“Take the long view.” “It’s all about the customer.” “You can’t over-market.” “Speed of execution is as important as quality of execution.”

The advice for marketing like this is endless and often contradicts. It’s because it’s so easy to find excuses for unsuccessful marketing strategies or blame the business marketing team for disappointing results. Maybe you’re tired of hearing these contradicting (and often absurd) marketing principles.

We’re here too! If you’d like to succeed in marketing, you must create some guidelines for doing something better than your average business. Five rules for excellent marketing

1 Always Be Testing

If you do not test your marketing strategy, you’re putting yourself at risk as you’ll be unable to tell whether your marketing strategies have been producing positive results for your business. Perhaps you’ve been advertising on a television station for years, but have never had an inquiry from a potential buyer or perhaps you’ve created a website that has plenty of content however, you’ve only had one person visit your site , and there are there aren’t any sales. 

Absolutely, you should make every marketing effort you believe will produce outcomes. Don’t abandon the idea. Be proactive in discovering what kind of promotions produce the greatest results for your business. Also, take the time to discuss and respond to any questions that testing generates.

2 The Best Strategy isn’t Always the Most Successful

As previously mentioned People tend to blame marketing for problems that don’t work according to plan. Many business professionals believe that if their business is performing well, then its marketing is performing well. They might also believe that if they can understand what’s working in their competition and can replicate the same success for their own company. However, this idea is frequently wrong, since things that may be “working” for one company could not be the same for other companies. What could be a great marketing strategy for one business can be a complete failure for a different company.

Don’t sit around and assume that the same strategies that did for your competitors will be effective for you. Determine what is effective to benefit your company. It doesn’t mean you have to run test after test test after test. If you want to find out the things that are working for your business look at what customers are responding to the most positively to your marketing. Ask your customers to explain why they bought from you. Make aware of your questions as well, as you assess your results. Have your customers provide specific feedback on the efficacy of your marketing and product review site, or contact us form.

3 Advertising Can’t Do Everything.

When you start an entirely new campaign, people feel that you have to keep running the same ad for months. They are worried that you’ll get bored and worry that you’ll lose customers when you’re not able to fill your ads. 

I’m with you that you must explore different approaches to your marketing. If you’re running television ads it’s possible to print advertisements or mail direct mail in order to draw people to the TV campaign. Don’t attempt to all of it at once. It’s not necessary to run two different TV spots one for print and another for online. Try your best and try your best as you can. If you can do that you’ll never fail at marketing.

4 Keep Your Eye on the Goal

Your marketing strategy shouldn’t be just a set of strategies to “work for us.” Your marketing strategy should be carefully developed to attain the result you’re seeking, not just the one you’d like. If you’re just trying to reach the objective of increasing sales, then a huge marketing campaign might be effective, but it will not make the objective meaningless since sales won’t increase. 

If you’re trying to find new customers A targeted marketing campaign will yield positive outcomes. If you’re trying to attract more customers, this won’t be effective. If you’re trying to establish an emotional bond between your company and its clients, it could be the best option. However, it’s not the only option. Marketing should assist you in achieving your main objective: to boost sales.

5 Develop marketing strategies

Keep in mind that you should develop marketing strategies based on the business’s main objectives. If you’re running a huge brick-and-mortar business, you can afford to put together a massive advertising campaign that is high in traffic. 

However, if you’re selling wines in a small store it’s not in your best interest to have a massive advertising campaign, especially if you’re just increasing the number of customers you serve. In doing this you’ll likely get caught in a vicious cycle of marketing and advertising where you over-saturate your market and undermine your capacity to serve your client base efficiently.


Be open to trying something new with your marketing. If it’s successful, great! If not, no harm, no problem. It’s just a learning process. If you’re not seeing the results you desire examine what’s working and what’s not. Make a few changes the weaker areas. If your results turn out to be the case that your weak spots are linked to your stronger ones, if your sales decline is directly related to your lower order-response-rate, you could eliminate the low response rate and boost sales.

If you have the right marketing strategy and the correct strategies, you’ll be able to focus on what it is you need to do for your business: gaining more customers.

About Author

Michael Henderson