How To Improve Your Marketing Strategy Even If You Hate Numbers and Data | Episode 18 | Marketing of the Minds

Data-Driven Marketing strategy

man with numbers zero and one

We all want to know how to work smarter, not harder, right? Well we’ve got some great strategies to help you work smarter on your digital marketing.

If you are wanting to improve your marketing strategy you definitely have to be willing to come back to the basics. Don’t jump to the end and wonder why something didn’t work out. Don’t set an end goal without creating a plan of action to get there. BASICS are the foundation to keep your strategy from falling apart.

What do you want for your end result? Is it to rank better for a handful of keywords? If you are ranking well on keywords, is that all you wanted? Is that the end result you were hoping for? Or does it come down to revenue? Most people say their end result is to improve their revenue. But I wouldn’t say just grow revenue. I would say improve the efficiency of the way you grow the revenue. Break it down to the true outcome you are looking for.

What does success look like?

If you can answer that question, then you can say, “Here’s where we are now. Here’s where we want to be. And using reverse engineering, here’s what the steps need to be.”

Now you can look at it and evaluate this step first, then this step, and so on. You just need to work on one step at a time.

When will we expect to see results?  What perspective do we need to have?

The most important thing to remember is to be patient.

How do you eat an elephant? One bite at a time.

We talk about this all the time in digital. You will eventually eat the whole elephant. It will take some time but eventually you will get there. Don’t focus on the size, or say “I don’t know if I can do this.” You don’t want to discourage yourself or talk yourself out of it. Just get started.

When you go to the gym and work out for 20 minutes, do you expect to see your muscles bulging? Well yes! But that doesn’t necessarily mean it is going to happen. You need to remember that you aren’t going to go viral on every campaign you run. That’s just not an expectation that you can reasonably set. We have had them go viral before, and that wasn’t what we expected to happen. It did, and we were happy about it.

You have to remember to give it time to see results.

Do little bits at a time. Remember your step by step strategy and focus on just the step that is next.

Sometimes accomplishing one step can then lead to more options or opportunities. Here’s a story for you:

digital marketing team working on a projectWe once worked with a blinds and shutter company out of California. They wanted to increase brand awareness in their local market. They don’t offer a whole lot of services. Just selling the blinds and shutters as well as installing them. They do offer a guarantee on their install. This is a pretty competitive market with a bunch of companies that do this same thing. This particular company has a 50-75 mile radius for their primary installs. We decided that once a customer hits their website they could focus on talking about the specifics of just their little town. They even took it a step further to talk about the details and styles of their products that went with certain neighborhoods, cities and homes. The customers could tell that they knew the area. They would say things like “In this neighborhood we have sold a lot of this kind of blind. Here’s a general look and feel of this home.”

Once we started paying attention to the specific towns and neighborhoods and talked about the service, specifics, products and installation they saw an increase in their conversion rate.

We built about 14 or so of these area specific landing pages for them and their conversion rate went up by 400%.

The important thing was to not set it and forget it. Always look at how you can do better. We looked at how we could change our mindset from doing a generalized certain area in California to specific areas in California.

Have a multi-dimensional approach. If you are building pages on your website, make them very geographically targeted but also keep different marketing channels in mind. Whether it’s paid ads or search engine optimizations, you can make that one page useful for different traffic sources.

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What kind of mindset or attitude or perspective do we need to have as we’re working hard to fix some of the errors that we might be experiencing in marketing?

Sometimes things we do don’t work and that’s where iteration, practice, AB testing, and trial and error come into play.

There’s so much that we can’t control about search engines. We can influence and do a lot of the right things but at the end of the day, we are not in control of the internet or the search engines. Social media works the same way. The longer we are working on a specific client, the better we are because we learn different lessons with each client. We can be working on two clients in the same industry and get different results for each one based on all sorts of variables. It is important to remember that it’s not just guessing, but data based.

Everything we do in marketing is data collection. You see how things are working over a period of time and make decisions based on that data.

Our attitude and mindset have to be number one.

When we are managing a marketing campaign we are collecting data, we are analyzing data, we are making decisions and trying to:

  • fix holes
  • fill gaps
  • make the numbers go up
  • make certain numbers go down

As we are doing all of that, we need to keep our patient hats on when it comes to our expectations about when we should start seeing the results! Allow enough data to come in to communicate. After knowing the data, analyze and re-strategize.

If you follow this simple formula you will be able to improve your marketing results and take your company to the next level.

Could you and your company use some additional support and help when it comes to improving your online digital marketing?  Even if you’re already working with another agency we’d be happy to provide a complimentary marketing campaign analysis and website evaluation to show you exactly where the gaps are that are keeping it from being even more successful.

Be sure to schedule your complimentary marketing campaign evaluation today by clicking here. We look forward to helping your marketing perform even better and your company to grow even higher.


Nathan Hawkes
President & Founder
Arcane Marketing

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