Today I want to cover 4 ways you could potentially fast track your marketing and most importantly, why you should avoid the temptation to do so!
Each one may seem like a great way of deciding what you should and shouldn’t do in your marketing. This can refer to every form from emails, direct mail, events, paid ads, social media, blogs, the works.
And it’s true to say, each of these 4 temptations do have certain advantages which I’ll also cover. But most importantly, it has very significant disadvantages you should not ignore!
First up, without knowing you have unintentionally gathered a large amount of marketing data over time. For example, your CRM and email campaign software should have stats on every email you’ve ever sent, how many opened it etc and also where each of your databases contacts came from, their lead source etc. The data could go a long way towards you finding out what you should and shouldn’t do.
You already have a lot of data across lots of different marketing methods, with a lot of different variants.
A lot of this data is outdated. Your audience may have grown weary of your marketing methods e.g. email, and their preferences may have shifted entirely. This would make the data unreliable.
Viewing and analysing your competitor’s marketing gives you an insight into what they are doing.
If your competitor is doing marketing in a certain way e.g. emails at a certain time, with a certain format etc, they likely have good evidence that it works.
Your competitor could easily be testing and optimising their marketing too — which means they cannot be used as a basis of what works or what doesn’t. Plus, no audience and no market is unlimited. If you start copying what your competitors do, and you share at least some contacts, they will wonder why you’re copying somebody who is clearly better.
Viewing and analysing other companies, in particular, large successful ones, even if they’re not in your industry — may yield a good indication of what you should do.
If a company is doing well, it’s largely down to their marketing — so what marketing they’re doing must be working.
Their industry is not your industry, their audience is not yours. You cannot possibly use their examples as a basis of any concrete, reliable data for what will and will not work for your unique target audience.
Last but not least, this is the by far the best fast-track option available. But is it worth doing?
You can hear from the horse’s mouth exactly when they want to see or read emails, for example, and how often they’d like them, and what the content is. And that data is up to date.
You haven’t optimised your marketing yet, and the chances are you will try to survey your audience via marketing methods you want feedback on such as emails. So you will get a small sample of results. Better than nothing perhaps, but also consider that you can’t possibly please everybody, and you can’t ask them everything you need to know, i.e., what is your favourite colour? What colour do you prefer your call to action button? Etc.
To reiterate and conclude, avoid these temptation methods of fast-tracking like the plague!