You would like to decide which alternatives is more feasible and profitable for you, then you need to assign a team to develop the idea. Before you decide which way to go, you would like to find some facts that will help you make the best decision possible and elaborate a better budget and planning assignments.
XtremKeting is a process that helps you to carry over a way to reduce uncertainty by creating a hypothesis to be tested and develop a marketing validation campaign online. In this note, we are focusing into the creation of a scenario to find prospects that help you to validate your assumptions. We will follow the following steps:
- Assuming that you have already a product or service available for sale, you will be defining target market geography to a particular profile of customers,
- Then you will explore using advertising in Google, Facebook and LinkedIn how to attract them into your website. In each one of these sites you create a campaign that points to an independent landing page.
- For each campaign the creation of a search data set will be needed. In Google, you define keywords used by the users to look for information. Here, you need to analyze what kind of searches is performed for your customer profile. For instance what kind of books they read, where the subject is discussed like movies, magazines or conferences in a way that the people see your advertising when they are looking for related information, the message in the advertising should be very appealing to call the attention and provoke that the user seeking in the website ask for more information and establish a dialog based in an assumed conversation provided in the sequence of pages created for each campaign.
- Define a profile of persons that you are looking to find in Facebook or LinkedIn and setup a marketing campaign using one of several advertises that bring them into your landing page in your website and follow a path to grab their interest by one of several calls for action.
This process appears to be so simple that you may thing, but there is a lot of knowledge involved in set the right keywords, build a creative advertise that has a lot of limitations in ways to call attention in 100 characters and/or an image of 50 by 50 pixels. This first step requires a great knowledge about your customer and is a very highly iterative activity. I invite you to make the exercise and find the way to build traction, then in subsequent post we are going to get depth in building these campaigns and later how to manage the flow to build the first click into a real sale by converting the visit into several steps ready to make the purchase decision.