What’s coming in 2021? Five marketing trends that will shape the year

It goes without saying that 2020 was not a normal year, for marketing or anything else. Widespread disruption has impacted and changed every industry, and will continue to do so for the foreseeable future. Thankfully, as we head into 2021, we are able to get a clearer image of what is happening in the marketing industry and what we can expect from the year to come. In this article, I look at five predictions for marketing trends in 2021.

1) Agility

Though we have a clearer view of what to expect moving forwards, one thing that 2020 has taught us is that we can never assume we know for sure what tomorrow will bring. Change is always inevitable, and the changes that 2020 have brought will not be going away in 2021. Agility and the ability to respond quickly to a changing business environment will be more important that ever in determining how well your business is able to navigate this changing landscape and take advantage of the opportunities it will present.

2) Remote service

One of the lingering impacts of the pandemic response will be a much wider use of remote services, whether that be telecommuting, video conferencing, or home delivery of goods. While it was necessity that introduced a wider market to remote services, their convenience and ease of use will retain that market, meaning that utilising new channels to reach customers will be an essential part of the coming year.

3) Tracking results

As home services increase, ad spend from companies will shift towards promoting ecommerce and remote service options. For marketers, this will mean even greater focus on being able to track and measure specific results. Ecommerce brings with it the ability to truly follow the customer’s journey from beginning to end, making it possible to optimise every aspect of your marketing in ways that are difficult to achieve with other sales channels.

4) Trust and security

In a changing world, customers want to know that their interactions with businesses will be stable, predictable and safe. Customers in 2021 will be more insistent than ever on reliable products, great customer service and frictionless interaction with your business. Take the time and effort this year to make sure that every part of your customer’s journey is optimised to present the best experience possible and your customers will reward you for it.

5) Sincerity

Calls for increased inclusion and a fairer society ran throughout 2020, and will continue to do so into next year. Companies across the world have reacted to these sentiments, but in too many cases these were seen by customers as transparent attempts to capitalise on the issues. In 2021, it will be important not just to say that your company cares about the issues facing your customers, but to show that you are genuinely taking action to help deal with those issues.

John Rowbottom Design and Marketing look forward to helping you with all of your marketing needs in the year to come. To find out what we can do to help your business, visit us online at JRDM.com.au.

Seasons greeting to all our customers – the JRDM blog will return with new content on January 6th 2021.

Experience is everything – five tips to improve your user experience

If you’ve spent the time to put together an effective and engaging campaign that works to bring customers to your site, the last thing you want to have happen is for those customers to lose interest or leave your site before taking action. A good user experience (UX) on your website and landing pages is vital in making sure that your campaigns succeed in the goals that you have set for them. In today’s article, I look at five ways you can improve your customer’s user experience and get better results from your campaigns.

1) Consider customer knowledge

Not every customer comes to your site with the same information. Some customers will already know everything they need to know about your product and will want to move through the sale process as quickly as possible, without interruption. Others will be looking for information and guidance before they make their decision. Most will fall on a spectrum somewhere in between. In setting up your campaigns and building your landing pages, bear in mind the different types of customer you have and the differing amounts of information they will need, and try to lead the right person to page that gives them what they need to make their transaction with you as easy as possible.

2) Make it flow

The core of good user experience design is making sure that the customer is lead though the page, following the layout and information without interruptions and without them having to search for what they need. Make sure that key information is at the top of the page, above the fold, and that your layout encourages the user to move their attention from one element of your page to the next. Place your calls to action regularly throughout the user’s journey, to ensure that no matter how far through your content the user progresses, they are encouraged to take action.

3) Know what you want

Every marketing campaign should be pursuing a specific goal, and your user experience should be driving your users to complete that goal. Make sure that you know exactly what it is that you are trying to achieve, whether that be an email sign up, to contact you for more information, or to purchase an item. Knowing what you specifically want to achieve means that you know what to emphasise within the page, what your call to action should be, and what to test for.

4) Make sure you look good everywhere

The ways that your users have to access your content are now more varied than they have ever been, with users accessing media from smartphones, laptops, smart TVs and more. Responsive web design is absolutely essential in making sure that your content looks its best on any platform. Make sure that you incorporate responsive design into the creation of your pages, and make sure that your content still looks good and flows correctly no matter what platform your users might be using.

5) Test everything

As with everything else in a marketing campaign, never simply assume that your user experience is perfect. There are a wide variety of tools available to help you test and optimise your material. A/B testing, click maps and scroll maps are all vital to helping you understand how your users are navigating your pages, what is getting their attention, and where they are disengaging. Test everything, make improvements, then test again.

