With more than twelve months of experience in marketing, Internet marketing, and working with small businesses, Ive seen my share of unsuccessful and successful marketing campaigns. Regardless of the marketing discipline, Internet 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 basic 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 audience. By having a deep understanding of your target audience and what’s important to them you can have a significant influence on their buying behavior. A complete knowledge of who you’re selling to is of utmost importance if you want to deliver the right message at the right time. Don’t underestimate the power of knowing your audience and what motivates them.
It’s all about the offer. The success of any marketing campaign is directly correlated to the appeal of the offer. Many people feel that a good marketing piece is based on good copy or design alone. One of the most important aspects of any marketing campaign in the offer. Without a strong offer you’ll never see results.
Invest in split testing. A split test is when you use multiple versions of a marketing piece, measuring the results. This is a great way to improve overall results of any marketing campaign. This is very important when considering running a campaign for a long period of time. Split test for long-term success.
Rely on a team. It doesn’t matter what you know or what you can accomplish on your own. In marketing, you need a team. Develop a group of individuals with a diverse set of marketing skills but share a similar marketing philosophy. This will strengthen the effectiveness of your marketing campaigns and produces very good results.
Stay away from discounting. Don’t get caught in the slippery slope of discounting. Once you do, it’s difficult to start charging list price for the same products or services that you offer. As a result, you should 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.
Use consistent messaging. Is your prospect hearing the same messages throughout the sales process? If the messages are inconsistent or contradictory, they are very likely to turn off buyers. Take yourself through the same process and same messages that your potential buyers are receiving to check message consistency.
Create value after the sale. Marketing doesn’t end at the time a sale is made. In fact, more emphasis should be placed on enhancing with existing clients. This can often create significantly more revenue at a much lower expense. Think about how you’ll grow your customer relationships and invest your marketing budget. This is an investment that you can’t afford to overlook.
Continually test. Testing is essential for the success of any marketing campaign. If you’re not testing your marketing campaigns, then you’re leaving money on the table. You really want to test everything from headlines and offers to landing pages and the timing of campaigns. This can only improve results and generate more sales.
Integrated marketing. Find multiple ways to generate business. To do so, test different forms of media such as print or online. There are endless sources of leads and customers and your job is to find as many as you can that can produce a positive return on investment. This reduces your risk and improve your options.
Have your own experiences. Nothing can replace your own personal experience. Know what works and what doesn’t by doing the work yourself. Once you have the knowledge, you can share it with your marketing team and rely on outsourcing to do the work for your. If you don’t have the real world marketing experience, you can’t get it from a book.
These marketing tips have been developed from more than a decade of experience. Consider applying basic techniques that can deliver results. Once you’ve established baseline results, test campaign variations and measure your success. Rinse and repeat. Keep these marketing tips in mind each time you initiate a new campaign.
Looking for helpful Marketing tips? Visit the Marketing tips blog for leading guidance and marketing resources that can enhance your marketing campaigns.
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