Digital Marketing Trends Every Entrepreneur NEEDS To Know 2020


on today’s episode we’re talking all
about the top digital marketing trends for 2019 so you can get more leads
customers and sales for your business we’re also going to take a look at my
predictions from 2018 how many I got right
how many I got wrong and which are still relevant today let’s get to it
hey there my name is Adam Earhart modern marketing strategist and welcome to the
modern marketing show but we help you generate more leads customers and sales
for your business by making way better marketing all right let’s talk digital
marketing trends especially here kind of midway through 2019 what have we seen
that’s been effective up till now what do we see as going to be effective
moving into the end of 2019 and into 2020 we’re also going to take a real
quick look at what my predictions were in 2018 because after kind of reviewing
the video which I’m going to make sure to link up in the descriptions below as
well as at the end of this video well after reviewing that one turns out
that many of my predictions were pretty much spot-on in fact a lot of them are
still just as valuable today if not more valuable so gonna make sure to highlight
all of those so you don’t miss the boat again in 2019 just in case you haven’t
hopped on board after all just like the analogy I used in the 2018 video you
don’t want to be blockbuster when you could have been Netflix just by staying
ahead of trends and keeping pace with the fast changing environment we now
live in alright so when it comes to digital marketing there is probably no
more trend that’s important to talk about than that of Facebook advertising
now here’s the kicker I talked about this back in 2018 as kind of the first
thing that we covered in that video but it’s just as relevant today if not more
relevant because Facebook advertising still tends to be the dominant player in
the space now there are some shifts obviously in facebook ads and how
competitive they are and what strategies are working best but overall just
looking at them kind of holistically from that 30,000 foot overview there’s
still an absolute powerhouse and Dominator when it comes to online
advertising and digital marketing in general and yes well ad costs have risen
and Facebook ads but also across pretty much every other advertising network
well even though the ad costs have risen they’re still really pennies on the
dollar when compared to traditional advertising like TV or radio or
newspaper even Direct Mail but just suggesting you use Facebook ads really
is enough so let’s dive into just a few
specifics on how to get the absolute most from Facebook Ads in 2019 probably
the most important point to mention when it comes to Facebook Ads is that yes
costs have risen things are now way more competitive and they’re gonna be a lot
more competitive in 2020 doesn’t mean it’s too late to start it just means
that when you do start now you need to be a whole lot more strategic about it
yeah I remember the good old days back when we first started Facebook
advertising and all we had to do is chuck up an ad and we could put that
really ugly red box around it create all kinds of really ugly and not that great
ads and they would still convert because the competition was so low those times
are gone we’re now living in a new era where the customer and consumer is a lot
more savvy they know what ads look like and they’re not likely to click on any
of those click baby type ads even if they did
Facebook’s gonna punish you anyways so let’s not even go there the alternative
and the strategy that’s working best today in 2019 is to really look at your
campaign holistically meaning you’re gonna be strategic about the entire
funnel from ad landing page to Thank You page where they’re going after that and
thinking about the entire customer journey and this is how you make
Facebook has work for you in 2019 thinking about them strategically and as
part of the overall funnel and not just kind of the one-stop shop for getting a
click and getting a call and getting a sale and trying to get your ad to do all
the heavy lifting for you rather you need to look at it as a part of the
puzzle everything needs to be in place all right so the next digital marketing
trend in 2019 you need to be aware of is none other than content marketing now
back in 2018 I called this content and context marketing essentially meaning
that you need to make sure that your market aligns with your message which
aligns with the media choice that you’re using meaning whichever social media
platform or whatnot and really all of those need to be congruent this is still
very true today but it’s kind of more of a given now I think we all pretty much
understand that where people today are still dropping the ball or missing the
boat or any other cliched statement I can think of well where they’re missing
it is still not creating enough content for their businesses maybe because
everybody’s been talking about content marketing for so long maybe because it’s
kind of boring at the end of the day and nobody really wants to sit down and
write a blog post or record a podcast or make a video because of how much work
goes into it whatever the case people are still not creating enough
content this could possibly mean you too now a slight update to my 2018
prediction is that today we need to be a lot more multi-channel with our content
marketing meaning we can create that one piece of content and then syndicate it
out meaning let’s say we make a video and then we break out different video
