Marketing costs money. When your marketing campaign is not getting the results you want, it’s smart to stop to figure out why so you can make corrections, or even pull the plug and start over.
The best way to know if a marketing campaign is falling flat is to first have an idea of what success looks like. A good marketing plan needs to include your objective and how you will know if you’re reaching it. What metrics are you gathering?
To do: track everything
What social media channels are getting the most engagement? What website pages are getting the most traffic? What are your bounce rates? How many visitors to your site are new or returning? What is your cost per visitor? Your revenue per visitor? Which calls to action are delivering conversions and how much is each conversion costing?
For a comprehensive glossary of Google Analytics terms, check out our earlier article on definitions of website analytics terminology.
When building a website or an inbound marketing campaign, you or the partner you work with, should always build in ways to track these and other key performance indicators (KPIs). This will provide you with real-time insights into performance and make it easier to make adjustments, ensuring your business gets the most out of its marketing budget. Make sure you’re getting the information you need. If you’re not, give us a call.
“The best way to know if a marketing campaign is falling flat is to first have an idea of what success looks like. A good marketing plan needs to include your objective and how you will know if you’re reaching it.”
Revisit your marketing plan
Many times, the reason for a marketing campaign’s lack of performance can be traced back to the plan itself. Revisit it to minimize costly mistakes. Specifically, look at these elements:
Are you targeting the right market?
Are your customer personas backed up with data from your market research? You need to know your ideal customers inside out: their challenges, behavior patterns, goals, motivations, pain points, when and where they buy. Oh, and of course demographics.
Read our earlier article on identifying your ideal customer.
Is your message spot on?
Does it fit your market and your offering? If you’re not sure, additional research will help. Survey your best customers and do some A/B testing to hone in on what engages them and how to highlight the benefits you provide.
Are you using the right channel(s) to reach your market?
For instance, text messages might be great for offering special deals on salon services, but not so much for reaching people who are shopping for long-term care insurance. Knowing your ideal customer plays out big time here.
To do: tie up the loose ends
Make sure you have a well-thought-out, well-researched marketing plan that covers all the essential factors. We often find our clients benefit from some consultation on creating a plan or modifying an existing one.
Have you used professional talent appropriately?
Every bit of your marketing content needs to be intentionally crafted to lead your customers through each step of their journey to your destination: a sale. If it’s not, your customers will lose interest and lose their way. Worse yet, sloppy content will discredit you because it will make you look less than professional or unreliable. Consider professional creative talent an investment in the success of your brand.
To do: hire
good excellent help
Hire a talented content writer, graphic designer, and web designer. We consider it an essential part of our services to clients to leverage talented partners whose work we already trust, so our clients don’t have to develop these creative resources on their own.
Four steps of the customer journey: the AIDA model
Marketers and advertisers have been using the AIDA model for over a century. It’s tried and true and still applicable in the digital age. We recommend using it as a framework for your marketing content.
A = Attention. Raise awareness of your brand. Engage potential customers with content that matches their interests and addresses their challenges.
I = Interest. Give them more valuable information about your mission and the benefits you offer. Provide testimonials, case studies, and how-tos.
D= Desire. Help them to envision a future with you and give them ways to begin to engage deeper with you, such as following you on social media or downloading a special offer.
A = Action. This is the conversion. Provide a clear call to action: Invite them to request a demo, free trial, or call today for your complementary 30-min. initial consultation.
Your marketing plan should include creating customizable content for each type of message and a plan for when to use it as your prospects travel along the AIDA journey.
Is your marketing campaign performing like you want it to?
What would it look like if it were? Let’s talk it through. Contact us at 720-722-2987 or click the blue button below to request a meeting with our team.
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