Don’t Be Fooled By Cheap and Easy Marketing Campaigns

Don’t let online marketing companies fool you.

Online marketing takes money, time, skill, and good content.

You can’t succeed without knowing what you are doing.

Don’t be fooled by online marketing companies, know your stuff.

POP QUIZ

Take out your pencils. 

Marketing your business online and generating a real ROI takes:

  • a) Content
  • b) Time
  • c) Money
  • d) Expertise
  • e) All of the above

times up…

The answer is e.

If you have been watching my videos you would have known this.
But we should have thrown in a couple of others:

  • f) The right message
  • g) A good product
  • h) Tracking
  • i) Adjustments
  • z) A bit of luck

The Problem with Online Marketing

Not all online marketing campaigns are going to see a positive ROI. 

48% of online marketing campaigns are a total disaster.

Google that.

Fortune magazine just confirmed that number this morning. 

But I will tell you it is worse. 

This is a big problem because right now you are probably spending money on a campaign that has no chance of succeeding. 

They will promise you that for only $250 a month you will be on the number one google spot and will skyrocket your business, but then it all will disappear. 

The Pareto Principle

The fact is that that online marketing follows the same principle of everything else. The Pareto principle. Also known as the 80/20 rule, the prediction that 80% of effects come from 20% of causes.

Dentist, orthodontist, doctors, real estate agents, mortgage officers are notorious for falling for this one. 

That’s funny and unrealistic.

Think of it logically. 

There is only 1 spot available for the number 1 spot on Google. 

Do you really think you are going to take that position by putting in minimum effort, time, and money?

I don’t think so.

And this is what you outta know. 


Keep marketing!

What Kind Of Content Should A Business Owner Produce

Businesses struggle to create content because they don’t know what kind of content to create.

If you’ve only create content focused on your business, product or services alone then you probably aren’t getting the engagement you are wanting.

You need to be creating content for your audience about your audience.

Businesses are always asking what type of content they should be creating and how to create content. Content can be complicated, but it doesn’t have to be.

What Kind of Content Should I be Creating?

This is probably one of the questions that we get asked most, “What kind of Content Should I be Creating?”.

Should you be doing videos, should you be doing blogs? What do you say in those videos? What do you say in your blogs?

Today I am going to help you figure out how to do this.

Understand your Target Audience

Who is your Target Audience?

Understand who is it that you’re trying to reach out to. Really try to understand them, figure out who you are trying to reach.

What are their ages, who are these people, know what their wants and needs are?

What are their desires are and what they are interested in, what keeps them up at night, their dreams, their fears?

The better you understand your audience, the better you can target your product or service to them.

You have to spend a lot of time here, this will help you develop your content and businesses tend to skip over this step.

Understand their Problem

What are their Problems?

Everybody has a problem and your product or service is going to solve this.

To do so, you need to understand the difference between external problems and internal problems.

  • External problems are between an individual and external forces.
  • Internal problems are deeper and refer to an individual’s internal struggle.

A lot of marketing material is basically focused on external problems when in reality we make our decision based off of internal problems.

So, it goes back to, what keeps these people up at night?

The more you understand your target audiences problem, the easier it’s going to be to create content that gives them a solution.

Give Them a Solution

Create the Solution

So what kind of content should you be producing?

Create your content through all sources, guides, checklists, videos, blogs, posts, all of it.

Avoid confusing your audience by talking only about your business, your product or service, talk about them. Their problem, and how you are going to be the guide to their solution.

Example, if somebody comes to you and says, “Hey I’m a first time home buyer,” I’m just using mortgage for an example, “I’m a first time home buyer.” Okay, what is their problem? They might have issues with their credit score, they might, can’t find a home, they can’t afford a home, well if you can create content that answers that and says, okay here, as a first time home buyer, here is how you can fix your credit score. Here is how you can find an affordable home. That’s the kind of content you need to be producing.

