By

Patch Baker
Digital Marketing Tips 3 Tips for Beginers

Just Do It…

I want to share two videos with you that will hopefully encourage you to begin your online presence and start some real Digital Marketing Campaigns. Watch the video below and we will critique when you are finished.

Digital Marketing Tips 3 Tips For Beginners

Video Marketing is the Fastest Growing Platform on the Internet

We’ve all heard of YouTube and Facebook. We all know what they do and why they exist. We all know what T.V is. And, of course, we all know what commercials are. But, did you know that Video Marketing is now the biggest conversion-to-sale tool on the planet?

Adding video to your Digital Marketing Program is not a gamble, it’s a necessity.

So, Let’s Talk Stats…

Taking it back to 2013, The Video Marketing Survey and Business Trends Report, released by ReelSEO gave some mind-blowing feedback from over 600 marketing companies. They released the following stats:

93% of Marketers are using Video Campaigns
84% are using Video for Website Marketing
82% confirmed that Video had a positive impact on their business
70% are optimizing Video for Search Engines
70% plan to increase send on Video
60% are using video for Email Marketing
(Read more about that report here)

Fast Forward to 2016, Facebook, YouTube and SnapChat are leading the way for Video Marketing while mobile and other digital media platforms are in a race to catch up.

-Facebook boasts more than 1.6 Billion monthly active users and video plays increased 82% between 2014 and 2016.

-YouTube has more than a billion users with an average viewing session of more than 40 minutes.

-SnapChat is smashing the charts with an unprecedented 10 billion daily views.

The influence of mobile devices and the introduction of easy uploading has changed the way people relate to video.

Every social media platform out there has leaned to the “one button upload” feature with huge success. The realization of this trend has not gone unnoticed by major marketing companies, top brands, or any other savvy business owner.

 

 

Video Marketing, Digital Marketing

 

 

In the Video you watched earlier, you might have noticed a few things that make the video unique. I’ll give you a list and the how’s and why’s. If you missed any of them, go back and what again.

1. You Need to Start Somewhere

Stop procrastinating and make your first video! It doesn’t need to be perfect and it doesn’t need to be made on a $10,000 camera.

The video you saw earlier was not perfect. I stumbled over words, I had to do it several times, and I made everything up from bullet points written on a piece of paper.

You can see me look at the cue card at 0:29 seconds and 0:41 seconds in the video.

You can see me stumble of my words at 0:50 seconds and 0:53 seconds in the video.

At the end, for 36 seconds, we posted a few of the other mistakes I made along the way… and I hope you laughed at me.

The real question is: Did you notice those mistakes the first time you watched the video?

So let’s look at what we did right…

2. You Need to Give Valuable Content

For the true beginners out there, this video is valuable. Its not going to set any records for YouTube views, but the truth is, it doesn’t need to.

I gave accurate information, I gave it for free and I didn’t try to sell anything, and I hopefully got a laugh or a smile. If the Video accomplished that, then it was a success for the purpose it was intended.

Digital Marketing, and especially Video Marketing, should not always be about selling your product in every single video.

3. I said the Keywords that will Rank the Video

This is huge! Actually saying the Keywords in the video will help more people see the video.

Remember, we want our video to reach people across several platforms, and in this case, we are going for YouTube and Google.

We use the word “rank” for videos, websites and webpages, but you could easily exchange the word “rank” for “how easy it is for someone to find your content”.

What is a Keyword? – A keyword, when referring to Search Engine Optimization, is a word or phrase that describes the content in a video or on a web page. Its the main idea of the content and are more based on topic and category than paragraph and sentence.

In the video above we used several Keywords to help the video get found by potential viewers.

We used the following words in the video, in the Closed Captioning, and in the title of the video on YouTube.

1. Digital Marketing
2. 3 Tips for Beginners
3. Mobius Media Solutions
4. Keywords
5. Quality Content
6. Delivery

I also repeated the keywords at the end as a “review”. This is an easy way to say the keywords without sounding redundant to your audience.

4. Give Your Social Media Links

We posted our Social Media links inside of the video and we posted our links in the description of the video on YouTube. If you want people to follow you, make it easy for them to find you.

All of your Digital Marketing Campaigns should display your links in clickable form.

