Why Your Marketing Isn’t Hitting the Mark (And How to Fix It)

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As a marketing agency, we have the opportunity to constantly meet business leaders who have questions about marketing or are curious about our work. Almost every conversation starts with a similar refrain: “Our marketing strategy isn’t working,” or “We’re investing in marketing, but we’re not sure it’s making a difference.”

If you’re reading this and nodding along, you’re not alone. Many small and mid-size companies share this frustration. They’ve tried a bit of everything—social media, email marketing, paid ads—but nothing seems to move the needle. They’re left wondering why all that effort doesn’t seem to pay off.

After working with businesses in various industries, we’ve discovered a common theme: Most companies struggling with their marketing are thinking about tactics instead of strategy. Without a solid strategy to guide your efforts—no matter how many tactics you try—your marketing will likely fall flat. So, let’s dive into why this happens and what you can do about it.

The Misunderstanding That Might Be Holding You Back

When most businesses say their “marketing strategy” isn’t working, they typically mean that the tactics they’re using aren’t effective. But marketing is about more than just tactics. It requires a step back to assess the overall strategy—the larger plan that ties everything together. In many cases, a specific marketing strategy isn’t working because there wasn’t a true strategy in place to begin with.

So, what’s the difference between strategy and tactics?

  • Strategy: This is your overarching plan. It defines where your business chooses to engage and how it plans to win in the market. Your strategy focuses on long-term goals and sets the direction for all your marketing efforts.
  • Tactics: These are the tools and specific actions you use to execute your strategy. Tactics include things like email marketing, social media, account-based marketing, or running a Google Ads campaign.

Think of it this way: A strategy is like a roadmap, guiding you towards your destination. Tactics are the vehicles you use to get there. If your roadmap is flawed or incomplete, no matter how fast or fancy your vehicle is, you’re unlikely to reach your destination.

Stop Guessing: How to Develop a Marketing Strategy That Works

At Green Apple, we’ve had the privilege of developing marketing strategies for dozens of B2B and B2C clients over the years. Based on our experience, we’ve identified several best practices that can help businesses resolve the issue of “marketing not working.”

Here’s how to get started:

1. Define Your Target Market and Buyer Personas

One of the biggest reasons marketing efforts fail is because companies aren’t sure who they’re trying to reach. By identifying your target market and creating detailed buyer personas, you can ensure your marketing message is speaking to the right people. This clarity helps shape everything from the content you produce to the channels you focus on.

2. Identify Your Unique Value Proposition

What sets your business apart from the competition? Why should customers choose you over others? A strong marketing strategy starts with a clearly defined unique value proposition (UVP). If your marketing isn’t resonating, it may be because your UVP isn’t clear. Make sure your marketing communicates your strengths and tells customers why your business is the best solution for their needs.

3. Align Marketing with Business Objectives

An effective marketing strategy doesn’t operate in a vacuum. It should support your larger business goals. Whether you’re trying to increase revenue, enter new markets, or raise brand awareness, your marketing efforts should be aligned with these objectives. Without this connection, it’s easy for marketing to feel disjointed or irrelevant to your business’s overall success.

4. Evaluate Your Marketing Funnel

It’s easy to focus on driving traffic or engagement, but what happens once potential customers are in the funnel? An effective strategy considers every stage of the buyer’s journey. Take time to assess each part of your marketing funnel. Are there areas where leads are getting stuck or falling off? Are there opportunities to strengthen the bridge between your marketing and sales efforts?

5. Pivot Without Starting Over

If your marketing isn’t delivering results, don’t panic and throw out everything. Instead, look for ways to pivot without abandoning your approach entirely. Maybe it’s time to refine your messaging or shift focus to a different channel. Adjusting your tactics can help you course-correct while still building on the strategy you’ve established.

6. Equip Your Team for Success

Even the best strategy will fall short if your team doesn’t have the tools and skills to execute it effectively. Are you confident in your team’s ability to manage your marketing efforts? If not, it might be time to reconsider your expectations, hire additional staff, or bring in an external agency for support.

7. Create a Marketing Sandbox

Marketing is constantly evolving, and it’s important to leave room for experimentation. A “marketing sandbox” allows you to test new ideas and explore emerging trends in a controlled environment. This could involve experimenting with a new social media platform, trying out a different content format, or testing innovative ad strategies. The key is to learn what works without overhauling your entire marketing plan.

Ready to Refine Your Marketing Strategy?

If your marketing efforts aren’t delivering the results you want, don’t worry—you’re not alone. The good news is that by taking a step back and focusing on strategy rather than just tactics, you can turn things around.

