As part of our marketing consulting work, we’re often brought in to an organisation to ‘clean up’ marketing activities that are ineffective – AKA ‘marketing fails’.
We go through everything thoroughly – top to bottom, past to present. Sometimes we’re the first ones to really look deeply and holistically at the company’s marketing.
The three reasons marketing fails
There are lots of reasons marketing doesn’t ‘work’ but three themes that appear time and time again are:
- No marketing plan
- Marketing efforts are inconsistent
- Not allocating enough resources (time or budget or both)
So how can you get past the slump, stop banging your head against a wall and take your marketing to the next level? Let’s take a look at these three themes and prescribe a few solutions.
1. No marketing plan
The solution: research + planning
This one is pretty simple. If you don’t have a marketing strategy and plan, you’re going to end up wandering around aimlessly, throwing all your marketing budget and resources into the latest “fad” rather than those that are actually the right ones for your business. Trust me; I’ve seen it many times before.
If you want your marketing to work, you need a well researched plan that includes:
- A section summarising your purpose, brand values, voice, value proposition and USP (we call this a brand story)
- Key marketing messages
- Marketing goals and objectives (essential, so that you know what ‘success’ looks like)
- Outline of tactics and how they will be used
- Key metrics to monitor
- Marketing calendar
Do some research, learn everything you can about the current state of your industry and your target audience – remember, it’s not about what everyone else is doing, it’s about what’s going to attract your ideal customer.
If your budget is tight, put the plan together yourself, or if you can – outsource it. It doesn’t matter HOW you get it done, just get it done.
The solution: systems + process
If you don’t have a marketing plan in place, you’re not going to have any consistency. And the same goes for a lack of systems.
Even as marketers, life takes over and to make sure that ‘all the things’ still get done it’s essential to have some great processes in place. The right systems will be different for every business but some common ones I see are:
a) Step by step guide on how your organisation posts on each social media channel, including the right and wrong ways to format a post.
b) How to create and post a blog, including how you allocate keywords, approval processes and the tech side of publishing it.
c) Agency briefing processes (one for each supplier)
Successful marketing is backed by solid systems. It needs constant and consistent implementation, analysis and revision. Exciting and glamorous? Not really… But it’s the hard truth.
3. Not allocating resources
The solution: time or money
This one’s short and sweet. If you’re not investing in getting your marketing right, it’s going to fail. Fact.
You need to either:
- Take the time to invest in learning the right marketing skills so you can implement the right activity and strategies yourself; or
- You need to find the budget to outsource.
It’s one or two. There is no three.
If you’re a little unsure where to start and need a push, or you want to skip the stress, avoid the marketing fails and have TMP do the hard yards for you, contact us today. We’d love to help you solve your marketing challenges.