I’ve been struggling with a Sommelier/Publishing marketing account for several months as the digital performance hasn’t been up to my standards. After a new Social Media Manager took the reigns because the other one was fired (technical they left, but I know what happened) the ship has drastically turned around – we’re heading for treasure island!
A critical component of this account’s success is as follows: I’ve identified their best social audiences. This was a mix of interest based targeting, look-a-like audiences derived from a robust follower email list along with a look-a-like audience of the client’s social media followers and likes. When CTR’s are performing at 5% , which is 4-6X better than the industry average, you know the audience marketing campaigns are targeting are the correct audiences.
From here, you expand the conversion funnel to capture more audience members. At this stage and every other stage for that matter, all decisions are made from data analysis. With digital marketing, you will know if a campaign or strategy is working or not within 2-6 weeks. Sure, there are longer buy cycles, but any marketer worth their salt will conclude ‘hey this campaign is performing terribly I need to optimize the campaign or try a different strategy with my digital marketing.’
Humility will win out over ego in business and don’t mistake ego for confidence, that value falls more under the humility umbrella. Someone’s humble energy is more potent, flexible, adaptable than ego energy. When your trying to do good in the world, radiating that energy, rather than just seeking to boost your self-image, is a better choice in my experience. You’ll win more in business and life.