At K2 Analytics, we know a thing or two about marketing. We’ve helped our customers strategize and create marketing campaigns that help increase brand recognition, increase sales, and grow their business overall. There are a handful of variables that go into creating a winning marketing campaign but we have identified the most common reasons most marketers fail and what you can do to make sure that every one of your campaigns is successful.
You Didn’t Identify Your Target Audience Correctly
One of the reasons most marketing campaigns fail is because a target audience was either not identified or misidentified altogether. Identifying your target audience and creating an audience persona is arguably one of the most important things that you should do before launching a marketing campaign for your business no matter how small that campaign is. Ask yourself, who would buy my product and try to create the ideal persona based on age, gender, location, what price points do they shop at, down to the smallest detail about them, like what music do they listen to?
All of this information comes together and informs you as to what kind of content you should create, what tone of voice your messaging should take, and what social issues should your product touch if any.
Your Team Didn’t Do the Necessary Research
Another very important reason for why most marketing campaigns fail is that there was not enough research conducted before launching the campaign. Have you looked at who your audience is, what your competitors are doing, and clearly understood how you need to create your content to not only succeed but to excel once you launch it?
Take the time to understand who the consumer is, what market you are targeting, and use all the tools that you have at your disposal to come up with a foolproof marketing strategy.
You’re Not Using the Best Metrics to Measure Success
There are a lot of metrics and indicators that you can use to measure the success of your marketing campaigns from click-through rates to bounce rate and increased sales and website traffic. But how do you know what metrics you should be used to measure the success of your marketing campaigns?
The way to figure this out is to sit down before you launch your marketing campaign and identify what your goals, budget, and expectations are. With this information, you can figure out which metrics will measure the success of your marketing campaigns.
Your Messaging Missed the Mark
Originally this point was two separate points but I believe that they may have the same solution. The first point is that your messaging missed the mark with your audience. The second point is that you delivered the right message at the right time within the buyer’s journey and this means that your marketing failed to meet an expectation that you had for it. The reality of marketing is that its success depends on how your audience reacts to your message. So be sure to keep your audience persona in mind and create content that you can send out at various stages of the marketing funnel from brand recognition to remarketing ads.