Ask any advertiser what they want most out of their campaign and the answer is always the same….”more leads, traffic and sales volume.”
Before your campaign can deliver what you want, you’ll need to create a program built on a foundation of successful principles. Here are 10 secrets used by superstar marketers that will help build a solid foundation for you.
Secret #1: They make marketing their highest priority. Superstars know that consistent marketing is the key to success. Regardless of economic conditions or how well they are doing, they never turn the marketing faucet off.
Secret #2: They seize the number one position. The Law of Leadership states it is better to be first than it is to be better. Everyone knows Charles Lindbergh was the first person to fly solo across the Atlantic Ocean. But do you know who was second? In marketing, second place is not much better than last place.
Secret #3: And if they can’t be first? They create a new category in which they can be. Do you know who was the third person to fly solo across the Atlantic Ocean? If you didn’t know who was second, you probably assume you’ve never heard of number three. But you have. It was Amelia Earhart. You remember her because she was the first woman to fly solo across the Atlantic. Superstar Marketers know if they can’t be first in a category, create a new one.
Secret #4: They position themselves as the leader. When potential customers see you as a leader, they’ll be drawn to you. Leaders take the high ground. They refuse to talk down about competitors since it ends up negatively impacting their image. We might root for the underdog, but the winner gets the sale.
Secret #5: They create their own unique identity and message. Imitation might be the greatest form of flattery, but it will fail to drive the traffic and selling opportunities you want. Look at what your competition is doing, and do something else. Different media, different message, different image. Be careful – you can be too different. Distinguish your company in a manner that’s true to your core beliefs and it will ring true (as well as ringing the cash register).
Secret #6: They relentlessly promote their uniqueness. At no time do they every say “we’re good…time to stop the marketing and promotion machine.” A small but properly targeted media program delivered consistently will yield results.
Secret #7: They establish and maintain a presence across multiple digital marketing channels. PPC, mobile search and display, retargeting, video, social, email, chat and text. Regardless of what you sell, consumers will spend hours researching, reading reviews, and checking out options online. If you’re not there, you’ve already lost the sale.
Secret #8: Superstars deliver their message across a multi-media campaign. The media landscape is fragmented. No media outlet can claim mass audience delivery. You’ll need to put your message across multiple channels to reach consumers with enough repetition so they’ll remember who you are and what you offer.
Secret #9: They make themselves highly accessible. Phone, email, text, chat, after-hours call center. Consumers buy when they’re ready. Not necessarily when you’re open.
Secret #10: They provide exceptional client service. Every time. They answer their phone and return calls quickly. They work day and night to deliver what they promised. They always go the extra mile. Whatever it takes, they get the job done.
Simple? Yes. Easy? No. Worth it? Your future depends on it.
Ronald A. Heider is the founder and President of HMA – Heider Marketing & Advertising; a Coastal Virginia based marketing management agency servicing the automotive and auto-aftermarket industries.
HMA crafts, implements and manages turn-key marketing programs for automotive advertisers that simultaneously builds the brand while driving traffic, leads and selling opportunities.
Heider can be reached at (757) 447-4987, on-line at www.hmaads.com or by e-mail at rheider@hmaads.com.
