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Marketing Sales Videos

[Video] Facebook Retargeting: 5 Simple Steps To Convert More Leads

Click Here to Download a PDF Guide >>

Did you know it can take 3-7 or more exposures to your product before someone buys?

What if you could follow people around Facebook showing them your products for less than a penny?

If you are marketing right now without retargeting people—you are missing out on potentially 20% or more customers.

You’ll learn how to launch your Facebook retargeting campaign in 5 simple steps.

What do you notice from this Facebook retargeting guide? What parts are difficult to understand? What would you love to learn more about? I’d love to hear your thoughts in the comments.

Categories
Marketing Sales

Facebook Retargeting: 5 Simple Steps To Convert More Leads

Did you know it can take 3-7 or more exposures to your product before someone buys?

What if you could follow people around Facebook showing them your products for less than a penny?

If you are marketing right now without retargeting people—you are missing out on potentially 20% or more customers.

You’ll learn how to launch your Facebook retargeting campaign in 5 simple steps.

Click Here to Download a PDF Guide >>

[toc]

How Allen Edmonds Retargeting Made Me Buy Two Pairs Of $385 Shoes

If you’ve used Facebook at all, you’ve seen the advertisements in your news feed and on the right like I show you below:

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See those Allen Edmond shoes? Allen Edmonds showed me that ad because I visited their website, and I visited that specific shoe on the website.

The headline and description copy isn’t fantastic at all but they are exposing me to shoes I’ve already seen and given me an easy way to buy the shoes.

These ads followed me around Facebook for weeks. Each time I saw one of these ads, it cost Allen Edmonds less than a penny to show it to me.

The ending of the story, I bought two pairs of Allen Edmonds shoes! That’s what retargeting is!

You can turn retargeting on for your business, whether you sell physical products, have an iPhone or Android app, or a SaaS business. Local businesses included!

Retargeting helps you get more customers for far cheaper than traditional advertising.

What exactly is retargeting?

Lets quickly cover the ‘what’ of retargeting so you can start implementing it for your business and website.

When I visited Allen Edmonds, what they did was cookie my web browser with a bit of code saying which pages I visited.

That bit of code knows what pages I visited and informed Facebook which Allen Edmonds ads to show me about the Wingtip Oxfords.

Every time I visited Facebook it showed me the specific relevant ads based on which pages I visited on their website.

While writing this post, I went to visit the belts page on Allen Edmonds and refreshed Facebook to see the targeting ad. And what do you know, it shows some awesome belts:

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I also clicked on that Appy Couple advertisement above the Allen Edmonds belts, and now they are following me everywhere.

You can easily set this up for your business in 5 steps which we’ll go through below.

If you have a developer you rely on to implement your code, you’ll want to give steps 1-3 to them, although they are fairly simple and we’ll show you step by step exactly how to implement the code.

Lets dive right in!

Set Up Retargeting On Facebook

Step 1: Set Up Your Facebook Retargeting Pixel

The purpose of your retargeting pixel is to know exactly which page a person visited. If they visited an article but didn’t visit your checkout process, you’ll want to send them to another article.

If they started the checkout process but didn’t buy, you could give them a coupon through your ad.

a. Create Your Facebook Ads Manager Account

If you don’t already have an Ads Manager account, you can go here to make your account. All you need to do is click ‘Create Ad’ and revisit the ads manager link to get the ability to create your ad. You don’t actually need to create an ad just yet to get your ads manager account created, just start the process of creating an ad and return to the Ads Manager.

b. Create Your Retargeting Pixel

Next, you’ll want to go to Audiences to create your retargeting pixel which will collect where visitors on your website go.

Click On Audiences.

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Click on Create Custom Audience.

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Click on Website Traffic for type of audience you want to create.

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Click to agree to the terms and click ‘Create Web Remarketing Pixel.’

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Website Traffic: select ‘Anyone who visits your website’ and click ‘Create Audience’ in the bottom right.

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After you create an audience, it will give you some code, which you can send to your developer or keep for yourself.

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If you are install the code yourself, copy and paste it into a text file, and keep that file handy:

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Step 2: Set Up Your Facebook Conversion Tracking

The next step is to track which ads people click on that cause them to buy. This is very important to know your cost per acquisition (CPA) because if you know your CPA you know how much money you can spend to get more customers and more profit.

a. Create Your Conversion Tracking Pixel

In your ads manager, click on Conversion Tracking and click on Create Pixel when you get inside the conversion tracking tab.

