3 Things to Try Before You Ditch Your Marketing Campaign
We can help you decide if it is the right time to call it out with your old digital marketing campaign.
As another January rolls around, you can bet that a lot of business owners will be brimming with hope, ready to roll out a new online marketing plan that will take their company to the next level. Some will be counting on search engine optimization or content marketing, while others will focus on things like marketing automation or social media. One thing they’ll all have in common, however, is the feeling that they’ve put a lot of time and effort into developing a strong strategy. All that’s left to do now is put it into action.
And sometimes, that’s just where the trouble starts.
Strange and unfortunate as it is, many of the best-looking marketing campaigns get off to a slow start… or simply fall flat altogether. Since this is never something that’s expected – and is often preceded by lots of meetings being held and more than a few checks written – it can throw even the steadiest business owner or executive off-balance. When that happens, the big question to be answered is, “What now?”
In some cases, the best thing to do is stop wasting time and money on a losing strategy and go back to the drawing board. Often, though, this impulse turns out to be a little hasty; sometimes the campaign can be improved, or even become wildly successful, with just a few minor tweaks.
With that in mind, here are three things to try before you ditch a failing ad and marketing campaign:
1. Talk To A Good Customer About Their Marketing Preferences
No one, not even you, knows your business in the same way that your best customers do. That’s because they aren’t just familiar with your products, but also what it’s like to work with your team from the outside, as well as what sorts of offers your competitors are making.
If you have a handful you can trust, talk to them about your new marketing campaign and see what their impressions are. It could be that there’s something in your message that’s unclear, or some red flag that you are unintentionally raising that’s turning business away.
Whether it turns out that the problem is a minor issue or a major stumbling block, at least you’ll have the ammunition you need to move forward. Remember, your buyers have a different perspective on your business and the industry than you do, so don’t be afraid to lean on what they know to help fix your marketing campaign.
2. Look At All The Numbers in Your Past Marketing Campaigns
Presumably, your marketing campaign is failing because it isn’t generating enough new leads or sales. That’s important, but you also want to know where in the process things are breaking down. Is it that buyers aren’t responding at all, or that they are failing to move on beyond a certain point, like a web registration page or a sit-down meeting?
This distinction is critical, because you may find that your campaign, as a whole, is doing a great job of capturing customer attention. If that’s the case, then adjusting one particular element – such as a landing page or white paper – could be all that’s missing. It’s a virtual certainty that tweaking one piece and making it work will be faster, less expensive, and more effective than starting over from scratch.
3. Set a New Timeline to Revisit the Problem
After you’ve tried to figure out where the problem with your marketing campaign might lie and tried some solutions, it’s time to put things to a new schedule. That is, give the campaign a certain amount of room on the calendar to succeed, and then return and go through this process again.
In some cases, it may take several passes to find a winner. This isn’t that unusual, and it’s something that smart marketers do even with successful marketing campaigns, continually revising them until they’re as efficient as possible. On the other hand, it may turn out that the philosophy you started with was flawed, or your approach seems to have too many shortcomings. In those cases, it helps to have a set date when you’ll have to decide to cut your losses and begin working on some new ideas.
In the end, it’s important to realize that not every marketing campaign is going to be successful, even the ones that seem to start out with the best ideas. Revising them and learning more about what your customers respond to is just part of the process. No matter where you are in it, however, following these steps to fix an ailing campaign will help you to get the most out of the time and money you’ve already invested.
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