Top Mistakes in Digital Strategy
This interview with Jim Sheppard, owner of Conquest Communications Canada, has been edited and condensed.
Q: What’s the most common mistake that small businesses or small organizations make when they are either launching something new in the digital world or relaunching something that isn’t working?
Jim Sheppard: There are two key problems and they are at opposite ends of the digital spectrum — trying to do everything on the cheap or having more money than brains. Both can be extremely costly for businesses.
Most small businesses or small organizations don’t have the resources to hire a separate digital staff dedicated to success online, on mobile devices or on social media, where so much of their target audience spends its day. So what do they do?
The first mistake is that they take on the third-cousin-twice-removed of a friend who “does something with the Internet.” The result is usually a disaster, because the third cousin doesn’t really know what he or she is talking about, doesn’t understand the strategy of the business, group or organization, and is therefore not able to deliver on promises.
The opposite extreme is hiring a large consulting firm with dozens of experts who run up a huge tab and try to sell you products to make a big profit for themselves, without caring about whether you really need them. To them, you’re a minor priority in a world of big clients. They want to make as much money off you as they can in the shortest time possible before heading for the hills.
Q: So what’s the alternative?
Jim Sheppard: Some companies do have the luxury of knowledgeable personnel on staff who can take on the burden of determining what needs to be done and recommend qualified outside experts for the work.
But for most small businesses, organizations, NGOs and government agencies, the best bet is an independent outside consulting firm, such as Conquest Communications Canada. We come in, assess your needs, help you prepare the best digital strategy, then perform some of the work ourselves and/or recommend no-cost or low-cost solutions. The added benefit of an outside consultant over an internal project leader is that the outside consultant is not trying to play office politics within your organization for his or her benefit and may also catch things that staff members would miss.
Q: So how does Conquest Communications work with my organization?
Jim Sheppard: The first thing we do is make sure everyone in the decision-making loop is consulted about the overall digital strategy we will recommend and about how it should be executed. You can’t just leap to designing a cool website. Good digital products are built like good buildings: You have to have a strong foundation before designing the corner suite on the penthouse floor. We always start with the foundation: What are you trying to achieve in the digital world? What is your company’s mission? Who are your customers or users? What do you want them to do? How do you keep them coming back?
Q: Then what?
Jim Sheppard: Well, what I’ve said above is pretty basic stuff. It’s amazing that not everyone starts there. But Conquest does. After that, I’m afraid that any specifics I give you would be part of our unique corporate advice. We do an initial consultation for free, then, if you decide to hire us, you get the benefit of our experience and strategic thinking. What I will say is that my consultants and I take whatever time is necessary to make sure we know every aspect of what you are trying to do. We develop a strategic plan specific to you and your business or organization – no cookie-cutter, expensive proposals to bankrupt you before you begin. The next steps are up to you. We can provide services ourselves in best social media practices, mobile, SEO and audience development. We can recommend others who do highly specialized work, including design. But our signature difference from other consultants is that we work with you to find the lowest-cost solution that meets all of your needs. We don’t get commission from any outside sales.
Q: Any final recommendations?
Jim Sheppard: Sure. I’ve been involved with many projects, launches and relaunches in 25 years in the digital strategy business where the client tries to do everything on the cheap – and gets what it paid for – or, more often, the client has more money than brains and brings in a big consulting company that charges an arm and a leg. That company doesn’t care about your business’s success or failure. They only want to get paid, have the opportunity to sell you products you don’t need, then go merrily on their way, your money in hand, to the next client.
There are many digital consultants out there. But if you’re looking for realistic, long-term, effective, low-cost digital solutions, you can trust us.
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