Let me start my piece on marketing practices with an anecdote from my life.
When I was in high school, I had a track coach named Mr. Johnson, who loved to quote Albert Einstein, “Insanity is doing the same thing over and over again and expecting different results.” As a teenager, this quote was something that I reflected on quite a bit during those long-distance runs.
Over time and years later, I’ve observed brands fall into the trap of doing the same thing over and over again and expecting different results, and I think back to those rainy, cold afternoons on the track with Mr. Johnson…and Mr. Einstein.
For marketers, breaking the cycle and achieving different results is possible. I like to share four tried and true marketing efforts to get you on your way.
Address the problems accurately
Commit to proactively identifying and solving problems, most notably the customers’ problems. Think about what challenges your customers face and find ways to help. How do the five P’s of business marketing impact your customer’s needs, and are you addressing them? Optimize your messaging and marketing campaigns accordingly.
Test and learn new marketing practices
The most successful marketers are constantly testing. How do customers or the target audience respond to different social media channels of engagement, channel combinations, and different digital marketing strategies? What new or different customer segments can you productively engage with?
If the test performs well, test again with a larger sample. If the test doesn’t perform well, document findings and determine if a re-test is needed or if testing something entirely different is necessary.
Get everyone on board with the goals
Secure organizational alignment on success and socialize performance regularly. Before kicking off any marketing plan, discuss success metrics and obtain buy-in from all parties on what success looks like and potential next steps.
By communicating how your plan or program will support customer engagement and company goals, you’ll ensure that a win doesn’t turn into a loss or vice versa. It’s also a good reminder of what’s important – customer engagement & performance.
Practice and persist
Perseverance. While it may seem a bit counterintuitive, breaking unproductive cycles and patterns is not a simple task. Hard work and continued effort are requirements for improving marketing performance and breaking the loop. Never give up!
By committing to the four points above, you may help your organization innovate and produce different results… and if more reflection time is needed, may I suggest a long-distance run?
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