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Select Checkouts to track people who bought and rename your pixel to something you understand, I named mine ‘Place an order.’

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After you create the Conversion Tracking pixel, save the code into a text document or email it to your developer.

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Step 3: Put The Retargeting Pixel On Your Website & Conversion Tracking On The Thank You Page

The next step is to put the retargeting pixel on your website on every page so every visitor who visits your website is cookied. This means you can target them with relevant ads like Allen Edmond did to me with shoes and belts.

The purpose of this guide is to show you how to target anyone who visited your website, if you want to target people on specific pages, you’ll need to create separate tracking pixels for different pages like your checkout page.

If you have WordPress, you can easily integrate this code into all pages on your website and specific pages.

If you know how to edit HTML and you don’t use WordPress or other content management systems, you will just need to put the tracking code in the header of every page for the tracking pixel and the header of your thank you/ confirmation page.

Here is step by step instructions to put it in WordPress and also paste it into an HTML file.

a. For WordPress: Install OH Add Script to Individual Pages Header Footer Plugin

Log into your WordPress dashboard. You can get there by going to http://(nameofyourwebsite.com)/wp-login.php.

Click on Plugins.

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Click on ‘Add New’ at the top.

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In the search field on the top right type ‘OH Add’ and press enter.

When OH Add Script appears, click on ‘Install Now.’

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Click on ‘Activate Plugin’ on the next page.

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b. Implement your tracking pixel into your website

Next go to Settings -> Header Footer Settings

Copy the code you had for the retargeting pixel and paste it where it says ‘Google Remarketing.’ Save your changes.

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c. Implementing your Conversion Tracking pixel onto your Thank You page

The purpose of putting the tracking pixel on your thank you page is to track if any specific ad caused someone to buy.

The more successful you know which ads create signups, the more you can test and increase conversions for that specific ad.

Go to your thank you page, and click to edit it in WordPress.

Scroll down the page and look for OH add script.

Paste your ‘Place an order’ tracking code into the first box you see and click update/publish to make your changes go live on your thank you page.

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d. HTML: Inserting the conversion pixel into an HTML page

The tool I use to edit HTML files is called Sublime. It’s free and something many engineers use all day to do any coding.

After you open your HTML file, paste the code into the header, generally to be safe, place it between other script codes like you see in the screenshot below. Save the file.

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Step 4: Create a Facebook ad

Next you’re going to create a Facebook ad to target people who have already visited your website.

The ad we’re going to create together will target people who have not started the checkout process. We’re going to retarget them with an article. We won’t be jumping into writing the article here, make sure people have the ability to buy, give their email or move to the next step of the buying process on your article near the bottom or the top of the article.

a. Example Facebook Ad

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b. Create Your Facebook Image

You’ll want the image to be 1200 x 627 in size. You can find all the specs here for Facebook ad images.

I used Canva to create the Facebook image, which is a great tool you can use to create many of your design needs.

c. Create Your Ad In Ads Manager

Go to your ads manager and click on ‘Create an Ad.’

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Click on ‘Send people to your website’ and paste your article URL into the url box on the right.

Click ‘Continue.’

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d. Select Your Ad Targeting

Custom Audiences: For your Custom Audiences, Select ‘Website Visitor’ that we created before.

Locations: For Locations, select the locations you want your ad to show up in. If you are a local business, select your city, if you have 128 locations, select all 128 locations. The goal here is to only show your ads to people who can buy, if you are a global business, target the world.

Age: Select relevant ages for your product or brand.

Gender: I selected Gender here to be female to ensure my ad only shows to females, now if your buyers are men too, you can show it to them.

Languages: I selected the language as English for my article because its in English. Select the language based on who your buyers are. If you only target English speakers, select English (All).

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e. Setting Your Ad Budget

Budget: If you are just starting, set a budget per day of $5 or less. Whatever you can afford.

Schedule: If this is a seasonal retargeting ad, schedule it to start and end at specific dates.

Optimize For: Clicks to Website.

Pricing: Select ‘Set the amount a click to your website is worth to you.’ I recommend starting with pay per click so you can gauge how much it costs to show the ad. Each time a person clicks you will be charged at max $1.25, generally lower through a bidding process.

Ad Scheduling: Leave this as “Run ads all the time.”

