Business

Why Your Digital Strategy Keeps Falling Short — and What the C-Suite Needs to Do About It

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Published 10/12/2026 1:00:00 PM

Why Digital Growth Stalls Without Executive Buy-In

Opinions expressed by Entrepreneur contributors are their own.

Key Takeaways

SEO and branding can generate trust and leads, but growth stalls when sales and other departments don’t deliver a consistent, high-quality customer experience.
Marketers must focus on securing the leadership backing they need to break down departmental walls and shift the mindset of their colleagues across the entire organization.
Executives must champion the true definition of revenue-driven growth across the entire company, align the digital promise with human reality and ditch surface-level metrics for shared goals.

I live simultaneously in two different business worlds. By day, I am the owner scaling my family-owned business, ÉLITER Packaging Machinery, through hands-on digital marketing and SEO. At the same time, I sit on the other side of the table as the Head of Digital Marketing for ActionPower — a publicly listed Chinese power electronics company.

Operating as both a business owner and a corporate executive gives me a rare, cross-disciplinary lens on what it truly takes to drive international growth in the industrial sector. I get to see the whole board. And from this unique point, I have spotted the exact bottleneck that stops branding and SEO efforts dead in their tracks before they ever convert into real revenue.

Driving digital growth isn’t a marketing problem; it’s a cultural one. This is the real hard truth. If you are maxing out your budget on SEO and branding but still falling short of your growth targets and expectations, your tactics are not to blame. The real bottlenecks are people and your company-wide mindset.

The digital funnel wins the click. The business funnel wins the deal.

When growing a brand for the international market, a fragmented internal culture will cost you. People across different departments rarely share the same unwavering commitment to customer success.

You can do everything right online — earning a prospect’s trust through in-depth technical copywriting and compelling brand stories. But the moment those hard-earned digital leads are handed off to your sales team, the entire process can fall flat.

Why? Because your sales personnel are the actual frontline of your business funnel. If the human experience they deliver fails to align with the premium brand image you painstakingly built digitally, the consistency shatters. The customer feels a disconnect, trust evaporates, and the deal dies.

Often, the disconnect reveals itself in something as simple as the very first email exchange. If the initial response fails to address the customer’s technical questions with authority, or if it creates unnecessary friction due to poor communication skills, your digital efforts are eventually in vain.

The alignments start at the top — executive buy-in is non-negotiable

The critical role of SEO and digital marketing is frequently overlooked by traditional manufacturing executives — leaders whose mindsets are lagging dangerously behind the realities of international growth.

Such an outdated mindset often manifests as an obsession with surface-level metrics. Executives demand higher keyword rankings and massive web traffic, mistakenly believing these equal business success.

There can be a toxic, KPI-led culture where marketers follow after clicks instead of actual business growth. When you optimize exclusively for traffic rather than customer success, your digital assets fail to accurately represent the true value of your product portfolio — leaving your real buyers completely disconnected. Efforts from digital marketing eventually generate few or no conversions at all.

As a business owner with hands-on marketing investments, I know firsthand that the queries driving actual growth often lack traditional search volume signals. Real buyers do not come to the digital world just to type a specific string of keywords. Instead, they arrive with genuine, complex questions that require professional solutions.

Marketers who actually care about real revenue know that their first job is educating their management. Securing executive buy-in is not just about getting budget approval for digital campaigns. It is about acquiring the leadership backing you need to break down departmental walls and shift the mindset of your colleagues across the entire organization.

The executive playbook: Lead digital growth from the top

Whether you are a founder running your own marketing or a hired executive leading international growth, true success requires a shift in focus. Here is your mandate:

Step out of your silo first: Before you roll up your sleeves and execute a campaign, step back. Your primary job is internal — championing the true definition of revenue-driven growth across the entire company.
Align the digital promise with human reality: Educate your peers and instill a relentless mindset of customer success. The premium brand trust you build online must be seamlessly matched by your sales team the moment a prospect enters the actual business funnel.
Ditch surface-level metrics for shared goals: If marketing is rewarded purely for clicks while sales is evaluated on closed deals, your departments will always remain divided. You must unify their metrics. Tie digital marketing KPIs directly to qualified leads and real revenue, forcing both teams to collaborate toward the exact same finish line.