At Green Apple, we’re passionate about helping businesses build effective marketing strategies that lead to real, measurable results. If you’d like to learn more about how we can help your business succeed, connect with our team today. We’d love to help you create a marketing strategy that works for you.

 

How to Strategically Think About Your Annual Marketing Budget

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Creating and getting approval for your annual marketing budget is one of the most important (and often difficult) tasks for an in-house marketing team. It takes a lot of time to analyze results from the previous year, gather anticipated costs for new ideas, and finalize a budget that works within the limits of your business. The challenge becomes even greater in seasons of economic uncertainty, and the threat of a recession can create budget cuts at any point.

Over the past decade, we’ve had the opportunity to walk with dozens of clients through the budgeting process. We’ve helped start-ups looking for creative ways to maximize their resources. We’ve helped million-dollar companies navigate uncertainty during the pandemic and make marketing budget decisions during a recession. If you think of an issue or question, we’ve likely faced it. 

How to Strategically Think About Your Annual Marketing Budget

For this article, we’ve asked Senior Client Relations Specialist Marcie Prescott to share the wisdom and insight she’s learned from decades of experience developing marketing budgets. Here are the four best practices that Marcie shared to help you think more strategically about your annual marketing budget. Her tips can help ensure you stay on track toward your goals: 

1. Make sure your budget is connected to your objectives, goals, and key metrics. 

Your marketing budget should be closely integrated with your annual marketing plan. Every line item in your budget should be connected to a tactic. It’s also important to identify the success metrics you’re going to use to determine if your investment was worth it. 

If you can’t look at your budget and answer, “What are we wanting to achieve with this investment?” then take a step back and clarify your annual marketing goals and objectives.  

2. Recognize the common pitfalls that sink your marketing budget.

A big part of managing your budget is knowing what obstacles and roadblocks to avoid. Here are a few common pitfalls that can sink your marketing budget:

  • Failing to identify your target market and audience. It doesn’t matter how big your marketing budget is if you don’t connect with potential customers. 
  • Putting too much effort into big budget marketing efforts. If you’re gambling with your marketing budget, you’re doing it wrong. Instead, it’s important to diversify your marketing spend so that you’re not putting too many eggs in one basket. 
  • Underestimating the amount of work involved in a marketing campaign. It’s easy to develop an annual marketing strategy and budget without recognizing all of the time, energy, and resources that it will take to implement. Before you finalize your budget, it’s important to ask, “Can we really do this?” Getting input from your team is also important.
3. View your marketing budget as a fluid asset. 

If there’s one lesson we’ve learned, it’s that your budget should be a fluid document that is reviewed and updated regularly. Neither your annual marketing strategy nor your budget should be written in stone. You can pivot your marketing without abandoning your entire strategy and make necessary changes to your budget. 

Fluid marketing budgets allow companies to redirect marketing to tactics that perform well and channels that suddenly offer new opportunities. This is even more important during a recession, when potential cuts may be required. 

4. Embrace a mindset of continuous improvement toward your strategy and budget.

Marketers should constantly be learning, testing new ideas, and finding ways to maximize the ROI of their budget. Rather than using last year’s budget or “institutional wisdom” to drive your decisions, embrace a mindset of continuous improvement to develop a marketing budget based on where your business is headed. Just because something worked well five years ago doesn’t mean that it’s the best way to connect with today’s customers.

You don’t have to wait until the end of the year to be more strategic with your marketing budget. Whether the year is winding to a close or just getting underway, it’s always a good time to think about your budget and consider how you can be more strategic with the resources you’ve allocated.

7 Marketing Mistakes to Avoid in the New Year

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The new year often provides a fresh start for people and companies. This is especially true for marketing. Many companies start the year with a fresh marketing plan (or at least a few adjustments from their current efforts). Most of the time, there’s a level of energy and excitement as you start the year with 365 days to achieve your marketing goals.

As marketing continues to evolve, it’s important to understand and implement the basic principles for earning attention and inspiring action. Failing to embrace the core principles of marketing might lead to mistakes that cause you to invest time, energy, and resources into marketing tactics that don’t move the needle. 

7 Marketing Mistakes to Avoid in the New Year

After more than two decades in the industry, here are a few common marketing mistakes that businesses are prone to make in the new year:

1. Focusing on “tactics” rather than your strategy.

One of the most common mistakes business owners make is to focus too much on tactics and not enough on strategy. As a marketing agency, people often reach out to us and ask for help building a new website or a stronger social media presence. While these are admirable goals, they must be based on a strategic plan to truly return the best ROI for your business. 

If you’ve struggled to generate results and wonder why your marketing isn’t working, it likely has to do with prioritizing tactics over strategy. 

