What does focus mean in this world, where functioning with an attention-deficit is normal? Where every minute we are fighting both electronic and in-person attention-stealers? I think it means evaluating every endeavor, interaction, meeting, conversation, and communication in the context of your goals. It means maintaining a continuous awareness and examination of where your attention is.
Evaluate Your Marketing Efforts Against Your Business Goals
In terms of marketing, this level of focus means evaluating every tweet, email, ad, and blog in the context of your business goals. (Notice, I didn’t say marketing goals, as all these efforts should already be aligned with those or why are you doing them?) Now is the time to re-evaluate all your marketing efforts. Are they getting you closer to your business goals? (Last January I wrote about turning your business objectives into marketing goals. )
Drill into those key performance indicators (KPIs) and examine if your marketing efforts are performing the way you had hoped. Then look at how the efforts are or are not reaching your business goals.
Business Goal: Grow Revenue by 3 Percent
Let’s say your business goal is to increase your revenue by 3 percent. Look at your social media posts. Are they engaging your audience? Are they informing, inspiring, and educating them to buy or recommend your product or service? Are your email newsletters adding value to your audience’s inbox? Are these marketing efforts contributing or detracting from your revenue goals?
Look Carefully at Your Key Performance Indicators (KPIs)
Before you started any marketing effort, you should have mapped out what success would look like. Your KPIs should be the metrics that show if your marketing campaign is delivering. (Those KPIs should also be tied to your business goals.) Look at those KPIs again. Are they still the indicators of whether your marketing is working?
Going back to our example, let’s say you discover that your social media KPI is the number of likes or shares each post gets. However, your posts aren’t getting these, but every time you visit with a client they mention that they really like your posts. What then? Do you dump your social media posts based on the KPI or do you keep them because of the positive verbal feedback? The answer is two-fold. First, revisit your KPIs. Perhaps you need to adjust them. Second, you may need to prioritize your marketing budget differently.
Prioritize Your Marketing Spend
Keeping with our example, look at your social media efforts against your other channels (like email, SEO, Adwords, etc.). If your search engine optimization (SEO) is bringing people to your website who are buying, then maybe you increase your SEO budget and pull back on social media. Find out which posts your clients like and create more just like them.
Make Time for Marketing KPIs
If you think you don’t have the time to go through all your marketing KPIs and re-evaluate them in terms of your business goals, think again. If your marketing budget was on fire, would you throw water on it, or give it more oxygen? Not evaluating (or even having) KPIs is equivalent to throwing kerosene on your money and lighting a match. And if you really don’t have time to drill into KPIs, then contact us. We can help.
Keep Your Marketing Focus
In marketing as in life, evaluate what you are doing every day in the context of your goals. Do more of what is getting you closer to those goals and less of what isn’t.