article | February 25, 2015
How to Get Your Struggling Marketing Campaign Back On Track
Your marketing campaign launched later than planned, but expectations remained high. Now there are troubling signs the campaign is in danger of missing its number. Lower than anticipated returns from the selected channels make you wonder what’s happening.
You have to decide between moving forward or making changes. The sales leader and CEO are looking for results. How do you explain either choice without looking like you’ve lost control?
An idea that looked great on paper may fall short in reality. Yet it’s possible to make course corrections and achieve positive results. There are steps to implement as part of an agile marketing strategy. Take control, get on track, and acquire quality leads.
2 Key Points of Assessment
If you’re scrambling to fix detail after detail after a campaign launch, pause. Step back to survey where the weaknesses lie. Here are ways to identify what’s under-performing and why.
A marketing message unifies a campaign. Assess the message:
Is there an accurate profile and understanding of the buyer’s persona?
Are we targeting the buyer’s needs or our own?
Is the main idea and call to action clear?
Is the message reinforced across channels and does it stand out?
More buyers are using mobile phones and tablets to make their purchasing decisions. Our article, Is Your Marketing Message Just Noise?, shows why the message is critical.
Now, assess capabilities:
Were the marketing assets developed with the best talent possible?
Was there an attempt to reach an audience across too many channels?
How active is the buyer in the selected marketing channels?
Does the scope of the campaign exceed the team’s ability to support it?
Trying to succeed across all channels is only possible with the proper resources. Be honest with the capabilities available to you. Don’t spread yourself thin and get moderate returns. Instead, simplify your efforts. Focus on channels where you’re most likely to generate quality leads.
Know what a positive outcome looks like. Look for these success indicators:
A well-executed campaign has clearly defined parameters for success.
Content is being shared and audience members engage with the message.
A valuable offer is made. Every offer has Godfather appeal—an offer too good to refuse.
On-going reports identify progress or show where changes must be made.
The campaign results in sales ready leads.
An appropriate Customer Relationship Management system is used to nurture the leads.
Now you’re set.
The objectives are clear. The launch is timed well and tactics are ready for the long haul. Email develops loyalty. Social media creates conversations. Direct mail, press coverage, and radio ads play their part. You’re tracking results and can recommend changes if adjustments are needed. Respondents take action and move from inquiry to converted status. Sales ring up and cash flows back to the company.
After you assess and use benchmarks, consider a fresh start. Perhaps what worked in a previous campaign is being carried over. Each campaign has its own unique aims. A buyer’s perception and needs change with time.
Make use of these tips.
1. Start outward and move in.
Role-play that you’re the customer, the target audience. You’ve got problems to solve or wishes to fulfill. Does the campaign honestly touch you? Confused? Get outside again and ask people who fit the buyer persona.
2. Check for trust.
You have to earn the right to ask. Pick apart the content for its value to the customer. Make sure the company is systematically building rapport. Buyers do business with those they trust.
3. Pause and take a deep breath.
Shut down one or more components of the campaign if necessary. Hitting the gas harder doesn’t move you if the wheels are spinning. Position the campaign’s elements to work together.
Expect marketing challenges. How you handle them is the difference between making or not making your number. Our podcasts will help find solutions. The subject matter comes from true-life positioning and real customer acquisition efforts. Click here to listen anytime.
© 2017 Sales Benchmark Index (SBI)
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© 2018 Sales Benchmark Index (SBI), B.V.
A Business Strategy Consulting Company
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Amsterdam, The Netherlands