Many companies want to establish a digital strategy and lead generation. Terms such as Inbound, Online and Content Marketing are heard of more and more often. But it is still very few that have got a real understanding of this and even fewer that have implemented it in practice and really managed to build a digital marketing flow that gives sales.
The greatest hurdle to succeed with digital marketing is, in my experience, that you don’t get started with it.
True, it is an obstacle to get started. Amongst many things you need to develop something new; you must establish new marketing methods and routines to run the new processes. And in addition, this is within an area that for most people is completely new.
There are two reasons why you do not get started. This is because, so far, there have only been two approaches for those who wanted to implement lead generation with digital marketing.
- Buying a consulting project
- Trying to learn everything yourself
The problem with “Consulting Projects”
Many consulting projects mean that you should do as much as possible straight away so you can establish the ultimate system. But by doing it this way the project becomes very demanding both from the start and throughout the development phase. The development part will take a long time and in the worst case, the project dies out before it has even been launched.
At a conference on Inbound Marketing B2B recently, an industry colleague reflected on how many large companies had invested in marketing automation. And none of them had started it yet.
A factor for success is, in my experience, to get started quickly. And then doing and implementing what you learn as you progress. By starting with simple systems and working methods, you can grow into it gradually and learn what you need step by step.
The problem with “do-it-yourself”
A common pitfall, especially with smaller companies, is that you try to learn everything yourself. The result is usually the same as above – it takes a long time to get started, if at all.
It takes time to learn what you need to know (and also to understand what you need to learn). This can be a difficult task to focus on and frustrating when you get stuck.
This is the way I did it myself, but I am very interested in this and I wanted to learn how it all connects so I can pass this knowledge on to you. It took several years before I got started for real and I have spent thousands of hours studying and trying out what works and not. And I’m still learning!
Many company owners and leaders I meet are passionate about developing a digital strategy but they feel torn because their working hours are consumed by so many other operational goals.
I think the experience of lack of time often comes from the lack of a clear plan – a picture of exactly what needs to be done and not. And when you do not know if what you do is right, the uncertainty becomes even greater. And then it is difficult to justify the time required to establish something new.
A pragmatic method
In order to overcome these obstacles, we develop services that can help you to introduce digital marketing methods in a more pragmatic way.
So far, we have made customer-oriented tailor-made projects where we help companies get started. As a rule, we get their digital new customer flows in place in two months and then we run to develop the working methods for another six months. (Yes it does take some time to do this)
The success factor is, as previously mentioned, developing and introducing new work routines step by step. Another important aspect is to do it in an appropriate order to reduce friction, make learning easy so each step becomes as small as possible.
In the near future, we will also launch a new service that follows the same methodology but is aimed at smaller companies with smaller budgets. There will be training and coaching program in groups. It is, therefore, suitable for those who want to do most things themselves, but avoid pitfalls and fast-forward their learning.
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