For anyone interested in succeeding with a basic marketing plan needs to focus on some important elements of a plan that targets the most appropriate audience and produces a specific result. For your marketing to be truly effective, you should consider using multiple media forms.

There is so much competition today that the messages you use need to be unique. The effectiveness of any marketing campaign is directly correlated to the quality of your list and offer. Before you even begin, think about your product and what motivates people to buy.

Over the past twelve years I have found that marketing results are relatively consistent when sound marketing practices are applied. These techniques can be effective in virtually any industry and with any type of campaign you have. Consider developing your marketing campaign using these strategies:

Set specific marketing goals. Before you start, think about what you want your marketing campaign to accomplish. Most marketers focus on conversion but you need to define what that means for you and your business. Some marketers are looking for a sale while others are looking for a download. Before you get started, consider what action you want your respondents or visitors to take and how you are going to measure the result.

Segment your market. Don’t try to market to everyone. If you do, your campaign will not be successful. On the other hand, if you consider the specific audience you’re looking to attract and find them, your chances of success increase tremendously. Review your current customer and find others like them if you wish to generate a positive return on investment.

Identify key messages points. What are the messages that resonate with your audience? Have you used headlines or email subject lines that have performed extremely well in the past? If so, use them to create a baseline and try to improve in later campaigns. You need to speak in the language that resonates with your customers if you are going to grab their attention and gain their trust.

Test your offers. The only way to run a successful marketing campaign is by testing various offers. Your offer is an essential component for driving results. Your best bet is to test multiple offers simultaneously by splitting your list or testing offers. Once you find and offer that works, try to beat its results during the next campaign.

Use integrated marketing. To get the most from your marketing campaign, do not rely on a single email, advertisement, or post card. Think about and select the media that your segment uses to get information on a regular basis and purchase the products and services they want. This method can help you determine the best way to reach them. Once you have develop a marketing campaign, utilize as many of these media types as you can to convey your message and offer.

I’ve discovered that using these marketing techniques are essential for producing a positive return on your marketing investment. In addition, be aware of campaign timing. Even if all of the above criteria are met, your campaign may still fall short if you havent exposed your audience segment to the right message at the right time. It all comes down to timing.

Consider each of these steps before creating your next marketing campaign in print or online. Your marketing is only going to be successful when you set specific goals, segment your market appropriately, use effective messaging, and create a compelling offer. Experiment with different media to get your message across and deliver a winning marketing campaign.

Michael Fleischner is an Internet marketing expert, author, and blogger who helps small and medium sized businesses enhance their marketing results. Discover powerful marketing strategies at The Marketing Blog.