Marketing is something businesses – that operate both online and offline – need and want. Sadly, very few are willing to pay for good marketing. Very few companies see that there’s value in a marketing campaign; others however, wrongfully assume they can do it all by themselves. Building a strategic plan is the key to nurturing effective marketing. Lack of knowledge and marketing awareness often leads to poor sales and zero recognition. Why is your strategy inefficient, and what should you do to improve it? The following 5 reasons might be cause of your business’s poor leads.
1. Marketing “on hold”
If you want your marketing strategy to work, you shouldn’t put it “on hold”. Studies show that when you stop or pause a marketing campaign, it takes an average of 9 months to resume where you left off. Consistency is paramount! Keep a steady prospect stream and take good care of your sales team. It is important to close deals consistently, as this helps balance team capacity with your return on investment (ROI). Don’t assume that because of a slow-paced economy, people won’t buy and it might be a good idea to “pause” your marketing campaign. This doesn’t just fuel the competition’s pipeline but makes your company fade away in the eyes of those that used to be your customers.
2. No strategy, no coherency
The marketing strategy of a company must be closely related to its brand and goals. When you craft a tactic, your team’s core goal should be to help grow a healthy, fluid campaign. The job of a marketing team is to implement the owner’s vision into an effective strategy. Failure to do this automatically decreases interest, and at the end of the year, your return on investment (ROI) won’t be satisfactory. In case you’ve seen a decline in interest, it might be because your marketing campaign is not cohesive enough.
3. Failure to differentiate yourself from the competition
Potential customers often compare products before buying them. They like to perform evaluations and read reviews to make sure they’re making the right choice. However, if you haven’t managed to set yourself and your brand apart from the competition, your whole business model is compromised. Failure to make a difference is the number one reason marketing campaigns don’t work. It’s useless to brag about having the best people work for you if you can’t prove and explain that in layman’s terms. Perception is king in the world of marketing! How does the world see you and your brand? Figure that out and your marketing campaign will thrive.
4. Failure to allocate required resources
Marketing needs time, money, effort and resources to succeed. Lots of companies today don’t pay attention to these requirements. A comprehensive marketing campaign only works if you implement the right strategy. It’s a huge mistake to outsource resources because you need an expert that understands your business goals, brand, competition, buyers, visitors, and employees. There’s no point in hiring a single person to handle marketing; pay that person a lot of money, and have nothing left for demand generation.
5. SEO invisibility
The importance of SEO in business has been disputed repeatedly. Being invisible in the online environment is yet another reason why your marketing strategy doesn’t work. First impressions matter a lot to Google, so it might be a good idea to optimize your website for SEO. Search engines value great content, don’t forget that! Too many companies today buy cheap content in huge quantities because they believe quantity prevails. It doesn’t! Focus on good writing. Hire people that can understand your business goals, and make sure your website is filled with articles, infographics, videos, and statistical analyses that add value to your whole business mantra.
The power of marketing for business is indisputable. If you want your business to thrive, a good marketing strategy matters the most. Whether you’re implementing direct marketing distribution into your campaign or you’d rather focus more on SEO, it is important to have crystal-clear requirements from the very beginning. This will help your team develop the best strategies. Do you feel your marketing strategy is ineffective? Take action. Do you want people to buy your products? Be present, both online and offline.