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  • Writer's pictureFinancial Marketing Pros

Pro Tip #2: Run Short, Inexpensive Tests

Not long ago we were onboarding a new client. As we were talking about their various marketing platforms, we learned about a 6-month (non-cancellable) contract for 30-second commercials on cable TV. The price tag was $52,000.

This was their first effort using 30-second commercials on cable TV. So I had to ask the question…Why would you commit $52,000 on cable TV if we don’t even know if it works?

Their response? Good question.

Media reps say that it takes 3, 6, or even 12 months to start seeing results. They’ll tell you that getting any kind of a result takes time — and you just need to hang in there.

We know differently.

Over the past 13+ years we’ve launched hundreds, if not thousands of campaigns. And we’ve learned that if you put the right message in front of the right people, it often works on day one.

In fact, we’ve seen this happen so many times that if a campaign doesn’t produce leads on day one, we’re trying to figure out what went wrong.

Now that you know this…

It’s not necessary to spend a lot of money or commit to a long-term contract when you’re testing a new marketing platform - at least, not until you know you have a proven winner. This will save you a lot of time and money.

When you get ready to test something new, be sure to remove any roadblocks before you launch. For example, don’t launch a new campaign in the middle of summer or near a holiday weekend when you know leads will likely be much slower. There should be no reason for excuses.

Instead, do everything you can to set yourself up for success by asking yourself these questions:

  • Do we have great copy?

  • Do we have a great offer?

  • Are we efficiently reaching our ideal target consumer?

  • How are we tracking leads that come from this test?

  • And what happens if it works? Do we have a system to convert these leads into first appointments?

If you can answer yes to all of these questions, you’re ready to launch.

If you’re having a difficult time generating leads, apply for a free marketing audit by clicking HERE.

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