When your marketing isn't working, it's easy to become frustrated. The more money we've spent on our efforts, the more stressed we feel. Historically, the marketing industry has been let's throw it against the wall and see what sticks. To a certain extent, it still is and always will be. But technology is allowing us now to track the numbers, and better yet we can track the numbers in real time. This allows us to shift gears or even completely turn a campaign off in an instant without blowing our whole budget. This is especially true with digital advertising. But just because you try a tactic once and get no results doesn't mean that tactic doesn't work for your business or industry.
Many factors come into play in determining the success of a marketing campaign. That's why large corporations spend hundreds of thousands of dollars on market research and testing before launching their campaigns. But for small business owners with small budgets this is often a luxury that is out of reach.
This is when ensuring you are dotting your i's and crossing your t's as you create your campaign will get you closer to realizing a profitable return on your marketing investment. Here are the top four reasons your marketing isn't working for you:
You're leading with the wrong message. If your message isn't capturing your target market's attention and resonating with them, your going to have a hard time convincing them to buy. To capture their attention you need to identify with their pain, let them know they're not alone, and offer a solution. That's it! Too often advertising is touting the bells and whistles of our great product or service. People don't care about that until they know that you understand their needs and can offer a solution. Then they'll be more interested in learning about the details.
You're marketing to the wrong audience. Identifying your ideal target market can be tricky. You may think you've found the ideal niche, and they may indeed need your product or service, but they may not have the ability to pay for your solution. Likewise, you may be marketing to a demographic who is set in their ways, already have a provider (albeit an inferior provider), and they just won't make the effort to switch to you. It's important to really understand your audience and obstacles they face to becoming your client.
Your target market isn't seeing your advertising. When I was working in the banking world, I'd often hear from the CEO "I never see our ads." That's because he wasn't in the target demographic! Likewise, if you are advertising only in the places you frequent so you see your ads, you could be missing your target market. Unfortunately, it's nearly impossible to be in front of everyone, no matter what your budget. Concentrate your dollars where your target market will see your message.
Your ads are spread too thin. The rule of thumb is that we need to see or hear something at least three times before it starts to sink in and become memorable. Even with ads that capture our attention! I've often caught bits or pieces of an ad that caught my attention and wanted to go back and review it because I didn't catch who it was from or what it was promoting, but I identified with that bit or piece. Sometimes I've found myself actively listening for the ad so I could watch it in its entirety but missing it the first two or three times. Repetition is key and should be reinforced across all platforms: radio, video, print, and digital.
Of course, if your business is receiving bad PR, you've got issues you've got to deal with at home before you begin marketing. Poor customer service isn't going to win you customers. But if you've got a solid reputation, avoiding the mistakes above should lead to a successful marketing campaign. Sometimes it takes a couple of times to get it right. Bringing in a marketing professional can help you find success in marketing sooner and ultimately spend less money on trial and error. For a free marketing consultation, call Rethink Marketing today at 563-580-5657.