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10 Things that Sideline Strategic Digital Marketing Efforts

Avoid these 10 unforeseen things that can set back your Web marketing efforts.

Web marketing can become sidelined for reasons that most marketing professionals fail to see or understand at the time. Review this list and see if you are guilty of one of these 10 mistakes:


1. Failure to develop a Sales and Marketing plan that includes Web marketing.

The sales and marketing plan provides strategic direction for the company and the Web marketing plan is a key component. This plan clearly outlines the action steps needed to implement the marketing strategy. Without this plan, you may not be heading in the right strategic direction with your marketing efforts.

2. Not understanding the difference between sales and marketing.

Markeitng is the process of generating leads and developing a brand. Sales is the process of building relationships and closing sales. The two must work together and management must understand the differences for each person’s role on the team to be clear.

3. Not understanding that sales and marketing look different across market segments and industries.

Sales and marketing efforts are very different in various industries. One size does not fit all. It is not easy to transfer what works in one busy industry to another. A common mistake is to make marketing approaches work across industries.

4. Confusing B2B with B2C marketing.

This is a common mistake in online marketing when a B2B Websites looks like a consumer Website. Another example is targeting keyword phrases for a B2B Website that are really meant for a consumer market place.

5. Not understanding the impact of the Internet and technology on your company.

Marketing professionals and business leaders must understand online marketing and technology in general. These two areas have become critical to marketing success. They can no longer pass the buck to the IT department on how things work in technology and online marketing.

6. Not having a thorough understanding of your sales channels and customers.

Many business leaders and marketing professionals do not take the time to clearly understand their customers – and this becomes very transparent on the Internet. Many Websites are ineffective because the site does not connect with visitors; this shoes a lack of understanding about the target market.

7. No clear knowledge of what drives prospects to your company.

Keywords search terms can be vague, especially when the terms go beyond the branded name searches. Smart Web marketers will know what brings people to their Website and attracts them to the company.

8. A misunderstanding of what closes sales.

This can be the result of poor communication between sales and marketing. The things that close sales and objections during the sales process should be addressed in Website content and will be a factor in lead generation efforts.

9. Not knowing how people are likely to find your Website.

This can be accomplished through Web analytics, user testing, and in talking to Website visitors. However, many business leaders and marketing staff never review their Web stats.

10. No clear system for tracking Web analytics and marketing data.

Serious marketing professionals and all business leaders should see their Website stats as key business indicators. They should be reviewed weekly or at least monthly.

Thomas Young

Thomas Young is the CEO and Founder of Intuitive Websites. He is a consultant, award winning Vistage speaker and author of “Winning the Website War” and “Sales and Marketing Alignment.” Tom has helped thousands of companies succeed online and has over 25 years digital marketing experience.