This week's question from my portal “The Neagle Code: Directions for Life” comes from someone who wishes to remain anonymous.
How long would you recommend sticking with a certain strategy for growing my business — before I decide it’s not getting a good enough response and I should try something else?
…Versus am I giving up too soon?
I think the hard part is that you don’t want to throw the baby out with the bath water.
A lot of people will try a strategy, and if they don’t get the results they want, they’ll just throw the entire strategy out.
What we’re seeing now with marketing is that if you tweak things, you’ll get a different result.
The idea is that you start with something. Then make small tweaks to individual things within that strategy — until you’ve gone through all of those little things and determined, “Yes, this is working,” or “No, this is not working.”
There are so many little things that will have an impact on whether a marketing strategy is effective or not.
The biggest mistake I see is that people try something that looks like a good idea — and then it doesn’t work. So, they throw the whole thing out and start from scratch. That’s the worst thing you can do.
You want to take it piece by piece:
“Okay, that didn’t work. So, what’s one thing in here we can tweak? We can tweak the copy, or the picture, or change it from a picture to a video. Or change from a video to a picture. Let’s see what the results tell us…”
Keep doing this until you narrow it down, and you’ve got a great strategy that works.
Or if it doesn’t work, you’ve got a lot of data to take into the next strategy…rather than just starting from scratch each time.
In most cases, you’ll never hit points A through Z 100%. That hardly ever happens. You’ve got to test and refine as you go.
That’s what we’re doing with our social media (for example). We’re watching what kind of engagement we get on certain types of content.
We have “content buckets” of things like Q&A, funny memes, and playing around with the timing of each post, and which days we’re putting stuff out.
If we want to post a meme and get engagement on it, we’re not putting it out on a Sunday. We’ll put it out on a weekday.
But we wouldn’t know that unless we first put it out on a Sunday.
If we just said, “Oh, well, that didn’t work…” then we never would have learned that memes don’t get much response on Sundays.
So, take into consideration and pay attention to when you’re putting content out. And do these little tweaks I mentioned earlier (picture, image, video, etc).
Just start with small changes, and see what they tell you.
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