chunks for different social media platforms we get the text transcribed
used as a blog post we strip the audio away for a podcast well although that
still just is valuable but we need to make sure that we are accurately kind of
distributing it across all of the different channels that our target
market is likely to use this is a lot more important today as people continue
to kind of diversify their media choices and the channels they spend the most
time on so yes content marketing is still incredibly
valuable not new not flashy not that sexy but make sure you’re creating
enough content and then distributing it across the right social media channels
and other media platforms where your target market is active on all right the
next point we need to cover again same as 2018 there is video now obviously you
know I’m gonna be a big supporter of video after all what are we doing right
here it’s video you see next to face-to-face or in-person communication
video really is the next best thing when it comes to communicating your message
and getting the word out there about what you do and who you help and how you
help them also I’m not gonna bore you with all the statistics but mobile usage
is up video consumption is up and therefore video consumption on mobile
devices is up meaning the way that people are engaging with their devices
and we all know we’re all spending a lot more time on our devices well the media
that people are tending to prefer to consume is video doesn’t mean that audio
doesn’t have a place because it does doesn’t mean that text doesn’t have a
place because it does it just means that video is a really important priority
here and one that is not getting enough attention now I fully appreciate you may
not want to be on camera I get it fully appreciate also that creating a video
can be time-consuming a little bit awkward and a little bit painful
especially in those early stages bottom gonna try to ask you to get over it as
best you can because the rewards are well worth the effort and that initial
discomfort and sacrifice you’re gonna have to put into to really go out there
and create a video well it’s gonna be well worth it and as you create more
videos they’re gonna snowball and you gonna continue to build your brand and
your authority and your business all right and that leads us nicely into the
next trend for 2019 but first let’s talk about a trend that I predicted in 2018
was going to be very important that I may have overestimated just how valuable
it was and that was personalization you see back in the good old days of 2018 I
firmly believe that personalization was gonna take a lot more of a center stage
position in the marketing world basically custom tailoring messages and
the text that people would see and the experience that someone would have going
through your funnel well I really believe that company is we’re going to
spend a lot more focus kind of really trying to custom tailor this unique user
experience for each and every user now well this certainly did happen and we do
see a lot more segmentation and a lot more personalization it’s happened
nowhere near to the level that I thought it would and I’ve also come to think
that maybe it’s not as important as I initially thought
yes we’re all special and we’re all unique and we all like our own user
experiences however for most businesses simply not
cost-effective or time effective or energy effective to go out there and try
to create personalized and custom experiences for everyone rather the
alternative is to really niche down figure out exactly who is your ideal
customer avatar that one person that loves you loves what you do loves
everything about you and wants to tell all their friends and family because
that’s the person that you want to go after that person that type of person
that’s how you want to build your marketing and your messaging making sure
that you’re picking the right channels so that you can connect with them and
that leads us nicely into our next point which my prediction back in 2018 was the
end of internet marketing douchiness I’m quite happy to say that fortunately
we’ve seen this one fall off a cliff yes you still see people taking selfies in
front of their Lambos and their giant rented mansions and things like that
however they’re a lot quicker to get called out and after seeing a lot of
fake income reports and fake reports about just how well people are really
doing and all the studies that show that people are really putting forward kind
of a fake facade or fake personality on social media well a lot of those kind of
houses of cards have really fallen down and this is a great thing because it’s
enabled that authentic and true and and vulnerable type of entrepreneur and
business to go out there and thrive and shine and really connect with the people
they seek to serve now I know there’s like a million exceptions to this rule
you don’t need to send me all of them I’ve seen all the pictures I get it but
what you’re gonna find is that this strategy is significantly less effective
today in 2019 and it’s going to be even less effective in 2020 so if your
marketing contains any hyped up claims any hyperbole any Lamborghinis or
Ferraris you couldn’t want to be careful slowly start to drift those out maybe
replace it with like a Jetta or a Honda Civic or a Tesla even even though
Tesla’s are like a hundred grand I don’t get that somehow that’s okay though
branding now the next trend we need to be aware of and talk about here in 2019
is community now I did talk about this back in 2018 but I want to change just
