you need to run it thru the rocker panel below the umbrella holder - not just hidden in the rubber door seal. Using the pic below, you want to feed it below the black tray parallel to the black sheilded cable in the cavity (shown w/ green arrows). I suspect you are just tucking it underneath the weather seal (red arrow)?
Starting in either the front or back, fish the wire thru the rocker panel using a fish tape or just a plain old coat hanger. Use electrical tape to temporarily attached the wires.
Does this answer your question?