(the blog)

February 14, 2017 |

Is “Good Enough” Good Enough for your Digital Marketing?


Let’s face it – there’s no company that doesn’t have to make hard decisions based on the limitations of budget, time, resources, etc.

But when it comes to your online marketing … your brand … your image to the world … how your customers and prospective customers perceive you  … your lead-generation engines …

… do you really think “good enough” will get you to where you need to be?

As I see it, the term “digital marketing” is pretty much “marketing”. Digital has officially become the most dominant component to any marketing strategy. Being a digital agency, our experience and observations mostly pertain to websites and digital marketing campaigns and we’ve seen literally hundreds of instances where fast, cheap or local were actually the leading decision-drivers (as opposed to best.)

And don’t get me wrong – it’s not as though marketers or executives are accepting the reality that quality (and consequently results) will suffer. Rather, they convince themselves that they will achieve “good enough” results from “fast” or “cheap”.

Nobody’s suggesting you that you should engage in over-analysis-paralysis or drag things out unnecessarily … or irresponsibly spend more money than your company can afford. But when it comes to something so critical to your top and bottom lines, how could you possibly justify compromising it by taking the path of least resistance?

Some closing tips:

Take the time to do it right.
A good, custom website will take at least between 90-120 days. This is not your based on your agency’s process or bandwidth. This is the reality of an effective, thoughtful collaborative effort between you and your partner.

Choose the right partner:

  • How much experience does your project team have? I don’t mean how much work is shown on the agency’s website; but rather, the folks you’ll actually be working with – how much specific, relevant experience and expertise do they have? Ask, probe and look at understand their bios.
  • How equipped is the agency to support you during and after your initial engagement? A portfolio of pretty websites and case studies are only half the story. Does the partner have the infrastructure required to provide a superior level of attention and support?

Don’t cheap out.
Again, I’m not suggesting you overspend. But “you get what you pay for” is very true when it comes to digital marketing services. At least 40% of your marketing budget should go to digital. (these days we’re actually seeing higher percentages). In order, most studies show marketers investing most heavily in: Websites, SEO, Content (marketing), e-mail and Paid Search.

Obviously everything has its nuances on a per-company basis. Timeframe, budget, agency preferences and personal chemistry. Many of these decisions should be commensurate with the size and complexity of your company.

The bottom line?
Just do it right. None of us marketers can afford to waste day or a dime on initiatives that are shortcutted or shortchanged.

February 14, 2017 |


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