John Rowbottom Design and Marketing is a Sutherland Shire based company offering marketing and design services to businesses throughout Sydney and Australia. If you would like to find out more about how we can help you achieve your goals, visit us today at jrdm.com.au.

Knowing when you’re losing – five ways to identify poorly performing campaigns

In marketing, knowing how well you are performing is key to success. Understanding which of your campaigns are the most successful at drawing in leads and converting them to customers is an essential part of ensuring your campaigns are optimised. But to really ensure that your performance is as high as possible, it’s also important to identify the campaigns and promotions that simply do not work, to find out why, and to kill off anything that is costing you money for no real benefit. In today’s article, I look at five ways to identify campaigns that simply aren’t working.

1) High bounce rates

If a customer hits your landing page and goes no further, that usually means one of two things; either the customer isn’t interested in what they found there, or what they found there has given them all the information they need. Neither of those options moves a customer further down the acquisition process.

If your landing pages are experiencing a high bounce rate, take a look at the structure of your landing page. Make sure that it is aligned with your campaign, easy to navigate, and offers a clear call to action that appeals to the customer you’re trying to attract.

2) Low page traffic

If your landing pages aren’t seeing a lot of traffic, then your campaigns aren’t drawing in customers. If you are running an inbound campaign, consider the ad content that you are running. Is it clear and easy to understand? Does it offer a proposition that interests your customers? Is it running in the right place to reach the right customers? Take a look at the upstream metrics for your ads, through the platform you are running them on. If your ad is being served to a lot of people but generating few clicks, then it’s definitely time to reconsider the content of your advertising material.

3) Few return visitors

New visitors are good, but unless they keep returning to your website, they are unlikely to become long-term customers. If your campaigns are bringing in a lot of customers but not getting many of them to stay, consider the structure of your site, the quality of the content there, and the ease-of-use of your customer experience. In an ideal world, you want content that is compelling enough to keep customers coming back for more, and a customer experience frictionlessly guides the user through the sales process.

4) High acquisitions costs

As always, the number one metric to judge any campaign by is revenue. If you are spending more to bring customers to your site than you are earning from those new customers, then ultimately the campaign isn’t doing its job. Low conversions can be a sign that your advertising isn’t drawing in the right leads, that your customer experience is poor, or that your offer isn’t suitable for your audience.

5) Know when to fold

Ultimately, if a campaign is repeatedly failing to meet your goals, then the decision will need to be taken as to whether it can be fixed and brought up to the level that you need, or if it should be killed off entirely. The points above will give you a good indication of how far under expectations a campaign is running and what the causes might be, and whether it can be saved will be different for each campaign, but don’t be afraid to be brutal. A poorly running campaign does your business no favours, only costing you money and the good will of your customers.

Located in Sydney’s Sutherland Shire, John Rowbottom Design and Marketing helps businesses across Australia to reach their goals. If you want to find out what we can do for your campaigns, visit us at jrdm.com.au and book an appointment today.

5 ways to build better customer relationships

The most important asset that a company can develop is a positive and understanding relationship with its customers. Understanding your customers means that you understand their needs, where to reach them, and what messaging will be most effective, saving you time, effort and money when it comes to creating your marketing campaigns. In today’s article, I look at five ways you can improve your understanding of your customer base and build better relations.

1) Talk to your customers

This is a simple point, but it can’t be overstated enough. Talking to your customers about their experiences and their needs is the best and simplest way to improve your understanding of them. Nobody knows more about what your customers want than they do.

To get the best results from your customer contact, you need to have a plan for what you want to achieve. Ideally, you should choose one or two key points you want to get more information on, and ask questions specifically addressing those points. Without focus, you’ll be limited to a very generic understanding of your customers, which is of limited use in improving the customer experience. Take care, as well, to try to remove biased or leading questions; you want the real and honest opinions of your customers, not something influenced by what you might want to hear.

2) Take advantage of analytics

This isn’t the first or last time that I’ll praise the usefulness of analytics on this blog. Every website owner has access to vast troves of information on how their customers use and interact with their website. Analytics can show you what your customer like, whet they don’t, what pages are attracting the most views and what content is working for your audience. All of this is vital information, and something you should always take advantage of. Use analytics to see where you can improve your sites user interface to draw more attention to the pages you want to see more traffic on, what content to focus on developing, and what your customers most want from your business.

