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- The Power of ‘Underperforming’ Channels
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Hi Trailblazers,
Ever wondered why some marketing channels seem to be underperforming, yet turning them off leads to a drop in conversions elsewhere?
Yes? No?
Maybe you didn’t even realize it!
What if the channels you thought weren’t pulling their weight were actually the key to your success?
Have you ever cut back on a marketing channel only to see your overall sales start to dip? It’s frustrating, right?
This week, we’re diving into why the channels you think aren’t working might actually be critical to your success—and how you can avoid the “Performance Paradox” that could be costing you conversions.
Today, let’s talk about the hidden dynamics of multi-channel marketing and how to make every touchpoint count.
🔥 Unlock the Secret Behind High-Converting Marketing Touchpoints
🚀 Why Your “Underperforming” Channels Might Be Your Biggest Asset
🔦Trailblazer Spotlight: Julia Langley - Why “Practice Makes Perfect” Isn’t Just a Cliché—It’s Your Secret to Success!
⬇️ Scroll down to discover how to maximize your marketing touchpoints and boost conversions!
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Sponsored by Klever Strategies, Digital Marketing Consultancy
Marketing Nugget
Why Every Touchpoint Matters
Picture this:
You’re running a solid paid ads campaign (or social media content strategy), and you notice one of your platforms isn’t pulling its weight.
So, you cut it off, thinking it’s the right move. But then, suddenly, your other channels start underperforming too (aka the Performance Paradox).
What gives?
Solution:
Introducing the 7-11-4 theory—a powerful framework that suggests a consumer needs to engage with 7 hours of content, across 11 different touchpoints, and on 4 different mediums before they’re ready to make a purchase.
It’s not just about the final ad that gets the credit for the conversion; it’s about the journey that led them there.
To prevent the “Performance Paradox,” allocate 80% of your budget to your top-performing channels and 20% to support channels, even if they don’t seem to convert directly.
Feeling like that’s a lot of touchpoints?! Does this make you want to cry? Don’t worry, let’s simplify it a bit. Keep reading for a strategy to easily tackle the 7-11-4 theory.
Contrary to popular belief, cutting out low-converting channels like Facebook or Instagram Ads could cause a drop in your Google Ads performance. Those “underperformers” might actually be the crucial touchpoints that warm up your leads before they convert elsewhere.
Why does it work?
Each touchpoint works in harmony with others, subtly guiding your prospects closer to a purchase.
Cutting out a seemingly underperforming channel might disrupt this delicate balance, causing your overall marketing performance to falter.
It’s about the entire customer journey, not just the last click.
While many believe that the last-click attribution model tells the full story, the reality is that it overlooks the multiple touchpoints—social media posts, email newsletters, content marketing—that subtly nudge your audience toward making a purchase. Ignoring these supporting channels can lead to missing out on their real value.
How to Act Now:
1 - Review your marketing budget and resources.
Review your current marketing budget and resources you have available to help you show up on each channel.
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