Ad Set Name: Name your ad set based upon which specific article you are targeting in this ad group.

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f. Creating Your Ad

How do you want your ad to look?: For now select ‘A single image in your ads.’

Choose different images to create multiple ads: Click on upload and select the image you created for this ad. Start with 1 for now unless you have multiple images for this same article.

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Connect Facebook Page: Select the page you want to associate with this Ad, this will be your Facebook Brand page.

Headline: Write a compelling headline that goes right below the image. This is generally what people read 2nd or 1st when they see your ad.

Text: This is the body copy of your Ad, this is generally seen 2nd or 1st depending on how eye movement works. Write an enticing question or fact, or idea from your article to get people to click.

Call-to-Action-Button: These are optional though it doesn’t cost you anything to have them, so select one closest to what your ad is about, if it’s an article ‘Learn More’ works great.

Click on ‘Show Advanced Options’

News Feed Link Description: This is the text that goes below your headline, put something in here that makes it more compelling for them to learn more.

Conversion Tracking Pixel: Select your conversion tracking pixel you created, in this example ‘Place an order’ is the pixel that is available here.

Click to turn off your Mobile News Feed & Audience Network, these are on the bottom right in the image below. Unless your mobile website is converting very well, you’ll just be wasting your budget on mobile ads. Audience Network is a lot of other ad networks and applications on phones that have very high click through and little conversion.

Click on ‘Place Order.’

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Your Ad now goes into review by Facebook. It can take 24 hours or longer to get approved.

Step 5: Evaluating Your Campaign

Creating your ad is only the first step!

Next you’ll have to drill down into if your campaign to see if it is profitable.

a. Setting Up Your Reports

In your ad manager, click on Reports. 

Click on Customize Columns.

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Set up your columns to look like the columns I have below:

You’ll have to find Checkouts (Conversion Pixel) by scrolling down and clicking the check mark next to it

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After you finish, click ‘Apply.’

After your ads go live, you will start seeing data and seeing how many conversions actually happened with your retargeting campaign.

From there you will now want to test different images if you haven’t already.

b. Testing Different Images

The reason for testing different images is because clickthroughs and conversions can be vastly different for images.

If you can get more people clicking through to your article that ultimately leads to sales, Facebook will effectively allow you to pay less per click because your content is likely more relevant to people over someone else.

Your goal with retargeting is to get more conversions at a lower cost so you can increase your spending to get more conversions.

To add more images to your existing ads, all you need to do is upload more images and ‘Place Order’ for more ads.

We test different images because it’s the highest point of leverage to get more conversions and clickthroughs.

In your Ads Manager, click on Campaigns -> Click on The Campaign you created -> Click on the ad set -> Click on the ad itself, it will dropdown the ad and more options.

Under ‘Creative’ click on ‘Create Similar Ad.’

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From there, just scroll down to ‘Choose different images to create multiple ads’ and upload multiple images-up to 6 images-to test more images.

After that, just scroll to the bottom and click ‘Place Order’ to get more ads created.

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That’s it!

Now you have more images to test clickthroughs and conversions with.

After you test images, you’ll want to test different headlines.

Keep tweaking your retargeting campaign so you get more clicks and conversions at lower cost.

Takeaways

Thanks for going through this whole guide to add retargeting to your business. It’s very valuable to be able to retarget people who already visited your website because you can convert these visitors generally easier and cheaper than buying ads for fresh traffic.

Many people who don’t buy or sign up in the beginning do so because:

  1. They didn’t have enough time to buy the product (they are busy)
  2. They would have come to buy back but they forgot about your product
  3. They weren’t ready yet and your retargeting ad (like Allen Edmonds) was a constant reminder about your product

Follow this guide and implement retargeting ads for your website. It’s all about taking action, and taking this small step will open many doors for you and your business.

I hope you implement Facebook retargeting for yourself so you can start getting more of your visitors to sign up and grow your business.

What do you notice from this Facebook retargeting guide? What parts are difficult to understand? What would you love to learn more about? I’d love to hear your thoughts in the comments.

Categories
Marketing

How To Get More Customers Out Of Your Adspend Through Re-marketing

It’s said it takes an average of 7 exposures to your product before someone buys.

Paying $7 to get someone to click over to your website is ONLY the beginning.

Even if you don’t convert them into a customer right away, there are many ways to show up all over the internet wherever they visit.

