How to destroy a marketing campaign in one swoop
The old adage "two heads are better than one" can be the most costly decision a small business owner can ever make especially when it comes to marketing campaigns.
Everyone has an opinion and while that is great in some circumstances, it can be to the detriment of the company in others.
In my 20 years of marketing, I have seen marketing campaigns succeed and fail due to two many opinions being accounted in the developmental stage of a campaign.
In fact, more campaigns have failed than I care to remember because there have been too many opinions that have killed the original idea with one fatal swoop.
The most evident complaint as a marketer that I have is that clients want too much clutter. They want to say everything in every single campaign. Yet, if you look at the most successful campaigns in the world, they all have one thing in common - they are simple. They have only one main "hero" call to action and perhaps three key points in total.
Likewise, when developing a website, often clients share the website design and content with a number of people. There is always one person with the strongest personality that tends to over-ride every other person. Unfortunately, that person may be technical but may not have any idea on what motivates a client to buy from the company or the language and tone expected from a visitor to the website.
Of course, it can work the other way as well. Just ask JC Penney's former President who was publicly blamed for a marketing campaign failing, although we do know that it is impossible that in one organization of this magnitude that only one person would to blame.
Some areas to consider when looking at the overall design according to KissMetrics is that for many shoppers, poor website navigation and poor overall design is the reason why people choose not to purchase from a particular website.
Wording is also paramount and sometimes it doesn't necessarily need to be grammatically correct - certainly not in the old English dictionary kind of way.
According to Experian Marketing Services, the use of the words "you" and "your" i subject lines has increased by 3.7% since 2008, appearing in more than 20% of all email marketing campaigns.
When in an advertising campaign or getting dressed for that matter "less is more" the same cannot be said for your website. Companies with 30 or more landing pages generate 7 times as many leads as those with fewer than 10. (Source: Hubspot).