Why Marketing Campaigns Fail

No link

Bob:

Jesse Flores from SuperWebPros joins us again. It’s always good to see you, sir.

Jesse:

Hey, great to be back. Thanks so much for having me back guys.

Mary:

We’re going to get right to it. Why do people often miss the mark when it comes to crafting their campaigns online?

Jesse:

You know, I can tell you from my own experience, and my experience with customers and others, there’s just so much information out there about how to do this and how to do that and how to optimize this and how to optimize that. And I think what ends up happening is you can lose the forest for the trees. And so, you know, when I sit down to craft campaigns, when we work with others to craft campaigns, we try and break it down into a really simple process. And I think part of the reason that people struggle with this is because they’re trying to do all the things instead of just trying to say, how do I organize this process in such a way that I can one test every part to figure out what am I targeting the wrong people? Is it the message? What is it, you know, how do I organize such a way that each part is testable? And then how do I put this together in such a way that it becomes a repeatable thing that I can then consistently evaluate? I think by putting together a great process, people can start to see some results. Now, sometimes no results or bad results, those are still results, but at least it’s something that’s bounded.

Bob:

Right. Well, I want to go back to something you were, you were talking about is testing. Explain that a little bit. How does that work?

Speaker 3:

You know, I think one of the things that, that I hear a lot of people talk about when they talk about any kind of advertising or even marketing is how much does it cost, right? It’s exactly the wrong question. I think the question isn’t how much it cost. The question is what kind of return can I get? What should I invest? Now it’s a cost until you figure out how to turn the cost into an investment. Right? And so the importance of testing is how do you create these limited chunks? How do you create small bounded risks to figure out what’s resonating and what’s not resonating? And then when you figure out what it is, then that’s when you start to turn on the spigot. And I think a lot of people just give up way too easily and they think about how much I’m losing rather than bounding the risk to figure out how do I get a better return?

Mary:

Right. So are there special best practices that business owners should know when it comes to optimizing their websites for these campaigns?

Speaker 3:

That is a really, really great question. I’m gonna say two things about that. Number one, the first is that coming up on August 31st at the Technology Innovation Center in East Lansing, I’ll be doing a free lunch and learn where I’ll not only go into a process that you can use to craft and execute campaigns, but I’ll also be talking about some best practices, but then also just a sneak peek for next month. Next month we’ll be talking about how you can create, how you craft websites and how you craft landing pages to optimize for conversions using best practices that are out there. So stay tuned for next month.

Bob:

So you said this is free and this Lunch and Learn is August 31st, free, at the Technology Innovation Center in East Lansing.

Jesse:

Yea, if you go to superwebpros.com you can get details and I’ll be providing lunch.

Mary:

You had us at lunch. Super Web pros. Thanks so much for joining us.