the way that we structure this and phrase it you can really wrap your head
around what I’m trying to get across here essentially the businesses and
entrepreneurs that are building the strongest and most viable and engaging
businesses today in 2019 are ones that are really focusing on building a strong
community or tribe or group of people all centered around a core cause and
therein lies the key what they’re doing is they’re building up these communities
or these groups or these tribes around these core causes rather than around
their businesses themselves because marketing a cause or a mission or a
vision or an objective is a whole lot easier than marketing a business which
we all know exists really just to make money sure you might have some
underlying cause like serving the greater good and helping people but at
the end of the day if the business doesn’t make money it’s not really a
business even not-for-profit businesses make money they just don’t profit but I
digress basically when you’ve got a community of people all working towards
some kind of goal some kind of objective and your company can be the ambassador
for this well it makes it a lot easier to build a really strong community of
loyal and engaged followers that are ultimately going to end up becoming
lifelong loyal customers for your business I’m not sure I was accurate
when I labeled it a trend back in 2018 because it’s been around pretty much
forever but still just as relevant today alright and the next digital marketing
trend we need to talk about for 2019 is voice search basically when it comes to
voice search all we have to do is think about how we engage
our devices and it becomes really clear that this is gonna be something you’re
gonna want to get in front of as quickly as possible if you haven’t already the
reason this is so important is because the way the consumers are engaging with
their devices has changed from rather than just always typing in questions
they’re not asking them directly like where is the closest bakery or where is
the nearest gym or I guess those two don’t really go together or where can I
go to get an oil change or who has the best restaurant in town or whatever it
is basically people are asking their devices and their devices are giving
them the answers back this is why it’s key that you’re optimizing your business
for voice search so that when you ask your device this question your business
is the one that gets recommended in return which leads us perfectly into our
next point having a mobile social dominant strategy what this basically
means is that as I predicted back in 2018 the importance of having your
social strategy focused first on the mobile users was going to become
increasingly important we’ve definitely seen this and it’s only going to
continue to rise in 2019 and moving into 2020
now some platforms naturally already lend themselves pretty much exclusively
to this strategy Instagram being the main one which is pretty much mainly if
not only a mobile device platform I mean sure you can check it on a desktop
browser but you’re kind of limited and pretty much all the features but where
this becomes a little less obvious is in other social media channels like YouTube
for example well what we’re seeing a lot is that you know those little thumbnails
that you click most people are still designing them for desktop users but the
problem is is that a lot of people are using YouTube on their mobile devices so
if you’ve got small text or small images or it’s hard to read on a desktop well
you’re gonna be missing out on the bulk of your traffic now depending on your
demographic in your target market it’s going to be a little bit different
depending on how much of your search is coming from mobile and how much is
coming from desktop but one thing is absolutely clear and that is that mobile
use is up desktop use is down and we’re pretty much only gonna see this trend
continue to widen the gap this is why really focusing on mobile first whether
we’re talking about social media or your website even but really designing for
that mobile experience first is going to be the absolute best return on your
marketing budget rather than the other way around all right so I’m gonna link
up to videos here you’re gonna want to go check out right now the first is
digital marketing trends 2018 so you can see how
many parallels there were between this year and last year the second is
Facebook Ads tips and tricks 2019 which is going to give you some of my best
tips and tricks to really take advantage of what I believe is the most valuable
digital marketing strategy you should be using in your business in 2019 all right
so thanks so much for watching I hope you enjoyed the episode and I’ll catch
you next time on the modern marketing show

3 Social Media Marketing Tools to Grow Your Linkedin


LinkedIn’s no longer just the forum for
jobseekers and recruiters to interact at the platform has evolved into one of the
most influential b2b channels out there And today I’m going to give you three of
the best social media marketing tools to grow your Linkedin. So whether you’re
using the platform for personal or business use you just need to know how
to use it to your advantage and these tools are going to help you
build your brand and grow your influence online So welcome to the channel this is
the Tomasco project where you’ll discover marketing strategies to grow
your brand. If you’re new here I’m Tom and I’m a marketer with experience
growing some of the biggest brands in the world, as a client and a consultant.
