Now pay attention — I’m going to be brutally honest for the next 60 seconds.
In fact, not only am I going to be brutally honest, a little further down this article, I’m going to read your marketing mind. Two amazing feats in one article!
OK, deep breath, brutal honesty first...
Most of the marketing I see in the maritime industry is useless.
There, I said it.
Now, don’t get me wrong, lots of companies have some great ideas. I see great ideas all of the time, so the ideas side isn’t the issue here. But in 2022, creativity, on its own, is not good enough.
So why is it that most marketing in our sector is bad? What’s the issue here?
Here we go then... time for the mindreading. Prepare yourself...
You and/or your marketing team have some level of data problem.
How did I do? Was my Derren Brown impression a success?!
I am yet to speak to a company in the maritime sector where this is not the case.
The odds are - again, speaking from my experience of the sector as a whole - that either you don’t have enough data, you have too much of it, or most commonly, you or your team are not sure what to do with it.
In any of those cases: you have a data problem.
And that’s an issue when data should drive everything, particularly when it comes to marketing.
So, measuring and consolidating marketing data are big roadblocks for many companies and most marketing in the sector is bad.
There’s definitely a link here.
And, honestly, the challenges will get even more complex as we get more data from more and better systems.
Those companies who master their data will have a big competitive advantage in plenty of areas, but primarily because their marketing (now based on good data) will actually be good.
So how do you start to solve this issue?
I work with marketing teams using a simple three step process that you too can adopt. It’s helped a number of our clients and has produced amazing results for their businesses.
It helps to take the big problem of data and break it down into practical steps you can actually start to address.
Measurement – Decide on what you need to measure depending on your business and how you’ll measure it. There are so many tools on the market that help us measure every interaction. Tools such as Google Analytics and Google Tag Manager do an amazing job and are free... but they also provide a huge number of data points! Focus on exactly what it is that matters to you and the tools that show you that data.
Analysis – This is where you analyse and extract value from the data you’re collecting. This will reveal more about your business than you think. Look closely at the data points that matter to you to figure out what’s working and what's not working. This process always helps to uncover new opportunities.
Activation – This third step is where you get the ROI on your analytics and tracking. Based on what the analysis reveals, you can then decide what to change, what to optimise and what action to take. This is finally putting data to good use and improving whatever your marketing is doing at the moment.
These three steps alone will not only save you thousands of pounds in wasted marketing costs and time but will also help to generate a huge increase in the number of leads for your sales team.
As an agency that’s really the gist of what we do: gathering data so that we can improve your website, your campaigns, your ads, your lead generation and your overall company.
There’s no better time than now.
Please PM me if you need any advice on implementing this process.