When you are running a small business, your marketing can make all the difference between a successful year and one that falls short of your goals. Of course, every business does their best to develop and execute dynamic marketing plans to drive customer conversions, however they can often fall short of the mark.
One of the biggest mistakes that companies make is failing to review their marketing strategy to see where exactly they are falling short. By performing regular reviews of your marketing plan, you can quickly identify when it is not working, leading to solutions that you implement right away.
Here are 5 tell-tale signs that your current marketing needs improvement, as well as the best fixes for each scenario. By objectively auditing your advertising performance, you can easily see the areas that need to be fixed, then come up with a new strategy to get your business back on track!
You aren’t getting qualified leads for your marketing campaigns
The goal of marketing is not to just get leads, but to get leads that will actually bring you new customers. If you recognize that a large number of your leads are people that are not actually interested in your products or services, then you are definitely doing something wrong.
By analyzing the type of people that call, email or visit your website, you can tell whether or not you are targeting the right people through your current marketing scheme.
The Fix: If your leads are not high quality and are not resulting in customer conversions, then it’s time to revisit your content and target demographic. Make a list of your ideal customer, including key traits such as age, location, gender, and income level, then tailor your marketing plan to directly target those people.
You do not have a consistent marketing strategy
Review your recent content and advertisements to look for continuity. If you notice that your social media posts, email blasts or sales materials do not all convey the same message, then you can be confusing clients.
You want your business to be represented in a structured manner that runs the gamut of the sales cycle: getting potential clients interested, cultivating leads, converting clients, then reselling. If your strategy doesn’t follow this pattern, then you may be missing out on vital elements of digital marketing.
The Fix: Put yourself in the perspective of a potential client. Draw out a roadmap of how you want to captivate somebody to be interested in what you offer, how you can guide them to becoming a client, a persuasive manner to close the deal, then a follow-up strategy to resell to them.
You are not differentiating yourself from the competition
Regardless of your industry, there is likely to be a wide range of competition that is also marketing to the same clientele. One of the biggest mistakes that businesses make is that they play it too safe, being afraid to truly draw attention to themselves by being unique.
If your marketing strategy is too generic, then you will simply be lost amongst the hundreds, potentially thousands of competitors that are offering similar products or services. This will not help you increase sales or grow your client base, but rather be a waste of your marketing budget and your resources.
The Fix: Pick a handful of businesses in your industry and have a look at their marketing campaigns. If you notice that yours are quite similar or see that most companies are doing the same thing, then make a list of ways that you can set yourself apart. From compelling organic content to the use of dynamic media such as videos, start adding innovative aspects to your marketing plan that nobody else is doing.
Searching your business does not bring favorable (or any) results
The whole goal of marketing is drawing eyes to your brand in a positive manner. By simply conducting online searches for your business and relative terms, you are able to get a sense of how often potential customers see your company. If you aren’t on the first page of search results for your services or local searches, then it becomes exponentially harder to draw in new clients.
When you do find your business online, you also want to see what existing clients are saying about you. Checking Facebook, Google, and any industry-specific review sites for feedback is extremely important. Businesses that have a large number of positive reviews are far more likely to convert searchers into paying customers.
The Fix: If you notice that your business doesn’t appear in searches, it’s time to ramp up your SEO. From regular organic content to strengthening social media presence, you need to add new dimensions of marketing. If you are lacking reviews, reach out to your current customers by incentivizing them to add feedback on a variety of review sites.
You haven’t pre-sold to your customers
When you have clients contacting you or visiting your website, you want them to already know exactly what they want. They should be walking into your door ready to take you up on your latest offer or buy your newest product without you having to convert them.
If you find that potential customers are unaware of your products or need to be convinced to buy from you, then your marketing needs to be ramped up. Marketing should not just begin the sales cycle, it should already have people in the mindset that they are ready to do business with you!
The Fix: You may need to be more direct in your advertising efforts, focusing on both informing and persuading people within first glance. Integrating some sales videos that highlight the benefit of what you offer and intensely pushing current promotions will give the clients a sense of urgency to act as fast as possible.
Turning your marketing strategy around
If you notice that one or more of these issues apply to your current situation, then there is no better time than the present to begin revamping your marketing plan.
Working with a professional marketing team can drastically increase the efficiency of your campaigns by driving customer conversions, maximizing ROI and reducing costs.