Once your content is created, you need to put a call to action:

  • Direct them to a link or a phone number
  • Collect their information such as an email address (a way for them to get more access to your content)
  • Give them something for free

Don’t forget, you’re creating this content for a reason and that’s to grow your business and get more customers.

In conculsion, you want to understand your target audience, what they like, what they don’t like, their problems. Understand their internal problem, what is it that they’re facing? Take that knowledge to show them how they can use your content to solve their problem. It’s that simple.

So if you have questions, let us know, but that is it. Very simple.

Keep Marketing!

When The Government Shows Up At Your Door – Then What?

I just got home from work when I hear a knock at my door. Thinking it was one of the neighborhood kids, I opened it with a big smile.

The smile disappeared when I found an older man looking a little angry. This free-loader stretched out his righteous hand full of papers and said,

“I’m so and so from the FTC, and we are opening up an investigation against you and you have a $150,000 fine. Here are your papers. Sign here!”

This was a little dishearting, but also kind of amusing.

I had been out of the financial markets for over 18 months. I lost everything in the crash of 2008. I went from a net worth of 6 Million to a negative net worth of 3 million.

Big swing…

I assumed the case was something to do with investments I had done earlier.

Here’s the problem:

The Government is all-powerful. No matter what you do, they will win. I have seen some people try to take them on and they end up wasting years of their life, and all of the resources, with the hope of winning.

Hope is powerful, and yet dangerous.

The Government has unlimited funds, unlimited time, and the decision-makers are in their pockets.

You can’t win.

It’s a bit like David and Goliath. There is no way I am winning without divine intervention.

Long story short…

There was a particular guy in on this investment, who filed a complaint which somehow pulled my name into the mix.

The FTC was coming after me because of an investment that had gone south. They wanted a fall guy; it was me.

I didn’t know this sketchy fella, but later on, he would prove to be the dishonest one. He had taken peoples money when he shouldn’t have.

But that didn’t matter. The FTC wanted to show a win.

So, I did the next best thing.

I became a dead dog. A lesson I learned from Dale Carnegie years earlier.

I rolled over and let them have their way. I groveled, begged, and swallowed every ounce of pride I had.

To be honest, I didn’t have much pride at that time.

“No One Ever Kicks a Dead Dog.”

The Lawyer at the FTC just had to show a win, and I just wanted to move on.

She needed to make her bosses happy. It wasn’t about the money; they have plenty of that.

It was about the win.

I wasn’t going to fight, so I gave them their win, and I moved on.

They had me sign some paper that didn’t admit or deny anything, and it was over. They got the win.

Weird right?

What could have been years of fighting and hundreds of thousands of dollars in fees, turned into a couple of phone calls and some faxed papers.

The lesson is this…

Find out what your customers want and give it to them.

It’s that simple.

If you get them what they want, it could save you a lot of time, money, and energy.

I watch too many marketing agencies continue to waste time and money on things their customers do not need. Like expensive website designs, SEO results, empty promises, wasted PPC budgets, and bogus marketing campaigns.

It’s not complicated; my customers want more business.

All right, enough free soup for the soul.

Keep marketing!

The rule that nobody follows

Words matter. And the words we use will determine whether we will earn business from a prospect, or they will go someplace else.

Confuse you lose. People need to know what you do and how you are going to solve their problem. The first step is to create a message that you and your team will use.

The message needs to answer the questions … what do you do?

Here’s a simple formula:

[What you do] to [what’s the benefit].

Here are some examples of Unique Selling Propositions or one-liners that are simple and effective:

“Video Marketing Campaigns to Grow Your Business”
“Workshops to Help Clarify Your Message”
“Addiction Treatment Center to Help You Beat Addiction and Be Happy Again”

A bad one-liner is product-focused and self-focused. Keep your message customer, and problem/solution focused.

Here’s another formula you can use to help create your Unique Selling Proposition:

You know [problem]? Well, what we do is [solution]. In fact, [proof]

An example using the formula above:

“You know how businesses struggle to get leads and sales? We create marketing campaigns to generate leads and sales. We helped a plumbing business grow 20% this year.”

