How to fail at digital marketing

Digital marketing is hugely more measurable and better value for money than offline marketing, but it’s not always guaranteed that you’re going to succeed.

In my 12 years working in digital marketing, I’ve failed a number of times. Here’s why I think it happened.

1. I measured the wrong things

Oh wow! My post got 300 likes. Now, did anyone buy the product in the post… nope.

Social media for people is often about vanity and validity, we want likes on our holiday posts.

And why not.

That doesn’t work if you’re trying to generate revenue for your business. You need to focus on the right metrics.

Your key metrics should be what you need to keep your business going. Sales, Revenue, Leads, Income etc!

2. I tried to set up my own tracking

The world of correctly tracking whether your content is driving conversions is an absolute enigma, unless you can code.

I made the mistake, multiple times, of trying to dive into it myself and got totally confused.

This is where you need to bite the bullet and call on the experts. Find a digital analyst. They’ll help you a lot in the long run.

3. I thought that someone cared about how I wrote that

Marketing teams internalise. They spend half an hour deciding whether a post should write the time as 14:00, 2pm, or 2 o’clock.

They spend huge amounts of time on keeping on brand.

The truth is. Very few people care.

Obviously don’t go wildly off piste, but make sure you’re not overthinking really minor details.

4. I trusted the platforms to tell me how to spend ad budget

Ads platforms, especially Google Ads, try and nudge you to spend more, or even when you start, nudge you to use their watered down Google Ads Express version.

This is where it’s good to bring in someone who knows the platforms and can spend your money wisely.

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