When you ask any business owner what they want from their marketing campaigns, their answer can be generalized with this simple statement: “I want it to be a success, of course!” Success means profits. Ask marketers the same thing, they’d say they want to see great results. Success means engagement. Success means high ROI. But what they want and what they get isn’t always the same. Marketing plans that take months in the planning can result in mediocre results. Expectations get dashed. What accounts for the discrepancy between their campaigns and the result these get?
For the most part, it’s the lack of specific action taken to increase the odds of success in their favor.
In business as in life, if you want good things to happen for you, you need to make it so it’s more and more likely that the good things will happen. If business owners want to succeed, they needs to work primarily to ensure that their products or services answers their customer’s needs thoroughly, and that they have a good relationship with their customers. For a marketer to be successful, they have take the action the work requires to make sure their campaign’s well-crafted message gets to their target audience at the right time and in the right way to get the most positive results.
Marketers and entrepreneurs can make a lot of mistakes in planning and executing their marketing campaigns. What follows are a few of the most common — can you see yourself doing them?
One: Not doing any split-testing
Marketing is about getting positive responses, and getting those means sending messages and then tracking the data that comes in, whether it’s click-throughs and open rates, or any increase in the volume of sign ups or actual purchases. Before that , however, marketers need to initiate the interaction, and this is where things can stall. How do you know you’ve got the best message? You test it.
“What works better, this banner with this particular content, or that one with different wording?” Test both and see what happens.
Sticking to just one version won’t tell you anything helpful afterwards to help you craft a better message. If it flops, you won’t get the chance to see why it didn’t work and how you can improve your campaigns moving forward. If it does work, you won’t be able to narrow down the important element that made it work — which would be very helpful in replicating the success.
Related article: How Split-testing Helps Your Marketing Campaigns
Two: Letting personal bias take the lead
When people brainstorm, they come up with ideas and scenarios that appeal to them. Based on their personal experience and judgement, their best ideas ‘makes sense’ to them, whether or not these ideas are actually based on verified data or in quantifiable relationships to the target audience in question. The best marketing removes the marketers from the picture and make it all about the customer, and how the product answers their needs and wants, not what the marketer thinks they need and want.
Three: Carving plans in stone.
Successful marketing campaigns build on one another, taking the elements that drove success and testing their combinations in different ways to test what works and what doesn’t. Designing a marketing campaign is putting plans into motion, and as with all plans, some bits and pieces will not work out. Discarding those bits and pieces will free up more resources to put into play towards the real goals.
Refusing to adjust, however, can make for problems. Assuming the map is the actual territory can lead you astray. Tweaking elements of a campaign helps marketers be more agile in their response, which is a plus in any situation, and lets them gather information quickly to make the best next decision. Refusing to adjust is basically refusing to learn.
Four: Not using email capture strategically.
Your website is your business on the internet. Every page on your website must serve a purpose. Your home page can help drive customers to sign up for newsletters — which grows your mailing list. Your landing page drives sales– and even if people choose not to take the next step of clicking on the “Buy now!” or “Purchase” buttons, you can still get the chance to make a connection with the prospect.
If you put an email offer pop-up to show when the non-buyer tries to click away or close your landing page, you can put a free offer, and ask if the prospect is willing to get products updates on future sales. You can make the offer along the lines of “We understand that you don’t want to buy anything right now, but would you like to be informed the next time we offer something similar ?” under which you present your email capture field.
With this strategy, you can initiate a relationship with your prospects by preparing a short series of follow-up emails communicating the benefits of your product, and answering any misgivings or worries the prospect has about buying the product. This kind of follow-through increases the odds of creating new customers from visitors.
These are just four examples of the many ways marketers can get in their own way in their pursuit of successful results and profiting from their marketing campaigns. You may have remembered more from your own performance, but the best way to address these issues is to practice keeping an open mind.
Keep exploring new way to connect and capture leads. Get to know your market and check your assumptions about them by testing your campaign material. Remember, it’s about them, not about you. With these thoughts in mind, you can teach yourself to take the actions that count towards making your marketing campaigns successful and profitable.
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