{"id":13444,"date":"2017-12-11T12:24:50","date_gmt":"2017-12-11T12:24:50","guid":{"rendered":"https:\/\/directiveconsulting.com\/ca\/?p=13444"},"modified":"2024-05-23T07:42:33","modified_gmt":"2024-05-23T11:42:33","slug":"stop-prioritizing-marketing-activity-over-marketing-impact","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/ca\/blog\/stop-prioritizing-marketing-activity-over-marketing-impact\/","title":{"rendered":"Increase Leads & Revenue by Focusing On Marketing Impact, Not Activity."},"content":{"rendered":"

In today\u2019s fast-moving world, being a marketer means more than it used to. <\/span><\/p>\n

It used to mean that you could write some savvy sales copy, take a picture of a pretty woman, include the ad in the local newspaper, and then, so long as your product was appealing, watch clients flock to your business with their wallets open. <\/span><\/p>\n

Now, it\u2019s not so clean. <\/span><\/p>\n

Marketing is a bit more like a giant octopus with twenty opportunity tentacles that all promise to generate leads and increase revenue. <\/span><\/p>\n

And since lead generation<\/a> is one of the top priorities for marketers today…<\/span><\/p>\n

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A part of you wants to dip your hands in all of it, not just some of it.<\/span><\/p>\n

But, while it\u2019s easy to do <\/span>stuff, <\/span><\/i>it\u2019s difficult to do the <\/span>right stuff. <\/span><\/i><\/p>\n

Choosing the right marketing tactics requires a deep understanding of your industry, your ideal client, and, overall, a thorough comprehension of which marketing strategies will benefit your business the most. <\/span><\/p>\n

In other words, every marketer struggles with figuring out which tentacles to leverage. <\/span><\/p>\n

The reality, though, is that implementing the right strategies is far more powerful than juggling all of them. <\/span><\/p>\n

In fact, here\u2019s what you need to know in order to prioritize the impact of your marketing efforts. <\/span><\/p>\n

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We Can Help Increase Leads For Your Business!<\/p>\n

We would love to take a look at your current search engine positioning and analyze the growth potential within your industry!<\/p>\n

Free Consultation<\/a><\/p>\n<\/div>\n

Content marketing quality vs. content marketing quantity<\/b><\/h2>\n

From \u201c<\/span>Quality VS Quantity In Content Marketing<\/span><\/a>\u201d to \u201c<\/span>Ending the Content Quality vs. Quantity Debate<\/span><\/a>,\u201d every marketer with a computer is picking up their pen to fight for one side or the other. <\/span><\/p>\n

The side arguing for quantity claims that producing massive amounts of content will generate tons of passive traffic. The other side claims that existing clients are the ones you need to impress, not random SEO-generated visitors. <\/span><\/p>\n

Well, today, I\u2019m going to give you the truth. <\/span><\/p>\n

Both sides are right. <\/span><\/p>\n

Sometimes, quantity of content is best. And sometimes, quality is best. <\/span><\/p>\n

But usually, falling somewhere in between the two is actually best.<\/span><\/p>\n

On a scale from one to five, 42% of B2B marketers rate their content marketing effectiveness as a four or five, and 16% rate it as a one or two. \u00a0<\/span><\/p>\n

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This shows how impactful content marketing can be, but here\u2019s what interests me even more about the graphic above. <\/span><\/p>\n

When content marketing institute reported this data, they only circled numbers one, two, four, and five. Yet, number three actually sports the highest percentage, where 41% of B2B content marketers live.<\/span><\/p>\n

But what does that high percentage indicate?<\/span><\/p>\n

It shows that marketers aren\u2019t really sure about how effective their strategy is.<\/span><\/p>\n

They know it\u2019s not the worst, but they also know it could be better. <\/span><\/p>\n

And the factor that plays the biggest part in determining the effectiveness of your strategy is where your content falls on the quality and quantity spectrum. <\/span><\/p>\n

On one end, you\u2019ll receive high traffic but low commitment. On the other end, you\u2019ll get low traffic but high commitment. And in the middle, you\u2019ll get a little of both. <\/span><\/p>\n

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Don\u2019t automatically think that one is better than the other, though. For businesses with a simple product that sells itself, quantity will rule. For businesses with a complex product that requires higher commitment levels for conversion, quality will often win. <\/span><\/p>\n

But as with all marketing strategies, the subtle nuances are how you determine where your own business should fall on the quality, quantity, content marketing debate. <\/span><\/p>\n

Largely, it will depend on what your business goals are. To give you an idea of some of the most popular goal categories, here are the top goals for B2B content marketers. Consider brand awareness, lead generation, and engagement specifically.<\/span><\/p>\n

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Whatever you choose, once you\u2019ve set goals for your business, align those with your marketing strategy, and you\u2019ll have a better way of measuring the effectiveness of your efforts. <\/span><\/p>\n

Ask yourself this question: for your business, what will give you the best ROI? A lot of content that is medium-quality? Or less content that is high-quality? <\/span><\/p>\n

Neither is better. Neither is worse. They are just different. <\/span><\/p>\n

And your marketing strategy should err on one side of the spectrum or the other in direct relation to your business’s goals.<\/span><\/p>\n

Tested advertisements vs. new advertisements <\/b><\/h2>\n

As marketers, it\u2019s easy to get overwhelmed. <\/span><\/p>\n

We constantly have fresh ideas, new ways of implementing old ideas, and unheard-of strategies we want to test. <\/span><\/p>\n

Unfortunately, all of those \u201cfun\u201d ideas quickly bog us down from actually having an impact on the business. We end up more like a research and development department than a marketing department. <\/span><\/p>\n

While we should be generating traffic, bringing in leads, and raising the website\u2019s conversion rate, none of that happens when our efforts are too split to iterate and perfect any one strategy. <\/span><\/p>\n

For that reason, the smart marketer will prioritize only one, two, or three marketing channels, spending all of their testing, improvement, and iteration energy on just those tactics. <\/span><\/p>\n

They\u2019ll run this cycle over and over again to dominate a single marketing method.<\/span><\/p>\n

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But determining which few channels you should prioritize and perfect is easier said than done. <\/span><\/p>\n

Ask yourself these questions. <\/span><\/p>\n