Looking to improve a marketing initiative or channel?
Here’s a novel way to look at things that will help ….
Think of performance in terms of health.
At one end of the spectrum, you’re very sick.
At the other end of the spectrum you’re an olympic athlete.
And of course most of the time things are somewhere in between, and you're overall healthy.
If a marketing campaign is “sick”, a marketing expert will know that it's sick, give direction on what’s probably causing the issue, and provide some ideas on how to fix things.
For example, if the bounce rate on your homepage is 91% I can tell you that something’s wrong, identify a few possible issues such as the headline, subhead, calls to action, messaging, other content, navigation, design, etc. I can also provide suggestions on how to fix it.
Getting from sick to healthy is easy.
Even if you can’t split test ideas, or don’t have good tracking and measurement in place, that's OK.
Expert advice, adapted to the specifics of your product and target audience, usually provides improvements.
Getting from healthy to olympic athlete level is hard.
If your marketing campaign is already healthy and you want to take it to the next level, that's when things get hard.
It’s definitely doable, but there’s no way of knowing what will work until you try it.
You’ll need to do a lot of research, have excellent tracking & measurement capabilities, and experiment with ideas.
So next time you’re working on improving something, first ask yourself:
Are you just trying to convert something sick to healthy?
Or take it from healthy to athlete?
And then think about how to how to do it.