{"id":4606,"date":"2023-09-21T12:09:00","date_gmt":"2023-09-21T10:09:00","guid":{"rendered":"https:\/\/savvyrevenue.com\/marketingstrategi\/"},"modified":"2024-08-30T14:21:20","modified_gmt":"2024-08-30T12:21:20","slug":"marketingstrategi","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/marketingstrategi\/","title":{"rendered":"Derfor er Google Ads ikke en marketingstrategi"},"content":{"rendered":"\r\n<p>Det her bliver ikke nogen lang artikel om, hvorfor du skal lave en marketingstrategi. Men jeg vil dog lige vende id\u00e9en om ikke at have en<strong> marketingstrategi<\/strong>, men i stedet have en masse <strong>marketingtaktikker,<\/strong>\u00a0der hverken arbejder sammen eller underst\u00f8tter hinanden. \u00a0<\/p>\r\n\r\n\r\n\r\n<p>Jeg ser det gang p\u00e5 gang og tweetede ogs\u00e5 om det for nogle uger siden:<\/p>\r\n\r\n\r\n\r\n<figure><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/image1-10.png\" alt=\"Et bureau g\u00f8r ikke op for en marketing plan\" width=\"683\" height=\"370\" \/><\/figure>\r\n\r\n\r\n\r\n<p>Jeg kommer til at bruge udtrykkene<strong>\u00a0&#8220;forretningsplan&#8221;<\/strong>\u00a0og <strong>&#8220;marketingstrategi&#8221;<\/strong>\u00a0i fl\u00e6ng i denne artikel. For webshops og folk, der arbejder med marketing, vil de minde meget om hinanden, men ofte vil du kun arbejde med den ene del alt efter din stilling.<\/p>\r\n\r\n\r\n\r\n<p>Marketingteamet vil hovedsageligt se marketingstrategien som det vigtigste, mens CEO\/CFO\/COO&#8217;en vil se forretningsplanen som det vigtigste og marketingstrategien som den underst\u00f8ttende &#8211; <em>hvilket jeg er enig i. <\/em><\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">&#8220;Gotcha, men Google Ads er ikke en marketingstrategi&#8221;<\/h3>\r\n\r\n\r\n\r\n<p>F\u00f8lgende scenarie ser vi fra tid til anden:<\/p>\r\n\r\n\r\n\r\n<p>Annonc\u00f8rer ringer til os og siger:<\/p>\r\n\r\n\r\n\r\n<p><em>&#8220;Hej. Google Ads fungerer ikke s\u00e5 godt for os. Kan vi tale om, at I overtager?&#8221;<\/em><\/p>\r\n\r\n\r\n\r\n<p>Vi begynder at snakke om deres forretning, udfordringer og muligheder. P\u00e5 et tidspunkt stiller vi s\u00e5 sp\u00f8rgsm\u00e5let: <strong>Hvad er jeres marketingstrategi?<\/strong><\/p>\r\n\r\n\r\n\r\n<p>Svaret, jeg frygter, kommer:<\/p>\r\n\r\n\r\n\r\n<p><em>Vi k\u00f8rer bare med Google Ads.<\/em><\/p>\r\n\r\n\r\n\r\n<p>Gotcha. Men det er ikke en marketingstrategi.<\/p>\r\n\r\n\r\n\r\n<p>Google Ads kan v\u00e6re en prim\u00e6r driver i din marketingstrategi, men det er stadig kun en del af din plan.<\/p>\r\n\r\n\r\n\r\n<p>Okay, indr\u00f8mmet&#8230; Jeg kan nogle gange lave en marketingstrategi baseret p\u00e5 deres svar p\u00e5 de andre sp\u00f8rgsm\u00e5l.<\/p>\r\n\r\n\r\n\r\n<p>Men at have en marketingstrategi er vigtigt, og det samme er det at have en forretningsplan. Det handler om at hj\u00e6lpe din virksomhed med at holde sig p\u00e5 sporet og ikke jage hver eneste marketingkanal derude.<\/p>\r\n\r\n\r\n\r\n<p>I stedet b\u00f8r du fokusere p\u00e5 de marketingkanaler, der underst\u00f8tter din forretningsplan.