What Are Examples of Campaigns that Didn't Perform as Expected?
Ever wondered what top executives do when a marketing campaign fails to hit the mark? In this article, insights from a CEO and a CMO reveal how to navigate such challenges effectively. Learn how refining keyword targeting can turn things around, and discover why emphasizing productivity benefits is crucial. With a total of twelve expert opinions, you'll gain valuable strategies to ensure your campaigns achieve better results.
- Refine Keyword Targeting
- Shift to Storytelling
- Focus on Solutions
- Personalize Offers
- Highlight Business Solutions
- Gather Direct Feedback
- Tell the Restaurant's Story
- Adjust Pricing and Policies
- Narrow Audience Focus
- Emphasize Productivity Benefits
- Optimize Lead Delivery Times
- Target Middle of the Funnel
Refine Keyword Targeting
One of our paid search campaigns for a law firm didn't perform as expected. We weren't getting the conversions we anticipated, and it quickly became clear that something wasn't working. After a deep dive into the data, we realized that the issue stemmed from the keywords we were targeting. They were driving traffic, but it wasn't the right kind of traffic—people weren't converting.
To pivot, we made the tough decision to scrub our entire list of keywords and start from scratch. We focused on refining our targeting by choosing more specific, long-tail keywords that aligned with the firm's core services and ideal clients. In addition to that, we changed up some of the conversion metrics, focusing on different actions that better reflected actual client engagement, like form submissions or phone calls, rather than just clicks.
This reset brought the campaign back to life, and we saw a significant improvement in both lead quality and conversion rates.
Shift to Storytelling
One campaign that didn't perform as expected was a social-media push for a new product launch. I initially thought flashy ads and bold visuals would grab attention, but the engagement was surprisingly low.
Realizing something was off, I took a step back to analyze the feedback and metrics. I noticed that while the visuals were eye-catching, the messaging didn't resonate with my audience's needs and pain points.
To pivot, I shifted my focus to storytelling. I started sharing real customer experiences and how the product solved their problems. This approach not only made the campaign more relatable but also sparked meaningful conversations.
As a result, engagement increased significantly, and we saw a boost in conversions. It taught me the importance of aligning my messaging with what truly matters to my audience.
Focus on Solutions
We had a campaign that flopped because we assumed our target audience cared about the shiny new features of a product. They didn't.
Instead of scrapping everything, we sent out a super-short survey asking one question: "What's the one thing you wish this product did for you?"
The answers completely shifted our focus. We stopped pushing features and started pushing solutions. We didn't change the product, just how we spoke about it. Suddenly, the same campaign that was failing turned around because we were finally talking about what people actually cared about.
Simple shift, massive impact.
Personalize Offers
We ran a holiday-sale campaign that didn't gain much traction initially. After reviewing the data, we realized our messaging was too generic. We quickly pivoted by personalizing the offers and targeting specific customer segments based on past purchases. This adjustment led to a 15% increase in conversions by the end of the sale.
Highlight Business Solutions
One campaign that didn't perform as expected was an outreach targeting mid-sized tech firms in the U.S. We were promoting our custom software development services via email marketing and LinkedIn ads. Initially, we focused too much on showcasing our technical skills—our tech stack, programming languages, and platforms.
The response was weaker than expected. We quickly realized that our messaging was too technical and didn't address the business challenges these companies were facing. To fix this, we shifted our focus. Instead of just talking about tech, we highlighted how we solve real business problems—like cutting costs or speeding up project timelines. We also included relevant success stories.
That change worked. Engagement rates jumped, and we booked more meetings because the message was now about solving their pain points, not just showing off our skills.
Gather Direct Feedback
One campaign that didn't perform as expected was a product launch we executed using a traditional email-marketing approach combined with social media promotion. Initially, we anticipated a high level of engagement based on previous campaigns, but the open and click-through rates fell significantly short of our targets. Upon analyzing the data, we realized that our messaging was not resonating with our audience, and the timing of our emails coincided with a busy season for our target market, leading to increased competition for their attention.
To pivot and improve results, we decided to gather direct feedback from a segment of our audience through surveys and social media polls. This allowed us to understand their preferences better and tailor our messaging accordingly. We shifted our focus to creating more personalized content that highlighted the specific benefits of our product relevant to different customer segments.
Additionally, we implemented a retargeting strategy, reaching out to those who had engaged with our initial emails or social posts but had not converted. We also introduced a series of short video testimonials from satisfied customers, showcasing real-life use cases and the product's value, which we distributed across multiple channels.
