Sales are becoming tougher and tougher to come by, so in order to understand your market and the conditions causing this, it’s important to acknowledge that Marketing is senior to Sales.
This is why we recently attended the 2019 National Achievers Congress, where the theme was around Marketing and scaling your business, presented by some of the world’s experts. Three of the headline speakers; Gary Vaynerchuk, Grant Cardone and Kerwin Rae, all promoted the relevance and importance of, and the newest and most effective forms of, Marketing in today’s business environment. One of the key messages was,
“The more exposure you aim to achieve, the greater chance you have of dominating that market.”
Grant Cardone – “Internationally renowned business and sales expert” – says your level of success is dictated by your level of exposure. He says it like this,
“Best known beats ‘the best’ every time.”
There are many methods to increase brand awareness and exposure, and the correct platforms must be selected to effectively implement campaigns and strategies.
Three things you need to get right prior to developing an effective strategic marketing plan:
Firstly you need to know your targeted audience inside-out. Not just their age and profession, but their interests and what drives their behaviours.
– Why are they doing the things they do?
Getting into the psyche of the customer allows marketers to see from the customer’s perspective and allows greater understandings of what will attract your targeted audience. This is done by purchasing market research from agencies or via primary market research conducted by your own business.
This research may be costly by taking up resources such as time and money, but the return on investment will be much greater as you understand what drives your customers’ behaviours. Once their drive is identified, content generation may begin and relevant value should be offered in the content.
Genuine content posted on your website, social media pages and blogs are great lead magnets that attract potential customers. However, it’s not advisable to cross-post across social platforms. Each platform has users with a specific mindset.
Facebook users are more inclined to read articles, blogs and watch engaging videos.
The majority of Instagram users are Millennials, with a staggering 70% of users between the ages of 18-35 (Source: Hootsuite).
LinkedIn was flagged at the 2019 National Achievers Congress as the biggest opportunity right now for businesses to get good value, because it hasn’t yet been over-run by massive corporates pushing up the price of advertising (like has happened for Facebook and Google advertising). However, there is only a short window of opportunity here of around 2 – 5 years before it too becomes more expensive. LinkedIn groups are also a great way to gain attention without the need to grow through “likes” or “followers” if you follow the “Utility” style Marketing, by producing content that is informative and adds a lot of value to your audience.
Knowing what interests your targeted audience share in common will help you place your product/service in front of them with ease. Through paid advertising platforms such as Facebook, Instagram and Google Ads, selecting the correct demographics is as simple as selecting an age group, gender, profession and interests of your targeted audience…
“Content is king but context is God” – Gary Vaynerchuck
A strategic schedule will automate processes whilst boosting your return on investment. Have posts scheduled while creating content so you have a bank of content at your disposal.
Timing is everything!
Find out when your targeted audience is most active on that platform. The content created can be used for advertising on Google Ads and social media posts to grab the attention of prospective clients.
Money goes where the attention is
Make some noise on your social pages!
Have a launch coming up? Prime everyone prior to the launch with reminders about how your targeted audience can benefit from your product/service.
We all know that “Word of mouth” is an extremely effective marketing tool that, when used properly, will boost the bottom line of your business drastically. People are more likely to believe the great things their friends say about you, than the things you say about yourself. This method has long been regarded as “organic” rather than “digital” in its nature. However, when you provide amazing content that’s shared through your social media, the clue is in the title “social”… your network sharing with their network is like a real recommendation at a BBQ or other social event. It creates trust and recognition.
“92% of consumers believe suggestions from friends and family more than advertising”. (Source:Nielsen)
It’s extremely difficult to utilise word of mouth if you’re not putting your product/service in front of the right people. Or worse, putting the right product/service in front of the wrong people.
So how do you put your product/service in front of the right people?
Strategic Digital Marketing
We’ve all heard the terms social media marketing and digital marketing before, but what exactly do these mean and how can you use them to your advantage?
Facebook has 16 million users in Australia (Source: 2019 National Achievers Congress), and these users are all eager to consume good content. Quality content needs to be engaging and provide value to your follower base to get them returning to your page.
You shouldn’t have a call-to-action on every social media post. This comes off as pushy and salesy. A good ratio of “offering value” to “asking for a sale” is around “four to one” 4:1. An excellent book that explains this marketing theory is “Jab jab jab, right hook” by Gary Vaynerchuk. Direct selling is slowly becoming less effective as “Utility” marketing is on the rise.
“Utility” marketing is generating content that has no call-to-action within the content and only provides real value to your follower base.
This may seem counter-productive, but exposing your brand without having a call-to-action allows your business to be seen as experts in the industry. One of the experts who presented at the 2019 National Achievers Congress only releases “value-based” “Utility” content all year with zero call-to-action, except for three times a year, when he’s launching a high value course. By the time he’s selling, his prospects are desperate to buy from him because they’ve already seen the value he provides and have already gotten so much value out of their relationship with him.
Experts that have extensive knowledge pouring out of their brains to educate their followers, rather than being sales focused, will have more qualified leads and a greater client retention rate.
So you have a strong social media presence, you know exactly who you want to target, and are posting quality content.. but still not getting the results you want?
“In Google, 2% of advertisers get 50% of the traffic.” – Perry Marshall.
What is it that you’re doing wrong?
The markets and customers are constantly changing. New communication methods may work better than others and an adaptive strategy trumps a set schedule.
Basically, you need to enhance the experience you provide to users through your website, social media and landing pages. This can range from website speed to user interface or even specific keywords that are stunting your exposure.
Post original content, thought-provoking statuses and share other relevant posts as often as you can. Don’t expect a massive follower base if you’re not providing quality content on a daily basis. Once you have people engaging on your page, it is a MUST to engage back with them. Like their comment and reply to it, creating conversations on SOCIAL media. This encourages other followers to engage with the content and each other, bringing more engagement, resulting in receiving more exposure by the platform algorithms.
Single Keyword Ad Groups (S.K.A.G)
One method we’ve found to be very effective in Google Ads, having 1-2 relevant keywords MAXIMUM per ad group in Google Ads narrows down your search. This may also seem counter productive, but limiting the keywords allows your ads to be more relevant to that keyword and jump ahead of the competitors.
It’s easy to stand out from the crowd when you know who your crowd is. Find the audience, create the content, make some noise and you will be an absolute champion at marketing your business!