Marketing is important to business success, but when your marketing efforts are not producing results you expect, what do you do? You spend time and money publishing ads, doing social media, or sending emails, but your leads aren’t converting and your revenues aren’t increasing. In these situations, the issue is not necessarily the messaging (although it can be); more consistently, missing a structured approach based on data is often the real culprit.

Why Marketing Fails

Most businesses struggle with successful marketing because the marketing fails to:

  • Have a strategy – When someone jumps to doing social media or running an ad with no strategic framework (or lack of goal for the given campaign), it’s contributes to sporadic outcomes.
  • A lack of data – If you don’t report on key performance indicators (KPI’s) – there is no data to make informed decision on how to improve the deliverables of the campaigns.
  • Trying to figure it out – Done correctly, marketing takes a lot of experience, and inexperience can lead to costly mistakes and missed opportunities.

Using Structured Campaigns to Ensure Success

At a high level, successful marketing does not require luck or guess work; successful marketing requires a structured and strategic approach.

It involves creating a series of activities and advertisements that work together towards a single goal.

When using a structured campaign, you develop campaigns based on a framework that are:

  • Goal Setting – Established goals for the campaign (e.g. brand awareness, leads, sales).
  • Audience Targeting – Identified and segmented audience – reaching your ideal customer(s).
  • Content and Channels used – Choosing the platforms available / messaging for the appropriate channel and audience responsibilities at each stage of the buyer’s journey.
  • Testing and Optimisation – Measuring results and making inferences based on the data available.

Working With the Right Partner

Not every business has the capacity or experience to run high performing campaigns in-house. A strategic marketing partner can help with that. An agency provides you with benefits of experience of a professional team that will provide:

  • Experience – The right strategies that have worked in your industry.
  • Efficiency – Quicker execution, and plenty of lessons learnt to avoid costly mistakes.
  • Scalability – Someone to help scale your campaigns with revenue to match your business growth.

If your marketing isn’t working or not working well enough to keep you happy, maybe it’s time to reassess your overall marketing approach. Whether you need help defining a structured approach (strategy) or need a partner with experience to get it done, structured campaigns are the key way to turn marketing efforts into revenues.

Are you struggling with inconsistently achieving results? If so, give us a call – S2B Group does structured marketing driven by data, we help businesses like yours to succeed.