June 23, 2017

The Marketing Litmus Test: Part 5

In the final Marketing Litmus Test, we turn an eye to the future…

5. If a marketing strategy experiment works, are you in a position to roll it out at scale?

Most of the marketing work you do ‘in-house’ will fall under the category of ‘experiments’.

There’s an important distinction here between ‘experiments’ and ‘campaigns’.

The language of campaigns permeates many aspects of marketing. We talk about running ‘campaigns’ in Infusionsoft. We talk about setting up a Google AdWords ‘campaign’.

The trouble is, most of the time you’re not running a ‘campaign’ at all. You’re running an experiment. A campaign requires the organisation and deployment of resources. Campaigns involve carefully orchestrated activities. An experiment on the other hand simply tests out an idea.

In running an experiment, you need a contingency plan in case the experiment is a success. If your experiment goes well, can you put yourself in a position to really capitalise on your success?

If you’re managing your marketing in-house, will you have the expertise to build out a full ‘campaign’?

If you work with outsourced marketing providers, will you have people lined up to take over your successful experiments?

A successful marketing experiment is only worthwhile if you can be in a position to subsequently scale out the parts that work. If you’re not going to be in a position to do that; if your business can’t afford to hire the expertise; if you’re never going to have the skills in house… then why run the experiment in the first place?

Oil companies don’t get rich by drilling for oil in random places. An oil company will first prospect for oil. And when they find it, they build a fence around it and scale.

I suggest you operate your marketing in the same way. By all means run your own experiments. But start with a plan in place to scale your efforts, should things work out.

Don’t pursue any marketing strategies you have no intention of rolling out.

We’re at the end of this series on marketing strategy litmus tests. You can catch up with the full series here.

And as always, I’d love to know what you thought.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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