5 Secrets to An Effective Marketing Campaign

5 Secrets to An Effective Marketing Campaign

When I'm doing coaching for business, marketing is always on the forefront of my mind. Why? Well as you've probably heard me say many times "Marketing is the gas in your business engine." Without it, the business doesn't go very far. Or it begins to feel like quite a struggle to attract and maintain clients.But often, business owners don't know where to begin in crafting their marketing to attract clients and increase revenue. So in this article I'll reveal what I think are the 5 most important ingredients for implementing an effective marketing campaign for your business.Be sure it's not upside downIn a previous article on how to sell services, I talked about "upside down marketing." That's where the business owner focuses primarily on what they'll do to get the message out (flyers, post-cards, email, social media, etc). That's actually the last step in your marketing campaign. The first step is getting really clear on the market and then the message you have for them.It's not about youRemember the message in your marketing is not about you, your skills, your offerings, your accolades, your accreditations etc. Sorry to tell you this but your prospects don't really care about that stuff as much as you may think they do. Know what they care about? They care about whether you have the solution to the frustrations and challenges they are experiencing in your area of expertise.Often, business owners spend a lot of real-estate on their marketing materials talking about themselves. Let's have you switch that around. Instead, talk about the problems you solve and the results they would experience if they had what you offer.Speak their languageIn planning your marketing campaign, be sure to sit down and really think about the language your clients use when they describe their problems and when they describe the benefits of what you do for them. That language is gold in your marketing. And it's also very powerful because those words would resonate with your audience much more than anything you could ever conjure up. So pay very close attention to that language. It is how your marketing becomes magnetic.The rule of repetitionWhen you choose a marketing method, be sure that you're able to repeat it a few times. A post-card campaign sent once would probably not yield much. Be ready to send to the same list multiple times. Same for email, social media, or any other form of marketing you choose.I'd rather see a business owner send 7 postcards out to 20 people than send just one postcard out to 140 people. My vote would be for repetition rather than mailing to a larger list.The call to actionNo matter what your marketing campaign is, be sure to always have a "call to action" clearly stated. That's where you tell the reader/listener exactly what you want them to do after they read/listen to what you've shared with them. Intentionally invite them to take the next step - call you, go to your website, come into your place of business etc. Don't just share information then leave them hanging. People need/want to be told what to do next and it's our jobs as marketers to be really clear about that.

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