So with over 600 million users on LinkedIn and 260 million active monthly
users, LinkedIn is a serious place for business development everyone is just
sliding into those DMS. Of course, it’s not just about those unwanted DMS
LinkedIn is a great platform for branding content but also the leaders of
today and tomorrow sharing thought leadership in their
respective areas of work. And the good news is the platform is still growing
with a goal of 3 billion people it’s no wonder many people see it as a goldmine
for lead generation. Now if you’re just using the platform to push branded
content you’re missing a trick and these tools are really gonna help you build
your brand but grow your influence on Linkedin So number one crystal knows now
this tool blows my mind it can tell you everything you need to know about
communicating with somebody else it’s scary. Now this tool is so useful because
for the most of us we’re just using LinkedIn to communicate with other
business professionals and for a lot of us that just means social selling and
when you get it wrong it can cost you It can be failing to grab someone’s
attention on the opening message losing attention on that first call or even
having warm leads go cold we all know the importance of good communication Crystal users of personality AI to analyze millions of online data points
to recognize extensive personality traits. It’s going to act as your coach
and guide your communication with anyone on the platform. It can provide do’s and
don’ts for every conversation including meetings phone calls and email and even
make suggestions for communications and styles based on their personality
behavior and motivations It’s really my favorite
tool for getting those insights that can make the difference for connecting with
someone for the first time Number 2: lumen five. Now lumen five is another tool that’s been around for a while but advancements in AI have really meant
that this program has come on leaps and bounds. It’s a content creation tool that
allows you to turn old articles into engaging video content for social posts
stories or ads it allows anyone without any formal training or experience to
easily create amazing videos in minutes Which also can be a huge time saver for
those of you who just got no time in a week to create new content. Not only does the platform offer the tools to turn old posts into videos but their built-in
media library offers access to millions of stock footage photos and soundtracks
this means you’ve got access to everything you need without having to
record or purchase anything externally It’s as simple as copying and pasting
that external link into the algorithm using it to populate a storyboard drag
and drop the assets into place and boom you have yourself a video So number three Resume Worded, now if you’re not using LinkedIn to share branded content
or lead generation it’s likely you just want to get noticed. Now we’ve 600
million users it’s a busy playground and it’s
important that you stand out. Whether you’re hunting for a job, leads all of
opportunities so it’s really important to make sure your profile is optimized. Resume Worded provides instantly tailored feedback on how to enhance your
profile for free so that you can be found by the right people. With the
LinkedIn review feature you can get an indicator of how well optimized your
profile is already based on 200 different algorithms and insights. Your
score is going to be made up of components of your LinkedIn bio
including headline summary experience and education. All you need to do is head over to your LinkedIn page download a copy of the PDF bio and
upload this to the resume worded website and get a breakdown of how well
you’re performing instantly So let me know in the comments below which tool you think is the most useful for growing your LinkedIn. Now if you like this
video be sure to subscribe share with your network and turn on those
notifications so you don’t miss any of the new content coming your way. And for
those of you looking to connect more professionally there’s a link to my
LinkedIn in the description below check it out until next time peace

B2B vs B2C Marketing (What Are The Differences?)


