Hi, Iโm Harj, Certified Business Coach at BIZ Growth Coaching.
The sixth pitfall is a poor decision-making process.
What we mean by that is decisions about marketing that are taken almost instinctively.
Thatโs rarely a good thing. The numbers should shape (almost) all decisions about your marketing.
Whatโs the defined outcome?
Youโve created this asset. Youโve run a test. These are the numbers from the test. Now review the numbers, do the maths, and that will take you to the right decision in almost every case.
If you decide to stop doing Facebook Ads, for instance, you have to recognise that for a lot of businesses youโve just chopped off your right leg. And if your business goal is the equivalent of walking up Snowdon then you chop off your right leg, that is not a clever thing to do.
Because for lots of businesses, your market is on Facebook. Thatโs where you can find them and communicate with them. Without it, itโs much harder to do either of those things.
Itโs not impossible to get to where you want to get to, but when you amputate limbs you make mobility much harder. So, you need to think really clearly, if youโre making the decision to stop doing Facebook Ads, for instance. And no professional business owner would ever make a decision like that based on a single test.
The asset you created could be the problem. The creativity of the ad could be the problem.
The problem could be in the offer that you made.
It could be in the audience that you selected.
There are all sorts of variables in the mix that could be the reason why that particular test failed. There arenโt many situations where we havenโt been able to make Facebook Ads work. Many people in business approach marketing by trying one thing at random. It doesnโt work and they condemn themselves never to do it again. But thatโs how most people approach marketing because their decision making process is flawed.
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