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Step 2 of 12 – Using Online Marketing As A Growth Tool

Step 2 of 12 – Using Online Marketing As A Growth Tool

How modern technology makes marketing better than print media.

 

When I was a kid, we were fortunate enough to go to the coast for the summer holidays. Along the road at all the toll gates, people were handing out fliers as we pulled in to pay the toll. As a child, you would look at it, see the pretty pictures and then toss it aside so that you can continue with your Gameboy winning streak while listening to your favourite music on your walkman.

This is about the same way I see traditional marketing, like print media. You see the pretty pictures, but you do not fully understand why they are trying to sell you something, so you toss it aside. This is precisely how modern technology makes digital online marketing so much better than any other form of marketing.

“Having the numbers that accurately show you what your marketing campaigns are doing is the perfect way to calculate your ROI”.

Marketing your product or service is sometimes seen as a waste of money. I’ve heard this so many times before: “I do not get new clients from that ad.” Or “ “How do you know that ad is making you money?”

Online marketing (when implemented correctly) can provide you with actual data that you can use to your advantage to effectively grow your business. Having the numbers that accurately show you what your marketing campaigns are doing is the perfect way to calculate your ROI. Different to that “Toll Booth Flyer”, online marketing gives you the opportunity to be selective about who sees your ads, and when they see them.

You want the right type of prospect to look at your ad, at the right time, when he is in a mindset of paying for your product or service. This effectively allows you to spend your money wisely. 

Every time you spend money, it’s for an emotional reason. Does not matter what or when.

Let’s Look At Some Examples:
You need it.
Your wife will love it.
It looks good on me.
It makes me feel healthy. Etc.
Online marketing allows you to put your ad in front of your prospect at that very same time that he is emotionally ready to pay. 

“Ok that may be true, but I do not understand the technical side of it and how it works Stephan.” That is why you need to surround yourself with people that have the skills and the know how.
“My marketing does not generate new income because we do not know how to reach our ideal client.” That is probably the most critical part of any marketing strategy, understanding and targeting your ideal client.

The two main factors for any marketing campaign is this:
1. Fully understanding your ideal client, and his wants and needs.
2. Copy that speaks directly to him.

Once you have that in place, it becomes easier to create a strategy to use your online marketing budget to it’s fullest, without throwing money in the water. This is where platforms like Facebook, Instagram, Messenger and Google becomes your best friends and your best “marketing employees.”

“The more you interact with your clients, and potential clients online, the better for you and your budget”.

It is still possible to achieve this even if you do not understand the tech or if you are not the worlds best copywriter. How? By getting the experts in those fields to help you. Embrace digital life. The more you interact with your clients, and potential clients online, the better for you and your budget.

 

Some resources for you to use:
Russell Brunson has built a following of over a million entrepreneurs and has helped business owners to grow their companies. He popularized the concept of sales funnels and co-founded a software company called ClickFunnels.

I can recommend his books to anyone that wants to expand their business or that wants to learn how to create a following for yourself and your business. Here are the links to 3 of the books he has written that will help you to rapidly grow your company on digital platforms:

If you want to try out the ClickFunnels software platform for yourself, you can get a 14 Day FREE Trial here.

In the next Blog: Now that you know that it is possible to create an effective online marketing campaign, in the following article we will discuss how you can handle all those new hot leads that will start streaming into your business.

 

You can find the links for the books and software below:

ClickFunnels - 14 Day FREE Trial

This software will let you create:
  – Squeeze Page Funnels…
  – Automated Webinar Funnels…
  – Product Launch Funnels…
  – Sales Funnels (and integrates with shopping carts!)
  – Membership sites…
  – And a WHOLE LOT MORE!
Want to see a demo of the software in action? Check it out here:

Expert Secrets - Russell Brunson (FREE Book)

“Expert Secrets: The Underground Playbook for Creating a Mass Movement of People Who Will Pay for Your Advice…”

If you want to learn how to build your brand and business, this is the book for you.

 

Network Marketing Secrets - Russell Brunson (FREE Book)

If you’re in network marketing, there is a game-changing book that just came out that you need to add to your collection… (and since you can get it for FREE, why not…right?) 

Russell Brunson recently launched his newest book called:

“Network Marketing Secrets” 

…and, he’s actually PAYING for your copy of the book…for a very limited time, I’m sure. 

All you’ll cover is shipping. 

