With more than twelve months of experience in marketing, Internet marketing, and working with small businesses, Ive seen my share of failed and successful marketing campaigns. Regardless of the marketing discipline, online advertising, direct mail, etc., basic marketing principle stand the test of time.
Today, the art of marketing is far more complicated than it once was. However, many of the same basic principles still apply. Too often professional marketers and small business owners overlook the tried and true techniques that have separated successful campaigns from those that never turn a profit. Here is my all time list of effective marketing tips.
Understand your target market. By having a really deep understanding of your target audience and what's important to them you can have a significant influence on their buying behavior. A complete understanding of who you're selling to is of utmost importance if you want to deliver the right message at the right time. Don't overlook the power of knowing your audience and what motivates them.
Create a compelling offer. A marketing offer is the driving force of marketing campaigns that drive results. In fact, testing has proven that the offer is the most significant element for conversion. Focus on your offer if you want to be successful.
Generate split tests. A split test is when you use multiple versions of a marketing piece, measuring the results. This is a great way to improve the results of any marketing campaign. This is very important when considering running a campaign for a sustained period of time. Split test for long-term success.
Never work alone. The most creative marketing ideas come from working with other creative people. Don't feel like you need to have all the answers or great ideas. You may start with an idea, but an open dialog with other creative individuals will make it much better.
Stay away from discounting. Don't get caught in the slippery slope of discounting. Once you do, it's difficult to start charging top price for the same products or services that you offer. As a result, you should definitely consider emphasizing value over price. This allows you to sell for list price while making buyers comfortable with the price they pay for your products.
Keep your messages consistent. Consider the entire user experience before you launch a campaign. From email to website to offer, ask yourself if the prospect having a consistent user experience. If they are, your campaigns stands above 98% of others.
Create value after the sale. Marketing doesn't end once a sale is made. In fact, more emphasis should be placed on enhancing with existing clients. This can often generate significantly more revenue at a much lower expense. Think about how you'll grow your customer relationships and invest your marketing dollars. This is an investment that you can't afford to overlook.
Test often. In addition to split testing, you should consider multiple forms of testing in each marketing discipline. For direct marketing, test headlines, offers, copy, time of direct mail drop, etc. Consider testing a life long requirement.
Use integrated marketing. You cant rely on one form of marketing to carry your campaigns to certain success. Its okay to generate many of your leads or sales through pay-per-click marketing for example but what happens when that dries up? Use multiple media sources to meet your goals.
Create your own experience. Many small business owners or website owners read a book and think they're an expert. Nothing could be further from the truth. The best results I create have always come from learning through my own experiences. As you try new things, you learn what works with your audience and what doesn't. Nothing can replace the actual experience you get by doing things by yourself.
If you want to succeed with your next marketing campaign, consider these basic marketing tips before you brand out. Simple strategies well executed can generate positive results. Stick with what has worked for you in the past and build from there. Success comes with sustained and persistent efforts.
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