We’re on a mission to exceed the expectations of small businesses and, in the process, challenge the conventional thinking about digital strategies.
Too many small businesspeople have suffered with unsuccessful digital strategies. They’ve been left overwhelmed, trying to make sense of “what just happened?” with their digital marketing.
Digital marketing can be a very effective form of marketing for small businesses. It’s just that the digital industry has created a false impression of what small businesses NEED to do to succeed.
These agencies provide brief proposals, reporting that doesn’t make sense, and guaranteed first-page rankings. They follow every new trend, preach that content marketing is king, perform slow and pricey maintenance, and define digital strategies that don’t return a profit.
The core of this problem is not defining the proper metrics of digital marketing success.
Digital agencies want you to believe that web analytics should be used to measure the success of a digital strategy. The reality is that web analytics should only be used as a tool to gain deeper understanding of how visitors move through their buying cycles.
Digital success should be measured using the same metrics that define the success of a business. (Please note that those metrics will vary from industry to industry and business to business.)
Other digital agencies and small businesses also settle for measuring only “leads” or “sales” as metrics of success, and those simply aren’t enough. When businesspeople only measure leads or sales, they tend to try every new trend that surfaces. That often results in wasted marketing money, frustration and a lack of faith in digital marketing.
At WebArt, we look deeper into a business’s audience and how those people move through the buying cycle. Within that cycle are hidden metrics that can define digital marketing success.
Defining Strategies and Challenging Conventional Wisdom
By understanding your audience’s buying cycle, we develop strategies that challenge the digital industry’s conventional wisdom.
That allows us to drop strategies that don’t return results, then define and implement strategies that create a more positive return on your investment.
We know that beautiful websites, web traffic, social media marketing and content marketing are not necessary for every small business.
Having a beautiful website doesn’t guarantee that your business will achieve success online. New design trends appear every few years. Many businesspeople make the mistake of buying into one or more of those trends thinking that sales will skyrocket as a result. But it doesn’t typically happen. Often, design trends benefit only smaller, specific industries and audiences. Following design trends can actually hinder the user experience and make it harder for visitors to become customers.
Web traffic should always be measured, but it shouldn’t be the sole measurement of success. A smaller amount of web traffic that’s more representative of an organization’s audience is more valuable than a large, rising amount of web traffic that doesn’t contain the “right” people.
The number one mistake companies make on social media is spending too much time on it. People use social media as a diversion, for the entertainment and social interaction it provides. Yet, small businesses are constantly trying to interrupt that with messages about what they do. The time and money spent on social media only make sense for a few small businesses and strategies. Success can be difficult to achieve on social media, and it doesn’t make sense to drain a budget reaching for it.
Content marketing is another trend that small businesses jumped on and continually fail with, mainly because they lack the understanding of how it fits into their potential customers’ buying cycle. Each small business should have its own custom strategies, based on their goals and audience.
A successful digital strategy has been defined when key performance metrics are consistent with those that define business success. Those performance metrics will provide clearly defined strategies, stress-free digital relationships, and profitable digital marketing.
One business at a time, we will define digital strategies that help make small businesses money and bring clarity to our industry on how a successful digital strategy should be developed and implemented.