Marketing is not an exact science, and it's usually a fairly major slice of your business costs. So if you're not getting the results you want, you need to do something about it, and fast. The great thing about marketing online is that you can measure and change everything, as often as you like. You just need to know what questions to ask.
A friend rang me last week in a bit of a panic. She has recently launched a new venture and needs a minimum number of sales by a set deadline which is fast approaching. Sales aren't coming in as quickly as she would like and her marketing agency keeps telling her to trust them because it is all in hand. Now, that may be a fact and it probably is all under control, but she is beginning to lose faith because she isn't getting the answers she wants. So what she needs to do is start asking specific questions so that she can find out what's happening, why sales aren't coming in and what they are going to do about it. If you find yourself in a similar situation, here are the questions to ask.
Are the Expectations Realistic?
Do you know how many sales you need? Do you know how many leads you need in order to convert that target number? Do you know how many website visitors you need to attract in order to generate that many leads? Without those targets in the first place it's difficult to figure out where the probem is. Try our lead generation calculator to help you crunch the numbers and set the goals for your campaign.
Are you Attracting Enough Attention?
If you know how many visitors you need to attract to your website, the first question to ask is... are you getting enough? It's not easy and you need to use a number of different channels to drive traffic through to your website. If you are relying on search engines, you need patience as it takes several months for Google to pick up on a new website and plenty of relevant content for it to stand a chance of appearing on the first pages of any search engine. If you're using social media then keep checking what's working best and do more of it. If you are using adwords or Facebook ads or other online advertising, you have instant feedback on the number of clicks your adverts are generating and so you can keep adjusting them to get the maximum impact.
Is the Budget Big Enough?
It's always a mixture of quality and quantity, but sometimes you just need to spend more (money or time). If you need more traffic in a hurry, it tends to be a case of upping the advertising budget. More content doesn't do any harm either. According to HubSpot, marketers who have prioritized blogging are 13x more likely to enjoy positive ROI.
Is your Website Converting?
If you are getting enough visitors to your website but you're not getting enough leads, then you need to look at why your website is not converting visitors to leads. Make sure you have analytics installed and study the statistics. Firstly, look at where your visitors are arriving. Is that page set up to drive visitors towards a sale? A great landing page will give exactly the information the visitor is looking for and encourage them to do something else to move them down the path to buying from you. This is a crucial part of Inbound Marketing and is how you generate leads. Try changing your landing page to make it work harder.
Are you Rushing your Leads?
Depending on the type of product or service you provide, the decision making process can be quite lengthy. Just because someone has downloaded your brochure, it doesn't mean they are ready to buy. If it's a new idea, a big investment or if the decision involves more than one person, you may need to provide a number of pieces of content to convince them to sign up. Research into how your audience makes this type of decision will help to make sure you provide the right sort of information at the right time.
There are plenty of reasons why your marketing activities might not deliver the results you expect, but by keeping communicating, keeping measuring and asking the right questions, you can quickly change what's not working in order to improve the outcome.