<\/p>\r\n\r\n\r\n\r\n<figure><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1170336-Illustrations-for-new-article-Why-Google-Ads-is-not-a-Marketing-Plan_1-DA_091421.png\" alt=\"dine marketing tiltag skal underst\u00f8tte din foretningsplan\" width=\"1024\" height=\"820\" \/><\/figure>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Underst\u00f8t din marketingstrategi med de rette tiltag<\/h2>\r\n\r\n\r\n\r\n<p>Du vil have din marketingstrategi til at underst\u00f8tte din forretningsplan, og du vil have begge til at forst\u00e6rke dine store marketingkanaler.<\/p>\r\n\r\n\r\n\r\n<p>Hvis Search er en stor del af din marketingstrategi, skal du underst\u00f8tte den med de komponenter, der er vigtige for, at Search er effektivt:<\/p>\r\n\r\n\r\n\r\n<figure><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1170336_Illustrations-for-new-article-Why-Google-Ads-is-not-a-Marketing-Plan_2a-DA_090121.png\" alt=\"Ekempel p\u00e5 hvordan du underst\u00f8tter din foretningsplan med marketing tiltag\" width=\"1024\" height=\"801\" \/><\/figure>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Produkter, folk s\u00f8ger efter<\/li>\r\n<li>Konkurrencedygtige priser<\/li>\r\n<li>SEO er en fantastisk underst\u00f8ttende kanal<\/li>\r\n<li>Forst\u00e5else for, at dine prim\u00e6re indgangssider kan v\u00e6re p\u00e5 mange niveauer<\/li>\r\n<li>Social\/Display\/Branding bliver en m\u00e5de at skabe en h\u00f8jere CTR i s\u00f8gning og flere brand-s\u00f8gninger frem for performancefokuseret.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>Kan du se, hvordan det at s\u00e6tte en overordnet strategi giver dig mulighed for at <strong>investere i de rigtige aktiviteter for at underst\u00f8tte den kanal?<\/strong><\/p>\r\n\r\n\r\n\r\n<p>Det samme princip g\u00e6lder, hvis du g\u00e5r efter paid social-strategi:<\/p>\r\n\r\n\r\n\r\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1170336_Illustrations-for-new-article-Why-Google-Ads-is-not-a-Marketing-Plan_3-DA_090121.png\" alt=\"eksempel p\u00e5 en paid social strategi\" width=\"1024\" height=\"711\" \/><\/figure>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Dine kreativer skal v\u00e6re on point<\/li>\r\n<li>Storytelling er vigtigt<\/li>\r\n<li>Custom landingssider er et must<\/li>\r\n<li>YouTube bliver en nem underst\u00f8ttende kanal, fordi du allerede har styr p\u00e5 kreativerne<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>Marketing for en virksomhed som Soundboks kommer til at handle om at skubbe brand-budskaber snarere end at fange eftersp\u00f8rgslen.<\/p>\r\n\r\n\r\n\r\n<p>Disse to eksempler tegner i grove tr\u00e6k det store billede. Ofte kan din individuelle marketing- og forretningsplan have flere og mere detaljerede aspekter.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Paid Social fungerer ikke for dig, fordi&#8230;<\/h2>\r\n\r\n\r\n\r\n<p>\u2026 du har bygget din forretning op om search-marketing.<\/p>\r\n\r\n\r\n\r\n<p>Eller omvendt, du byggede den op om paid social.<\/p>\r\n\r\n\r\n\r\n<p>Lad mig komme med et eksempel.<\/p>\r\n\r\n\r\n\r\n<p>En af vores kunder havde et godt paid social-program.\u00a0Det gjorde underv\u00e6rker.