One of the biggest mistakes that businesses make - especially smaller organizations - involves the idea that marketing is something that you "do once and forget about."
You put a team of creative people in a room, and you come up with what you believe is a perfect campaign. You've got blogs, white papers, advertisements - you name it. You send this all out into the world and you get a steady stream of new clients marching right to your door. The process is finally over, and you can work on bigger and better things, right?
The truth is that marketing is and always will be an ongoing process. It's something that you need to continue to hone and refine, making sure that the effort is bringing you the results that you need. What works well today may be woefully inadequate six months from now and if you're not proactive about keeping up with the latest industry trends and best practices, rest assured that you will find yourself left behind by your savvier competitors.
The Ongoing Evolution of a Marketing Campaign
It's not hard to find statistics to help underline just how important an "evolving" marketing campaign truly is.
Case in point: A/B testing. This is when you design two versions of something like a landing page, allowing each to go live in front of a small group of people who make up your target audience. After a predetermined period of time, you see which one performed better - then you roll that out to everyone as a result.
Just how effective is this, you ask? In 2012, a single A/B test which resulted in a pivotal ad display change increased Microsoft Bing's revenue by a massive 12%. More than that, it has long been reported that the Obama Presidential campaign was able to raise an additional $75 million in donations due to marketing decisions that were based on a series of comprehensive A/B tests.
This is because these organizations knew a simple truth: marketing is and always will be an ongoing process. You put the work in today to come up with something great... and then you sit down and try to find ways to make it better. You continue to tweak and hone until you develop a campaign that is even more successful... and then you do it again and again and again.
The fact of the matter is that you're not going to get to this point without a certain amount of experimentation - which means that marketing needs to become something that you think about on a daily basis. If it isn't, you'll quickly find yourself left behind by your competitors who understand this truth - and that is not a position you want to find yourself in.
If you'd like to find out more information about how successful marketing is a much more iterative process than a lot of people give it credit for, or if you just have any additional questions that you'd like to discuss in a bit more detail, please don't hesitate to contact InfoStream Solutions today.