~by Emma Sturgis~
In marketing, the little things can make a big difference. Many business owners tend to overlook the little things and get too caught up with the big picture. While the big picture is important, you often can’t get to the big picture if you don’t make every part of your marketing perform to its fullest potential.
To become a marketing master, you need to focus on making small improvements in all aspects of your marketing.
Small Improvements Over Time Add Up
One good example is your sales page or landing page. Making small changes in your design, formatting and layout can result in small boosts in lead or sale conversion. Even a small 11% percent lift can help bring failing ad campaigns into profitability. You can take it further and test different ad headlines to produce even bigger lifts. Testing multiple elements of your sales letter can produce small improvements over time which eventually add up in a big way.
Strategize to Boost Your Ad Results
Sometimes it’s just about doing things more effectively. Very few businesses maximize the potential of their existing marketing channels. One idea is to use social media and email marketing for your online display ad campaigns. You can get your social media followers to sign up to your email newsletter for a reward. On the sign up page, you can embed a code to tag them for a retargeting ad campaign. It’s a quick way to target interested prospects and maximize the cost effectiveness of your display ad campaign.
Look Beyond Your Sales Page
Yet another example would be improving your content. You can improve your engagement by transforming regular content into interactive content. Consider using videos, infographics and dynamic content that grabs your audience and holds their attention. You have to remember that content is a big part of developing relationships, educating prospects and moving prospects closer to the sale. For assistance in creating new content for your business, consider using a content marketing agency to help you get started.
The key to making the little things count is to think about each aspect of your marketing campaign. Ask yourself: what can you improve to produce better results? What ideas can I test out? Is there a better way to approach this problem? It may seem overwhelming to focus on all the small details but you have to remember that marketing is an iterative process. While the big picture is important, the small improvements are what will bridge the gap to your ultimate marketing goals.
Meet the Author: Emma Sturgis
Emma is a freelance writer based in Boston, MA. When not writing, she enjoys reading and rock climbing. Say “hi” on Twitter @EmmaSturgis2.