Are your marketing strategies all over the place this year?
Don’t worry. Marketing strategies, especially for startups, can be overwhelming. You’re building a product, raising money, and marketing to your target audience all at the same time.
As the year ends, take this opportunity to get clearer with where you exactly stand in terms of marketing. This is the best time to do a marketing or content audit.
A content audit is basically doing an inventory of all the pieces of content you’ve published and all platforms you’ve tapped into. This allows you to figure out which types of content and which platforms are performing best, so you can focus on replicating them and getting rid of those that don’t work.
Before we dig deeper as to why you need to do a content audit, let’s clarify the terms that will be used in this post.
Results – You have to quantify the results that you’re looking to get. That way you exactly know whether it is successful or not. Your results are directly tied to your goals for your startup.
- What’s the main goal of your marketing strategies?
- Is it to consistently increase your app downloads?
- Is it to convert your existing fans into paying customers?
- Is it to get new clients from a different niche?
Strategy – In this post, strategy doesn’t mean creating a Facebook page and leaving it alone. Strategy means you’ve set up a system on a specific platform to get a desired result. For example, a strategy is starting a Facebook ad campaign for 90 days to get sign ups for your free weekly newsletter or to get new sign-ups to your software.
Understand which strategies are working.
Your time and resources as a startup team are limited. But that shouldn’t be a disadvantage. It just means that you need to be focused on strategies that work.
For this year, what are the marketing efforts have you started? Did you open accounts on popular social media channels and have posted content consistently? If yes, which one is getting the most results?
Sometimes your initial assumptions might not be true when you already have the hard data in front of you. For example, one of the startups we’ve been working with, we initially thought that most of the engagement comes from their Facebook Page. After three months, we discovered that their Twitter page reaches three times more people and five times more engagement than their Facebook Page. Furthermore, we discovered that their target audience is more interactive on Twitter than on Facebook. With these discoveries, we spent two times more time and effort on Twitter.
Get rid of marketing efforts that are a waste of time and money.
Now, that you know which strategies are working, it’s time to let go of the ones that don’t. But before you do, it’s best to figure out why it’s not working.
After figuring out why it’s not working, you need to ask two questions:
- Is it out of your control?
- Are there tiny changes that you can do to make it work?
If the answer is yes, to the first question, it’s time to drop it and say goodbye.
If the answer is yes to the second question, figure out the tiny changes you can do to make it work. Give the marketing strategy another try and see if the results improve.
For example, if you’re not seeing great results on your Facebook page because you realize your target audience isn’t there, then it’s time to drop it. It wouldn’t make sense to continue pushing content on a platform when your target audience isn’t there in the first place.
Now, if you realize that you’re not just seeing great results because you might be posting at the wrong time, then you need to adjust your posts to make sure they are published when your audience is most likely online. You can easily see this data on your Facebook Page’s Insights. Read this article from Kissmetrics to learn more how to understand Facebook Page’s Insights.
Clarify your marketing goals and startup’s message for the new year.
When you understand which of your marketing strategies are working, you’ll have a clearer view of what’s important. It will also allow you to review your marketing goals. Maybe you’ve set a vague marketing goal this year. Next year, you’ll be able to set more specific goals.
Vague goal: Get tons of engagement from Facebook
Clear goal: Turn engagements from Facebook page into signups
Doing an audit also allows you to dig deeper into your startup’s message. Most times, marketing strategies don’t work because the message is simply not clear.
Are people confused as to what your startup offers?
How can you make it clearer?
It’s great that you’re investing time and money in marketing your startups. Even if you have the best and most revolutionary product in the world, you still need marketing to boost your startup’s growth.
Doing a marketing audit maximizes your team’s talents and resources and brings you closer to your startup’s success.