Anyone interested in succeeding with a basic marketing plan needs to consider how the elements of their plan are designed to most effectively target the appropriate audience in order to generate a specific result. This includes both your message and your choice of media. To cut through the noise, the messages you use need to be one-of-a-kind. The effectiveness of any campaign is also correlated to the quality of your list and the effectiveness of your offer in the context of that list. You need to understand how they are likely to think about your product and what will motivates them to buy.
Components of a solid plan
Statistically, marketing results are relatively consistent when sound marketing techniques are applied. The following techniques can be effective in virtually any industry and with any type of campaign you have. Consider developing your marketing campaigns using these strategies:
Set targeted goals. Before you get started define the specific goals you wish to achieve. Many marketers focus on generating some type of conversion but you need to define what conversion means to you. Some individuals are just looking for a sale while others are seeking a lead or download. Before you begin your marketing campaign, identify what action you want respondents to take and how you are going to measure it.
Segment your market carefully. Do not try to market to everyone. If you do, you will reach no one. Choose a specific segment and focus your energies there. Considering the specific audience you are looking to attract and focusing on them will increase your chances of success tremendously.
Select a few key messages points. You need to talk to your prospects in the language that resonates with them if you are going to grab their attention and gain their trust. What are those messages? There may be some core message points you use when describing your product or service. If so, use them initially to establish a baseline and try to improve in later campaigns as you gather more intelligence.
The only way to ensure a successful marketing campaign is by testing various offers. The offer is a key component for driving results and can always be improved. Your best bet is to test multiple offers by splitting your list, your web visitors, or viewable audience. Once you find and offer that works, try to beat its results during the next campaign.
Use integrated marketing. To get the most from your marketing campaign, do not rely on a single email, advertisement, or post card. Think about and select the media that your segment uses to get information on a regular basis and attack them from each angle. Be ubiquitous and measure their response. This method can help you determine the best way to reach them. Then you can focus your efforts on the message and media you know work.
Using these marketing techniques is essential for producing a consistently positive return on your marketing investment. In addition, be aware of campaign timing. Even if all of the above criteria are met, your campaign may still fall short if you don’t expose your audience segment to the right message at the right time. It all comes down to timing.
Work through each of these steps before creating your next marketing campaign. 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.
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February 2nd, 2010 at 3:56 pm
Chip,
Good points on a marketing plan. As you said, it all starts with a plan. A lot of marketers are more consumed with just getting leads and selling people on their business opportunity. Having strategies in place will make this approach much easier.
Thanks for sharing your insight!
Committed to your success,
Dave and Dawn
Dave and Dawn´s last blog ..Knowledge – The “NEW” Money
February 2nd, 2010 at 6:05 pm
Hey Chip,
Awesome strategies here. Setting the plan is definitely the first step in successful marketing! I’ve found that a major problem with marketers is that they haven’t geared their marketing towards a specific niche, just as you’ve mentioned. It seems like we’re taught to “get ‘em all” when in reality, it is most successful to “niche it down” and really gear your marketing message TO your niche.
Keep it up Chip, I look forward to more!
-Chris Hughes
Chris Hughes´s last undefined ..If you register your site for free at
February 2nd, 2010 at 9:17 pm
Great post Chip!
What really resonates with me about this article is the concept of target marketing. When you choose a select market group, understand their needs and preferences, and put what they want in front of them in a manner that they will appreciate, success will follow.
This is one reason why Internet marketing is such a strong platform. It really enables us to direct our content to specific groups of highly targeted customers and to deliver in a very effective manner.
Kathy Jodrey´s last blog ..Blog Syndication Made Quick & Simple with OnlyWire
February 3rd, 2010 at 12:21 am
Great post Chip. Without a plan or roadmap, you ain’t going nowhere!
I also love you point about talking to your prospects in a way that resonates with them. It’s so important to speak the language of your prospect.
Thanks for all the good tips!
Debbie Wood
February 3rd, 2010 at 4:41 am
Very good points you make here Chip. Setting up a plan is crucial to the success of any personal or business goal. Understanding your market and knowing how to approach them can make all the difference in what results we see. Thanks for this value laden information.
February 4th, 2010 at 8:48 pm
Hi Chip!
I’m glad you pointed out the fact that we need to speak our prospects’ lingo. Otherwise, if we don’t we may lose them indefinitely as a friend and potentially life long partner. Communication is so key in conveying your message. Speak too intelligently and beyond the level of your prospect, that for one, is a turn off. So, we need to remember to speak in their tongue if you will.
I also appreciate your message about leveraging different marketing methods. How can one think they will reach to hundreds, let alone dozens, if they just rely one a sole method?…I don’t understand. And that’s why it is ideal to utilize as many marketing mediums as possible to reach out to our niche.
Keep the valued content rollin’ Chip! I’m coming back for more!
Smiles from Guam,
Jaclyn Castro
http://jaclyncastro.com
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Jaclyn Castro´s last blog ..“Leave Your Presence With a Gravatar”