5. Ask for Desired Action

I asked people to follow our channel and I asked for comments. This is how you start the conversation with your audience.

At the time of this post, the Mobius Media Channel had 21 subscribers. This particular channel is brand new and will have thousands of subscribers once it matures.

6. Picking Titles to Videos

Find a good title before you shoot the video. The title should include the relevant keywords but not be a duplicate of an existing YouTube Video with the same title, especially it that video already has tons of likes.

Go to YouTube and search for this: Goals and Milestones Video

You should find this video “Setting Goals & Milestones in 2017” ranked at #1.

Even though you didn’t type in the word “setting” and you didn’t use the “&” symbol and you didn’t say “in 2017”, the video will still rank on the top page of YouTube.

There is a very good reason for this.

Google & YouTube know that “and” and “&” are the same.

Google searches will even understand that you want a video and will defer to YouTube rankings for top of results.

The all-knowing Google also knows its 2017 so it makes the connection that you are searching in 2017, the video was made in 2017, and the title is 2017… wha-laa… it shows up.

At the time of this post, the video only has 62 views, so its ranking off of keywords not popularity.

7. Keep Making Videos

The more videos you make, the better you will get at making them.

You will get better at creating content, you will get better at using keywords, and you will get better with your delivery.

Don’t worry about being perfect in the beginning. Like most things, it gets easier as you go.

Do NOT worry about any negative comments that you may get. Some people are mean for the sake of being mean. It has nothing to do with you.

Try to put out relevant quality content to your product or services niche market. Nothing more, nothing less.

Have fun with it and good luck!

Digital Marketing Tips | Keywords | Quality Content | Delivery
Video Marketing

 

Mobius Media Solutions

Mobius Media on YouTube

Digital Marketing

The Rules Have Changed…

Digital Marketing

Digital Marketing is the Easiest Way to Increase Your Chance of Sale

Every person on the planet is a customer to someone. All of them. However, the chances of any business selling their product to every single person on Earth is not so great.

So the question becomes: How do I increase the chances of sale to each person that see me?

Unlike print ads like magazines and newspapers, a well planned Digital Marketing Strategy can give you multiple opportunities to serve potential customers with different methods to purchase your products or services, and they can give you the much needed data to know how effective you are being with your ads. If you want multiple chances to sell your products and serves to the same potential customer, you need a solid Digital Marketing Strategy.

So, Let’s Talk Concept…

The idea behind this method of Digital Marketing is simple but I want to give you a separate analogy to give you a better understanding.

When large entities want to train large numbers of people for a specific critical task, they must ensure the training is designed to give maximum results for the people receiving the information. The military, for example, understands that all people learn by 1 of 4 ways, or the combination of the 4. Hearing, Reading, Seeing, or Practical Application (Doing).

Every class in the military is designed to meet those requirements. In fact, they have many classes on how to make and deliver proper classes. Every course is exactly the same structure.

They start in a classroom with introductions to the Instructor and “why you should listen to him or her”. That is immediately followed by “Death by PowerPoint”. The instructor must read every word on the screen and allow the students to follow along. The next thing is always followed by physically showing the steps with real objects. The next step is always Practical Application where the students must repeat the steps they have just learned.

If we apply the same idea of learning to potential customers, we will find many of the same unique qualities. Give them a reason to listen, they probably will. Give them a reason to read, they probably will. And last, but not least, give them a reason to watch, they probably will. But, this is the tricky part, you need to get them to “DO”.

Digital Marketing Leader

1. Introduce Yourself as an Authority Figure with Free Advice.

This seems really funky to many Business Owners, but the ones that embrace this simple step are the ones that truly begin to excel. The last thing we want to do is to start posting our resume or sound as though we are boasting and bragging about how great we are. However, there is a way to accomplish this valuable point without making the potential customer feel inferior or turned off.

No matter what business you are in, you have information that you can pass along for free. At Mobius Media Solutions, we refer to this as “Goodwill”. We gladly offer free advice and accurate information to anyone who asks. We don’t worry about competitors “stealing our secrets” or “taking all of our ideas”. That simply holds us back from truly building value in our own brand.

To be clear, I’m not telling you to share your Trademarked content, or the inner workings of some piece of software, or other intellectual property. I’m talking about simple “how-to’s” and “whys”.

