4 Mistakes to Avoid When Revamping Your Paid Strategy

January 29th, 2016

For marketers, the most important thing is how much traffic you convert—right?

Marketers are brainwashed to think they can pick the right offer to the right person, and it’s as simple as that. But it’s not—there is no secret formula that tells you how. Forget about the mainstream marketing advice you always hear, and focus on what you can be doing to improve performance and ROI in the coming year.

There Is No Magic Formula

There’s no sure-fire way to ensure that the content you create will convert. Marketers must do their homework to define and understand their target audience. Focus on segmenting everything that comes next (promotion, paid ads, landing page content, etc.) by those groupings and by channel, all while continually swapping offers to see which nets the highest conversion rate.

Testing Requires Patience

The secret to high conversions isn’t based on choosing the right offer. Marketers must test, test, test. First, test four or five different offers to the same group of people. Once you figure out which offer resonates with your audience, test variations of the landing page graphics and content. It’s all a testing game, so be patient.

Don’t Rush Into Paid Placements

Marketers should follow the three-pronged strategy from Hubspot that suggests starting with publishing on your own platform, then reaching out to industry influencers (a.k.a. earned media) before opting for paid promotion through social and other paid placements. Why is this important? Because you can learn a lot about your audience, verbiage, and graphics by promoting them through other channels, so you know what you should be testing on paid before you spend mega-bucks.

Don’t Lose Track of Where Your Content Lives

Marketers need to keep track of their content from a single, centralized place. Whether it’s using a tool like Uberflip, hosting it on your website, or storing it in a Dropbox, you should be able to keep track of content you created last quarter, or last year.

Why? According to Jay Dwivedi, President of Market Research Firm xInvest Consultants, “There is no one type of content that works for all websites. In fact, our analysis shows that even for a specific website, the type of content that performs well may change during the course of a day or week or months.”

Continue pushing out new pieces of content, but also focus on retesting old content with new graphics and new ways to speak about the content that will resonate with your target audience.

Download our new eBook “Trends in Paid Strategies for B2B Marketers” here.

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