In today’s world of flashy advertising, new fangled gadgets and the seemingly limitless capabilities of the internet it is easy for us to be overwhelmed.

I’m no scientist, but as I type this Pandora plays in the background, my iPhone is at the ready to my right and I am typing this on screen number one of my two-screen setup. All of this… wait, a biker just went by on the street outside my window… where was I?

The point here is FOCUS. Although you probably need it personally, I’m not necessarily talking about personal focus. Keeping your digital strategy focused is nearly an impossible task these days. With so many new technologies, tracking and targeting tools it is no wonder marketers get so overwhelmed day in and day out. So how do we get back on track? Lets ‘focus’ on that…

New isn’t always better

If you don’t know how to drive stick shift why in the world would you ‘upgrade’ your car to a manual Ferrari? This happens all the time in the business world though. Too many companies abandon their digital strategy because a new shiny object comes out promising to pinpoint audience segments with a message specifically for them and ultimately get them to buy more. Now, this strategy works when you’re ready, but not if you don’t know how to drive stick.

Stick to the basics…

Ya, ya, the basics are boring. I get it. However, typically the sports team that wins their championship tends to focus on the fundamentals, or basics (unless you’re the New England Patriots I guess). This should apply to your digital strategy. Can your analytics track the entire visitor experience? Do your inbound marketing tactics drive visitors to the right landing pages? Are the calls to action on your site clear and noticeable? These are all digital strategy fundamentals and too many companies do not exhaust their options here before moving onto the next big thing.

It’s not working…

Brand loyalty isn’t what it used to be these days. Music tastes change by the hour. And there seems to be a new diet every second. My point is that we are always quick to jump to the next thing as opposed to seeing if what we currently have could actually work for us. Are you utilizing your tracking tools to their fullest potential? Are you driving visitors to the right landing pages? Are you taking advantage of all the segmentation features in your content management system? The next new thing won’t solve the issues of you not using your tools to their fullest. It’s sort of like a power saw because you can’t use a measuring tape when using your hand saw. Your cuts will still be way off with or without the power.

What can you do?

There are some simple questions to ask yourself before going out and spending money on that latest new technology:

• Inbound Marketing
  • Have you exhausted your potential keyword opportunities and do you have content for them all?
  • Are you out of AB testing options for your Display, Email and PPC mediums?
  • Are you unable to target audiences any more granular than what your existing tools allow? Google has MANY targeting options…
• Conversion Optimization
  • Have you conducted AB testing on all your landing pages through your existing testing tools?
  • Have you polled your website visitors through a usability test to see what they think you should do?
• Website Analytics
  • Do you have more than just the basic tracking code implemented on your site?
  • Have you created Advanced Segments for several different factors including particular audiences?
  • Are you taking actions based on reviewing your analytics reports?

At the end of the day there are some really great tools out there that can absolutely help your business succeed online. However, make sure you’re utilizing them to take you to the next level, not to simply stay where you’re at. Remember that any new tool requires implementation and strategy time that adds to the overall cost. Instead of looking at the next shiny thing why not try and take full advantage of what you already have? The power is there, it is installed, but perhaps just needs a little TLC. It all starts with a strategy though… a failure to plan is a plan to fail (or in this case spend money on tools you don’t need).