The Importance of Failure in Your Marketing
Last week, I posted about the frustrating feeling of failing at your marketing and not understanding why.
With digital marketing, we have all kinds of tools available to us to help us understand why our content is or isn’t working. But sometimes it’s possible to do everything right and the content still flops. Why is that? You may never know. And that is the most frustrating feeling I’ve ever experienced as a business owner.
But the truth is that there are things you can do. No failure is ever JUST a failure, it’s a lesson. Even if it’s a vague one, like “this particular combination of things didn’t work, so let’s just change one element and try again.” Every single failure is an opportunity for insight, and trial and error is an important factor in any strategy.
So what do we do when we fail? Here are the 2 tips I have for making the most of your failures:
1. Record EVERYTHING.
Are you tracking your social media performance? Your email open rates? The content within each of those? Are you using tracking links? Are you looking at the heat map of your home page to figure out where most people are scrolling to?
It’s a lot to record, so it seems overwhelming at first. But remember that if you don’t record these things because you don’t think it’ll be useful, it’ll be too late when you do end up needing it. Record everything, and you’ll have any insight you need at the drop of a hat.
Once you have everything recorded, you can start inferring important insights. For example, I discovered a couple of weeks ago that if I sent my emails on weekdays they performed better with shorter subject lines, whereas longer-tail ones won out on weekends (but weekdays performed better overall for me, so I went with that). I couldn’t have known that if I hadn’t been making sure my email platform recorded open rates, click through rates and other data and connected it to the subject lines and delivery details. Plus I had to set that up a while ago so that by the time of analysis I had a statistically viable set of data. So set things up now even if you don’t think you’ll need it.
2. Celebrate the failure.
Yes, this is a mindset thing, but it’s just as important as the other one. Feel your frustration, let it wash over you, and then let it go and replace it with joy. Joy that you have another piece of the puzzle. Joy that you’re one step closer to figuring out the right content and process for your audience.
Remember, failure happens to everyone. No business owner is exempt from having an offer that didn’t appeal, an email that didn’t get opened or a photo that didn’t get liked. The sooner you recognise it as part of the process, the better you’ll handle it WHEN (not if) it comes your way.
To understand your marketing insights or know what data to collect, contact us to find out how we can help!