For those who don’t know me, let me introduce myself. I’m a professional marketer. I have been lucky enough to work with large clients in the UK (billion turnover+) as well as assisting in creating very successful affiliate campaigns across Europe, America and Asia.
I am very good at marketing and consider myself to be truly grateful for the opportunities and the results I have managed to achieve so far in my career.
I wanted to write this blog because I have met many people that struggle to either achieve results for their clients/their own business or achieve success in their marketing careers.
My main goals are:
- To help those looking to get better at marketing
- To help people who are currently not seeing a return on their marketing campaigns
- For those who are achieving great results, hopefully you will agree with this article
Disclaimer: I don’t want to offend anyone in this article – it is more about what has helped me get great results. I will be honest though, when looking at why people aren’t getting results there are often some common flaws.
People don’t know what they are doing
The first thing I’ve noticed about people that don’t get results is that they don’t know what they’re doing.
- They don’t know why they are writing a blog, what they hope to achieve by it and they don’t know where the blog sits in the sales funnel
- They focus on increasing reach, visitors, click through rates and impressions but don’t know if they are reaching people that will potentially become customers, if they are increasing more ‘time wasting’ leads and if they are increasing visibility to high intent or low intent people.
- They create Facebook posts that no-one interacts with, they don’t know who the post is going too, if the post is designed to engage with their target audience, ascend the target audience through a sales funnel or convert.
- They don’t know why the budget for the Facebook campaign is set to it’s current amount, they don’t know when to increase it or when to decrease it, they don’t know why chasing the cheapest leads isn’t the best strategy, they don’t understand maximizing profit and they don’t look at ROI.
- They look at analytics and see how many visitors their website has got today but they don’t know how to segment the traffic, they don’t know who those visitors are or their behaviours, how to find out which segments convert and which segments they are wasting money on.
They do the same things day in, day out and are working hard at doing it too.
In summary they don’t have a marketing plan.
A common trait of successful marketers is that they create plans containing what they are going to do, why and how to measure the results. They stick to it, they are consistent through to completion, they know what to measure and why they are doing each step, whether if it’s working or not.
It doesn’t matter what’s in your plan as long as you have a set of rules that you stick to and metrics to measure success or failure.
Also it’s important to know that failures are part of marketing and point you in the right direction of success. It is however unacceptable if you have no metric to judge success or failure. Finding failures faster than your competition gives you a competitive edge.
We are doing this because of x and its delivering Y
They don’t want it enough
Ask anybody in any industry if they want to be successful and they will all say yes. Ask the same people what they are willing to give up to be successful and they will all give you different answers.
Lots and lots of marketers and businesses fail in their marketing because they don’t want it enough.
The main difference between successful and unsuccessful people is that the former really want it.
The successful people:
- Don’t accept limitations
- Don’t give up to easily – success in marketing isn’t easy
- Are willing to give it their all
- Create ambitious goals and worry about how to get there afterwards
- Understand that not stopping at failures gives you the edge, every ambition will be tested
- Can learn anything they put their minds to
- Believe they can do it
When it comes to putting in the time to truly learning marketing, people won’t do it… they don’t want it enough.
When I first started working in marketing, the first task my boss gave me was to learn SEO and quickly as his theory was ‘most people take 3 years to get good at something. Why can’t you do it in 6 months?’. The first task was to read every single blog on a site called seo-theory.com and seobythesea.com which had lots of long form articles going back five years. I read every single blog and learnt a huge amount. I also learnt that you can learn anything if you put your mind to it.
Through my career when asked for training or advice on how to get to the next level I have told people to start with reading every blog on the topic you can or to watch training videos and read PDFs/reports I have accrued over the years and guess what? They simply don’t do it.
They don’t want it enough.
I happened to see a tweet as I was writing this post that sums it up perfectly.
Your success is a reflection of your effort.
They haven’t put the time aside to succeed
If you are going to start something whether it’s a new marketing initiative or learning a new skill set to make you a better marketer, understand the commitment of time and effort you will need to put in before you start.
I know that if I don’t continue with a strategy long enough to see if it’s a success or failure I won’t see a return.
My effort is my future success. Why would I start putting my effort into a strategy and shut it down before I know if it works or not?
I know that if I don’t stick with my plans long enough I won’t profit from them long-term.
When learning a new topic of marketing, allot 20 hours to reading everything you can find on the subject.
For example, if you want to learn how to optimise landing pages, you should spend two hours a day for six days (12 hours) finding and reading every article, video and PDF on the topic. At the end of this process you will have separated the wheat from the chaff and have a concise list of good stuff to read again and discuss (8 hours) while you are implementing.
You are now a beginner at this topic, you know enough to get started and it’s up to you to go to the next level and put in hundreds of hours becoming an expert at conversion rate optimisation.
The same goes with marketing strategies. If you have set out in your plan that you are going to write three blogs a week and promote it to a relevant audience for a year to attract and educate new customers then that’s what you do.
Don’t stop in three months because it’s too much effort or you haven’t seen an instant benefit. This is a mistake I see time and time again, a constant cycle of trying the new buzz word for short spaces of time and then moving onto the next one.
“Let’s try social media” … “Let’s try PPC” … “ouh RTB and programmatic looks good” … “We need to be doing content marketing!”
If you can commit and stick to the time and effort needed to see multiple strategies though or learn new topics then do it. It’s sometimes nice to have the variance. If you don’t then don’t, stick to one strategy and do it well.
Someone said to me once the man who chases two rabbits goes hungry. I don’t know why it stuck with me, I was probably hungry at the time but you get the point.
Understand that delaying your gratification will bring more success than chasing short term wins.