DotComSecrets - Russell Brunson (FREE Book)

“DotComSecrets: The Underground Playbook For Growing Your Company Online…”

Building an online company can now go from dream to reality with this book as a guide.

How modern technology makes marketing better than print media

When I was a kid, we were fortunate enough to go to the coast for the summer holidays. Along the road at all the toll gates, people were handing out fliers as we pulled in to pay out toll. As a child, you would look at it, see the pretty pictures and then toss it aside so that you can continue with your Gameboy winning streak while listening to your favourite music on your walkman. This is about the same way I see conventional marketing. You see the pretty pictures, but you do not fully understand why they are trying to sell you something, so you toss it aside. This is precisely how modern technology makes digital online marketing so much better than any other form of marketing.

“Having the numbers that accurately show you what your marketing campaigns are doing is the perfect way to see your ROI”.

Marketing your product or service is sometimes seen as a waste of money. I’ve heard this so many times before: “I do not really get new clients from that ad.” Or “ “How do you know that ad is making you money?” Online marketing (When implemented correctly) can provide you with actual data that you can use to your advantage to effectively grow your business. Having the numbers that accurately show you what your marketing campaigns are doing is the perfect way to see your ROI. Different to that “Toll Booth Flyer”, online marketing gives you the opportunity to be selective about who sees your ads. You want the right type of prospect to look at your ad at the right time when he is in a mindset of paying for your product or service. This effectively allows you to spend your money wisely. Every time you spend money, it’s for an emotional reason. Does not matter what or when. Some Examples: You need it. Your wife will love it. It looks good on me. It makes me feel healthy. Etc. Online marketing allows you to put your ad in front of your prospect at that very same time that he is emotionally ready to pay. “Ok that may be true, but I do not understand the technical side of it and how it works Stephan.” That is why you need to surround yourself with people that have the skills and the know how. “My marketing does not generate new income because we do not know how to reach our ideal client.” That is probably the most critical part of any marketing strategy, understanding and targeting your ideal client. The two main factors for any marketing campaign is this: 1. Fully understanding your ideal client and his wants and needs. 2. Copy that speaks directly to him. Once you have that in place, it becomes easier to create a strategy to use your online marketing budget to it’s fullest without throwing money in the water. This is where platforms like Facebook and Google becomes your best friend and your best “marketing employee.”

“The more you interact with your clients and potential clients online, the better for you and your budget”.

It is still possible to achieve this even if you do not understand the tech or if you are not the worlds best copywriter. How? By getting the experts in those fields to help you. Embrace digital life. The more you interact with your clients and potential clients online, the better for you and your budget. In the next Blog: Now that you know that it is possible to create an effective online marketing campaign, in the following article we will discuss how you can handle all those new hot leads that will start streaming into your business.

Step 7 of 12 – Why social media marketing campaigns usually fail.

Step 7 of 12 – Why social media marketing campaigns usually fail.

 

Spending a lot of time making social media posts will not grow your business. Why?

 

Imagine that your Facebook business page is like a store in a mall. People walk by, you maybe invite them in, they browse around, and on their way out the door, there is a buzzer labelled “like” that opens the door for them to leave.

That person might like your products, but he will probably never see the POSTer of the promotion you added into your window display.

“…only a tiny percentage of people see your posts or comments.”

How does this relate to a facebook page? Just posting a special offer or something is pretty much pointless even though you might have thousands of likes and followers. The reason for this is that only a very, very small percentage of people that liked your page will see your posts.

Now let’s go back to the store. If you, however, had a way to get someone’s details onto a database before he left your store, you can now directly target him with marketing. But this will cost you money because you would need to call him or send a text message. It is the same with Facebook.

So why would your Facebook posts and efforts not work for getting new customers?
1 – You do not spend money on running proper ads.
2 –  If you spend money on an ad, you have the wrong audience. Like I said in previous articles: If you sell to everyone, you sell to no one.
3 – You make posts just to interact and do not run actual ads.
4 – And like already mentioned, only a tiny percentage of people see your posts or comments.

A lot of people do not fully understand this, and that is why a lot of companies that rely on Facebook or social media posts do not grow or even succeed.

