The start of a new year is a great time to break bad habits and create positive resolutions that set you up for success. For business owners, this means reassessing strategies and identifying key areas for improvement. Here are three bad marketing habits you should aim to break straight out of the gate in the new year.
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Setting it and forgetting it.
Marketing is never one-and-done; it’s a constant, iterative flow of reviews and adjustments to help you make more strategic and effective decisions going forward. One best practice is to evaluate your plan and strategy at least once a year or whenever there are significant business changes. Kymera can help — our experts will use advanced data analytics to hone, refine and optimize your marketing campaigns to boost efficacy and ROI over time.
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Not optimizing your ad spend.
According to a McKinsey survey, compared to competitors, you’re 23 times more prone to customer acquisition, more than six times more likely to retain customers and 19 times more likely to achieve above average profitability if you base your efforts on data instead of trying “to do it all.” So don’t spread your budget too thin across channels.
For example, if one of your goals is to generate more leads from female prospects between the ages of 40 and 65, then you might direct more of your marketing budget to sending mailers to that demographic with offers more likely to appeal to them. Or, if the goal is to target people actively looking for a specific product — like a portable juicer — Google Ads can ensure you’re only using your ad spend on those who enter that exact term in their online search. Once you have one channel giving you the results you want, expand into another, such as video marketing.
To get the most out of your ads, you need to make sure they’re actually reaching your target audience. We can add negative keywords to your pay-per-click (PPC) campaigns to help filter out irrelevant traffic, redesign outdated landing pages to help boost engagement and conversion rates — and use retargeting ads to reach leads or customers who previously interacted with your brand.
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Not focusing on the customer.
With quarterly sales goals looming, it can be easy to forget that the customer is the one who should ultimately inform your messaging. Instead of over-focusing on self-promotion, drill down on client needs, their pain points and the ways your offering benefits them. How will your product or service solve a problem or improve their life? It’s hard to go wrong with relentless customer focus. It can build stronger relationships — and your bottom line.
Kick these bad habits once and for all and create new marketing resolutions with Kymera’s digital and print marketing experts. We want to be your partner for a more prosperous 2024. Reach out for a free, no obligation marketing consultation today.