What to Do When Your Marketing Is Missing the Mark

It’s not a perfect world, and I’d be lying if I told you that every marketing campaign we have rolled out the door at Talk was the best campaign ever. Sometimes marketing isn’t working. There’s a variable, there’s an expectation, there’s a mismatch in the marketplace. Something isn’t gelling for you. There’s a few things you can do when your marketing isn’t working as well as you’d like. The first is to sit down and as cliche as it sounds, take an honest, hard look at what your expectations are for your marketing.

If you’re investing one hundred dollars in something, you can’t expect to get a million dollars back. Likewise, if you’re investing one hundred dollars in something you can’t expect to get lightning, fast turnaround times or anything like that. It’s really about aligning your investments with your outcome or your return on investment and making sure they’re aligned.

The next thing to do is to look at your messaging, what you’re talking about, what you’re saying, who your target market is. If it’s not firing as well as it can, the messaging or the creative is one of the few things that you can control to get a better outcome. Rewriting copy, changing designs, rethinking the way you’re talking about things, changing your lead marketing message. It may seem simple and it’s often overlooked, especially in the digital space, but those things can really move the needle for you.

The final thing to think about is what you’re doing in the day to day of your marketing function. Is your marketing team performing as efficiently as possible? Are they passionate about what they’re marketing? If they’re not passionate, they’re not going to get you a good result. Agencies that you’re working with – are they as experienced as they should be? Are they as resourced as they should be to deliver the project plan or the scope of works that they’ve promised?

Generally speaking, if you combine a review of resourcing. Budget and expectations and creative & messaging, you will lift your results quite substantially. So they’re the three things to look for when your marketing is not working as well as you want.