Don't Follow Your Heart!
The Marketing Mix
Listen to your gut. Follow your intuition. What if I told you these common phrases are costing you money?
In some cases, a lot of money.
Learn why you should check your feelings at the door.
Don't follow your heart 💔
Every one of my favorite musicians will disagree with me on this statement, but you should never follow your heart when it comes to marketing.
Your marketing strategy should be built on data and best practice, not on intuition, personal preference, or assumptions.
A Quick Case Study
I recently completed a marketing assessment for a non-profit organization. Last year, the board felt strongly that social media was their top priority for marketing.
So they invested the bulk of their marketing funds on social media for the year.
The paid efforts increased reach and followers. However, at the end of it they didn't feel like it "moved the needle" on their top pain points.
🤷 What did that investment really achieve?
They decided to invest in a marketing assessment and we quickly identified their top priority:
They really need a new, mobile-first website.
The data is pretty clear:
📲 78% of their website traffic comes from a mobile device.
❌ But their mobile usability score is 25 (out of 100).
🖥️ On social media, they send customers to their website as the core source of information and updates.
📲 99% of social media users access the platforms on mobile devices, at least part of the time.
❌ So customers were directed from a mobile social media app to a non-mobile accessible website.
📲 2/3 of their customer personas prefer finding their information online. They do not want to call someone on the phone.
❌ Because it was difficult to access core information, customers were forced to call... overloading phone lines and leading to more frustration.
The budget spent on elevating social media last year would've provided this organization with a leading-edge, mobile responsive website that addressed their pain points.
With that completed, they could then focus on elevating their social media this year, with the mobile-first website as their source for customer updates and questions.
This is a common mistake. The organization followed the personal preference of their board and the assumption that social media would solve their communication issues.
Always start with the data.
| I'm ready for an assessment! |
What if I have a beautiful website?
You probably need an SEO audit.
I've done several free SEO audits recently where significant usability issues were identified.
🤩 The sites were beautiful to look at.
💡 The business owners had no indication there was a problem.
💰 The data illuminated problems costing them customers.
An SEO audit can show you issues you can't see when you log into your website. You need the data.
📈 How fast is your site loading?
❌ Slow load times make for poor user experience. Google is not a fan and will deprioritize your site in results.
📈 How does your site perform on mobile?
❌ Poor mobile experience is a deal breaker for customers, and for Google.
📈 Are you using correct title tags, alt tags, search friendly URLs, etc.?
❌ That's how Google understands your content. You don't want to confuse Google!
📈 Is Google even indexing all this great content?
❌ It's hard to know without the data. 🤷
The Good News
Once you know where the issues are, you can fix them!👇
| Request a Free SEO Audit |