2. Getting comfortable with the status quo.

“The job isn’t to catch up to the status quo; the job is to invent the status quo.” – Seth Godin

Doing things the way they’ve always been done is tempting because it’s safer. But in a world that’s changing faster than ever, sticking with the status quo only creates an opportunity to get left behind. 

It’s important for B2B companies and marketers to get out of their comfort zone. Embracing a mindset of growth and change is one of the best ways to ensure your marketing efforts continue to produce results year after year. 

3. Failing to recognize how marketing is interconnected with other areas of your business.

At Green Apple, we often say that “everything is marketing.” This is a mindset we bring to every meeting and every marketing strategy we create for clients. Failing to recognize how marketing impacts sales or operational decisions could quickly create breakdowns in other areas of your business. Additionally, developing a marketing strategy without considering other key initiatives in your company might lead to a lot of “spinning your wheels.” 

4. Being too rigid with your marketing plan and failing to adapt.

If there’s one thing we’ve learned in recent years, it’s that businesses must be willing and prepared to adapt. In some cases, you can pivot your marketing tactics without abandoning your entire strategy. Sometimes, if there’s a major shake-up in your business or industry, you might need to overhaul your entire plan. 

5. Defining what your customers want without asking them. 

Marketing is all about helping customers understand how your business can help solve their challenges. It’s relational. And every good relationship is built on communication. If you want your marketing to resonate with customers, listen to them. Taking time to understand their challenges and create messaging built around their current reality is key to creating a more customer-centric culture. 

6. Talking about your products and services in a way that confuses an audience. 

Using complex phrases or industry jargon is one of the quickest ways to lose potential businesses. Customers will disengage if they can’t understand or relate to your message. 

If you work in a detailed industry, it’s important to find effective ways to explain the complex products or services that you offer. Making it simple for people to understand how they can become a client or customers is one of the easiest ways to gain potential business. 

7. Identifying the wrong KPIs or forgetting to measure results. 

Successful marketing initiatives often require the use of lessons learned from previous experiences. This means identifying the marketing metrics that matter most to the overall success of your business and developing the habit of measuring them on a regular basis. 

Green Apple Can Help Your Business Avoid Costly Marketing Mistakes

Everyone, from professional marketers to small business owners, makes marketing mistakes. But even if you make some mistakes, you should be ready to learn from them. If you’re looking for a way to take your marketing to the next level or simply need help managing everything that is required for reaching your goals, our team can help. Contact us to learn more about our unique approach and schedule a discovery call with our team. 

Mood Boards: The Secret to Successful Branding & Creative Marketing

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Branding and creativity are two core elements of successful marketing. While most people think the creative direction is the fun part of marketing, the reality is that making a final decision on creative elements for clients is hard work. You have to consider brand perception and how to differentiate your client from competitors. Getting everyone aligned around a final decision can also be challenging. 

Over the years, we’ve learned a few tips and tricks to navigate the complicated creative process. Mood boards have become one of our favorite tools. Mood boards can be a valuable tool whether you’re looking to refresh your entire marketing plan or find the next angle for your marketing campaign. 

What is a mood board and why are they effective?

In short, a mood board is a visual representation of ideas gathered from a variety of sources to help you find the best idea for your creative marketing project. 

While most companies utilize mood boards for big branding projects, they can also be helpful when redesigning your website, developing your social media calendar, or for something as simple as designing a company t-shirt. 

Here are a few reasons why we love using mood boards with our clients:

1. Find and cultivate inspiration.

The best creative ideas come from collaboration. Because everyone has a unique perspective, certain images, words, or colors might resonate differently with your audience. Mood boards provide a way to capture a variety of ideas that can help you build a creative campaign that reaches different audiences

2. Get everyone on the same page.

Collaboration is an essential part of marketing. Ideas need to be heard and considered by every member. A mood board supports the collaboration process by providing a framework for people to operate within. It provides clarity within the collaboration process that ensures everyone is working in the same direction. 

3. Ensure you’re developing a cohesive approach.

It’s important for your marketing to tell a cohesive story. Mood boards help by allowing you to see how various elements work together to develop a narrative. 

4. Make it easier to gain buy-in from stakeholders.

Making a final decision can be one of the most challenging aspects of a branding or creative project. Your design team could work for hours only to get an idea nixed by the CEO or final decision-maker. A mood board mitigates that risk by gaining buy-in early on in the process. It also provides a more visually appealing way to present your ideas. Mood boards can help you explain your ideas or direction in ways that words can’t. 