3) Know your customer’s interests

It might not seem important to know what your customers are interested in beyond the scope of your business, but there are definite advantages that you can take from knowing the other habits and interests of your customers. Understanding what your customers engage with gives you an understanding of their values and their drives, and is an incredible mine of opportunities for content marketing or cross-promotional campaigns. Being able to talk with your customers about the things that matter to them makes it easier to capture their interest, and positions you as an organisation they are more likely to trust.

4) Take personas further

Customer personas that are only based on simple demographic data such as age and gender are of some use, but personas can be taken much further. If you have followed the advice in this article, you should have a much deeper understanding of your customers, incorporating information on how they use your product, how they use your website, their attitudes towards your company, their purchasing habits, and their interests beyond your business. All of this is information that should shape how you interact with your customers. Once you have it, use it, and incorporate it into customer personas that more closely capture the types of customers you have.

5) Understand the customer journey

Mapping the customer journey lets you understand exactly what is needed to turn a customer from a prospect to a closed sale. That journey might be simple or complex, but the only way you will understand it, and how to improve it, is to take the time to map it out. Look at each step in the journey and consider what you can do to reduce resistance, improve the customer experience, and provide better service. An improved customer journey will increase your sales volume and create happier, more loyal customer from your leads.

If you want to build an in-depth understanding of your customer base, John Rowbottom Design and Marketing can help. Visit us online at jrdm.com.au and find out what we can do for your business.

Are you working too hard on your content marketing?

Content marketing is a lot of work. Creating enough material to ‘feed the beast’ and keep your content channels lively can demand a lot of any marketing team, but like any other aspect of business, simply working harder isn’t always the right answer. Pouring too much effort into the wrong aspects of content marketing can severely hurt your success and waste energy that you could better spend elsewhere. In today’s article, I look at signs that you might be working too hard on your content marketing, and how to better focus your energy to get the results you want.

1) You’re over-thinking your content

As marketers, we have a range of data and information on our customers, our products and our campaigns, and we spend a lot of time and effort to make sure that we incorporate that data into what we produce – and that’s not a bad thing. But that can turn sour when we find ourselves relying only on data and forgetting the passion and drive that we have for the product we are selling. Content marketing goes out to an audience that cares about your products, or that cares about the problems your product solves. They live that experience, meaning they have a genuine connection to what you offer… and they’ll be able to tell if you don’t. If you find that your content is more about numbers and data than it is about a belief in your product, then you’re likely creating content that won’t resonate with your market. Always remember to put the passion you have for what you do into the content you create, and you’ll create content that will resonate with your audience.

2) You’re focusing on the hard-sell

There are a lot of marketing mediums where a hard sell can work, provided that it goes out to the right customer. Content marketing isn’t one of them. While you might be passionate and excited about having a new product and eager to tell your customer every feature that it has (and good for you if you are – see point 1!), no customer comes to content marketing to be sold to. Content marketing is about showing your customers that you understand them and their needs, providing content that is entertaining or helpful, and then introducing a connection between those needs and your products. If your content is falling anywhere outside the 80:20 ratio – 80% content, 20% sales, then you’re focusing too much on the hard sell, and you’re going to lose your audiences’ attention.

3) You’re not using internal resources

No marketer is an island. If you find that you’re struggling to come up with ideas that will connect with your customers, remember that other parts of the business have access to information on what your customers think and feel on a daily basis. Whether you’re a one-person operation or a part of a larger business, consider the information you can take from the customer-facing parts of the business – sales and services. Salespeople know exactly what your customers want and need, because they talk to them every day about those needs, and they know what aspects of your products are most important to those customers. Service staff know the issues that customers encounter with your product and the problems they most often need solutions to. If you are a sole trader, then consider the things your customers tell you and incorporate them into your content marketing. If you’re a part of a larger organisation, then take the time to talk with your customer-facing colleagues and find out what they know about your customers, and you’ll likely come up with dozens of new ideas for content that you can be sure will be relevant to your audience.

4) You’ve lots of content, but none of it is performing well

This can be one of the most insidious issues that you can face in content marketing. In the rush to fill the void, you’ve created page after page of content, but none of it is seeing the type of results you would like. While it’s important to create content on a regular basis to keep your business visible, it’s also important to make sure that content is relevant, and that it is targeted to the right parts of your audience. In many ways, this is the other side of the coin to my first point; don’t ignore the data that you have on your customers either. Make sure that you have built a strategy for your content marketing, and that everything you create is speaking to the customers you want to reach. Always know who you are trying to reach, what you are trying to say to them and why you are using the content platforms you are. Use the right platforms, the right formats, and talk about the right issues to reach your customers, and you’re more likely to create content that will perform the way you want it to.

