Create A Marketing Plan That Works
November 21, 2009 by Michael Fleischner
Filed under Internet marketing
In order to succeed with a basic marketing plan you need to focus on some core elements of a plan that targets the right audience and produces a specific result including lead generation or sales. For your marketing to produce results you should consider using multiple media formats.
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 years of trial and error, I have found that marketing results are relatively consistent when you apply the same techniques. These techniques apply to any industry and any type of campaign you may be running. Consider building your marketing campaign based on the following strategies:
Set specific marketing goals. Before you start, think about what you want your marketing campaign to accomplish. Most marketers focus on conversion but you need to define what that means for you and your campaign. Some marketers are looking for a sale while others are looking for a download. Before you get started, consider what action you want your respondents or visitors to take and how you are going to measure the result.
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.
Determine which offers you are going to test. 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 an integrated marketing approach. Dont 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.
I’ve discovered that using these marketing techniques are essential for producing a 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 havent exposed your audience segment to the right message at the right time. It all comes down to timing.
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.
Michael Fleischner is an Internet marketing expert, author, and website owner who helps small and medium sized businesses improve their marketing effectiveness. Discover helpful marketing strategies at The Marketing Blog.
categories: marketing,marketing plan,internet marketing,online marketing,planning,campaigns
Tags: campaigns, Internet marketing, Internet marketing, Marketing, Marketing Plan, online marketing, planning
