How Healthy Is Your Marketing Strategy?

Posted on 01/14/2015.

You’re working overtime, churning out marketing materials for various channels and producing tons of content…but something’s not working. You’re not bringing in the leads you expected or need, and you’re having trouble justifying your marketing budget in the face of these poor results.

What’s going wrong?

There are many reasons why your marketing strategy might not work. Any of them could sabotage your results; get two or more of these fundamentals wrong and you could just be tossing money at a sinking ship.

Here are a few of the mistakes you could be making in your marketing — and how to fix them:

  1. No Strategy at All

Sure, you may have chosen a mix of channels and tailored your message to each one…but there’s more to developing a working marketing strategy.

Have you identified your ideal audience — the people who need what you’re offering and will be receptive to your message? Have you set realistic goals for your campaign? Do you know how you’ll measure your results and progress? What’s your unique selling proposition?

Answering these questions (and more) will help you steer your marketing in the right direction. At a bare minimum, you need to learn everything you can about your ideal customers, get your message in front of them (by finding out where they’re likely to see it and be receptive to it), and put some plan in place for measuring progress and ROI.

  1. Change the Channel

Pop quiz: Are your customers using social media? Do the majority of them own smartphones and use them regularly to surf the web? Do they prefer to interact with their favorite brands online, in person, or some other way?

Many marketers focus on publishing great content…but then don’t effectively track which channels that content is working best on. You could come up with the most brilliant 140-character posts…but if the majority of your customers are on Facebook instead of Twitter, you’re wasting effort.

And while we’re on the subject of channels: Don’t forget direct mail. Often overlooked in this increasingly digital age, direct mail can provide you a much less cluttered space in which to get your message in front of customers. Pair it with digital elements (such as variable data to produce personalized URLs and landing pages), and you could boost its effectiveness even more.

  1. No Measurement

We touched on this in the first point, but it’s important enough to get its own discussion: Measuring is crucial to an effective marketing strategy.

Properly tracking your marketing efforts can give you all the tools you need to direct future efforts. You can learn which channels are bringing you the best results, which are bringing you the most leads, and which channels land you the best ROI for your efforts.

By tracking all of these numbers, you can drop channels that aren’t working for you, tailor your messages to improve results on the channels that are working, and justify your budget by showing concrete proof of your ROI.

These are a few of the mistakes that can hurt your marketing strategy. Fixing them now can bring you a much more successful — and lucrative — year.