Showing up all over the internet with relevant ads, makes the person think your business is bigger than it is.

You’ve visited a website before where after leaving their website without buying, you start seeing their ads pop up every where you go, even on Facebook.

Allen Edmonds does this very well. If you look at a specific shoe or belt, they will follow you around with ads about those pages you visited until you buy.

It only costs them fractions of pennies to show you that ad, you are getting exposed to their brand (and I eventually broke down and bought two shoes).

Again, getting someone to visit your website doesn’t mean they are gone forever, it means you can now re-market to them so they buy later.

How does re-marketing work and how can you do it?

When someone lands on your website, they will be cookied as a visitor on your website.

That means your re-targeting platform will serve ads to them based upon the actions they take and how you want to market to them.

If they visited your checkout page but didn’t buy, you could easily target them with a very specific coupon to get them to come back and buy.

If this all sounds super technical, it’s not, all you do is put a bit of code on your website or have your developer do it, and create specific ads for different situations.

These will generally be display/banner ads showing a picture and text in a rectangle or square box.

You can easily get re-targeting ads deployed for your business in one day if you have the design assets and technical skills to set this up.

There is one platform I recommend you start on because they make it really easy to re-target people, it’s called Adroll.

The way any re-targeting platform works is they have an amount of ad space set aside of people who want to re-target. If it’s a company that doesn’t own the ad space like Adroll, they generally buy up inventory in companies like Facebook, Google and other places to display their ads.

Once you get your account created and approved, you will need to put the re-targeting code on your website. Once your code is on and recording, make sure you have ads to show to people who visited your website.

You’ll also need to segment your visitors and decide who to show the ad to and who to not show the ad to.

You do not want to show ads to a customer who have already bought your product, you would just be wasting money.

You can show new products that person didn’t buy to get more purchases from them.

The way to choose to NOT target someone is based upon what pages that person visited, so you’ll set thank you pages for pages after someone buys to know if they bought or not.

If this all seems really complicated, it’s not.

If you’d like me to set this up for you and help you increase your sales in an automated fashion through re-targeting, just contact me here to see how I can help you grow your business.

Go start your re-targeting campaign and let me know how it goes for you!

Categories
Lifehacks Marketing Psychology

Why “Do What You Love” Is Wrong To Tell Anyone

I was just reading an article today and it had a lot of different tips by entrepreneurs and this showed up at least 3 times in 7 tips.

They say, “do what you love.”

That’s completely wrong.

Especially when we tell that to a person who doesn’t really know what we mean.

Many entrepreneurs assume another person knows exactly what we mean when we say it.

Most people who hear that phrase have objections such as:

“People don’t make money doing what I love”

“People won’t pay me for that”

“It’s not possible”

Basically what happens here is a piece of advice is given that is not able to be understand by the average person who doesn’t read or study methods to do what we love and make money at the same time.

But even then, there are many things we love doing that we are not able to make money with.

It would be crazy to expect to make $1,000,000,000 by just watching TV all day. We might love watching TV but it’s not going to make us successful.

What entrepreneurs do when they truly love what they are doing is they consciously chose to do something and started to love it later.

It also happened to be profitable or someone showed them how to make money doing it.

For example, a lot of people don’t start out loving the new CD of an artist they like.

They listen to it, and it sounds ok, but as they listen to it more and more, they start liking it more and more.

Repetition causes us to view things differently and maybe even love what we are doing.

Many entrepreneurs don’t start out liking marketing. Some absolutely hate it.

But personally, I didn’t know anything about it and I always thought marketing was for scum bags.

Then I discovered all marketing really is when boiled down to an ethical way of doing things is to help people find solutions to their problems.

And now I spend 8 hours a day or longer helping people find solutions to their problems and I LOVE to do this. And I make money at the same time.

Marketing aligned with where I want to be in life which allows me to love it.

I wouldn’t love tricking people or creating marketing for something I don’t find good and ethical (I have turned down many deals worth a lot of money on this basis).

What I’m basically saying is this.

We can become very successful by doing what we love, though usually we have to truly find out what we love to do and many times we have to start loving what we do learn.

That means, sometimes we start doing something we hate or don’t like at all, though doing it over and over again, we start to like what we do and it has a bigger meaning to it for us.

For example, Zig Ziglar talks about in one of his tapes about a positive Doctor.

Zig says we should find a positive doctor who follows his own advice.