Get your message right.

Here is a link to our newest guide.

Keep Marketing!

Direct Marketing vs Brand Marketing – Which one?

Direct Marketing vs Brand Marketing – Which one?

Businesses get brand marketing and direct marketing mixed up. It is costly and causes a lot of mediocre results and headaches.

We’re going to fix this age-old debate right now!

You may find yourself running a brand campaign thinking you will get direct marketing results or you are running a direct marketing campaign and expect branding results.

If you mess these up, you will lose, become frustrated, and abandon ship for the next shiny marketing idea.

Let’s first define the two of them so we can know what to expect.

Seth Godin in his new book laid it out the best I have seen. We will use his definition.

Direct Marketing

If you’re buying direct marketing ads, measure everything. Compute how much it costs you to earn attention, to get a click, to turn that attention into an order.

Direct marketing is action marketing, and if you’re not able to measure it, it doesn’t count.

Brand Marketing

If you’re buying brand marketing ads, be patient. Refuse to measure. Engage with the culture. Focus, by all means, but mostly, be consistent and patient.

If you can’t afford to be consistent and patient, don’t pay for brand marketing ads.

What I just shared with you ought to have paid for the time and money you have spent reading my posts, emails, website and watching my videos.

When you know what kind of marketing you are engaged in, you will set the right expectations.

Types of direct marketing include:

  • Google Ads
  • Facebook Ads
  • YouTube Ads
  • Email Marketing
  • Solo Ads
  • etc

They’re Ads you can track directly to a sale.

Types of brand marketing include:

  • Billboard signs
  • The way you answer your phones
  • Your uniforms
  • Sponsorships
  • SEO
  • Networking events
  • Company culture
  • etc

The list above is not exact, but I think you get the point.

Different platforms can be used for both direct and brand, but the difference is your expectations, goals, and measurements.

Small startups get too caught up in their brand. They spend time, money, and energy dealing with brand experts and not enough time building out direct marketing campaigns.

Big brands try to make a shift into direct marketing and use branding techniques and wonder why nothing worked.

A Typical Story About Branding vs Direct Marketing

Marketing Hy worked with a client this last year who hired a new VP of marketing. He came from a large corporation that ran branding campaigns.

The owner of the company wanted to track all results and make sure marketing was giving him an instant ROI.

So

The new VP of marketing made called his past Agency and did a large media buy. The agency took the $241,000 and ran a display campaign along with a few magazine ads.

How much traffic came to the site? None!

Six months into the campaign sales had not increased at all. Less than a year later the VP of marketing was looking for a new job.

The owner had one expectation and the VP of marketing another.

Let’s look at SEO.

It’s a problem and owners have the wrong expectations.

SEO (search engine optimization) is the attempt to rank for generic terms in a search engine. Businesses spend a fortune on SEO because marketers promise to rank them for highly searched keywords.

SEO can be considered brand marketing or direct depending who you ask but here’s the problem…

It’s a gamble, and the odds are stacked against you. There are limited spots available, and it takes months if not years to rank for generic keywords.

90% of owners do not have the time, patience, or money to wait for the results. So they quit too soon.

What makes business owners assume they can outrank companies like Wikipedia, Home Advisors, Yelp, and Google on generic searches?

It’s not happening.

I find it best to avoid the games you will lose. No matter what your SEO company says.

What can you win?

Build an SEO campaign where people search for keyword that you can rank for. This will come in a later post.

Which brings us back to the beginning…

What kind of marketing campaign are you running? Are you mixing them up?

Don’t.

Both brand and direct marketing are good, as long as we set the right expectations.

If you’re interested in growing your business with a direct marketing campaign, reach out to use.

We would be happy to show ways to drive traffic, leads, and sales.

If you’re looking for a brand campaign, that is not our thing. I have a hard time spending money on marketing that can’t be measured.

Does branding work? Yes, it does. Just takes time, patience, and a lot more money.

Keep marketing!