Having the biggest, boldest, most expensive marketing campaign is not always the best way to reach your target audience.
Yes, those campaigns can be glossy and pretty and wide-reaching. But are they reaching the right audience?
There’s always an inherent risk to any business, but wouldn’t it be great if there was a way to minimize the risk of reckless ad spend and make sure your campaign is the most effective it can be?
After years of helping businesses around the world maximize their potential and achieve goals, I know that there absolutely is a way to find and reach your strongest market. And I know that there is a smart, cost-effective way to do just that — through a system called Agile Marketing.
The Agile Method
Simply, Agile Marketing is a way of breaking up big projects into more bite-sized pieces that are ideal for testing or limited releases. What this method does is provide a fast, transparent, and easily-adaptable framework for both building a release and modifying it as needed to guarantee success.
By “micro-testing” releases, making small tweaks and changes to each release and analyzing the effects, seeing what works and what doesn’t, we’re able to build towards the output with the best chance of success. We spin the dial until we have the right combination to unlock the primary clientele.
Because our campaigns are based on a series of minor changes or installments, you don’t need to drop big sums of money all up front. What’s more, the Agile method is catered to the unique needs of each campaign and client.
Every business is different, and exploring that individuality is the best way to ensure success.
The goal is to make 80% of your results on only 20% of effort.
Micro tests are all about constant refinement, not major overhauls. As such, we’re looking to review and make small adjustments to each release, making incremental improvements to increase our results. If not, we go back and tweak it again. And we repeat that process until we get the results we want.
The point here is that you don’t waste time and money taking big shots. Learn from each small change. Slow down. Use baby steps to find the path that’s most promising.
Failure Isn’t Always Failure
Just because a marketing campaign didn’t yield any sales doesn’t mean it was an outright failure.
On the contrary, the lack of sales can be a major point of insight. There’s data to be gained from the fact that the campaign yielded no responses. And that data is that that particular method didn’t work. You now have a perfect metric of what not to do.
From there, you modify, and if you only get one sale on the next campaign that means that whatever you did differently was a step in the right direction. You can then continue those steps, making the successful part of that bigger and more wide-reaching so that your third campaign yields even more sales.
By chipping away at the entirety of the market, you’ll eventually carve out the one that’s most receptive.
The Proof Is In the Coffee
A few years ago, we were able to put the Agile Marketing framework into action on a healthy, acid-free coffee company with remarkable results.
Prior to our Agile campaign, the company had been targeting all of their marketing efforts on the health aspects of their coffee. They exclusively targeted customers based on their health interests with a broad pitch of “be healthier, now.” The problem was, it was simply too broad. Sales were made until a certain point, but then they hit a plateau. So we took a step back, using Facebook marketing campaigns to start slow and work our way up.
By using the data gained from Facebook’s advertising tools, we were able to modify the campaign to target people the acid-free coffee would specifically help with health issues. We found that there were many people out there whose illnesses prevented them from drinking coffee and who would be perfect candidates for this company’s coffee. By identifying those suffering from ulcers, pylori, and similar conditions, we were then able to modify the campaigns to connect with people that needed our solution.
We issued 5 mini-campaigns to target these groups. Two went okay, two went bust, but the fifth? The fifth was a direct hit. Instead of 600 to 1000 clicks, our fifth campaign got us more than 7,300 responses from those with ulcers.
Using the knowledge gained from the micro-tests, the company was able to affordably see where their advertising would be most successful before pouring all their ad spend into one risky campaign.
Advertising and marketing campaigns are not cheap. They take time and money and care to produce. What Agile Marketing does is provide a dynamic, calculated approach to find the best path and avoid breaking the bank in the process.