Zig had a thin athletic doctor that told Zig he could eat whatever he wanted to eat to lose weight.

He was just going to give Zig a list of what Zig was going to want.

So when someone says, “Do What You Love” sometimes it means to love what you do, then doing what you love becomes true.

Categories
Copywriting Marketing

The Vital Marketing Mindset To Make Sales And Get Clients

This is the most vital item to think about before creating a product or doing any marketing because it’s a way to nearly guarantee what you will be doing will be successful.

A lot of folks start out on a different path, doing what they want and selling what they want everyone to have when they could easily change the mindset into selling what other people desire and want.

Gary Bencivenga, one of the greatest copywriters alive, if not the greatest, told a story about Bernard Baruch.

Bernard was one of the most influential people in the 1920s and further and a great persuader. He was an advisor to 6 presidents, a wall street titan and could get a room full of people to feel like and agree to a plan he put together who were before just fighting passionately over their issue.

When Bernard was retiring, people were asking about what his secret was.

Someone asked:

“What is your secret? Is it something that the rest of us can learn to do?”

His response was a 12 word response that holds true to my point before, about the vital mindset to make sales and clients.

Bernard’s response:

“Find out what people want and show them how to get it.”

That simple right?

I’ve found out first hand, what is simple is usually what works best.

Start with this mindset before any marketing plan and business, and you will up the odds of being successful exponentially.

Categories
Marketing

The Biggest Mistake Companies Make In Marketing

The biggest mistake companies make in their marketing is a very simple one.

They try to give the customer what the company thinks the customer wants.

What they should be working on is giving the customer what they want AND need, not just what they “think” the customer wants.

Common sense, but often not common practice.

Categories
Marketing

The World Is Flat

The first dude who proclaimed the world was round, I believe he was proclaimed a lunatic and left in jail to die.

I’ll be the next 36131363 person to declare that the world is flat.

The internet connects us, and airplanes (own a private jet for a reasonable price per year anyone?) connect us like never before.

If we focus on feeling safe in our little bubble, it won’t be safe for much longer.

The world is the stage.

Categories
Lifehacks Marketing

Marketing Has A Bad Rep

It’s the story many of us tell ourselves.

“I hate sales people, I hate advertising and marketing, it’s so annoying.”

The thing is, marketing is story telling, and we tell ourselves stories all day.

Even the story about hating marketers.

All day we do marketing. We make other people believe our story about who we are and we even believe the story itself.

When we teach kids how to be great people, we are marketing to them that our idea/story is the good one to follow.

Sometimes we make the mistake of saying it’s better for them when it’s really not.

We also sometimes make the mistake of telling them they should follow what we say without telling them why or what reason we have.

If we don’t tell them why or how it benefits them, 33% or more of kids and our audience stop listening.

Categories
Marketing Psychology

Clients Don’t Buy Because Of Benefits, Features or Ideas But Because Of

Stories. Stories spread through users.

What story could you tell your client or have your client tell themselves about your product?

Most products are wants not needs. “Needs are pratical and objective, wants are irrational and subjective.”

 

Categories
Marketing

How To Make Money Online

How To Make Money Online

1. Don’t buy any make money quick training programs or books because they will cause you to spend money (especially the purchase of the item) doing things that do not produce value for other people.

2. As Seth Godin has said, don’t google How To Make Money Online because most of the results (except his) is designed to make you spend money on their “method” or product that they make money from.

3. Don’t follow people who flaunt their wealth in the extreme and then say “you can make $5000 per month doing what I do!” There is a guy in Singapore who targets many countries in Asia flaunts his airplane and 6 figure car while what he teaches is 8 year old material – affiliate marketing promising or luring people into thinking they can easily make $5000 per month from it. Do you see the disconnect? After looking at his website and other things he does, he makes nearly all his money from teaching people how to make money. His pitch during his seminar happened from even before he stepped on stage and he opened with, “I just flew in on my airplane.”

4. Provide true value people seek. This is the most important one. Did you know there is a blog with a person who writes in the 3rd person about celebrity shoes that makes 6 figures and more a year? The value this guy provides is entertainment and a unique story he gives to his readers. Providing value is simple, just giving them something they truly want and need, a solution you have that will help them get to where they want to be.

