Marketing Department Spring Cleaning: What to Toss, What to Keep
May 9, 2017
As the weather warms up and the trees start to bloom, it’s finally time for that most rewarding of activities: Suffering from pollen-related allergy attacks. Between the sneezes, though, it’s spring cleaning season. Time to take stock, declutter, polish, and get set for a productive summer.
Spring cleaning isn’t just for your living space, either. I’ll bet your marketing department could use some airing out, too. There are likely some dust bunnies under your databases, a few outdated tactics to purge, and your content calendar could use a fresh coat of paint.
So roll up your sleeves and clean house as you head into summer. A little elbow grease now could pay big dividends by September.
Here’s what to spruce up and what to toss for a thorough spring cleaning.
Clean: Email Database
How long has it been since your database got a good scrubbing? How many mailer-daemons are you getting with each push? Go for a deep clean and purge any undeliverable addresses, along with any that have never clicked through.
If you’re looking to augment your email marketing, we should point out that Sponsored InMail has 100% guaranteed deliverability. No scrubbing of dead addresses required.
Toss: Underperforming Campaigns
It’s great to A/B test your ad campaigns. We recommend doing it, and we have seen amazing results with our own testing. As you promote your winners, though, don’t forget to turn off the ones that aren’t resonating.
LinkedIn weights campaign performance as part of the bidding process. Getting rid of campaigns with low engagement will help raise your score. That means you can potentially reach a wider audience with a lower budget.
Clean: Landing Pages
Your ad campaign is only as good as your landing page. Are your stellar Sponsored Content or InMail ads pointing to a clunky, unresponsive, or overlong form?
Boost your conversions by optimizing your landing pages. Make sure each provides a consistent experience to the ads that link to it, with the same value proposition the ads promise. Trim the verbiage down to a clear statement of benefits, and provide a short form that’s easy to fill out.
It’s worth test-driving our new LinkedIn Lead Gen Forms, too. They’re automatically optimized for mobile and give the option of auto-filling from a LinkedIn profile, to remove barriers to conversion.
Toss: Unfruitful Channels
Marketers are notorious for chasing the next big thing. On one level, that’s good: A forward-looking mindset positions you to take advantage of new opportunities. On the other hand, too much shiny-object chasing can fill your strategy with dead-end channels. It’s easier to add to the list than to prune it back, so it just keeps growing.
You don’t have to be on every platform with every campaign to be successful. If any channels aren’t earning their keep, don’t hesitate to cut them out. Then you can save your budget and time to focus on maximizing what’s working.
Clean: Content Library
If it’s been a while since your last content audit, there’s bound to be some unused potential in your archives. Go through your last year or two of blog posts with two objectives in mind: Finding thin content and finding content that can be repurposed.
Thin content refers to a post under 500 words that offers little value on its own. That kind of content can drive up your bounce rate and lower your search rankings. Either add new content to fatten up thin posts, or combine multiple posts into an SEO-friendly mega post.
Then look for content that is a year or more old but still attracting traffic. There are tons of ways to repurpose that content into a new medium, a new channel, or an even more valuable asset. New content based on old content with proven value is a great way to fill out your editorial calendar.
Toss: Fuzzy Metrics
Fuzzy is great for a blanket or an adorable baby rabbit, but it’s not a word that should describe your content marketing strategy. If your goals include terms like “awareness” or “brand lift,” make sure they are linked to quantifiable metrics. And those metrics, in turn, should be linked to meaningful actions with provable ROI.
In the digital age, marketers can no longer skate by with fuzzy metrics. And we shouldn’t want to. Solid measurement makes it easier to not only prove our value to company stakeholders, it makes it possible to continue improving.
Even the tidiest of houses can benefit from a deep spring cleaning. The same goes for your marketing efforts. If you’re already seeing great results, polishing and purging will help you do even better. If your campaigns haven’t been performing, a deep clean will put you on the right track. Spruce up what’s working, toss what isn’t, and you will be ready for a profitable summer and beyond.
Is your marketing measurement strategy stale? Freshen it up – your CEO will appreciate it. Download Solving for ROI: Measuring Peak Performance to get started.