Focusing on the Right Metrics, Channels, and Strategies

Marketing is a dynamic landscape where success hinges on your ability to make the right choices. However, there are so many aspects to marketing it is SO EASY to focus on the wrong things. Trust me, I’ve been there. Most small business owners are not marketing experts — they are experts in what they opened their business in. Just like I would probably focus on the wrong things if I decided to open an accounting firm, many small business owners focus on the wrong things in marketing. Specifically, it is easy to chase the wrong metrics, invest in the wrong channels, and adopt the wrong strategies. Consequently, many small business owners find themselves wondering why all their hard work isn't paying off. In this blog, we'll explore the common pitfalls and learn how to shift our focus to what truly matters.

The Wrong Metrics:

It's easy to be misled by vanity metrics – those numbers that look impressive but don't necessarily translate into business success. Metrics like social media likes or website traffic can be deceiving if they don't contribute to your bottom line. Instead, focus on metrics that align with your business goals, such as conversion rates, customer acquisition cost, and revenue per customer. These metrics provide a more accurate picture of your marketing success.

The Wrong Channels:

Every marketing channel has its strengths and weaknesses. Choosing the wrong channel for your audience can lead to wasted efforts. Don't assume that what works for one business will work for yours. Instead, understand your audience's preferences and habits. Are they active on social media, or do they prefer email newsletters? Are they more likely to respond to content marketing or pay-per-click advertising? Knowing your audience will help you select the right channel for your marketing efforts.

The Wrong Strategy:

A marketing strategy that's not aligned with your business goals is like a ship without a rudder. Your strategy should be tailored to your unique objectives and target audience. If you're a B2B company, your strategy will differ from that of a B2C business. It's essential to invest time in research and planning to create a strategy that makes sense for your specific situation.

Action Item:

Schedule a marketing audit with us and we will review these three things and more and create actionable steps and plans to ensure you are seeing success in your marketing.