What’s Really Wrong With Your Marketing? 7 Fix-It Tips From the Experts
1 2 Most businesses — yes, even yours — go about marketing all wrong. Our team at Newsletter Pro has been helping small-busi- ness owners market their products and services for more than a decade, and the No. 1 mistake we see them make is blaming the medium for the failure of their market- ing campaigns, when the real problem lies somewhere else. Blaming the medium — whether it’s SEO, a print newsletter, an email newsletter, or Facebook ads — is an amateur move. Mar- keting is like a chain. The weakest link in the chain is the problem, and in many cas- es, it’s something more nuanced than your overall method, like your tracking, offer, copy, follow-up process, sales process, or even the product you’re selling. So, what’s really wrong with your market- ing? And what can you do about it? Here are seven places you can start. Track ALL of your marketing. This is so easy to do! Get call tracking numbers, use PURLs, ask ques- tions, and record answers. It really isn’t much more difficult than that, but almost no one does it. Know your numbers. Most businesses have no clue what it costs to bring in a new lead or client. This is partly because they aren’t tracking their data, but how can you know if a medium is worth your money if you don’t know your company’s average cost of acquiring a new lead or customer? Spoiler alert: You can’t.
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