When it comes to your company’s marketing strategy, our advice is simple: if something’s not working, cut it out. Wasting your dollars on tactics that don’t push your company forward hurts you both now and in the long run. While no one intends on throwing money away, we find that ineffective measurements can lead you to do so.
The ultimate goal of any marketing plan is to increase sales by driving online and on-site traffic — before you get there, make sure to keep these crucial things in mind:
Track and Measure
First and foremost, it’s wise to constantly stay on top of what you’re spending and where. For best results, we recommend reviewing analytics at least weekly, looking at week-over-week and year-over-year performance. Monitoring messaging for changes in conversion rates helps demonstrate the effectiveness of campaigns and shows what’s resonating with buyers best.
In order to see the best results, you have to ensure that the right conversions are properly set up in your analytics software. If you cannot accurately track how often (and where) prospects enter your sales process, all of your decisions will be based on flawed data.
Key info like chat requests, phone calls, email leads, form registrations, and more should be tracked whenever possible. The more detailed and granular you can get with your conversion tracking, the more insight you’ll gain into what’s working and what’s not.
Dig Deeper, Invest Wisely
After you’ve learned to track your tactics, it’s time to take your strategy further and determine how to shift and reallocate your marketing dollars. In the past, you may not have had the means to do this — but in today’s digital-focused world, you can accurately measure results to create baselines for future decisions.
Digging deeper into your analytics on a consistent basis allows you to be more efficient with your spend. After all, your data tells an important story, and there’s no better time to pay close attention. Remember, you don’t need to sign a 12-month contract — what could be a smart media spend now, might not be in 5 months. Long contracts don’t give you the opportunity to assess whether or not the spend is working. When you spend wisely, you can save your dollars for tactics that are already increasing performance, and invest in other areas that you previously haven’t been able to, like SEO, sales offices, signage, and more.
Cut It Out
Remember — If some part of your marketing strategy is working against you, don’t be afraid to cut it. If you’re ready to finally improve your marketing strategy and see the heightened results you want, contact our digital specialists today.