One benefit of online marketing is that nearly every aspect of a visitor's interaction can be measured. Web analytics, social media insights and tracking codes provide data that can prove the ROI of almost any inbound marketing campaign. In theory, this has made the marketer's life easier. We have more options, tools and resources to be better, faster and stronger.
On the flip side, some marketers have contracted paralysis by analysis. They're overwhelmed by all the data and the new online marketing tools and gizmos that that seem to pop up every other week. They feel like they need to be on the bleeding edge of the latest trends and technology, or be perceived as irrelevant by their brand's followers. The problem is, most of this new "stuff" is an inefficient use of both budget and time for an already busy marketing director.
The good news is it’s never too late for an honest look at your business’s marketing plan, trim the fat and concentrate on the tactics that really perform. To help with your transformation into a more efficient marketer, we’ve written an eBook that shares 10 things you can cut from your marketing today, as well as where you should be spending that previously wasted time and precious marketing dollar. Here are five of the highlights. You can download the complete eBook here.
1. Cut the fixation on on-page SEO
Google's search algorithm is much smarter than it used to be. On-page SEO, while something you should certainly spend a couple minutes checking before you publish new web content, isn’t something marketers need to obsess over anymore. Instead, focus on topic-specific content, generating links, engaging conversations and increasing conversions.
2. Cut all the over reporting
It's easy to get analysis paralysis. You could spend an entire day just diving into, say, conversion reports, but what marketing metrics should you really care about? A lot of spreadsheets and numbers does not make a marketing strategy. Define what success looks like for your company, and focus on the metrics that prove your ROI.
3. Cut untargeted paid advertising
Turn off your paid media spend that doesn't leverage targeting functionality and redirect your advertising budget to targeted pay per click campaigns to reach the prospects you want. Even if the overall volume is lower, the number of qualified conversions will be higher.
4. Rethink your website redesign
A new website redesign can quickly become a headache, cost more than budgeted and adversely impact SEO and conversions. Before you start your website redesign, identify what is, and is not working on your existing website. Experiment with a series A/B tests in which you incrementally improve small parts of your website, and roll out what you learn on a wider scale.
5. Cut underused social networks
It wasn't long ago that some marketers wondered if the whole social media thing would catch on. Nobody want's to make that mistake again, and today, brands are scrambling to be first on the next big social network. But posting, monitoring and measuring all that social media chatter can drain a lot of time. Instead, check your web stats and focus your attention on to the social networks that actually refer traffic to your website.
There's no better time to reevaluate the time and money you spend on your marketing activities. If you've set aggressive marketing goals for yourself, cutting some of the time-wasting and ineffective tactics mentioned in our eBook, "10 Useless Things to Cut From Your Marketing," will free up the time and budget you need to pursue new strategies.