<\/p>\r\n\r\n\r\n\r\n<p>Oprindeligt, da vi overtog deres Google Ads, blev de ved med at sende os disse engangsudsalg ala \u201cDenne ene sko i denne ene farve er nu til salg. Kan I k\u00f8re nogle annoncer for det\u201d?<\/p>\r\n\r\n\r\n\r\n<p>Det var et produkt blandt 20.000.<\/p>\r\n\r\n\r\n\r\n<p>At s\u00e6lge den ene sko havde <strong>ingen indflydelse p\u00e5 Google Ads &#8211; overhovedet.<\/strong>\u00a0Det var 0.2% af oms\u00e6tningen.<\/p>\r\n\r\n\r\n\r\n<p>Under et m\u00f8de begyndte de at stille sp\u00f8rgsm\u00e5l ved vores evner \u2013 og faktisk alle bureauers evner &#8211; fordi vi aldrig kunne f\u00e5 s\u00e5 meget ud af deres udsalg.<\/p>\r\n\r\n\r\n\r\n<p>Efter at have dykket dybere ned i det viste det sig at deres paid social-program var <strong>s\u00e5 godt, fordi de havde lavet massive pushes<\/strong>\u00a0om enkelte produkter.<\/p>\r\n\r\n\r\n\r\n<p>De tog billeder, samlede anmeldelser, optog videoer og skabte <strong>generelt en super fed vibe <\/strong>omkring et produkt ad gangen.<\/p>\r\n\r\n\r\n\r\n<p>Og ja, du har sikkert g\u00e6ttet det. Det er det produkt, de ville k\u00f8re en kampagne for senere p\u00e5 m\u00e5neden.<\/p>\r\n\r\n\r\n\r\n<p>Problemet var ikke, at vi var d\u00e5rlige. <strong>Det var, at komponenterne i deres content push ingen indflydelse havde p\u00e5 Google Ads. <\/strong>Der var simpelthen ikke nok mennesker, der s\u00f8gte efter det p\u00e5g\u00e6ldende produkt til at g\u00f8re en forskel i oms\u00e6tningen, der kom fra Google Ads.<\/p>\r\n\r\n\r\n\r\n<p>Vi blev enige om at lave initiativer, der generelt performede godt for Google Ads: <strong>Udsalg p\u00e5 hele siden, kategorier og kampagner p\u00e5 brands. <\/strong><\/p>\r\n\r\n\r\n\r\n<p>S\u00e5 snart de begyndte med udsalg p\u00e5 kategorier specifikt for Search, begyndte vi ogs\u00e5 at kunne skubbe en k\u00e6mpe volumen igennem. Denne gang var det for en langt st\u00f8rre m\u00e6ngde varer, end deres social program kunne markedsf\u00f8re.<\/p>\r\n\r\n\r\n\r\n<p>S\u00e5 de begyndte at kunne s\u00e6lge mere volumen p\u00e5 tv\u00e6rs af flere <strong>forskellige<\/strong>\u00a0produkter, hvilket gjorde det lettere at holde produkter p\u00e5 lager.<\/p>\r\n\r\n\r\n\r\n<p>De stoppede ikke deres individuelle produktskub\/reklamer \u2013 og det skulle de heller ikke \u2013 men nu har de en marketingstrategi<strong>, der har en paid social-komponent og en Google Ads-komponent.<\/strong><\/p>\r\n\r\n\r\n\r\n<p>Jeg har skrevet en anden artikel om <a href=\"https:\/\/savvyrevenue.com\/dk\/blog\/google-ads-vs-facebook-ads-vs-amazon-ads\/\">hvorn\u00e5r du skal v\u00e6lge hvad<\/a>.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">#1 p\u00e5 Google fungerer indtil det ikke g\u00f8r det l\u00e6ngere<\/h2>\r\n\r\n\r\n\r\n<p>Hele id\u00e9en ved at have en marketingstrategi er, at du ved, hvad du skal g\u00f8re, n\u00e5r du l\u00f8ber ind i udfordringer.<\/p>\r\n\r\n\r\n\r\n<p>Hvis du har en marketingstrategi med forskellige komponenter, som du ved er en integreret del af dens arbejde,<strong>\u00a0ved du ogs\u00e5, hvilke komponenter du skal gennemg\u00e5, n\u00e5r noget er galt.