Marketing can be expensive, and the results it drives are vital to growing your business. You want to make sure that your campaigns are working as had for you as they possibly can, every time, so that every penny you spend goes to bringing in new business. In this post, I cover five marketing optimisation techniques that help to ensure your marketing is performing as well as it possibly can.
1. Consider your overall strategy
No part of your marketing works in isolation from the others. Each part of your marketing mix should be built to support the other sections, continue the message of your campaign and guide your customer to your intended destination. Before you start a campaign, consider the strengths and weaknesses of each platform and determine what marketing mix will best serve this campaign. Make sure that your message of your campaign is consistent, but tailor the content and the format to best fit each platform and the part of your customer base you are trying to reach. Minimising or skipping platforms that are less relevant to your target demographic is one of the easiest ways to ensure your marketing spend is being put to best use.
2. Track real results
With the wealth of data now available to marketers on the performance of their campaigns, it is tempting to emphasise metrics that make you feel good about your campaigns’ performance, but which don’t indicate any genuine success. These vanity metrics – your ads reach, views, and clicks – are meaningless if they are not translating into the results that matter to your business. Instead, track the metrics that matter; how many leads has this campaign generated, how many sales have come from those leads, and what has the ROI been on the campaign? Be brutally honest with yourself. If something isn’t generating those results, then it’s time to change your creative, no matter how many clicks or views it may be getting.
3. Track demographics
No matter how carefully an audience profile has been built at the start of a campaign, there is no guarantee that it will be 100% correct. As your campaign progresses and new leads and customers come to your business, you will be able to continue building your audience profiles. Who have your ads most resonated with? Do they match the initial customer profiles? Which parts of your customer base are the biggest spenders, and which parts need the most contact in order to keep as customers? All this data is important and should be used to keep your campaigns continually updated, and to ensure that they are reaching the customers and leads that they need to.
4. Test everything
As with demographic data, the only way to be sure that your campaign’s creative is working as you intend it to is to test it. A/B testing tools are available for most platforms, from Facebook and Google Ads to your website and landing pages, and you should take advantage of them. Don’t stop at just one test, run multiple trials for each platform, until you are certain that your ads and your content are as optimised as you can make them… then carry that knowledge forwards into the next campaign and the next round of optimisation.
5. Follow your customer journey
The path that a customer will take through your marketing is an important, but often invisible part of the campaign. Consider a potential customer’s journey in the same way that you would consider any individual part of the campaign. How do your customers first find you, what potential paths can each customer take from first contact to becoming a lead? How many steps do they need to take, and what issues can arise for them at each step that might make them stop progressing? Does a customer need more information to help them convert, or do they need less steps in the process to avoid losing their interest? Making sure this part of your campaign is optimised will keep your customers engaged and maximise the leads that come to your business.
Optimisation is a never-ending process, a continual process of refinement that will help to maximise the potential of your campaigns. John Rowbottom Design and Marketing can help you to make the most of all your marketing activity – if you would like to start a conversation, get in touch at jrdm.com.au today.