MANAGEMENT | 8 MIN READ
10 Pillars of a Killer Marketing Campaign
Are you trying marketing strategy after marketing strategy…
But not quite getting the traction you thought you would?
Do you want to improve your leads without having to keep looking for new strategies and tactics to implement?
Then follow this guide.
These are 10 pillars of a killer marketing campaign.
Improve each of these ten with your marketing, and you’ll start driving:
And a much-improved ROI in your marketing.
This is what we do with a big marketing campaign, and it’s what we’d suggest for you, as well.
Let’s get into it…
1. Start With a Compelling Hook
Your ideal clients/customers are flooded 24/7 with messages from all sorts of businesses fighting for their attention.
To stand out from the crowd, you CANNOT BE GENERIC.
You need a hook that grabs them by the eyeballs and forces them to take a close look at your offer.
If you don’t get this right, then nothing else will matter. You’ll be drowned out among all the other bland messages.
So take some time to think about your messaging from the perspective of your client.
Are you saying the same thing as your competitors…or have you created a powerful hook that they HAVE TO pay attention to?
2. Know Your Competitive Advantages
What’s your secret weapon?
What’s your unique differentiator?
Most business owners we work with don’t really know this… And if they don’t know it, their prospects definitely don’t know what makes them different either!
You need to come up with a concrete list of what makes your company different — and better.
For us at 2X, our differentiator is systems. We know that systems are the key leverage point to help you get free and grow, so that’s what we use to help 6 and 7-figure business owners turn their business into a machine.
While most others are talking about some new and shiny marketing tactics, we are focusing on systems, great operations, team, and the other business essentials to help entrepreneurs scale (to the tune of $200 million in just two years!).
So, let me re-ask…
What’s your competitive advantage?
If you don’t stand out as uniquely suited to help solve your client’s problems and/or get them the results they want…you’ll:
Have poor conversions… and have to compete on price.
That is not where you want to be!
So… How can you be better, and most importantly, differentiated from your competition?
3. Make It Clear Who You’re Serving
On a scale of 1-10, how clear are you on who your exact ideal customer is?
Do you have a very specific person you are marketing to, or do you just have a general idea of who they are?
If people don’t see your message and feel, ‘You wrote this for me!’… then it’s not specific enough.
Most entrepreneurs are too scared to target ONE core audience. They’re afraid to exclude potential prospects by niching down…
But for 99% of small businesses, you HAVE to do this in order to stand out.
It is better to resonate deeply with a smaller market than to only mildly appealing to a larger market of people.
4. Create an Emotional Connection
Facts tell… but stories sell.
Since the time humans have had the ability to speak (which has been a LONG time), we’ve used stories to communicate information.
Our brains still work the same way regardless of what new technology now exists.
Share from your heart and connect to them emotionally (or you won’t connect to their wallet).
5. Apply Logical Reasoning
When a prospect is reading your marketing campaign, their B.S detector is on high alert.
The #1 question they ask when reading a claim is:
“Is this true?”
Don’t leave that question unanswered in their minds.
The stories are what you lead with to capture their attention. Then you need to back it up with facts and proof. As I talk about in our new book ‘From 6 to 7 Figures’, there is no such thing as too much social proof.
Hit the correct triggers in the left brain (with logic)… AND the right brain (with feelings/emotion) and you’ll sharply increase your conversion rate.
6. Leverage Fear and Loss Aversion
Humans are more motivated by the fear of loss than the desire to gain.
You don’t need to go doomsday on them, but make it abundantly clear what the cost of NOT doing business with you could be.
People need to associate more pain to not doing something about their problem than the cost required to solve it.
Sharing the full, long-term implications as well as the opportunity cost of not taking action can tip them over the edge and buy.
So, looking at your offer, what is the consequence of not buying? Let this be known subtly or directly with examples.
7. State A Clear, Specific CTA
If you give people multiple options, they’ll likely pick none of them. (Look up ‘the paradox of choice’ and you’ll see what I mean.)
So be very clear.
Tell them EXACTLY what you want them to do next. Guide them on the steps you want them to take instead of hoping they know what to do.
This is another subtle but very important step.
8. Create an Urgency Tipping Point
A tricky thing about human nature is that we know certain things may add value to our lives, but for one reason or another, we don’t take action right away.
Your prospects have so many things on their plate vying for their attention, that if you don’t give them a reason to act NOW…
Then they won’t!
They’ll find any excuse to put it off until someday in the future.
People are ‘comfortable enough’ in their current state most of the time… so we have to give them a REASON to get into motion!
Urgency is one of your best weapons here.
Just don’t create fake urgency (such as countdown timers, ‘limited’ offers, etc.) that an experienced audience can see through… It will hurt your credibility (and conversions).
9. Have an Irresistible Offer
When your prospects are considering your offer, the questions they’re subconsciously asking are:
- What’s in it for me?
- How will this product/service make my life better?
- What will I get from this (that I can’t get anywhere else)?
An irresistible offer answers these questions.
Every. Single. One.
So ask yourself:
Is my offer truly irresistible?
Brainstorm three ways you can make it even more irresistible this week. That’ll go a long way in converting leads into buyers.
10. Don’t Forget to Have a Great Onboarding
The journey isn’t done once someone buys your stuff!
That’s only part of it. (an important part, for sure, but this is really only the beginning of what’s possible as maximizing LTV is one of our favorite levers we use with clients in our 2X Accelerator Program)
Your best marketing comes AFTER someone becomes a customer. You need to keep adding value and make a great first impression.
This is where the customer relationship really starts… and it’s a golden opportunity to turn new customers into raving fans.
Creating raving fans deserves its own article, but here are two key tips:
- Consistently deliver on what you promise.
- Communicate precisely what your customers are getting at each step.
If you’ve ever read The E-Myth by Michael Gerber, you know that McDonald’s doesn’t have over 37,000 locations because they make the best burgers….it’s because they have mastered Systems and are able to deliver a consistent result.
People want to have certainty and trust they will get what they paid for.
Another key is to provide a few well-timed and unexpected positive surprises. The “little things” that no one does anymore (like a handwritten card in the mail, gift package upon signing up, etc.) can make an outsized positive impression compared to the cost of doing it.
So dial in your new customer onboarding… and you’ll set yourself up for success down the line.
The ability to turn your customers into raving fans will yield the best ROI your marketing dollars can buy.
So… there are the ten key elements. I know, that may be a lot to keep in mind.
But you’re already doing all of the work of marketing!
You just need to be intentional about improving the strategy and positioning of things and use each of these pillar elements to dramatically improve your conversions.
You can exponentially grow your ROI with even a few of these levers done right. We see it all of the time.
So… go back through this list, find the gaps in your marketing that could be holding you back, and take it one step at a time…
Turning your business into a Marketing Machine that scales quickly and effectively.
And when you’re ready for my team and me to help you, check out our 2X Accelerator Program and apply here.
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