“A lot of people use sponsored posts and other paid advertising, and it seems that many are happy to simply pay the money and watch the views and clicks roll in - even if some of those clicks are from individuals tangential to the product or service they're promoting. Most platforms allow you to specifically target your sponsored posts and ads, and my tip is to do so following a period (even if it's only a short period) of actual research. Your gut instinct might tell you a lot about who your clients are, but you should also take the time to find out for yourself - which profiles of consumer spend the most? Who are the ones who return time and again? Where are more of your clients based?” -Elliot Simmonds
“It’s imperative to understand the value each channel offers. Search advertising platforms, such as Google Adwords, work best when there is a clear demand for your product or service, and you want to target people who search for your product or service online. Search advertising is less effective for a startup that has created a new and innovative product never before seen in the market. Or for something that most people buy at brick and mortar stores and rarely search online. In these cases, you want to create demand from scratch. That’s where Facebook fills the gap. Facebook users fill out their profile with demographic details and other interests. This means you can target people who are likely to be interested in your business, whether they are searching for your business or not.” -Hitesh Sahni
"When advertising on social media, it's important to refresh your creative often so that it is relevant and so that users aren't seeing the same post more than once. When testing variations and trying out new campaigns, look for images that have a consistent aesthetic so that your overall social campaign will feel familiar, but not repetitive, to users who may come across more than one ad. Overall, you want to make sure your social ads tell a cohesive story, and that the image aligns with the copy, which aligns with the CTA or link content, which of course should align with your branding."
“Think about changing the mantra from always be closing, to always be helping.” -Jonathan Lister
“You should start building your social media platform the moment you decide you’re going to sell something, whether that will be two days or 200 days from now.” -Guy Kawasaki
“Start targeting users who are near the bottom of the funnel. For instance, in-market audience targeting allows Google to observe user history to better understand where they are in their buying phase. This will then allow retailers to target potential customers who are further down the funnel and are close to making a purchase. Currently there are 492 different market audiences to reach. Targeting methods like this are often overlooked by marketers and retailers so it’s important to take advantage.” -James Kirby
“Focus on one content type (is it textual, video, audio, in-person), one platform (my blog/website, iTunes, YouTube, etc.), and consistently deliver relevant content to a specific audience, over time. That’s it. In the beginning I became so distracted about trying a little bit of everything that I wasn’t great at anything.” -Joe Pulizzi
“When it comes to digital advertising it is important to remember that for any business to be effective, they need to know who their audience is, which social media sites their audience spend time, and then they have to make sure to be able to provide content for the platforms their audience spends time on. When it comes to marketing through social media, Facebook is definitely leading the race because they have the best options to define who you want to market to and you can set whatever budget you are comfortable with. Facebook also allows you to target your audience based on up to 10 interests of your audience. This is why it's important to have a defined target audience, you have to know what they like to do and what they want so you know how to create content that will capture their attention.” -Sean Gallahar
“1. Your social audience is not a single undifferentiated blob of people trying to friend others or find deals. They can be divided and defined into distinct behavioral groups with distinct missions, when interacting with your brand.
2. The social channels represent a living, breathing group of people voicing opinions and responding to world events. They are in constant flux. Developing a capability to monitor this in real time and responding to it with agility is critical to being relevant to the social conversation.
3. Just because there are more likes or more shares does not mean that the consumer is going to walk into a store and buy. While there is some correlation, there are many other factors in play like paid or organic social, cross-channel effects, size of target audience, social interaction themes, competitive social media, etc. A brand needs to connect the social media with sales, ROI, registrations and leads.”
“Facebook has allowed you to take word of mouth to a whole new level. Now, more than ever, recommendations from friends have a huge impact and can sway even the most cautious consumer. To do this, you have to get in front of your clients-past, present and future. We know that Facebook followings don't happen overnight for businesses so how could we possibly assemble a tribe in a short period of time in an effort to jump start your social media presence? Facebook has a great advertising model in place that enables small businesses to advertise to very specific target markets very easily and without breaking the bank. Even with a modest investment, you can reach your clients and get them on board. Facebook can be a powerful advertising tool if used correctly. Make sure to try out some ads, test them out and figure out what is going to work for your organization.” -Jayme Pretzloff
“The best digital advertising tip we can share with business owners is to ensure that your campaign is integrated with your other marketing channels. An integrated marketing campaign will garner much better results than any single initiative. For example, Facebook Ads work really well on their own when promoting a sale or publicizing a new product, but it works much better when supporting another marketing channel such as email.” -Adam O’Leary
“What is increasingly becoming more and more effective tool for marketers is utilizing geo-fencing in combination with digital advertising to engage consumers at the right time, with the right message to drive in-store traffic. These types of campaigns typically generate three times the amount of foot traffic and produce a 27 percent increase in sales on average. What makes geo-fencing so powerful for marketers is the ability to target consumers based on their interests and engage them by delivering offers that will push them down the path to purchase. Geo-fencing allows marketers to draw a virtual fence around any address or point of interest and send a notification when a customer crosses that line. Whether it's a small business owner or a large retailer, they can use this technology to grab a customer's attention before their competition does to deliver timely offers that will drive in-store traffic and ultimately revenue.” -Andrea Mocherman
“Social media doesn’t transform your business overnight. It could take months or in some cases longer to see any real growth or measurable results. But that doesn’t mean it’s not working. It just takes time.” -Jenn Herman
“Before all other things create content that is valuable to your target audience. Master that skill first then focus on best practices for content marketing and SEO” -Ryan Hanley
“If you’re looking for fast or strong results, you might be tempted to scale up your strategy quickly or invest a lot in producing more content. This is somewhat advisable, but only if you’re adhering certain quality standards. In the content marketing world, it’s far better to have one solid piece of work than a dozen mediocre pieces.” -Jose Vasquez
“Get over the fears of messing up or sounding stupid. Just write the way you talk and you’ll be able to knock out your first draft in no time.”
