Marketing 101: Your Quick Reference Guide To Advertising Efficacy

Business owners who have recognized the infinite power of marketing are likely interested in learning about how they can optimize their current advertising campaign. Doing so can lead to multiple business-building outcomes, some of which include increased sales, customer loyalty, and more industry influence. Below you’ll find several strategies you can deploy to start optimizing your company’s advertising efficacy:

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1. Know Your Target Market Ridiculously Well.

Your first step to advertising efficacy optimization is knowing your target market ridiculously well. This technique is important because without knowing the preferences, proclivities, and perspectives of your audience, you won’t be able to create an advertising campaign that really appeals to their interests. Note that the target market process is involved and ongoing. The four types of information you’ll be obtaining throughout the process are: psychographic, demographic, behaviouristic, and geographic.

2. Focus On Making Your Website Functional.

Another strategy you can implement to make the most of your marketing plan is making your website as functional as possible. This is one of the most important e-commerce strategies in the book because your website is essentially the Internet-based store that prospects will come to in order to gain more information about your brand and/or make a purchase. As such, you want to optimize the user experience by making it easy for prospects to move through the pages of the site quickly and correctly. Luckily, there are hundreds of functionality optimization techniques you can deploy to make this happen. One is responsive web design, and this technique will ensure that your site is accessible for those who use electronic devices.

Another functionality technique you might deploy is the use of domain hosting services. You can obtain these services from companies such as Network Solutions.

3. Determine Whether Outbound Marketing Is Still A Viable Approach.

In today’s world, more and more business owners are recognizing and responding to the fact that inbound marketing can be an incredibly cost-effective advertising modality that generates incredible results. However, it’s important to remember that outbound marketing may still be a viable approach for your organization. Note that many business owners are still generating revenue from marketing modalities like radio commercials, tv ads, brochures, etc. Do some analytic work to determine what types of results you’re currently generating from this activity before you scrap outbound marketing entirely.

4. Focus On Becoming A Thought Leader.

One final strategy that can really take your company’s level of marketing efficacy from average to awesome is becoming a thought leader. Thought leaders are individuals who attain a great deal of information about subjects that are deemed important within their respective industries. Becoming a thought leader makes your voice more authoritative and influential, with this outcome metabolizing key business-building factors like brand awareness. Typically, the path to thought leadership involves publishing information-rich articles that will be of interest to members of your target audience.


Four strategies that you can implement to optimize your marketing efforts include knowing your target audience ridiculously well, making your website functional, determining whether you should still be using outbound marketing modalities, and focusing on becoming a thought leader. Start using these marketing techniques now so your organization can start to thrive online!

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