Should I Pull the Plug on a Marketing Campaign?
Marketing campaigns are one way that a small business can reach old and new customers.
Reach out to customers – even if they are familiar with the products or services you offer. Some marketing campaigns might not provide the type of results you wish for.
When this happens you might wonder – “When do I pull the plug on a marketing campaign?”
When you begin a new marketing campaign, things are exciting.
Your marketing department or go-to person has great ideas. You’re positive that your reach will expand beyond the horizon. Potential customers will rush to your business. The sky’s the limit when you start on a new project and enthusiasm is high. This is the time when you will be working hard.
Sending out your emails, tweets, or status updates. Possibly working with a brand new marketing company that promises to expand you business like never before. You have a right to be excited during this period of marketing.
Eventually all campaigns reach a point where things begin to wind down.
Less people respond or customers may ignore your efforts. You may wonder what is going on. Every campaign has a time to end and this is usually signified when your target demographic stops responding.
Sometimes your target demographic may not respond to the campaign at all. We’ve all heard of campaigns that bombed or had hilarious unintended results. While funny to most people, the business owner or company was mortified.
Slow down can come at any time during a campaign – you must be aware of the signals that it is time to pull the plug.
Shut It Down
As soon as you have had more than a week of slow results, you may need to shut down a campaign.
While some people believe that a company must give a campaign time, it is worthless and counter-productive to allow such a campaign to keep running. Not only is a bad campaign a waste of time, it is a waste of money. Customers that are annoyed by the method of marketing you have chosen may turn to your competitors.
A small business that has seen no results in a month must pull their marketing project or risk losing profits.
Click-through from email or social networking links without conversion (purchases) are not productive. Combination campaigns should be monitored for conversion; this means that all links from each aspect of the campaign are monitored. The section of the marketing campaign bringing the most clicks and conversions can be placed in a new strategy.
Finally, never annoy your customers.
Any campaign that has more than one email a week is often reported as spam.
Having your efforts marked as spam can put your company on a blacklist from email providers. This will hamper further marketing efforts.
Your best bet is to test the waters by combining platforms and close down each part of the project that is not working until you find the right one for your business.
Photo credit: zerys.com
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