🤷♂️ We Missed The Point…..
In our work with clients, I get exposed to the reports, documents, and strategies generated by a variety of marketing teams.
There’s a theme that started to bug me.
When we’re not careful, I can even see this theme in our own client reporting.
It’s a fear that haunts me in every client meeting.
What if we miss the important things?
Marketing isn’t incredibly complex.
It’s not easy. But it’s not complex.
In fact, I’ll give you the framework to fix your marketing right now.
Marketing is about:
- Getting the right product…
- And the right message…
- In front of the right audience…
- As often as possible…
- And make it easy for them to act.
That’s it.
Team members and agencies tend to be good at certain parts of this chain.
Creative agencies tend to be good at getting an entertaining message and making it easy to act.
Many “data” focused agencies can find the right audience. They can do complex audience targeting and segmentation.
Big media agencies are really good at the “as often as possible”. They buy thousands (or even millions) of dollars in ads to get in front of their audience. And by sheer dollars, they get in front of them often.
But the system only works when every part is working.
The company has to have a good product. Crappy products sell for a little bit, but then they don’t. No one is buying DVD rewinders.
The message has to connect with the users. It has to invoke emotion and drive action.
You have to get in front of the right audience. 70-year-old retired single men aren’t the audience for child car seats.
They have to see the message often. One time probably isn’t enough
And they have to be able to buy easily. If your shopping cart or form is broken, you’re dumping money down the drain.
That’s it.
Every time a campaign isn’t going well, the problem is in one of those five areas.
Anything that doesn’t further our success or learning in those five areas is not important.
Finding out where it’s broken and fixing it is our job.
And that’s the hard part. Finding the holes. And figuring out how to fix them.
If your marketing isn’t working now, the problem is in one (or many) of these areas.
I’ve just given you the framework to begin fixing it.
Your Move.
P.S. Data is one of the tools to help you determine what’s important. If you want a course to help you learn how to use data to determine how each step is working, you should check out our Google Analytics Course.
