5 Components To A Successful Marketing Campaign
As small business owners we often think about our marketing. How can we attract more clients? How can we change our current materials and/or tactics to get better results? Why are people not responding to our message? Lack of results with our marketing campaigns can be very frustrating.
Let’s talk about the 5 essential components that make up successful and reusable marketing campaign launch. Once we understand and implement these basics, we can use them over and over again.
The 5 Essential Components To Launching A Successful Marketing Campaign are:
Your Unique Selling Proposition (USP) and Key Differentiator(s)
A powerful and effective sales offer
Avoid common marketing traps
Maintain a current, world-class, marketing perspective
Produce Results For Your Clients
We’ll go briefly through each of the five components, so we can see exactly how to use them and how they all affect the overall outcome of our marketing campaign.
1. Your Unique Selling Proposition (USP)
Our USP is the factor or consideration presented by us as the reason that our product or service is different from and better than that of our competition. Before we can begin to sell our product or service to anyone else, we have to sell ourselves on it. This is especially important when our product or service is similar to what our competition offers. Very few businesses are one-of-a-kind.
Take the time to ask yourself some questions from the prospective of your customers/clients: What would it take to get your attention? What needs do you have that need to be met? What are the promises you want fulfilled?
Once you know the answers to these questions you can start putting together a plan to meet these needs. Then take a look at what USP your competitors are using to help you develop your own USP. Your USP is what you are “promising” your customers/clients. This is what’s going to set us apart from our competition.
2. A Powerful And Effective Sales Offer
To develop a powerful and effective sales plan, we need to:
Choose a headline that gets immediate attention.
Share benefits of your products/services speaking from the customers’ perspective.
Identify the specific needs met by your products/services.
Make it easy to do business with you by offering guarantees.
Motivate with a call to action that is a natural next step for your prospective customer to take.
Ultimately it comes down to communicating what makes your products/services unique and compel customers to buy. If they don’t feel like they NEED your product, they won’t buy. We need to answer a question, solve a problem or feed an obsession.
We need to provide them with all the information they need to make an informed and confident decision. Buyer’s remorse is one of the worst things that can happen.
3. Avoid Common Marketing Traps
There are 5 major marketing pitfalls many businesses fall into and we need to avoid:
Ignore market testing and push on with an inaccurate plan. Yes, testing takes time and resources. But if we don’t understand our customers, how they think, what language they use and where they hang out, our marketing efforts will simply not generate leads and conversions.
Offer an incomplete case, or reasons, throughout your marketing plan. If what we are presenting to our customers doesn’t make sense, sounds too good to be true, or doesn’t address their true concerns our marketing will fail.
Fail to notice the needs of their prospective customers/clients. Often times our product or service is not necessarily the first solution our clients jump to with a problem they have. It’s our job to position our service/product as a solution to their needs.
Fail to diversify your marketing options. This is especially important if we have not put a lot of effort in our market research and testing. Our marketing has to reach your audience.
Fail to get market feedback on our marketing. We have to get real time feedback on your marketing efforts. It doesn’t mean to change everything because of one or two feedbacks, but we have to be aware of what people are thinking.
4. Maintain A Current, World-Class, Marketing Perspective
World-Class marketing perspective is important, especially if you want to attract customers/clients from all over the world. You can do this a number of different techniques and activities:
Keep a marketing journal and jot down innovative marketing messages or strategies you see.
Keep encouraging your marketing department, or yourself, to try new things and dump the ones that aren’t working.
Write down three ways every business you interact with could improve and innovate.
Order from your own company under a different name and analyze the process of ordering, shipping, online store, customer service and the product itself. This will show you where the areas for improvement in the customer experience.
Keep a file of quality ads you see for future ideas to consider.
Continuously acknowledge your staff, vendors and customers. Everyone works and shops better when they feel appreciated.
Offer more information in your marketing than anyone else. The more information you offer, the more products/services you’ll sell.
Be classy in your marketing. Make sure your marketing and advertising fits your company image, products/service and quality.
As business owner you need to stay current with trends in marketing and advertising. These simple techniques will make it easy to stay ahead of the curve and will give you a competitive advantage over your competitors.
5. Produce Results For Your Clients
Of course the most important factor of a successful marketing campaign is that your product or service satisfies your customers. If your customers aren’t satisfied, you’ve wasted all your marketing resources and all chance of positive word-of-mouth advertising. Besides having an outstanding product/service you provide, you can satisfy your customers by:
Providing high quality customer service
Providing a low-pressure, highly informative sales experience
Taking all the risk away with a great guarantee
Creating a successful marketing campaign is not difficult, but it takes discipline and a resolve to not miss critical steps.
To get more information about how to create powerful marketing, download our free ebook, “The 3 Biggest Mistakes Entrepreneurs Make When Starting A Business… And How To Avoid Them!”
To your success! Make it happen!
Simon Zryd, Business and Productivity Coach