When launching a new offer online, a new funnel or any other marketing activity that involves spending money, it can feel a little bit stressful. That stressful feeling in the stomach can lead to making decisions that, in the long run, are not for the best interest of the business.
The tendency we see is the “pressure” and urge to change things quickly to limit money spent and “wasted” while we’re conducting tests”.
There are a few elements that need to be taken into account when evaluating funnels’/offers’ performance and making decisions when to spend money, when to stop, and when to scale:
Any of the above a-c points have subpoints we look at when assessing the situation. That is why it is so important not to make rushed, fear-based decisions that can actually ruin an overall good campaign.
If tweaks are needed, they need to be applied in steps to address the identified (based on data, not on a crystal ball) bottlenecks. Only then can we make educated decisions based on facts.
Mike Koziol, Head of Delivery at Brand Central Marketing, is a former corporate shark working with Ernst & Young, Deloitte, Johnson & Johnson, Novartis, to name just a few. He has a geeky side of his personality and loves to drive strategy and oversee delivery for our clients. Mike will build your strategy and will work with the team to have it delivered. He can occasionally geek out on Facebook ads (when Charlotte allows him to), be a smartass with processes (when Shanda is not looking), and click some buttons on the backend to build you a funnel. Mike loves the strategy side of the business, and he helps companies get clear on what it is that will move the needle.