Picture this: you’re hosting a dinner party, and your budget-conscious friend asks, “What’s the one dish you could skip and still have a fabulous feast?” As marketers, we face a similar dilemma. With budgets tightening, it’s time to take a magnifying glass to our marketing investments and identify areas where we can cut the fat without sacrificing results. Here are four items that deserve a spot on your marketing chopping block:
Un-optimized Pay Per Click (PPC) Advertising
PPC can be a powerful tool, but only if it’s done right. Avoid targeting irrelevant audiences or sending traffic to the homepage without a specific offer. Instead, utilize targeting features to reach specific demographics and search terms. And don’t forget to send traffic to relevant landing pages to improve conversion rates. According to WordStream, targeted PPC campaigns can yield a 20% higher conversion rate.
Purchased Email Lists
Purchased email lists are like buying a used car without a test drive. They often result in low open rates and spam filtering. Instead, offer valuable content on your website to attract subscribers who have opted in. This approach ensures permission to communicate and provides relevant content. Hubspot reports that permission-based email marketing has an average open rate of 25%, compared to 10% for purchased lists.
Paid Press Releases
Press releases were once used for SEO purposes, but Google has devalued links from press release websites. Instead, publish original content on your website and share it on social media to establish authority and improve search rankings. Moz found that high-quality content can earn backlinks from reputable websites, which can boost your search engine visibility.
Mobile App for Your Company
Before investing in a mobile app, consider its value and functionality. If it’s just a glorified version of your website, skip it. Optimize your website for mobile devices instead, providing a user-friendly experience for visitors from various devices. Focus on maintaining one central platform for content and updates. Google reports that 57% of users abandon websites that take more than 3 seconds to load on mobile.
Bonus: If you’re feeling bold, consider ditching trade shows and print advertising. Trade shows can be expensive and ineffective, while print advertising is rapidly declining in reach. Instead, invest in digital marketing channels that provide measurable results and allow you to target specific audiences.
Remember, marketing is not about spending money; it’s about investing it wisely. By eliminating these four budget drains, you can free up resources to focus on strategies that drive real results. As Albert Einstein said, “The important thing is not to stop questioning.” So, keep evaluating your marketing efforts and make adjustments as needed. Your ROI will thank you.
Frequently Asked Questions:
Can I use purchased email lists if I clean them regularly?
While cleaning purchased lists can improve deliverability, it’s still not recommended. Permission-based email marketing is more effective and compliant with anti-spam laws.
Is it okay to have a mobile app if my website is not optimized for mobile?
No. Focus on optimizing your website for mobile first. A poorly optimized website can damage your brand reputation and drive away potential customers.
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