Have you ever found yourself saying, “We’re not sure what’s working in our marketing and what isn’t”?
If so, you’re not alone.
This is one of the most COMMON and COSTLY issues businesses face.
When your marketing efforts are scattered, and you’re dabbling in 5-10 different strategies at a time, it’s nearly impossible to identify what’s driving results and what’s just wasting time and resources.
The key to solving this problem is CLARITY and FOCUS.
You may be too close to your business. If that’s the case, then you need an outside pair of eyes to look at what you’re doing from a “stranger’s” point of view.
1) Start by defining clear, measurable goals for each marketing campaign.
What specific outcomes do you want to achieve?
What do you want your landing page to do? What do you want your sales page to do?
What do you want each of your emails to accomplish? What result do you want your YouTube video to bring you?
Each piece of content and campaign you create should have 1 clear goal. If not, you’re over-complicating it.
2) Next, implement a tracking system to monitor the performance of every strategy you use — whether it’s email campaigns, blog articles, a sales funnel, social media ads, or content marketing.
I know exactly where all of my copywriting clients came from, dating back to 2006, and you should know exactly where your clients are coming from, too.❗
Tools like Google Analytics or HubSpot can provide valuable insights into what’s working and what isn’t. So can using observation and your own eyes.
3) Review your data regularly and be ready to pivot. If something isn’t delivering the expected results, don’t be afraid to make adjustments.
In the fiction world, this is called “killing your darlings”—i.e., removing anything your ego is attached to that isn’t bringing you results.
In the business world, this might look like firing narcissistic coaches, family members you hired to help you with social media, fee-hungry marketing agencies that aren’t delivering value and are treating you like a number anyway. Fire them all, and replace them with a copywriter who will either deliver results or fire herself. 😉
4) When you find a strategy that’s working, STICK TO IT and don’t deviate from it, no matter how shiny and seductive the unproven alternatives are.
The most successful marketers aren’t those who never make mistakes, but those who learn from them and adapt quickly.
Remember, marketing should be an investment, not an expense.
You don’t have to keep wasting tens of thousands of dollars on marketing that doesn’t work…
Start using the MEI principle (motivate, educate, inspire) in your content, as outlined in my book, “The Anti-Marketing Manifesto: How to Sell Without Being a Sellout,” so you can create materials that people are excited to consume.
MEI’ing naturally leads to selling.
By understanding what’s driving your success, you can double down on what works and stop wasting money on what doesn’t.
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Michelle Lopez Boggs is a copywriter, copywriting mentor, and author of "The Anti-Marketing Manifesto: How to Sell Without Being a Sellout." She's helped her clients sell millions of dollars' worth of products and services online by using the MEI(S) principle — motivate, educate, and inspire, and sell. 