Right marketing strategy and advertising budget

Mate I would asked the mods to move this to the offline section as there are some fantasitc minds in there not say you wont get replies here but at least not from newbies that just drop a link

You need to have the business mind help you

Jason

Hi gorillas,

The essential steps for developing a strategy include:

1. Goal setting
2. Action plan
3. Execution schedule

A Good Plan Starts With A Goal

Start with defining a specific goal, or set of goals. Your goals should be a SMART goals that are Specific, Measurable, Assignable, Realistic, and Time-bound.

Generally it is a good idea to perform a S.W.O.T analysis before defining your action plan. This will give you an idea of your strengths and weakness which typically helps you formulate a winning plan of action.

Finally you create a schedule of execution which defines the sequence and timing of tasks that are to be performed.

Start with a goal, Your plan of action and execution schedule require a goal to use as a specific target. Without a specific goal, to focus your aim, your strategy is just a shot in the dark.

Take Your Campaigns To The Next Level With Multi-Step Marketing

As far as advertising channels and campaign types go, Remarketing is a real game changer. However, before you can build a remarketing audience you must build targeted traffic. If you can generate PPC traffic that is break-even then you can convert that same audience with a highly profitable Remarketing campaign. The more targeted traffic generated from Top-of-the-Funnel marketing campaigns the bigger your audience will be for highly profitable Remarketing campaign.

The same goes for Branded search campaigns. You audience must first become Aware of your offer before they can become Interested, and Interest is a prerequisite to the Desire which compels them to take Action. Branded search can be be highly profitable, even more profitable than Remarketing campaigns. However, potential customers must become aware and interested in your brand before they will seek it out.

The key is understanding how one type of campaign feeds the other. If you try to use Bottom-of-the-Funnel campaigns exclusively you will be starving those campaigns for the essential audience that creates the volume of business you might desire. Learn how one type of campaign can be used to feed the other type and use a 1-2 punch to knock out your competitors. After all, marketing is a competition, and a marketing strategy is just a plan to defeat your competitors and win the sought after prize of new customers.

Expand Your Reach With Multi-Channel Marketing

If you wait until the last moment in the purchase cycle to target your audience you will be an unknown entity. You might have better CTRs and higher conversion rates than targeting potential customers earlier in the purchase phases, but you will also be paying a premium for that traffic while at the same time having a distinct disadvantage as the late to arrive, previously unheard of option.

If you focus exclusively on the last phase of the of the buying cycle your competitors that have already built a relationship with your target audience will have a huge advantage over you in this highly competitive, and expensive, bottom-of-the-funnel purchase phase. Their CTRs will likely be better than yours. Their CPCs will likewise be better, and their conversion rates are very likely to be much better than yours if you avoid top and middle funnel marketing strategies.

Simply by building some awareness and interest in your brand this familiarity will go a long way to improved performance at the bottom of the purchase funnel, often making the difference between profits and losses. More importantly, branding and awareness campaigns can expand your reach and draw a much greater volume of potential customers into your marketing funnel.

Some Possible Multi-Step/Multi-Channel Campaign Strategies

Organic Search -> Remarketing Lists for Search -> Branded Keyword Search
Organic Search -> Display Remarketing -> Branded Keyword Search
Generic Keyword Search -> Display Remarketing -> Branded Keyword Search
In-Market Display -> Remarketing -> Branded Keyword Search
Brand Awareness & Interest Display -> Branded Keyword Search -> Remarketing
Brand Awareness & Interest Display -> Remarketing Lists for Search -> Branded Keyword Search
Brand Awareness & Interest Display -> Remarketing Lists for Search -> Video Ad Remarketing -> Branded Keyword Search

And many more possibilities...

Be Flexible & Test Methodically

There are literally hundreds of possible multi-channel marketing strategies and odds are some will work better than others, so an execution plan that includes a testing schedule to gain insights into what works and why it works will help you evolve your strategy over time.

An important key element to test in you marketing messages is your value proposition. Makes sure your testing plan deliberately identifies potential value propositions and organize your campaigns in a way to achieve efficient isolation and testing of value proposition candidates. Finding the right value proposition as early as possible can go a long way towards reducing the time to achieve your ultimate success. For best results, make testing a part of your strategy.

HTH,

Don Burk

It's all going to boil down to testing but remarketing almost always converts a lot higher than cold traffic. I would be focusing my efforts there.

Also email marketing still beats out other forms of advertising...