How to Create a Mood Board

There’s no one right way to create a mood board. But here are a few helpful steps to maximize your effectiveness: 

1. Find a tool that works for your team.

It’s important to find an approach that works best for your team. You can create a physical mood board in your office. There are also a variety of online tools that make it easy to create digital mood boards. These are helpful if you’re working remotely or hiring a freelance designer for your project.  

2. Define your goal and audience.

Taking a moment to identify who you’re trying to reach and what you’re trying to achieve can provide clarity for your team. Doing this on the front end can help save a lot of time and ensure everyone is working in the same direction. 

3. Identify elements to include in your mood board.

What you include in your mood board will depend on the nature of your project. Most mood boards include images that convey the look and feel you’re hoping to recreate with the final product of that project. But you can also add colors, font families, or certain keywords or phrases that capture what you’re trying to communicate. 

4. Invite others to share inspiration.

Once you’ve set some parameters, it’s time to invite others into the collaboration process. Encourage participants to include anything they find that feels like a visual representation of your brand. While this might come more naturally for some than others, don’t discount the feedback and perspective from people you might not consider to be the most creative individuals on your team. Invite everyone to look for marketing inspiration that is all around them. 

5. Identify trends. 

After everyone has had a chance to add ideas, it’s time to start narrowing your focus. Are there certain visuals or elements that seem to stand out more than others? What elements might work well together and appeal to your audience? Take this time to cut any ideas that might seem out of place. 

6. Balance a final decision with continued inspiration.

Once you feel like you’ve narrowed down your mood board to its final stage, ask yourself: Does this provide enough clarity and direction to begin executing our project? If so, you’re ready to get started. 

As an aside, some companies curate mood boards to capture ideas on a regular basis. These can be helpful to use as guideposts for driving brand and design decisions in the future. 

Feel stuck in your branding efforts or creative marketing project? Our team can help. Connect with Green Apple to learn more about our unique process. We’d love to discuss your needs and develop a strategy based on where you want to go.

4 Signs Your Email Campaigns Aren’t Working (And How to Fix Them)

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email campaigns not workingEmail marketing is one of the most effective ways to engage with your audience and turn subscribers into buyers. However, simply having a strategy and sending regular emails to your intended audience doesn’t mean email campaigns are working. The only way to know if your campaign is working is to track it. If you want to elevate your email campaigns, it’s important to evaluate each of the factors that determine your success. In order to help, we wanted to highlight a few of the common reasons your email campaigns might not be working and provide some quick ideas for how to fix them. Here are four areas to evaluate and improve if you’re looking to generate better results from your email marketing campaigns.   

1. Your Emails Are Ending Up in Spam Folders

Your audience will likely never see your email if it ends up in their spam folder. How do you measure this? Check the deliverability rate of your campaigns. Deliverability measures the rate at which emails reach subscribers’ inboxes.  If you notice your deliverability rate is low, here are a few things you can do:
  • Make sure you’re using a reliable email service provider and avoid spam triggers.
  • Delete old or inactive email addresses from your list and keep only people who are engaged.
  • Check which email addresses bounced and remove those email addresses from your list.

2. Your Emails Aren’t Being Opened 

As the old “tree falling in the woods” adage teaches us: if an email is never opened, will anyone read the message? The answer is no. The two biggest factors for determining open rates are often the subject line and send time.  That’s why your subject line is one of the most important aspects of elevating your email marketing campaigns. If you’ve struggled to increase open rates: 
  • Consider tweaking your subject line strategy to find more effective ways to capture attention and inspire your audience to open the email. 
  • You can also test the day and time that you send your email to see what works best.
  • Use A/B testing to try out several versions of an email campaign to determine which is the most effective at increasing engagement. 
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3. People Aren’t Clicking Through or Taking Action

Clickthrough rate (CTR) is the percentage of people who click on your calls-to-action (CTAs). This is the ultimate goal of any email campaign. The email is the vehicle you use to inspire your audience to take the next step. Taking the time to create UTM codes that track post-visitor engagement is a great way to determine the effectiveness of every single email you send.  If you’re experiencing lower clickthrough rates than you used to generate, you might consider:
  • Segmenting your emails to create more personal and targeted campaigns for your various target audiences.
  • Optimizing the format of your content to ensure it’s easy for people to read.
  • Testing different CTA formats to see what generates the greatest response, including buttons, links, images, and questions.
 

4. People Are Unsubscribing

An unsubscribe rate measures the number of people who opt out of your email list once they receive an email from you. If someone unsubscribes from your list, you’ve lost your chance to engaging with them through email. So how do you avoid people unsubscribing from your email campaigns? Here are a few ideas:   You spend a lot of time and energy crafting emails for your audience. The last thing you want is for the work you do to be ignored. Constantly testing and tweaking your emails is essential for keeping up with customer demand and ensuring the work you put into your campaigns generates the results you want. If you’re looking for ways to stay on top of the latest email trends, subscribe to our newsletter. We’ll provide helpful insights you can use to reach more customers. 

