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Effective Marketing Strategies

With regards to using powerful advertising techniques, who would you be able to trust? In doing your examination of what showcasing counseling organizations or top promoting firms say you ought to utilize, the run the range. Be that as it may, when distil them all down to their basic or hidden standards, what do you discover?

We should investigate what a portion of the top promoting firms say. PR Web says you have to fabricate mark mindfulness and construct a buzz for your organization. They likewise say you have to command the significant web indexes, for example, Google, Yahoo, and Bing – well DUH!

Conduit Tape Marketing says you have to assemble a PR battle to get your name out in the commercial center. They additionally propose you assemble a key banding together stage and that you need to win the neighborhood seek diversion – that is whether you are a nearby business.

Insight pool says you need to identify your prospects and influencers and engage with them through social media… well okay, but how is that such an effective strategy? How is what they do unique in the marketplace? And most importantly, how do you apply these strategies in your business.

Copernicus has ‘Seven Habits of Highly Effective Marketers’ of which some make good sense but other will leave many scratching their head to figure out exactly how do I apply this to my company?

At this point I think it’s important that we define ‘effective marketing strategies’ so that we have a foundation on which to base our evaluations. Let’s take a look at each term more closely and then synthesize what they mean when used together. (I am using for reference for the following definitions.)

Effective – producing the intended or expected result

Marketing – the act of buying or selling

Strategies – a plan, method, or series of maneuvers for obtaining a specific result

See if you agree with me in synthesizing these three words into one concise definition. “Effective marketing strategies” are a method or plan for buying or selling that produces a purchase or sale. Does this make sense?

There is a misconception in the field of marketing that continues to be perpetuated in that when people typically think of “marketing” they are mistakenly talking about advertising mediums and not the content or message contained within those mediums. For example, when a business is planning to run some marketing, what they typically mean is that they plan on running some ads. Most businesses will concentrate on the medium, i.e. newspapers, magazines, Internet (PPC), Yellow Pages, billboards, signage, radio, TV, etc. When they do this, they tend to forget that the message is far more important.

In marketing, language is everything. It matters in terms of the message that reaches your prospects and it matters in terms of what the word “marketing” actually means. At marketing firms, there has been a tendency for the sales staff to use the term “marketing consultant” to describe everyone at the firm, from the most experienced consultants at the firm to the gal or guy at the front desk who really just answers the phones. They’ll use the terms to describe what they do, no matter what they sell. Whether they’re selling television ads, brochures, web sites or anything else, they’ll call themselves “marketing consultants.” The problem with this is that these “consultants” really don’t do any consulting.

Where business owners are concerned, the term marketing is oftentimes used as if it was interchangeable with selecting a venue for marketing and, further, it’s as if that’s all that marketing consists of. In fact, marketing is all about the content and messages-language-and the first consideration should be the message, not the medium and not whether or not someone who calls themselves a marketing consultant sold you on an idea for marketing in a magazine, a newspaper, on television or wherever else.

Our customers at Strategic Marketing Consultants can typically get 3 to 10 times the response rate from their advertising through having us re-write their content so that it works. Additionally, not only does the response rate go up, but their conversion ratio increases dramatically – as much as 200% or more.

Here’s a Simple Exercise

What was the last advertisement that your company paid for? What was the format? Was it a television advertisement, a banner ad on a website, a brochure or something else?

How much money did you pay for the advertisement? You paid for the design time, of course, and the final product and, you paid for an ongoing run in certain time slots or at certain frequencies.

Now, here’s a question that’s possibly more important than all the others you just answered: How much did you pay for the development of the content? If you’re like a lot of businesses out there, you probably paid nothing for content. This is rather counterintuitive, since the medium is completely worthless if it doesn’t have the proper strategic message.

If you didn’t pay to have the content created, you probably had the content put together by whoever was available in the marketing department, the salesperson or the production department at the venue where you advertised and, of course, they probably looked over some of your existing (platitude-laden) marketing materials and created your ad based on that. They probably billed you for being a marketing consultant, to boot!

Think about this – the most important part of your advertisement – that is the content and the message – was assembled for FREE by people who typically have no earthly idea about how to create powerful, magnetic messaging in the first place.

Remember the axiom “You get what you pay for?” Do you see where I’m going with this? If you didn’t pay for anyone to create the content or message of your advertising, then you got what you paid for. You paid nothing; you got something that was, at best, worth nothing, and therefore worthless.