So how do you generate new customers or leads from facebook? Here are a few key points:

  1. Know your target audience – Even before you start creating an ad, take a moment to decide who the perfect person would be for the offer/special that you want to run. Create that targeted audience and make sure that only those potential buyers see your ad.
  2. Create a great offer – Just putting some words into your ad to have something is pointless. Make sure that the copy and the images you use in your ad speaks to that audience that you created.
  3. Spend money – Marketing will always cost you money, so make sure that you budget for running ads. The more money you push into a Facebook ad, the more high-quality prospects you will reach.
  4. Call To Action – People want to know what to do next. Make sure that when someone clicks on your ad that you take them to a well crafted and very relevant landing page or website with a strong call to action. Tell them what to do and where to do it so that you can make the sale.
  5. Follow up – Don’t think that just by running ads on Facebook that you now have an automated sales system. You need to collect the information of people that click on your ad, and you need to follow up with them to close the deal. Pick up the phone and call them. Send them into an automated email sequence. Send them a personalised text message. Anything you can think of to make contact with them and to finalise the sale.

If you implement these steps correctly, you will make money from spending money.

“Spending money on the right targeted audience will show ROI.”

So make sure that you know who your potential prospects are and target them with paid ads. Spending money on the right targeted audience will show ROI.

I’m not saying that you should not make posts or comments. It is still crucial for you to interact with your followers. But that is like chatting with someone in your store, not making a sale.

 

In the next Blog:
We will look at how social media can help your company to grow.

Step 8 of 12 – Using social media as a business growth tool.

Step 8 of 12 – Using social media as a business growth tool.

 

How social media can help your company grow.

 

The internet (especially social media platforms like Facebook) makes life easy for us. We have an effortless way to communicate, build contacts and market ourselves. So why not use it to grow your business?

“People trust the opinion of their friends.”

As a business owner, you need to get your product or service in front of people. But even then, if they don’t know you or like you, they might still not buy from you. The other challenge is also ensuring that the correct person, that is looking for a solution you offer, actually sees your offer.

Having a network of friends almost makes Facebook similar to search engines like google. You can ask almost anything, and within a short space of time, you will have your answer. I find it very interesting how many times a day I see a question on social media. Things like: “Where can I find this?” Or “ What would you recommend…?” Or “ What do you think about this or that?”

In Facebook, you will get an opinionated answer to your question or “search” and not factual like in google. Why is this important to know? Simple: People trust the opinion of their friends.

Therein lies the key to using social media to grow your business. “Ok I get that but how do you do it, Stephan?” Glad you asked.

Step 1 – Get a business facebook page.
Step 2 – Make sure that it looks stunning. If someone goes to your page, you need to grab their attention within seconds.
Step 3 – Make it clear on your page what you offer. Don’t give someone time to wonder what it is that you do.
Step 4 – Have interaction on your page. Make posts, reply to comments and respond quickly. Make it look like a fun place to hang out to get people to return to your page.
Step 5 – Social proof. Get happy customers to comment on your page. Ask them to post testimonials or to make recommendations on your page.

Your page now almost acts like an “ego boost” for your business. People go to your website to see what you do, but they go to Facebook to see how you do it and if they can trust you. Make sure they can trust you and that they start to like you.

“Use social media as a trust builder”

Use social media as a trust builder. Use it as a place where you can show a potential buyer that it is ok for them to support you and to spend money with you. A place where you can say: “We do have great products/services. Look at what your friends say…”

 

In the next Blog:
How to launch a successful Facebook marketing campaign

Step 9 of 12 – Launching a successful social media marketing campaign

Step 9 of 12 – Launching a successful social media marketing campaign

 

Social Media Marketing Done Right

 

Having so many social media platforms available to use as a marketing tool can be confusing and (if you don’t know what you are doing) scary.

How do you decide which one to use for what?
How do you use it effectively?
What do you post or share?
How do you not offend or scare away potential customers?

Let’s explore a bit.

“…share the Right Information, to the Right Audience, at the Right Time”

The biggest issue with using social media as a useful marketing tool is not to load or share a post or to run an ad. That is the easy part. Your biggest challenge is to ensure (whether a post or ad): That you share the Right Information, to the Right Audience, at the Right Time. What do I mean when I say this?

You run a risk when you use social media just for sharing things, liking posts or randomly advertising a product or service. The danger is that if you do not approach this correctly, you can easily irritate people and scare of that one last sale for the week you were hoping for. Using the wrong platform, not having a clearly defined audience and not having consistent quality content can make the situation worse.

Here are a few key points to consider for your social media efforts:
1. DEFINE YOUR AUDIENCE
Who are you selling to? Remember we spoke previously about if you sell to everyone, you sell to no one? This is probably the biggest mistake you can make. Make an effort and take the time to determine your audience. Heres how.

