Following on from my last post about high quantity marketing strategies, in this post I’ll be looking at high quality strategies. After reading this post you should have a pretty good idea about the advantages and limitations of both these approaches – and which, or what mix of both is right for you.
Some examples: Search engine marketing (SEM), promotions on your own website, Facebook posts directly to people who have liked your page, certain types of email marketing, white papers, television ads.
High quality marketing happens when you are delivering a highly relevant message to people who are already on their buying journey for a product you sell, or already engaged with your brand or product.
Because you are making the message very specific and highly targeted, the number of people it will reach will generally be a good deal smaller than high quantity marketing. On the flip side, because you are offering people what they want, the chances of getting high quality leads and sales from this type of marketing is much higher.
Some key features of high quality marketing include:
- Generally higher cost
- Highly targeted
- Suitable for all types of messages
- Deliver higher impression : conversion ratio
Generally higher cost
The old adage of “You get what you pay for” applies to marketing channels, too! High quality marketing delivers your message in a more targeted manner, which costs more to implement. Basically, you’re paying more to make sure the people you’re reaching with your message are more likely to want to know about it.
High quality marketing strategies aim to deliver results by showing your message to a generally smaller audience, but one that is much more disposed to engage with your products or services. For example, you can narrow down your audience for a Facebook sponsored post based on any combination of age, gender, marital status, geographic location, interests and more.
The narrower you make your targeting specifications, the fewer people will see your message – but the more likely it is to be really relevant to them. The trick is to find the right combination of targeting and reach, for optimal results.
Suitable for all types of messages
Essentially any type of message can be delivered via high quality marketing strategies – although it will really pay off when you’ve put a lot of thought into the outcomes you’re trying to achieve, and how the message you’re sending will help you to achieve them.
Do you want to introduce a new product? Boost sales by 15% by the end of the year? Increase your market share of a particular age bracket? A message aimed at achieving a specific, achievable and measurable goal like these will give you better outcomes and an easier-to-measure return on investment than a generic brand awareness campaign.
Because high quality techniques deliver your message to a more targeted audience, the people reached are more likely to be naturally interested in what you have to say. Think of an ad shown during a cooking reality TV show with a celebrity chef endorsing a product, or post on trends in bathroom designs shared with people who have liked a home builder’s Facebook page.
This higher level of interest translates to a higher rate of engagement – that is, interacting with your message by taking action. This might be in the form of an enquiry, clicking through to a page where they can find out more, or perhaps a “share” or a “like”.
More than this though: if you are investing in a high quality channel, part of your strategy should be to ensure that your message is as engaging as possible for your audience. The more engaging it is, the better it will perform.
Deliver high conversion : impression ratio
Because high quality marketing delivers a more engaging message to people who are more likely to be interested, it’s likely that a higher percentage of them will take action, like submitting an enquiry form.
As they’re also more qualified leads – either they’ve already engaged with your brand, or they’re already in the buying cycle for the product or service you offer – they’re more likely to turn into a sale once they have taken the initial step.
When should I use high quality marketing?
High quality marketing delivers a higher possibility of sales from the leads generated by the marketing – and while more expensive than high quantity marketing strategies, the extra outlay is essentially an investment to drive sales.
If you have enough of a budget to support them, high quality marketing techniques will give you the best results. When done right, it rarely fails to give a significant boost to your business. However, it can be quite an investment and so should be done with good planning and strategy.
Setting a budget up front allows you to ensure that you’re using your money in the most effective way. Clear goals, measuring results and importantly, analysing outcomes, are all essential to make sure you’re getting the best bang for your buck.