Debunking the myth of the “perfect” marketing campaign

Marketing professionals love the idea that someday they’ll come across the perfect campaign or marketing technique that means they’ll never have to work hard again.

The sad truth is, this is never going to happen. There is no easy way out of creating effective marketing strategies because of ever-changing market demographics, technological developments, and changeability of human nature.

Dealing in truth

This truth, however, doesn’t keep bloggers, ebook writers, motivational speakers, and conference organizers from trying to come up with (and sell) that perfect cocktail. Muhammad Saleem, an award-winning digital marketing consultant, said, “Over the years, I’ve realized that sensationalism is the norm for the marketing industry . . . there is a tendency to create expectations that simply cannot be lived up to.”

Saleem said he’s seen a number of provocative conference titles, promising success and riches to those who follow a few key steps. A few examples of such sessions include “4 Concrete steps to get 1,000,000 relevant unique visitors to your blog,” “The anatomy of a 100,000 visitor post,” and “Podcast launch method – From zero to 100k downloads per month.” Do any of those titles seem a little too good to be true? They should.

Being realistic

Marketers should realize when they read such promises that realistically, even the most enthusiastic speaker cannot guarantee you will achieve the same results they had, no matter how precisely you follow their instructions. There are too many intangible variables, market variations, and implementation methods for them to know how people will react to your marketing strategies.

Set achievable expectations

If you really want some concrete advice, Saleem said you have to set achievable expectations for your marketing campaigns. This means you have to be honest with yourself and your potential clients. Sure, a blog post titled, “The last new roof you’ll ever need” sounds enticing, but if your product can’t measure up to your promise, you’ll end up with some very dissatisfied and rather angry customers.

Make your brand transparent

You can, though, still be specific about what kinds of benefits customers might realistically expect to get from your product. For example, Saleem said, “You know the kinds of results you’ve achieved in the past, so extrapolate those results to your audience. What does ‘thousands’ mean?” This means being transparent about how real success with your product came about. “Don’t just talk in hypotheticals;” Saleem said,”contextualize it using successes you’ve had, and help the audience understand what worked and why.”

Source: Marketing Land

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