Sometimes we get so wrapped up in the multitude of advertising options available to us that we lose sight of the obvious.  A marketer’s best tool is not a specific tactic—it’s testing, failing, and trying.  Risk and boldness are cornerstones of getting better.

We put a plan together, we set up our PMAX system, we monitor metrics, and we get locked in. We tweak the mix, shift some funds, and let the algorithms do the rest. We may even test some new creative.

At some point, our marketing “system” takes on a life of its own.  We feed it and we make small changes, but we spend more time turning the dials of the machine than reviewing the machine itself.

Stop. Step back.

Your goal at the end of the day is not a better engagement score on Facebook.  It’s not the CTR or CPC on your SEM campaign.

Is what you’re doing increasing sales? Is it increasing traffic? I often hear marketers talk about all the work they’ve done to improve their digital performance metrics. That’s great. Is it translating into more business?

Crickets.

Isn’t that the most important thing to measure?

I know, if you could just increase your engagement rate, everything will get better.  If only the macro would improve.

Really?

Here’s a thought:  Do what works.

That’s it?  That’s the big advice? 

Yup.  Now let’s unpack that statement.

First, what is your ultimate objective?  If it’s sales or orders, that’s it.

If what you are doing isn’t working, it won’t magically start working tomorrow.  If the macro is bad, take share. Make share, not excuses.

Your objective is not any single underlying marketing metric.  Your marketing plan works together to deliver results at the register. 

Here’s a thought: what if the media plan or digital strategy is simply not working, regardless of the success metrics?

Do. What. Works.

The best marketing is not one metric or a single action. It tends to be a mix—layers of media and messages to create a narrative that drives urgency. That may be hard to measure for each and every action separately, but you will see it move the needle in sales, traffic, and/or orders.  If not, it’s not working. If not, don’t blame the macro. Try another mix.

If you were trying to bake the best damn chocolate chip cookies in the world, would you be focused on trying to find the absolute best chocolate available anywhere?  No. The best chocolate for a cookie is bittersweet, and it works best with a bunch of ingredients that just work great together.

Do.  What.  Works.

Sports, newspaper, direct mail, linear TV—who cares if the overall mix and spend cost-efficiently drives traffic and sales?

“But that ad looks ugly.  It’s too loud.  I don’t like it.” Does it work? DO IT.

As marketers, we also tend to believe that we are the answer. If we don’t get the response we want, we tweak the things we control. Don’t confuse marketing with advertising. A great marketer will work with merchandising, promo planning, and store ops to put it all together. That’s how you create sustainable traffic and momentum.

Sales, leads, traffic, orders. Those are your objectives. Your CFO won’t reward you for better engagement or a lower CPC. Do what works and you’ll succeed.

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