3 steps to make your marketing more effective for the rest of the year...
We’re almost half way through the year… how did that happen?
I had a freaky moment this week when I realised that we were almost halfway through 2019 and I’m nowhere near being where I had planned to be. Sound familiar?
I think the whole uncertainty over Brexit is holding a lot of small businesses back. Consumers are certainly spending less, and I have clients who have contracts signed and sealed but are finding the start date of their projects on hold.
So where does that leave us? Clearly doing nothing is not an option, so my advice is to get a bit smarter about targeting. For those of you who know me, you’ll know that I’m always banging on about targeting and ‘specifics’. When times are a bit tougher than usual, general marketing messages are pretty much useless.
So, if you need or want to up your game for the second half of 2019, here’s what I suggest.
One: If you don’t have a marketing strategy/plan for the rest of the year, get one!
This doesn’t have to be a big fandango. The important thing is that every penny you spend, and every minute of time you invest should be nudging you towards the sale or whatever your primary goal might be. And if you don’t know what your goals are, start there!
I can probably sort you out in a few hours - so get in touch if you are struggling or just want someone to sort it out for you. Click here for details.
If you want to do it yourself, here’s a good article from Forbes magazine.
Two: Analyse and measure what’s been happening in your marketing so far this year
There are some key questions you should be asking…
Where has each new customer this year come from?
Are you attracting the kind of clients you want? If you are attracting the wrong clients (e.g. people who want a bargain when you want to be perceived as ‘high-end’), you may need to look at your marketing messages and the copy you are creating because clearly people are getting the wrong end of the stick.
How much did it cost you to get those clients (so if you spent £1000 on Google ads to get 2 new clients who each spent £500 with you, you’ve got a serious problem).
What were your highest performing social media posts? Stop doing the the worst performing type, and do more of the high performing type. Don’t waste time creating content that no-one is interested in.
What’s happening on your Google analytics for your website? Where is the traffic coming from? So if you’re putting all your efforts into Instagram, and your analytics tell you that Linked in is sending you the most traffic, you need to re-think where to focus your social media time.
There are loads of other questions to ask, but if you start with these, you should get a good indication of what’s going on.
Three: Based on what you’ve learned from your data, combined with your goals for the rest of the year, work out what you want.
Set some revenue targets
Clarify what kind of clients you want to attract (we need specifics here, no more generalisations)
Clarify what messages you want to get across
If you can do these three steps, chances are you’ll see a marked improvement in your marketing results.
See you next time