In years past, the thing to do was to get on as many social media platforms as possible. Or write more blog posts, more twitter posts, more status updates on Facebook. While this technique may seem like a good idea, the quality of your work might be suffering and you’re losing traffic and/or potential traffic. This year, think about what you can trim off your marketing strategy in order to make your business more efficient and effective.
Take a look at your current marketing plan and make some honest decisions on what is actually working for your business and what is not. Then cull out the pieces that aren’t getting your analytics to rise.
Ginny Soskey from Hubspot Blogs writes about 6 things that should be cut from your marketing in order for it to be more effective. I’ve highlighted 4 that will make the most of your marketing.
- Real-time marketing – this was cute until it wasn’t. Remember the Oreo cookie ad that was tweeted during the 2013 Superbowl when the power went out? “It was relevant, it was quick, it was witty, and the general public loved it. So many marketers thought that real-time marketing was the next big thing,” explains Soskey. A popular pizza company attempted this technique with the #WhyIStayed (a hashtag that supported domestic violence victims), and ended up insulting a large part of their audience. It was downright insensitive and got a lot of kickback.
Real-time marketing can be effective, if it is used for pure purposes, and not that of viral ones.
- Using Social Networks that aren’t working for you – Did you know that the average B2B marketer promotes their content on six social platforms? Your strategy should reflect that of your consumers. Look at your metrics and see where they are coming from. Spend more quality time on the posts written for those social networks. This could be Facebook or even a niche social platform.
Soskey offers this pro tip: “If your ultimate goal on social is to generate sales, be sure to investigate the entire funnel before cutting a platform. You may find one network doesn’t generate a ton of traffic but does convert that traffic into leads really well, for example. In cases like that, you probably wouldn’t want to cut the platform — instead, cut time from another platform that isn’t driving many bottom-line results.”
- Bad Stock Imagery – No one wants to look at a generic piece of stock imagery that barely even relates to your business. Instagram, Canva and other photography solutions should be put into practice. They are relevant, interesting and usually much more creative than the cliche man in a suit on a street with a pigeon sitting close by on a park bench.
- Not Optimizing Conversion Paths for Mobile – Making your call-to-action noticeable and user-friendly is key for mobile marketing. A hard to find or click link for a contest or a giveaway is an automatic out for someone who is using their mobile device.
This new year, trim the fat and start looking at your social strategies and make some positive changes in your techniques.