In the last 6 months, who was your top 20% of clients? Who has spent the most money in your business? Create a persona from that information. Who are they? Gender? Age group? Sex? Likes? Dislikes? Demographics? Etc.

Figure out who your ideal customer is that you would like to have more of.

Now use this information and create your audience that you will market to. Be specific.

 

2. WHAT PRODUCT OR SERVICE WILL YOU OFFER THEM?
What do you have of value to offer this ideal customer that you now identified? What can you offer them that will change their lives or will solve a problem they have?

The worst thing you can do is to put your entire product range in front of them. Determine what that 1 thing is that a prospect will spend money on and create a compelling offer that can not be refused. It must be worth it to get the product or service from you and not your competitors.

 

3. DECIDE ON A PLATFORM
The fact that you have access to a wide range of social media platforms does not mean that you have to use all of them. You identified your ideal customer. Take the time now to figure out what platform that person will be using the most every day? Is it a businessman looking for opportunities on LinkedIn? Is it student wasting his time on Facebook? Is it a potential model going crazy on Instagram?

Determine what platform your prospect will be using and focus on that one. Don’t waste your money running ads on a variety of platforms just because you think you will reach more people. You won’t, you will only spend your money ineffectively.

 

4. HAVE A SOCIAL MEDIA PLAN
Posting the same type of content day in and day out will most definitely harm your reputation on social media. Have a clearly defined plan.

Create a social media calendar that you can use to plan your actions online. What will you post, share or advertise? When will you do this? To whom? Will it be meaningful to them or just drive them away?

Having a plan like this also makes it a lot easier for you to run your marketing campaigns. Think about the amount of time you will save if you have the rest of the years’ social media posts planned and you just need to load it.

“Plan your social media strategy and execute it with precision.”

So, in conclusion, I feel that it is essential for you to not just be random on social media. Don’t just do what you feel like. Plan your social media strategy and execute it with precision. It will be worth the time you spent on it as soon as you make that first sale.

 

In the next Blog:
Why do you need to spend money on running Google ads? We will look at this next time and also what type of Google ads you need to use.

 

Do you want a Social Media Calendar Template?

Click This Link!

Step 10 of 12 – Paid Google Ads – How and Why.

Step 10 of 12 – Paid Google Ads – How and Why.

 

Running Google ads and why you need to pay for it.

 

It is one of the most frustrating things when you search for your company, product or service in Google and your competitors pop up, and you don’t even see your name. If this happens to you, it also happens to your customers, and that means that you are losing money.

“Make sure that you understand the intricacies of Google.”

Creating effective Google ads can be a complicated task. Implementing them and optimising it can be even worse.

Just having a website and not advertising it is like opening a small shop in the hidden back alleyways of a mall, no one will see it. Do not just rely on search engine picking up your website, metadata or SEO. It is not always good enough. Your competitors will beat you every time someone searches for your product or service.

Spending money on Google ads can easily be one of the most important things you can do as part of your online marketing strategies.

But, as soon as you start using Google a lot of questions suddenly start popping up. Things like: How do you create an ad? Why am I not seeing my ad? Why am I paying so much?

When you want to run Google ads, you need to keep a few things in mind:
ADS MANAGER
To run Google ads, you need to have an ads manager where you can create your campaigns, ad groups and ads. The ads manager is not the easiest to figure out, but when you understand it, you can run amazing ads.

KEYWORDS
Keyword, key phrases, negative keywords etc. These are the most important things when designing your ads. Your ad will not be effective if you throw a bunch of keywords at it because you think it is relevant. Having too much (or the wrong) keywords will waste your money. Make sure that you identify 5-10 (max) very relevant keyword/phrases.

OPTIMISING
After your ad has run for a few days, you will be able to collect data from Google to start optimising your ad. This is important because it can save you money. The more relevant and clearly defined you can get your ad, the cheaper it will become to run it (and you can still hit the number 1 spot).

RETARGETING
Implementing retargeting ads can give your business a massive boost. Having a potential customer seeing your brand, product or service all over the internet will only build your reputation and will drive that prospect to your website or landing page.

CALL TO ACTION
Your ad (and the landing page that follows your ad) needs to have a clear call to action. What is the use of telling someone in your ad that he needs your service or product, but when he clicks your ad he has no idea what to do next? It is to easy to get distracted by branding, navigation links and images. Always tell your prospect what to do next.

