👪 Join the Marketing Sucks community on Facebook: Click here to join
It’s incredibly EASY to stay busy as a marketer, or marketing department. From branding, to design, to webinars, Facebook ads, LinkedIn, Instagram, emails, sales automation… the list is literally endless.
To be successful, you can do neither too many or too few marketing campaigns. And the campaigns you choose must be the right ones for you. That means they have the be the campaigns right for your assets, your growth goals, your customers.
In this episode, we talk about how you can find the marketing campaigns with the best chance of success for you.
Transcription of the Episode
All right, let’s dive into it. Today we’re going to be talking about finding the right marketing campaigns for your business and your lifestyle. All right? This is different than most tacticians want you to believe, right? A tactician is someone who has put their stake in the ground and said, I am the the leader in Facebook ads. I’m the leader in LinkedIn stuff. I’m the leader in webinars. Cool. We need those leaders, but they can’t tell you what to do, right? You have to set an objective for your business and for your life, and then find the tactic that works for you. I don’t want you to fall victim or fall prey to these really successful people who are saying, you should only do this, and if you’re not doing this, you’re an idiot, right? There’s so many potential marketing campaigns that you can do. Why do one that isn’t right for you?
And the answer is most business owners don’t think what’s right for me. They think what’s everyone else doing and how do I copy that and hope to have some similar level of success. So the first premise here is that you can do anything in marketing. There’s like so much to do. You can do everything in marketing, you can have landing pages, you can do LinkedIn outbound, you can do paid ads, you could do webinars, you can do Facebook lives, you can do direct mail, you can do speaking engagements. Like there’s so many things you can do. Your eyes are probably crossed just thinking about it. So you’ve got to focus and what do you focus on? Well, you’ve got to focus on the biggest revenue drivers I think, right? I would focus on the biggest revenue drivers and focus on those campaigns that are foundational, that are going to be supportive of the business and maybe the things that are like really easy to do that hopefully drive some good revenue, right?
We want big revenue drivers, we want foundation. And then we want kind of the low hanging fruit that can just throw a little bit of extra cash in our pocket, three levels there. You don’t just have to stay busy in marketing. It’s easy to stay busy. You don’t have to, you can choose this other route, right? There’s too many marketing campaigns, there’s too few marketing campaigns. And then there’s the middle way, which I’m suggesting here, which is just enough marketing campaigns to deliver the results that you want that are predictable so you can scale your business and have less stress. There’s an, there’s like a saying in marketing, 50% of my marketing works, I just don’t know what 50% yeah. Unacceptable. You have to know explicitly what’s working and today we’re in an age of tracking. You’re going to be able to know this information better than ever before and you’re gonna know like with a lot of certainty what is actually working if you set up your tracking right.
So that’s a beautiful thing. You don’t just have to stay busy, you can focus on the things that are truly working and then do them better. You know, the point of marketing is not to do everything. It’s defined a couple of things that are working and then build that out and make it better and better and better. So let me give you an example. In working with a company, uh, we brought someone on board and we had a bunch of marketing campaigns that we wanted to run and we needed some extra support and managing it. And she was really hell bent on spellchecking and proofing emails that we sent. How do I feel about that? She’s right. Bad spelling and emails looks bad. That sucks. I hate it when an email goes out that has a spelling error in it, spelling error in it. But what’s more important?
100% perfect emails with perfect grammar and spelling and capitalization and spacing or offers being made, right? I would rather have more offers being made than have each offer that’s being made perfect. So she was bringing in this energy of perfection and I was bringing in the, bringing in an energy of iteration. So what was requested of her was don’t come up with new ideas. We’ve defined the objectives and the campaigns and we’re focusing on those. If you’ve got ideas, they’re probably valid. So write them and we’ll put them in the icebox and then we’ll review them for the next quarter. But you are not allowed to focus on anything. But what we’ve told you to focus on. Similarly, companies that work on branding and design versus sales. I think branding is important. I think design is important. You know, if you go to the Berkshire Hathaway website, it is atrocious.
Go to it. If you haven’t been to it. Alright, Warren Buffett’s company, Berkshire Hathaway, go to their website and try not to vomit. It’s, it’s like a tragically awful website. Obviously that doesn’t matter to them because they make sales, right? They’re not needing their website to be perfect in order to make sales. Branding and design is Polish, but branding and design comes when you deserve it. Eh, I dunno, maybe that’s a little too harsh. You don’t deserve to spend time on branding and design until you have a product or a service and you’ve sold it. I don’t think it makes sense to spend a bunch of time working on design until you have enough profit in the business to put into it. It’s like I would never take a business loan to do any kind of design work that seems really silly, but so many businesses are hiring like designers and branding folks when what they need is salespeople and marketing as it relates to sales.
