Are you clueless when it comes to marketing? Lost in the sea of click-through rates, impressions, search engine bid/ask arbitrage, social media, QR codes and more? You’re not alone.
Here are a few concrete ways to develop – and evaluate – effective online marketing campaigns that can jumpstart small company business revenue without breaking the bank.
CEOs are busy, so I recommend using a checklist to focus your effort, and ensure repeatability. At a minimum, you should be able to answer the following questions before embarking on any marketing campaign:
1. What do I want this campaign to accomplish? This is the most fundamental of all questions. Without a clear answer, you can’t assess success or determine what to repurpose in future campaigns.
2. Who is my target? Who are you talking to? How do you describe your customer? You should know this stone cold.
3. What media channels are most appropriate? What are the best ways to utilize them? Media channels differ in their effectiveness and their appeal. An experienced digital marketer can help you determine which ones make the most sense for you.
4. What is my message? What message(s) will resonate with your prospects? How does your product or offering stand out from others in your category? Have you focused on the benefits, both rational and emotional, rather than the features? Clarity in this area is critical – it must be brief, crystal clear and memorable.
5. What’s my creative approach? How does your creative execution tie together your brand, the customer, the channel and the message? What is the call to action? Leave this piece to the experts – with rare exceptions you should seek outside assistance to concept, design and develop your creative assets.
Once you’ve settled on your goals, message, creative approach, etc., its time to think in more detail about your campaign strategy and what will best meet your needs.
For immediate results, online tactics are effective in developing leads, generating online sales and developing a connection (via engagement interactivity or offers to sign up, download or join an online community to learn more).
Question Photo via Shutterstock
About The Guest Author: In his role as president and co-founder of Wasabi Rabbit, John Mustin envisioned the concept of the digital platform as the delivery vehicle for comprehensive online marketing experiences. He has been instrumental in building Wasabi Rabbit’s stellar portfolio and fueling its reputation for innovation. A Captain in the US Navy reserve, John is a veteran of Operations Enduring Freedom and Iraqi Freedom.