and learn more.