Quick Examples:

Photography Business – The 3 best times of day for outdoor photos.

Financial Planner – The 5 best ways to save money over 20 years, 10 years, 5 years.

Dog Groomer – The top products to wash your animals with between grooming visits.

Car Salesman – The top 10 cars that hold their value for 5 years.

Local Gym Owner – 12 ways to eat healthy on the go.

These are all very easy ways for you to “Show off your knowledge” and add value for any audience. If you speak intelligently, you give real advice, and you don’t try to sell a thing, you will find that many people will start to look at you as an Authority Figure.

2. Introduce your Product or Service as a Real Solution.

After you become an Authority Figure, start giving more information to the same audience. This time however, you can offer a problem… and a solution. You can do this by price points or by the professionalism that your company provides. It can be based on value or level of experience. The options are endless.

The only stipulation is on delivery. No matter what you say… Make sure you can deliver!

Same Quick Examples:

Photography Business – 5 Beautiful Photo Locations for Under $500.

Financial Planner – Having trouble meeting your financial goals? Try using this tool.

Dog Groomer – Does your dog suffer from Dog Grooming anxiety? Our Trained Staff doe this…

Car Salesman – Finding it hard to get the right price for your used car? We have this deal…

Local Gym Owner – Join the club that just lost a combined 1000 lbs in 120 days.

As you can see, we are providing a solution to a problem in different ways. The sky is the limit on how many ways you can say the same thing. You can also say something different to the same potential customer if they don’t give you the desired interaction. (We’ll talk more about this later).

3. Collect Contact Information.

If you have gotten in front of a potential customer more than once, you need to start collecting contact information. This can be through email, mobile number, or by pixels. You could also get addresses, but that makes it harder to continue the Digital Marketing Dialog for your ReMarketing Campaign.

Same Quick Examples:

Photography Business – Enter your email to Schedule an Appointment.

Financial Planner – Enter your email to receive a free Finance Check-up Worksheet.

Dog Groomer – Enter your mobile number for a 50% off coupon.

Car Salesman – Email us a picture of your car and we’ll give you a free trade-in amount

Local Gym Owner – Join our Facebook Group and we’ll give you free diets plans daily.

4. Collect Data on Customer Actions.

One of the hardest things for Business Owners to do is to understand how effective their ads are really being. In cold hard fact: How much am I putting in? – How much did I get in return?

There is absolutely no way to see how many people reacted to a printed ad. None. You may know how many people brought in a printed coupon or how many people mention seeing your magazine ad. Now ask yourself this: How many people thought it was great but forgot where they saw the ad? How many people wanted to call but forgot about it all together?

With proper Digital Marketing, you can track every single one of those actions and give the customer a friendly reminder to act. At the end of the day, if you collect data and use it appropriately, your ROI will increase… drastically. Otherwise, you really are losing valuable leads that may have just forgotten to call you on Monday after seeing you on Sunday night.

5. Retarget Customers with Follow-On Information.

Sometimes customers are intrigued by your original content category, but they may be more educated on the topic than your offer appealed to, or, vice versa. Maybe they already know what you told them and what you said was “old news”. Or maybe, for an expert like you, your content was still too complicated for the uneducated customer.

The easiest way to solve that is by serving a second or third ad to the same potential customers. This could be a survey geared toward understanding their experience within your niche. Or, you could run 2 separate pieces of content designed to separate the “Rookie” from the “Seasoned” customer based.

The point is: Give them another reason to look at you as an Authority Figure.

6. Ask for the Desired Action.

There is nothing wrong with ask for what you want. In the Digital Marketing Industry, we call this a “Call to Action”. Click here to Subscribe. Click to Call. Enter your Email Address here. Call Now!

If you don’t tell your customers how to respond, you are missing out on valuable actions to your business. One word of advice, do not go overboard. This is a turn off to must customers. Its best to think about it like this: How can I make it easy, but not redundant on the same ad or page?

7. Retarget Customers with a Limited-Time Offer.

Creating urgency is a great way to get people to act now. However, I do not suggest this method if there is no real time limit. Nothing will irritate customers more than something they consider to be false advertising. If it’s only good until the end of the month… take away the offer at the end of the month.

