There’s an old saying “you always do what you always did, you always get what you always got.” In marketing this can be true or disastrously not. While your marketing may have stayed what was a successful course, the world might be looking elsewhere. Consider how poorly an ad in a telephone book might perform nowadays for most business types.
So with this young year just showing promise of exciting opportunities ahead, it’s time to revisit your marketing. Is where your message is showing up truly the best place for that message? Are you spending in all the right places or is some of that spend just going down the drain?
Recently a client and I looked at all the places they were telling their story. When we first sat down the only thing they brought to the table was actual advertising spends but, as we looked deeper into their behaviors, we started finding some incredible waste of money that used to be solid result-bringers.
In this case the client was advertising on several websites that had traditionally brought in a huge number of new clients. After looking at traffic on the floor of the business and traffic on the website it was clear that the huge price of these once-valuable resources was no longer a wise buy.
One of the components we used in figuring all this out was to look at their website traffic. One of the many, many reasons to still have your own website is that you can determine where the views are coming from. You can clearly see patterns and trends and you should even be able to see what kind of device people are watching your website on.
So, for example, if your website is not specifically mobile-friendly and a good number of your customers are looking at it with mobile devices that should be a huge indicator that it’s time to revise the site. In fact, knowing the the majority of web traffic now is on mobile devices, Google will severely downgrade you in search results if the site isn’t specifically mobile-friendly.
Each site is very different but I was really surprised to learn that one of the sites I own gets over 70% of its traffic from mobile devices but this makes senses as it’s a site designed to help you find car shows while you’re on the road. Not many folks are bringing their desktop computers in their cars with them.
Taking a few minutes to review your various marketing voices and spends can really make a big difference in your business. Sometimes it’s not even the vehicle you’re using, but the voice you’re speaking with that makes a big difference. You may be in the right place but saying the wrong things.
In any case, I would love to read the results of your re-evaluating your marketing decisions. You can always leave a note here or even on my Facebook page or on Linkedin. Let me know what you find!