Doing Your Footwork: Are There Holes in Your Marketing Campaign?
Generally, when it comes to running a marketing campaign, there are only two questions that need to be answered: what is working, and what isn’t working. To the untrained eye, any result is a good result; after all, if revenue is coming in, why is there a need to re-examine the process?
Unfortunately, failure to properly analyze your campaign as a whole can lead to several glaring holes that revenue, traffic, and potential customers can fall right through, leaving thousands, if not millions, of dollars on the table. In cases like this, a little extra effort can make the difference between staying in the black or going into the red.
Know Your Customer
If you’re having a hard time reaching your ideal customer, it may be time to revisit exactly what you think your ideal customer consists of. Research-based marketing is a relatively new form of advertising that does comprehensive reports on your target demographic, taking into consideration your specific branding message and metrics.
What this will ultimately create in your audience is qualified leads, instead of just simply names and contact information. 1000 qualified leads is better than 10,000 non-qualified leads, as they are more likely to purchase from you, which generates a much higher ROI on your marketing efforts. Having a tailored list for your industry – complete with data, content suggestions, and leads – is an important first step in patching up the gaps in your campaigns.
Trust the Numbers
For some reason, marketing tactics are generally seen as an emotional construct, with people relying more on “gut instinct” than they do hard numbers on a page. But while it is still important to use your intuition, you also have to learn when to trust the numbers and go with what the data tells you.
Most holes in campaigns are created as a result of being blind to competitor attacks and advantages, putting all your data into one platform, or only relying on one strategy to work. In reality, you need to try multiple different things, measure the success of each, and pour resources into the areas that are most effective, while always tweaking the particulars.
Spend Some Money
Unfortunately, the old mantra applies here: in business, you have to spend money to make money. While free trials and beginner programs exist for nearly every type of B2B software on the market, at some point you’re going to have to upgrade your resources, or else you’ll throttle your growth to a steady, stagnant pit of mediocrity.
Higher subscription packages unlock certain features that can take your business to the next level, such as website monitoring, more website capabilities, re-targeting software, and more. While you never want to fall into the trap of throwing money recklessly at an issue, at some point you’ll have to pony up some extra dough if you want to stay competitive with the businesses around you.
Successful marketing campaigns are built on a backbone of paranoia. What that means for you is that you have to constantly be watching your traffic to see what is working and what isn’t. Give more resources to the things that are star players, and work to improve on your weaknesses. And always, always, plug the holes in the bottom of the boat.