What constitutes agency marketing failure or success? For each agency the answer could be different. One agency may consider two leads a week from its insurance website a marketing success. For another agency that may not be enough.
Everyone wants to know if their agency marketing is meeting expectations. When you allocate budget and revenue responsibilities to your marketing efforts, you may have an impression that your marketing isn't as effective as it should be. You may be right.
Here are some reasons why agency marketing fails. This list isn't exhaustive, but it is a good place to start rethinking your efforts.
- No measurement
If you're not measuring your agency marketing, how do you know if it's actually working? You can't. Set goals. Start measuring your efforts against those goals. And then you'll have a better idea of whether your marketing is working or not.
- Unrealistic expectations
Sending a marketing email to a list of 1,000 people is not going to result in a 50% conversion rate. You won't even get a 50% open rate. If you expect unrealistic results, you are setting yourself up for failure and disappointment.
- Inconsistent effort
Marketing takes multiple touches to work. Doing a one-off campaign is not enough. Rigorous planning and repetition are much more effective.
- No engagement
Your marketing and its messaging needs to focus on what is important to your prospects and clients. If you only talk about yourself, you will not get engagement, especially on social media. Give your audience a reason to care, and you will start to see more engagement.
Are there more reasons why your agency marketing may not be working? Of course. If the above list doesn't apply to you, look at your metrics. Keep in mind if you only pay attention to vanity metrics
, you're not looking at the behaviors that are tied to your goals. Go deeper into your metrics for an unfiltered look at what's going on. Then you can move forward for more effective marketing and better results.
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