One of the biggest challenges in marketing is being able to respond to ecosystems that are constantly changing. If you're not prepared to react to these changes immediately, your small business marketing strategy may suffer. In an effort to keep up with industry conditions, you should review and tweak your campaigns on a regular basis. But how can you take these steps without draining your company's resources?
Here's a simple, three-step framework that will help you achieve the right balance:
1. Focus the Earliest Days of Your Campaigns on Testing
Marketing campaigns often need to go through a period of testing and revising. When you first launch a new strategy, you should spend some time collecting data and gathering insights. It's best to start by testing small programs at a low budget, which will allow you to pinpoint the most successful strategies. By evaluating the performance of your small business marketing strategy early on, at a low budget and in a controlled environment, you can be better positioned to avoid some potential risks — and surprises — that may come down the road.
2. Amplify Your Successes By Creating New Variations of Your Best Campaigns
As you go through the initial process of testing your marketing techniques, you'll start to develop a clear understanding of your best strategies. After identifying these opportunities and growing your best campaigns to their full potential, you can start testing different variations. For instance, you may have noticed that you received a lot of traction from sponsoring booths at industry conferences in your area. If you are able to identify a pattern of success, you can seek out similar opportunities in new markets.
An ideal time for you to build out these variations is when your campaigns plateau. If you believe that you have garnered all the success you can from a particular marketing initiative, it may be time to test new waters. After all, the most efficient path to growth is discovering new opportunities for your current capabilities.
3. Tweak Your Campaigns When You Notice Friction
In addition to optimizing your best campaigns, you should also be tweaking your worst. If you notice that there's a set of low performers in your batch of active campaigns, you should try to understand why this is happening. Ask yourself: Are you reaching the wrong audience? If so, how do you need to tweak your messaging?
There's no reason to scrap a particular marketing initiative completely if a simple adjustment can put you on the right path. After all, friction can sometimes be a necessary step to finding success. Instead of letting your campaigns fail, you should focus on making course corrections.
Overall, it's crucial to study the intricacies of your marketing campaigns on a regular basis. If and when you notice clear patterns, you can be ready to take the steps to scale up or shut down your initiatives to achieve the best possible long-term results.
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