We live in an ever-growing noisy digital world. Thanks to social media and increases in online advertising our attention, and worse yet, the attention of our target market is getting smaller and smaller.
With the landscape changing rapidly many companies are left bewildered and continue to struggle to embrace the change to produce the results through online advertising they are in search of.
Today we are going to take a look at three specific reasons why your marketing isn’t producing the results you are looking for.
There are literally thousands of advertising opportunities out there. Every major site on the World Wide Web gives the opportunity to advertise with them. Ad networks seem to pop-up daily.
The opportunities are plenty. The question is what opportunities to present your message are the right fit for you and your company?
For many companies, they feel they need to be everywhere in order to produce significant results.
They cast a wide net and because they are “out there” they feel they are doing a good job.
Being everywhere and trying to be everything to everyone is not smart and can lead to a dramatic reduction in results not to mention a huge waste in precious advertising budget.
Take a good long look at who your ideal customers are and narrow down where you advertise to the areas your customers are going to be most. Where do they hang out?
This leads me to my next point and that is attributing what is producing the most results.
It’s one thing to advertise it is another to actually attribute which sales are being produced by which ads and efforts.
A big area of struggle, believe it or not, is tracking. Basically finding which ads, keywords, landing pages, upsell pages, etc. produce the majority of the results.
Not tracking effectively can mean certain death for a business. Without tracking you can’t know the metrics that drive your business such as AOV (average order value), EPC (earnings per click) and CPC (cost per click). Without measurement, you are most certainly losing money and quite possibly wasting money on ineffective advertising efforts.
Once you know your metrics you can better control the results and apply the 80/20 rule, also known as the Pareto principle meaning that 80% of the results come from 20% of the effort, to make campaigns more profitable and effective.
Once you have your target narrowed down and you know your numbers it is time to add the rocket fuel.
Optimization is the piece of the marketing pie that is overlooked most and those companies that don’t do it are leaving a ton of money on the table.
Optimization allows you to not only produce better results but also discover hidden profit potential and find out more about your target market so you can better deliver your product or service.
Strategic optimization is the only way to measure the effectiveness of certain elements of marketing campaigns to produce more leads and sales.
If you aren’t doing this step I can almost guarantee you are losing money.
So there you have it… three reasons why your marketing isn’t producing the results you want.
Don’t just cast a wide net and take advantage of every advertising opportunity out there. Find where your ideal customers are and advertise there. Make sure you are tracking your sales and can attribute which mediums are producing the best results, cut the losers, and scale up.
Lastly, make sure you are applying even the most basic of optimization strategies to your business if you want to get and keep a competitive advantage.
Written by Justin Christianson
Justin is a 14 year digital marketing veteran and #1 Bestselling author of Conversion Fanatic: How to double your customers, sales and profits with A/B testing. He is also the co-founder and President of Conversion Fanatics, a full service conversion rate optimization company which helps companies get more out of their digital traffic efforts.