Proven Marketing Tips For Any Small Business
Filed under Internet Marketing
With more than two decades 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, Internet advertising, direct mail, etc., basic marketing principle stand the test of time.
Even though marketing has changed a great deal over the last decade, the basic principles remain largely the same. Despite the consistent nature of basic marketing principles, many marketers, web site owners, and small businesses do not apply the best marketing techniques for generating profitable campaigns. This is generally due to a belief that newer is better. However, this is not true. In fact, a focus on what works is always the best. Here are some marketing tips that I’ve discovered work over and again.
Segment your market. One of the most powerful marketing concepts is market segmentation. With proper segmentation comes a thorough understanding of your target market. This includes what’s important to them and what motivates them. Once you have this information, you can target campaigns with the right message and the right timing needed to deliver results.
Focus on the offer. A marketing offer is the driving force of marketing promotions that drive results. In fact, market testing has proven that the offer is the most significant element for conversion. Focus on your offer if you want to succeed.
Split test. Never run marketing campaign without testing something. One of the most common is a split test which allows you to simultaneously test two versions of something. It can be a web page, post card, or email. Split testing is essential for improving performance of all marketing campaigns.
Build a marketing 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.
Avoid 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.
Generate value even after the purchase. As marketers, its our job to understand our market segment and build long term relationships, not dump people off at the front door of our store and walk away. Focus as much of your energy on building relationships with customers as you do prospects.
Test all of your marketing. No marketing should ever be done without a firm understanding of you’re testing all aspects of your campaign. Testing is essential for marketing success. As you improve your campaigns your results continue to grow.
Use integrated marketing. You cant rely on one form of marketing to carry you to success. Its okay to generate many of your leads or sales through PPC marketing for example but what happens when your leads start to decline? Use multiple media sources to meet your goals.
Get some experience. 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 team and rely on outsourcing to do the work for your. If you don’t have the real world marketing experience, you won’t be able to get it from a book.
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 on those results. Success comes with sustained and persistent efforts.
