Whether it’s a blog, a home-based business or a bona fide limited company, you will need to harness the power of marketing. With a saturated industry, it’s impossible to stand out from the crowd without the likes of SEO and PPC. Plus, it’s not as if you need an agency to come up with a plan. Thanks to Google Analytics, all it takes is a bit of research to figure out which terms and phrases to bump.
That’s it then, right? No need to worry? Sadly, things do go wrong and strategies tank, leaving the platform in trouble. How you react next will determine your success or failure, which is why it’s essential to act quickly yet with caution. All it takes is one error and, poof – the hard work is down the toilet.
With that in mind, here are the steps you can take when you think the strategy isn’t going to plan.
Wait A Minute
What seems like a bad blueprint is actually your lack of knowledge and patience getting in the way. Everyone wants quick results, yet the truth is the average marketing method takes weeks to bear fruit. A tactic such as SEO is insidious and might not show the results you want for up to three months according to entrepreneur.com.
Although it feels as if you’re doing nothing, waiting is an excellent way to let the plan take form. If you’re unsure, allow the analytics software to guide you. Take the data and relate it to the levels before search engine optimisation was included. Even if it’s only a tiny increase, it’s a sign it’s working and will get better.
The trick is to understand which methods are quick and which are slow. PPC, for example, should start working within days. When it doesn’t, you need to think about using the tips underneath.
Speak Out
Often, advertising fails because it’s too similar to everything else on the market. Think about the kings of marketing – Guinness; Apple; McDonald’s; Coke – and you’ll remember some of their best ads. Everybody loves the big red train which rolls through with coca-cola at Christmas. What they do better than all of their rivals is to stand out from the crowd.
There’s no need to be divisive and to cause controversy; just think about the creative side of things. McDonald’s currently has an advert which markets their “taste” range. Showing how a little bit of something is better than a lot of it, the audience can relate to the message.
A fantastic tip is to focus on the things only your brand or company can say. That way, the ideas should be unique and won’t reference other brands’ material.
Remarket
Remarketing isn’t what entrepreneurs imagine it is when they hear the word. Nope, there is no need to rip up the rulebook and start again. Remember that evolution is better than revolution most of the time. The key is to retarget the customers with interest and get them back to the content which might make them make a purchase.
The power of remarketing is strong according to DigitalHitmen.com.au, with benefits ranging from a high ROI to cheaper targeting. Still, the browsers need to see the content again for this is to happen, which is why collecting cookies is important. Of course, it’s vital to stick to the laws of the country, especially Europe with their new data rules.
Another savvy move is to send out email blasts with old content and to gauge the response. Sometimes, a customer needs their brain stimulating, and an email does it without being pompous or invasive. Backlinks also work, so make sure your SEO is strong.
Test It
Testing with analytic software has already had a shout out, and rightly so because the programs are effective. However, there is more than one way to skin a cat. A/B tests are the prime examples as they define which elements work and which need dropping. Crazyegg.com has a guide for beginners if you’re interested.
The problem with A/B is the fact that it only tests one or two things at a time. As a result, it’s slow and plodding at times. Multivariate testing, as the name suggests, analyses a number of features at once. With this method, you can cut down on time it takes to figure out the effectiveness of your marketing.
And, there is an option to cut back financially.
There are plenty of options at your disposal. What you should never do is admit defeat. Instead, work hard, spot your mistakes and then eliminate them.
