What Are Strategies for Pivoting a Marketing Campaign that Isn't Meeting Expectations?

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    B2C Brief

    What Are Strategies for Pivoting a Marketing Campaign that Isn't Meeting Expectations?

    When a marketing campaign falters, the ability to pivot swiftly and effectively is crucial, as shared by a Director of Content who targeted home-gym enthusiasts to rejuvenate a lagging initiative. Alongside insights from seasoned executives, including a CEO who leveraged flexible partner contracts, we've also gathered additional answers that provide a broader spectrum of strategies. From the tactical employment of A/B testing to the exploration of new demographics, discover the diverse approaches that can turn a campaign around.

    • Target Home-Gym Enthusiasts
    • Refocus on Relevant Keywords
    • Leverage Flexible Partner Contracts
    • Partner with Influencers
    • Employ A/B Testing
    • Analyze Campaign Data
    • Adopt Performance-Based Marketing
    • Explore New Demographics

    Target Home-Gym Enthusiasts

    Working with a client in the supplement industry, we found that the competitive nature of their industry made it nearly impossible to become noticed. So instead, we pivoted to focusing on the home-gym crowd, who we knew needed energy supplements to stay focused during workouts. By building content for them, we were able to catch them earlier in the customer journey and earn their trust. It worked very well.

    Jason Vaught
    Jason VaughtDirector of Content, SmashBrand

    Refocus on Relevant Keywords

    To successfully pivot on a campaign that wasn't performing as expected, you need to be on top of the data and performance. Once you recognize that the campaign isn't performing correctly, you need to be on top of research to figure out what will perform well.

    For example, our marketing team was going after 'snap-button' terms, but our website was down in website traffic and conversions. However, we quickly realized that there were other terms that are more relevant to the business and that we would have a better shot at ranking for. Since pivoting on the keyword focus, we have been able to increase organic traffic coming to the website.

    Phil Eisenloeffel
    Phil EisenloeffelVice President, Valco/Valley Tool & Die, Inc.

    Leverage Flexible Partner Contracts

    First, set up contracts with partners that allow for reallocation of budgets with short out-clauses. Second, review data consistently, and give the campaign sufficient opportunity to perform. Third, try to extract any type of insight from the campaign. Finally, look for other channels in your marketing strategy to drive campaign success.

    Robert Brill
    Robert BrillCEO, Brill Media

    Partner with Influencers

    Forming partnerships with influencers can breathe new life into an underperforming marketing campaign. Influencers have dedicated followers who trust their opinions, making their endorsements valuable. By collaborating with these influencers, a brand can tap into their loyal audience base and gain credibility.

    Moreover, influencers can create authentic, engaging content that resonates with their audience, potentially boosting the campaign's effectiveness. Explore working with influencers who align with your brand values and message, and watch as they help elevate your campaign's reach and impact.

    Employ A/B Testing

    Implementing A/B testing offers a scientific approach to improving a marketing campaign that isn't quite hitting the mark. With A/B testing, you can compare two versions of a campaign element, such as a call to action or email subject line, to see which performs better. This methodical testing can lead to insights about your audience's preferences and behaviors, allowing you to tailor your messaging for better results.

    It's a continuous process of trial and error that steadily refines campaign elements to achieve the desired outcomes. Start experimenting with A/B testing to sharpen your campaign's effectiveness and engage your audience more successfully.

    Analyze Campaign Data

    Utilizing data analytics is a powerful tool for making precise adjustments to a lackluster marketing campaign. Data analytics help uncover patterns and insights about consumer behavior, preferences, and engagement with your campaign. With this information, you can make informed decisions to optimize various aspects of your marketing, from the timing of ads to the channels used for distribution.

    Analytics can reveal what's working and what isn't, enabling marketers to allocate resources more efficiently. Dive into your campaign's data to identify opportunities for improvement and adjust your strategy accordingly.

    Adopt Performance-Based Marketing

    Switching to performance-based marketing is a prudent move when a campaign is failing to meet expectations. This approach focuses on paying only for measurable results, such as clicks, conversions, or sales. It incentivizes marketers to hone in on strategies that produce tangible results, driving efficiency and effectiveness.

    Performance-based tactics also encourage constant monitoring and tweaking of the campaign to improve the return on investment. Consider adopting performance-based methods to ensure that every dollar spent on your marketing is working hard for your brand.

    Explore New Demographics

    Investigating new demographic segments can provide a fresh avenue for a stalled marketing campaign. Often, campaigns underperform because they haven't fully connected with the right audience. By analyzing market trends and consumer data, you might discover a demographic previously overlooked that could be receptive to your brand.

    Crafting a message that appeals to this new segment could unlock untapped potential and revive your campaign's performance. Identify new demographics to target and create a campaign that speaks directly to their needs and interests.