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In this episode of What’s Wrong With Revenue? we talked about a topic that usually contributes to marketing failures, and that is how you’re planning on executing your campaigns.
Sadly, most people don’t understand what goes into a campaign. They don’t know how to plan one, execute one, analyze one and then optimize that campaign so it produces results.
It’s very rare that you launch a Facebook ad campaign and a tidal wave of leads come streaming into the company.
It might seem like that’s happening based on the ads I see on Facebook, but that very rarely happens.
Instead, campaigns need to be planned out so that they are omnichannel, meaning you’re using social, search, email, content, events and other channels to get the campaign messaging out. It means someone is working to execute all those channels and make sure the content and messages are sent out flawlessly.
It means someone is letting those run long enough to collect enough data to do a proper analysis and then plan appropriate optimization to improve performance.
It also means those campaigns are allowed to run long enough to actually start producing results and driving leads. This could be three to six months in some instances.
We also talked a lot about the skill sets required to run successful campaigns. You need someone who understands how to strategically target and plan the campaigns, can leverage the assets the company has or create the correct new assets and then get those out via the right channel, personalizing the delivery to the people you’re trying to attract.
Finally, the skill sets definitely require the ability to optimize the campaign based on data and analysis.
It’s a complex set of specific skills that most people in marketing don’t have, and so most companies don’t run their campaigns correctly. In the end, they never see results from their investment in marketing.
Watch or listen to the show today – it’s one of our best and will likely get you thinking completely differently about how you run your own campaigns.
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