Ultimately, digital marketing is not a magic tool that can fix a fragmented internal culture. It is simply an amplifier.

When your executive mindset and cross-departmental workflows are aligned, it amplifies your success and revenue. But if you are operating in silos, it will only amplify your disconnect and waste your efforts. The true secret to industrial digital growth does not lie in the marketing effort itself; it lies in your people.

Key Takeaways

SEO and branding can generate trust and leads, but growth stalls when sales and other departments don’t deliver a consistent, high-quality customer experience.
Marketers must focus on securing the leadership backing they need to break down departmental walls and shift the mindset of their colleagues across the entire organization.
Executives must champion the true definition of revenue-driven growth across the entire company, align the digital promise with human reality and ditch surface-level metrics for shared goals.

Opinions expressed by Entrepreneur contributors are their own.

Growing a social media-based business takes the same amount of effort as it does for any other business. People who think it’s easy just haven’t yet had the experience. Digital Marketing will help you with your growth. When small businesses start, their focus is usually on the way to get their first group of consumers through the door. They may believe in traditional avenues of advertising, like print ads and coupon mailers or perhaps large signs on the side of the road. Or, they may trust that since they know they provide an honest product or service, it’s only a matter of time until customers will find their way to them. Initially, online marketing was just a moderate replacement and different avenue to market. Within the past few years, the importance of digital marketing has not only increased thousand-fold but become paramount to any growth strategy.

2020 saw brands and marketers stumbling to survive the unpredictable events that unfolded. Digital marketing has become a boon for companies despite these uncertain times. While the digital age had already started changing lives across industries and various verticals, this last year mainly saw digital marketing grow exponentially.

For businesses that were forced to close their stores and operations, digital marketing was the go-to alternative to stay on top of their customers’ minds. The COVID-19 pandemic has changed the world in ways no one could have predicted. Human mobility is limited, cities are locked down, businesses are forced to temporarily or permanently close, and people are asked strictly to observe social distancing. With physical stores closed, businesses are boosting their digital marketing efforts to continue servicing customers and building new relationships.

Predicting trends is difficult under normal circumstances, but 2021 could present even greater challenges for those in the marketing space. Note that 2021 isn’t the long run. It’s a medium run at best, which will surely still be suffering from the pandemic. Outside the influence of the coronavirus, there are still many other year-long trends that will emerge and may affect the digital marketing landscape, leading to what promises to be a very interesting year.

Below are some trends to watch out for in 2021

Mobile app options

We’re living in a world where social distancing makes it more common than ever for consumers to take advantage of quality mobile apps to shop, purchase and interact with a business. Mobile app usage increased by 20% in 2020 and is expected to increase even more in the coming year.

Through apps, businesses can lower costs by more accurately predicting sales from advanced orders while providing a seamless experience, leading to repeat business. Users often purchase a wider range of products, especially when apps include loyalty rewards, product information, and push notifications when a user is physically nearby.

Search Engine Optimization

Search engine optimization (SEO) is usually a moving target because search algorithms are constantly evolving. The regular flux certainly won’t change in 2021, but we’ve noticed certain trends that promise to be more substantial than just “flash in the pan” changes.

The Power of Voice Search

Voice search is currently not a part of Google’s algorithm; however, it is still dictating current search results. Voice search queries often yield different results than if the user had typed in a text-based search. For SEO, businesses need to update with voice search components for consumers who are adapting and switching over to the medium.

According to experts in voice search, content must be specifically optimized for voice; more direct and conversational so that it will accurately sync with search queries, helping boost traffic by staying relevant and more visible to consumers.

Using Video Advertising

App developers are now updating their features to create customer loyalty and reduce the shift between various applications, for example Instagram reels and LinkedIn storiesApp companies promote such features on their own to urge user engagement, further establishing them as a proper option for marketers to showcase their product/service. Aside from being informative and interesting, video ads also convey large chunks of data in a short time. Video advertising helps in explaining merchandise or a service with more clarity and information than other ad formats, leaving the format with greater recall value.

