RULE #1
Quantify success for every campaign.
It sounds obvious, but the right media placement is often abandoned prematurely – or kept running too long – because the response goal was not quantified prior to launch. For every dollar spent, you should determine how many responses it will take to generate the level of sales needed to reach your projected ROI. This is a relative measurement that is unique to every business.
- Attach every dollar spent to a projected ROI
- Evaluate each media buy for its response generating effectiveness within the shortest time frame possible
- Make adjustments quickly based on initial results
RULE #2
Bulletproof your SEO.
Following controversial Search Engine Optimization practices can leave you with low- or no-page ranks with search engines. While many companies proclaim “Top Rankings in All Search Engines,” following their techniques can get your URL banned from search results. Here are five mistakes you don't want to make in SEO marketing:
- Duplicate Pages
- Invisible Text
- Keywords in Comment, Hidden, or Style Tags
- Link Farms and Link Exchange programs
- Tiny Text
- Cloaking
The rules of SEO are constantly changing. Stay informed to protect your URL.
RULE #3
Test before you leap into broadcast media.
When beginning a new campaign, test the waters before scheduling the entire media budget. Once your target is determined, run a short test in smaller markets or cost-efficient stations with applicable demographics. Never start by buying the highest rated station in the most expensive day part. Test your message in smaller markets or lower rated stations.
RULE #4
Get to know your site visitors through personas.
How do successful web sites deliver relevant, compelling content to their target audiences? Many create user personas modeled on target audience personalities and needs. A user persona is a fictional character that represents a real audience group, including details about their age, education, industry, role, motivators, needs and pain points. Some companies name their personas, and create life-sized cardboard cutouts to serve as constant reminders of their most important customers.
RULE #5
What you see is what you get.
Remember the old saying, “The eye is the window to the soul.” The eyes are also the window to your stomach, your desires, your fears, etc. We naturally filter what we see through what we believe and desire. It’s crucial that your design speaks the same language as your headlines. Consider these three tips:
- Visuals should support your message. Elaborate design and outrageous photography become distractions if they’re not relevant to your point.
- Know your audience and visually speak their language. Your goal is to make a connection and generate response. So deliver your message in a way your audience can relate to and understand.
- Prioritize. Response is more important than reaction. There are many ways to spark an emotional reaction. However, readability is critical, so allow room for your copy. You won’t reach your goal if your audience can’t find the call to action.
