Want to improve your online marketing? Of course you do. Who doesn’t?

Thing is, that is where most people get stuck. They want (need) to, but just don’t know how to get started.

Beware the Quick Fix
Pressure from a multitude of things from poor financials, to the boss breathing down their neck often leads to reactive decision making.   Something needs done…yesterday.

Quick fixes never work for me, digitally or otherwise. I don’t think I am alone in admitting I have certainly tried my fair share, despite being told time and time again, ‘if it looks too good to be true, it probably is’. Yet we often try to find ways to justify going against our better judgment in hopes of a fast solution. Why? Only Dr. Phil and the producers of fad diets know.

Ever notice that there are far more success stories which begin with “I worked hard” vs. “It was easy!”. It’s not a coincidence.

Indulge me for a moment with this metaphor. Think of your digital marketing, like fitness.

Who wouldn’t like to be fit? Or have a very strong web presence? How many times do you overhear conversations about either subject that contain statements including, “I wish I could”, “If I only had time”. I am personally on a mission to get back into shape. Am I there yet? No. But I have learned a lot to this point about diligence and effort.

Fact is, people don’t suddenly become fit, and brands don’t suddenly find themselves with a rock-solid online presence. Both are the result of proper planning, execution and hard work.

Make a Decision
It’s one thing to talk about wanting to do something. It’s something entirely different to make the firm decision to do it. Committing time, resources and creating the proper mindset are all necessary steps to achieve success.

Create a Plan
Walking into the gym without an idea of what you are wanting to do is never a good idea. It’s the same with your digital marketing. Simply showing up on Facebook is not a plan.

Think about goals, time-frames, and realistically evaluate the time which can be devoted to working towards those goals.

Lay the Foundation
Out of the gate you will not be able to simply tie on your shoes and complete a long, difficult workout. Think you can ride your mountain bike for 50 miles without some prep-work?  You might be able to, but without some foundation, it will hurt. A lot.

Digital efforts are no different. You will not become a thought leader in your field, nor earn the trust of your audience with just one tweet. Crafting a nice page title tag isn’t going to instantly send you to a number 1 ranking.

Work on the foundation. It will give you the opportunity to build and grow.

Work Smart
It takes effort. No way around it.

You can find tools to make yourself more efficient. Be it running shoes, a smooth shifting mountain bike or hootsuite and tweet deck, there are tools to help you. However, those tools are no substitute for effort.

Blood, sweat and tears is a tired euphemism, yet it is applicable. Be prepared to work if you would like to reap the rewards.

Measure & Track
There is no way to know how well you are performing, if you don’t know where you started. Measure everything you can and then determine which things really matter. Your key performance indicators (KPI’s) are going to be determined by your goals, not someone else’s.

If you are wanting to lose weight, step on the scale and keep note of your diet and exercise and compare. If you are wanting to build muscle would you worry so much about your weight? Probably not.

Be careful of chasing false-positives, or perceived positives. If you have 10,000 fans on Facebook, yet none of them are buying your product, does it really matter how many fans you have?

Don’t Overdo It
The first hints of success are sweet. They provide much needed encouragement and help us to keep moving down the path towards our goal. However, it is important to remember that it is a process, not an event, that will lead you to long-term success.

Going to the digital well too often, can stagnate a campaign, boring both yourself and your audience. Much the same with fitness, overtraining can cause setbacks and frustration.

While you may think that doing more is always better, it is the quality that matters.

Push Your Limits
If you continue to do the same things, you will continue to realize the same results.

Pushing your limits helps you grow, expand and improve.  Stepping outside your comfort zone can create unique opportunities and help you achieve successes that you might not have dreamed possible. Take calculated risks and lead.

What do you think?