Marketing is expensive, right? Between that newspaper ad you put out, those flyers you had printed and the website you had built, the cost of getting your business out there has been pretty high!
Trouble is, you’ve done all that and you’re still not seeing the results you hoped for. But what exactly were the results you hoped for? How clear and realistic were you when you set out with these activities, and what was your testing process?
Marketing without measuring is like building a house without cement. You can put all the bricks up and make everything look nice but in the end everything will come tumbling down. Oh, and the whole process will have cost you double what you thought it would.
For any marketing campaign to be successful, you need to know two things from the outset…
No. 1 How do you want to measure success?
Number 1 is what specific return are you looking for. We’re not talking about a monetary amount either, because that is not the sole representative of success.
For example, if the aim of a marketing campaign is to enter a new market, then the number of people in that market who are aware of you should be the thing you measure.
If your campaign is focused around building your contacts, then the key measurement is how many people subscribe to your mailing list.
Having these figures in mind before you start a marketing campaign will make the result a lot clearer and help you identify where you have had significant success.
No. 2 Be patient, be specific
The second thing to know is that if your campaign does not get the result you expected, it doesn’t mean that that tactic doesn’t work for your business full stop.
We hear a lot of businesses say that “social media doesn’t work for us” or “Google advertising was a waste of time and money” or “no-one responded to the flyers we sent so we won’t bother doing that again”.
But the problem is not that social media doesn’t work. It’s that that particular content posted at that particular time to that particular audience didn’t resonate or generate engagement.
Set targets, review and improve
Try A/B testing different messages and content to see what generates a result. If a campaign hasn’t worked in the past, analyse why it didn’t and develop a new one.
It might be down to a mismatch of message and audience, it could be that you didn’t communicate your value proposition well enough, it could be that your call to action wasn’t strong enough.
Discounting a whole marketing channel off the back of one underperforming campaign could mean turning down a whole world of opportunity for your business.
At Growth By Design our approach is built on these principles. We’ll work with you to set targets and assess performance, and then we’ll suggest ideas to improve upon them.
To see how we can help you create successful marketing campaigns for your business, contact us now.