Marketing experts will often talk about the importance of getting
3 things right when you launch a campaign:
Market: who the campaign is targeted at.
Message: What you’re going to say.
Media: Where you’re advertising.
But they miss one thing, which you should consider before anything
And that is… METRICS.
What do I mean by metrics?
Well, before you decide who to promote to, you’ve got to look at your
For instance, some people might get this bright idea, hey I think I’ll
advertise on Facebook.
And that MIGHT be a good idea.
But it might be a DUMB idea.
For instance, I’ve got this friend I was talking with a couple of months ago
who wasn’t sure where to advertise.
I asked him, “where does most of your business come from now?”
He said, we get most of our business from recommendations from a handful
of financial planners.
I said, we need to build more relationships like that.
Our market then becomes financial planners. Our message will come from talking
to those financial planners and climbing inside their head. And our media becomes
targeting those financial planners directly – perhaps via Linkedin or direct mail.