Retargeted customers are great to give “special deals” to because you have already verified their interest in your product or service. These deals could be of greater dollar value than offers you put out to the general public. This is based on the idea that you can win their business for future revenue because they are already validated as someone with the means and opportunity to buy your products or services and you can retarget them at a later with more offers.

8. Give an Opportunity to Buy Easily.

Customers want fast, easy, good deals. They don’t want to struggle to buy something, especially online, because the entire concept of online purchasing is convenience. Make sure your product or service is well described, like you would do if you were standing in front of the customer, hit the Pain Points, and give them the price. Or, tell them how they can get the price.

A lot of high dollar products and service provider are scared to death to give their pricing online. The thought is: “I sell more after they meet me on the phone or in person”. This simply isn’t the case anymore for online purchasers. The only time I recommend not sharing your price is if you truly don’t know. If there are too many variables to give an accurate price, then I recommend at least giving an estimate between the high-end and the low-end. ($10,000-$32,000)

If you are running an effective Digital Marketing Campaign, you should be able to build value, present a price, and get a positive response with a verifiable ROI.

9. Make Your Ad Repeat in Different Locations.

Every Digital Marketing Campaign should have a splintered section for location targeting. Even companies that support national and international sales should take advantage of geolocation focused ad spends. This could be based on data showing a particular interest in certain locations, or it could simply be the cheapest places for you to ship your products.

Once you have determined those areas, and the ads that work best, and your Client Avatar, move one major city over and repeat the process.

(Learn More about Client Avatars here)

10. Serve a New Ad with a Separate Pain Point.

Remember in Step 5 (Retarget Customers with Follow-On Information) we talked about the information category was appealing, but the content just didn’t pull them into making the desired action? Well, this is another way to get them to take that action.

Serving a new ad for the same product or service, addressing a different Pain Point may be the answer. Maybe they don’t care about “this” but they really care about “that”. Using proper analytics, controlled Digital Media Campaigns, and A/B split ads will help you make these decisions.

11. Serve a Second Ad for Validation or Value Added Content.

Once you have served all 10 of the previous steps to each customer, you have basically run each potential customer through your Sales Funnel. If you still don’t get the desired action, you can try to serve a second ad like the one you provided in Step 1(Introduce Yourself as an Authority Figure with Free Advice).

If they react to this second ad, they will automatically be placed back into your sales funnel and you get the same 11 Chances to Sell Your Products and Services to the Same Potential Customer all over again.

The Review: 11 Chances to Sell Your Products and Services to the Same Potential Customer

1. Introduce Yourself as an Authority Figure with Free Advice.

2. Introduce your Product or Service as a Real Solution.

3. Collect Contact Information.

4. Collect Data on Customer Actions.

5. Retarget Customers with Follow-On Information.

6. Ask for the Desired Action.

7. Retarget Customers with a Limited-Time Offer.

8. Give an Opportunity to Buy Easily.

9. Make Your Ad Repeat in Different Locations.

10. Serve a New Ad with a Separate Pain Point.

11. Serve a Second Ad for Validation or Value Added Content.

Authority Figure | Avatar | Digital Marketing Campaign | Digital Marketing Strategy

Mobius Media Solutions

Mobius Media on YouTube

It sounds a little strange right?

But let me explain what setting your Lowest Common Denominator for Success means:

 

It sounds a little strange right?

But let me explain what setting your Lowest Common Denominator for Success means:

Most people view large amounts of success as something they may never attain within their lifetimes. “Success, and financial freedom is reserved for the wealthy, and elite”, I hear this all the time.

What most people miss is that success is determined by the individual defining it. In a lot of cases the person living a moderate life doing what they love is far and above happier than the person driven by undefined success, and constantly out for “the chase”.

So when I ask “What is your Lowest Common Denominator for Success”, I am simply asking what is the most attainable thing in your life that you would view as complete success.

Or in other words, what is the closest lifestyle to where you are now, that will make you happy and satisfied in life?

Here are some ideas:

– Paying off your house
– Paying off your car
– Increasing your salary by 10% this year
– Starting a company
– Spending more time with your family

…You can define your happiness, and success by so many individual things, or combination of achievements.

