I am a PPC veteran. This and a buck fifty might get me a cup of coffee. The online marketing and social media landscape changes so rapidly that you can be an expert in something in six months and a dinosaur in 10 seconds.
In an effort to promote my business as a marketing coach I am running a small test campaign LinkedIn Direct Ads geo-targeted to small business owners in my local area. This pool is very small (about 1000 LinkedIn members).
Clearly defining your goal before begin any marketing campaign is critical. I have two:
- Gain more readers for this blog
- Find additional clients for my coaching and consulting business
Four ad variations, four headlines and two images are being tested in this campaign. It has been up for about 24 hours and three of the four ad variations have about 250 impressions each- so far no clicks. I just added the fourth variation based on my results to date. At some point I will review my campaign and revise where needed. The method of review and revise for all types of marketing campaigns is a key element for success.
As I mentioned my CTR (click through rate) is currently zero. Here are some potential reasons why this is the case. Part of my review and revise methodology is to look at this list and determine what fits given all the factors involved.
Some possible reasons could be:
- My ads are not compelling enough to illicit the desired response
- My audience pool is too small
- LinkedIn is not the right advertising venue for my services
- The campaign has not had enough time for my audience to feel compelled to click through
- A combination of any of these reasons
- A multitude of other reasons
As a PPC veteran I am very aware that there are many reasons why a campaign might succeed or fail. Sometimes it is about trial and error. It helps when you have an experienced marketing professional who can coach you along the way. If you are the coach you had better take your own advice.
I’ll keep you posted…
Not every marketing coach or firm is a good fit for every client. As a small business owner it is important to look for a marketing professional who has marketing experience. More importantly, however, is to find a competent professional with whom you have “synergy”. An overused word, yes, but an effective description nonetheless.
If you cannot get “on the same page” with your marketing team (internal or external) chances are you will not have an effective marketing strategy in the end.
A key element in the planning and execution of an effective marketing strategy or campaign is communication. If your marketing coach cannot communicate well with you then how will they communicate well with your audience?
Ask yourself these questions to see if you and your marketing coach are on the same page:
- Is he or she asking questions about your business? (this is basic stuff)
- Is he or she asking what your passions are? Are you asked about what drives you to do what you do?
- Is he or she actually listening to your answers or just spouting off “solutions” before understanding the entire picture of your organization?
- Is he or she communicating with you during the process (during building of the strategy or during campaigns)?
- Add your questions here…
There are many more questions that can be added to the list. The point is that your campaigns can be wildly successful if you have a marketing coach who understands you and your company and keeps the lines of communication flowing in both directions.
Looking for synergy…
Marketing and advertising can be difficult to measure. Especially campaigns designed to increase awareness for a brand. However, there are success metrics that every company can put in place to help determine the ROI. If you are not measuring your marketing efforts in at least come way then you might as well open the trash can and just throw the money you are spending directly into it.
Marketing is part art and part science. Both parts are necessary. A key element to an effective marketing strategy is measurement. Here is a brief overview of my process for measuring success of a campaign.
- Create the campaign plan (many steps in this process not being discussed here today)
- Include how you plan to measure the success of that campaign
- Review the campaign success during the campaign whenever possible
- Revise the campaign strategy if it is not meeting the success criteria
- Or revise the strategy for the next time
The point is the review and revise method can save countless dollars spent and time wasted on ineffective strategies that do not yield the desired results.
Mini Case Sudy: This morning I was talking to a business consultant who said he had a client that was spending $30k/year on a certain type of advertising. He just assumed it was bringing him business. He began to really look at where his business was coming from and none of it was coming from the advertising investment. This is an extreme example of what can happen if your organization does not have success metrics in place and a lesson we can all take to heart.
If you need help in figuring out ways to measure the success of your marketing efforts talk to a marketing professional who can coach you through the process.