Know What You Are Doing

There used to be an adage that said, “Let’s just throw it out there and see what sticks.” Unfortunately, many still use this idea for their advertising campaigns. As with all marketing and advertising, you need to have a plan or some goals that you want to achieve. Even with programs like Google Ads, you must have specific keywords to guide you to your target, or better yet, your target to you. Yes, there once was a time when you could simply put a For Sale sign on something to sell it. Long gone are those days. Now you need to be more efficient in the process, by reaching out to those people that are looking for that specific item, grabbing their attention, and convince them that your item is the ideal item for them.

When I was a high school math teacher, students would often ask, “Why do I need to show my work?” My answer was simply, “So I can see that you know what you are doing, and I can see where your mistake was if you got a wrong answer.” Just guessing at things will not get you where you want to go. It will get you somewhere, but most likely not where you want to be. The same would hold true for advertising. You can blindly advertise without a plan, a goal or specifics of what you want to achieve, but most likely you are not going to get where you want to be.

You have to know what you are doing. Why do you want to use Display Network over Search Network? Should a good CTR be important to you? Do I want more clicks or more impressions? What is my Max CPC? Just like you need to set up an outline for an essay or determine what formulas to use in solving a problem, you need to plan your advertising with a budget, keywords, target radius, etc.

Good Marketing can be a very effective tool. It has evolved into a tremendous business asset that almost every business must have in order to be successful and efficient.

Have a plan, work your plan, be efficient and know what you are doing!

As always you can learn more about me at http://www.jcroal.com

The BLT, is it a fave?

Remember when the BLT was the standard for a sandwich? Over the years people’s tastes have certainly changed to accept or deny the new fads. We’ve gone through Clubs and Reubens, Po’ Boys and French Dips, and even PB&Js. Back in the 80’s “niche” was the buzz word for that new area that people were trying to find, promote, exploit, to gain the upper edge on where the trend was going. Marketers trampled all over each other to find the next best thing in their industries. To boldly go where no one had gone before. It was the perfect focus for the product or service. It was going to be “our” unique thing. It was going to define us, define our product, define our service, define our company. Our “niche” was going to set us apart.

Niche marketing has certainly helped us to find our focus, to find our strategies. It has allowed for the consumer to voice their needs and companies to answer the call. Is the fine tuning of our products and services really answering the call? The amazing thing about our world, is that of technology. Just as you think you have found that perfect niche, technology has created a whole new phase or aspect to that very niche. Your focus has just split into 3 or 4 new parts. Do you stop and settle here or do you drill in farther?

I think this is where the disadvantages come into play. With our specialized focus, we have stymied our growth and while we are answering that call for consumer’s needs, not everyone needs it, so we have reduced our market.

Obviously, there is a balance to be found. This forces us to strategize, set goals, and plan. We have to know what we are doing and we have to know what we want to do. We can no longer try something and hope for the best. Find your target!

Pardon the pun, but I don’t think our BLT cuts the mustard anymore. With all the advances, changes and pursuits of the perfect niche, I think our sandwich has changed to a BKA; Bacon, Kale, and Avocado.

Learn more about me at http://www.jcroal.com