My Lowest Common Denominator for Success is three simple things, and they are specific:

1. Working for myself, and owning my own company
2. Making enough to pay my bills, and do what I want, when I want (nothing more!)
3. Owning a tiny house and a german shepherd dog

**If you don’t know this yet, I LOVE german shepherds :)**

From that place in life, anything I attain, strive for, or reset my goals for, is simply a blessing over and above my complete success story.

That is why defining your Lowest Common Denominator for Success is so important. Without doing so, we are much like ships afloat in the ocean with no direction or destination.

So with that said, what is your definition of success?

Some people live incredible lives, and make more money than I could dream of, and that is amazing! Is that for you? Let me know in the comments below!

CC Enabled: Yes

Definition of Success | Business Success | Success | Happiness | Lowest Common Denominator for Success |

Mobius Media Solutions

Mobius Media on YouTube

 

Mobius Media Solutions Logo

Making Digital Marketing "Business as Usual" in 2017

You’re almost there. Or you’re not…

Digital Marketing Strategy

Making Digital Marketing “Business as Usual” in 2017

The world we live in today is social, mobile and cloud based. If you think business is anything different you are most likely missing out on incredible volumes of clients and sales. Before we get on the subject of “Digital Marketing Strategy”, let’s look to Google for the answers…

 The sheer index of websites on file with Google should be an eye-opener to even the most reluctant of Business Owners. To give you an idea of how large the internet is, Google has now crawled 5.1 billion pages and continues to grow daily. I’ll go even further and compare that to the number of people on planet earth. There could be 1 webpage dedicated to every person over the age of 13 and there would still be 1.3 billion webpages left over.

So the question becomes: How do potential customers find my business?

In the Online Digital Marketing field of professionals, we’ve all got stories of that “one client” that was so “old-school” we had to “make them get a website”. And on the other end of the spectrum, it’s painful to watch some business owners and companies continuously shoot themselves in the foot and waste dollar after dollar in an endless spiral of meaningless spending in the wrong areas of marketing and advertisement.

So, Let’s Talk Strategy…

Just like all business practices, the best results come from sound tactics, proven techniques and repeatable procedures. A fundamental understanding of your target client, consumer behaviors and how to deliver your message is what drives all of those to successful implementation. Put all of those together and that is the essence of what “strategy” really boils down to.

Digital Marketing is Business as Usual… Except on the Internet

Don’t overthink this too much at the moment. Through my experience, there are only 3 basic reasons why people shy away from Online Digital Marketing. None of them are good, but they somehow exist.

1. Scared of the unknown and don’t know where to start.

2. Hell bent on overnight results with low budgets.

3. Overthinking the entire process using misguided “thoughts”, “gut feelings” and simple “mis-information”.

Get this simple thought in your mind…

“Digital Marketing is Business as Usual… Except THAT IT IS ON the Internet”

There is no real difference between selling your product face to face than selling the same product on the internet. I know there are some people that don’t believe that, but I’m going to try to change your mind… because its fact. Today. Right Now. In 2017. There is no real difference between selling online and selling in a brick and mortar storefront.

And I know you’re thinking, “But… I am a salesman and I can let them touch my product in person”, or, “Face to face allows people to see my personality and I can overcome objections”. Yes. That is true, however, I will challenge that with the correct Digital Marketing Strategy, you can still do all of that… sometimes better than in person because you can have multiple chances.

If you make the decision to implement a well designed Digital Marketing Program into your routine daily business duties, you will see an entirely new area of growth for your business in 2017.

1. Digital Marketing Strategy: Start at the End

The best salesman in the world knows a few things better than everyone else. He knows his customer, how to get in front of them and how to solve their problems. By problems, I mean he might be solving the pressing issue of what in the world they will be spending money on today, or why their dog needs another pair of shoes. The point is, a true salesman can sell anything he can speak intelligently about… if he has the proper audience and knows the end goal.

Now, what if you could be that same salesman,  24 hours a day, 7 days a week???

These days… you can!

And, you can do it in a way that gives you multiple opportunities to covert the sale.

(You can read more about that here: 11 Chances to Sell Your Product or Services.)

In fact, most all successful sales people know exactly what they want prior to going into a meeting, interview, or demonstration with a potential client. You may even have a meeting with your own staff … prior to the client meeting … about the client meeting.

