So far this year has been a year of yeses from me. By that I mean lots of opportunities arising and lots of saying yes to them. This can be no bad thing, right…?
Opportunities can be fantastic, but as we all know, sometimes they work out and sometimes they don’t. There is definitely something to be said for being selective with your “yes”.
For today’s blog post I am thinking about businesses that say yes to a lot of marketing streams and are sending out communications across many platforms. Perhaps updating their website content regularly, email campaigns, vlog, blog, Twitter, Facebook, Instagram, Snapchat, LinkedIn, Google+, press adverts, press releases, leaflets and posters and more…
Maybe you are across multiple platforms and managing a full-on 360 marketing strategy. Perhaps you’ve been told you should be communicating across lots of channels but you are not mastering it or getting the results you would like. Even someone who is well versed in marketing can feel overwhelmed when you have limited time, budget and people power.
Just because others are across all the communication channels doesn’t mean you need to be. If your target audience is women over fifty, in all likelihood your brand won’t need to be on Snapchat, but Facebook and offline targeted DM may well be the best platforms. Consider whether you are spreading yourself too thinly and only gaining mediocre results because of this. It could be time to say no to some marketing.
Some platforms and outputs directly impact on ranking and help massively with your SEO. Particularly Google+ and blogging, so don’t discount them because they take up time. That said, do consider how important SEO ranking is for your business. Not everyone will gain clients through search but for e-commerce businesses for example, these probably should be priorities. Social media goes hand in hand with blogging too but to be effective your social media presence must be active and consistent. More on this another time!
Think about the individual customers’ experience and what the customer will think if they only see one of your outputs i.e. a Tweet, or if they see all (email, social media post, poster, etc.) Ask yourself, are all these communications in all these places necessary? People need to see your brand mentioned various times in different places before they notice it but what if we only focused on the priority channels and poured more time and resource into them?
For example, email campaigns – do you segment your emails, tailoring the content to appeal to the sub groups that are found within your target audience? It takes longer to do this but segmented emails gain an uplift of over 50% vs non segmented emails. Inevitably the content is more engaging and personalised so it resonates with the individual recipient better than generic emails can. Say no to some other marketing streams and focus more attention on this one if email marketing is something that generally works for you.
Are your social media posts targeted and are you looking at analytics to learn from and adapt your outputs accordingly? If you feel LinkedIn is a priority channel for you and your audience are found on this platform, I imagine you are already sharing your business’ posts to relevant groups. But are you testing what groups gain a better response than others and the time of day that users seem most active?
What about direct mail leaflets? If you have identified this as a priority channel have you tested different versions of the leaflet? Try out different creative routes and wording. This is called A/B testing. Keep a control version of the leaflet and test it against one variant (wording or images for example). This way you can test and adapt your output ensuring only the most effective wording and images are used for broader distribution. Maybe you need to say no to some online marketing streams and focus more time into getting offline right. You can do A/B testing across websites, emails, direct marketing and even offline marketing.
You don’t have to be on every platform all the time to get results – select a few and concentrate on those so that you master them and test and change outputs until you get to where you want to be.
If this sounds daunting, I could bet money on the fact that it is simply because you are not yet capturing enough data. Information is power, that’s why brands like House of Fraser offer discounts and cash incentives for customers to fill in forms giving their preferences and personal information.
If you are not sure on who your ideal customer is or where you can find them then I can help. Interested in testing and want guidance on where to start or perhaps you aren’t sure where you should be prioritising time and money. I can help with that too. Get in touch today.