5 Reasons Your Digital Campaign Failed

Shirley Thom Blog

“I never blame myself when I’m not hitting,” said Yogi Berra, Hall of Fame catcher for the New York Yankees.

“I blame the bat, and if it keeps up, I change bats.”

Berra’s theory that if you’re not getting hits you need to change bats is a start, but it’s not the whole story.

The person holding the bat has something to do with what’s not happening. To move into the winner’s circle, you have to step up to the plate with a bat and a plan.

 

Here are 5 reasons why some digital campaigns aren’t homeruns:

1. Poor planning.

Or, no planning. In a baseball game you pick up the bat and picture yourself crossing home plate, scoring the winning run. The first pitch whizzes by you before you get the bat off your shoulder. The second pitch flies by even faster. Reality just hit the catcher’s mitt. You were not prepared to play this game. You had no plan. The same holds true in the digital game. You don’t start out with a home run. You begin with a plan, or you call a coach who knows how the game is played.

“If you don’t know where you’re going you might not get there.” -Yogi Berra
2. You select the wrong channels.

Just like television networks and radio stations, individual digital channels appeal to different demographics. To explain, here is an overview of a few channels:

  • Facebook is the most prolific and diverse site. The numbers are big enough to accommodate most demographics.
  • Young people have added Instagram to their YouTube fixation.
  • Pinterest is primarily female, although the fellas are starting to arrive.
  • LinkedIn is the right choice for professional interaction.

Research is readily available. Learn to use and you’ll increase your winning percentage.

3. You’re trying too hard.

Focus on a specific message each time you post. “We offer good service and low prices …” Doesn’t everyone? My eyes are already glazing over. Be brief and be precise:

  • Tell them exactly who you are: “… selling appliances for 25 years…”
  • Tell them why you are engaging with them today: “Enter to win a new freezer.”

If they want more detail, they’ll reach you through your social media channels, or they’ll click through to your website.

4. It’s a single shot–in the dark.

Digital response is an ongoing conversation. We use terms such as “friends”, “followers”, and “engagement” for a reason.  It takes time to become friends and develop loyal followers. If digital communication is new to you and your company, maybe it’s just a matter of stepping up to the plate one more time, rather than picking up a brand new bat.

5. Your website needs upgrading.

All digital roads lead to your website. That’s where the action is … or isn’t. Users will come to your site once or twice, but if you want them to remain engaged you need to offer new images and ideas.

  • Post new content weekly
  • Add one new item to your home page every month
  • Go through your entire website every six months. Spend at least two hours looking at the site, page by page, with an open mind and fresh eyes. Look for outdated references, links that don’t work, and items that are missing, or need to go missing.

 

“Need a new bat, or a new game plan? Either way, keep swinging. You need a lot of hits before you get to the winner’s circle.” -Yogi Berra