“Don’t move a couch with a semi”.

I heard that phrase many years ago and it totally stuck. In today’s digital marketing technology space, this phrase pops in to my head more than not as I watch people using software they haven’t really figured out, paying for more software they probably don’t need and clamoring from hot new thing to the next hot new thing.

Take a minute and dig in.

If you use a CRM like Salesforce or SugarCRM, how well do you or someone in your organization really know the tool? The courses that are usually offered get you into the main functions, but how can you really dig in to maximize the power that you are paying for?

If you send a newsletter through MailChimp or Constant Contact, have you explored some of the other powerful tools they have like A/B Split Testing or even dynamic content?

If you manage your website with WordPress or Joomla as a content management system, are there plugins or add-ons that can give you more value with SEO or with lead generation?

If you spend money each month on PPC (Adwords) or other, have you really dug into the tool to gather all the insight that you can? Even if you out-source the work, do you understand what is going on?

To me, you are able to make better digital marketing decisions if you look through the lens of your software. Many people have only tapped in to about 10% of what they are paying for. Today’s software is so very powerful if we will just take a little time each day to explore and test out.

For all your marketing dollars and time, you can’t find anything that will give you more actual and actionable data than in the digital marketing space. Use that data. Use your software. Dig in!

Photo credit: bigtallguy

With over a decade of experience, I have managed online marketing for a wide range of industries including biotech, high-tech, financial, higher education, non-profit, manufacturing, hardware providers, and startups. My specialty is helping business make the right turn with their online efforts focusing on lead generation and analytics.

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