Are You Content With Your Marketing Campaign? Nine Steps to the Ultimate Selling Plan
Are you content with YOUR marketing campaign? Or... let me
guess. You don't even HAVE one yet? Shame, shame, freelancer
friend! Your marketing campaign is crucial to the future success
of your business. A campaign is a specific plan of action that
includes the following:
- creative elements
- content that's packaged in multiple forms
- chosen communication avenues
- regularly timed information releases
- your branding message
- email subscriber "captures"
- an "ultimate end" that serves as your cash cow
Your marketing campaign will be there to keep you aligned with
your mission. Without a campain, you will never be able to focus
your effort. The short-term goal? Hit the market hard and
steady. Go for capture and conversion that builds trust and
credibility with your customers. The final goal? Unleash the
"Ultimate Product" on your audience and make that sale.
Specific Instructions How to Execute the Ultimate Marketing
Campaign.
(Note: If I were turning this into a book, I would blow out each
and every element here and explain it to you in great detail so
that you would know step by step how to carry out each action
from start to finish.)
1. Prep Phase.
Create a themed website using orignal artwork and copy, with its
own unique domain that tells your reader the story in 3 words or
less. Capture the mood and language of your target customer.
Organize pages categorically and design for optimal navigation.
2. Content Creation.
Write strong, hard-hitting content that you will publish in your
email newsletter, e-books, network posts, blog entries and in
web articles you submit to directories. You will need a LOT of
content, including internal elements like your website, blog,
newsletter and email drip campaign, plus external elements you
plan to release on the web in the form of articles, network
posts and ads.
3. Press Preparation.
Write PR material for the promotion and hit the web hard with
periodic informative updates on the "big plan." Include the Who,
What, When, Where, How, Why; write in third person and make sure
your audience knows why this is newsworthy information.
4. Internal Customer Info.
Create HTML-formatted "customer information" that you will send
to every person who signs up for or shows interest in your
promotion. Anticipate questions your readers will ask, and craft
detailed answers that you can utilize later. Explain any
pertinent details, for example: "How to Sign Up for Our
Affiliate Program."
5. Call Them To Action.
Write an informative tag with a call to action. This tag should
tell who you are, why the customer should start paying attention
to you, and what they must do to receive more information. Pin
this tag on every single piece of content you release on the
web. Don't forget your URL that leads to a landing page where
you can capture their email address!
6. Brand it.
You MUST add your name, URL, signature slogan and matching logo
to every single piece of content you put into circulation. Do
you have a tagline? If not, start brainstorming a memorable
one-liner to add to the bottom of your messages.
7. Timed Release.
Every so often, you must bop your readers over the head with
another useful snippet of information. Deliver their happy pill
(or their free download) with a message that reminds them who
you are and urges them to take action, i.e. "Sign Up for More
Free Info Right Here." This is how to build trust and
credibility.
8. The Final Stretch.
As if you weren't doing enough, in the last leg of your campaign
you must kick it into high gear so that your readers will be
reminded of what you can do for them. The Final Stretch should
intrigue your readers and hold them at bay while building to the
grand finale, which of course will be far more exciting than any
other element you've produced so far!
9. The Payoff.
You've got to give your customers something amazing, better than
all the free info you've already provided. It may take a long
time to get to the payoff, but this should be your long term
goal- that thing you will create that people will be willing to
pay money for because they believe in you and your products.
Maybe it's the Ultimate Marketing Manual, a Series of
Teleclasses, a Hard Cover Book, or Tickets to Your Seminar.
Ultimately, you cannot expect to make money on the web without a
plan. It takes a long time to produce and distribute content on
the web, so having helpers can be a lifesaver. If you can't
afford to hire helpers, put your nose to the grindstone because
to make this work you've really got to throw your soul into it.
Think you can take the callenge? I'm rooting for you all the way!
Copyright 2005 Dina Giolitto. All rights reserved.
Are YOU Content With Your Content? Get Top Secret Marketing Tips
from the Web's Biggest Gurus and Expert Authors on The First
Annual Web Content Awareness Day on FEBRUARY 9, 2006.
Go to http://wordfeeder.com/wcad/landingpage.html for details.
About the author:
Dina Giolitto is a copywriting consultant and ghostwriter with
10 years of experience writing corporate print materials and web
content. Trust her with your next e-book, article series or web
project, and make a lasting impression on your audience of
information-hungry prospects. Visit http://www.wordfeeder.com
for more details.
Written By: Dina Giolitto