Originally published September 12, 2019 , updated on September 6, 2024

As the varied and wide expanses of worldwide marketing have shown, no two strategies are alike. Each strategy will have to cater to different project needs, and knowing which strategy will work best for you is the starting point in any successful endeavor.

One of the most difficult hurdles to overcome in marketing is the mass amount of effort needed to create an end product worthy of beneficial responses.

In all things, there are those who thrive and those who dwindle; with the latter coming in at an astounding 65%. It’s natural for one to start asking why. 

What is it exactly that “successful” marketers are doing that the less experienced ones aren’t? 

Original Research in the World of Marketing 

What sets successful marketers apart is that a vast majority of them have admitted to using original data wherever possible.  

The real question is: how do they do that, and how can you do it too?

If you find that you are one of the unfortunate marketing minds struggling down an unnecessarily rocky path, the good news is that you’ve started asking the right questions. Better yet, with a few tips and tricks you could completely change your marketing approach for the better.

So let’s get to it.

Game Changing Things Marketers do to Improve Their Approach 

Applying a Focused Effort 

A leading component to successful original research in marketing can be summed up in one word: focus. This means finding original content and uplifting sales. 

While working within a budget, we tend to want our resources to do a lot of things while sticking to a basic costing structure.

In most cases, this can, and often does, lead to a cluttered and potentially ‘copied’ end product. It costs less to build on an already established idea, after all.

However, this is where pack leaders and successful marketers tend to break away from the norm. They do not limit themselves by using pirated ideas, and they definitely do not try and cram a potentially successful idea into an unrealistic budget. 

What makes these successful marketers shine is that they understand that the end result should never be a reflection of what you could afford, but rather present an uplifting goal or achievement that benefits your company and any potential clients simultaneously. 

So, wanting to do your content and business justice comes down to how you focus your ideas:

• Always start by defining your marketing goals: immediate, short term and long term.
• With these marketing goals in mind, start asking the questions that really matter. Look at your marketing ideas with a narrow perspective and cut to the simple truths of your chosen path.
• Find the originality in each point, instead of relying on well-used ideas to define your outcome.
• Create realistic cost parameters that are not so small that they affect your implementation, but not so large that you cannot afford them.

Getting Your Concepts out to the Public  

Marketing can be seen as the art of give and take. When done correctly, it’s a gift of solutions a business provides to the public. The take is what they get back for their efforts. 

In order to get your content properly noticed, you need to go to the people for your original research. You need to find your readers and transform your ideas into action.

There are numerous ways in which a wider content coverage can be achieved – including media mentions and backlinks. When it comes to the application, each method can provide a different type of success when used right, and while some may work better than others; a defining step leading marketers take is choosing the right method for their end goal.

• Upon reflection, one of the most popular forms of marketing outreach is achieved through medias mention, which can include blogging, social shares and general public recognition.  
• Statistics have shown that as much as 69% of successful marketers create partnerships with other leading web organisations; and this usually consists of social media platforms. By doing this they are able to get their marketing content out to more people and make the potential for backlinks possible.
• Mainstream marketers make use of both outbound (advertising) and inbound (content marketing) techniques to generate hype for their content, but, any established professional will advise that finding the balance between the two can either make or break your approach. 

Using Effective Survey Technologies for Original Research

Another highly effective technique that separates successful marketers from their less-successful peers is the ability to write survey questionnaires that provide an elevated level of interest and storytelling.

While producing surveys and generating questions may seem fairly straightforward, there is actually a proven science that goes into creating a successful survey:  

• Successful professionals take the time to establish how they want their audience to think differently as a result of their content and what it provides.  
• They define the story they want their marketing to tell, and gear the related questions in a complementary way, e.g. including life goals for younger respondents.
• They use respondent disqualification technology to maximise their selection process, e.g. age, sex and race. This helps ensure the surveys are being completed by the precise group of people needed at any given time.
• They use survey logic technology when needing a survey to perform optimally. This allows a survey to ask the right questions in relation to the feedback the respondents provide, thereby avoiding incomplete surveys due to lack of knowledge or interest.

Degrees of Demographics

A great upselling trick used by industry professionals in their original research is including the ebb and flow of public consumption and patterns aka demographics. There is always some form of peer pressure prevalent in our day to day lives. And established marketers not only understand this but find ways to use it to their benefit.

Obtaining a successful marketing impact can easily be achieved by using demographics. Whether concentrating on age groups, branding and public consumption or business details like company sizes, industry influence or noteworthy accomplishments. 

• Researching demographics is not only beneficial, but crucial when wanting your work to seem credible. 

• Successful marketers often use statistical data relating to popularity, populations and group trends in the form of “comparison.” For example, using data in men vs woman scenarios, or saving percentages in one service vs another. This often lends them an edge over their competition. That’s purely because they are “In the know” and able to work that knowledge to their best advantage. 
• Highlighting the attitudes and habits of different generations can also work in one’s favour; especially when targeting younger respondents. The better it makes them look, or the more impressive it seems the more they will want it. Look at celebrity presences in marketing – This is why they do it! knowing your targeted audience and customizing your efforts accordingly by applying relevant incentive could greatly benefit your end goal.     
• Another one of the most successful benefits of demographics is that they can be very dependable and recurring. Generally the public is very prone to patterns and overtime come to expect certain things. A great example of this is summer or winter sales, as the seasons change people start to expect certain types of marketing, offers and sales. Tapping into this is a great way to boost your revenue.   

Creating Original Content is what Success is all About!

There’s an important aspect, and probably the most defining difference, between those who succeed and those who don’t. And that is the ability to not only create quality content and a healthy outreach but use the momentum gained to generate future directions and accomplishments based on the feedback given by clients. 

Getting your company on the map might be the first step of marketing and original research. But as so many successful professionals have learnt; it’s the ability to not only make today a success but also convert that proactivity towards the days to come; through adapted content creation.

So go ahead and make your mark, keep these tips in mind and soon you’ll be in successful category too! 

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