In the spirit of full disclosure — and to show that every small business struggles — I want to share the bumps in the road I encountered in 2017.
Yes, it was a bit of a bummer coming up with this list — but I think it’s really important to pinpoint what’s not working for you, so you can re-channel your energies into what you know works.
So, without further ado, I lay myself bare before you and present my 3 biggest marketing flops of 2017:
BVC’s 3 Biggest Marketing Fails of 2017:
1. So Over Social Media: Bon Vivant Copy’s Facebook and Instagram presences have been steadily growing over the past half year. So why am I going to take a step back from them in 2018? Because social media views haven’t turned into conversions. Social media has never been my cup of tea, so that’s not surprising. Instead of obsessing over views and likes (definitely not a healthy obsession!), I’m going to scale back on my posting schedule to at least maintain a brand presence. But I’ll focus on conversions elsewhere, like guest posting on other platforms.
2. Finicky Facebook Ads: FB ads are a tough cookie to crack, aren’t they? And I couldn’t quite figure out the secret to cracking them in 2017. That’s hundreds of dollars down the drain … oops. The money — and more importantly, the time — I poured into FB Ads could’ve been better spent elsewhere. I’ve realized that my strengths and interests just don’t lie in figuring out FB targeting, especially with how frequently FB updates its algorithms. In terms of paid advertising, I’ll be trying different tactics this year, including advertising within Facebook groups that are already full of my ideal audience — passionate travel pros.
3. Less-than-Outstanding Opt-In Offers: If there’s one thing I was really proud of accomplishing in 2017, it was putting together my free 10-Day Blog Challenge for travel pros. I heard from a lot of you that the prompts were really useful, and, for some, they sparked inspiration in you like never before (if you haven’t gone through the challenge yet, you can sign up for free right here). Unfortunately, I can’t say the same about some of my other opt-in offers — while I think the opt-in offers themselves are solid, I don’t think I did a good enough job nurturing new subscribers in the emails that follow. And as I’ve mentioned before, the key is in the follow up! So I’ll be spending my 2018 really sharpening my opt-in offer email campaigns to ensure they are bursting with value.
Phew, glad we got the flops out of the way 🙂
Now, what’s new for 2018? Here’s what I plan to tackle with gusto this year:
BVC’s Marketing Goals for 2018:
1. Facebook Live: Okay, so I’m not ready to give up on Facebook quite yet! I do love how FB Live can connect you to your audience in a really authentic way, so I’m planning on doing more short FB Live videos this year. I think this is especially important because not everyone learns best the same way — while some subscribers love reading my Weekly Tip emails, I know others would digest the info better if they could hear it. Enter: FB Live.
2. Self-Hosted Webinars: Like FB Live, webinars are an amazing way to connect with others, even over a computer screen — that’s why they’re on my slate for 2018. Plus, it’ll allow me to explore a topic in a lot more depth with you all (P.S. If there’s a topic you’d like to really dive deep into, please let me know!). Sometimes I have trouble keeping my Weekly Tip emails to a reasonable length, so it seems like trying out the webinar format is the next logical step. BTW, speaking of webinars — if you’re a member of the Global Institute for Travel Entrepreneurs (GIFTE) community, don’t miss their January Marketing Expert Call — it’ll feature yours truly!
3. A Copywriting Course: I’ll admit, this is just the seed of an idea right now … but I’ve been toying with creating a step-by-step course for writing your own travel agent website copy. Your website is THE foundation of your marketing, so you have to get it right! However, I know not everyone has the funds to work with me one-on-one to write their web copy. So, look out for more info about this in the second half of the year — I’ll be sending out surveys and looking for demo participants to ensure this course is something travel pros can actually benefit from.
So, that’s what’s on my list for 2018.
Now, I want to hear from YOU.
What are you giving yourself permission to let go of in the New Year? What new thing will you be pursuing with all your heart?
Share in the comments below so I can cheer you on!