Marketing is vital to the growth and success of your business, but creating a long-term, structured marketing plan can be time-consuming and difficult – leading many business owners to run their campaign on an ad hoc basis. Running an ad here and there may seem better than nothing, but it may actually be doing your business more harm than good. Marketing expert Philip Bacon explains why.
Inconsistent Messaging
An effective marketing campaign uses tight, targeted messaging that sends potential leads all the way through the marketing funnel. Your ads and campaigns should be just as recognisable as the products and services you offer. Ad hoc marketing can lead to inconsistent branding and messaging and make your company seem disorganised, contradictory and uninformed.
Low Engagement
Running random marketing campaigns may mean that you’re utilising different colours, different fonts, or different music – which all lead to completely different looks and feels to each campaign.
Running irregular campaigns in this way means you’re less recognisable to potential customers, and may even confuse or irritate them, meaning not only is your campaign ineffective, it’s actively turning people away from engaging with your business.
No Brand Loyalty
Irregular campaigns means your brand is much less likely to stay in the minds of your target audience, and you’re completely missing out on creating loyal customers. Short-term promotions disconnected from your overall strategy will not give your business a lasting lift as customers are likely to forget all about you until you run your next ad.
You Learn Nothing
The best marketing campaigns use focused, data-driven messaging. Running a long-term, structured campaign means you gain access to a wealth of data to inform future campaigns. Running random campaigns on an as-and-when basis provides none of this information. You lose out on measurable results tied to specific tasks, and you’re more likely to keep repeating costly mistakes over and over again.
Philip is available for expert comment on marketing tips and best practices.
About Marketing Managed (Bacon Marketing)
Marketing Managed (Bacon Marketing) approach marketing the same way an inhouse team would, but with the benefits of working on multiple campaigns at any given time, across many industries. Their offering includes consultancy all the way through to implementation of a full mixed skills marketing or augmentation of your current marketing team.
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We always start by finding out about your business, its unique, then we get to work on planning, building your strategy and adding sizzle to your marketing.
Our combined backgrounds are a combination of both generalist and digital marketers, largely focused on digital marketing and also how it can be blended with offline marketing. It has meant that we have had to be hands-on and strategic.
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