Many business owners cringe at the words “marketing strategy.”
Much like the word “Budget,” it implies structure and rigid rules you must follow.
However, just like a budge is essential for public domain success, so too is a marketing strategy.
The good news is that a marketing strategy is not a rigid structure you must hold fast to but rather a plan which can be changed as your business evolves and you learn what your customers want and expect from you.
So what does a marketing strategy contain?
A marketing strategy is your all encompassing plan. Depending on your preferences you can outline a six month marketing strategy, an annual marketing strategy or for those who really look to the future a three or five year marketing strategy.
Marketing is anything and everything that relates to your public domain business. Your strategy will contain simple things like a business card however it can also contain:
- Brochures, flyers, and print media.
- Video and audio marketing
- Podcasting
- Advertising.
- Autoresponders, newsletters, and email messages
- Blogs
- Forums
- Social networking sites
- Offline networking
- Testimonials
- Endorsements
- Bonuses, affiliate promotions, joint venture partnerships and on and on.
With marketing encompassing so much, the question is, how do you create a strategy?
Step One: Build an opt-in list. An opt-in list is simply an organized list of contacts, customers, and people who have expressed an interest in your public domain business. You can build one by giving something away in exchange for an email address. Options include information, coupons, and actual products.
Step Two: Decide how your opt-in list would best be marketed. For example, would a PPC campaign reach the most targeted audience or would a direct mail campaign have better results?
Step Three: Decide how you want to market to your growing opt-in list. Decide what information would be valuable to your audience and give it to them. It all depends on your public domain products and niche.
Step Four: Determine your promotions for the year. Promotions can be anything from giveaways to discounts to perhaps a special offer from a joint venture partner. Space these promotions out and decide how they’re going to work with your other marketing tools and initiatives to create a strong and effective strategy.
Step Five: Create an action plan. What do you need to make each marketing tool successful?
Step Six: Create systems to track and test your marketing initiatives have a positive return on investment?
Step Seven: Create a schedule to review and possibly revise your marketing strategy. This can be monthly, quarterly or perhaps after every campaign launch. Create a schedule to look back over what you’ve accomplished and what marketing tools need to be reevaluated for their effectiveness.
Taking the time to create and maintain a marketing strategy will help ensure your public domain business has lasting and sustainable success.
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