We’re almost halfway through the year and I’m sure, just like many businesses you’ll be taking stock of marketing performance against goals. For those of you ahead of target, well done and for those of you struggling, keep your chin up.
For those of you flying by the seat of your pants with no real aims and objectives, give me a call or email: firstname.lastname@example.org.For those of you flying by the seat of your pants with no real marketing aims and objectives set, you're running blind. I can help get in touch Click To Tweet
In my experience when sales are down at this stage of the year there is a tendency for someone in the business to jerk their knee and shout “we need to up our marketing game” or “we need to implement a new sales promotion campaign”
But whether you’re on target or not, before you spend additional time, resource and budget on your next marketing activity it can pay dividends to analyse what’s currently working and what’s not.
It doesn’t make sense to spend good money after bad.
Now is a good time to take stock of your marketing performance and there are several things worth considering:
1. Take a deep dive into your web analytics
Most of you will use the Google Analytics package but taking a cursory look at how many site visits you’ve had each month isn’t really helping you or doing justice to what Google Analytics offers.
Key points to consider include:
- Which channels are driving traffic to your site
- The breakdown of new versus returning visitors
- Your best performing pages
- Your worst performing pages
- Average session duration (time on site)
- Pages viewed per session
- The behaviour flow of visitors to your site
- The average load time of your web pages
- The entry and exit pages
Having a better understanding of how visitors behave on your site can provide the information you need to make key marketing decisions such as; where to invest more time and effort, where to divest and what you need to improve.
2. Do the same with your social media platforms
Social media can absorb lots of time and energy and it’s important to be measuring the data that matters to your business. Vanity metrics might make you feel good but probably won’t be adding to the bottom line.
Social media can play an important role in taking your business forward but only if you understand what it is you want from it and how you’ll measure this.
PS: In most cases, it won’t be direct sales.
Knowing what you’re trying to achieve will prevent false expectations, especially from colleagues or your bosses.4 factors to consider in a mid year marketing audit tell a friend
3. Really get under the skin of your audience
Just because you meet with potential prospects and current customers on a regular basis doesn’t mean you really know their issues and concerns.
Creating “personas” or semi-fictitious customers to represent the different user types you want to target can help focus the messaging and tone of voice of your marketing activities.
Understanding the needs and drivers of each persona in e.g. the Decision Making Unit (DMU) allows you to tailor your messaging to answer the issues they face at each stage of the buyer’s journey. There’s no point in providing top of the funnel, awareness-based information to “Andrea the Accountant” when she needs to have an in-depth understanding of your financing offer.
4. Map out your customer’s journey
One of the problems with Google Analytics is that it works on “last click attribution”, that means that if a prospect clicks through to your site and makes a conversion then that last click wins. However, in the vast majority of cases, I guarantee that your prospect will have visited your site many times from a variety of platforms e.g. Google AdWords, organic search, Twitter, Facebook etc. and they’ll probably have clicked through from each platform, several times.
You need to be aware of the “journey” that your prospect takes before deciding to choose your product or service. Your collateral needs to answer the questions they may have at these different stages.
Taking a day out from the business with your sales, marketing and front line staff to map out how your customers actually engage with your company can be a very worthwhile exercise.
Plotting these interactions on a whiteboard, supported by your web, social media and sales and marketing analytics can highlight bottlenecks, pinch points and barriers to success. Identifying these issues can improve the sales and marketing process, make it easier for your customers to do business with you and be a more cost-effective solution to increasing sales.
If you need someone to facilitate this process, get in touch.
There are many things to consider when it comes to improving your marketing performance and the best results generally come when all of your activities are integrated and working towards a common aim. But it’s not always easy as the flowing statistics show:
Lack of resources, such as staff, funding, and time, remains the biggest obstacle to successful lead generation for 61% of B2B marketers. (BrightTALK, 2015)
63% of marketers say generating traffic and leads is their top challenge. (HubSpot, 2017)
Only 61% of marketers believe their marketing strategy is effective. (HubSpot, 2017)
If you like to discuss your marketing challenges, get in touch, call 01803 413481 or email email@example.com