Friday, February 27, 2009
There is so much competition today that the messages you use need to be one-of-a-kind. The effectiveness of any campaign is directly correlated to the quality of your list and the effectiveness of your offer. Before you even begin planning for your marketing campaign, think about your product and what motivates people to buy.
After spending many years trying new things, I've found that marketing results are relatively consistent when sound marketing techniques are applied. These techniques are effective in any industry and any apply to any type of campaign you have. Consider building your marketing campaign using the following strategies:
Set specific goals. Before you begin, think about the specific goals you wish to achieve. Many marketers gravitate towards conversion but you need to define what that means for you and your business. Some individuals are simply looking for a sale, others a lead or download. Before you begin, identify what action you want respondents to take and how you're going to measure it.
Segment your market. Don't try to market to everyone. If you do, your campaign will not be successful. On the other hand, if you consider the specific audience you're looking to attract and find them, your chances of success increase tremendously. Review your current customer and find others like them if you wish to generate a positive return on investment.
Identify key messages. What are the key messages that resonate with your audience? Have you used successful headlines or email subject lines in the past? If you have, use these as a baseline and build from there. You need to speak in the language that resonates with your customers if you are going to get their attention and gain their trust.
Test multiple offers. The only way to run a productive marketing campaign is by testing various offers. Your offer is a critical component for improving marketing results. Your best bet is to test multiple offers and measuring the result. Once you find and offer that works, try to beat its results during the next campaign.
Use an integrated marketing approach. Don't settle for a single email, post card or ad. Rather, discover the media that your segment uses to get their information, do research, and buy their products. This will help you determine the best way to reach them. Once you develop a campaign, tie together as many of these media types to convey your message and offer.
Using these marketing techniques are important for producing a positive ROI. In addition, be aware of your campaign timing. Even if all of the above criteria are met, your campaign could still fall short if you havent exposed your audience to the right message at the right time.
Consider each of these steps before creating your next marketing campaign in print or online. Your marketing is only going to be successful when you set specific goals, segment your market appropriately, use effective messaging, and create a compelling offer. Experiment with different media to get your message across and deliver a winning marketing campaign.