7 Immutable Laws of Marketing Campaign Success – Part 6
It has to be a constant and ongoing process
Most marketing campaigns we’ve seen are one-shot all or nothing events.
As a business owner, you need to be completely committed for the long-term.
Just as you are building your business and your team, you need to focus on building and improving your marketing campaigns.
That doesn’t always mean creating new campaigns, but a focus on improving the campaigns you’ve built. Every campaign should become a little production line, producing leads and customers. Production lines need maintenance and can always be improved.
Without this long-term view, you leave yourself open to only have one shot at success. You launch a campaign based on what you “think” might work. If it works, you declare yourself to be a genius. If it fails, you try and forget about it and come up with something new.
Ditching what didn’t work is the right thing to do, but only if you learn from it.
Running from one shiny object to the next, because everyone else is doing it will not help you.
What’s the solution then?
Three steps to focus on, repeatedly. A marketers work is never really done. Even seasonal campaigns need to be reviewed, in order to decide if they are to be run again next year or not.
1 – Regular, ongoing split testing.
In truth, we don’t know what our target audience will respond to most, no matter how long we’ve been in business. Only they get to cast a vote for or against our campaigns.
You need to carry out regular, systematic split testing. You never know what small change in your marketing message or sales process, landing page headline or email subject line can give you an increase in response.
2 – Regular review of all tracking data and results
Know what the key numbers are in your business, and focus on those.
How many “likes” you got on Facebook is not a key number. How many people engaged with your content? How many people took action.
Once you’ve identified the key numbers for your business, as mentioned in step 5, track them long-term. Measure them against your baseline and between campaigns.
Base your decisions on data, you’ll sleep better at night!
3 – Updating content as your product / service / market changes
Nothing in business stands still for too long. If you are not moving forward, you are sliding back. There are few places entropy is as obviously visible as in a business.
You are swimming a marathon upstream, you have to keep going.
Ensure that all your marketing moves with you.
The website you had built 3 years ago, is hurting your business. In fact, don’t ever think your website is done, it never is.
Have you noticed a drop-off in ROI from a certain long-running campaign? Maybe just change the creative for the ad, refresh it a bit and see what results you get.
By looking at every campaign as a long-term opportunity, you create a culture and process of constant improvements. There won’t be massive failures, because you are learning and improving, constantly.
You’ll create more and more opportunities to increase your ROI and conversion rates, which makes everything in business better, if perhaps not easier.
You’ll also enjoy greater engagement, because your target audience will come to expect things from you, and you’ll be less of an interruption and more of a welcome guest.
Have you managed to beat your control yet?
Author: Pieter K de Villiers
Pieter K de Villiers is slightly obsessed with systems. The systems and process automation he builds for small businesses are transformative, to say the least. Pieter is a Co-Founder of Barefoot Digital and the Amazon best-selling author of “Barefoot Business: 3 key systems to attract more leads, win more sales and delight more customers without your business killing you”.