As a result of these adjustments, we saw a notable increase in engagement and conversion rates. The campaign ultimately exceeded our revised expectations, proving that being responsive to audience feedback and adapting strategies can lead to improved outcomes, even after a lackluster start.
Tell the Restaurant's Story
I once launched a marketing campaign aimed at helping a local restaurant optimize their Google Business Profile. My plan was straightforward. I created a detailed strategy focused on improving their online visibility through content updates, review management, and local backlinks. I was confident this would lead to a surge in customers and glowing reviews.
But the results were disheartening. After a couple of months, their visibility improved only slightly, and foot traffic didn't budge. I sat back and thought, "What went wrong?" It turned out that while I was busy optimizing their profile, I overlooked something crucial: their audience's preferences.
The restaurant was known for its cozy atmosphere and unique dishes, but my content focused too much on technical SEO jargon and not enough on what made them special. I realized I needed to connect with potential customers in a more engaging way.
So, I pivoted. Instead of focusing solely on the optimization techniques, I worked with the restaurant to create content that highlighted their story, the inspiration behind their menu, and the people who made it happen. We started a blog on their website featuring chef interviews, behind-the-scenes looks at dish preparation, and customer stories.
We also launched a social media campaign showcasing mouth-watering images of their dishes and customer experiences. This shift not only attracted more people to their Google Business Profile but also led to a noticeable increase in reservations.
This experience taught me the importance of understanding your audience. Marketing isn't just about keywords and technical strategies; it's about telling stories that resonate. Sometimes, the best way to pivot is to step back and remember what makes a business unique.
Adjust Pricing and Policies
We've had several Google Ad shopping campaigns that haven't worked. We simply adjusted product pricing, shipping policies, and we've found these altered the overall conversion rate in our favor.
Narrow Audience Focus
I once ran a social media campaign to drive sign-ups for a new investment platform. We targeted a broad audience, thinking it would generate plenty of interest, but the results were underwhelming. We had a lot of clicks but very few conversions. Clearly, the messaging wasn't resonating with the right group, and we needed to rethink the strategy.
After reviewing the data, it became obvious that our audience targeting wasn't specific enough. The campaign was too generic, trying to appeal to everyone but ending up appealing to no one. Instead of casting a wide net, I shifted focus to a more niche group—high-net-worth individuals interested in tax-free investments. This helped the content feel more relevant and personalized to the audience that would benefit most from our services.
Next, I revised the ad copy and visuals. The original version contained general terms like "grow your wealth" and offered no concrete benefits. I switched it up to focus on specifics, such as "tax-free gold investments" and highlighted the secure storage in Dubai. This change made the ads stand out more and gave potential customers a clearer idea of our offerings.
The result was a significant improvement in conversion rates. By narrowing the audience and delivering a more tailored message, we were able to attract the right people. This experience reminded me that it's not just about getting clicks—it's about speaking directly to those who are most likely to take action.
Emphasize Productivity Benefits
One campaign that initially didn't perform as expected was our workplace wellness program at The Alignment Studio. The goal was to partner with corporate clients, offering ergonomic assessments and tailored fitness programs to improve employee well-being and reduce injuries. Despite extensive research and a solid strategy, the initial response was underwhelming. Companies were hesitant to invest in the program, citing budget constraints and a lack of awareness about the long-term benefits of preventive care.
Drawing on my 30 years of experience and understanding of the importance of addressing postural health, I realized we needed to shift the messaging. Instead of focusing solely on injury prevention, we rebranded the program to emphasize enhanced productivity, reduced sick days, and overall team performance. We also included a case study highlighting the success of a local business that saw a significant reduction in employee downtime after working with us. This pivot, along with leveraging my experience in sports physiotherapy to showcase measurable performance benefits, led to a surge in interest. The revised campaign resulted in a 40-percent increase in corporate partnerships within six months, demonstrating how a well-timed adjustment can turn around a campaign.
Optimize Lead Delivery Times
We had onboarded a very large affiliate lead vendor. We were buying tons of leads, and they were not converting. We looked at delivery times and changed them to only deliver when our call centers were open. We saw a 60% lift in conversions!
Target Middle of the Funnel
Considering a client is from the SEO industry and has been present for over a decade with a strong footprint in running paid ads, we were provided with strong contextual info on their funnel, events, and how they should be distributed. The initial campaign for booking calls with the business (sales team) produced low-quality, high-CPA, and low-volume leads. With extensive testing and segmentation of their funnel, we concluded that not prospecting but the middle of the funnel resonates best with our CTA and have pivoted our focus to it. Since then, CPA went down, and volume and quality went up.
