What are my most successful marketing and advertising tactics to help turn dreams into multimillion-dollar corporations?
What have I learned to have won 118 marketing and advertising awards?
I recently spoke to Leonard Scheiner, host of Unleash Your Brand, a national podcast about marketing and advertising strategies [see link below for the full video interview].
The topic was how to advertise in uncertain markets for entrepreneurs and service-based businesses.
I told Leonard that one of the key strategies for entrepreneurs and businesses is to project “authority.”
Whether you’re a business owner, startup, doctor, accountant, lawyer… whatever, you must come across as an authority… someone who is the ultimate expert in your field.
My full-service advertising/Marketing firm, CDMG, has over 40 years of experience taking start-ups, entrepreneurs, and small businesses and making them successful multimillion-dollar companies.
One of the best ways we’ve found to bring “authority” to our clients is through newsletters. They showcase how knowledgeable the business or person is in their field, creating that “authority” and making clients feel they are losing out if they don’t employ their services. No matter the profession, you must promote their Unique Selling Proposition (USP).
Lead generation is profitable when you have quality leads… Here are 7 ways we do that:
Tactic 1: No matter the profession, you must promote their Unique Selling Proposition (USP).
A Unique Selling Proposition (USP) is a marketing concept that highlights the distinct benefits or features of a product or service that set it apart from competitors. Essentially, a USP answers the question, “Why should a customer choose this product over any other?” It’s an essential part of any marketing strategy because it helps to focus the messaging, align brand values, and communicate what makes the offering unique and valuable.
A strong USP creates an unforgettable identity in the marketplace, helping a product cut through the noise and speak directly to the customer’s needs.
Tactic 2: The second step is to generate qualified leads at a high ROI from the marketing campaign.
Generating qualified leads at a high ROI is crucial for a marketing campaign because it ensures that the investment spent on attracting prospects directly translates into valuable potential customers who are more likely to convert. Qualified leads—those who have shown genuine interest and meet specific criteria aligned with the target audience—drive higher conversion rates and, ultimately, more revenue. By focusing on qualified leads, marketers avoid wasting resources on uninterested audiences, maximizing the return on each dollar spent. High ROI campaigns also enable businesses to reinvest in more effective strategies, scaling growth sustainably and efficiently.
This can be achieved by reusing a “free” valuable report, making you an “authority.”
Tactic 3: Once you get leads, you can build a database. Building a database of prospective clients is integral to the success of your business.
That’s how you’ll grow. They’re gold. Lead generation and staying “Top of Mind” are important factors. Even if you lose a client or customer, once you have them in your database, you can get them back over time.
Tactic 4: One of our more successful lead generators was sending out 3-D direct mail pieces. They are little packages or boxes that we FedEx or send UPS, with a strong call to action cover letter with it… something that makes people want to open it.
For example, one piece we sent out was a puzzle maze. The prize was $5 if you navigated the maze. Of course, it was difficult, forcing people to call a special number to get the solution. It was the only way to get the puzzle to open so you could get the $5. Now we have their information. It’s a great way to grow your lead database; the ROI is terrific—15-20%.
Tactic 5: Another great technique we use is videolog. You get this packet by Fed-X or UPS, with great graphics and a call to action on the front. Once you open it, you see a video message presentation of your offer. The ROI on that is tremendous—50-90% response rate.
Tactic 6: Direct mail is retargeting another tactic. For example, potential customers visit a website or landing page. We are able to grab the physical addresses of the people coming to our clients’ websites. Once we have their addresses, we then mail out a direct mail piece. It could be as simple as a promotion or special offer postcard. The response rate on that is huge because it’s a hot lead.
Tactic 7: In addition, a great tool we use is geofencing. Geofencing allows businesses to target specific geographic areas and deliver personalized, location-based content or offers to their target audience. This can help increase foot traffic to brick-and-mortar stores, drive online traffic to websites or mobile apps, and ultimately boost sales and conversions.
Let’s say a client is at a trade show or industry conference in a certain city or town. Using geofencing, we can get data on local prospects in the area… people who want the client’s product or service and send them a Facebook or Instagram ad or pre-rolls on Rumble or YouTube—again, the response rate is phenomenal.
Of course, we can’t forget the media channels. I’ve covered that in my book, The New Multichannel Integrated Marketing: 29 Trends for Creating a Multichannel, Integrated Campaign to Boost Your Profits Now.
There are the traditional channels—TV, radio, Cable, SiriusXM—but podcasts have a much better ROI. Digital, email, and direct mail used as part of an integrated, multichannel campaign, can increase responses by 84%.
Today, with all the technology and data available, we can quickly see what’s working and what’s not. So, we can drop what’s not working—that adds a lot of accountabilities to advertising and saves the client a lot of money… we can then focus the client’s budget on what is working.
I recently discussed these tactics in full with marketing influencer Leonard Scheiner. [Click HERE] to watch my interview with Leonard on his podcast, Unleash Your Brand.
That’s especially important when there is economic turmoil or uncertainty like we have today.
That’s why I’ve created a Special Report on How to Market During Economic Turmoil.
Many of our clients are in the investment and finance industries, so I understand how economics plays a role in the success or failure of a business and marketing campaign. I’ve seen six recessions, high inflation, and boom and bust economies during my long career.
Everyone today is suffering from high inflation… they’re wondering what will happen to the economy and how they will market in this type of uncertainty.
I’ve compiled all of that data and put together a Special Report to help companies thrive and survive during difficult and uncertain economic times. The report also covers how to communicate issues such as rising prices to your customers.
I’m offering these must-have solutions on How to Market During Economic Turmoil for a limited time.
You can get your free copy of this Special Report at www.directmarketingupdate.com.
If you want to learn more about how CDMG can help your business grow, contact Michael Oppenheimer at 615-933-4647 or email him at [email protected].
[Click HERE to see my 30-minute video interview]
In my book, The New Multichannel, Integrated Marketing: 29 Trends for Creating a Multichannel, Integrated Campaign to Boost Your Profits Now, I reveal everything you need to know now about creating a profitable, accountable marketing campaign using today’s cutting-edge strategies.
Get an autographed copy for 20% off today!
