Moondog Marketing Podcast listener Geoff Moller suggested I talk about how some businesses expect immediate ROI on their marketing despite spending less time on building their brand. So this episode is very much a response to Geoff's great comment.
Promising immediate results on anything is very risky, and when it comes to marketing I think you're very, very lucky if you get immediate results. Sure, it can happen. I've seen how when we changed the branding and copy on a website it resulted in a 50% increase in sales for the customer within 6 months. So, yes, that was a success.
It is a worrying trend though when businesses start to expect immediate results for every marketing initiative. Strategies like content marketing, for example, take time to yield results. Just because you invest in content such as ebooks, podcasts, video, blogs, etc, it doesn't mean that you are going to see an immediate injection of traffic to your site. Content marketing is a commitment, not a campaign after all !
Over time content marketing will deliver more traffic, but it's only going to work if it is aligned with your target audience and key value proposition – why a customer should choose you over another company.
For businesses that really want immediate results, I think you have to invest in pay-per-click (PPC) advertising, whether it's on Google Adwords, Facebook or some other media outlet. This is not because it will yield guaranteed results but the injection of traffic is much more likely to give you the critical business intelligence you need. It will tell you what is working and what's not working. Sure, if your campaign converts then you're laughing all the way to the bank. But if your conversion rate is minuscule, you know you've got something very wrong and need to take action. And that's business intelligence.
Failing quickly and learning from the data will prompt you to tweak your campaign and take more action. It's important, of course, not to put all your eggs in your basket early on and you definitely need enough budget to see you through a number of stages of the campaign to tweak your approach and get the results you're after.
A good approach when it comes to PPC is to make sure you:
- set a daily budget
- know the maximum amount you are willing to pay for a click on your advertisement
- be sure of the keywords you want your ad to show for
It's not easy to run a successful PPC campaign if you've never done it before so if you're interested in taking this approach find a team that can help — like us.
And don't listen to anyone who says no one clicks on Google Ads.
Advertising is Google's main income stream and as targeting is getting better and better, Google ensure that your ads are seen by the right people.
If your campaign is well researched, well built and well managed, I know from experience that it will generate leads and sales for your business.
Publicate launches on Product Hunt
Publicate launches on Product Hunt on February 21st 2017 and I encourage you to go and check it out. If you up-vote it, you'll help Publicate get featured on the front page of Product Hunt.
If you haven't tried Publicate yet, I encourage you to do so, particularly if content creation is part of your content marketing strategy. It's outstanding!