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Let Your (Online Marketing) Garden Weed Itself
Do you know which of your marketing campaigns is most valuable? Do you know which has the lowest ROI?
Just like you wished your garden could weed itself, you probably wish your marketing campaigns could prioritze themselves. In a way, they can (your marketing campaigns that is…verdict is still out about self-weeding cucumber plants). Your garden weeding itself is a concept introduced to me by the book Think Like a Freak: The Authors of Freakonomics Offer to Retrain Your Brain by Steven Levitt and Stephen Dubner. Throughout their book, the authors use stories to teach the reader to think more productively, creatively, rationally, and a little outside the box (like a “freak”) to solve problems or issues.
I’ve mentioned before that I like to read and often I’m reading business books that will help me provide more valuable services to Blue Corona’s clients (check out my review of Crucial Conversations and how that impacts our services), but what this book taught me is that Blue Corona is already full of people who think like freaks (and apparently nerds who read business books on weekends). Don’t take that as an insult, I love my coworkers (we even choose to go to happy hours, Pilates classes, and road trips together on a regular basis) and I also consider myself to often think like a freak…especially when it comes to our clients’ online marketing.
Online Marketing Lessons from “Think Like a Freak”
“Resources are not infinite: you cannot solve tomorrow’s problem if you aren’t willing to abandon today’s dud.”
In one chapter, the authors instruct any reader with a dilemma to “let your garden weed itself.” And that’s just another way to think of our services at Blue Corona. Now, while I have my experience in the garden (you should see my patio ensemble of tomatoes, cucumbers, basil, and an oak tree), our clients don’t receive complimentary pruning and weeding. Instead, we have the analytical and tracking tools in place to let the gardens of our clients’ online marketing campaign weed itself. Let me take a step back and explain what I mean.
In the book, the authors use the story of King Solomon ruling over a maternal custody dispute to determine the mother with the true motives and the one with the malicious ones. King Solomon presents a solution that identifies each very clearly and makes his ruling for who should keep the baby quite easy. In a similar fashion, our call tracking solutions and calls intelligence reporting make the decisions to renew (or cancel) certain marketing campaigns quite easy as well.
Determining Which Marketing Campaigns Are Most Valuable
Let me now give a real life example that a small business owner could relate to. Say your mid-west HVAC company is investing in SEO, PPC, Angie’s List, Yellow Pages, and a local mailer. The problem is your marketing budget is shrinking and you still want to see results and grow your business…but you don’t know which marketing campaign to downsize or cancel.
Before you worked with Blue Corona, deciding which gets cut was based on your gut instinct (or maybe how much your Yellow Pages rep courted you). Since working with Blue Corona, you’ve had call tracking installed and receive a monthly marketing review with your dedicated account manager. They walk you through how many calls, leads, or visits each campaign results in. They also work with you to attribute revenue to each sales…providing you with a reliable ROI for each marketing effort. You see that Yellow Pages cost you the most of all your campaigns, only resulted in three leads last quarter, and has the lowest return on investment.
In this scenario, and in many similar situations for our clients, the online marketing campaign garden just weeded itself. By looking at the numbers and what the data was telling you about your campaigns, you no longer have to rely on your gut to determine which marketing campaigns to keep, upsell, decrease, or cancel.
Tracking & Analytics Are the Core of Our Company
First and foremost, Blue Corona got its start as a tracking and analytics company. As things progressed for our company, tracking analytics and data-driven decisions remained a core of everything that we do. This mindset became strongly instilled in every team member—and with our proprietary software, we can help your online marketing garden weed itself. You’ll have more time and saved money from unprofitable advertising campaigns to grow your business, increase your staff, or even just find the peace of mind and time for a round of golf.
Ready to get started with a team of high-talented online marketers who think like freaks? Call us today!
You Might Also Be Interested In:
- Principles of Internet Marketing
- Is Internet Yellow Page Advertising Worth It?
- What’s the ROI of Social Media?
- A Small Business Guide to Big Data & Analytics
About The Author: Hannah is the Organic Team Lead at Blue Corona. If she's not busy daydreaming about the training session for her team, you can find her improving client conversion rates and planning her next trip.
View more blogs by Hannah Nelson
The information on this website is for informational purposes only; it is deemed accurate but not guaranteed. It does not constitute professional advice. All information is subject to change at any time without notice. Contact us for complete details.