Marketing is without a doubt one of the most challenging aspects of a business, and being able to create a successful campaign and gain a great conversion rate for your business can be hard. A lot of the time even if you think you have done everything right for your campaign it might not show in the results you get back. Today we are going to take a look at these failed marketing campaigns and see if we can identify the possible reason why they failed.
1. You didn’t research enough
The most important thing you can do when studying failed advertising campaigns is look back and start from the beginning. When you were planning a winning campaign, what kind of research did you do for it? It is easy for us to take a quick skim through our competition and take a look at cheap ways to market and think that this is enough, but actually we need to delve deeper and really understand what we want to gain from a marketing campaign in the first place.
2. You don’t know your audience
If you want to create the most successful campaigns for marketing, you need to know exactly who you are marketing to and how they will respond to a campaign. Of course, this can sound a little crazy when you think of trying to read the minds of people around you, but it is important for you to be able to identify who you are targeting in order to make content that they will enjoy. The way you will create content for a group of business people is very different to creating content for homeowners and this is something you need to ensure you can get right when it comes to making the campaign.
3. You didn’t target the right stage of the journey
The customer journey has many steps on it and it is not simply a case of a customer buys a product and that’s the end. There are a lot of stages to your customer journey and in order for you to effectively create a campaign you need to make sure you identify a stage and exploit it to the right people. A simple example of this would be if you were to create a promotional offer for existing customers, but target it at new people who want to join your membership and get to grips with your services. It is important to segregate your audience into categories and reach out to them in a more direct way because this will allow you to generate a better conversion rate afterwards.
4. Your content was too automated
One of the things which can be helpful for marketing is to have an automated system where you send out email newsletters, flyers and other marketing automatically each month. However when you create automated content you need to be aware of the points we have mentioned above and be sure not to send content which is too automated to your customers. For example if you have customers who have already bought their first product and want to buy more in the future, you need to send them content which reflects this and don’t send them the same as you would to a new set of customers. There’s no point creating a newsletter outlining your company and what you do to people who already know. Make sure that when you automate emails that you create 3-4 different ones for different people.
5. You set an unrealistic deadline
One of the things that you really need to be aware of when creating a campaign for your audience is the goal you set and the deadline you choose for it. When it comes to setting up a successful campaign for your followers you need to be able to gain the right results without rushing into things. The way that you can do this is to think about your goal and decide upon a REALISTIC deadline. For example if you are a new business who has just opened their first social media account, there is no sense in you trying to aim for 1000 new likes or followers within a week because this is not realistic and you are doomed to fail from the beginning. Make sure that any deadline you create makes sense and if you exceed expectations you can always increase your goal next time around.
6. Your campaign was budget restricted
There’s nothing wrong with being on a budget when you want to create a marketing campaign. In fact, marketing campaigns which are free can work well if you create it carefully. However if you have the budget for a good campaign and don’t utilise it, this is what will likely wreck your chances of a success. If you are more focussed on saving money than your campaign, you are not going to find the same success as you want. Make sure when you take a look at your campaign that you invest in the right audience, location and duration to get as many click throughs to your website as possible.
7. Your calls to action were vague
The most important thing to make sure you do when creating a marketing campaign is to set a call to action. A call to action is usually a button or an instruction which you add onto your advert which tells people what to do next. This can something such as ‘BUY NOW’, ‘CALL US’ or ‘VISIT OUR SITE’ and it will get people to click through and learn more. It is important to create a clear call to action which is simple to understand and use, so be sure that this is the case when you create a campaign.
8. Your database is outdated
If you have a database of old email addresses and inactive users for your campaign, you won’t get a great conversion rate. Think of it this way: if you send an email to 2000 people in the hopes of gaining 10% conversion; and 200 of those email addresses no longer work; you will lose out on your target. Make sure to sweep through now and again and make sure that you can email real people.