If they said “No” then either they’re not very experienced, they set themselves incredibly low targets, they’re not very honest or they are a marketing genius.
Actually, scrap that, geniuses can have more failures than mediocre marketers because they take bigger risks and set loftier goals.
Stay away from marketers who claim a perfect success rate. Marketing at its core is an inexact science.
If the marketer you grabbed said “yes” then chances are they’ll have all kinds of war stories.
Whatever the reason, we need to get one thing straight: Marketing campaigns fail. Hopefully not often, and hopefully not for long. But it happens.
It's important to know how to make a digital marketing plan that will align with your current business objectives when your old one is no longer working.
After working on hundreds of campaigns for businesses of all sizes, here’s what the Rocket team knows about marketing failure.
Sometimes the failure is not a marketing failure. It’s a failure to understand what was ever going to be possible. Take the time to set expectations very clearly with your client or manager before you start. Working towards an impossible goal is a failure waiting to happen. Be careful of what you promise or agree to.
Is tracking working correctly and recording wins? Does Google Analytics show incredibly obvious problems with your site? Are key links not working? Is the mobile experience horrible? Are conversions noticeably terrible on certain devices? Get people not familiar with the campaign to interact with it the same way a prospect would - see what stands out to them.
This can be a big one in competitive markets. Every marketer should have a list of key competitors. Open them up and make sure nothing’s changed that would be influencing your prospects.
Are the people hitting your marketing campaign your perfect prospects? Where are they coming from? What are they doing? What are leads/enquiries/conversations telling you? Is it time to change your targeting or even try different channels?
Not everything will work. Is your team efficient and are you launching enough of your good ideas? A “perfect” campaign which never sees the light of day is never as effective as a good campaign launched efficiently.
This is a good news one if it applies to you. Sometimes, there will be easy-to-find optimisation or setup issues with a paid campaign. Find it, fix it and you’re back in the game.
If you make too many adjustments in your ads or campaign settings the algorithms which control how and when people see your ads can severely impact performance.
Success can take time. This can be hard to deal with, but we see lots of campaigns that perform poorly initially and over time turn right around.
A failing campaign is unlikely to be turned around with meek changes. Running A/B tests between existing headlines or offers and a small number of significantly different concepts can deliver excellent results.
Of all the issues that cause campaign failure, this is the biggest and often the most challenging one to fix. When a prospect is deciding whether to take the next step with your business they are being influenced by your website, your messaging, how you position your company relative to your competitors. How does your brand stack up? Prospects always have a choice. And if the only thing they know about you is what you show them as part of your marketing campaign then it better be up to the job.
Most of this checklist is self-explanatory. Spot the issue and you’ll know what to do about it.
Here’s some advice though - if you suspect that the root cause of your marketing failure is simply that your marketing assets are not up to scratch then you need to have a mature conversation about it. Poor messaging and offers will never be overcome with great “technical” marketing or beautiful design. If you’re not offering things prospects value, in a way they can understand, then your campaign is always going to struggle.
If you think it would help, our experts can audit your campaign and give you tips on how to improve it. No obligation of course.
David Lawrence is the MD and Co-Founder of Rocket, an award-winning Australian digital marketing agency. He is also the co-author of the Amazon #1 best-selling marketing book 'Smarter Marketer'. David has presented at several events including Inbound, Search Marketing Summit, Mumbrella360, CEO Institute and a variety of seminars and in-house sessions.
David has built his expertise from a diverse career, starting with an economics degree before jumping into all things web in the late 90s.
Today, David is Rocket's Managing Director and is known for his ability to find clarity in the bigger picture. He is highly respected as a digital marketing authority, sharing his expertise with an extensive network here in Australia and around the world.