Over more than a decade of marketing experience, I've seen my fair share of successful marketing campaigns. I've also seen other campaigns that from the start were deemed as great ideas only to result in total failure. The question I've been asking myself lately is what sets the most successful campaigns apart from those that don't work. The answer isn't always simple but the good news is that success leaves plenty of clues.
Marketing continues to evolve each and every day. No matter how complicated marketing seems to become, basic marketing principles still apply. It's pretty common for those considering new marketing initiatives to forget about some of the tried and true methods in exchange for anything that's new and promising. A good example is the concept of social media. So many people are jumping on the bandwagon, sometimes at the expense of proven marketing methods.
Segmentation. One of the most powerful marketing strategies is market segmentation. With proper segmentation comes a complete understanding of your target market. This includes what's important to them and what motivates them. Once you have this information, you can truly target campaigns with the right message and the right timing needed to deliver results.
It's all about the offer. The success of any marketing campaign is directly related to the appeal of the offer. Many people feel that a good marketing piece is measured 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.
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 overall results of any marketing campaign. This is very important when considering running a marketing campaign for a long period of time. Split test for long-term success.
Build a team. No matter how talented you are, building a marketing team is a great way to improve results. As you develop ideas, a marketing team can build on that idea, enhance it, and consider multiple options. Your team should be made up of a diverse group of people who can add to each others ideas.
Don't sell on price. I've seen so many marketers fail because they sell on price alone. This often leads to a discounting war, lower profitability, and often bankruptcy. Rather, focus on creating so much value that the price becomes insignificant to the value you are creating for the prospect.
Keep your messages consistent. Consider the entire user experience before you launch a campaign. From direct mail to website to promotional offer, ask yourself if the prospect having a consistent user experience. If they are, then your campaigns stands above 98% of others.
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 generate significantly more revenue at a much lower expense. Consider how you'll grow your customer relationships and invest your marketing budget. 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 mail, test headlines, offers, copy, time of direct mail drop, etc. Consider testing a life long requirement.
Integrated Marketing Works Best. You cant rely on one form of marketing to carry you to 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.
Rely on personal experience. You can run out and hire all of the best consultants in the world, but you still have to do the work. Nothing can replace actual experience. Having and using your own experience will make you a stronger marketer and more successful in the long run.
If you want to succeed with your next marketing campaign, consider these basic marketing tips before you brand out. Basic strategies well executed can create results. Stick with what has worked for you in the past and build on those results. Success comes with sustained and persistent efforts.
Marketing continues to evolve each and every day. No matter how complicated marketing seems to become, basic marketing principles still apply. It's pretty common for those considering new marketing initiatives to forget about some of the tried and true methods in exchange for anything that's new and promising. A good example is the concept of social media. So many people are jumping on the bandwagon, sometimes at the expense of proven marketing methods.
Segmentation. One of the most powerful marketing strategies is market segmentation. With proper segmentation comes a complete understanding of your target market. This includes what's important to them and what motivates them. Once you have this information, you can truly target campaigns with the right message and the right timing needed to deliver results.
It's all about the offer. The success of any marketing campaign is directly related to the appeal of the offer. Many people feel that a good marketing piece is measured 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.
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 overall results of any marketing campaign. This is very important when considering running a marketing campaign for a long period of time. Split test for long-term success.
Build a team. No matter how talented you are, building a marketing team is a great way to improve results. As you develop ideas, a marketing team can build on that idea, enhance it, and consider multiple options. Your team should be made up of a diverse group of people who can add to each others ideas.
Don't sell on price. I've seen so many marketers fail because they sell on price alone. This often leads to a discounting war, lower profitability, and often bankruptcy. Rather, focus on creating so much value that the price becomes insignificant to the value you are creating for the prospect.
Keep your messages consistent. Consider the entire user experience before you launch a campaign. From direct mail to website to promotional offer, ask yourself if the prospect having a consistent user experience. If they are, then your campaigns stands above 98% of others.
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 generate significantly more revenue at a much lower expense. Consider how you'll grow your customer relationships and invest your marketing budget. 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 mail, test headlines, offers, copy, time of direct mail drop, etc. Consider testing a life long requirement.
Integrated Marketing Works Best. You cant rely on one form of marketing to carry you to 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.
Rely on personal experience. You can run out and hire all of the best consultants in the world, but you still have to do the work. Nothing can replace actual experience. Having and using your own experience will make you a stronger marketer and more successful in the long run.
If you want to succeed with your next marketing campaign, consider these basic marketing tips before you brand out. Basic strategies well executed can create results. Stick with what has worked for you in the past and build on those results. Success comes with sustained and persistent efforts.
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