And again, what is marketing? Marketing is salesmanship multiplied episode five. Like I said that a hundred times, right? I think you got that by now. So branding and design make sense? Let me tell you what I did for my business. When I launched Cmox, uh, approximately two years ago, I reached out to a designer that I’d worked for or excuse me, worked with and um, asked him to put together a logo for me. And he did. And I got it. And I was like, I don’t love this, but you know what? Screw it moving on. But thought the website didn’t love it it, and moving on, getting on phone calls, making sales, moving on, making money. I made a lot of money before I had a real designer come in and review everything and now I really love our branding. I think it’s on point. It feels really good and it’s kind of um, cohesive, right?
Our worksheets matched their website which matches our branding. You know, I’ve got hats like stickers, like I love that stuff but I had to wait until I felt like I deserved it, if that makes sense. Um, I had to wait until it was an expense that made sense in the business because branding to me feels like a exercise in avoidance. Okay. So you can do anything in marketing focused on the revenue drivers and you’re going to be in a much better place. Last episode, episode five, I talked about sales and how you need to make sales and how marketing is just another way to make sales. The best way to make sales is to pick up the damn phone and call people. Second thing that you can do is add marketing support to follow up so that some of those foundational things I just kind of mentioned at the top of this foundational marketing is a autoresponders or email nurture sequences to take lead to win a wall on a sales call or it didn’t say yes to a proposal and the proposal may be expired following up with them so you don’t have to do it manually.
That’s a nice marketing automation and then there’s the front end marketing automation. Excuse me, marketing just in general that’s unnecessary, which is capturing leads. These are very important things to do and maybe some educational stuff I want you to consider in marketing, doing things that don’t scale easily and then prove them out and then you can scale the winners. I do not think it’s helpful to grow your business by saying, what campaign can we build right now to serve a thousand customers? You should just try to serve a handful of customers to get started and if it works then scale it. So what that looks like is getting on a sales call, right? This is where I think all good marketing starts. Get on a sales call, talk to someone, pitch 90 idea to them if they like it, tell them you can get it to them tomorrow or next week.
Or you can even say we’re working on this. And um, this is a project that, you know, we’ve been working on. We’ll have it done in a month. Cool. You can kind of lead like that and then you can go and build it. That doesn’t scale easily, but you’re building something that people want. So that could be a worksheet. That could be a webinar. You could just say, Oh yeah, we’re actually going to solve that problem that you just mentioned in this Webinar. We’re going to host it in two weeks. Um, our date right now is on this date and you just come up with it on the sales goal. Cool. Can you make it? Yep. Great. You get them invited. Then you start inviting other people. That’s how you start building marketing that people want, not marketing that you want. Right. So there’s a duality here that I want to speak to, which is customers have pain and you have to speak to that pain, but also there’s a chance that a customer might not know what they want.
And this hearkens back to, um, uh, Henry Ford when he said, if I would have asked people what they wanted, they would’ve said faster horses, right? And he built an automobile, which was like, just different, like altogether. I think that that’s an interesting thought, but also your customers probably know what they want and you don’t have to like invent an automobile when they’re on a horse and Buggy, right? Like you can position a product or service in front of them in a way that’s interesting through marketing and sales, um, and not have to be inventive or you know, incredibly inventive. So you can do something that doesn’t scale easily. You can say, yes, I have that. It’s a Webinar, it’s coming up, or yes, that’s a worksheet. We’re just finalizing it. I’ll have it to you on Monday next week. And then you work the weekend to get it produced.
And then that becomes a part of your marketing because you heard from the customer or the prospect that they wanted it. That’s where good marketing starts. Okay? Then you’re selling people manually, you’re calling them and you’re not hiding. Right? Episode Five, we talked about hiding and how it’s easy to hide behind busy marketing instead of doing the damn thing, which is picking up the damn phone and calling people and making sales and having sales conversations, right? Making more offers. So when it comes to finding a marketing campaign that’s right for your business and your lifestyle, one thing is you can ask your customers what they want and you know, kind of lead and say it’s coming and let me work on it. And then you finish it in. Another thing that you can do is you can go back to one of our earlier episodes where I talk about assets and you pulled together marketing stuff that these people want.
