You've created an online marketing strategy and you are ready to start collecting those leads. Here are a few marketing mistakes you do not want to make:
1. Know where you are coming from
When implementing an online marketing plan, you must first have a baseline to which you measure your new incoming data. Too many times companies do not keep the proper records on things such as how many leads they get from where, and how many of those are converted into sales. Without the answers to these and other questions, how will you know if your new marketing strategy is working?
2. Know how to read the numbers
It used to be difficult to collect marketing data when using t.v., radio, and print marketing strategies. Times have changed and when using an online marketing strategy, everything can be tracked in detail from where the leads are coming from, how many you are getting, to how many you are converting. It is important to be able to analyze all this information and use it to your advantage.
3. You have to adjust in order to improve
You can collect and analyze all the data in the world, but if you do nothing with it then what's the point? Put the insight to use in your marketing planning tools. Knowing how to read the collected information will allow you to make adjustments where needed. You can discontinue a source that is clearly not producing enough results while turning your focus more to one that is producing a higher percentage of leads. Numbers don't lie. If you are not constantly adjusting your strategy to fit your needs, the numbers will tell a sad tale.
4. Pursue the correct target
Collecting data and adjusting it accordingly will not produce results if you are targeting the wrong person. Whether you are going after new leads or attempting to use current relationships to a fuller extent, knowing who you need to target will make all the difference. If your target market is unclear, it is time to set the demographics. Decided if you are going local or global. Then decide age, gender, income level, etc. One idea is to poll your current customers and associates to see where you stand and go from there. Let the numbers help you look past the relationships you already have to see the one you need.
5. Follow up!
You've properly identified your target and have reached out with that initial email. Why have they not responded? The average professional receives over 300 emails weekly. No need to wonder if yours was lost in the shuffle or ended up in the junk box never to been seen. Send a follow-up email, or even better pick up the phone for a quick hello. Many times the lead will thank you for the follow-up and the personal attention could be just what this prospect needs to convert them into a customer.
These simple oversights could be the difference between generating leads and watching your competitors get all the action. Don't let prospects slip through your fingers. Check out our marketing planning tool. From planning to follow-up, contact us to help you deliver on the promise of you marketing strategy.
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