Let Your Objective Guide You …
Recently I was talking with an extremely bright conventional marketer on the value of incorporating Internet marketing into a website’s marketing mix. Personally, I have seen significant website sales or lead boosts when conventional marketing methods like direct-mail advertising, radio, publicity or television are carried out in conjunction with tested internet marketing techniques.
Although my marketing buddy did not disagree with the concept, he re-focused the discussion on the importance of establishing a marketing message and goal even BEFORE considering ANY marketing techniques.
What an exceptional point! What about you …
– Have you created a clear and succinct marketing message?
– Have you defined your customer benefits?
– Have you developed a measurable objective?
If not– “pause” your campaigns and listen…
Your Marketing Objective Defines Your Strategies:
Entrepreneur and marketers have a tendency to believe in broad terms about their marketing goal by focusing on ones such as “generating traffic” or “creating a website.” Instead, the efficiency of their online marketing techniques must be driven by particular marketing goals established from the end result required of the business to be economically sustainable. “Creating traffic” is not directly connected to a financial goal like “producing a cost per sale of $75.” The common misconception of “traffic equates to sales” has lost significant quantities of dollars on marketing that provides bad quality traffic. Regrettably, because of an absence of a goal, some companies develop negative attitudes towards Internet marketing by incorrectly associating bad results to their performance versus bad results to their absence of a goal.
Recently a brand-new client described his scary story of spending a considerable part of his spending plan on contracting with a paid search company. The resulting paid search project was a major failure in regards to satisfying his management’s net earnings objective. Really, the outcome of the outsourcing triggered this customer an enormous unfavorable net earnings.
After asking further concerns to understand why the circumstance took place, I found that the blame could not be credited to the company’s failure to carry out but rather to the customer’s failure to clearly specify their marketing objective.
The client contracted with the company to “create traffic” which they did. The customer wanted to “produce sales that achieved a positive net revenue.” If the customer would have specified this unbiased immediately, they would have sought a different service provider– one that concentrates on “efficiency”. You see, an objective of “creating a favorable net earnings” involves a more tactical performance-centered setup and management of a paid search project which this particular company was not capable of delivering through their service model. The service supplier provided enormous volumes of paid search “traffic” which stopped working to produce sales.
After hearing the extreme money lost and the horrific story of the experience, we plainly specified the client’s objective and quickly generated favorable net earnings the next month by focusing on building landing pages that converted the paid search traffic.
Your Marketing Objective is the Balance between Success and Failure:
By defining a clear and measurable objective, you can choose whether an internet marketing strategy must be increased or reduced. From this viewpoint, a simple “yes/no” choice is made as to the success of a particular technique: “Yes” means that it accomplished the marketing goal and made the most of; or “No” it fell short of attaining the marketing goal and must be dropped or adjusted and evaluated again.
Without a quantifiable goal, the success or failure of an internet marketing technique cannot just be assumed utilizing standard subjective methods. You require genuine data compared against an objective to build a first-rate “virtual” organisation.
Produce a Clear and Concise Marketing Message:
Your marketing message is necessary for producing efficiency from your Internet marketing method. Rather on your site, landing page, or paid search ad, the message draws in visitor attention, certifies the type of visitor and encourages the visitor to finish your specified objective.
An excellent book written by Doug Hall entitled, “Jump Start Your Business Brain” lays out 3 necessary elements for an efficient marketing message:
1. Overt Benefit: answers the customer-centric question of “what’s in it for me?”
2. Reason to Believe: what persuasive information reveals that you will do as you promise?
3. Significant Difference: what is your uniqueness to the consumer?
The primary knowledge acquired from these 3 elements is that you need to focus on your visitor and address their purchasing questions. By satisfying your visitor’s requirements in a manner that convinces them to purchase, they will likely satisfy your requirements.
Are You Satisfying Your Visitor’s Needs?
A simple method to assess whether your marketing message is even efficient in pleasing your visitor’s requirements is to count the variety of times your website copy states “you or yours” versus “we and us”. Primitive, this exercise will instantly 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 incorrect message.
Instead of investing more time on establishing a traffic generation strategy, re-focus your time on developing an effective marketing message with a measurable goal. Eventually your traffic generation technique will achieve greater returns and more powerful results when you attract the most appropriate visitors through an effective marketing message and gain “data-driven” insight from a quantifiable objective.
Some companies establish negative attitudes towards Internet marketing by wrongly associating bad results for their performance versus poor results from their lack of a goal. The resulting paid search campaign was a significant failure in terms of pleasing his management’s net revenue objective. If the customer would have specified this objective immediately, they would have looked for a service company that focuses on “efficiency”.