I’ve realised recently that some business owners, company executives and managers have a pretty good idea of what they need to do to promote their businesses and achieved better results. However several factors seem to prevent them to get round to do what they know they should be doing.
They know they should modernise their company website, integrate the emailing system to build a bigger list, create engaging content with videos and photos, use social media to listen to their clients needs and interact with them, etc. They know all that. But they fail to take any action and sadly things stay exactly the same as they were at the beginning of the year.
So why aren’t they doing anything about it if they know it will bring them more results?
One of the reasons is that they are overwhelmed by the sheer amount of information and options available to the point that it results in a form of paralysis. Too much choice means that it easy not to take any decision at all. They don’t know where to start and how to orchestrate the different tools available.
As a foodie, what pops in my mind, is some analogy with cooking. Imagine having on your kitchen table a bottle of milk, sugar, eggs, wheat flour and a block of butter. What can you do with that? Well, a range of stuff. You can make some crepes, some waffles, some muffins, a cake, bread, etc.
The first thing is to decide what you are going to do with these ingredients. Which means having a clear vision in your mind and how big you want it to be? Is it for 2 people, 4 people, 6 people or more?
Your next step is to mix the ingredients together according to the recipe of your chosen product. And finally you need the right baking tray or device to cook your preparation at the right temperature.
There is no point having the ingredients and know what you want to cook if you don’t have the recipe or the cookware for it. The same principle applies to business and especially with digital marketing where there is plethora of information available. Being able to select the right tools and orchestrate a strategy to achieve your desired results is key.
Other reasons why people won’t define a digital marketing strategy include:
- Lack of time. It’s true that most businesses have a lot on their plate. Therefore they are reluctant to commit some extra time to think strategically before rushing into doing a bunch of disjointed activities online. But when their efforts do not produce the expected results after having spent money and time to implement these activities they wonder why.
- Fear of commitment. Having a strategy outlined forces you to make decisions and follow through the plan whether you are busy or not. You become accountable to the results you have set to achieve. This can scare people who don’t know if they will be able to commit to deliver consistently.
- Pressure. People want quick results. Therefore they do a lot of activities, which are not necessarily productive but give the illusion of getting results. This typically happens with social media when businesses have the wrong following or fans who are not their desired target. The numbers of following give a false impression of success.
Strategy is often mistaken for some blue-sky thinking that has no practical ground and is described in vague and generic terms. This is unfortunate that some busy businesses owners, company executives and managers are failing to understand the liberating power that a well-designed strategy has on business results.
A well-crafted actionable strategy can save you money, bring you more money and save you time. It provides a clear plan to follow and take away the guesswork.
One of the habits I have developed that works well is to hold creative strategy sessions to brainstorm ideas with your team, shortlist the best ones and prioritise them to have a catalogue of actionable ideas to implement according to a certain schedule. There is no hurry to implement all the ideas at once. The important thing is to have this list somewhere visible and be realistic with what you can execute well with the resources you have.
To be effective your strategy needs to embed a well-defined action plan where everyone is clear about:
- Where you are
- Were you want to go
- The key milestones and measurable objectives
- The resources available (human, financial and technical)
- Who is responsible for each of the objectives
- When is the due date
- How do you know that you have achieved the objectives
My job as digital strategist is to help clients to overcome the obstacles that stand in their way of crafting a clear actionable strategy for their business and help them to transform their potential into valuable assets that their clients will ultimately desire.
Summer can be the perfect time to recharge your batteries as well as to assess your results mid-way and adjust the course of action in your business, as there are less people around vying for your attention.
To help you get started, I am giving you today two free templates that I use with my clients to define their desired results and the steps to achieve them. You can use them to refine your target for the rest of the year and craft an appropriate digital marketing strategy.
Click here to download the templates and make the last quarter of the year the most successful one. The first 5 people will receive a 30-minute complimentary strategy call with me. The instructions are included on the page. Access now.
About Francine Beleyi
Francine Beleyi is a bilingual French-English, digital marketing strategist, multimedia journalist, speaker, and change agent. She is the founder of nucleus of change, a company specialising in helping businesses, experts and leaders to succeed their digital transformation.
She has helped many companies, from small businesses to multinationals, to develop their businesses nationally and internationally, in Europe, Africa, Middle East and Asia.
She is passionate about working with forward thinking people and organisations to articulate and achieve their mission in the most impactful way. She also helps them to deliver authentic messages that connect powerfully with their desired audience and stay relevant in a fast changing world. From designing actionable digital marketing strategy to multimedia content strategy, she helps clients develop valuable digital assets.
Her winning multidisciplinary approach comes from her versatile experience in information technology, change management, marketing & communication, journalism and a solid business experience.