The solutions to winning more in your market can include digital ads, new websites, artificial SEO (search engine optimization), and lots of other one-off tactics. Those solutions might be clever, but they all have one thing in common: they create a long-term cost dependency and never really get down the heart of the matter. They fail to anchor your brand story in the hearts and minds of your target audience for the long-haul.
You heard about something great at a conference, or were approached by a vendor who is selling "magic marketing beans." They offer the single solution for all of your growth needs.
The Promise: The last solution you'll ever need.
The Delivery: Another ad-hoc tactic with a few good results and no dramatic changes.
For a fee you can rent access to someone else's audience. They'll interrupt whatever the individual was actually doing (connecting with friends, reading an article, or watching a video), so you can tell them about yourself.
The Promise: Great visibility and lots of new customers.
The Delivery: New customers trickle in (low conversion rates) and you get an ever-increasing advertising bill you can never stop paying.
The usual offering consists of a fresh website, along with lots of mediocre online content and regular social posting. If all you want to do is be like everyone else, that might be great. But it won't take you to sustained growth or market leadership.
The Promise: Check the boxes of standard online activity.
The Delivery: You become another brand that sails into the sea of sameness, without anchoring your brand in the hearts of your audience or developing a high-performing conversion path.