Is your marketing campaign reaching its expiration date?
Many of us implement new campaigns with high hopes, only to see poor results right off the bat. It’s important to know that not all marketing efforts will guarantee positive results for your particular product or service. It’s also important to be able to acknowledge defeat when a campaign just isn’t working, and move on.
When launching a new marketing campaign, you should always be on the look-out for positive improvements that can contribute to your overall marketing goal. How do you know when to kill a marketing campaign that just isn’t working? Here are three signs that will guide you in making this decision:
- If your content isn’t resulting in evident business growth in terms of increased turnover, then you’re doing something wrong. Tracking metrics for different offerings from your company will give you some insight into the “why” this might be happening.
- If your overall website traffic improves but engagement doesn’t it indicates that your promotion strategy is working but the content itself needs a revamp as there is clearly no “buy-in” happening.
- If you keep posting content and your blogs are being viewed but your mailing list isn’t growing, then this is a red flag to address why you aren’t managing to convert visitors into potential customers.
Successful marketing is about building strategies that drive growth. This can range from amazing customer service experience or an incredible product. When you run a campaign, you get a temporary boost in your website traffic. However, it’s safe to say that you can expect to go back to where you started once the effects of your campaign have worn off. It’s a rare occurrence to create a campaign that’s truly evergreen and stays relevant forever.
The way to get out of the trap of creating campaigns that do not optimise their full potential is to think about marketing in terms of programme strategies that allow for ongoing optimisation, rather than “campaigns”. It’s better to have timeless content that can be improved over time, rather than efforts that just temporarily target prospects “in the moment”. Marketing in today’s age is all about scale. You can potentially reach billions of customers with very little effort, so you have to be efficient about the message you are trying to communicate with them.
