Digital marketing plan is like a blueprint of your online campaign. It is created so the team can maintain direction, know each other’s role, and keep the goal. It includes a timeline so we know if we are on track and if the identified activities are implemented properly. When things get a little off, you can always go back to the plan and it will direct you back to the right path.
Reality: No matter how smooth we aim for it to go, there will surely be drawbacks; at most time it is fixable especially if you are working with a Team eager to troubleshoot and repair without a fuzz. (Thankful that I mostly work with a supportive batch!) But we cannot avoid a few encounters that signal real trouble! Major trouble in the project does not usually come from the software glitch or malfunctioning platform… it is rather the behavior of the people we are working with that can cause a real burnout. Here are some signs that a plan would likely not succeed unless each one sorts the issue as soon as possible.
- Indecisiveness – cannot keep an eye on one objective and changing directions weekly, even daily. No focus.
The company might have too many overall goals but the Team must identify what to prioritize under the digital marketing scope and given the budget. If you are a new company, awareness must be the main step. Pin the most important and realistic approach. It is not right to build campaign as you please or instantly imitate what the competitors are doing. All the efforts should be anchored by what you aim to achieve along with proper metrics.
Quick fix: Stick to the plan and don’t be swayed easily.
- Not communicating – making abrupt changes without advising the team.
Let’s not forget that we are a “team”, regardless of size. Everyone has to move in sync with the known plan and adjustments must be made in alignment with those involved. It is not ideal to alter the content of your homepage without signaling your Web and SEO Team. They made codes and onpage optimization that can affect, worse omit, the company’s SEO approach.
Quick fix: Reach out and be open to the Team. Discuss new ideas without hesitations.
- Not listening – sometimes you wonder why the owner hired a digital marketing team if he will apply his own process and deviate from the plan, he took part to create.
Trust the expertise of each team member. Listen to their recommendations. Ask questions. Share your thoughts.
Quick fix: Listen to expert.
- Not telling the truth – lay down the cards and let the team know the real standing of the company so everyone can function accordingly.
If you are launching an app and you are aware of the glitch, then tell it to the team. Don’t go around the bush and present the real hurdles so they would know how to tackle the situation. If you aim to immediately release the next version in three months then the team must know the schedule.
Quick fix: No sugar coating.
- Rushing – not following the timeline. Digital marketing is not magic, you have to work and wait and analyze and tweak the strategy and obviously, it can’t be done in a snap.
You have given the list of keywords last week and you wish to rank today, wake up.
Quick fix: Respect the timeline.
Another red warning from those procrastinating the tasks and functioning in pessimistic mood. The quick fix is to do it according to timeline and maintain positive attitude. If you don’t get “send message” to your Facebook campaign, no need to be harsh. Review the targeting and the creative, adjust according to the data gathered.
We cannot be in control of algorithm changes, privacy restrictions affecting results of reporting, or even faulty dashboard update but we can always manage on how we deal with the challenges on and off line. Make real goals. Keep the cool. Stay committed. Move on. Learn. Work happy.”