I’ve been writing blog posts for more than 14 years now (and I started blogging regularly for fetchprofits.com – for only 6 months on schedule).
In all that time, I’d have worked with more clients than I can count. I see this:
Too many businesses focus on a “list of things” that have absolutely no relevance to their actual business.
Business owners are fussy over everything. It’s nice to fuss over detail sometimes but overdoing it is bad (as it’s the case for most things).
All that fussing costs you time, money, and a huge outlay of effort for you and your agency, freelancer, or full-time staff. It bites into your resources and doesn’t let things flow, as is necessary for efficient digital marketing.
There was once a book called “Don’t Sweat The Small Stuff” and it was meant to be a general, non-fiction, self-help book that really tried to bring us out of this “attention to detail” misery we throw ourselves into.
This excessive attention to detail and “sweating the small stuff” permeates into business too (why am I not surprised?).
When that happens, all hell breaks loose.
- Mention Keyword 1 at the beginning of the blog post, on the 6th line, and on the 19th line. Please make sure the key phrase shows up at least 8 times throughout the article (Hello, this is 2017. Is anyone at home?)
- Please don’t use this word. Use that word instead.
- Why are my keywords not showing up in the post?
- This image or that image?
- Keyword Density? Keyword Density?
- 350 words, 500 words, 600 words, 1300 words, 2500 words? How long should the blog post be?
- The infographic colors aren’t perfect. Can we use Sky blue instead of Navy blue please?
- Please use “AdWords” and not “Adwords”
- American English, British English, And Australian English. Is there a way to write in Web English anyone?
If you do suffer from obsessive Digital Marketing Disorder, I have something to tell you. Here you go:
Digital Marketing Results? That Depends
All the work that goes into your digital marketing is an “effort”.
Just like other kind of “effort” you are familiar with:
- Lawyers or attorneys will do their best to represent you and fight your case. Only the court or the jury will decide the outcome.
- Your therapist can listen to you all day long, but what’s the point if you choose not to listen to her?
- Doctors do surgery and can administer drugs for you, but only your overall health, will power, and the state of your health can determine the outcome.
- Plumbers can do their best to fix your leaking faucets. They can’t do much if your entire plumbing system needs a major overhaul (which is a separate gig, by the way).
- Website developers and/or designers can follow your instructions to the T and create a website for you. It won’t amount to anything if your website is not build to get you what you want.
See where am I going?
Striking off all the points across the digital marketing spectrum is a huge endeavor. It’s back-breaking and it requires smart work, dedication, continuous effort, and testing.
Digital marketing is not a day’s work. Stop expecting results from day one. Spare your staff, agencies, and freelancers from this nightmare you bring on to yourself and to them.
Are You Right or Wrong? Or You Have No Clue?
Don’t guess. Here’s the answer: no one has a clue.
No one can tell you what works in digital marketing and what does not.
There’s no in the world who can tell you for sure whether Facebook advertising works better for you or Adwords does. Although Perry Marshall tool can help you identify what “might” be a good fit.
I can’t tell you if your business idea is going to succeed or not (You could have just spent $50 and validate the idea instead?).
I don’t know what your email open rate is, unless you actually send out emails and get the stats.
I can’t tell you how many leads your mobile advertising campaign will fetch when you decide to target females between 18-36 in Brazil who are all working from home.
I just don’t know. I can’t tell.
There’s only one way to find out: Launch the darned campaign. Start blogging. Get on social media. Start building your list.
Caspice? No one saw the future, alright?
“After” All that detail, What’s Your ROI?
When you decide on the landing page background color, you’d usually go with a color that closely matches that of your brand.
That’s understandable; it’s called branding right?
Some attention to detail – especially when there’s a degree of common sense attached to it — is fine.
The thousands of revisions you ask for and the mindless changes you need done. What exactly do get from that?
Do you want your ego massaged or do you need digital marketing to work for you?
What’s your decision based on? And Why?
- Why do you prefer Droid Sans over Roboto?
- What explains the endless revisions for your blog posts, apart from a possibility that you are a perfectionist. What do you get after that?
- The one month you spent fussing over your logo, what happened after that?
- Your incessant review lists for the website you built: What’s the average revenue your site brings in now, especially after 3 weeks of torture your poor designer went through?
Blind Marketing Vs Emotion-driven Marketing Vs Data-Driven Marketing
There are three kinds of digital marketing that most businesses end-up doing:
Businesses have no idea what they do. They do it because this particular entrepreneur’s cousin, the SEO guy, the designer, the wife, the son, or their own brain tells them something.
- Writing up content for the sake of it and publishing irregularly (or all at once?)
- On and off social media.
- Never bothered with email marketing or took an effort to build a list.
- Launching paid ads for a week and stopping immediately after because “that shit didn’t work”.
- Doing influencer marketing because everyone says it’s cool.
- Doing guest posting because some marketing big shot did it
- “I read a post in a private forum. I read a book I got from Neil Patel, and I just know man. I Just know”
All of that is blind shit. It’s blind because you have no clarity on your goals, you don’t know what works and what doesn’t (because you only did SEO all your life), and you just go with a hunch (and not with data).
When businesses start with blind marketing, there’s at least hope that they might find what works.
Emotional-driven marketing is so much worse.
Because any random cluster of human emotions is too strong to allow people to listen to reason, that’s why.
Emotional-driven marketing looks like this:
- My wife is a marketer. She told me this. Hence, this is what I’ll do (Your wife is not the expert. If she were, she’d have told you that she didn’t know)
- My best friend designed the website for me. Redesign for marketing reasons? I’ll pass, thank you (Is your best friend going to feed you when you starve because your website doesn’t get you results, crashes, or gets hacked?)
- I’ve been working as a marketer in this startup. The startup got funding. I am out starting this baby on my own. I know what I am doing. (You are too full of yourself to do any meaningful marketing, now, eh?)
- My family business is now 3 decades old. We know what to do. (They knew what they did. You don’t because the period of time you are in changes everyday, is chaotic, and your competition even has a SnapChat account. You Don’t. That tells me you know shit).
Data-driven marketing is a gift to mankind, the marketer-kind, and the entrepreneur-kind. It’s awesome that you get pit your head against analytics, numbers, KPIs, metrics, and all that data and then make a decision.
Data-driven marketing looks like this:
- Got an idea? Let’s put up a campaign on Facebook for $100 and see how the market reacts to it.
- Landing Page A or Landing Page B: A good A/B test will point the winner to you soon.
- Advertisement A Vs Advertisement B
- Subject Line A Vs Email Subject Line B
- Blog Post Title A Vs Blog Post Title B
Data-driven marketing puts everything to test. Absolutely everything. This also includes testing out the home page version your mom liked with a home page version your wife liked.
That’s just how it is.
Are you wasting time sweating the small digital marketing stuff? Pouring your heart over crappy attention to detail? Tell me about it.