You may have wiped down your cubicle and thrown out some old papers, but your office might not be as clean as you think it is. We suspect that your marketing materials just might need a thorough scrubbing too. Roll up your sleeves and take our quick three-question eval, because as we all know, awareness is the first step to solving any problem.
Do You Have Old Marketing Content Lying Around?
Is your marketing department cluttered with emails, white papers, print ads and direct mail pieces galore? Don’t get us wrong — there’s nothing wrong with having a large inventory of content. But the value of content shouldn't be determined by sheer volume. Instead, base your marketing decisions on how much profit your campaigns directly generate for your business and the level of impressions they have on your consumers.
What to do about it.
Segment your audience into personas and determine which content is appropriate for your audience’s demographic at each stage of the sales cycle. If you find none of your content is not quite right for a particular audience, start fresh and create a campaign that appeals to your consumers’ interests.
Bonus tip: You've heard the saying "Do more with less." (That's exactly what we're doing here.) See if you have any content that just needs a bit a sprucing up and let it have its second life.
Is Your Data Disorganized?
Organic search ranking.
Page views per visit.
Email open rates.
White paper downloads.
Returning site visits.
So many metrics, so little time.
Unfortunately, with the volume of data available, it’s easy to get overwhelmed. That’s why only 0.5 percent of the world’s data is actually being analyzed and 70 percent of useful data is not being taken advantage of.
What to do about it.
First determine what metrics you’ll use to gauge your success. For example, if your business offers a top-tier service or high-value product that’s commonly found online, it’s likely that prospects who are serious about buying will call your business directly for more information. In that case, search terms that lead to calls would be an important metric to track.
Then determine your top metrics (no more than five) and create a dashboard that allows you to track your marketing success. ClickPath even has a built-in dashboard (shown above) and yields organized reports that help you quickly evaluate your campaign performance. As you develop your analytics process, you can evaluate the success of the marketing campaigns you decided to keep and any new ones you decided to create.
Bonus tip: With the right metrics in place, you can make those marketing dollars work in your favor. For more strategies on making your money work for you, download our e-book "Five Ways to Get the Best BANG for Your Marketing Buck."
Are Your Customer Interactions Cluttered?
Feeling a little overwhelmed? You’re not alone.
When prospects are hit with a barrage of marketing, they’re confused as to who you are and what you’re asking of them. Their first reaction is to shut down, hit unsubscribe and add their number to the Do Not Call list.
When your message or marketing is cluttered, your customers don’t know who you are as a company or what you want them to do.
What to do about it.
Follow the KISS principle. (For those of you unfamiliar with this principle, it stands for "Keep It Simple Stupid.") When you deliver marketing messages that are consistent, targeted to your audience’s interests and needs and have a clear call-to-action, people are willing to listen to what you have to say. Through analytics, you’ll be able to assess what your consumers’ sweet spots are, and before you know it they’ll be on speaking terms with you again.
Bonus tip: Forbes backed us up on the whole keeping things simple thing. We love this tidbit of advice from Americana Group CMO Nadeem Khourshid: "Keep it simple, streamline the innovation pipeline and focus on excellently executing one or two big business objectives to drive growth in 2014."
If you suspect that your marketing needs a deep cleanse, start by getting your campaigns organized, put some analytics in place and begin improving the lines of communication with your customers.