Want to go further? John Rowbottom Design and Marketing can help you to develop content that will connect with your customers. To get started with your new content strategy, visit jrdm.com.au today.

Four surprising content marketing facts

Content marketing is an ever-changing field, and what was true yesterday might not be true tomorrow. On top of that, even for a field as new as content marketing, common wisdom doesn’t always match up with reality. In today’s article, I look at four facts that might change what you think about content marketing.

1) Content marketing builds brand loyalty

As anyone who has ever looked with jealousy at Apple’s dedicated customer base knows, brand loyalty is a hugely valuable resource. Loyal customers aren’t just people who will regularly return to you, they are also frequently evangelists for your business, letting their friends and family know just why they should come to you. Word of mouth is some of the most powerful marketing available; people may be sceptical of your advertising, but they’ll almost always believe a trusted friend.

Good content marketing helps to create brand loyalty by showing your customers that you understand them and their needs, and by providing them with a reason to get excited about your business. If you can create content that forms bonds between you and your customers, you’ll go a long way towards building a relationship that will have a massive potential payoff.

2) Repurposed content can often beat original content

Not every piece of content marketing needs to be completely original. Over half of all content marketers will utilise content they have culled from other sources and repurpose it rather than relying entirely on original material. Don’t be afraid to take inspiration from other articles or pieces of content that you have seen. Provided that the content is re-worked to suit your audience and your needs, and provided that you are taking elements you have seen and not lifting content wholesale from other creators, a repurposed piece of content will perform as well as, or better than, a wholly original piece.

3) Email is still the leading form of content marketing

Despite the growth of other platforms, from social media to video to blogs and beyond, email marketing is still the most popular form of content. Remember that email has several benefits – it will be delivered directly to your customers in a place that they regularly check, it can combine the best elements of social media and blogging, and if you are doing it correctly it will only be delivered to people who have specifically opted in to communication from you. By communicating to an audience that already has an interest in your business, you are putting your message in front of people who are the most likely to act on it, meaning a higher chance of them making a purchase. Though it may seem outmoded, email should always be a key part of any content marketing strategy.

4) There’s no one right way to handle content marketing

If the world were a simpler place, marketers would be able to rely on one simple method for their content marketing – one correct strategy, one best platform, one best message. Unfortunately, life is never that simple. Your content marketing strategy will always be as unique as your business is. The platforms that work best, the messages that most resonate and the types of content that will be most effective will always be different for every business. In practice, like with everything in your marketing plan, this means never assuming anything will be a success. Test everything, find out what works best, use that to shape your content, and then test again. Even a successful strategy will shift and change over time, so keeping on top of your data and tracking your content’s performance is a constant priority.

John Rowbottom Design and Marketing can help you to build a content marketing strategy that works for your business. If you’d like to take your content marketing further, visit us online at jrdm.com.au today.

Five (more) elements of great landing pages

A strong landing page is an essential part of any marketing campaign, letting you get your message to your customers, capture their attention and generate leads that will help you to grow your business. In a previous article I listed five things you can do to build effective and successful landing pages, but like any part of marketing there is always more that you can do to enhance and optimise your output! In today’s article, I look at five more things you can do to improve your landing pages and get better results.

1) Keep your goals in mind

Maybe the most important thing to bear in mind when creating a landing page is that it should be focussed on one specific goal. Don’t make the mistake of treating your landing pages the way you would treat your company’s website; a landing page needs to have one clear, specific call to action, one offer or solution that will engage your customer’s interest. By focussing on that one aspect, you keep your customers attention and ensure that they remain engaged with your conversion goal.

2) Know your audience

As with any part of your marketing mix, it’s important to bear in mind who it is that you are trying to reach with your landing page. You should already have a clear idea of who your customers are, how they think and what their path to a purchase looks like, so make sure that your landing page reflects that. Make sure that you are using the right language, the right imagery, and including the right information to speak to the specific customers that you are trying to reach. One of the best things about landing pages is that you have a high level of control over which parts of your audience will see which page, which means you can and should be taking the opportunity to customise your landing page to the sections of your customer base that will be using it.

