What exactly are mid-level marketing opportunities? They are platforms or content that may not be absolute top performers, but are causing some growth, making an impact that should not be ignored.
In the fast-paced world of marketing, it's easy to get caught up in pursuing only big opportunities. However, overlooking the potential of mid-level marketing opportunities can be a mistake. In our previous blog post, we shared an example from the band The Cure and how we used data science and machine learning to uncover their top KPI for driving streaming growth on June 1st: Instagram Reels. (Be sure to check out that blog post for a deep dive.) If we were on their marketing team, this would be one of the main areas to focus on. While it makes sense to prioritize high-performing opportunities in a marketing plan, we must not neglect the importance of nurturing medium-level opportunities.
Let's use The Cure as an example again. When analyzing their data in the Immensity system, we observed that while Instagram was the top-performing platform for audience engagement, Facebook emerged as a medium-performing platform. Facebook is often overlooked, but its significance should not be underestimated just because it wasn’t performing as well in this particular case. To further understand this opportunity, we looked at The Cure's Facebook posts between May 15th and June 11th to gain insights into what actually worked. In their case, posts featuring tour photos, concert posters, and event details received high engagement, with a particular highlight being a post of the band at soundcheck.
While you should mostly focus your time and money on high performing opportunities, experimentation and focus elsewhere plays a crucial role in marketing. There is data-driven support that things are and will continue to work, making it worthwhile to play around with little tweaks in your strategies. Your team can experiment with the same content types that have shown success, making slight adjustments to generate potentially higher attribution. This approach allows for exploration and innovation, ultimately leading to improved results.
A good rule of thumb is to spend around 60% of your time on high-impact opportunities while dedicating around 30% of your time to medium-level opportunities and building up-and-coming platforms. Think of this approach as a marketing plan and model that helps you understand your main opportunities. However, if you have extra time, take an approach to identify what's coming next, where your strongest opportunities lie, and how you can improve.
In the quest for marketing success, it's important not to overlook the potential of mid-level marketing opportunities. By analyzing data, embracing platforms beyond the obvious choices, and strategically allocating time and resources, we can unlock hidden potential and drive long-term growth. So, as you craft your marketing strategy, remember to give attention to mid-level opportunities. They may not grab immediate attention like high-level opportunities do, but they have the potential to nurture your brand's presence and pave the way for future success. With experimentation and strategic adjustments, you can continue to refine your approach and achieve even greater results.