It Ain't What You Do (It's The Way That You Do It)

Do you recognise any of these situations?

  • Our website "wasn't working", so we got a new one;
  • [a young person in the office] does our social media;
  • We tried AdWords, and it was too expensive;
  • Our web designer looks after our online marketing;
  • We've got lots of likes, but no business;
  • I am wasting too much time on the internet;
  • We're going to use [whatever the next great thing is];
  • The internet hasn't increased our profits.

Spend 1 minute watching the Bananarama video. It makes the very important point that with online marketing, it ain't what you do, it's the way that you do it.

The good news is that you can quickly and easily sort these situations.

If you are doing something that doesn't work, stop doing it. It won't suddenly start working. Others may have a vested interest in you continuing, but what's best for your business? Think what you could do with all that time and money you have freed up.

If you want to be proactive, now is the time to use that time and money in a better way.

This is one time when you don't want to use whomever you currently do. You have identified that what they do, doesn't work. To whom should you speak?

If you know exactly what you need, then you know what sort of people you need to speak with. But if that was true, you wouldn't have read this far, would you?

The main reason for disappointments in digital marketing is that it hasn't been planned around your business needs. Website designers sell you websites. Video producers sell you videos. Social Media experts sell you social media services.

Take a step back. With any other business investment, be it people, premises or machinery, you work out what you need, why, when, and its value to you. Apply the same approach to your online marketing.

Everything that you have tried and failed with, was either the wrong thing for you, or had been applied ineffectively. It ain't what you do, it's the way that you do it.

For an unbiased, independent discussion of your options, get in touch. Many people ask us to review what they have, and map out what they should do. You then know what you should be doing, with no jargon, smoke or mirrors.

By Kenneth Mackay, 19th April, 2016

This is one of a series of articles that deal with common issues when promoting your business online. We hope that you found it useful. Go to our online marketing tips to see previous pieces of advice. If there are any topics that you would like covered, please let us know.

If you need to promote your business online, then contact us.

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