Foundations that Matter

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Startup or Established? Which Route to Begin

The Advertising Campaign strategy for Startup Marketers with Limited Budgets and Established Marketers with good Cash flow are two opposite ends. On that basis there can be two approaches to Digital Marketing, so as to produce the desired result, which is to get an ROI

1. Direct Campaigns
2. Indirect Campaigns


For Beginners with limited budgets, the direct model is most suitable to generate the initial cash flow to fund the ad spend and also gain customer insights in the process. As the beginners gains more insights about each campaign, the transition from direct campaigns to indirect campaigns can be considered.

Direct Campaigns

Direct Campaigns are more sale intended, so Customer Identification and Acquisition is largely a by product. In such campaigns, the ad links straight to the product page not to any kind of intermediate pages such as opt-in pages.

This produces short term results, though short term results are not suitable to build a sustainable business, it's crucial for a beginner to gain foothold during infancy.


Targeted Traffic → Product → Sales ROI


InDirect Campaigns

Indirect models involve intermediate pages that focus on Customer Acquisition first and Sales is a long term by product of customers thus acquired. This produces long term results and the emphasis is largely on customer satisfaction.

Targeted Traffic → Customer Acquisition→ Recurring Product Pitch → Sales ROI

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Every campaign, immaterial of its type begins in 'Test' Phase and those that perform well in the market bringing good ROI matures into 'Standard ROI Campaigns'.


Test Phase → Standard ROI Phase

The 'Test' phase generally begins targeting a 'broad' market segment within the niche and set with a (preferably) daily budget one is willing to fully loose. These campaigns are run with platform specific standard test variables that need to be identified with the sole intention to learn the success producing combination of a campaign. The 'Test' phase will continue until various variables like

Standard Test Variables

1. Traffic Variables

1. Platform
2. Country
3. Gender
4. Age Group
5. Interest Set
6. Keywords
7. Time (DWMY)
8. Ad Copy and so on

2. Product Variables

1. Product / Landing Page
2. Sales Copy and so on

along with their avg mean are all identified for high performing ROI combination. That final filtered result received will be the 'working data' that produces 'Standard Profitable ROI Campaigns'. This process takes few days or weeks to identify and months and years to perfect.

Once the 'Standard ROI' filters are reached, this becomes a marketer's real asset and the protected business secret.

At this point the Business Model can take two routes.

1. The marketer now scales up to the point of market saturation to earn profits that will outnumber the 'Test Campaign(s) Spend' and running 'Standard Campaign(s) Spend', when the business model is built more around money than people. These type of businesses are short term results oriented.

2. The marketer decides to sell the data at this point without scaling it, Eg: http://www.warriorforum.com/warrior-...utm_term=title if the business model is built more around people over money for long term standing. (For most people, Greed and Ego prevents most taking this route)

The Buyer Guideline

Then, his buyer will need to see few things to make the purchase decision, a set of variables which are different than the other products that show total 'achieved results' of their closed campaigns.

1. The results they see are for a market minimum ad spend budget, this is Market Sample data without scaling to the market max which would not be scaled as the data would be sold, to preserve the customer's market share.

2. The results that they're seeing are Live Consolidated Results that's running and updating at the real time and thus include the 'Test Phase' Time and Ad Spend results incorporated and thus will obviously show lower return rate.

REMEMBER:

1. In this type of proof model, remember the buyer is only seeing the market sample results for minimum ad spends (without reaching to the market max potential, which if were to be shown by scaling the sample standard ROI campaigns, it would have already supplied the product to a considerable audience before the buyer even purchases the data).

2. The buyers are supposed to look at the 'Rate of Growth' from the point of start to till date and ROI Consistency and Avg. Conversion Rate currently being achieved, while the last two being the most important to make the purchase decision.

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