We brainstorm contingencies and “what-ifs” and “what nows”, all in an effort to close the sale. Generally speaking, and with the exception of real estate, most salesmen do not want to sell 1 of any item. We all want to sell multiple items, or up-sell item to a higher value item. Accessories fall in there. Follow on services are an option. The point is, you need to know what you want from every potential customer at the end of every exchange you have.

You don’t ALWAYS need to make a sale!!! I’ll say it again. You don’t ALWAYS need to make a sale!!!

You may design certain strategies around obtaining an email address or a phone number, but the best strategies are designed around goodwill and real, honest, sincere, accurate, professional advice. If you become an Authority Figure, in your area of expertise, to a potential customer, you exponentially raise your likelihood of selling your product or service.

If we know in the end, we want to sell “x” product, with “y” residual service, then we can start working on the Campaign Design.

2. Digital Marketing Strategy: Design

At the core, a Digital Marketing Strategy must answer four simple questions:

1. Who is my main “Target Client”?

2. What is their main “Pain Point”?

3. How can I solve their problem?

4. How do I get them to see me?

With these 4 simple questions, you can begin to build your Customer Avatar and begin the design of your Digital Marketing Campaign.

-A Digital Marketing Campaign is nothing more than series of steps designed to sell products or services to a new or defined audience or channel.  If you run one Facebook Ad for a specific product, that is known as a campaign.

Today’s online campaigns require more than simply showing your audience on 15 second video ad. You can learn more about Facebook Video Ads here.

-A Customer Avatar is known in the Digital Marketing Industry as a clearly defined client who has the means and opportunity to buy a specific product or service. Almost half of the time, the actual people who buy the most of any given product or service are different than the business owner’s original idea of the “perfect client”.

Client Avatar Worksheet Download

Client Avatar Selection is the First Step to Advertising Responsibly

3. Digital Marketing Strategy: Client Targeting

Defining your Target Client, is the first step to your entire Digital Marketing Campaign because it gives a clear direction on where to start the search for your Avatar. I emphasize “search” because this is the not a “1 and done” press of a button. And, remember, the Avatar is the one who actually buys, not necessarily the one who you think may buy.

Its a continuing process of honing, refining, critiquing, sampling, testing, modifying and re-targeting to be successful. You are searching for potential customers! You are not standing around waiting for them to find you.

All consumers act differently based on a whole host of factors, including lifestyle, income, age brackets, social circles, and even by their normal search platform whether that is a smartphone or a desktop computer.

If your Target Client is a male, preferably with children, homeowner, between the ages of 50-65, with a 7-figure income and interests in the stock market, some of you may completely shy away from something like Facebook Advertising for your product.

If your Target Client is a female, student, between the ages of 12-16, who’s parents have a 7-figure income, then you might think Facebook Advertising is the only way to find them.

Both of those are right… and both are wrong.

In the example above, the teenaged girl and the father may live in the same home. In fact, the item you have to offer could be the perfect gift for the teenaged girl.

If you are only targeting the girl as your audience, you could miss the opportunity to show up for the searching father. In the end, you may find out that your Avatar is really dear ole’ dad.

The incredible power of the internet is the ability to search topics and find answers. The same holds true for Digital Marketing when done effectively.

High-end Digital Marketing Firms do not search just one topic or one platform for your customers.

They use a vast array of known sources and search for new outlets to suggest your products to potential customers, and they do it by really defining the Avatar.

So how does a Digital Marketing Strategy find ALL of the potential clients?

The answer is simple. It can’t. However, you can set the strategy to find more, and convert more, than you ever have before on a fraction of the budget you would spend on any other platform.

4. Digital Marketing Strategy: Hit the Pain Point

Every single person who ever bought anything had a pain point. All of them.

There is no exception to this rule.

“Pain Points” are the reasons you buy something. They can be big or small. They can be “needs” or “wants”.

No one ever bought anything “just because”. There was a reason somewhere.

It seemed like a good idea for long enough for them to reach for the wallet.

Your mission in every sale is to find that “one reason” that is good enough for your customer to open the checkbook or enter their credit card number.

