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4 Mistakes to Avoid When Revamping Your Paid Strategy

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For marketers, the most important thing is how much traffic you convert—right?

Marketers are brainwashed to think they can pick the right offer to the right person, and it’s as simple as that. But it’s not—there is no secret formula that tells you how. Forget about the mainstream marketing advice you always hear, and focus on what you can be doing to improve performance and ROI in the coming year.

There Is No Magic Formula

There’s no sure-fire way to ensure that the content you create will convert. Marketers must do their homework to define and understand their target audience. Focus on segmenting everything that comes next (promotion, paid ads, landing page content, etc.) by those groupings and by channel, all while continually swapping offers to see which nets the highest conversion rate.

Testing Requires Patience

The secret to high conversions isn’t based on choosing the right offer. Marketers must test, test, test. First, test four or five different offers to the same group of people. Once you figure out which offer resonates with your audience, test variations of the landing page graphics and content. It’s all a testing game, so be patient.

Don’t Rush Into Paid Placements

Marketers should follow the three-pronged strategy from Hubspot that suggests starting with publishing on your own platform, then reaching out to industry influencers (a.k.a. earned media) before opting for paid promotion through social and other paid placements. Why is this important? Because you can learn a lot about your audience, verbiage, and graphics by promoting them through ot…

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