“Always tell your prospect what to do next.”

Make sure that you understand the intricacies of Google. How the campaign structures work and how you can optimise your efforts. Landing at the top of the search is not only a significant confidence boost for you and your company, if done correctly, it will also give you a high return on investment from new prospects.

 

In the next Blog:
We will have a look at ways to get a customer to return and how to become a regular repeat customer.

Step 12 of 12 – Handling and processing new leads streaming in.

Step 12 of 12 – Handling and processing new leads streaming in.

 

How to handle new leads that stream in from an ad campaign.

 

Having numbers of new leads streaming in from your ad campaign is a big confidence boost to you and your team. From only a few days worth of work, hundreds of potential customers make contact with you or give you their details.

The problem is that they are still just a lead, a potential client. They are not yet paying customers. The easy part is getting these leads. It is a bit more work to convert them into paying customers.

“Respond to a new lead asap. The longer you wait, the sooner you lose the deal.”

I have seen with previous campaigns that only a tiny percentage of leads (around 3-5%) converts into paying customers. That means that for every 100 leads you get, only 3-5 people will become your client. This number is not true for all companies because the more effort you put in, the higher the conversion rate.

The biggest challenge for most companies is to keep track of all these new leads.
“Who did I follow up?”
“Who is ready to buy?”
“Who still needs some warming content before buying?”
“How will I convert these leads into paying customers?”
These are the most common questions that I have to deal with in every new campaign.

There are a few things you can consider to make this process from lead to customer easier for yourself:

GATHER THE LEAD INFO INTO A DATABASE.
It is crucial that you create a database for all the new leads from your campaign. Even if it is just a simple spreadsheet, you need to have records of everything (and everyone) in one place.

Using a spreadsheet is the easiest way to keep track of every detail as you can add columns with info as you need it.
Keep track of things like:
– Who are they (Name & Surname)
– Contact info (Email and Phone Number)
– Relevant info for your sale (Do they want your product or do they need more info?)
– First Contact (Did they contact you or the other way around?)
– What was the result of that conversation?
– Did they become a customer eventually?
– Do they want info from you on a monthly base? (Eg. Newsletters)
– Any other relevant information that you might need in the future.

LEAD FOLLOW UP TIME IS CRUCIAL.
Respond to a new lead asap. The longer you wait, the sooner you lose the deal.

Every day we click on hundreds (if not thousands) of links and buttons on social media. It is easy for someone to forget that they clicked on your ad or that they shared their information with you.

Do not give a prospect time to forget. When a prospect clicked on your ad, he was interested in your product. Catch him in that state of mind. Pick up the phone and call your lead within 15min. Your closing rate will be much higher than the leads you call 30min later. If you find this hard to believe, you are more than welcome to test this with your next campaign.

AUTOMATED SYSTEMS.
Consider using an automated message system like email drip campaigns or messages on a platform like Facebook Messenger.

Keeping communication with your leads regularly will keep you fresh in their minds. You can also use this as an opportunity to close a deal, remarked another product/service, or inform them of news in your business.

If done correctly, you can also personalise the emails and messages to make your lead (or client) feel like they are the only one. Wish them a happy birthday. It makes a huge difference in the way they see your business.

HAVE YOU DATABASE OPEN.
When you contact a lead (or when they contact you), it is essential for you to have your database open in front of you. Make notes on what he says and what he wants. You might even get info from him that you can use for a next sale in the future.

Having his info in front of you will also give you the opportunity to talk to him on a personal level. You will not forget his name. You can chat to him about the info he gave to you. You have the opportunity not only to be a salesperson but to become a friend.

KEEP YOUR DATABASE “CLEAN”.
Do follow up surveys after each campaign. Ask your database questions to determine if your campaign was successful. The questions you ask will also give you insights on how, and where, you can improve, not only your ads and campaigns but also your sales process and after-sale service.

If a person responds negatively and does not want communication from you, delete them from your database. Do not keep negative clients on your list. It will help you a great deal with your next campaign.

“Do follow up surveys after each campaign.”

So in conclusion, a few key points:
1. Keep track of the leads with a database.
2. Do not waste time before you follow up. Act immediately.
3. Use an automated system to keep in contact with your clients weekly.
4. Have your database open every time you communicate with someone.
5. Do quality and satisfaction follow up surveys.