3) Use the right images

Images engage the emotions of your customers, and the right images will draw them in and keep them engaging with your content. You should include a ‘hero image’ that showcases the product or service that you are using, ideally one that shows the benefits of what you are offering. Also, be sure that your images and your copy compliment each other. If your headline and your copy reflect the same mood and context as your images, they’ll go a long way to retaining your audience’s interest.

4) Put what matters above the fold

Anything that falls ‘below the fold’ – in digital terms, anything that your users will have to scroll the screen to see – is less likely to be seen and less likely to be acted on. It’s important that you keep the most important elements of your landing page above the fold. Your headline, your key paragraphs of information, your hero image, your social proof, your call to action and your capture form should all be visible without the user having to scroll. Keep those elements visible to your users, and you’ll significantly increase your conversions.

5) Use social proof

Social proof is an incredibly powerful tool. If you can demonstrate to your customers that your product or service is already solving the problems that your user has, for people like them, then you’ve given them a reason to believe that it will work for them too. Customer reviews and testimonials are one of the best tools you have at your disposal to prove the effectiveness of what you are selling. It’s important to make sure that your testimonials are believable. Anyone can easily write a fake testimonial, but making sure that you have the full name of your customer, their position within a company, a picture of the customer or even a full video testimonial from them all make it easier for your customer to see that a testimonial is real and reliable.

From individual pages to complete campaigns, John Rowbottom Design and Marketing can help you take control of every aspect of your marketing. If you would like to find out what we can do for you, visit us at jrdm.com.au today.

4 ways to refresh your marketing

Once you have set a strategy for your marketing and built out your campaigns, it can be very tempting to leave things untouched – after all, if it worked yesterday, it should work tomorrow, right? If that sounds like you, then there’s every chance that your failing to take advantage of opportunities that could lift your marketing campaigns and see them operating more effectively. In today’s article, I look at four ways to refresh your marketing and make sure you’re getting the best results.

1) Check your look

The look and feel of your marketing, from your website to your logo to the layout of your fliers, is probably one of the first things that you developed when you created your marketing strategy. It’s also the thing that most companies leave unchanged. That might be fine, but the older your design is, the more likely it is that design trends have moved on. Take a look at your brand and design, and ask yourself how they compare to the look and feel of other companies in your sector. Consider whether your image still expresses the way that you want to be seen, and ask whether it appeals to the people who make up the majority of your customer base. If you don’t like the answer to any of those questions, then it’s probably time to change your look.

2) Audit your marketing material

It’s a good idea to regularly check to make sure that your marketing material is performing the way you want it to. The best way to do this, as always, is to track real results and monitor how customers are reaching your business, and what steps they’ve taken to get there. Being able to identify which parts of your marketing mix are performing best means you will have a clear idea of what is and isn’t working. If your social media campaigns are bringing in huge numbers, but your website is leaving customers cold, that’s a good indicator of where you need to focus your attention to improve your marketing message.

3) Optimise content

If something is working well, take advantage of it. If you notice that a particular piece of content or a particular marketing campaign is seeing excellent results, that’s a sign that your customers would like to see more like it. If a blog post has gotten a lot of attention, consider exploring similar topics. Also, think of how successful content can be repurposed on other platforms. A high performing blog post could be converted into an infographic, a video, or a podcast. Similarly, if certain topics see little interest, your customers likely don’t consider the subject relevant to them or their needs, and you most likely do not need to address the topic in your marketing.

4) Consider your product

You can have the best marketing in the world, but if your business isn’t meeting your customer’s needs you still won’t be a success. As you consider your marketing, it is also worth checking to see that your products and services match what the market wants. Talk to your customers, identify their pain points and see if there are ways you can better meet their needs – whether it’s in the form of better pricing, more convenient service, a wider product range, or simply stocking a particular item. You may only have to make a small change to what you offer, but if that change helps better serve your customers the results will be significant.

If you want to make sure that you’re taking advantage of every possible opportunity, John Rowbottom Design and Marketing can help you build marketing that works for your business – visit jrdm.com.au to find out how we can help you.

Taking every advantage

When building a marketing campaign, it’s important to make sure that you stand out from your competition and take advantage of every opportunity you have to set yourself apart. In todays article, I look at how to identify and utilise your competitive advantage to build stronger and more effective campaigns.

What is your competitive advantage

Every business is different, and every business has something that sets it apart from its competitors. Correctly identifying what points of difference exist between you and your competition mean that you can focus your business and marketing efforts in highlighting that difference, giving your customers a reason to chose you over your competitors.

