Avoid fad diets and avoid fad marketing strategies. Here you are going to find some real advice, like the kind your momma gives.
You know you did it. You know that sometime between the morning of December 31st, 2014 and the morning of January 1st, 2015 you said to yourself, this year is going to be different. This is the year … And that is how a New Years Resolution gets made. According to the U.S. Government (which for some reason actually tracks this stuff), most of you made a resolution to lose weight and get in shape. Many try, few succeed. Forbes Magazine reports that only 8% of people achieve there desired resolution.
The same can be said of marketing campaigns. Only a few businesses achieve the desired goals from their SEO and internet marketing campaigns. The world is littered with tales of the business owner who, “tried SEO and PPC once; spent a lot of money and didn’t get nothing.” They occupy the space next to the people who, “tried a diet once and didn’t lose anything”.
Fitness and marketing have a lot in common, and those two find their commonality in the success stories and failures of people who have tried them. What makes a marketing campaign successful are often the same things that makes someone successful in the gym. The things that cause a marketing campaign to fail are oftentimes the same things that cause your L.A. Fitness membership to wither on your keychain.
Here are 3 things that will make all the difference for your marketing campaign and your diet.
1. It Is A Lifestyle, Not a Resolution
Diets do not work. Why don’t diets work? Point of view. A diet is just a temporary fix. “Oh yeah I am going to low carb until I lose 20 pounds…” You can feel the pregnant pause in that statement. And then? And then you go back to eating pizza for dinner and skipping Saturdays at the gym in favor of a Bar Rescue marathon. The same is often true of internet marketing campaigns. Lack of commitment is a killer.
The solution? Stop saying to yourself that SEO or social media or PPC are things you are “going to try”. Say to yourself instead that you are going to commit to growing your business and expanding your customer base. Start treating your internet marketing campaigns like a key part of your business.
And stick to it.
Living a healthy lifestyle that incorporates healthy food and exercise is hard. Crafting a marketing strategy that meets your goals and grows with your business is hard. You will have many opportunities to give up and call it quits.
Never quit. Just keep going.
2. Measure the Right Things
What is the first thing you do when want to lose weight? You pick a number. “I want to be 200 pounds; I was 200 pounds in high school and I want to be that weight again.” What is the first thing you do when you formulate an SEO Campaign? You pick a number. “I want to be on the first page of Google for these keywords…”
The problem with this approach? It only provides part of the picture.
Any qualified personal trainer will tell you that body fat percentage and muscle mass provide a far more accurate portrait of your health than just weight. Your body is a complex machine, not a number on a bathroom scale. Your business and your business’ website is a complex machine, not just a number on Google.
Think of traffic and conversion like the muscle mass and body fat percentage of your website. These two metrics will give you a more complete portrait of the health your website. A dive into Google Analytics will reveal:
- Where your traffic comes from (organic search, referral traffic, social media, paid search)
- How users use and interact with your site
- What users love and hate about your website
- What moves someone from a potential customer to a customer
The more you dive into Google Analytics the more you will discover that there is more to marketing than just a Number 1 rank on Google. This will allow you to allocate your time and your marketing team’s time more effectively. You may even discover that the bottom of the first page of Google and 215 on the scale is just fine for you.
3. One Size Does Not Fit All
Every one is different. Genetics has dealt everyone a hand, and we are forced to play that hand in the game of life, whether we like it or not. Some of us our born to be bodybuilders, some of us are born to be runners, some of us are born … to be a bit pudgy. The workout program that works for a 20 year old bodybuilder is not the same workout program that will work for a 40 year old marathoner.
Just like a workout, you need to customize your internet marketing campaign to your business’ strengths and weaknesses. Not every marketing channel is going to be a great fit for your business. Picking the wrong marketing channels for your business leads to the same outcome as picking the wrong workout plan. You get tired. You get frustrated. You do not get the results you want. You quit.
4. BONUS Advice: Know When to Seek Pro Advice
Everyone wants to think that they can do it themselves. I can lose weight, look great, and have my website on the first page of Google all by myself. Eh, maybe, Captain Incredible. In most cases, however, you’re going to need some help.
Think of I Think An Idea as your personal internet marketing trainer. We can help you achieve your goals. The best part? We won’t make you cut carbs or run laps when we do it.