By now I’m willing to bet you’re tired of wasting your precious ad spend on suboptimal conversion rates. The way out lies in having a solid marketing plan. As annoying as it might be to hear, the success (or lack thereof) around your marketing is almost always tied to how developed and intentional your plan is. This may seem like a total “duh,” but you’d be surprised how often holistic planning is not considered. If you are feeling this, you’re not alone; read on for some tips on how to create super straightforward focus with your client or team.
Sure, paid media conversion might seem like an easy way out, but let’s be real—it’s nothing more than a quick fix to a long-term problem. A well-crafted plan that outlines goals, target audience, KPIs, a unique selling proposition and a content strategy seems basic but its often ignored. And taking the time to build a solid marketing plan trumps hasty paid media conversion any day.
In the ever-evolving landscape of advertising and marketing, it’s crucial for businesses to pause and reflect on the fundamental questions that underpin their strategies, and to do this often. Do you even need to advertise at all, or could your budget be better directed toward product development or enhancing existing offerings? Should you consider investing your budget toward a loyalty program? What if dollars for paid media simply aren’t available? Or your buying audience can’t be found and converted with a standard funnel? You can’t buy your way out of this. You need to get creative and make a plan.
Hasty conversion and its downside
Without a marketing plan that changes the conversation in your category, you run the risk of jumping straight into paid media conversion, where you may lose your audience’s attention and trust. You’ll also get subpar conversion rates, causing a negative return on ad spend. Why would you spend tons of money to draw people to your page, only for them to find that the brand’s core and foundation and community aren’t built out? It’s a waste of money if you ask me. Here’s why.
Potential loss of audience trust: When you engage in hasty conversion, you risk pushing out irrelevant ads to the wrong people. This process may lead your audiences to lose trust in your brand.
