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When Your Marketing Isn‘t Hitting the Mark! What to do!

In our last edition, we looked at Marketing that’s hitting the mark! 

But what to do when your Marketing efforts aren’t paying dividends? 

There can be several causes, including being focused on one lane (tunnel vision), your strategy lacking a clear purpose, or content clarity.  

What to do? 

It takes a series of steps, actions, and asking the right questions. Consider these 7 Tips! 

  1. Do you have a Strategy? Planned, structured with purpose, or are you simply flying by the seat of your pants, tactic-driven and responding as you go along? Yes? That is reactive behaviour, marketing lacking strategic investment or direction. Answer: Watch out for How to Develop a Marketing Strategy that Works. 

     

  1. Unpack Existing Strategy. Strip it back, clarify content and restructure. Review your target audience, refine your key messaging, analyse data and focus on channels that deliver the best results. For example, using marketing analytics to track performance and make any necessary adjustments.  

  1. Pinpoint the Problem. Don’t assume the whole campaign has failed. Pinpoint where your marketing isn’t effective and address the issue. For example, do you have a clear customer journey? A follow-up system that turns attention, hits, into sales? 

  1. Keep Messaging Simple. Avoid being too gimmicky or clever, with a features list punctuated by buzzwords and jargon. You will confuse and lose your customers.  Your messaging should focus entirely on the problem your audience is facing and the solution you offer. This builds emotional connections with clear benefits. 

  1. Engage with the right channels. By that, I mean interact with the platforms where your ideal customers are spending their time. Avoid stretching yourself too thin and focus on the channels that generate the best investment.  

  1. Communicate with your Customers. Have meaningful conversations with your customers and Team, don't rely solely on dashboards. Generate a Customer survey, ask for feedback and act on it. Ask your Team what questions and topics they most often hear and direct your marketing towards those. 

  1. Try something new. This doesn’t have to be a major strategy overhaul; simply try something different. A new headline, podcast, or video. For example, your traditional Facebook efforts are not working. Look at what’s trending in marketing and advertising. Animated characters, animal images, and creative thinking are popular approaches.  

Going forward, look for our article ‘How to Develop a Marketing Strategy that Works’.