4 Key Ways To Keep Your Ad Campaign Pivoting Like MJ
In the digital marketing world, the ability to adapt and pivot can make or break your trade business.
Partly because the platforms we’re using, like Facebook and Google, are constantly shifting the goalposts.
The other side of it is that in the digital age, your audience is saturated with ads, and gets bored really easily - so you’ve got to make sure your content is fresh and relevant.
Today, more and more tradies are putting serious time, money and effort into their digital marketing strategy.
This means you need to work that little bit harder and smarter to stay ahead of the pack - Like Jordan’s Bulls taking it to the next level after each and every championship win.
You can’t do this by recycling the same ideas, ads and copy for the entire year. You need to be innovative, and proactive, but also reactive - when algorithms change, or your numbers fade away, be ready to shake things up.
Your digital marketing campaign must be dynamic in order to be effective.
That’s why we’re outlining the FOUR key ways to keep your campaign pivoting like MJ!
1/ Don’t sleep on your success
Maybe you’ve had your best month, or couple of months, ever - the leads are pouring in, your marketing funnels are converting, and your bottom line is looking better than ever.
Nice work - but it doesn’t mean you can sit on your ass.
You’ve got to keep building.
Think of it this way; When Michael Jordan won his first NBA championship, he held up two fingers, not just the one, to signal the ring he was going to win the following season. When he won his second championship, he held up three fingers. Always looking to the NEXT conquest.
Don’t sleep on your success - always be preparing for the next milestone.
2/ Freshen it up every month
You need to evaluate the messaging in your ads, and your marketing copy, every month.
Not every six months, and not every quarter.
You’ve got to be prepared to shake up what you’re doing every single month - even if it’s working!
Not only is the digital marketing landscape constantly evolving - your customers will tire of seeing the same content over a long period of time.
3/ Watch the tapes and learn from the best
Apple, Netflix and Uber are three of the most dominant companies globally.
And they’re constantly pivoting and adapting as the market, and the world, changes around them.
When COVID hit, Netflix introduced Watch Party - Even though the pandemic was likely to help their business anyway.
The Watch Party feature just allowed people to do movie nights while social distancing. Simple, clever, powerful.
For tradies, a strong social media following in 2021 can open up doors which might never have been possible before; some Academy members get tools and equipment for free!
What can you do to set yourself apart on Facebook or Instagram?
Watch the tapes. See how the big boys stay ahead of the curve and think about how you can apply their innovation to your own business.
4/ Expect to grow
As you grow, you might want to take a backstep from certain aspects of the business; maybe preparing ads and balancing the spreadsheets is not really your thing.
As well-run trade businesses grow, they often automate and systemise processes to save time; you should definitely be building towards this.
But your ultimate goal should not be to eventually sit back and do nothing.
You should be building your business with a vision towards delegating and streamlining your processes; you can eventually hire people to do it for you, but you can’t let your marketing campaign sit there and grow stale.
The key is this;
Don’t just put in the work for a business that is going to be here for the next year - put the work for something that’s going to be here for decades.
This is your legacy.