Featured snippets & no-click searches

For many years, the goal of SEO has been to get your listing in the “position number one” spot of search results. Now, going into 2021, the end-goal is continuing to shift to more SEO visibility in “position zero.” The featured snippet works differently than other search results entries—for one thing, it’s separated by a small box and located at the top. It also displays additional, relevant information with the attempt at answering the user’s question without them needing to click on it, prompting the nickname “no-click search.” Moreover, featured snippets are sometimes read aloud with Google Assistant voice searches.

Higher investment in YouTube advertising

In 2021, combine the power of video and YouTube’s massive reach to advertise your brand and products. YouTube remains the top social video network in the world.

What does YouTube advertising have to offer? Depending on your audience and budget, you’ll choose between a variety of ad types: TrueView ads, non-skippable instream ads, bumper instream ads, sponsored card ads, overlay ads, and display ads. Large and small businesses are using YouTube to increase brand awareness, influence customers’ buying decisions, and improve brand reputation.

No digital marketing strategy is set in stone. As you proceed into 2021, take the time to understand the new trends so that you can shift your strategy into a direction that aligns with the trajectory of the larger consumer marketplace. Whether it’s live video, programmatic advertising, voice search, interactive content, or shifts in influencer marketing, there’s ample opportunity for growth and expansion.

Effective product pages help online shoppers decide whether an item fits their needs and what buying it involves. A beautiful photograph gets attention. Product details such as dimensions, available sizes, delivery details, and a clear price help turn that attention into a purchase.

Even established retailers miss these basics. In its benchmark of leading U.S. and European retailers, updated in March 2026, Baymard Institute rated 52% of desktop sites and 62% of mobile sites “mediocre or worse” for product-page usability¹.

Product-page changes can affect revenue, too. In a 27-day test for Life Pro Fitness, agency Media Contour made product images, key details, and buying buttons visible without needing to scroll. Testing vendor Wingify reported that the revised page generated $0.67 more revenue per visitor than the original².

If you are building a new store, follow the five tips below as you create your product pages. Have those pages ready before running ads that send shoppers to them.

If you already have an online store, choose one product page to improve. Reference these steps to check whether it answers shoppers’ questions and lets them add the right item to their cart.

1. Answer shoppers’ questions in the product description

Identify the main question a shopper needs answered before buying. Look for questions customers ask repeatedly or misunderstandings behind returns. For a new product, start with fit, compatibility, or what is included. Confirm the answer against your product specifications, then put it near the start of the description.

For example, consider a pet-supply retailer selling a dog harness. Someone choosing their first harness needs measurements and adjustment details to judge the fit. Someone replacing a harness they already own needs to recognize the same model and size. The page should make both tasks straightforward.

Also, use consistent labels and units across similar products to make comparisons easier. Include limitations, such as incompatible models or items sold separately, so shoppers can rule out an unsuitable purchase.

In e-commerce platform BigCommerce, for instance, online sellers can use the product description and custom fields—additional facts such as material or compatibility—to present these details. Preview the product page to check that shoppers can find the information they need.

Then, use those same facts to help shoppers recognize the item in search results. In BigCommerce’s page title field, use the product name and a relevant detail, such as its model or material. Avoid repeating keywords or giving every product the same title.

2. Give every product image a question to answer

Plan your gallery around what someone needs to inspect. Show the whole product, a useful detail, and the product in use. For example, a lighting retailer could photograph a lamp beside a chair to show its scale and how it lights a reading space. A close-up of the switch shows how someone would operate it. Together, these images help shoppers picture using the lamp at home. Keep written dimensions available as well.

The same Baymard overview describes how shoppers use images to judge size and can struggle when photographs lack a familiar reference.

If you sell a bundle, make clear which pictured items are included. For products that need assembly or demonstration, you might even consider creating a short video. Add alt text: a short description of the useful information in an image. Screen-reader software can read that description aloud or present it in braille. Keep essential instructions available as text as well.

BigCommerce supports product images, images for variants such as different colors, and YouTube-hosted product videos. Check that your gallery presents the right item as shoppers change their selection.

