How to Rethink Your Marketing Campaigns

By Eric Hamilton

Jan 24, 2020 12:00 PM EST

How to Rethink Your Marketing Campaigns(How to Rethink Your Marketing Campaigns) (Credit: Getty Image)

Your creative is strong and your strategy is sound. So, why are your marketing campaigns producing disappointing results?

Unfortunately, there is no single cure-all answer that will breathe new life into your campaigns. Marketing is incredibly complex and the list of things you can do wrong is considerably longer than the list of things you can do right.

However, there are a few common marketing issues that plague businesses in every sector.

Ask yourself if doing any of these things could help kickstart your marketing.

Make Sure Your Ads Mirror Your Landing Pages

Where are you sending the traffic from your social and pay-per-click (PPC) ads? Are you sending them all to your home page? This can be a lead killer!

First of all, this makes tracking the effectiveness of each respective campaign nearly impossible. You can only assume an uptick in traffic is from your ads. But, if you're running multiple campaigns, you can't truly determine where the traffic is coming from.

The second issue is that this may create a clunky experience for the user. For example, let's say your PPC ads promise a free trial for your service. If you send the traffic from that ad to the home page, the aforementioned free trial had better be front and center on that home page. Otherwise, the user may think they're in the wrong place. Worse yet, they may assume that this was a bait-and-switch offer.

Set up a dedicated landing page for each of the campaigns you're running. Make sure the branding matches the respective ads that are linking to it.

Bring in Specialists

Sometimes marketers get too close to their own company to see the big picture. You might consider bringing in a company like 360 Leads to assess your marketing campaigns and find opportunities to do things better.

A third party that specializes in finding these issues can help you run more targeted campaigns, acquire new customers, shorten sales cycles, and deepen existing relationships.

They can also help you with sales lead management, as well as lead scoring and lead nurturing to ensure that the new leads you generate aren't wasted.

Find Your Story

With all of the focus on generating content in today's marketplace, the art of storytelling has been lost. However, the companies that are able to leverage storytelling typically generate more leads.

You may assume stories only have a place in the B2C world, but it has just as much impact in the B2B world. In fact, data shows that 50% of B2B buyers are more likely to buy from a brand if they can connect with it emotionally.

There is extensive research that proves that the human brain responds completely differently to information that is shared in a story.

How do you weave storytelling into your content? Make sure the "why" behind your company and your mission is clearly defined, and then make sure it comes across in future pieces. You can also tell more of your customers' stories and how your company has helped them.

These are only a few of the steps you can take to breathe new life into your company's marketing. However, ensuring your ads are frictionless for the customer, bringing in specialized help, and embracing storytelling could be the answers you're looking for.

The sooner you act, the sooner you will reap the rewards!

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