If you’re looking to improve your marketing performance, it’s safe to say you’re not getting the results you want. Let’s have a look at how you can get the results you want and improve your marketing performance.
There are a number of stages to this process
Know exactly what is and isn’t working
When people say to us that their marketing isn’t working, it’s rare that they are able to say exactly what isn’t working. Is it their social media marketing or their email marketing? Is it their networking or trade shows? It is unlikely that everything isn’t working, but without knowing what is and what isn’t, you cannot take any action to improve your marketing performance.
Continue doing what is working – it pays the bills
You cant stop marketing while you work out what is the right marketing strategy for your business, but you can stop what isn’t working and carry on what is. By doing this, you instantly improve your marketing performance. It also means you continue to get a flow of leads into the business, albeit not as many as you would like.
Identify exactly who you want to sell to
Is your marketing attracting the clients you want to sell to? If not, it’s probably because you’re not being specific enough in your marketing so that you attract the people you want to talk to. There is nothing wrong with working with a range of different clients, but you shouldn’t go chasing everybody because you don’t have the time or the money.
How can you measure your marketing performance without having targets to measure against? If you want to improve your marketing performance, you need a set of targets that will show the progress you’re making. Targets such as web traffic, leads and sales will clearly show how your marketing is improving.
Identify what issues they need to resolve
The days when you simply said “we sell a widget” and people come a-running are long gone. Your prospects want to know how what you sell is going to help solve an issue they have. That could be as complex as meeting FCA compliance requirements or as simple as providing new laptops for their staff. Whatever it is, they expect to help them.
Develop messaging that shows how you can help
Whatever marketing channels you use to improve your marketing performance, you need a set of core marketing messages that will help you improve your marketing performance. Messages that demonstrate you understand them, their issues and what they are looking to achieve will help them believe you can help.
Gather evidence that proves you can deliver
There’s a difference between talking the talk and walking the walk. Your target audience needs to see proof you can deliver on your promises.
Testimonials, case studies, reviews and ratings are all really useful in helping someone believe you can help them. If the evidence is from their peers, their level of perceived risk will drop even further.
Develop and agree a marketing strategy you believe will work
There are many things that go into developing a successful marketing strategy: skills, time and budgets. You will have your opinions about what you believe will, and won’t work and you need to believe that the strategy uses the right balance…
- Skills can be sourced from within your business or externally
- Time – the skills may be there, but if those staff don’t have time, it needs to be sourced elsewhere
- Budget – (you have to pay for everything)
We believe that combining the knowledge, expertise and opinions from SME Needs and our clients is the best way to develop a marketing strategy that both parties buy into and believe will succeed.
Gather the resources and skills you need to deliver
As referred to earlier, the marketing skills needed to implement your plan, to improve your marketing performance, need to be sourced from somewhere. If they aren’t available from within your business, where will they come from? Two options:
- From third parties you know and trust
- From your marketing consultants
Our approach is one of finding the right people from within our network, or from within yours. Of course, we can do a lot of what is needed, but we’ll never attempt to build you a website or get your marketing content into the press. Our partners have the right skills and so we bring them in and manage them on your behalf.
Implement the plan
Once you have a plan that you’re agreed upon, it’s time to implement that plan. There’s little point in investing time and money on developing it, if you don’t then do it! Hopefully you will see the improvement in your marketing performance you are looking for.
Measure, adapt, go again
As you go, you need to measure your marketing performance. Is it improving? What is improving and what isn’t delivering? By measuring your performance, you get the information you need to make further adaptations to your marketing to develop a process of continuous marketing improvement.
We hope this helps
If you need a hand with improving your marketing performance, give us a call on 020 8634 5911 or click here and we’ll call you.