– In the red corner, we’ve
got the overly emotional, benefit driven, impulse
buying, often imitated, but never replicated B2C marketing. And in the blue corner, we’ve
got the highly rational, but oh so boring,
features driven, logical, and rational, but takes
forever to make a decision B2B marketing. Both have a time and a place. And that time and place is here and now. So let’s get to it. (upbeat rock music) Hey there, my name is Adam Erhart and welcome to the Modern Marketing Show, where we help you make
marketing that matters. So if you’re interested in learning about the latest and greatest
marketing strategies, tools, tips, tricks, and tactics, well, ya may wanna consider subscribing (bell chiming)
and hitting that little notification bell. Now before we dive into
the meat and potatoes about B2B versus B2C, we need to make sure that we’re operating
from the same definition, so let’s quickly cover that first. First up is B2B or business to business. Now this is a business that operates by selling its products
to other businesses, kinda self explanatory. And the same thing
pretty much goes for B2C or business to consumer, which is a business that operates by selling its products or services directly to consumers. Now when I first got started in marketing, I got to learn all about
the B2C market first. This is what most people think about when they see an ad on TV or hear something on the
radio or see something online. My introduction to B2B marketing, however, came from one of the worst places possible to learn about it, a textbook. I remember like it was yesterday, sitting, staring, and
quickly losing focus on what I was supposed to be concentrating on and my textbook soon becoming my pillow for the next 45 minutes, but it’s hard to blame
myself looking back. After all, my B2B marketing textbook was filled with such amazingly
exciting chapters like Organizational Buying Behavior,
Supply Chain Management, Inter-Firm Relationships and Networks, Relationship Portfolios
and Key Account Management, and who could ever forget the classic, Segmenting The Business Market and Estimating Segment Demand. I remember thinking to
myself, “What is this stuff?” At the point I was taking this class, I had already been studying
marketing for years, had built a successful agency and was already consulting
some of the best and brightest minds in the marketing from all over the world. I’d also already worked in sales and marketing for years in
both B2B and B2C industries and sold everything from shoes
all the way up to airplanes, and I knew the concepts
that they were talking about in the textbook were really
just written for academia. Big words and concepts
just to sound interesting, but with little real world application. Sure, there were some good gems in there and some important takeaways to learn, but even for a self-confessed
marketing geek, this was just too much and nobody ever built a business studying Inter-Firm
Relationships and Networks. Here’s the thing, whether B2B or B2C, marketing is marketing. And marketing is little
more than communicating how your business, your
product or your service can help solve your customers’ problems. Don’t over complicate it. The whole B2B versus B2C
thing really confuses things by suggesting that each requires
its own set of strategies and tactics and underlying principles. Now, before I suggest a better alternative to comparing which one, B2B or B2C, let’s first take a quick look at the differences between them. Now business to business industries typically have the
following traits in common. They have fewer customers, larger orders, higher value orders, longer decision time, and in general, a longer
relationship is formed. B2C businesses on the other hand, typically have more
customers, smaller orders, lower value orders,
shorter decision times, and a shorter or transactional
relationship time. Now, obviously there are
exceptions to the rule, like in some cases, B2B businesses might have smaller priced items and some B2C businesses might
have higher priced items, but in general, the criteria
work pretty darn well. Basically, B2B marketing
typically focuses on fewer, but bigger customers, and B2C marketing, on more,
but smaller customers. This means for B2B type marketing, you’re gonna have a little more incentive to put a little more
punch behind your pitch because you’re gonna have to
market to fewer customers. And if you’re B2C type marketing, well, you’re gonna wanna
make sure that your message has a little bit more of a broader appeal ’cause you’re gonna wanna
appeal to more customers. But here’s where people and those textbooks
start to go oh so wrong. Whether you’re B2B or B2C,
here’s the cold hard truth. People like doing business
with people, not businesses, So even when we’re talking about massive, nameless, and faceless corporations, it’s still people behind those businesses that are making the purchasing decision. Which means it doesn’t
make a lot of sense to toss out common sense and replace it by businessing
up your marketing. This is especially true
today where customers, whether B2B or B2C, have become increasingly skeptical, jaded, and cynical of marketing in general. They’ve seen it all and they’ve been burned way too many times by spammy marketing, hyped up claims, and over-promising and under delivering. Fortunately, there is an alternative and one that’s easier, more effective, and a whole lot more fun, too. That alternative is to
all but completely abandon the constructs of B2B or B2C and choose instead to
