Often, when working with potential clients, the question comes up, "What are you going to do every month and when should I expect results?" Although I wish I could provide precise and accurate answers, marketing isn’t black and white. As a marketing professional, while I’m able to develop and execute creative campaigns tied to a broader strategy as well as offer industry benchmarks regarding results, what I don’t know is exactly how each campaign will perform.
Marketing isn't design.
In design or web design, the goal of the creative process is to discover or arrive at the right concept of the creative, to develop that design and then execute. This process is great because in a reasonably short amount of time, we can move from idea to finished product and everyone walks away happy.
Concerning the amazing creatives out there, marketing as a whole is not that kind of process. Marketing involves developing many of these creative projects while discovering and executing a much larger plan. I may know that I want to write an article about one of my products and its benefits, but the rest of the process involves discovering where in the Buyers Journey that article will resonate more. It also involves focusing on which Buyer Persona will be most affected by it, and what insight we have to decide which marketing strategy to employ.
Marketing strategies are interpreted.
So let’s say we write an article for the bottom of the funnel focus for a High-level Executive Buyer Persona. We publish it and broadcast it on all of our Social Media Platforms. "Now all we have to do is wait!" you may be thinking. But, you don't get the results you were expecting. That article must not have been good, right? Well, that's not necessarily true. Many factors come into play when identifying whether or not a piece of content is compelling. When was the article published, what was the reach of that post, did the right people see it? By testing these waters, to try and increase the overall traffic to that article, you will be able to get an idea of what works, and only after you have a fair share of data can you get a sense of whether the article was compelling. Even then, the question becomes, “Can you repurpose the article somewhere else?”
If at first, you don't succeed...
Don't get discouraged if you post an article or a new design or a tweet and it doesn't garner the results you’re looking for right away. Understand that there are many different ways to repurpose content; you can cross promote it with another piece, or you can try pushing it down a different strategy channel (advertising, social network, email marketing). I've seen blog posts stay relevant or come back to life years after the published date. The key is to remain consistent, keep a pulse on things and make subtle changes not major ones. Also, don't put all of your eggs in one strategy. Try some things for SEO, or some for Press Release or some for social engagement. And, don't be surprised if your social media post gets better SEO coverage.
Call us some time, and let's grab a coffee. I'd love to hear what's been working for you and what you think hasn't yielded the results you'd like.