Your business may offer the best product or service that’s uncompromising on quality and competitive in price, but without marketing no one will know about it. That’s why having a successful marketing campaign that targets potential customers is so important. But writing and developing one can be a challenging task to the average business owner. Where do you start? What do you include? Here are the 5 essential keys to a successful and reusable marketing campaign. Once you have these basics down, you can use them over and over again.
The 5 essential keys are:
- Define your Unique Selling Proposition (USP)
- Put an effective sales offer to work
- Avoid the marketing pitfalls
- Use marketing best-practices to attract more clients
- Get results!
1. Define your Unique Selling Proposition (USP)
Your USP is what you are “promising” your customers/clients. This is what’s going to set you apart from your competition.
Take the time to ask yourself some questions. What would it take to get my customer’s attention? What needs do they have? What are the promises I want fulfilled?
Once you know the answers to these questions you can start putting a plan together to meet these needs. Then take a look at what USP your competitors are using to help you develop your own USP.
2. Put an effective sales offer to work
To develop an effective sales offer, you will need to:
• Write a headline that gets immediate attention
• Share the benefits of your products/services (from the customers’ perspective)
• Identify the specific needs met by your products/services
• Make it easy to do business with you (e.g., through offer guarantees, an easy sales process etc.)
• Share your specific USP
• Walk your customers/clients through how they should respond and act
• Motivate with a call to action
Essentially you need to identify what makes your product/service special and compels customers to buy, and provide them with all the information they need to make an informed and confident decision. If they don’t feel like they NEED your product, they won’t buy it.
3. Avoid the marketing pitfallsThere are 5 major marketing pitfalls many businesses fall into and you should avoid:
- Go out to the market without testing your product or service
- Offer an incomplete case, or reasons to buy your product or service
- Fail to address the needs of your prospective customers/clients
- Fail to diversify your marketing options – are you reaching your potential customers through all the possible channels?
- Fail to get market feedback on your offers which allows you to refine and improve your marketing
4. Use marketing best-practices to attract more clients
• Keep a marketing journal and scribble down any innovative ways that other companies are marketing. Read every quality ad you can find and keep a file for future ideas to consider.
• Order from your own company under a different name and analyse the process of ordering, shipping, online store, customer service and the product itself. This will show you if there are any areas for improvement in the customer experience.
• Watch how consumers behave in different situations and how they consider their purchases
• Work with your sales and customer service staff to understand the dynamics of the front line and issues surrounding it.
• Continuously acknowledge your staff, vendors and customers. Everyone works and shops better when they feel appreciated.
• Always listen to feedback from employees and customers.
• Continuously test markets, ads, and marketing techniques. This is the only way to stay successful, know what’s working and what’s not.
• Give valuable information that no one else is offering. This might include expertise in blogs, e-books, brochures, magazines and videos, or it might be a creative way of packaging and selling your product.
• A great marketing plan can only get better. Continue to fine tune and refine your marketing plan based on testing results and feedback.
• Ensure your marketing and advertising fits your company image and is consistent with the quality of your product or service.
• Review your marketing activities and stop those that aren’t working.
• Create all of your ads, campaigns and sales materials with attention to compelling and factual information.
• Investigate innovative ways to market your products/services.
With these techniques you can put your name out to the world and become one of the top brands in your industry.
5. Get results!
Getting results is all about satisfying your customers. If your customers aren’t satisfied, you’ve wasted all your marketing resources and all chance of positive word-of-mouth advertising. You can satisfy your customers by:
• Providing quality products/services
• Providing high quality customer service
• Providing a low-pressure, highly informative sales experience
• Reducing risk with a great guarantee
• To generate more business there are a couple of simple techniques that work every time:
o Build your database by offering a prize
o Do regular mailings with sales, discounts, or other incentives
o Find other creative ways to keep your current customers coming back for more. For example, purchase small gifts on Bartercard and use them as a value add on for your products or services.
“As long as the reward is directly related to your product or service, you can’t lose. Why not get started today? It’s so simple, it’s so seldom done, and it’s so profitable. And that’s the bottom line.” Jay Abraham
Author: Peter Ryan - Mr Results
Nicknamed Mr Results by his clients, Peter is a Bartercard member and has been a leading voice in marketing and sales for more than 40 years. Peter's experience is vast having worked with world-class organisations. He specialises in online marketing and reputation management either one on one or through his popular e-learning method.
Peter has worked extensively in radio, TV, newspapers, magazines and directories. He has knowledge in the online media space and is a highly sought after expert when it comes to getting results through advertising and social media.
A certified master practitioner of NLP, Peter specialises in helping companies and individuals build instant rapport while improving communications with their customers, staff and suppliers.
Peter has a passion for helping small business owners, entrepreneurs, start-ups and sales teams reach their maximum potential, get more leads to increase their revenue, and spend more time with the people that matter most. He is the author of the highly acclaimed book titled "Small Business Marketing Secrets Revealed" and a sought after trainer and speaker.
Peter's approach to working with businesses is straight forward and direct. He understands that small business owners need one thing... RESULTS!