embrace human to human or H2H marketing. Originally coined by Bryan Kramer, human to human or H2H marketing is pretty much exactly
what is sounds like; marketing like a genuine,
authentic person. This means removing inauthentic, stiff, and rigid marketing messages and choosing instead to replace them with genuine bonafide human communication, in all its messy and beautiful glory. This means more smartphone videos and less Hollywood production. Oh, hey there. More conversation style email marketing and less personality-devoid business talk. It means completely
eliminating words like synergy from all of your marketing and replacing them instead with words that people actually use, maybe like cooperation
or working together. It means actually caring about the person on the other end of
the call, or the email, or the social media post. And it means not treating
customers like products, or assets, or a means to an
end, or rather, the end itself. But above all, it means being human and seeking to serve the
people in the best way you can. And when you do this with good intentions because you really can’t fake this stuff, well, a funny thing starts to happen. You’ll find your marketing
becomes way more effective. It also becomes way more fun
and a lot easier to create. And you’ll find that your
audience will start to overlook any tiny flaws or errors that
you may have made in the past that people quickly jumped on; typos, bad hair days, too
many ums, ahs, whatever! People are a lot more willing
to forgive other people when they recognize that they have the best intentions at heart. Some of the best B2B and B2C marketing that I’ve ever created and ever seen have gracefully walked the line
between being professional, but approachable, authentic, but engaged, and results-driven, but
people-driven first. Because authenticity and being truly human doesn’t mean sacrificing professionalism. Whether B2B or B2C, results
matter, but people matter more. Alright, so thanks so much for watching. I hope you enjoyed the episode. If so, make sure to give it a thumbs up, subscribe to the channel, and if you have any comments or questions about this episode, make sure to leave them in
the comments section below. Also, for more great marketing strategies, tools, tips, tricks, and tactics, make sure to head over to adamerhart.com which is packed full of all
sorts of different resources and articles and videos to
really help take your business and your marketing to the next
level and way beyond that. So thanks so much for watching and I’ll catch you next time
on the Modern Marketing Show.

How To Write Great Content | Content Marketing For Your Blog, Website, Or Ads (2020)


Nothing happens until someone reads,
hears or watches some kind of content which is why in this episode I’m
breaking down how to write great content and giving you some of my most proven
and effective tips on writing better content for your blog, your website, your
ads or anything else. Let’s get to it. Hey there my name is Adam Earhart, modern
marketing strategist and welcome to The Modern Marketing Show where we help you grow your business by making marketing that matters. So if you’re interested in
learning the latest and greatest marketing strategies, tools, tips, tricks
and tactics well you may want to consider subscribing and hitting that
notification bell. We all know great content when we see it. Content that draws you in, holds your attention maybe even influences your decisions or your
behaviors. At least that’s what I try to do when I’m crafting up nice tasty
content for myself or for my clients. So how do I do it? Where does all this great
content come from? and how can you create great content of your very own? Well
after years of running a marketing agency and creating thousands and
thousands of different campaigns I’m happy to share 10 of my best content
writing tips with you here today in order to immediately help you level up
your content game whether for your website your ads your blog or anything
else you need to create content for. But before we get to that, first a quick
shout-out to our sponsor for this episode Charity Swipes. Charity Swipes has created a way for business owners to
help charities without costing them a penny. Just like square or PayPal, Charity
Swipes is a credit card processing company. The difference however is when
your business takes a payment a portion of the processing fee, which normally
goes to Visa or MasterCard well is instead directed toward a charitable
organization. Best part is Charity Swipes guarantees to provide you with a lower
rate than you currently pay in order to take cards. So, if you want to start
saving money while also helping charities make sure to click the link in
the descriptions below. Alright, now let’s kick this off with content writing tip
number one: What’s the point. Just like all things in writing and in marketing and in business and really in life we’ve got to have a really clear idea and
understanding of what the goal is or what the objective is or where we’re
trying to get with whatever we’re doing. After all, one of the best ways to write
content that simply isn’t very good or doesn’t do anything at all is to really
have no idea why you’re writing it in the first place or what you’re trying to
achieve with your piece of content. So, before you sit down to write anything
you really want to be clear about what you’re trying to achieve with this.
What’s the point of this content? Is it better search engine rankings?
