As we get to the middle of November, it’s the perfect time to do a marketing evaluation. 11 months are in the book and you’ve got the results from multiple campaigns. It’s also the time to decide if the partners you are working with are meeting expectations and to decide if you want to vet some new potential ones for 2019. With that in mind, here are a few tips on what to look for when doing an evaluation:
Are you using all the available channels:
In 2018, if you are not on social media, you don’t exist. As the prime audience for all offers is getting younger, social media and digital advertising is becoming more and more essential to your marketing toolbox. So, step one is to make sure you are hitting all the large platforms with your messaging – Instagram, Twittter and Facebook. Depending on the products/services being offered, other platforms like Tumblr, Pinterest and Youtube may have some inherent value.
In addition to online channels, it’s a good time to check up on your website health. Is your site producing leads? How many monthly visitors are your getting and are people returning to your site? Does your site have multiple sign-up forms to capture prospect email and other pertinent information? These and many other questions are what should be asked. If the answer is NO to any of the above, it may be time to revamp or update your site to include these features.
Is your brand image growing:
Even more important than ROI, the question that should be asked is how is our brand image growing from our marketing. For instance, are you getting a lot of engagement from your marketing efforts? Instead of just looking how many sales or new clients you acquired, make sure that people are reacting positively to your brand. As Jeff Bezos said, branding is what people say about you when you’re not in the room. So, make sure that what they are saying is positive and creating good energy around your brand image.
Re-evaluate your key metrics:
In any marketing effort there are are key metrics that deem if it was a success or failure. Some people look at Gross Response – others Net Response – some see pay-up as the end all in result tracking. This is the time to re-evaluate those goals. Take a look at the entire response process organically and see if there is value in some of the metrics that are not prioritized. You may just find a whole new audience segment this way.
Additionally, now is the time to run some customer profile analysis. It’s possible that the profile of a best customer has shifted a bit – and this will drive some new marketing efforts in 2019.
Test… Test… Test
Now is the time to start thinking and planning what you want test in 2019. An off-shoot of the Customer Profile idea mentioned above is testing into new market segments. Think about where you want your business to grow – and how to best make that happen.
If you need assistance putting any of these ideas into effect or someone to do a marketing evaluation for you, Bedford Street Marketing is always here to assist you.
Have a great Wednesday night!!!