It seems like the world of digital marketing changes just about every month.
APIs need to be reprogrammed, new automation software is redeveloped, new social media features are released… the list goes on.
If small business owners don’t stay on top of the tactical nuances of marketing they really can’t lead teams strategically as well as they should.
When it’s time to adjust your strategy, if you don’t know the tactical and operational aspects of the channels your team or competition is using, your strategy can become less effective because certain channels may not be used correctly or may not be used to accomplish the goals you want them to.
Consumer behavior tends to change along with the technology they use day in and day out.
For instance, the use of Facebook advertising among individuals and brands, which was once thought as not an option, is now considered normal marketing practice.
As technology changes occur, and the consumer reactions to that technology also changes, so should the marketing strategy that is designed to connect to the consumer.
Business leaders need to continually adapt to their constantly changing environment while trying to stay ahead of their competition.
If business owners understand how these technology changes are impacting not only consumers but also their marketing plan, they will reach their consumers more effectively and with increasing ROI.
Nike's famous slogan, "Just Do It," should not be applied to a marketing campaign for your small business.
Many small businesses place an ad here and an ad there, put up a website or a Facebook page, and consider it done.
Unfortunately, this approach is like fishing on dry land—you can cast as much as you like, but you won't catch anything because you are nowhere near the pond.
A profitable marketing initiative requires careful planning and a hands on approach.
Know How Your Marketing Campaign Fits
Ideally, before you plan a marketing campaign, you should have a marketing plan for your business.
This plan lays out the overall marketing objectives and strategies to lure your target market to your products and services.
A marketing campaign, on the other hand, is just one small piece of your marketing plan—a marketing action designed to achieve a particular objective.
When you know how your marketing campaign fits into your overall plan, you can identify your target market and how best to reach it.
Determine How You Will Measure Success
What metrics are you going to use?
The numbers will tell you if your marketing campaign is succeeding.
If not, metrics will allow you to assess whether continuing with the campaign is worth the cost.
Make sure you have the right tools in place to track your metrics.
If your marketing objective is to increase the awareness of your brand or to improve your website's search engine page ranking, you can use Google Analytics.
You will need to establish a baseline for whatever metric you've chosen before you begin to measure your progress.
Plan for Next Time
Why are metrics so important? Once you know the results of your marketing campaign, you can improve your marketing strategies.
Suppose that your new patients marketing campaign increased patient sign ups by 41%. You would probably repeat your campaign next year.
But you might also discover ways you want to tweak future campaigns.
If the data showed that only 2% of increased sales came from your Linkedin and Facebook strategies, you might decide to eliminate them from your campaign next year.
Some might argue that any marketing campaign is better than none.
For the most bang for your buck, though, planning and using metrics are the best strategies.
P.S. If you're interested in exploring the possibility of working with me one on one- so you too can have a business that’s profitable and enjoyable - I have space for a couple of new clients!
To see if we're a good fit, simply comment “hands on” in the comments section below.
If you're not quite ready for that, why not click this hashtag and join our community #livelongdigitalcommunity where I will answer any questions you have about the hands on approach and creating a business that’s remarkable.
I hope you can join us.