<\/strong><\/p>\r\n\r\n\r\n\r\n<p>Lad os tage vores eksempel fra tidligere med en Search-drevet forretningsplan.<\/p>\r\n\r\n\r\n\r\n<p><strong>Komponenterne er f\u00f8lgende:<\/strong><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Produkter med eftersp\u00f8rgsel<\/li>\r\n<li>Seneste udvalg af produkter<\/li>\r\n<li>Produkter p\u00e5 lager<\/li>\r\n<li>Konkurrencedygtige priser<\/li>\r\n<li>Et CRO-fokuseret website med meget lidt friktion<\/li>\r\n<li>Et effektivt Search-program<\/li>\r\n<li>Underst\u00f8ttelse af display\/branding-indsats<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>Ikke effektiv mere?<\/p>\r\n\r\n\r\n\r\n<p>Nu kan du begynde at stille de rigtige sp\u00f8rgsm\u00e5l.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Bliver vores produkter stadig s\u00f8gt efter?<\/li>\r\n<li>Har vi de nyeste produkter fra de m\u00e6rker, vi f\u00f8rer?<\/li>\r\n<li>Har vi en god blanding af up-and-coming brands og de traditionelle brands?<\/li>\r\n<li>Er vores \u201cp\u00e5 lager\u201d rate konkurrencedygtig?<\/li>\r\n<li>Er vores priser stadig konkurrencedygtige?<\/li>\r\n<li>Er vores forsendelseshastighed\/pris stadig konkurrencedygtig?<\/li>\r\n<li>Er vores Search-markedsf\u00f8ring stadig effektiv?\r\n<ul>\r\n<li>Er CPC&#8217;er steget?<\/li>\r\n<li>Konkurrencen \u00f8get?<\/li>\r\n<li>Har vi de rigtige mennesker til de udfordringer, vi st\u00f8der p\u00e5 i dag? Search vs. Shopping&#8230;<\/li>\r\n<li>Er vores team vokset med vores forretning? 1.000 vs. 10.000 produkter.<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>Disse sp\u00f8rgsm\u00e5l er meget bedre at stille i stedet for at konstatere, at Google Ads er mindre rentabelt end tidligere\u201d \u2013 men hvorfor egentlig?<\/p>\r\n\r\n\r\n\r\n<p>N\u00e5r du har en forretnings- og marketingstrategi, ved du, hvilke komponenter du skal skrue p\u00e5, n\u00e5r tingene ikke g\u00e5r din vej.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Hvis Google Ads aldrig har fungeret for dig, er grunden her<\/h2>\r\n\r\n\r\n\r\n<p>Jeg har haft venner, som ejer en virksomheder, der har spurgt mig, hvorfor deres bureau er s\u00e5 d\u00e5rligt.<\/p>\r\n\r\n\r\n\r\n<p>Jeg har ogs\u00e5 haft bekendte, der spurgte mig, hvorfor Google Ads ikke fungerer for dem.<\/p>\r\n\r\n\r\n\r\n<p>Og jeg har haft utallige kunder, der har spurgt mig i l\u00f8bet af de sidste 10 \u00e5r, hvorfor de ikke har haft succes med Google Ads.<\/p>\r\n\r\n\r\n\r\n<p>Dette er de <strong>fem scenarier<\/strong>, jeg oftest st\u00f8der p\u00e5:<\/p>\r\n\r\n\r\n\r\n<ol class=\"wp-block-list\">\r\n<li><strong>Ingen overordnet marketingstrategi, s\u00e5 de underst\u00f8ttende komponenter ikke er p\u00e5 plads (optimering af landingssider, retention, trial to paying customer focus osv.)<\/strong><\/li>\r\n<li><strong>De er B2B, som betyder, at deres kunderejse er flere m\u00e5neder lang, hvilket g\u00f8r Google Ads (eller hvilken som helst marketingkanal) sv\u00e6rt at spore pr\u00e6cist<\/strong><\/li>\r\n<li><strong>Ikke nok personer, der s\u00f8ger efter det, de tilbyder \u2192 S\u00f8gning b\u00f8r ikke v\u00e6re en vigtig marketingkanal<\/strong><\/li>\r\n<li>Deres <strong>tilbud<\/strong>\u00a0er d\u00e5rligere end andre p\u00e5 markedet \u2192 Problem med <strong>forretningsplan<\/strong><strong>en<\/strong><\/li>\r\n<li>Nogle gange er det faktisk et <strong>d\u00e5rligt bureau<\/strong>, der gjorde det grundl\u00e6ggende forkert.