Why AdHod Marketing is Killing your Business
Marketing is often the first department to be blamed for poor results and wasted budget. It’s more important than ever to be able to track your online activities to prove what’s working and what’s not. We’re here to help you be one step ahead of the game – telling you exactly why AdHoc marketing is killing your business and how you can veer away from it in your marketing process.
Adhoc marketing are the one-off marketing activities where you’re ‘throwing everything against the wall until something sticks’. AdHoc marketing is about trying one activity after the next, siloing your marketing processes and hoping that eventually something returns enough results that it’s worth investing further in. It’s extremely unproductive and unreliable – wasting both time, money and marketing efforts to something that doesn’t guarantee yielding many results.
It’s inefficient. You’re putting all your coins in one jar every time you try something marketing related. That becomes inefficient, expensive – both through time and money – and often times inconclusive.
It doesn’t allow for streamlined marketing activities and collaboration. Imagine marketing as an engine. You need to add oil, gas, routers, chains, etc. to make it work and you need to keep servicing it and fueling it long term to do its job. By using this analogy, AdHoc marketing is only serving one aspect of your marketing engine, while multiple components actually need to be serviced for it to truly work. AdHoc marketing doesn’t allow for a seamless strategy to work when only implemented one activity at a time.
Marketing is more than a one off activity, it’s a combination of multiple activities and traffic drivers making an impact on your business. Much to the point above, marketing needs to be a combination of activities for it to truly work. You can’t run an experiment months apart because the variables across time may have changed. Find a 30, 60 or 90 day period to do 5 marketing things really well and see what works best. When you find the winner, test it against 4 new marketing activities over and over again. Marketing in a sense is one large experiment until one thing sticks and you raise millions for your business (OK, that may be an exaggerated dream – but you get the point).
Here’s how to steer away from it:
Do a competitive analysis
Do a competitive analysis of your top 4 competitors, and rather than comparing yourself to them – compare them to each other. What gaps or downfalls of marketing are they experiencing between them? Is there opportunity that another company could do better than its competitor? Make a to-do and to-don’t list and live by it religiously – but never compare yourself to a competitor.
Start with a marketing strategy
Marketing strategies start with your business goals. Whether it’s sales, growth, software builds or creative PR coverage, it should act as your guiding light when marketing your company. But don’t be fooled, marketing strategies only last 18-24 months. Your business should be evolving, whether it’s the same goal, you should always be taking a different approach periodically to stay agile and fresh in the market. Learn from your marketing over the time your strategy is fresh and make a wish-list that every 18-24 months you can revamp, evolve and grow your marketing with better educated decisions. While there’s lots of tips and tricks to building a marketing strategy, find what works for you and your brand.
Go for the low hanging fruit
Low hanging fruit means the marketing components that are in reach. For example, do you already have a crap ton of content written? Start a blog. Do you have a G-drive full of quality images? Start posting to social media regularly.
Audit the content and marketing collateral you already have and go with what’s already been done or needs little time to fix up and pump out. Getting your audience warmed up for a strategic marketing presence will help get you the results you’ve been waiting for.
AdHoc marketing is bad for your business for various reasons. It’s wasting time, money and missing overall business goals. Start with a strategy that will streamline your marketing activities into one driven engine. Once you see when one activity works really well, that doesn’t mean stop all other things, it means put more effort and budget behind it. Do a competitive analysis to see what opportunities or missed activities they aren’t doing, so you can attract the customers that may be falling through the gap in other businesses. Lastly, go for what’s easiest. Marketing can be overwhelming with all the activities you need to catch up with, but one way to get started with something impactful is finding the low hanging fruit.