On a scale of 1-10 (1 = lowest, 10 = highest), how happy are you with the results your marketing produced for you this last quarter? If it’s anything below 7/10, do you know why your marketing wasn’t effective?
More importantly, do you know what to change in the next 90 days to improve your results?
At the start of a new year we all feel energised about the opportunities awaiting us and the dreams we will realise this year.
Sadly, no changes or improvements will happen in your business or life without:
- being more strategic about your decisions
- planning your approach
- being committed to executing the plan
- measuring and tweaking for better results.
“Without strategy, execution is aimless. Without execution, strategy is useless.”
~ MORRIS CHANG (CEO of TSMC)
Let’s look at how you can improve your results and make the most of your marketing without reinventing the wheel.
3 WAYS TO IMPROVE YOUR MARKETING RESULTS THIS QUARTER
KNOW WHAT WORKS
With a new year well under way, now is the time to dig into reassessing your business marketing strategy and really understand what worked well and what did not perform up to standard.
The key to marketing success is:
- knowing your customers
- using tactics that deliver results for your business
- mapping out your marketing 90 days in advance, and
- consistently executing and tweaking the plan as you go.
Having worked with hundreds of business owners, I find that too many businesses try their hand at a new shining marketing tactics without stopping to get all the facts or ask how it fits in with their existing strategy or their customers’ needs.
To make things worse, a lot of people choose marketing tactics using their ‘gut-feel’, they hardly ever track the results they get and they only try a tactic once or twice before letting it fall by the wayside.
Be smart about your marketing this year.
Reviewing your results and numbers monthly will lead to making smarter business decisions about where to spend your money, knowing what brings in sales and not being seduced by the latest trends because you know your customers and your business.
- List all the marketing activities you’ve done in the past 3-6 months
- Decide what worked well and list the reasons why it worked well
- Decide what didn’t work well and list the reasons why it didn’t work well
- Inspect the cost of every marketing campaign and the sales it generated
- Review your products and services, and marketing numbers – find a post with questions to ask yourself here.
These exercises will give you fact-based insights into what to repeat or enhance, and highlight poor-performing products, services and tactics that need to be retired.
Then create a 90-day Marketing Plan, outlining your marketing objectives and sales goals, and list 1-3 key marketing tactics that you’ll focus on for the next quarter.
Set up success criteria when you do the planning and put systems in place to track your results the next 90 days.
MAKE YOUR CUSTOMERS A PRIORITY
This sounds so obvious but if you look at the poor customer service we receive daily, I think it’s important to note that without customers there is NO business!
So make your customer the hero of the story this year and see how your business thrives.
Start by mapping out the typical journey your customer will take and who they will interact with at every point – from the moment they hear about your business until a sale is made.
The journey after the sale will be a separate process.
Review who truly is the ideal customer for you to work with and think about the problems you solve for them.
Every interaction or touch point with your customer is a marketing opportunity.
If your receptionist isn’t professional or knowledgeable enough about the business, start with training.
If your website isn’t mobile friendly, easy to navigate or invite people to leave their details and ask for quote, start making changes there first.
Review your customer’s journey when you do your 90-day marketing review to ensure continuous improvement and involve any staff in your review process. Two or more heads are always better than one.
ELIMINATE. SYSTEMATISE. AUTOMATE. DELEGATE.
Business owners want to better engage with their customers but they find they don’t have time to do it all. This is a sign that elimination, systemisation, automation and delegation is needed in your business.
The first step is to get rid of all recurring tasks currently being done in your business which does not help the business to function effectively. This could include ineffective use of email, several phone calls to set up a client meeting or too many steps in a process.
The second step is to document step-by-step how you currently handle tasks required for your business to function. For a detailed blog post about creating business systems, click here.
Once you understand your processes and know it can be automated, you can start thinking about specific tools or a machine to do the automation for you.
A simple task businesses automate is social media, using apps like HootSuite, Buffer or SmarterQueue to schedule updates ahead of time. Finding the right marketing technology for your business to engage with your customers on a regular basis, is a great long term investment.
Core areas to consider automating this year could include your:
- enquiries and quoting via your website
- social media posting
- email newsletters
- customer email follow-ups via systems like ActiveCampaign, ConvertKit, Ontraport or Infusionsoft.
The reason delegation is last is because you should only delegate tasks that have documented procedures, and only those that could not be eliminated or automated.
When handing over certain tasks to employees or virtual assistants be prepared to take the time to train them on how to execute each task successfully.
KEY QUESTIONS TO ASK:
// Which tasks/ activities that aren’t delivering results, can I completely eliminate from my marketing?
// Which marketing systems will give me the highest ROI in my business over the next 3 months?
// Which 3 routine tasks I can automate in my business? What technology or tools can I use?
// Which 3 tasks am I ready to start delegating right now?
LET ME KNOW:
Which of these three tips on improving your marketing results will work on first? Leave your comment below.
Author: ALICIA MENKVELD Creator of: BUSINESS CONFIDENCE ACADEMY Alicia Menkveld, an award-winning entrepreneur for the last 16 years, loves to travel and lived on three continents to date. She is an international speaker, author and a trusted adviser to successful business owners and leaders. Alicia is an authority on business strategy, mindset and effectiveness for individuals and teams. Design your business to live the life YOU want.