How many different ways do you market your business? From this list, how many are working for you? Honestly?
With so many channels out there today that your company can use for marketing purposes, but only a small number of channels that your actual customers engage with, we need to be selective about the channels and strategies we use. More marketing is most often never better.
Do you have a marketing to-do list for the new year? Of course–most of us do. But what about a not-to-do list? It turns out that’s at least as important, according to productivity experts.
What exactly is a marketing not-to-do list? It’s a list of marketing activities that:
a) Didn’t yield any results for you in this year, or
b) You can’t measure if it did
A marketing not-to-do list will bring you clarity and prevent burning out your marketing and admin teams as you start to fill up their calendars with more stuff for the new year. Don’t just add more things for them to do without taking away the marketing activity that didn’t work or can’t be measured.
Stop doing what isn’t working (or worse, hurting)
A business we consulted with recently, a large independent real estate brand, spent hours each week putting together social media posts for its agents to promote their Saturday open homes. You know the ones… the social media post with an image in the background and all the open home times listed on top of the image, inviting potential buyers along.
The client estimated 3-5 hours per week was spent by their admin team putting these posts together for its agents. A deep dive into the analytics found that 98% of the engagement on these posts was from other agents in the office or family members of staff who worked at the office. Worse, a number of their followers were selecting “hide all posts from this company” off the back of these weekly social media posts.
So we decided to put this task on the marketing not-to-do list for next year and replace it with a new strategy for promoting open homes through social media.
Rather than a list of all open homes on a boosted post, the admin team are now creating a Facebook/Instagram ad for each property, targeting locals within a 2-3km radius of the listing, for a budget of just $30 per listing and running the ad between 3 pm and 9 pm on Thursday and Friday (the time most locals in their marketplace are active online), driving traffic back to the listing page on their website – to build momentum for each property leading into the weekend.
An example of what the ad might look like across the Facebook/Instagram network:
Timing of the ad (setup through Facebook Ads manager):
The admin teams have a Facebook/Instagram ad template set up which makes creating these ads much quicker than their previous approach to promoting open homes through social media and it has resulted in a significant increase in website traffic to their listing pages on their website.
By way of measurement, we invited the client to ask each open home attendee how they found out about the open home and we are told that many attendees have sighted the Facebook promotion. It can be difficult to track the offline activity from online marketing but anecdotally the client feels there has certainly been a shift as a result of their new approach.
But the measurable digital marketing results are indisputable. Rather than just a few staff and family members engaging with their social media posts, their website traffic, people in the community visiting their website each day, has increased 400% as a result of their new approach to promoting open homes.
Don’t add more tasks to your marketing and admin team’s list for next year without removing the stuff that didn’t work this year. Unlearn the marketing you’ve done – be bold and try something new that will generate business outcomes.