5 Marketing Secrets the Professionals Don’t Want You to Know.

Start Your Own Venture
February 2015

This is a guest post by Ben Campbell.

If you’re not a professional marketer then a few trends and techniques may have passed you by while trying to promote and run your own business. Here are a few secrets that marketing professional keep close to their chests.

1. The Untapped Market.

In the digital marketing world, there are so many saturated markets. So saturated in fact that consumers are getting very good at ignoring adverts (on social media, for example). This means that businesses have to work very hard to get noticed. Perhaps it’s time to look into something like this and set up your own SMS marketing campaign.

This is a much more personal way to reach people and with a 98% open rate, it’s a great way to get your message in front of someone.

2. A/B Testing.

This is usually something you hear in relation to pay-per-click adverts but it’s a useful tool in many respects. The idea is that you test two adverts (advert A and advert B) to determine which is going to be the most effective. If you aren’t sure which approach is going to be best for a marketing campaign, this gives you the chance to test different methods and adverts before committing to a large spend.

For example, you could try two different Google adverts to see which brings the most clicks through to your website. Or you could trial two different landing pages to see which bring the best conversion rate from an advert.

3. Automation Can Help Hugely.

Automating things like SMS marketing, ecommerce communications and targeted advertising can really help to free up time to spend on the more time consuming areas of marketing (such as content creation and PR). This is where software such as Salesforce, Global Messaging or HubSpot comes into its own as you can see all sorts of data in just one screen.

This makes it so much easier to optimise your marketing activity.

4. Create Buyer Personas.

Think about the kinds of people who buy your products or use your services. Drill down into the kinds of lives they lead, who they are and the things they like. Think about where they spend their time, the social networks they use and how they like to be contacted. Don’t be afraid to give each persona a name (as well as a few hopes and dreams).

Once you have a few different buyer personas, you’ll be able to better target your marketing activities. You’ll have a better idea of who your customers are and you’ll also have a guide to your target market for new staff.

5. Target Those Niches.

Sometimes it’s more cost-effective to target a very small cross-section of the population. This way you know that when you pay for a click, you know it’s coming from someone who truly might find your offering helpful, and this often translates to a higher conversion rate.

Instead of trying to target as many people as possible and hoping that you just happen to find someone who’s interested, consider only reaching out to the small groups of people who are interested in what you do.


unnamedBen is an accomplished and experienced freelance writer who has featured in a number of high profile publications and websites. If he’s not reading the financial times you’ll find him listening to live music or at the coast surfing.

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