What to do if changing marketers doesn’t produce results

You change your marketer yet again with the hope that profits will finally start growing and your business will develop, but there is still no result. What could be the problem? We asked the founders of the agency “Precisely.” Alexey Krivoshein and Kirill Fomichev what a marketer should do to change the situation.

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Every entrepreneur is sure that their product special database is good. Most likely, it is, but the devil is in the details:

the market is overcrowded – there are already many similar products, and customers are already distributed among all players;
needs have changed – for example, customers used to want to receive the product faster, but now quality is more important to them;
too wide a product line – it can be difficult for people to choose, especially from a large number of tariffs or similar products;
something is wrong with the packaging – the product itself is good, but the packaging does not reflect its value, for example, the same wording is used as everyone else, the visuals do not attract target customers.

Let’s explain using the example of one of our clients

Bastion-S, a company that sells entrance doors. When we began to analyze this market, we realized that clients do not buy a door, but home security, their peace of mind, warmth, and a beautiful appearance. And each company is strong in something specific – one makes an exclusive design, another – doors that are extremely difficult to break into, a third – doors with a thermal curtain. All three products are cool, but if you sell them to the wrong people and place the wrong emphasis, there will be no result.

The Bastion-S company sold entrance doors and focused on apartments, because their doors are reliable. But it turned out that their most competitive advantage on the market is the ability to keep the house warm. This meant that they should have been sold not to apartments, but to cottages. As soon as this became clear, marketing turned in the right direction, and sales doubled!

Set up analytics

A common problem is that every new marketer has to start from scratch. This happens because there is no analytics system. He simply does not see what was done before him and what data has already been accumulated. And data and statistics are half of the marketer’s job.

At the agency, we like to use the term “planning precision”:

At the start, the marketer writes out how to sell your domain name: ultimate guide and agrees on a marketing and sales funnel that fits into the financial model. But this is still just a hypothesis.
Then comes the launch of attraction channels, after which the marketer receives real figures – how many clients can be attracted and how much they cost.
The data should be accumulated in the analytics system. From it, the marketer will be able to make decisions about which tools to redistribute the budget to make the system more efficient.
The more data is accumulated, the higher the accuracy of the marketer’s planning.
The higher the planning accuracy, the greater the chances of success.

 

What to check:

Sales department. Sometimes marketing and sales have different understandings of the product, and this greatly reduces conversion.
The financial service — analyzes agb directory the average check, the number of purchases per customer, LTV, the cost of attracting a customer, that is, all the components of the financial model. The marketer must know exactly under what circumstances marketing will be profitable, and together with the CFO adjust the model. For example, in the pizza delivery business, the first customer is always in the red — due to high competition, the cost of attracting a customer in this market is very high. If you set the task for the marketer to keep to a low cost — no one will fulfill it. Therefore, the marketer and the CFO build a model in such a way as to retain and return already attracted customers, increase the number of goods in the order. We have already talked in more detail about how to build marketing if the first customer is in the red.

Production

a marketer should be familiar with and communicate with the heads of the production unit. This gives unexpected advantages in promotion. We were convinced of this personally at the strategy session of the Bastion-S company. The sales manager boasted that this week they sold a set of 3 doors for a cottage with a record check – 2.5 million rubles. The production manager said that it would take 20 days to manufacture complex doors. It is necessary to rebuild the machines, change the technology. During this time, with the same capacity, the company would have produced 15 doors of average complexity and earned more.

At any of these stages, the client can turn away from the company and go to a competitor. The sales system must work smoothly to achieve results.

Change your approach

Marketers use the same tools. These are targeted or contextual advertising, SEO, SMM, less often – CRM marketing, content marketing, opinion leaders and PR.

Most often, the first 3-5 tools are chosen. At the same time, young or small companies often cannot allocate the same budget for promotion as their experienced competitors. It turns out that they want to achieve new results with the same tools, while losing in budget.