5. Truly care and provide results. It’s better to make a person a long time or lifetime customer through your ability to demonstrate you will sacrifice short term profits to make sure they get the results they need. Lets say you had a potential customer who sent you an email and said, “hey, I know you have your product coming out soon but, Roger said to wait to buy it because he is going to offer a super valuable bonus. I really want to get your product now, but I also want to get Roger’s bonus. What should I do?”

Now you could say to him to buy directly from you so you don’t have to pay the commission or be cool and say, “definitely wait, whatever Roger has will be worth it and my product will be here for you to buy later.”

Now the customer appreciate’s that you will give up short term profit for his benefit which overall is a win/win situation and your customers will appreciate that.

6. Create a story. Stories are easy to follow for people. Create a story around your product, around what happens if they use it, around how it came about and about what happens if they don’t use it.

7. Make money offline first. Make money offline and then work on making money online. The Internet isn’t some magical place where people will just give you money, it’s just more efficient.

8. Make it a cause. No matter how big or small it is, make sure there is a cause for your buyers to keep in mind. Whether part of their purchase goes to build schools for orphan children or your focus in on a healthier relationship for them so their kids can grow up in good families, make it a cause.

9. Be seen as the most trusted advisor your future potential customers can have in whatever niche you are seeking, and BE the most trusted advisor to them.

Categories
Marketing

Are You Making This Marketing Mistake?

All the Different Parts of Marketing

Integrating marketing in everything is key for creating the best customer experience, and the best customer experience usually means they are more likely to buy.

This is a mistake most folks make, whether with an information product business or brick and mortar store.

We create content or products which are not specifically directed or create a consistent experience our customers can go through.

When I say integrate marketing into everything, it literally means everything.

From how your prospect (or potential customer) finds you on your opt-in page or pay-per-click advertisement, all the way to after they already bought or didn’t buy your product.

This also includes your blog posts, your emails, your videos, and your audio files, and much more.

It’s a mistake not to include marketing into your product either.

I’m not saying you should spam your user with your marketing of “buy this now” crap, more over integrating your message into everything you do.

If you want to teach folks how to lose weight, well, you’ll always need to integrate your message, maybe it’s lose weight with less effort, so you might mention “in little or no effort this technique” and sort it around like that.

What exactly do I mean by marketing?

Many folks say the different components of marketing make up marketing. Such as branding, advertisements, research, competitors analysis, and etc.

Yea they are all parts of marketing, but what is the main goal of marketing?

It’s for your customer to buy your product or buy it in the future or tell someone else about it.

I really like to repeat myself.

Marketing is for your customer to buy your product or buy it in the future or tell someone else about it.

The biggest marketing mistake before not integrating marketing into everything you do, is letting someone else do your marketing.

Someone else who may not be as passionate as you, someone else who doesn’t care how well you succeed, as long as they get paid. Who knows more about your product than you?

These folks don’t usually get paid on commission of what YOU make, usually a commission of what you spend, so their goal is for you to spend so they make more.

The marketing message gets jumbled and folks start to make marketing about who can win the most useless awards or who can make people laugh or who can make people cry.

Really, the most important thing for you, is for your customer to buy, buy, buy or buy it in the future, or tell someone else about it.

How To Integrate Marketing Into Everything

It all boils down to one thing, when you want your customer to buy, you have to really answer this question your potential customer asks.

“What’s in it for me?” 

Basically, what benefits does your customer receive when they first read whatever you are giving to them.

Of course you’ll need a good headline or title, but that’s for another post.

Before you start any email, any blog post, any product, any video, any whatever, just make sure you tell your customer what benefit they get from doing what they are about to do.

Think about the benefit they’ll get and start creating from that point of view.

Tell them the “why” they should read what they are about to read or buy what they are about to buy.

Also to really understand your market is key to marketing.

You really need to understand what message your customer wants to receive or what message will keep them interested.

This is the marketing message.

Think of the book the 4 Hour Work Week. That title in itself tells you what the goal is.

The message in the book is consistent throughout the book, work less and get more results by being more effective and challenging the status quo.

That message is consistent from beginning to end, and on his blog as well. Nearly every blog post is about how to get more out of doing less.

People know what to expect when they follow him or read his books. It’s a consistent customer experience and likely best for the type of experience he wants for his prospects and customers.

When you integrate marketing into everything you do, including the product itself (remember my definition for marketing up top?), your customer has a better experience and is more likely to tell someone else about it.

They are more likely to buy from you. And possibly become 1 of your 1000 true fans.

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