Frustrated by the Fact that Marketing Is Constantly Evolving?

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When it comes to marketing, the only constant is that it’s an industry that’s always changing. Think about it. Less than a decade ago, businesses were thriving because they were posting on Twitter, getting tons of comments on every blog post, and sending a monthly e-newsletter. Today, those tactics aren’t producing nearly as much engagement. 

As the owner of a marketing agency, I understand why it’s easy to get frustrated by the constantly-evolving nature of marketing. I’ve had dozens of discussions with small business owners over the past seven years who tell me their marketing isn’t working. They express that finding a marketing tactic that works and provides the reach or scalability needed to drive results seems impossible. For small businesses with limited resources and budgets, this can be maddening. For everyone else, it makes business development hard to sustain for an extended amount of time.

4 Principles to Remember as Marketing Continually Evolves

Here are some encouraging reminders I share with business leaders or marketing managers who are frustrated by the fact that nothing seems to be working like it once did: 

  1. Embrace the fact that marketing always changes. The reason marketing seems to be evolving so quickly is because customer behaviors are rapidly changing. Today’s customers have an incredibly finite amount of time and attention to give to something. Rather than getting frustrated by this fact, embrace it. Recognizing we only have a few seconds to capture our audience’s attention opens up creativity to solve this new challenge.
  2. Stop looking for the silver bullet. There isn’t a single marketing tactic that is guaranteed to work without fail for the next five years. Just because your competition is trying something doesn’t mean it’ll work for you. Instead, focus on what your customers want. Your customers need solutions to their problems, not more information about your brand.  
  3. Focus on strategy, not tactics. Wondering why your marketing efforts aren’t working like they used to? When most businesses say their marketing strategy isn’t working, what they typically mean is that the tactics aren’t effective. Rather than focusing on tactics, it’s important to recognize the underlying strategies the tactics are built upon—and hold onto those rather than the tactics themselves. 
  4. When all else fails…be human. Certain marketing principles are timeless. Remembering to be human is one of them. What works today—something that has always worked—is grassroots, person-to-person, authentic, transparent actions. Creating personal and meaningful connections with potential customers will always work when it comes to growing your business.

The world of marketing is undergoing a profound evolution. Things that worked yesterday won’t work as well today. But, that’s a good thing because we know there will always be new tactics and strategies we can deploy to appeal to basic human emotions of potential customers.

3 Strategies to Take Your Trade Show Marketing to the Next Level

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Marketers have a love-hate relationship with conferences and trade shows. On one hand, conferences and trade shows are a lot of work. There are logistical challenges that seem to happen at every single event. Determining the ROI of having a booth in the exhibit hall or advertising in the event guide can seem impossible. Despite the challenges, having a presence at trade shows and conferences is still one of the best ways to connect with your target accounts’ key decision-makers. According to a recent study, 82% of trade show attendees are directly involved in their teams’ purchasing decisions. The question becomes…how do you maximize the opportunity of each trade show or event to generate some truly meaningful traction for your sales and marketing efforts? 3 Strategies to Take Your Trade Show Marketing to the Next Level Here are three strategies and mentalities to consider as you prepare for the trade shows or conferences you’re attending this year:
  1. Promote an experience, not your product or service. The best way to stand out in a noisy exhibit hall is to create an experience that makes people want to stop and spend time at your booth. Creating an experience that surprises or delights attendees enables you to make much more of an emotional impact than selling them a product ever would. These experiences also make for a great word-of-mouth marketing opportunity since visitors will be more likely to tell other attendees to stop by.
  2. Treat everyone as if they’re already a customer. Your brand will make hundreds of new first impressions during a trade show or conference. One of the best ways to make sure it’s a positive one is to consider every person you meet as someone who’s already a customer of yours. This mindset will transform the way you interact with attendees and help create impressions that lead to connection. You never know when a seemingly unqualified prospect could get a new job and turn into a coveted lead. And, you’ll never get the chance to make another first impression with them.
  3. Find creative ways to grab the attention of companies in attendance. If you know a particular company or decision-maker will be at the trade show, consider how you can create intrigue with them. Whether it’s reaching out to them beforehand to stop by the booth to pick up an exclusive gift or grabbing their attention by mentioning how your service can help their specific brand, there are a lot of creative ways you can design your booth to attract specific target accounts in attendance.
If you’re looking to take your trade show or conference marketing strategies to the next level, we hope these ideas can spark some creative ideas.