Reviewing wHAT’s worked

“So I guess the fortune teller’s right. I should have seen just what was there. And not some holy light.”

Post it and they will come. You wish!
No-one wakes up and instinctively thinks to visit your new website, read your blog, talk to you on social media. You have to make it happen…

And in reality, not everything works.

One of the joys of being a marketer is figuring out what does/doesn’t work so you can fix it.

Define success
Right back at the beginning, we created a marketing strategy and in this marketing strategy you should have written some objectives.

Now, my training dictates that these should be SMART (specific, measurable, accurate, achievable and timely), but the wise old experienced me knows that in reality it’s often a bigger vision of success. So, the business might

need to hit £5m turnover, but in terms of what that looks like in the business, it could be clients registering 70% NPS, or getting a front page headline in CIO Magazine.

Ask yourself, what does success actually look like?

When you know what your picture of success looks like, you can select the right key performance indicators to measure.

It’s incredible that we’re heading into the 4th industrial revolution where the world is all about being digital. But this means that every system we operate is producing vast quantities of data and 101 different reporting metrics.

Take Google Analytics for example. It’s going to tell you the number of visitors to your site, the number of unique visitors, number of pages visited, bounce rate, average time spent on the site…

So what? What action are you going to take as a result of knowing that information? If the answer is ‘nothing’, why bother measuring it?

If you know that success is a front-page headline in CIO Magazine, then that’s what you track – anything else simply distracts from your purpose.

Ooh, this is the really fun bit!

What if…I turned up on someone’s doorstep with cake to present my value proposition?*

What if…I posted biscuits and coffee to the people I really want to work with?*

What if…I wrote a book to teach my clients how to write their own blogs?*

I like to think about marketing as being permission to fail, because it’s all about having the ability to try
something new and learning from your mistakes so that next time you do it better.

If you write an article that’s topical and you know should resonate with the audience (Doug!), but it only gets 10 views, why not:

• Test a different headline?
• Optimise it for a different keyword?
• Promote it on a different social platform?
• Re-spin it to come at the topic from a different angle?
• Re-purpose it into a more valuable piece of content, like a guide?

As long as you define what success looks like for that piece of content, and then measure the performance, it will tell you what to test and tweak.

  • Note: I have tried all of these things in my business!

Leave wiggle room

I worked with a marketing agency once that had a lot of charity clients. In the charity sector it’s all about securing donations and they worked off the model that 70% of your promotional budget should go into the tried and tested tactics that you know work, and the remaining 30% should be spent on trying something completely new.

You should try it.

In the digital era, things are changing so quickly so you can’t afford to sit back and trust that what’s always worked for your business in the past will continue to work for you in the future.

When you’re planning your marketing activities for each quarter, think about something new you could try.
Perhaps it’s pitching a case study to a publication to see if you can secure that headline in CIO Magazine, or throwing £5k at promoted Tweets, sending locked boxes of goodies to companies you really want to work with, or turning your existing articles into an ebook…

The possibilities are endless, so try something new and see what impact it has on your business.