Digital Marketing For Your Business – Expectations Vs. Reality
Many small business owners end up being disappointed with digital marketing. Not because digital marketing is ineffective (because it can be an exceedingly effective method to get your brand recognized) but because they do not have the right expectations when beginning with digital marketing. I am going to discuss expectations versus reality, ensuring that business owners have a dose of reality when they talk about digital marketing.
Expectation – Digital Marketing Is Only For The Larger Companies
Reality – Even if you have a smaller company, you need to be online. You need to be online, and digital marketing is going to be essential when you are online. If you are marketing anything to people under the age of 34, you cannot afford to be invisible on the Internet. For that generation, the first thing that they do when they are interested in your product or service is to check whether to see they can find more information about you online. This should serve as a reminder of the power of the Internet. The time for having an offline-only business is over.
Expectation – A Small Investment Can Have Large Results
Reality – You have heard the phrase “you have to spend money to make money,” but that goes for your digital marketing strategy too. Of course digital marketing is going to be cheaper than advertising via traditional means, but that does not mean that you are able to do it for free. If you think that investing a single dollar is going to amount to thousands of dollars in returns, I highly recommend that you play the lottery instead (because that is the only place where you are going to find odds like that). This does not mean that you should expect to spend tens of thousands of dollars, but you have to be willing to invest.
Expectation – Digital Marketing Is ‘Set It And Forget It’
Reality – Unless you are paying an internet marketing company to take care of everything for you, chances are that you will have to spend considerable time on your digital marketing strategy. Even if the strategy works, you still want to take time out of your schedule and revisit your strategy once in a while.
Expectation – Digital Marketing Means More $$$
Reality – Just having a digital marketing strategy is not going to be enough. First of all, you need a digital marketing strategy that is going to pay off – which is why it might be best to consult with a digital marketing professional before you implement a new strategy. Secondly, you have to be willing to invest in your strategy. That goes beyond financial investments, but it also means that you have to be willing to put in the hours to update your social media channels for example.
Expectation – More Exposure Means More Business/Conversions
Reality – It is true that digital marketing can increase the exposure that you have with others. However, it is not suddenly going to change the quality of your overall message or change the quality of your product/service. If you want to get the most out of your digital marketing strategy, you have to be willing to invest in your own company. What good does it do to advertise something if you are offering a subpar product?
Expectation – I Can Just Get Started And Find Out Where I End Up
Reality – While you can certainly get started with a digital marketing strategy without doing any real research beforehand, how are you going to know whether it made a difference? How are you going to define whether or not a strategy is proving to be successful? If you want to know more about what makes a great, feasible strategy, make sure that you talk to a digital marketing professional beforehand.
Expectation – It Is Easy To Come Up With Creative Ideas For Your Business
Reality – It can be difficult to come up with great ideas for your digital marketing campaign. Oftentimes these results do not come overnight. You want ideas to be interesting and fresh, which is why so many rely on a professional marketing company to help them study the market. It can be difficult to focus on the market (and ensure that you know what keeps consumers interested) while still trying to run your business.
In conclusion, you want to make sure that you understand the thin line between your expectations and reality. You have to be realistic about what to expect, both in the amount of time that you are going to spend on digital marketing and the amount of time it takes to be successful.
If you are not realistic about what it is going to take to be successful, chances are that you will only end up frustrated with your (lack of) progress. Digital marketing is certainly going to be a tremendous benefit for your business, but do not make it out to be (or expect it to be) a one-time fix that is going to send you onto the path of financial success without any real work.
What do you think? Please join the conversation by leaving a comment below.
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