14 Nov What Happens When Your Marketing Doesn’t Work?
What happens when your marketing doesn’t work?
You’ve spent days or weeks trying to justify a new marketing campaign to your boss (or yourself if you’re the business owner); you’ve done the background work and you’re convinced it will work and bring in the much needed enquiries for the business. So, what happens when it doesn’t generate the desired results?
If your marketing isn’t generating leads, it isn’t helping your business grow
There are a number of reasons that could be contributing to your marketing not working and these could be throughout the company, not just the marketing department. For instance, if your customers are getting poor customer service or are supplying poor products they may be spreading the word not to use your company. And it may not be the dissatisfied that are most vocal directly that cause the biggest problem.
The customers that are dissatisifed at the time but never say anything directly to you are usually more harmful. They just wont use you again and you’ll never know why. And then they will tell their friends, family and colleagues not to use you. So no matter how hard you market, it will never resonate because you are fire fighting.
But, if the rest of your business is delivering a high quality experience then it will be worth looking at the following:
Is your course set to the right direction?
What are your busines goals? Where to your want to be in 3, 5, 10 years time? What does your business look like when it’s finished? Without knowing the answers to these questions your business will not be following the right course. Think about what you want to actually achieve so you can put a plan (or map) in place to get you there.
Are you fishing in the right pond?
Mass marketing might seem like an easy way to get infront of a lot of people quickly, but it’s impossible to be everything to everyone. If you are not targeting your messages to selected segments then a) you are wasting time and money and b) you are alienating a large percentage of your audience that aren’t interested in that particualr message.
Always profile your audience and segment your data to ensure maximum engagement and potential leads.
What’s your USP?
What makes you different from your competitors? Why should people do business with you? Without being able to answer these questions you will end up being measured alongside your competitors on cost. To differenciate your business think about the value you will bring to their business.
Marketing Strategies & Tactics
Are you using the right strategies to get in front of your target audience? Are you using enough strategies and tactics to generate the required reach? By understanding your conversion rate you will be able to identlfy how many leads you need to generate to get the right amount of conversions to reach your business goals. You will then be able to identify the right tactics to generate these results.
In order for us to determine whether our marketing is generating leads we need to decide what we are measuring. If your marketing isn’t generating leads it isn’t helping your business grow.
Where do you want your business to be in three years’ time? What do you need to achieve to reach your business goals? Make sure you are measuring the right KPIs that will ensure you see what marketing strategies are working and which ones aren’t so you can adjust accordingly.
Have you budgeted enough money to create the lead generation required to meet your goals? I you only have a small budget then its unlikely that you will meet your goals. A £100 investment is never going to generate and extra £1,000,000 in revenue. Ok, so an extreme example but it shows you need to invest enough money to match your goal aspirations.
Have you got the resourses in place to cope with the increase in enquiries? Without having the staff in place to facilitate the influx of enquiries your marketing is generating you risk alienating your prospects, losing sales and gaining a reputation for poor customer service.
If your marketing isn’t working and you are unsure why that is it’s time to take stock and go though your entire plan to identlfy where it is letting you down. The sooner you do this the sooner you can get your marketing back on the right track using the right marketing strategies, tactics and messages that will resonate with your target audience and start making sales!