How can you assess the risk of investing in new marketing channels with a limited budget?

La définition d'objectifs et d'attentes claires pour une marque est cruciale pour guider les efforts de marketing, renforcer la cohérence et évaluer le succès. Analysez la notoriété de la marque, la perception du public, la concurrence et les tendances du marché. Identifiez surtout les objectifs stratégiques SMART à long terme que vous souhaitez atteindre. Associez egalement des indicateurs clés de performance (KPI) à chaque objectif opérationnel. Ces KPI fournissent des métriques tangibles pour évaluer le succès et ajuster la stratégie si nécessaire.

I'm going to try and give really practical, straightforward thoughts because I remember not knowing and just wanting someone to say it plainly and not give me the very high level tips that were just useless. So here goes. Spend more to learn faster. Spend less and be okay with learning slower. The value we're practicing here is this.....We don't spend - on ads - to win, we spend to learn. As you learn, there's less risk. Not no risk, just less. Don't spend to get impressions, clicks, visits or conversions. Spend so you learn how to get them, in different places, during different seasons, with different audience ecosystems. Then you can apply the principles you learn over and over. No risk = no advertising.

The immediate goal is to decide on and start with an audience ecosystem you want to go all in on. That way, when you fail at one thing you try more with the same audience over time. This can only help your efforts because you're never losing the momentum your learnings have given you.

Many channels have a "free" or organic component that requires some time and determination but nearly no budget at all. Leverage the learnings from the organic channels by converting the best-performing assets into your paid distribution strategy. If you are on a tight budget, you shouldn't be paying to figure out what works. You should already have a very educated guess before your first dollar is spent.

Some of the most effective marketing channels are very hard to track with traditional attribution software. Mitigate the risk of "failure" by asking prospects on your inbound form fields how they heard about you. That data can be encouraging and interesting when it comes time to evaluate the program.

The world of marketing is changing, fast. If you're goal is to focus on SEO, consider that not everyone is produce much more content because their outsourcing their thinking (bad idea) to AI. That means TONS more content. While SEO is exponentially harder, paying some money to get learnings faster is something you should consider much sooner in your program and much more often.