Digital Marketing is one of the lowest cost ways to get your company ROI. What happens if you don't do it right? Not much. The following companies are case studies on how not to market your business online or manage or even grow your digital assets.



Hogan
https://www.facebook.com/Hogan-Truck-Leasing-Rental-133597896705868/
Thier facebook page is a ghost town not because of the content but because the page is not being promoted appropriately.
www.hogan1.com is the website for a major national brand yet this small independent blog has a better global rank and a similar national one?
 Negative comments on social media without any positive testimonials to diffuse them or an apologetic reply from the social media team are other negatives toward their brand.


Agilis Systems
They are very similar to my former client GoByTruck.
However, one has a Linkedin Influencer for their CEO guess who that is?
Hint not Agilis.
Again my blog is ranked higher.





AFB International
My blog is ranked higher in Alexa once again.
https://www.facebook.com/AFB-International-153507311358034/?fref=ts
Facebook page is a empty shell.


This is only scratching the surface but where can improvements be made?

All three companies need an integrated content sharing, content management and audience engagement strategy. Paid Facebook promotion of the website and Facebook page should be instituted and a brand management strategy should be instituted on all social channels.  Regular sitemap updates are needed and a blog with regularly updated content for each website.

How will this benefit them? Increased brand engagement, brand equity and website traffic will lead to a noticeable increase in revenue, sales and strategic opportunities.

For their senior leadership and Linkedin page a content and marketing strategy are also needed.
With these and a few more changes you can make digital marketing a vital part of your marketing mix again.

By now you have heard of the news story about the dentist from River Bluff Dental killing Cecil the lion. What you may not realize is this blatant lack of ethics and regard for an animals life has cast a negative shadow on their brand and business. Once you damage your brand equity it is a long hard road to repair it. Cecil the lion has been both an important part of scientific research and a beloved member of the social media community. Would you boycott or visit a business when the person running it has questionable ethics? Let me know in the comments below.