Recently I was talking with a really intense traditional marketer on the value of incorporating Internet marketing into an enterprise’s marketing mix. Personally, I have experienced measurable and significant boosts in the online outcomes of a business when they include conventional marketing techniques like direct-mail advertising, radio, tv or publicity with their online marketing methods.
He did not disagree with the concept. He re-focused the discussion on the significance of an enterprise developing their marketing message and objectives even BEFORE considering their standard or Internet marketing methods.
What an exceptional point! What about you …
– Have you created a concise and clear marketing message?
– Have you specified your consumer advantages and incorporated them into your message?
– Have you established a measurable goal to determine your success by?
Your Marketing Objective Defines Your Results. Company owners and marketers tend to think in broad terms about their marketing objective by concentrating on ones such as “producing traffic” or “designing a website.” Rather, the efficiency of their online marketing methods should be driven by specific marketing goals developed from completion results required of business to be financially sustainable.
“Producing traffic” is not directly connected to a financial goal like “creating a cost per sale of $75.” The common misperception of “traffic equals sales” has actually lost significant amounts of business’ capital on poor quality website traffic. In addition, some organizations have actually established negative attitudes towards Internet marketing by incorrectly associating poor results to it instead of to a lack of a goal.
Just recently a new client explained his scary story of investing a considerable part of his spending plan on contracting with a paid search provider. The resulting paid search campaign was a major failure in terms of satisfying the client management’s net profit objective. Really, to be accurate, the campaign caused an enormous negative net profit.
After asking additional questions to comprehend why the scenario happened, I discovered that the blame might not be attributed to the service provider’s failure to follow through but instead to the client’s failure to define the proper marketing objective. The customer contracted with the service provider under an objective of “generating traffic” versus “producing a favorable net profit.” The objective of “generating a favorable net profit” includes a more tactical performance-centered setup and management of a paid search campaign which this specific company was not efficient in providing through their service model.
Unfortunately, directed by the client’s specified objective, the service provider delivered huge volumes of paid search “visitor traffic” which stopped working to please the client’s non-communicated however expected increase in favorable net revenue.
Your marketing objective is the balance between success and failure. By specifying a quantifiable objective, an internet marketing technique is controlled by the resulting boost or reduction of it. From this viewpoint, a simple “yes/no” decision is made regarding the success of a specific strategy: “Yes” means that it attained the marketing goal and ought to be maximized; or “No” it did not accomplish the marketing objective and must be dropped or the message adjusted and checked once again. Without a quantifiable goal, the success of an internet marketing method is figured out by subjective ways versus genuine information.
A clear and concise marketing message ensures achievement of your objective. The marketing message is necessary for creating performance from your Internet marketing method. Rather on your website, landing page, or paid search advertisement, the message brings in visitor attention, qualifies the kind of visitor and encourages the visitor to finish your specified marketing goal.
An exceptional book composed by Doug Hall titled, “Jump Start Your Business Brain” lays out three necessary parts every effective marketing message needs to consist of. They are:
1. Overt Benefit: responses from the customer-centric concern of “what’s in it for me?”
2. Reason to Believe: what convincing credibility shows that you will do as you promise?
3. Remarkable Difference: what is your uniqueness to the consumer?
The simple knowledge gained from these three basics is that you should concentrate on your visitor and address their buying questions. By satisfying your visitor’s requirements in a manner that encourages them to purchase, they will similarly be satisfied.
Are You Satisfying Your Visitor’s Needs?
An easy method to evaluate whether your marketing message is even capable of satisfying your visitor’s requirements is to count the number of times your site copy states “you or yours” versus “we and us”. Although primitive, this exercise will immediately tune you in to where your marketing message is directed. If you’re talking more about “we” than about “you” then you’re concentrating on the wrong message.
Instead of investing more time on developing a traffic generation method, re-focus your time on establishing a reliable marketing message with a measurable objective. Eventually your traffic generation strategy will achieve greater returns and more powerful outcomes when you draw in the most certified visitors through an effective marketing message and gain “data-driven” insight from a quantifiable objective.