Business owners tend to make the mistake of rating their digital marketing successes with incorrect goals. This creates a distrust of their digital marketing potential and entrepreneurs abandon their virtual presence. However, the reason this happens is that they do not know the 3 critical stages with their individual milestones that are discussed in this podcast.
The first stage is awareness, potential clients need to know about the existence of your business. The goal of the awareness stage is getting a “glance” from the customers. The second stage is engagement. Basically, business owners need the “glance” from the awareness stage to turn into a “stare.” You, the reader, might ask at this point, how can I make this happen? This is where the content creation comes into place. Clients need to spend a little bit more time on the website reading blogs, watching videos, or listening to podcasts. Shawn describes the action of clients spending time on their website as “getting a virtual applause.” The final stage is the subscribe stage, get a customer qualified lead. This is when customers fill out forms to get more information on your services or customers call or email you.
With all of this in mind, you may ask, well how can I ever fail following these stages? There are actually 3 main reasons why digital marketing fails. The first reason is there is no focus. The business owner does not pay attention to the audience. The second reason is not understanding the goal of your customer in each milestone. If you do not know the goal of your clients, you do not know what you are trying to accomplish in that specific phase. Finally, the third reason is you are trying to grade a success of a phase based on another phase. Shawn uses the analogy of playing baseball with football rules.
