Although CEOs might understand what they want from a marketing strategy, they often fail to get specific enough to set practical goals. So here’s what you need to know about putting your marketing expectations.
When thinking about marketing outcomes , most business owners are thinking about results-based marketing rather than outcome-based marketing. These “results” include increased website visits, more sales, or social media buzz.
While these things are nice, they’re not specific enough to tell us if our marketing campaigns are effective. For example, you might have more website visits overall, but what pages do people visit once they arrive? What products are selling the most? Are those social media followers converting? In short, are you gaining quality customers?
As the name suggests, outcome-based marketing will achieve outcomes, not just results. The difference is subtle, but it’s essential. Results-based marketing is general: you launch a marketing campaign, cast a wide net, and then track your results. But these results don’t tell the whole story.
Outcome-based marketing is specialized: you decide on the specific outcome you want and tailor your campaigns to achieve it. Some examples of good outcomes include:
These outcomes will help you identify customer behavior over time.
Business owners often express the desire for results like brand awareness and recognition. Of course, these things are essential to pursue. However, it would be best to focus on outcomes like phone calls, inquiries, purchases, and other overt actions. If you want to implement outcome-based marketing in your business, here are 3 ways to get started.
Are you looking to give your marketing strategy a makeover? Click here to receive my free 21-step marketing guide, then let’s schedule a call to help you implement an effective outcome-based marketing plan in your business.
Coach Dave
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