What To Do If Your Marketing Fails
Marketing is a vital part of running a business – assuming you want to be successful, which every business owner is going to want to be – but it can also be very unpredictable, so even the very best plans might not work out in the way you hoped, and your marketing can fail. That’s a big issue because you’ll have spent money on setting up your campaign and time putting it together, not to mention the fact that a failed marketing campaign could even negatively impact your reputation.
However, if your marketing has failed (or is failing right now), you don’t have time to sit and worry about it – you need to take action as quickly as possible. The faster you do something, the less damage your problematic marketing campaign will be, and you can set off on a new course quickly and smoothly. With that in mind, here are some of the things to do if your marketing fails.
Test And Measure
The most important part of any marketing campaign (other than the idea itself, of course) is testing and measuring it once it’s live. If you don’t measure how well it’s performing, you’re not going to have any idea it’s not working until you look at your profits or until a customer tells you, and by then, it’s going to have caused a lot of damage.
Every time you launch a new marketing campaign, you must have procedures in place to test how it’s doing and measure its impact – the good news is a lot of the time, this can be done using software that measures everything for you, but it’s also a good idea to ask customers where they saw your ad, for example, and see how many people it’s drawing in.
By accurately measuring how well your campaign is doing, you’ll instantly be able to see whether or not it’s generating any sales, and if it’s not, you can make changes quickly, limiting the problem. If it’s working, you can keep things on track, knowing that you’ve made the right choice.
Get Customer Feedback
Customer feedback is always important, but when something’s clearly going wrong, that feedback is essential – it’s going to tell you exactly what it is about your marketing campaign that people don’t like or resonate with, which means you can ensure that it’s different in your next campaign.
Reach out to your customers with emails, surveys, and on social media to get to the bottom of the issue, and look at any feedback you might have had in the past that talks about your marketing. If it’s really bad, someone will have mentioned it when they contacted you. If it’s not too bad but just not really attracting the customers you want, then the surveys and other ideas will let you know – ask if people have seen the ads and what they thought of them, and you’ll start to understand what the issue is.
Marketing can fail for a number of reasons, such as being on the wrong platforms or talking to the wrong target market (or no target market at all), and until you know what the issue is, you’re not going to be able to fix it.
Look At Your Competitors
There’s one thing to know about marketing; you can’t steal ideas from your competitors. If you do, your customers are going to notice and either get confused or just feel that you’re not playing fair – either way, it’s off-putting. In fact, even if they don’t mind that you’re marketing in a very similar way to someone else, they might make a genuine mistake and buy from the wrong company because they can’t tell the difference. Then there’s the fact that you might be leading yourself into copyright territory, which could take you to court and be expensive and disruptive. All in all, it’s better to come up with fresh, new ideas when it comes to advertising your business.
However… that doesn’t mean you can’t take some inspiration from your competitors and use their marketing as a good foundation for yours. Think about what strategies your competitors are using that seems to actually be resonating with their target market – perhaps they’re using humor, or they’re telling a story, or maybe they’re focusing on just one product and making all their marketing revolve around that. What social media platforms are they using, and which ones get the most interaction? If you can learn as much as possible from what your competition is doing and use that information to come up with a new marketing campaign, you’ll have all the ingredients to switch your negative marketing into positive marketing.
While it’s definitely possible to do your own marketing, it’s not always a good idea. If you’re not an expert and you don’t know how to craft a fantastic marketing campaign for your audience (or even work out who your audience is), then you might find that whatever you do, no matter how hard you work on it, just doesn’t come off and doesn’t bring you the sales and new customers you were looking for.
That’s why it’s often best to invest in digital marketing services from experts rather than trying to do it all yourself. Not only will this save you a lot of time and effort, but you’ll also end up with a great marketing campaign that actually does what it’s meant to do. After all, when professionals are involved, they can use all their knowledge and experience to craft the right digital marketing solutions and ensure they convert.
This option means you have to spend money, and that’s not always an easy thing for a business owner to decide on, especially with a tight budget. However, if you find the right professionals to help you, your marketing campaign will bring in more money than you spent, so it’s absolutely worthwhile. They say you have to spend money to make money, and when it comes to marketing, that’s exactly the right attitude to have.