Performance Marketing Without Hitting the Weight Room

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  • 3/21/2017
    How do you improve your marketing's performance without using banned substances or increasing your time in the weight room? Most marketers have the right tools and equipment in front of them already, but need to put together a different regimen to see better results.

    The term performance marketing has been around for over a decade, but the concept and meaning behind it is changing, especially over the past few years. Originally, performance marketing was limited to pay-for-performance advertising tactics and affiliate marketing. These were areas that marketers could track performance easily because the efforts were typically tracked to a direct e-commerce sale. Today, pay-for-performance fits under the performance marketing umbrella, but is a neighbor to many other methods.

    Performance marketing is already being adopted by marketing departments looking (or forced) to have more accountability and flexibility in how they reach their goals and prove performance. It is a strategic approach made up of many possible tactical areas including:
    • Marketing Automation
    • Search Engine Optimization (SEO)
    • Pay-Per-Click Advertising (PPC)
    • Social Media Marketing and Advertising
    • Email Marketing
    • Content Marketing
    • Influencer Marketing
    • Affiliate Marketing
    • Call Tracking
    All of these services create a mountain of data that should be meshed together to understand how your efforts are paying off throughout the customer journey to the point of purchase. If you are finding that more clients are taking longer to make buying decisions after finding you through a search engine, then turning on more email or marketing automation tools might help keep content in front of those potential customers so you don't lose them because their behavior (taking longer to make a decision) has changed.

    This is a customized way to mold the approaches that are right for your business and audience needs. It is yet another way for small and mid-size businesses to compete against large enterprise competitors who would likely have most of this already in-house. The beauty in this process for the companies that follow this approach is that the method relies on being agile. This helps companies to move with seasonality, customer demands and targeting needs that a strict plan or tactic-only approach that lives in a silo can’t do, keeping brands from being as effective as they need to be. The chance to flex and be nimble with your plan depends on having all of these skill sets (in-house, agency or both) around the table, as well as the ability to jump into the mix to help your goals.

    Another example of marketing tactics that a performance marketing strategy can bring together for greater impact is the long-familiar search engine optimization and its newer sibling content marketing. Too often, we see that those two approaches are not talking and to layer on, are not thinking about how to integrate the new social media advertising budget to impact results. A performance marketing approach connects all of these efforts in one strategic and measurable plan. Then, as you monitor results over time, your dedication of resources will change because this approach enables and encourages flexibility and growth in the name of results.

    Here's a quick video overview of the practice:


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    Want to learn more about how performance marketing can improve your bottom line and connect all your marketing dots with ease? Give us a call, we’re happy to help. 
    About the author::  Jason Therrien is the president of thunder::tech. He is a fan of entrepreneurs and trailblazers, a proud dad and he liked scotch before Mad Men made it cool.
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