Effectively managing your marketing campaign brings new customers for your business, and leads to the best Return on Investment (ROI) for your marketing spend.
Strategic targeting initiatives
For maximum effectiveness, narrowly define your best prospects. You’re looking for individuals of a certain age, with a certain income, more likely to be a certain gender, living in a certain zip code, who have a certain specific interest or perform a certain type of work in a specific industry, who engage in certain activities, who consume a certain type of media at a certain time of day.
For example, imagine that an analysis of your existing customers shows that the people who spend the most money and file the fewest complaints are men of ages between 40 to 55, earning $45,000 to $85,000 a year, working as middle managers in the widget industry, living in an adjacent zip code to your business, who ride bicycles to work every day, subscribe to biker interest magazines, listen to talk radio, watch home repair TV shows and visit home repair websites, and browse the internet on their smartphones while they wait in line at the local juice bar. That’s the kind of information you can use to work up a detailed targeting initiative. Based on this information you can develop an ad campaign that will appeal to your best customers, inviting existing customers to return more often, and encouraging prospects to try you out. Then you can deploy the campaign in ways that are guaranteed to get your message in front of your best customers’ eyeballs. This type of strategy aims to improve your ROI for your marketing dollars.
Once you have selected your target, it is time to develop your campaign. Mardesco can work with you to refine your message and design your advertisements.
Your ads have been developed. Now place them where they will be noticed. Knowing who your best customers are will help you to determine whether you will reach them best with an advertisement during the Fox News show on television, or with a sponsorship announcement on National Public Radio. Mardesco can help you determine the expected cost of running an ad, and correlate that cost with the ad’s expected reach.
Getting your ads out there is not the end of the process. You must track conversions and optimize your campaigns for maximum efficiency and effectiveness. For large-scale, mass-media campaigns, this is a slow-moving boat; but if you are a typical small business on a limited budget running a Pay Per Click ad campaign, you may wish to adjust your bids, keywords, and ad text frequently to continually refine your message and make your best appeal to your best target customers.
Mardesco will work with you to take the headache out of implementing your marketing strategy. We can even adapt your campaign on an ongoing basis, to optimize your results. Mardesco proudly offers advertisement campaign management, ad placement services, and strategic marketing consultations, including marketing plan development. We are well-versed in both online marketing and analog advertising, from print ads to direct mail. Call us today and ask how we can help you get the visibility you need for your business.