Do these two things and your marketing efforts will be much (much) more effective:

  1. People ask me all the time, "What the best marketing strategy?

    While there are many good marketing techniques and strategies, the best are the ones that you will do, regularly, over time.

    There are so many ways to market your products and services. The reality is that if you can't or won't do it, it won't work. So, start with what you know you think you can do, consistently, over time. Then add other things for a balanced approach to your marketing.
     
  2. People also ask me "How do I know if the marketing strategies I choose will work for me?"
    The answer is that you don't know, nobody does, at least in the beginning. Once you do your research and make an educated guess you need to set some criteria for success (what will happen if it works and when)*. Then you run with it and monitor it. If it doesn't meet your criteria for success it's not working and you STOP. Do NOT keep pouring time and money into something that isn't working.

    *Do be realistic about your "criteria for success."  Going from $100/month to $20,000/month in two months is probably not realistic. On the other hand, a more realistic goal might be increasing your newsletter signups and sales 10% within six months.

I took a marketing workshop years ago and the VP of Marketing for Disneyland told us how they make decisions about their marketing: Their strategy is to put their heads together and make their best educated guess. They don't actually know what will work. They set criteria for success. In other words, they decide what has to happen to show that it's working. They set a reasonable time frame to give the marketing a chance to work (for example, number of tickets sold in three months). Then they run with it. If it doesn't meet their criteria for success, they STOP, even if they have poured tons of money into it. If it does work, they "milk the heck out of it."

Remember the original Electric Light Parade? It was a two-week filler for another parade that wasn't ready. People went wild for it and it ran for ten years. I recently saw a news article that they've updated it for a new parade. Love it.

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AuthorRobin Sagara
CategoriesWorking Smart