Do you want to know what are the two most common errors that companies make when it comes to marketing?
- Set It & Forget It (thank you Ron Popeil)
- Forgetting it ever existed in the first place
First, you should get an understanding of what a marketing asset is. These include things like emails, sales letters, brochures, blog posts and content from your web site. Of course, then you may be wondering what the point is of keeping an inventory of the marketing assets. This is done to keep an idea of what to use to build future marketing campaigns as well. This is how you can make sure your ROI pays off and to be able to cross-pollinate for the best results for your efforts.
Steps to Make This Happen
Ready to get serious about your marketing campaign? You may have thought you already were but it is important to realize there is usually something else you could be doing to improve it. For instance, it is now time to make sure you are keeping track of your marketing assets. This means having a current inventory of all your assets.
Reviewing these assets on a regular basis will help you in many ways. For instance, this will help you gain insight to how you can improve your efforts to see better results. Another important way this helps is by being able to see how your efforts can be extended to new marketing channels. Both of these mean you can take what you have and learn how to improve it.
You can also review your assets to see how what you do could be broadened by including fresher material or getting even more detailed about what is included. In addition, you can also review this type of material for a clear view of whether it is best paired with the most suitable prospects; for instance, matching it with the job function. Part of all of this work is also to make sure you are keeping detailed notes about your marketing assets and efforts. Keep track of what did and did not work so you can make clear decisions about future attempts.
What You Learn
Remember even a “failed” approach has benefits. A failed attempt is still a learning tool to find out what may or may not work for you in the future. Unfortunately, much of marketing campaigns is trial and error. The point is to make as much effort as possible so when you find what works you can truly use it to your benefit. Do not give up when something does not work, just document and start to understand why. Learning from the successes and failures of marketing can be done when you understand your marketing assets.