Is your marketing doing its job?
Is all your marketing activity serving you?
By that I mean, when you look at your data can you see a benefit to your business of every channel you funnel time and energy into. Every social media platform, your email list, anywhere else you're showing up. Because here's the thing. If it's not doing a job - and doing it well - it's a waste of your time. And your time is precious.
Remember: we're not here for vanity metrics, we're here for business growth!
That's not to say that there needs to be a financial amount attributed to each channel but you should see the process working. It's tough to measure brand awareness, for instance, in the same way that you can see an ROI on a Meta ad campaign, but you should be able to see what that increased brand awareness leads to.
Case in point - I got an email from a newsletter I'm subscribed to last week that told me it was being discontinued. Why? Because the company regularly puts out a couple of different newsletters covering different topics, and they realised that this one wasn't working for them. It had been running for a long time, people were reading, they were seeing the paid upsell but they weren't converting into customers off the back of it. So they axed it and diverted that resource into activities with better conversion rates.
So, with that in mind...
If you do one thing this week, make it…. making sure that each element of your marketing has a purpose
Why?
Because you're passionate about your business and want to reach and convert the right decision-makers into clients. So being strategic with your marketing is going to save you a huge amount of time and energy. If you're anything like me - juggling growing a business with raising two young (sometimes feral) kids, you know that streamlining your activities so you get the most bang for your buck is a sanity-saver.
How?
Review every touchpoint you have with your prospective clients and if you're seeing a return off the back of it. If you're a creative agency, for instance, this could look like:
LinkedIn profile and posts > goal is to drive email sign ups
Leadership activity on LinkedIn > goal is to increase network and start conversations
Instagram > goal is to attract interest from junior talent
Lead magnet > goal is to drive email sign ups
Email > goal is to drive calls and messages
What now?
Now ask yourself some tough questions.
Is there anything you're doing that you're not seeing a result from? Is that because the audience profile or content isn't quite right and needs tweaking, e.g. do you know your ideal clients are on LinkedIn but your LinkedIn posts aren't calling out their pain points? Or is this actually the wrong platform for you based on everything you know about your ideal client?
If it's the former, time to get back to basics and review who you're trying to reach and the solution you offer to their challenges. If it's the latter, could you pause activity and better spend your time elsewhere?
With the above example, for instance, would it make sense to review whether it's worth spending time on Instagram if your clients are on LinkedIn and you can advertise for new hires there instead?
Streamline to thrive my friends 💪
Any questions? Drop me a DM, I'd love to chat.
See you on the socials,
Alex