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E-Marketing Performance Blog

How To Make Sure Everyone is Using the Same Digital Marketing Playbook

digital marketing playbook

Everyone wants to have a successful web marketing campaign, but success only comes with an honest assessment of your battlefield. As the saying goes, you have to know where you are to know how to get where you’re going!

Not all web marketing campaigns have the same chances of success. There are many factors to consider, and everyone must be operating from the same set of facts. If you ever find that you may not be on the same page as those around you regarding the success of your digital marketing campaign, here are some questions to consider:

Are you targeting the same goals?

Success is the goal, right? Well, not really. Success means different things to different people. Everyone needs to have the same goal and be working toward it together.

Are you in agreement with the metrics used to measure those goals?

Having common goals is one thing, but how you measure the achievement of those goals is another. Make sure that the metrics are agreed upon in advance so there’s no confusion as to when a goal has been reached.

Do you have a clear understanding of where you were starting from?

Some websites start digital marketing from a much more advanced position than others. New websites have a much longer journey to success than websites that are already established and have an audience. You can’t assume you’re starting from a position you’re not, or expect results to come as quickly as they would if you have an established web presence.

Are you operating at an aggressiveness level that will achieve the success you want?

How aggressive you are with your digital marketing makes all the difference in how quickly you can achieve your goals. If you’re investing in only one area of web marketing, you have a much longer path to success than if you’re investing in several at the same time. And even within each of those web marketing silos, there is a chasm of difference in how much time is spent. You can go a lot further optimizing more rather than less pages, or targeting more versus fewer social media platforms.

Are you keeping an eye on your competitors?

Your competition–and how aggressive they are implementing digital marketing–also plays a big role in your success. The more they invest, the harder it will be to out perform them. However, if they are investing very little, that makes it a bit less challenging.

Are you regularly reassessing your expectations?

Things change pretty fast. A once dormant competitor can suddenly step up their game. An action that seemed like a high priority a month ago may be less of a priority today in favor of something even more critical that was recently discovered. Web marketers are always discovering new things, and these things play a role in the success or failure of a web marketing campaign. Always be adjusting your expectations whenever new facts are discovered.

Getting on the Same Page

Not every web marketing campaign feels like a winner, but it’s important to understand why. Quite often campaigns are performing just as intended, but not everyone is on the same page, and someone sees loss where another sees gains.

To keep every on the same page with the same expectations, looking at the same results and seeing the same value, communication is critical. Assessing, re-assessing, and regular course corrections are critical, but so is ensuring everyone understands what is going on and why. Every web marketing campaign must evolve, but so do our expectations along with it.

You’ll find that, if everyone is using the same playbook, success is easier to achieve. It’s when there is a disconnect between interested parties that there begins to be a breakdown, not just in perceived lack of success. With that perception often comes interference leading to a real lack of success.

Comeback and ask yourself these questions on a regular basis. Keep everyone invested in the same playbook to ensure the most successful web marketing campaign possible.

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his “bride enjoy” and his children. Read Stoney’s full bio.

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