“If you want to become a better writer, become a better student of your reader. It’s actually pretty simple. Great writing is connecting with readers in a meaningful way. You won’t be able to perform that task unless you get in their heads. ” -Neil Patel
“Since native ads look, read, and feel like non-promotional content, ad blocking technology does not prevent them from displaying. Native ads have already been trending, but with more ad blocking panic setting in, these babies should become an essential part of your digital marketing strategy.” -Margot da Cunha
“Wearable technologies – considering that very few people can access them now – will gain real traction in about 3-5 years. When they do, however, digital marketers will be able to capitalize on our attitudes, behaviors, patterns, and trends.” -Tristan Jasper Escoto
If you are in business then you know the value of marketing. You also know how daunting this task is to keep up with this everchanging landscape. In today’s marketplace, you must have an in-depth knowledge of how this landscape works and what to expect for tomorrow outcome with today’s marketing efforts. To help you understand how this marketplace looks today in the digital world, I put together this outline to help you navigate the digital market place.
First if you understand these four keys you will be able to crack the code to generate sales for your business.
1. Market- You know your business. You are selling a service or a product. But, do you know who is the best demographic to market to? If not take some time to analyze your past sales or even learn who your competitors are marketing to. You will have a better idea of your best clients and where to spend your marketing efforts. Understanding this demographic will greatly focus your marketing efforts so you do not spend money where it is unnecessary.
2. Message- What are you trying to say to this demographic? Does your message stand out from your competition? Take the time to review your message and any ads you are thinking of running. I like to review all the competitors in an area and list all the things they are saying. I write them down in a list fashion. When I see anything repeated from other competitors I make a check mark. After I review all the competitors in a given area, I understand what the Market is seeing the most. Most of the time the Messages are repeated and the same. I then craft a Message for my clients to stand out and remove them from the herd.
3. Media- Media is understanding what platforms you want to use to target your Market with your Message. In digital marketing you will use a number of different strategies like Social Media Platforms, Email marketing, Search Engine Optimization, In-bound and Content Marketing to convey your Message to your demographic.
4. System- Not only do you need to have an in depth understanding of the Media system you will be using, but you also need to understand your own unique system for generating sales. At the end of this outline there is a diagram to help you understand what your system may look like.
Understanding the above keys will improve your results immediately. Next, I will share with you the four pillars of digital marketing. This is the foundation which your business will stand on in the digital marketing online world.
SEO- Search Engine Optimization. When you do a search online the results are generated by a ranking system. To improve your rankings there is a specific strategy used to get your business to the top pages of these search engines. Using these strategies will benefit your business in the long run because you will be getting organic traffic to your website or landing page. But keep in mind it can take 6 to 12 months to see results.
Search Engine Paid- Also known as Search Engine Marketing. You are creating and placing ads on search engines to be on the first pages immediately. This is a great way to circumvent SEO and get your business on page one now. Or use it to get immediate results now and build your SEO as you go.
Social Media Organic- Using social media is a great way to promote your product or service. There is a lot of specific strategies you can use to target your demographic without having to use paid ads, such as In-bound or Content Marketing. These are effective strategies that do not have a salesy style and build rapport with your demographic. But it does take time to build. Almost as long as Search Engine Optimization. But it is worth it in the long run.
Social Media Paid- If you are looking for immediate results. Then you can use Social Media Paid Ads. As your ads run, potential clients will see your ad and they can click on it and go to your Website or Landing page. This is a great way to get in front of new potential clients now. Using this and Social Media Organic strategies is a great way to compound your marketing efforts.
All of these marketing efforts generate traffic and you want to send this traffic to an optimized Landing Page or Optimized Website. There are many ways to optimize your Landing Page and Website for maximum results. A landing page is different from a Website in that a Landing page is one page with your message or offer and a place to contact you and opt-in. To optimize your Landing page or Website, among many things you want to make sure your site is consistent with your message and offer, and make sure the traffic to your site can contact you, buy your product, or simply opt in for more information. There are many different strategies you can use for each of the strategies above. Understand the system you want to use and maximize that system for optimal results.
There are two diagrams to visualize how it looks. Diagram 1 is viewable on desktops. Diagram 2 is for mobile. Traffic, Opt-in, Follow-up, Close, equals a Sale. I hope this is helpful in understanding how digital marketing can work for you. If you would like to know more or use our services for your digital marketing needs, Great! Contact us at: www.MarketingSolutionsTechnology.com
Call 253-212-3670 (9-5 PST)
Thank you and happy computing!
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