Written by: Adrian Boysel - Digital Marketing Trainer & Speaker
Digital Marketing and Advertising Strategy for 2020
There is no better business growth tool than digital marketing and advertising.
While making money from home has never been easier, it can also be more overwhelming than ever if you're new to the industry. If you are relying solely on tutorial videos on YouTube then you are risking your current or future income on tactics vs strategies.
So you're probably thinking to yourself, how do I know what strategies will work, and which won't?
The good news is I have an answer for you! The tough news is you will have to be coachable and remind yourself that you should always be a student. Keep your mind open to new ideas as the strategies we teach are rooted in science and date back to the Greeks. If you're anything like me, you believe that there is nothing new that hasn't already been said, we each just say them in our own unique and special ways.
Our team has been creating digital marketing campaigns since 2007, I've had many of those campaigns generate millions of dollars for our clients, and some of them generate nothing at all. Over the years I've learned the science of marketing and it has made a dramatic impact on our success for our clients. It's time to share the secret sauce of what we do different.
I want to share the 5 keys to ensuring you have the highest chance of success possible when using any type of digital marketing platform to grow your business. These are the 5 most important questions you should ask yourself at the beginning of developing your online marketing strategy:
#1. What is your objective? If you start a marketing campaign without an end goal it will never reach its potential and the chances of your success are extremely low. I'll be the first to admit that I ran marketing campaigns in my early years as a graphic designer without a clear objective. You MUST have a precise goal or what you want the campaign to produce by the end, and that does not always mean financial goals.
There are other important and valuable marketing goals like social currency, market data, and brand awareness. Reaching a targeted audience with your brand can increase the value of your brand, and become a viral engine of growth for your business. This approach is more commonly used with large companies with huge marketing and advertising budgets.
If you're like most small to medium-sized businesses then your goal is revenue growth. In my years in print marketing, it was not rare to see our clients double or triple their investment. In the digital age that we are living in that number has exponentially grown and that's a huge opportunity for anyone willing to take the time to learn how to harness the power of the internet.
#2. Who has a problem, and how are you going to solve it? This is a two-part question and for a damn good reason! Too many business owners are marketing their services instead of solving problems, and they’re blowing money advertising to the wrong audience. 97% of people are not in the market for what you have to offer, so why are you competing for that tiny 3%?
By knowing who your client or customer is you start to understand the journey that they go through to making a purchase of your product or service. For example; Let's say you own a smog shop that is struggling to get new business, you've tried digital marketing and it was a loss for you. The company you hired promised you the world, then vanished and just took your money.
This is the most common problem that we see as an agency when clients come to us. They hired someone who over-promised and completely under-delivered... that person didn't communicate with them or give them the attention they deserved. Build real relationships, help people and show them you care by being in constant communication. This is why we win against our competitors that charge less than we do.
#3. (Logos) Logical reasons someone should do business with you? Knowing the facts, or statistics that are relevant to your customer’s needs are essential to building a relationship with them. For example: According to (SOURCE: Dialogtech) Facebook advertising is 70% cheaper to acquire a customer than Google Search or Display Advertising. Facebook advertising spend increased to 25.56 billion dollars in 2017, more than a 107% increase from 2016.
It's important that you have your facts and be sure to cite them if you are using them to persuade someone. You may also use information such as price, turnaround time, or other industry statistics that explain the logical value of your product or service. Analytical thinkers will appeal to this approach more than the environmentally friendly person who is inspired by their ethical beliefs.
Logic appeals to everyone and it's important to have market data in order to separate yourself as the industry authority and show your customers that you know what you are talking about, especially in an industry like digital marketing that is clouded with amateurs and hype.
#4. (Pathos) Emotional reasons someone should do business with you? Emotions prompt action and create a sense of loyalty with a brand. Inspiring love, joy, fear, anger, happiness, excitement, vanity, pride, or sadness are some of the emotions that can create a connection to you and your target customer.
If you know who your target client is then you will know what the primary drivers are for their decision making. We live in a world that is becoming increasingly aware and concerned with the issues that are impacting the world we live in. Global warming, mass shootings, Cancer, and Homelessness are a few of the top issues we face as humans.
What emotions has your target client or customer faced when dealing with your competitors, your industry, or even you? You may bring relief from the stress by helping someone find new customers, while at the same time bringing joy to them by helping them make more money than ever from those new customers.
#5. (Ethos) Ethical reasons someone should do business with you? Ethics in business is becoming more important than ever. As it's been said, people do business with those they know, like, and trust. You need to be trustworthy no matter what business you have so that's a given but what are some of the other ethical reasons people do business with them?
Social issues are awakening past and future generations to develop new and innovative ways to solve problems. Whether your non-profit or for-profit your target customer has values that drive them to buy from you or someone else. They may value speed because they been strung along and they just want to see results as quickly as possible, or for someone else, it may be price.
Maybe you offer a solution that makes an impact on their health, or on the environment. These values can create a connection between you and your target customer that lead them to doing business with you instead of your competition. What ethical values does your business have that will attract people to you, people that believe what you believe?
Last but not least, why should people listen to you, why are you a credible source, and what are your accomplishments? Your future clients want to work with people not just a company. They want someone that will slow down and listen to their needs, value them, and treat them right.
So now it’s your turn to get to work and start helping people improve their lives by better understanding the products or services your customers need. Download the worksheet below and be sure to drop a comment if this post helped you, I want to hear your feedback and wins on how it’s helped your business.
Be sure to drop a comment if this post helped you, I want to hear your feedback and wins on how it’s helped your business.