Be a Better Marketer in 2017
OK. Now that the year is ramping up, let’s just take a minute to go back to basics. It is not uncommon to see marketers so dizzy with data and possibility that their mission can get confused and easily over-complicated.
Or we find that marketers focus on the fun stuff – like the visuals, and call this branding when we all know that it’s just a small, but important part of brand communication.
So for 2017, let’s just start by taking a breath. Focus on your marketing core by asking these fundamental questions.
- What are our customer’s point of pain?
- Are our products addressing this better or differently than the competition? How?
- Am I reaching my potential customers?
- When I reach them is my communication persuasive, engaging and credible?
- Am I reminding them about our offering when they are making their decision?
- Is it easy to convert? How do I know and how am I increasing the probability of conversion?
- How do I keep a customer once they have converted?
- Do I have the analytics in place to really understand what’s working and what’s not.
Just like in anything, if the foundations aren’t solid then you’re going to be less efficient and effective in reaching your goals. These may seem like basic questions, but they are the hardest to answer and need regular review.
Watchword for 2017 – Conversion Optimisation
In particular, this year we’re asking clients to focus on conversion. If conversion is not at the heart of marketing activity you’re just creating fun and complicated ways to burn your company profits. Marketers who have perhaps come from a more traditional or brand background need to make the transition over to a conversion oriented approach – not just traffic and touches and further towards the space which used to be solely the realm of sales.
To get started on the right foot here are some conversion optimisation truths
- Conversion optimisation is a continuous process
- Think of CRO as continuous learning, about your customers, their behaviour and how you can manipulate it (without citing Machiavelli) across channels and platforms.
- Look at the different elements of conversion on their own and as part of the bigger picture; user intent, funnel, landing pages, copy, visuals, functionality…
- CRO should rely on scientific methods for tracking, testing and implementing
- But CRO is not a synonym for A\B split testing or multivariate testing – these are only a small but significant part of the process
- Affecting conversions requires diverse skills, design, copy creation, technical, and analytical – involve the team
- Use both quantitative and qualitative methods to understand and evolve your learnings
- Don’t use a test, wait, implement test process. Getting statistically significant and valid data takes time, which in competitive market places, you don’t have.
- Be clear about what you are doing and your process
- Use technology to do the repeatable, automated things so that you clear time for focusing on results e.g. marketing automation, workflows, webhooks – stop being a marketing administrator and be a marketing powerhouse.
There’s a huge shift in digital marketing in play (e.g. voice, AI, bots and Google as usual). Doing cool campaigns in these spaces is great but if conversion is not at the heart of things then your shareholders are paying for you to play rather than get results.
Here’s to a results-focused 2017!