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Successful Marketing

Successful marketing

Successful marketing is vital to the success of almost any business.

Yet when I think of the way many businesses approach marketing, it reminds me of Theresa May’s approach to Brexit.

Personally I’m so sick of Brexit.

I can’t bear to listen to the unending debates and arguments any more.

God knows what Theresa May must think.

I’ve been stunned and amazed how she’s taken her deal back to the House of Commons three times.

This is where the similarity with so many businesses’ marketing comes in.

So many businesses continue to do marketing that doesn’t work.

They continue making exactly the same unsuccessful pitch to their prospects time after time.

They don’t change the words, the offer, the medium, the delivery method or anything.

If your marketing is not showing a return on investment you should stop it immediately.

Take stock and then see if by changing it – either small tweaks or larger changes you can make it work.

You need to turn your unsuccessful marketing into successful marketing.

So let’s take email marketing as an example.

I’ve been sending emails out every Wednesday morning for the last five years.

So does it work for me – absolutely.

I get about a 40% open rate and a steady trickle of enquiries.

But I’ve had to tweak and amend things over the years.

Successful marketing doesn’t just happen.

So if you’re doing email marketing and it’s not working, what should you look at?

  1. The subject line – this is one of the key elements that influences whether the email is opened or not.
    You must make sure that your subject line interests people enough to click on it.
  2. The subject matter – unless you’re writing about subjects that people are interested in, they’re not going to engage. You must ensure content is relevant to your audience.
  3. Special offers – special offers can be very powerful. If you’re emailing regularly you can’t have a special offer every time otherwise they lose impact.
  4. Call to action – if you want people to take action you have to tell them what action to take and make it very easy for them to do it.
  5. Regularity – how often are you going to email? The answer is as often as you can provide value. Your emails can’t be too regular they can only be too boring.
  6. Timing – what is the best time of day/day of week to email. There’s no definitive answer to this. Just experiment and see what results you get.

So if you want successful marketing stop doing any that isn’t working and tweak and amend it until it does.

If you need help with any of this, just give me a shout on mikejennings@marketingsurrey.co.uk, call on 01483 200387.