Small Business Marketing Strategies.net

If you ask me a good rule of thumb in small business marketing and advertising is to stay away from any form of advertising that cannot be tracked or measured.

The reason you want to stay away from “branding” and “brand-recognition-style” marketing is because you never know how many customers your marketing dollar is producing and therefore you cannot improve it.

Now I don’t know about you but I can always use a better return on my marketing investment so I only market and advertise my businesses using direct response techniques.

So how can you implement direct response into your advertising?

First of all, direct response requires that you know exactly how many people will be seeing your message or how many times your message will be displayed or played.

Second you have to have an offer. You gotta give people a reason to come in…

Most common offer used today is a discount code placed in the ad where you ask the customer to bring in the ad or mention the ad to take advantage of the discount.

All you’re trying to determine is how many new customers that particular ad brings in through your doors…

Let’s say it was a radio ad and it played  for a week and it brought in 20 additional customers that week. This ad is now what you would refer to as your “control” and your goal now should be to create a new and different ad so that you can run it for a week also and also track results.
Your ultimate goal here is to continually produce ads that you can test against your control so that you can continually improve your results and therefore achieve a better return on your marketing and advertising dollars.

Tweak and test your ads until they’re achieving results you’re happy with.

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