Why Your Marketing Campaigns Fail?
The simplest answer is that there are a lot of reasons. Let’s take a look at some of the most common pitfalls so you can set yourself up for success next time.
1. Your audience isn’t defined
The most important step you can take to ensure the success of your next marketing campaign is to clearly define your audience. You can have the most refined messaging and an amazing one of a kind offer but if you’re not talking to the right audience you will never get any traction. Assuming that your audience will find your business because you have a great product is one of the quickest ways to prevent yourself from success.
Go through a process to clearly define and thoroughly understand who your customers are, what motivates them, what types of messages they respond to, what expectations they have and how they want to be engaged. This will help you to create a plan of attack and marketing strategy that will help cut through the noise and ensure success.
2. Your message isn’t clear
Hopefully by now you understand how important it is to clearly define and understand your audience. By doing this you have been able to identify people that want to hear from you and engage with your brand and product. Now it’s important to say something that will resonate. You must ensure that your message is clear with easy to follow action steps. Remember these words; your marketing campaign can’t be everything to everybody.
Trying to be everything prevents your campaign from offering a real solution. I often see small businesses or startups try and tell their entire story or give their total product offering at every opportunity. This will only confuse and overwhelm your customer and make you seem unfocused. Instead, pick one product or offer and focus your message around a specific group of your customers. This will allow you to customize your language, the offer and the engagement tactics for that group ensuring that your campaign will hit home and be successful.
3. Unrealistic expectations
One major pitfall I see a lot with marketing campaigns is achievable goals and expectations. A theme I’m sure you’re picking up on in this post is to narrow your focus. If you go into every marketing campaign launch thinking that it will dramatically upend your historical sales and revenue; you will be constantly disappointed.
By focusing on one product offering to a targeted group of your audience, you will start to see measurable and quantifiable results with your marketing campaigns. These smaller gains will help you to find inspiration in micro-targeting your audience with customized messages. This doesn’t mean that you have to engage your audience less, it’s actually the opposite. If you’re able to understand the groups of your audience, know what they want to hear and respond positively to; you can market to them more frequently with higher conversion!
4. Engagement tactics
Whether your business has been around for years or you're launching a startup; knowing where your audience is paying attention is hugely important. Not everybody reads their email. Some people don’t use Facebook. We know these things, but sometimes forget to incorporate them into our marketing plans.
By understanding our audience and clearly defining their habits and patterns, you’ll start to see correlations with those groups and the different ways you can engage them. Make lists of what the different groups of your customers like and where you see the most activity. By tracking how your customers interact with your offers and messages you can focus in your engagement tactics to ensure that you’re giving the right offer to the right person at the right time on the right platform.
There are a lot of other reasons why your latest campaign didn't find the traction it deserved but if you keep these 4 crucial steps in mind for your next campaign, you will be setting yourself up for the kind of success that you know is possible.