Why Your Marketing Campaign Is Failing
If you’re feeling exasperated by your marketing campaign efforts, it may be time to sit down and pause. If the energy you’re putting in isn’t achieving any result it’s time to ask, ‘why is my marketing failing?’.
From my experience and knowledge, here are the main culprits for failing marketing campaigns (13 reasons to be exact):
People usually have a stroke of genius, act on their idea and wait for it to succeed. That could be a blog post. An advert. Social media posts. You get the idea. Here’s the thing: Good marketing has to be consistent. Don’t expect to blow up on Facebook if you’re putting out one post a month. Don’t expect your website ranking to hit number 1 if you’re blogging every 3 months.
Take the time EVERY WEEK to put something new out there, on the platform of your choice. Start with one, like a blog post, and go from there. Do not start something that you cannot maintain on a regular basis. It won’t work. It needs to be consistent and content needs to be fed to people on a regular basis.
You’re marketing shouldn’t be ‘oh I’ll get this out there when I eventually have a spare few minutes’. MAKE THE TIME.
Nothing works in isolation. And that includes your marketing.
If you’re spending time to write quality blog posts, you need to equally spend time getting them out there into the digital World. Post links on all social media channels. Send out an email to your customers (ensuring you have permission to do so of course). Share your blog in places where the content will be appreciated.
3. Tone of voice
Every brand needs a tone of voice. YES, EVERY BRAND. A firm of solicitors? You will most likely have a professional, yet helpful tone of voice. An educational resource? You can be more informal, yet informational. A professional clown? You can afford to be creative, crazy and funny.
ABOVE ALL: Be relatable to your target audience.
4. It’s safe
Is what you’re doing ground-breaking? Has it been seen before? Have you copied another campaign? If so, it’s unlikely to get noticed.
Marketing needs to be fresh. People are exposed to so many messages on a daily basis, that you need to cut through the clutter. As humans, we become immune to things that are similar.
Get rid of the bland and boring. Allocate time to sit down and generate uniquely creative ideas. Get people involved. Utilise technology. Utilise your own knowledge and skills and be an industry LEADER, not a FOLLOWER.
5. You’re asking the wrong questions (or none at all)
Are you providing any perceived value in your marketing efforts? We’re all busy in our lives, so don’t waste time blabbering for no reason. Does it ask questions that make people think?
If you’re a will writer, you could provide general facts and leave it at that. BORING. How about you use your knowledge to jolt people into taking action?
Run a campaign on Facebook where people click their age, and then hit them with the consequences they face if they don’t have a will. It’s real, it’s true and it’s making people pay attention.
6. There’s no thought or time put into it
DO NOT, and I repeat, DO NOT run a marketing campaign that has had minimal effort put in. Don’t put something out there for the sake of it.
You know the saying ‘if you’re not going to do it properly, don’t do it at all’? Yep, that applies here. You risk damaging your brand if your marketing is thoughtless.
If you share a campaign with people that’s lazy, they’ll automatically start ignoring your future campaign’s. It doesn’t take long for people to gain an opinion of your brand, so make sure it’s a positive one.
7. Copycat Marketing
You walk in on a Monday morning. Announce to everyone that you saw a fantastic ad in the paper from a competitor company. You’ve decided to run an ad. With a similar headline. In the same paper. With a similar image and content. Here’s the thing:
It’s been done to death!
It may make you feel ‘safer’ to feel if a competitor is doing it, then so can I. But it doesn’t make your brand a leader, it makes your brand a follower.
It’s also a massive waste of resource and money. Take the time and energy to come up with something new – the chances are it’s more likely to get noticed by potential customers.
Benchmarking against your competitors is important, but remember you can also benchmark OUTSIDE your industry. You can use your findings as INSPIRATION to come up with something new. Something ENGAGING.
Think of your brand as a person – it needs its own personality. So, give it one.
If you did put a lot of time, effort and creative energy into a campaign it might just need time to gain momentum. Depending on your industry, you may need to run a few campaigns to hit the target that you have in your mind.
If it’s a Facebook campaign, are you running advertising alongside it? If you are, take the time to make tweaks to the audience, time and budget. Running campaign’s is a learning journey for your brand: it takes time to learn what works best.
9. No plan
It’s called a campaign for a reason. Marketing should consist of a select few elements that work towards a whole. You need to plan a campaign that:
- Has a clear message
- Is engaging
- Has a realistic timeframe
- Targets a particular audience
- Uses the relevant marketing channels for your audience
- Has a suitable budget
- Has resource dedicated to managing it
- Can be measured and analysed after it’s finished
Research into a campaign is essential. Consider all the possibilities within your budget. If you can’t run a full campaign right now, then it might be worth waiting until you can. In the meantime, you can still ensure that content on your website is kept fresh.
A successful campaign also needs to be integrated, meaning that the message and branding across all channels needs to be consistent.
This is what I refer to as the ‘scatterbrain approach’:
A marketing campaign that has mixed messages is put up on every single channel owned by the brand. In no particular order or time. It’s confusing to people. It makes no sense, there’s no visitor journey. It’s just been hung out there with no thought whatsoever.
11. Wrong place, wrong time
What’s the message of your campaign? External influences could also influence your marketing.
An outdoor activity brand has just launched a brand-new type of tent. They’ve created and executed a well thought out campaign.
Meanwhile, in the news there’s been a rise in the amount of recent tent injuries. To top it off, there’s a freak weather storm coming.
Given the external factors, now is not the right time to launch the new tent or accompanying campaign.
It sounds obvious, but you’d be surprised how many brands have been caught out by not paying attention to external factors.
It’s essential to set an allocated budget to a campaign. This stops costs from spiralling and helps to aid planning. Maybe the overall budget was fine, but the balance was off beat. More money could have been spent on development, and less on advertising if it was more targeted.
It’s essential to review the budget post campaign, and take the learning forward.
13. A bad website
Last but certainly not least, you need a SOLID website to filter potential clients to. If people want to find out more information, they’ll want to land somewhere that gives them everything they need.
Build a website with the target audience in mind. It’s a resource – it provides information, examples and support. It’s visually appealing and easy to use. There are clear ways to get into contact.
In short, the user journey is flawless.
And there you have it. That’s just a few of the reasons why your marketing may not be successful. Still baffled? Ensure you talk to industry experts to understand WHY its failing and WHAT you can do to change it.