It’s tempting to think you can handle digital marketing yourself. Training on social media, SEO, development, and content marketing are readily available, and if you don’t have time, there are always interns or your friend’s godson, who’s a digital marketing whiz. But if you are drowning in seemingly foreign Internet terms, realizing it’s not the best use of your time as a leader, or wondering if you’re getting the most out of your digital marketing efforts, it may be time to reconsider your strategy.
Red Flags and Missed Opportunities
There are several aspects to consider when deciding whether or not you need help with digital marketing. To start, ask yourself a few questions:
- Are you driving traffic to your website?
- Are you converting this traffic into opportunities?
- Are you converting those opportunities into sales?
- Are these sales profitable?
If any one of these areas is a “no,” then your entire business may be suffering. You need to be firing on all cylinders, where traffic leads to opportunities, which leads to sales and repeat sales. Without aligned goals, proven processes, and real strategy that converts viewers into buyers, your digital marketing efforts will fail – and may even drive potential customers away.
How a Digital Marketer Can Help
A digital marketing firm provides value in that they can create a tried-and-tested road map for the marketing of your business. This road map will show you not only how to gain a return on your investment, but what the potential for growth through digital marketing is. They will be the “keepers of the strategy,” helping you drive and convert traffic. You can then focus on training your people to sell to the leads that come in through your digital efforts. These two efforts must work together to build, grow, and maintain a dedicated customer base.
Find Where to Invest
The next step depends greatly on the size of the project and your budget for digital marketing. My advice is to focus on finding a firm that specializes in digital marketing. There are many full-service agencies out there that do everything from design for billboards to produce commercials to manage social media. With digital marketing, you need someone who spends every day learning and executing on digital strategies, and also has specific knowledge of your industry.
It may seem like a big expenditure, but if you hire the right people to handle your digital marketing, you will receive the investment back several times over. Think of it like any other advertising: It contains an upfront cost, but it all comes back to you in the form of customers you can turn into repeat customers!
When it comes to outsourcing your digital marketing, I’ve found that if both parties do their jobs, it leads to an amazing relationship. It’s your job to be an expert at your business; it’s a digital marketer’s job to expertly convey that. Your leadership in delegating will be worth the digital return.
Adam DeGraide is the CEO and Founder of Astonish, which was recently ranked 267th on the Inc. 500 list of fastest-growing private companies in the U.S. DeGraide and his team are the driving forces behind a vision to help the insurance industry grow its businesses by using the Internet. Now currently serving over 800 retail brokers in America, Adam DeGraide and his team at Astonish are encouraging the insurance industry across the country to “join the Internet marketing revolution, or get left behind!”