Let’s start by understanding the difference between efficiency and effectiveness. Most people confuse the two terms, or they use them interchangeably as if they mean the same thing. Let’s be clear. They don’t. And one of them is far more important when it comes to your marketing efforts. Is it efficient marketing or effective marketing?
Efficient: achieving maximum productivity with minimum wasted effort or expense.
Effective: successful in producing a desired or intended result.
Efficiency in marketing is things like automating tasks. Freeing up time, to allow you to do other things. However, there is a big difference between that and getting results. Effective marketing is all about taking the actions that bring you the best results.
When it comes to your marketing, it’s always about results.
What is effective marketing?
Digital marketing is all about experimentation. It’s about trying different things, on different channels, to see what resonates best with your target audience. As you publish different forms of content, on different platforms, you begin to get a feel for what works and what doesn’t.
The key is to recognise what’s really working for your brand. What’s converting customers, the content that’s getting the most engagement, what’s creating revenue for your business. This is where effective marketing comes into play.
Doubling down on what works, and weeding out what doesn’t is a great way to make your marketing more effective. It’s something that too many small businesses overlook. Often, they simply do things because they feel they need to. Like social media marketing for example. Companies know they need to be “on social media” so they are, but they’re not focused on what works and what doesn’t for them.
Test, Test and Test Some More
Everything you are doing in your marketing right now should be an experiment. We test everything we can here at Social INK. Why? Simple, we want to know what works and what doesn’t. For ourselves and for our customers.
Learning by doing is often a great way to get better at something. The same is true in marketing. Really effective marketing is usually the result of many trials and errors. It’s a journey, a process, to find what really works. And a lot of us have marketing failures that have come up along the way (most people don’t talk about them very often).
Experimenting is a sure fire way to find what’s effective. Remember the definition? Successful in producing a desired or intended result. That’s what we’re looking for. And that’s why effective marketing is so important.
Effective, then Efficient Marketing
Efficiency isn’t dead! Not by a long way. But way too many people look for a way to save or free up their time by being efficient, but they don’t realise the efficiency without results is useless. Yeah, it might take you less time to do it, but it’s still not bringing in results.
Start by focusing on your most effective marketing. If you’ve been trying things for a while, analyse what works best for you and then double down on it. Forget about the rest. Something that works is far more important than something you can do quickly for the sake of it.
Once you really know what’s effective, then you can look at ways to make it more efficient, and to start freeing up time. Then with that free time, you can start figuring out how you can test some more and make your marketing even more effective.
If you’re looking to produce more results from your current marketing online, or you simply don’t have the time to run your marketing, you should get in touch. We’d love to have a free digital marketing consultation with you, to help you identify where and how you can improve your marketing.