Upside-Down Thinking by Patric Fransko
by Patric Fransko
November 23rd, 2016

Things to Be Thankful About When Marketing in 2017

Since it’s the eve of Thanksgiving, I thought I would share a few things you can be thankful for as it relates to marketing for the remainder of this year and into the future.

  1. Advanced Targeting – I know I have written some articles about this in the past, but it bears repeating. The ability to target your marketing to precise audiences in 2016 and moving forward is astounding. Unlike any time in the past, you have the ability to make sure your content is being only placed in front of a relevant audience that has a higher potential to covert. With tools available on Facebook and other sites, you can even take your past customers and find other consumers that are very similar in nature. This enables you to grow your target audience in a logical way based on the customer database you already have. If you are unaware or not well informed about the possibilities to use these tools for advanced targeting, you are missing the best overall marketing opportunity available right now. One of the best investments you can make as 2016 comes to a close is to make using these tools a priority in 2017.
  2. Tracking Your Results – In addition to targeting, the ability to track the results of the marketing you are doing, enables you to fine tune your programs in real-time. The tracking available as you launch programs, allows you to adjust programs on the fly based on the response the program is getting. If the program is getting a great response, you can increase the program budget. If the program is falling flat, you can pull the plug before too much money is spent. This will help you get the most out of every dollar being spent by not wasting money on programs that aren’t working.
  3. Lower Marketing Costs – Because of the targeting and tracking tools mentioned above and the availability of numerous marketing platforms, your marketing dollars can go much further now than ever before. As a result of not wasting money by putting your content in front of people that aren’t relevant, you can get equivalent results for less money. In addition, the many platforms that are competing for your marketing budget have caused the cost of programs to decrease. Also, as mentioned above, the tracking tool allows one to modify programs to get the best overall results for the money being spent. Programs can be expanded or turned off the moment tracking gives an indication as to how the content is being received. This will save you money by ending programs that are not getting the desired results.

Hopefully you can see how the current state of marketing give most business owners much to be thankful for. As you begin planning for 2017, make sure you are taking advantage of the tools available. Finally, I hope that you have had a great 2016 and have much to be thankful for this Thanksgiving.

 

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