Three Reasons Your Digital Tools Aren't Working For You

Having all the right tools isn’t going to get your business out of neutral. I had to learn this the hard way!

I love tech and automation. I researched the best digital tools, compared them side by side, then I purchased the best tools.

I thought, I’ve got it made!

But, I didn’t because the digital tools, apps, tech, doesn’t matter. It is the strategy employed to integrate the digital tools into your business that matters.

I was missing these three things, which is why the awesome digital tools did nothing for my business.

  • Lacked a defined lead generation strategy

  • No clue what my client experience was

  • Email content wasn’t focused on relationship building

So I had the tools and I was using them, but I still wasn’t getting anywhere. I was still stuck in neutral because I didn’t have a plan that converted contacts to clients.

Everything was disjointed and lacked cohesion.

Without these three things, I was stuck in neutral. My automations weren’t helping me build relationships or get more clients, so I had to figure it out and this is what I learned.

Lead Generation

Your lead generation strategy is what your digital tools and automation must hinge upon. How you do lead generation informs your follow up systems including collecting contact information, following up with new contacts, and nurturing relationships. There are two common issues, either you don’t know what your lead generation strategy is or you have a mismatch between your lead generation and your follow up systems.

If you don’t know your lead generation strategy, this should be your top priority in figuring out. Download Lead Generation 101 for guidance on figuring this out.

There are three indicators you have a mismatch between your lead generation and follow up systems:

  • Never implement your follow up systems

  • Zero growth in your mailing list size

  • Scrambling for your next client all the time

I solved this challenge in my business by working with a client generation strategy and I highly recommend her, if you need help here. Mary Cravets, Simply Get Clients.

Client Experience

Think of your client experience as how you treat new contacts from the moment they get on your mailing list to when they become a client. You know their needs, how they want to be treated, and what information they need every step of the way. Think of boutique retail shops, they have one ideal shopper in mind and everything in their shop is tailored to that one shopper.

You’ve gotta have a clear idea of who you serve, how they want to be treated, and communicated with. You can’t serve the masses, you’ve gotta pick one and go with it. This is called defining your niche.

Some indicators you need to niche down:

  • Who you serve can’t be grouped into one or two groups

  • Who you serve crosses industries and problem areas

  • You say “I serve anyone with ...” when describing who you serve

It took me a long time to figure this out because I kept thinking like the “corporate executive” that I was and not like my client. Once I niched down, it became so much easier. I actually switched from offering technology management consulting to mid-sized companies to focusing on CRM with coaches, consultants, and creatives running tiny businesses. This took a lot of trial and error, but I did it.

Relationship Building Content

This seems like a no-brainer, but it is where every single one of my clients gets stuck. To set up systems to support your lead generation strategy and build a high-touch client experience, you will need to write content. It feels like a lot because you are writing several emails, texts, landing pages, etc up front. In reality, you will no longer be writing the same email over and over to different people...because it will be automated.

This is about focusing on the longer term gain than the short term pain.

Once I started looking at this as creating a story through emails, it became much easier. I also write my email series in Google Docs before I ever start to automate them. It helps to see the completed communication series and map the timing and things before trying to automate them.

Focus on the content and not on how the digital tool works. Don’t worry about how you are going to automate. Just worry about what you are going to say.

An indicator you are not focusing on content is when nothing or very little has been automated and you keep watching how-to videos, but you haven’t written one email to go into the automation.

Stop & Start

Stop focusing on the digital tools and how you are going to learn them.

Start focusing on your strategy, client experience and content. Once you have this, you will figure out the tools or find someone to help you do that part.

Once I figured out my lead generation strategy, client experience and content, I felt like my digital tool (Work Smarter CRM) was working for me. The Work Smarter CRM is the most important team member in my business. :)

Download The Lead Generation 101 Guide Below

This is an essential guide to understand lead generation and how to convert contacts to clients.

Mary Sue Dahill, Founder & CEO of Work Smarter Digital

Ambitious business owners that are tired of marketing gimmicks and digital tools that don't work work with Mary Sue. Because they want one solution that removes complexity and gets their business out of neutral, so they can stop scrambling for their next client and start enjoying the freedoms of entrepreneurship.

Before you buy another digital tool, ask me first! Schedule a Digital Success Strategy Call to explore what’s possible.