Shalom Lamm, the New York Real Estate Mogul believes whole heartily in marketing. In fact, the best business advice he ever received was from a trusted advisor who told him not to buy into the myth that if you build a better mousetrap people will beat a path to your door.
Lamm was told that no matter how good your product is, that if you don’t market the heck of it, you’ll be lucky to make a couple of dollars let alone millions. But how do you build a successful marketing campaign?
#1. Set Your Goals
Famed homespun baseball player Yogi Berra said it best: “You’ve got to be very careful if you don’t know where you are going because you might not get there.”
Narrow down your goals. Are you trying to reach new customers, increase your brand loyalty, boost your average sale or introduce a new product to the market? And don’t try to do all of those at once. Be very specific as to your intent.
#2. Set a Realistic Budget
Sure you want to get to your goals quickly but do you have the budget for it? If money is tight you want to market as wide as possible yet still retain a decent profit margin. Go slow and build up rather than going hog wild from the beginning.
#3. Know Your Target Audience
This is extremely important in marketing. Don’t go by what your Ouiji board tells you. You need to know who your customer is. Their age, their income, where they live, what they do, etc. The more you know, the better off you are.
#4. Select Your Media
Do you want to market on Facebook, Instagram, Tik Tok, or perhaps send out mailer postcards?
Each media you select will have pros and cons and unless you understand the media involved your campaign is not likely to be successful.
The best suggestion professionals like Shalom Lamm can offer is to hire a pro to help your marketing. This will be money well spent as you can spend a thousand dollars or more on a campaign and not get one single sale. Know your media.
#5. Narrow Your Message Down
Copywriting is an art and science that most people haven’t mastered, but the most important lesson is to make your copy short but memorable, Again, hiring a good copywriter is money well spent.
#6. Test Your Message
Marketers have proven time and time again that a single word or two can make a 100 percent or more impact on your conversion rate.
How will you know what works best? Create one to three versions of your copy and split test. It’s really the only way to know what works and what doesn’t>
Analytics are extremely important in marketing. There are lots of tools out there if you want to do it yourself or get a pro to do it. But always check what the statistics say.
If you are really stuck in deciding a path, analyze what your competition is doing. Chances are they got where they are through costly trial and error which you can avoid by analyzing what they do.