When I meet with prospective clients I always ask them this question, “Can I see your digital marketing roadmap?”
9 out of 10 times they look at me with a blank stare.
This is true for small and big companies.
So I have to bring them back out of dreamland by asking them, “Do you really think it’s a good idea to be randomly posting on social media, boosting a few posts you want to advertise on Facebook and cross your fingers that it will all somehow turn into new business?”
You wouldn’t build a home without a blueprint.
Heck, you wouldn’t even go on a long vacation without planning it out.
So why would you approach your digital marketing with such careless disregard?
While that question won’t make me popular, I’ll let you off the hook because I know the answer.
It’s because you’re busy doing what you’re doing, what you do best and you may not have the knowledge or resources to address this gaping issue in your business.
I’m equally as surprised with how many companies hire agencies or digital marketing “consultants” who then never create a plan or roadmap for them either.
Reason: These digital marketers and agencies usually don’t have the knowledge or resources to do this either. Sadly.
If they aren’t planning for you, they are doing the same thing. Shooting in the dark.
The solution is simple.
We call it the “Digital Bridge.” It’s just a fancy term for plan or roadmap but we believe it more accurately defines what it is we build for our clients. It’s a bridge from where you are now, your current situation, to where you want to go; your desired situation. It’s that simple.
The Digital Bridge outlines the strategies, tactics, and timelines for getting from where you are now to where you want to go.
The Digital Bridge Process (Abbreviated)
Start with the end in mind. You can’t hit a goal that you can’t clearly see, so it starts with getting clear on what you want and what your desired outcomes are.
Define who you’re targeting. Taking the time to create an ideal client profile, otherwise called an avatar, is something few businesses rarely take the time to do. But it’s a necessary first step to make your advertising work for you going forward.
Define how you’ll get there. What are your client attraction and acquisition strategies? What will your online sales funnels look like? Map them out. This includes traffic and conversion tactics. Task it all out and assign who will be doing what and prioritize it.
Define when you’ll get there. Timelines. If you don’t assign due dates on your tasks, then you’re just dreaming. To make it real and to hold yourself and your team accountable, assign realistic day and dates of completion. Then hold weekly accountability meetings to report progress.
Define the resources you’ll need. This includes the online marketing tools as well as the human resources you’ll need to get you to where you want to go, in the time that you want to get there. It also includes financial resources. It’s very difficult to compete today without spending the necessary budget on online advertising.
Imagine if your marketing team or executive group were all playing on the same roadmap. You’ll feel a lot more comfortable spending the budget money when you have clarity of purpose and strategy.