5 Reasons Marketing Strategies Tank and How To Improve
Sometimes what we expect to succeed takes a flying leap and instead plummets to the earth like a ton of bricks. Despite all the time and effort, your last marketing plan for your business or brand absolutely tanked. What went wrong? You had all those meetings! Hundreds of emails exchanged and cc’d! Success should have been in the bag, right?
Not necessarily; your plan may have been missing some key parts. Here are five reasons marketing strategies fall flat and how you can improve your chances of success next time.What goals are important to you? Why are you in business? What do you offer your clients? #marketing Click To Tweet
No focused direction or defined goals.
Make sure your strategy is focused on your defined business goals. If you don’t have defined business goals, there’s you issue! What goals are important to you? Why are you in business? What do you offer your clients? What would you consider measurable success? Some example targets for success include higher web traffic, higher open-click through rates on newsletters or email blasts, higher views on content, improved conversion rates, shares on social media… the list goes on.
Use these goals to determine what matters for you and what is realistic for your business moving forward. It also a good idea to complete a SMART goals exercise, like the graphic on the left. This exercise forces you to consider your business goals through certain parameters designed to maximize your goals and achieve them.
No clear audience.
Here’s a quick thought exercise. Who do you think is Hollister’s target market? What about Old Spice or Mountain Dew: Code Red? If you easily answered Cali teenagers, college guys, and gamers, you’re absolutely right! These brands have determined their target market and solidly aimed their promotions and marketing towards these niche groups.
If your last marketing strategy tanked, odds are you were missing this key ingredient. You can’t play to everyone so carefully review your business goals, products, and services to determine who you should be marketing to.You can't play to everyone so review your business goals, products, & services to determine who you should be #marketing to. Click To Tweet
Your brand doesn’t have a clear voice.
Are you the edgy brand that swears like a sailor because you’re just so relatable to millennials? Or are you distinguished, subtle, and educational with a dash of goodnatured smarm for Gen X? This is important to establish because it’s the quickest way to push away your clients or customers away. Suddenly and inconsistently swapping tone in a brand can come across as disingenuous and chaotic. Who are you trying to talk to?
Bottom line: figure out your voice (and thus your verbiage and tone) before pushing outreach.Suddenly and inconsistently swapping tone in a brand can come across as disingenuous and chaotic. Who are you trying to talk to? Click To Tweet
You’re not creating enough content.
You can’t just sit around on the internet and expect clients to find you. If your website publishes a blog once a month, do you really expect to be gaining traction? The age of information has surpassed the 24-hour news cycle and as a result, your content has about 2 seconds to grab viewers’ attention before they turn to the next cat video.
You need to be churning out your experience into education and entertainment for your viewers on a scheduled, timely and organized fashion or risk being lost in the ether of the internet. This means you need to be making fresh content consistently and frequently.Churn out your experience into education and entertainment for your viewers on a scheduled, timely and organized fashion or risk being lost in the ether of the internet #marketing Click To Tweet
Your last plan didn’t have a schedule or proper stage for content.
There is a constant influx of available channels for internet users. Do you need a Facebook page or a Twitter feed? An active LinkedIn article archive or a Tumblr? Given the incredible amount of social media channels available to join, you have to decide on which channel will best serve your need. You can’t throw a post out here and there expecting one of them to go viral without a little strategy. Decide which channels fit your needs and (this is the important part) keep them active.
Between posting your website, Facebook, Twitter, LinkedIn and other channels, it can seem overwhelming at first. Just don’t spread yourself too thin; it’s always better to build a few solid profiles rather then spread yourself and your content too far.Decide which social media channels fit your needs and (this is the important part) keep them ACTIVE. #marketing Click To Tweet
It’s a bummer when things don’t turn out as planned; if your last marketing plan tanked, we’re here to help. Click here to schedule a complimentary discovery call and we’ll find out how perfect we are for each other.