2 Major Mistakes Killing Your Marketing Efficiency (And What to Do About It)
Running an efficient marketing strategy enables you to attract high-quality customers with little effort. Unfortunately, true marketing efficiency is something many companies never achieve. If you’re continuously making the same mistakes, your business may never reach its stride.
In order to be efficient, you first need to focus on streamlining your processes. However, this can be difficult to achieve if you’re still making errors like tracking the wrong analytics or shifting your processes from customer to customer. These are problems you’ll need to solve if you want to get the most out of your marketing.
Let’s take a look at two of the biggest mistakes you may be making that are killing your marketing efficiency, and talk about what you can do to fix them!
- Making mistakes in your marketing can cause you to waste time and become less efficient.
- It is more important to track the right analytics than to try and track all metrics.
- Using automation tools can allow you to set systems up ahead of time, saving you from needing to complete small tasks every day.
1. You’re Tracking the Wrong Analytics
Tracking analytics is important for knowing whether or not your marketing strategy is effective. By monitoring the right metrics, you will know if you’re reaching your target audience, if they’re connecting with your content, and if they’re converting into customers. However, many companies don’t know what analytics are important to their business, so they just track everything.
The analytics you need to track will depend on your marketing and business goals, as well as the techniques you’re using to promote your products or services. For example, if you’re running a social media advertisement campaign, you’ll want to track how well it is doing through social media analytics. However, these numbers may be less important to your business if you’re not actively promoting on social media.
Although software programs like the Analytics feature in the Clickx app (pictured above) do much of the tracking for you, taking the time to monitor unnecessary metrics can still be a waste for you and your marketing team. When you’re pulling reports and recording numbers that don’t directly apply to your marketing campaigns, you’re taking valuable time away from other important tasks.
Therefore, while analytics are incredibly important for creating more successful marketing campaigns, you really only need to monitor the ones that relate back to the goals you’ve established for your company. When creating a new marketing campaign, consider your expectations and decide what you need to see to know whether your goals have been met. Only focus on tracking the analytics that directly relate to those objectives.
2. Your Processes Vary From Customer to Customer
Whether you provide a product or a service, you’ve probably heard time and time again that customization is key. While this may be true, getting too unique in what you offer can cause serious efficiency problems for you and your team. If you’re straying from the basic foundations of what you provide, you’re going to end up wasting a lot of time.
Each customer wants to feel like they’re getting special treatment, but being too lenient in what you offer can cause confusion for your team. If you’re providing a specific service one way for a first customer but completely differently for a second, you’re constantly asking your team to switch gears. This means they may end up unsure about what needs to be done and how to do it.
Not having set offerings can also make it extremely difficult for you to market your products and services. While you want to consider the unique needs of each potential customer, you also need to understand what you’re providing in order to develop a strong marketing strategy. If your offerings vary from customer to customer, you may struggle to effectively explain what you can provide to your target audience. Being too ambiguous or confusing means you’re not going to make the strong connection you need to convert a lead into a customer.
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This means that when creating your products or services, you need to find the right balance between structure and customization. For example, try offering a baseline product or service. From there, your customers and clients can choose to purchase add-ons or supplemental services to fit their needs. This ensures everyone is getting the exact attention they need, but in a more organized manner.
Bonus: You’re Not Using Automation Tools
There are some small tasks that need to get done very frequently, such as sending out emails, posting to social media, and uploading new content to your website. Although they’re relatively small jobs, they can still take up a lot of your attention and resources. Since many of them are also time-sensitive, they put your marketing team on a strict schedule, which can feel overwhelming.
Automation tools are a great way to relieve some of the pressure that comes with completing frequent marketing tasks. Through automation tools, you can set up posts, emails, and other forms of content to send or upload on a specific schedule. Instead of spending time every day on these tasks, you can get them all scheduled at one time.
Marketing automation tools, like the above example from Infusionsoft, can also make your campaigns more user-specific. Since you’re able to send specific email chains to customers and clients based on their past purchases, browsing habits, and other behaviors, each individual can receive content tailored to their needs. By automating marketing in this way, you can waste less time guessing what your customer is looking for and sending them information they don’t really need.
It’s important to note that when including marketing automation tools in your campaigns and strategies, you want to make sure you’re still maintaining a human element to your content. If customers feel like a robot is managing your social media or email campaigns, they’re likely to lose interest in your company pretty quickly. Instead, you’ll need to find the right marketing automation tools to fit your needs, and be sure you’re infusing your company’s personality into everything you do.
Creating an efficient marketing campaign means you’re able to attract new leads while also focusing on other goals and tasks. To make this happen, you first need to eliminate some common mistakes from your daily routine.
Let’s recap the three mistakes you’ll need to stop making if you want to improve your marketing strategy:
- You’re tracking any and all analytics, even if they aren’t important to your campaigns.
- You’re trying to provide uber-specific services for individual customers.
- You aren’t using automation tools for your marketing campaigns.
How do you think fixing these errors will improve your marketing strategy? Let us know in the comments section below!
Solomon Thimothy is the Co-founder of Clickx, a Chicago-based white label digital marketing platform. He has been in the agency space for over a decade and has helped 100s of entrepreneurs build 7 and 8 figure agencies. He helps agency owners on a 1:1 basis to scale sales and fulfillment. Follow him on twitter @sthimothy