What do you think of when you hear the word “process”? The words red tape, boring, cumbersome and slow comes to mind doesn’t it?
However, as I get long in the tooth and look back at the campaigns and projects I’ve been a part of, process eventually made the difference between success and failure.
Opportunity is missed by most people because it is dressed in overalls and looks like work. – Thomas Edison
Think I’m being an old stick in the mud? Here’s the proof:
– Managing an enterprise SEM campaign where managing bids, testing ads, testing landing pages and constant tending to the garden you call your keywords and ad groups are necessary? Then you’ll need an optimization calendar to make sure all your key campaigns get the appropriate attention in all these different areas. Eventually you’ll see incremental gains in CTR, lower bids, improved conversions and over the long haul it makes a monumental difference.
– Running a conversion optimization project? No need to re-invent the wheel, just apply the LIFT model; a well proven methodology and process for evaluating areas of a page to test.
These examples fly in the face of what marketers crave, which is the tips and tricks…the shortcuts that will get us better results. Heck, when’s the last time you attended a marketing conference to hear a speaker talk about process?? I’m not advocating for ditching trying to find that cutting edge blog post that will help you strategize and look at things differently. What I have realized after several years at this is that there’s no substitute for hard work.
Whether you realize it or not, lather/rinse/repeat, the hard work of grinding and optimizing your digital campaigns is what will get you the results in the long run.