When done properly, the likelihood of repeat sales is much greater than anyone that visits a brick and mortar store.

With the proper Digital Marketing Strategy, you will set up most of your Digital Marketing Campaigns with a method to track customer trends based on their pain points and their interactions to those pain points. Major companies have actually created pain points out of thin air, a lot of dollars, and highly effective marketing campaigns.

Here are some examples of those: 12 of the Best Marketing and Advertising Campaigns of All Time.

Most of the time, it is possible to serve the same customer the same exact product or service in a different way, or addressing a different pain point, and get the desirable action.

Creative thinking is your best friend when you are figuring out pain points for your Avatar.

5. Digital Marketing Strategy: How Can I Solve the Problem

Your product or service my address the Pain Point of your customer in some form or fashion. The truth is, you could be solving an issue they don’t even know they have.

I’ve got two words for you: Got Milk?

One of the most successful marketing campaigns was not even targeted at new customers. It was targeted at existing milk drinkers and basically gave them they idea that they weren’t consuming enough milk.

The Toy Industry has sold to parents and children alike with Saturday morning commercials between cartoons.

The commercials are designed to be the perfect balance between two viewing audiences watching simultaneously.

The language in the beginning is focused towards the kids to generate interest, the language near the end is focused toward the adult and how to buy, the final language is back to the kids to create urgency. “Have your parents call now.”

Even the visual appeal is changed during each segment of the commercial.

Sometimes the commercials show children having a great time playing with the toy in the beginning, then changing to include an adult playing with the kids and effectively creating the idea that this toy will allow you to have fun while playing with your own children.

In both of the Marketing Strategies mentioned above, the goal of sales was not conventional.

The introduction of solving a problem is still present though. The reason? It works. All the time. Every time.

If you can locate your Avatar, introduce them to their Pain Points (even if they don’t know they have the problem in the first place) and you can solve the problem, you will sell them the product or service.

6. Digital Marketing Strategy: Build for the Long Term

No strategy will reach its fullest potential if it does not have certain key elements focused around longevity. And historically, most campaigns have a shelf life of months, not years.

So, build your Digital Marketing Strategy to layer your individual Marketing Campaigns. In short, diversify!

In the beginning, spread your budget over several small campaigns to different market groups. Work to find your Avatar. Then Listen!!!

If you are getting interactions, but aren’t making the transition to your Call to Action, do not be afraid to tweak your campaign.

That doesn’t necessarily mean you want to change the entire ad. Think about what your Avatar is really saying. Think. Think. Think.

Let me give you an example:

Remember “Dear ole’ Dad” we spoke of earlier in this post?

What if he really is your Avatar, but he never actually bought the product. Did he not what it? Was it price? Or… was the landing page credit card submission button not working properly?

Let’s say we targeted “Dear ole’ Dad” through Facebook where we served him with a Video Marketing Ad.

He watched the video and clicked through to a landing page. On the landing page we allowed him to purchase the product through a shopping card but also gave him a 20% Off Coupon Offer if he entered his email address. “Dear ole’ Dad” enters his email address and we serve him the coupon… then nothing.

He never enters his credit card number to make the purchase.

What happened?

The answer is usually “Life”. Life happened. The phone rang. The dog barked. The daughter walked in. The boss called. The T.V. said something interesting. The internet stalled. The clock said he was late for something else.

That is not a reason for us to tweak an ad or the campaign flow.

This is a great reason to remarked to “Dear ole” Dad” and remind him of our great product and tell him that he didn’t complete his order. If need be, tell him several times.

Now, we may start tweaking if we get high traffic to the landing page but no conversions to sales.

Or if no one is giving their email addresses. Or if no one is getting to the landing page.

Once you answer all of those scenarios, make another one. Exactly the same, different audience. Or same audience, different Pain Point.

The expansion is infinite and you should always strive to find that next audience.

The more ad sets you are testing on lower budgets, the faster you will see what is getting traction inside of each audience.

Turn the money up on the ones that are working and turn the money down on the ones that under perform.

The Review: 6 Things You Need to Know for Your 2017 Digital Marketing Strategy

1. Start at the End

2. Design (for the desired goal)

3. Find your Avatar

4. Hit the Pain Points

5. Solve a Problem

6. Build for the Long Term

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