"It is common sense to take a method and try it. If it fails, admit it frankly
and try another. But above all, try something."
Franklin D. Roosevelt
In the real estate business, it's
all about "location, location, location." The equal of that in marketing is that
you must "test, test, test."
The reason marketing doesn't work for so many
organizations is that they do not want to test, they want to just jump in with
both feet and see what happens. What usually happens is that they spend a ton of
money and time doing something that "almost" worked, but they never realized the ROI they needed to succeed. As a result, there aren't any resources
left over to try
again.
The thing is, almost nothing works correctly the first time. So if you put all of your efforts into a do-or-die
situation, odds are, you will be facing the latter part of that proposition.
In fact, here's a real-life example that illustrates this point:
Samuel
Pierpont Langley and the Wright Brothers.
Just weeks before Wilbur and Orville
Wright were to fly the world's first airplane at Kitty Hawk, North Carolina,
Langley, a well-funded engineer and inventor, was launching an airplane of his
own--with the assistance of an entire staff.
Langley's
assumption was that, with a big enough engine, an airplane could fly. He focused
all of his effort on creating an engine powerful enough for the plane to go
airborne. On October 7, 1903, Langley tested his model for the very first
time. The plan crashed immediately after leaving the launch pad, badly damaging
the front wing.
Two months later, just eight days
before the Wright Brothers' successful flight, Langley made another attempt. This time, the
tail and rear wing collapsed completely during
launch.
Meanwhile, the Wright brothers had a
completely different approach: they built a glider that would glide from a
hilltop with no engine at all. They focused all their efforts on balance and
steering. Power was almost an afterthought. Only after the glider worked by
itself did they try and put an engine in it.
Once they got the glider working
well, they commissioned the smallest engine that could be built with that era's
technology--a 12-horsepower unit that weighed in at 180 pounds. On December 17,
1903, at Kitty Hawk,
North Carolina, the Wright brothers
made history.
So, after that long-winded story,
the point is this: you can try to use brute force and spend a lot of time,
energy, and money to blast out advertising and marketing efforts and hope that they work, or you can start simple, and expand as you learn what's
successful and
what isn't.
With that in mind, I suggest
building your system on a solid foundation, specifically with Google
AdWords. Because Google AdWords allows you to track virtually everything that's going on in an almost real-time environment, it is much easier to
steer your efforts and optimize your campaigns to get results fast.
Free keyword analysis
Any great advertising campaign works because it uses the same language as the target audience.
Google AdWords, and Internet marketing in general, works in the same manner, but the benefit here is that the language of the target audience can be
easily discovered. It's called keyword research. The keywords that people are using to search for things on the Internet is exactly what they are
looking for. Instead of educating them to search for your term, you should be finding out which keywords are important to your customers and
advertising using that same language.
Choosing the right keyword phrases is only the beginning, but it's a great start. And we can
help. Sign up for a
FREE keyword analysis and we'll share how you can make it easier and more cost-effective for customers
to find YOU.
Free Keyword Analysis
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