You might differentiate yourself based on your price, your location, the expertise of your staff, your hours, the range of products you stock, the service you provide or any of a multitude of other options. Identifying what specific advantages you have means investigating your business and comparing it to your competitors.

Perform a competitive audit

To identify what makes you different from your competitors, you need to understand what they offer as well as what you offer. Take a look at your competitors and at their marketing and identify what they offer to their customers. Contrast them against your own business and see what they do differently. Evaluate the differences between your business and theirs and try to understand the business reasons behind their differences, what problems their products and services solve for their customers, and how they do so. Once you know the key differences between business and your competitors, you can more clearly see which aspects of your business offer benefits to your customers that they can’t get elsewhere.

Talk to your customers

Nobody knows more about what your customers want than they do. Talk to the people who use your business and find out why they come to you. Find out what needs they have that aren’t being served by other businesses, and what they would look for in an ‘ideal’ business. This is also a great time to make sure that your marketing is reaching the right people in the right way; talk to your customers about your marketing and see if it is discussing the things that matter to them.

Showcase your advantages

Once you know what sets you apart from your competitors in a way that matters to your customers, focus on those points. Make sure every piece of marketing you create clearly communicates the things that your company excels in. Focusing on the competitive advantages you have, in a way that solves your customers problems, will lead customers to you faster than anything else.

If you want to build campaigns that showcase the best of your company, JRDM can help. To find out more, visit us at jrdm.com.au today.

Build better marketing plans with SMART goals

Before you can create a plan, you first need to have clear goals for what you are trying to accomplish. These are the metrics that will measure the success of your campaigns, and they should align to the goals that you currently have for your business.

Since these are goals you will use to track the performance of your campaign, we will need to use SMART goals; they should be Specific, Measurable, Achievable, Relevant and Timed.

Specific:

While your basic goal might be as general as ‘attract more customers to my business’, a planned goal should be more specific. When determining a goal for the campaign, think about exactly what outcome you want from the campaign.

Examples:

  • Increase sales of a specific product or service
  • Increase top-of-funnel sales leads
  • Get customer email addresses
  • Reduce sales cart abandonments

Having specific outcomes for the campaign means you are more easily able to identify the exact elements that your campaign will need to use to reach those goals, helping you determine what parts of your audience you will need to reach, what marketing platforms you will use to reach them, and so on.

Measurable:

In order to track the performance of your campaigns, you will need to be able to measure their outcomes. This means having clear and trackable goals that the campaign is trying to achieve. Make sure that each goal you have set has a visible outcome that can be clearly measured.

Examples:

  • Increase sales of a specific product or service by 125
  • Get 500 new top of funnel sales leads
  • Get 1000 customer email addresses
  • Reduce sales cart abandonments by 20%

Tracking the performance of your campaigns allows you to see what is and isn’t working and adjust accordingly, which leads to higher-performing campaigns over time.

Achievable:

Everyone would like to grow their business by 300% overnight, but that’s a goal that would be extremely difficult, if not impossible to achieve. Remember that the performance of your campaigns against your goals is what you will be using to help you refine them over time. Setting goals that are unrealistically high won’t give you useful feedback and will only set you up for failure. Look at your current performance figures and consider an achievable level of improvement. Remember that there is also room to adjust this over time – if the goals you have set are too low or too high, they can be adjusted as you update your marketing plan.

Relevant:

Make sure that the outcomes of your goals are relevant to the performance of your business. In particular, be careful to avoid the trap of ‘vanity metrics’. While getting more clicks to your website or views of an online campaign is nice to see, they don’t necessarily mean anything to your business. Try to set goals that specifically affect your bottom line, such as sales, leads and income growth, rather than clicks and likes.

Timed:

Since you will be tracking the performance of your campaigns, you need to set a specific point in time where the performance will be measured. For each goal you have, specify the deadline to achieve that goal, or the timeframe over which the goal will be tracked.

Examples:

  • Increase sales of a specific product or service by 125 per quarter.
  • Get 500 new top of funnel sales leads each month.
  • Get 1000 customer email addresses by the end of June.
  • Reduce monthly sales cart abandonments by 20%.

With a set of well-defined goals, you now have a solid basis for your plan. These goals will help to inform the development of the rest of the marketing plan and will determine the overall structure of your campaigns.

Whatever goals you have for your campaigns, John Rowbottom Design and Marketing can help make them happen. To find out more, visit jrdm.com.au today and see what we can do for you.