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This morning a client messaged me about their struggling business.
It was my fault we weren’t generating enough calls.
The team was making the #1 classic mistake of digital marketing agencies.
After apologizing to the client, I told the team this.
Remember that with every client, the first place we start is where they are making money.
Know what is the system they use to measure how much money they get.
Then move up the funnel to lead generation– then further up to where we drive traffic.
The trap of amateur digital marketers is to mindlessly check boxes (which doesn’t necessarily mean real business results are happening) or to focus on a particular tool (video editing, blog posting, etc).
In other words, to avoid the #1 mistake of digital marketing practitioners, we must start with the strategy, which is GCT (goals, content, targeting).
Each specialist could be doing a great job in pumping out X videos a month, generating Y views, and driving Z clicks.
But if the phone isn’t ringing– and those turning into sales as measured in the client’s operating software, it doesn’t matter.
The MAA (metrics, analysis, action) technique we teach makes it instantly clear where the issue is– like an x-ray that spots where the broken bone is.
We do MAA always– not just daily, but all the time in everything we do– so we know what’s working.
Why do you think most digital marketers focus just on their tool, instead of starting first with where the client is collecting the money? Now, do you know the barrier to successful digital marketing?
Dennis Yu
Dennis Yu is co-author of the #1 best-selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.