Deadly Sin 3: No Audience Segmentation
Do you talk to your grandmother about the same topics as your best friend from college? Probably not. Failing to segment your leads (or customers or prospects or contacts) before emailing them, creating content or reaching out for a sales demo, means you're sacrificing potential revenue.
Segmenting your audience can tell you a lot and, needless to say, the more segmented your audience the more targeted your messaging can be. Understanding each segment and speaking directly to the individuals in that segment can have a significant impact on your overall results including:
- Increasing conversion rates
- Increasing revenue
- Creating a better customer experience
- Increasing customer retention
Deadly Sin 4: No Process for Experimentation
Marketing is part art and part science, but many marketers still lean a little too far towards the "art" part. Whether you're talking about PPC and social media campaigns, landing pages or even headlines for a blog post, testing is often the missing ingredient.
At Uberflip, we're constantly trying and testing new channels. For example, if it's a paid campaign, it always starts off with a minimum spend that yields enough data for a relevant result. One of three things might happen based on the result:
- We kill the experient if it isn't working.
- The experiment is moderately effective so we try to optimize it.
- It blows us out of the water so we try to scale it.
The third one can be tricky. Every channel scales differently, and upping your spend doesn't necessarily mean you'll get proportionate results at the higher spend. If you're working on scaling any channel, as you increase the dollars invested there will typically need to be an adjustment period followed by optimization.
Deadly Sin 5: "Spray & Pray" Marketing
You'd be hard-pressed to find a marketer that hasn't "sprayed and prayed" at least once in their career. Whether its a sign of desperation or lack of knowledge about the customer segment, industry or the business as a whole, this approach is rarely effective.