<\/li>\r\n<\/ol>\r\n\r\n\r\n\r\n<p>Ja, der kan v\u00e6re masser af \u00e5rsager til, hvorfor Google Ads ikke har fungeret for dig, og det er m\u00e5ske ikke bare en enkelt ting, men hvis Search <strong>aldrig<\/strong>\u00a0har fungeret for dig, s\u00e5 skyldes det typisk et af scenarierne ovenfor.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Er det her dig? S\u00e5 g\u00f8r det her!<\/h2>\r\n\r\n\r\n\r\n<p>Hvis du f\u00f8ler, at denne artikel taler til dig, er der kun \u00e9n ting at g\u00f8re:<\/p>\r\n\r\n\r\n\r\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1170336-Illustrations-for-new-article-Why-Google-Ads-is-not-a-Marketing-Plan_4-DA_091421.png\" alt=\"Tre skridt til en bedre foretning\" width=\"1024\" height=\"481\" \/><\/figure>\r\n\r\n\r\n\r\n<p>Se derefter p\u00e5, hvordan dine nuv\u00e6rende aktiviteter underst\u00f8tter din marketingstrategi.<\/p>\r\n\r\n\r\n\r\n<p>Hvad skal du g\u00f8re mere af? Hvad skal du stoppe med at g\u00f8re?<\/p>\r\n\r\n\r\n\r\n<p>S\u00e5 simpelt er det.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Men hvordan laver jeg en forretnings- eller marketingstrategi?<\/h3>\r\n\r\n\r\n\r\n<p>Du har sandsynligvis allerede en. Du har bare ikke sat etiketten \u201cforretningsplan\u201d p\u00e5 den.<\/p>\r\n\r\n\r\n\r\n<p>Du har sandsynligvis en forretningsplan i dit hoved, som du har fulgt til at starte med, da virksomheden startede.<\/p>\r\n\r\n\r\n\r\n<p>I takt med at dit team voksede bem\u00e6rkede du, at de gjorde tingene 10% anderledes, end du gjorde. De t\u00e6nkte ikke p\u00e5 alle de komponenter, som du normalt gjorde.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Google Ads er ikke en marketingstrategi<\/h2>\r\n\r\n\r\n\r\n<p>S\u00e5 nej. En marketingkanal kan ikke erstatte en velskrevet marketingstrategi. Jeg h\u00e5ber, du er blevet en smule t\u00e6ndt p\u00e5 at skrive en marketingstrategi, der vil fungere for din forretning.<\/p>\r\n\r\n\r\n\r\n<p>Og som de klogeste mennesker i verden har sagt:<\/p>\r\n\r\n\r\n\r\n<p>&#8220;Du har kun en plan &#8230; indtil du har en ny.&#8221;<\/p>\r\n\r\n\r\n\r\n<p>S\u00e5 lav en nu. Skriv det ned p\u00e5 en enkelt side og t\u00e6nk p\u00e5 detaljerne senere.<\/p>\r\n\r\n\r\n\r\n<p>Du vil blive overrasket over, hvor godt det fungerer at skrive ting ned p\u00e5 et stykke papir.<\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>Det her bliver ikke nogen lang artikel om, hvorfor du skal lave en marketingstrategi. Men jeg vil dog lige vende id\u00e9en om ikke at have en marketingstrategi, men i stedet have en masse marketingtaktikker,\u00a0der hverken arbejder sammen eller underst\u00f8tter hinanden. \u00a0 Jeg ser det gang p\u00e5 gang og tweetede ogs\u00e5 om det for nogle uger [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":4613,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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