So this is when you get a little predictive, right? You get a little Henry Ford here. So the first thing is how can you find your ideal prospect? Where are they? We talk about a message to market match, right? I mean it’s kind of a, it’s a nice thing to think about. More important though is you know, your ideal prospect, right? Cause you went through the care worksheet. If you haven’t, go to https://cmox.co/care. This is the compassionate Avatar realization exercise and it works through the head, heart, and home of who your ideal customers are so that you can then later target them. You really can’t go past that stage until you’ve finished it. So go to https://cmox.co/care and opt in for that. You’re going to grab the worksheet and it’s just a foundational to the success of your business. All right? So once you know your ideal prospect and you know what’s in their home, which is like where they are, what they consume, figure out how can you get in front of them.
That’s going to tell you a lot about your marketing strategies, marketing campaign strategies. So let’s say you’re selling to um, consumers and its consumers are in the health market, right? I have a lot of experience there, so I’ll probably use those examples pretty often in this podcast. In the health market, what are people reading while they’re on Facebook? They’re on Instagram for sure. Are they reading other websites? If so, where are their space ads there? Is there a mailing list? How can we target those people? Right? You can start getting creative. How do you get in front of their eyeballs is the question and then what’s their pain? What’s the pain these people are experiencing? That’s the head stuff, right? You could say, what are they longing for, which is the heart stuff which you’re going to see figure out again through the care worksheet.
Then you know what your proof is because you went through that, so it’s a proof and proposition. I know the pain. I just need the proof and proposition. The proof is how I can have the proof that I can help and the proposition is how I can help or how we’re different and then be their guide and structure something that actually solves a problem. I go on so many websites and they don’t solve a problem. They say the blank blank solution, right? Like um, uh, like some boilerplate crap website that just says that they offer solutions. Like I wake up in the morning saying, I wish I had solutions in my life. I can example is, um, solutions for salespeople, solutions for manufacturers. You go to websites and you’ll see that excellence and solutions. It’s like, what the hell does that even mean? If you get the pain and you can put your proposition together that addresses that pain, you’re going to be able to solve that problem.
Show the proof, put it in front of your ideal prospect, and then give them a way to take a next step. Okay? That’s how you start pulling this together. Your job is to be their guide. You’re the Yoda here. You’re not Luke Skywalker, you’re not the hero. They’re the hero. You’re merely the guide that supports them. So when you start thinking through these different campaign ideas, I want you to first set success criteria of what the campaign has to have. Then we’ve got a worksheet that we use with our clients called slice of Pie. And then slice of Pie. We say success is, I want a hundred sales and the question is by when, so I want a hundred sales by the end of this quarter. Great. What’s the start date on that? Okay. What’s the check in date? What’s the abandoned date like when we’re just going to throw this away because this isn’t working and what are the campaigns to get those a hundred sales?
Most businesses say I want a hundred sales, let’s do 10 marketing campaigns and let’s hope together those 10 marketing campaigns, we’ll get a hundred sales wrong. I want to say I want a hundred sales, I want to get 15 from this campaign. I’m going to so tightly manage that campaign that I know that I can get 15 out of it and I had to get 10 out of this campaign and I need to get 35 out of that campaign. All right, and where’s that? Leave me with like 50 left. Okay. I’m going to get then 40 out of this campaign and then these other campaigns we’ll test and see if we can get the remaining. You have to be able to kind of explicitly know what the results must be so that you can focus correctly. So an example, think about going to a, um, a seminar or going to a trade show.
How many clients I’ve worked with that have gone to trade shows, who before we talked, just knew that they were going to the trade show and had no plan on what had to happen in order for them to be successful. Trade shows are expensive, man. I’ve gone to some, I’ve spawn, I sponsored an event once and I spent $30,000. Here’s a lot of money. I was able to make it back. It just took a long time. So that was like the longest payoff on that 30 grand sucked, right? I didn’t, I shouldn’t have done that. Now I know. And that’s why I’m here to kind of help you to make sure that you don’t do that. What I didn’t do was the calculation of how many sales do I need to have and how long is it going to take and how long until I can actually make a profit.