3. Make choices, prices, and recurring charges clear

Keep size, color, quantity, and purchase options close to the buying button. Label them plainly, show the current selection, and make unavailable choices recognizable. If the size options fit on the screen, show them as labeled buttons, such as S, M, and L. This lets shoppers see which sizes are available without opening a menu, as the Baymard overview explains.

Place helpful links beside the choice it explains. For the dog harness, for example, consider putting a measurement guide beside the size selector so shoppers can check the fit before choosing. Keep it visible or provide a clearly labeled link that works by touch and keyboard.

In BigCommerce, online sellers can configure choices such as size and color through product variants and options. Then check that the displayed price and availability match the shopper’s selection. For multipacks, show both the pack total and the unit price. Make the full pack price easy to find so shoppers know what they will be charged.

If you offer subscriptions, let shoppers explicitly choose between a one-time purchase and a recurring order. Put the recurring charge, delivery frequency, and change or cancellation terms beside that choice so shoppers can compare the commitments before selecting. Confirm that these terms match how your subscription service works. Select a subscription yourself and verify that checkout shows the plan, price, and frequency you chose.

4. Make sure delivery, returns, and reviews are easy to find

A shopper who needs an item by a particular date wants to know whether it will arrive in time. Show a delivery estimate for their destination. Put a short explanation of shipping and returns near add to cart, with links to the full policies.

Show shipping fees or explain how they will be calculated. Clearly describe return windows, fees, and exclusions that matter for the item. If pickup is offered, distinguish stock at the selected location from stock elsewhere. Avoid presenting an estimate as a confirmed promise.

Also consider making reassurances that are specific to the purchase. Using the dog harness as an example again, you’d want to explain whether a shopper can exchange it if the fit is wrong and which conditions apply. That answers the practical concerns that a badge saying “Shop with Confidence” leaves unresolved. Use only promises your business can honor.

Customer reviews provide another way to assess the product. Show the review rating, text, reviewer’s display name, and date on the relevant product page. If reviews come from another service, name that service. These details help shoppers understand whose experience they are reading and how recent it is.

5. Test the path from product page to cart

Shoppers need to know that the page has registered their choices and whether adding an item succeeded. Open your chosen product page on your phone. If a required option starts unselected, try adding the item before choosing it. The page should tell you what to select or explain why “Add to cart” is unavailable.

If the product has options, choose them, then change one selection. Check that the price, availability, and any option-specific images match. Add the item. While the request is processing, the page should make that clear. Once it succeeds, a confirmation or the cart itself should show what was added. If an error occurs, it should explain how to continue without losing other selections.

From there, make sure to check the item’s quantity, options, and price in the cart. If you chose a size or color, return to the product page and check whether it still shows that selection. These checks help catch a wrong selection or an uncertain result before a shopper encounters it.

Shoppers who cannot use a mouse need to select options and add products using a keyboard. To check that they can, repeat the steps above on a computer without the mouse. Use Tab to move forward between controls and Shift+Tab to move back. A visible outline or other marker should show which control you are about to use. Press Enter to activate links and Enter or Space for buttons. In a drop-down list, such as a size selector, use the arrow keys to move through the options.

Shoppers who need larger text must still be able to read product details and reach Add to cart. Use the browser’s Zoom control to enlarge the page to 200% and try the same steps again. Check for overlapping text or controls that disappear. Across all these checks, record anything that prevents choosing the product, adding it, or correcting a mistake.

Keep improving one page at a time

Clear facts and images help shoppers judge the product; clear choices, terms, and working controls help them act on that decision. Choose one issue from your review to fix first. Give priority to a problem that prevents adding the correct item to the cart. If shoppers can add the correct item, address an unanswered question that could lead someone to buy the wrong product.

Record what you changed and when. If you have sales reports, compare purchases and revenue for the product over equal periods before and after the change. Note any promotions or changes in visitor numbers that could also explain the results. Customer questions, order corrections, and return reasons can help you check whether the same misunderstanding persists.

For more examples, explore BigCommerce’s product-page guide, then apply the same review to the next product page.

¹^{Product Page UX 2026: 10 Pitfalls and Best Practices}^{(Baymard Institute)
2}^{Media Contour uses split URL testing to improve the revenue from product pages}^(Wingify)