Just about every B2B marketing executive is under pressure by their c-level leadership to explain and defend their digital strategy. So, you launch a Facebook and LinkedIn account, try your hand at blogging, and may even send out a tweet or two. You hire a full-time SEO / SEM expert that has about three years of experience or less because that is all your budget will allow.
After many months, you can theoretically claim that you have a digital strategy to your leadership. Now, from somewhere in the finance department someone runs a quick spreadsheet and determines that your digital marketing expenses and, more importantly, the internal labor hours spent dont seem to equate to a significant increase in revenue.
It may seem obvious to those immersed in digital marketing, but the average marketer continues to fall into pitfalls which can easily be uncovered by anyone looking at their online footprint and lack of effective utilization of social marketing.