If I make these sales right, like what’s the math there? You may say, okay, this event is going to be two grand for me to get in the door plus my flights plus per diem, you know, I got to eat, uh, and travel. Um, so we’re looking at three grand, let’s say all in for a trip and it’s a two day trip. Okay, so three grand. Well, that three grand has to be part of the profit of your sales in order to be breakeven. So you don’t want to generate $3,000 worth of sales unless you have 100% profit margin, which you don’t. So you need to do what, $10,000 in sales, $20,000, $30,000, $50,000. You got to look at your margins there and then say, okay, can I do that? Can I make that much money from this event, from this trade show? Okay. If I do that, if I’m, if I’m going to make, let’s say I have to make 10 sales from that trade show, how many prospects to have to have in order to do that?
Okay, well I know that my close rate is about 40% or let’s just say for simplicity or 50%. So if I want to make 10 sales, 50% that means I need 20 prospects. Well, I’m going to air on the side of being conservative and I want 25 prospects and those prospects have to meet this avatar criteria of this business size. They have to be this business, um, title, uh, you know, employee title, they have to be the business owner, you know, the lead Dev or whatever. Um, and they have to be in this industry. Okay. So now this is pretty tricky to go to that trade show and have it be a positive ROI. I need to have 25 leads that I’m confident in are qualified for what I’m selling. Okay. Can I do that? Is that possible? Can I get 25 leads in two days?
Okay. 25 leads in two days. Well, when I go to the event, I’m going to have to hit it hard. So that means I’m going to have to probably get 15 the first day and 10 the second day, right? I just got to hustle that way I can be ahead of schedule. All right? What do I do before the event? Can I look at the roster? Is there an app? Can I, um, ask the sponsors for the mailing list? Is there some way that I can find my 25 prospects before I even go and then know who I’m going to go see when I’m there? Oh, can I host a private dinner, um, and invite people at the end of the first night and have it be a great dinner? Okay, that’s going to cost me an extra thousand dollars. But that could also make them help me with sales.
So then instead of 25 prospects, I need 35 prospects, right? You start like playing those number games and figuring out what must be true because the answer is not, I’m going to go to a trade show and I’m going to work my magic and magically this is going to be profitable. That like never has happened to me ever, ever, ever. So, you know, here’s kind of a underhanded, I dunno, cool trick. Um, just hosted dinner. Don’t attend the event. Everyone else is there. You don’t have to be there. You don’t have to beat the event. Just host the dinner. You could do that. Be a lot cheaper than maybe paying the ticket to get in. Okay? And you can do that once or twice and then you can get in to the event. Or maybe you just become the dinner person. That’s cool too. You could host a private dinner, you could host a cocktail hour where you buy everyone two cocktails and you just kind of kick it and talk and then follow up with everybody.
You’re making human connections, you know, trade show work like that makes sense. Similarly, you could say, all right, I want to get 10 sales and I want to do this by leaning on an affiliate. So an affiliate as a partner, someone else who’s in the business who is complimentary to you. So an example of a complimentary business is if you sell, um, shoes and someone else sells socks, right? Complimentary. If you sell metal and another company sells metal fabrication, right? You sell the raw materials, they sell the labor. Cool work together. So you reached out to them and say, Hey, metal fab company, I want to do a promotion to your list and I want to sell them these things. Are you cool with it? And what’s gonna happen is if we sell my products, they’re gonna use you guys for the fabrication. Everyone wins.
Yeah, that’s great. How many sales do you think you could get? How big is their mailing list? Right? How do they sell your services for you? That’s a marketing campaign that you kind of think through and you check through this slice of pie model. Like the criteria here to be successful is success criteria. It’s defining what must be true in order for this to be successful, you must do that. We’ve got worksheets that we use for internally, but at a minimum, what you can do is just on a piece of paper, say, how many sales do you need by when? What campaigns do you think can do it? And then break out each individual campaign nuanced on how many sales it can make. And then those campaigns need to be run by individuals who then also have their own success criteria and certain time, right?
You don’t want to say in 90 days this has to be successful. You want to say in 90 days this has to be successful, and in two weeks it has to look like this. And in 30 days it has to look like this. And then we’re gonna check in again in six months and six weeks and then eight weeks, et cetera. Right? So finding the right campaigns that work for you means first understanding what the campaign has to produce in order to be successful in the second one is understanding what your assets are. And the third one is understanding what relationships you have, and then you start pulling together marketing campaigns. That make sense? Okay, so if you haven’t downloaded the care worksheet, go to https://cmox.co/ dot co slash care get it right now and start figuring out what the right marketing campaigns are for you. All right? Take care.