3 Reasons Your Marketing Campaign Failed and How to Fix It
By: Brooke Snelling, Partner & Director of Client Services
There are many reasons you may consider your marketing campaign a success, but often marketers are left wondering how it could have been better. Or, they are unsure whether it worked and increased business or not. In this blog, I’m breaking down the top three reasons why I see marketing campaigns fail and how your business can turn a failed campaign into a success.
Reason #1: You don’t understand your target audience and therefore use the wrong message
When you take the time to conduct research before you build out your marketing strategy, an important area to focus on is your target audience. Truly understanding who your audience is will allow you to assess their behaviors and identify where they might be within the buying journey. Knowing this enables you to craft the right message to address their need state. You should be asking yourself whether you understand the wants and needs of your target audience.
After you’ve crafted your message, ask yourself if it’s answering questions your audience would have about your company, product or service. Are you emphasizing the right points to the audience segment you’re marketing to? Having a strong message also comes with utilizing a strong and clear call-to-action (CTA). What are you asking your audience to do?
You cannot give them too much information and guide them in multiple directions to take action. You must have a simple CTA and wherever you’re driving them must be trackable.
Reason #2: You didn’t use correct or realistic success metrics
Before your campaign has even launched, you must give thought to how you are going to measure success. Many marketers will wait until their campaign has launched to think about how they are going to track results. At that point it’s far too late.
It’s important to revisit your CTA and determine how you are measuring activity against it. If you are asking your target audience to call a phone number or visit a website, you might consider using a vanity phone number and unique URL against each marketing channel.
The other important aspect of measuring success is knowing how often you are going to monitor and report on your results. Prior to launch, you will want to set benchmarks to know the outcomes you expect to see, which means during the reporting periods you’re able to optimize the campaign to shift and get the overall results you seek.
Reason #3: You didn’t utilize or even consider an integrated approach
I understand an integrated marketing approach might not always be feasible, but it should certainly always be considered and applied when appropriate.
Many marketers assume that digital channels are the only way to go when it comes to getting exposure for your business. However, integrated marketing allows you to better optimize your investment and expand your reach. You are able to spread your message across several channels and increase the likelihood your message is seen, heard and acted upon.
It’s important to remember your audience needs to see or hear your message at least seven times before they will act on it. Having a multi-channel approach increases those odds.
Turn your failed campaign into a win
Any of these mistakes can significantly impact the success of a marketing campaign. However, if you understand the reason for your campaign’s failure, you can make the adjustments that are necessary to ensure success in your next campaign. MassMedia has a detailed process we follow when it comes to planning, launching and tracking marketing campaigns. We’re happy to help ensure your next campaign is one that drives results to your bottom line.
Let us know how we can help, contact us today!