Digital marketing and technology is taking the world by storm. With an estimated 2.1 billion active users, Facebook has changed the way people communicate around the world. And, it’s not just Facebook. Instagram has become a source of revenue for countless businesses, YouTube is making it easier to communicate to millions of younger consumers, and organizations like TechCrunch, Y Combinator, and 500 Startups are growing digitally-focused businesses building new CRMs, tracking devices, and algorithms faster than you can say algorithm.
This isn’t a new phenomenon. The new crop of managers and team members who grew up in the “digital age” are bringing in ideas that require an understanding of how digital helps a business grow, gain brand recognition, and modernize their presence in their industry. As a leader, it is important to possess the cornerstone knowledge required to lead your team effectively as technology continues to take a stronghold in business tactics.
Simply put, a leader who isn’t embracing digital is missing out on opportunities for increased efficiencies, effectiveness, and modern leadership potential. Not to mention, competitors are likely ahead in the game.
Inexperience with Digital ROI
When used effectively, technology can provide large returns to a business. This type of data analysis and measurement requires having personnel on staff who understand digital technology, social media, and the benefits of utilizing related platforms. Let an experienced employee take the reigns. All you need are the numbers to show a positive return and a very basic understanding of the benefits of this business investment.
Let’s cut to the chase. Yes, there is an expense for digital technology. Applications and digital platforms aren’t made for free use – these are still businesses that need to produce revenue. But, most of the tools required have a free trial – 14 days, 30 days, sometimes longer. Achieve increased sales efficiency through various sales platforms like Salesforce, Pardot, or HubSpot. Activate or pump the gas on social media with Buffer or Hootsuite which streamline processes and social media management. View web performance by venturing into Google Analytics. However, do not do any of that without an experienced digital professional on the team.
Embracing digital isn’t about adopting one, two or maybe three practices because a competitor may have implemented similar tactics. It’s about envisioning the right puzzle for your specific business, then finding the puzzle pieces that make the whole picture.
A leader’s focus needs to be split between very different aspects of a business. Learning the specific details of digital marketing, technology, and data-driven decisions takes a lot of time and energy. Time and energy an executive does not necessarily have.
We suggest expanding the team and hiring the best candidate for the position. The correct addition to the team will be able to articulate to the leaders within an organization what is necessary to achieve and exceed growth goals, implement action plans, and present findings based on initial hypotheses. This individual likely matured in the digital age and has working experience with proven results. This person will understand how to effectively leverage technology (like HubSpot for sales, Slack for communications, and Hootsuite for social maintenance) while bringing new ideas that will directly impact the bottom line.
Sound overwhelming? This “needle in a haystack” candidate is out there, and our team of experienced recruiters and headhunters is ready to find this perfect fit.