Feeling frustrated because your company failed to meet your short- or long-term business plan goals? Fret not; there’s plenty of hope for a turnaround.
Failure is a frustrating reality in business. Even the most successful names in history experienced a setback or two in their careers. Consider Steve Jobs, who suffered numerous (and quite public) shortcomings before going on to helm one of the most profitable and iconic tech brands of all time.
How do you turn your online marketing failures into success? It requires a critical eye and thoughtful analysis, not to mention a bit of elbow grease. Below are three questions to ask any time you don’t meet your business goals so you can reevaluate how you can meet your goals the next time.
1. Were the goals realistic?
Start by carefully and honestly assessing the goals. Were they realistic? There’s nothing wrong with setting a high bar, but be certain to supply a ladder. A small, independent business cannot feasibly expect to go from zero to 1,000 legitimate Facebook likes in a single month. Likewise, a personal injury attorney firm cannot expect to surge from page seven of the search results to the top of page one over night.
Going forward: Consider working with a marketing consultancy to analyze your marketing goals. Ask them if your past projected figures were reasonable given your client base, audience, resources, and industry. If not, adjust those goals and timelines to a more reasonable level.
2. What went wrong?
If you determine the goals were reasonable and realistic, it’s time to determine what went wrong. This requires an in-depth analysis of web traffic, search rankings, keyword reports, social media analytics, and other metrics. Again, a marketing consultancy or SEO company may be best suited for this task. Look for patterns that indicate a problem area. For instance, did web traffic take a sudden plunge – and fail to recover – when you re-coded your home page? Did your Facebook page experience a massive exodus once you started sharing daily thoughts on politics?
Going forward: Identify potential roadblocks to success. Develop an organized and realistic plan to remedy each problem. A marketing or SEO expert can be a tremendous help in this aspect. Think of each failed project as an opportunity to learn more about what to do in the next marketing campaign.
3. How can we do better the next time?
There is a difference between analyzing what went wrong and dwelling on the past. Once you’ve assessed the original goals and results, it’s time to move on with a new plan of attack. This new plan may include or build upon any parts of the initial goals/plans that were a success.
Going forward: Jump right back in with both feet. This means charting out a new list of short- and long-term goals, armed with the knowledge of what didn’t work in the past and why. Lead by example and show your team (and your clients) that you aren’t afraid to shake off a setback and strive to meet your goals the next time around.
The We Do Web Content team takes a proactive approach to problem solving. We relish the challenge of helping companies turn past marketing failures into stories of success. Call 1-888-521-3880 or complete this online contact form to learn how we can help your company reach its marketing goals.