Marketing is a game. And you are just gambling hoping for a win.
The neat thing with this game is we get to pull back the curtain a little. Certainly not all the way, but some. And that little bit of behind the scenes gives you an insight into what works and where you need to focus your efforts.
Let me give you an example.
When you play poker, the house draws the cards. You can’t see the deck. The same with slot machines. The old adage of “I’m due for a win” is fake. The house always wins.
Now let’s look at marketing. The first time we “play”, most likely we will lose. The effort won’t be a roaring success. If we tried five different things the first time, next time we could use the data from those five to pick out next three.
For example, let’s say you tried five social media platforms for one month straight, posting every day. At the end of the month, you can review the numbers and double down on the top three for the following month.
This insight gives you the ability to hedge your bet and focus on the things that work. You go into the month or campaign, knowing something will lose and something will win. But the loss is covered by the knowledge gained.
Use the analytics in your marketing to pull back the curtain and double down on what works.