As I've said before, the digital world for your business can be quite hectic. In fact, I see people look into trying to manage their digital operations alongside their existing operations and give up within the first week. Let's face it: if you're new to the online world and the concept of putting together a digital strategy, it can be really tough to not get overwhelmed.
In previous articles, I pointed out some key tips and other useful things that you can use to improve your overall digital strategy. However, in this new series of articles, I will be pointing out the top mistakes I see businesses make when it comes to their digital strategy. You can learn just as much from these mistakes as you could from my advice. Not to mention that some of the examples I will be covering are a good laugh!
So, without further adieu, let's see what The Top Mistakes Businesses Make With Their Digital Strategy (1st Ed.) looks like...
Jumping into the Ocean Before Ever Learning to Swim
One of the biggest mistakes I see companies make when taking on their digital strategy is trying to take on the endless information on digital strategy as a whole. Don't confuse this with reading articles or watching YouTube videos on the basics. After all, that is the reason I write these articles. In this case, I am talking about the companies that try to do their entire digital strategy in one meeting.
I'm not joking. I have seen businesses try and learn everything they can from me at the first meeting and then try to relay that information back to their employees in an attempt to have their entire strategy figured out before the end of the day. If you have looked at The 3-Phases of Your Digital Presence, you know how impossible this would be. This is flawed thinking in many ways but there are two main points I would like to make.
1. If a company is either too cheap or sly enough to try and take my knowledge, or any consultants for that matter, and kick myself and my company out of the equation, that is a HUGE red flag that this company cuts corners. If you have a company that has any experience under its belt, you know that the ones that cut corners ALWAYS go under.
2. If the company is willing to put that strain on their preexisting employees, I can almost guarantee that they are already overloaded with extra work. In which case, they too will most likely go under.
This is not all to say that they should hire me and my company every time. I'm not that shallow nor naive. There are many reasons that companies can't take on a digital strategist. However, what I am trying to say is this: If you don't think that hiring an agency like The HOTspot is good for your business at that particular time, don't try to do it all yourself. Start off with the 3-phase system and learn the basics. Do one step at a time and make sure that you don't overload yourself. Eventually, if done correctly, you will have no choice but to hire out your digital needs to a company like ours. We have taken in many clients who built up their own system before handing it off due to a variety of reasons.
Next, I want to point out that trying to relay everything to your employees about your digital strategy is NOT a good idea. Sure, they need to know the basics of what you plan to do as well as what "brand" the company is trying to put out. This is because you want to make sure that your employees portray you business properly on their personal profiles if they associate the company. They do not, however, need to know what your video ideas are, or what your posting schedule and content-types will be. I have seen too many people try and tell their employees exactly what they plan to do on the digital side and the result is either they don't care or you confuse them further.
When putting together your digital strategy (I might sound biased but I highly recommend using a company that does this work!) keep in mind that this is not an overnight operation. This will require consistency and quality for the long-haul. Starting off with 15 posts per week may feel like you're crushing it and outdoing the competition, but I guarantee you will run out of content and patience when you see no results immediately. Check out your competition. If they have a good following, I can almost promise two things.
1. They have several hundred posts (Consistency)
2. Their posts are either funny or really put together well (Quality)
If you take away nothing else, take away this: When considering your digital strategy, accept that it will take time and persiste