Feel like your Marketing isn’t working?
It may be that your Marketing isn’t working. Or, there may be some other factors at play that simply make it seem that way.
Whatever the reality, it’s important that you have clear expectations when you implement any marketing activity. So you know when to expect results and what success looks like.
If you feel that you’re not getting the results you expect, read on.
Here are 5 reasons your marketing isn’t working…
1. You can’t measure it
Have you and your Marketing resource set clear and measurable success markers? If not, then your belief that your marketing isn’t working may be nothing more than a hunch.
Before you approve and implement any marketing plan, you should understand exactly what it’s going to deliver to you in terms of branding and reputation, lead generation and wider growth opportunities. Any suggested activity should fall under one of these categories, with success measures clearly placed against each.
Branding can be more difficult to measure than lead generation, for example, but there are plenty of ways to set KPIs and agree what success looks like. Without clear measurement metrics agreed upfront, you’ll struggle to ascertain whether your marketing is delivering on expectations.
2. It’s too soon
In a world where we expect instant gratification, it can be hard to hear that your Marketing activity will take a little time to begin delivering results.
In addition to setting your success measures, your Marketing resource should also set checkpoints over time to reach certain milestones.
If you reach those milestones and the performance isn’t where it should be, you’re able to question why and tweak the plan where necessary.
I always give my clients an average timescale for when they can expect to see results from each channel. It’s better to set expectations upfront, and closely monitor the performance, than simply implement a bunch of measures and hope for the best.
For example, I’ll let clients know that the SEO Content work I do for them will take around 6 months to start producing really noticeable results. This may seem like a long time to wait but it gives us a date to work towards and a deadline by which their investment needs to start delivering demonstrable results.
3. You don’t trust your Marketing person/team
If you have no evidence that your marketing isn’t working, but it’s a gut feel, it’s worth asking whether you have confidence in your appointed resource.
For any positive working relationship, there needs to be mutual trust.
- Your Marketeer needs to communicate clearly and prove their value to build your trust.
- In return, you need to empower them to use their experience to deliver the very best results, without being micromanaged.
All too often, senior leaders feel they need to get involved in the minor details of their marketing to ensure it delivers on their expectations. Similarly, they may go against the Science and advice shared by the marketing resource because they’re reluctant to hand over the reins.
This is understandable and at the end of the day it is your business after all.
However, it’s worth remembering that you hired your Marketing person for a reason and they are an expert in their field. So, provided they’re giving you visibility on what they’re working on and how it’s performing, it’s helpful to give them the autonomy to manage their tasks independently, knowing that they’re accountable for the outcome.
4. The market is changing quickly
External socio-economic, environmental and political factors can impact the success of your marketing.
For example, a cost of living crisis means consumers need to tighten their belts and businesses may have a lower appetite for risk.
Similarly, supply issues, political unrest and seasonality can impact consumer and business behaviour. Sometimes these issues are unavoidable, regardless of how solid your marketing plan is.
If the market is weak or unpredictable, you may simply need to hold tight and wait for the storm to pass. Sometimes this means reducing your spend in the short-term, and sometimes it means holding firm on your investment. Occasionally, it might even mean increasing your marketing budget to explore other opportunities outside of your normal channels or approaches.
Have open conversations with your marketing resource so you understand all options and can make an informed decision.
5. It’s time for a change
If you’ve considered all these factors and you’re confident your marketing isn’t moving in the right direction, it might be time to consider changing up your resource, approach or marketing channels.
This might mean getting more strategic leadership to help guide your marketing team to generate better results. Or it might mean replacing your current marketing plan altogether. If you do decide to replace your marketing resource, make sure anyone new is really clear on what they can offer to move the dial, and that they have demonstrable experience and proven results working with similar businesses.
Remember that just because marketing channels exist, it doesn’t mean you need to use them. Your Marketing resource should only focus on channels and tools that are relevant to your business.
When executed well, marketing will elevate your business to new heights and unlock opportunities to boost your brand, reach new audiences, retain those you have and improve profitability all round. With the right resources in place, and a healthy dose of patience, communication and trust, you’re bound to see results and enjoy a solid return on your investment.