Is a brand awareness? Are you writing an ad for engagement or for traffic or for
generating leads? Whatever it is, you’ve got to get really clear about why you’re
doing this. Now, there really is no right answer and different types of content
are going to justify different types but you really have to be clear because
again, different objectives are going to mean writing in a different way or with
a different type of content or how it’s going to be delivered in the end. For
example, let’s say that you’re writing an ad, well the very first objective of this
ad may be just to get the click or if you’re writing content for a website
about page well then obviously you’re gonna want to do a little bit more, try
to build up some know like and trust factor, hopefully lead them with some
kind of call to action or next action step that they can take. A key thing to
keep in mind here is what do you want your audience to do? your readers, your
listeners or your viewers. What action do you want them to take as a result of
consuming your content? You see one of the big differences when you’re writing
really good content for a business or marketing purpose supposed to just a fun
or fictional purpose is that well marketing and business content
really should create some kind of action. So, get clear about what action that is
that you want people to take so that you can make sure that your content aligns
with it and leads them to that conclusion.
Alright, tip number two is one of the most important things when it comes to
content and marketing and business in general and that is to significantly
prioritize clarity over creativity. Now, this is probably my biggest pet peeve
when it comes to content marketing and especially when it comes to advertising
where you’re going to be putting money behind the content that you’re paying to
promote. It’s also sadly a trap many novice and experienced advertisers and
marketers in general fall into, because again, we really tend to prioritize this
creative aspect and writing something that’s flowing and beautiful and
compelling but at the end of the day none of the creativity really matters if
it doesn’t get results and it’s not gonna get results if you don’t
prioritize clarity first, because a confused consumer doesn’t act, period. You see, if nobody understands what you do, who you do it for or how you can help
them, well then all the creativity in the world isn’t going to help your content
and when we’re talking about prioritizing clarity over creativity,
we’re not just talking about the main bulk of the content itself, but really
all of the facets around it, including the headline. After all, we’ve often been
told, especially years past, that the headline is the most
part of the ad or the most important part of the content because this is what
at least 80% of people are gonna read and many won’t continue on to the body
content. This is why so many people went on this totally wrong direction and
really went in the direction of clickbait or high P and really fake and
just kind of catchy headlines that didn’t relate to the content itself.
That’s a really bad idea. First of all, once they read this headline if it’s
catches their attention and then they get to their content and there’s no
congruence there, well then they’re gonna bounce, which is actually the literal
term for clicking the back button and getting out of there. Second of all, when
you use tactics like click bait or hyping something up or making fake
promises, well you’re really not doing any good things for your brand in the
long term, which isn’t really gonna help play out when it comes to content
marketing. Basically, when you’re writing content especially if you’re new to
writing content really focus on making it clear you can always get creative
later. Alright, tip number three is to double down on your audience avatar. Now,
when we’re talking about audience avatar another term here could be customer
avatar or ideal target market but really what we’re talking about is a fictional
representation of that most perfect customer or client or audience member
that you want to write your content for. You see, before you sit down and write a
single piece of content not only do you have to be clear about why you’re
writing this content but you have to be really clear about who you’re writing
this content for, otherwise it’s gonna miss the mark. This means really diving
in and understanding their demographic details like age, gender, income,
occupation, title, things like that geographic details like what city, state,
province or country they live in and psychographic details things like their
attitudes, interests, beliefs and maybe any organizations or clubs or
affiliations they’re a part of. Really dialing exactly who it is that you’re
trying to communicate with because it’s gonna make all of your writing and all
of your content that much more effective and resonate that much more. Alright, tip
number four is to take this last step and take it a step further by really
dialing in on their miracles and miseries.Now, I’ve talked about miracles
and miseries a lot before but that’s because it’s incredibly profound. You see,
when it comes to creating any kind of content or any kind of writing or any
kind of marketing where the goal is to create some kind of action which should
be the goal well you’re gonna want to leverage those powerful human emotions
that we all have, specifically the desire to avoid pain or to seek pleasure. For this reason, you want to make sure that your
content focuses on one of these two aspects. Either helping them avoid their
miseries which could be things that caused the pain, fear, frustration or
anything like that or help them achieve their miracles, their dreams, their goals,
their wants and their desires. The stronger you’re able to appeal to their
emotional sides the more your content is going to resonate and the greater effect
is gonna have. Tip number five is all about native content and what we’re
talking about here is respecting the platform that your content is going to
be published on. For example, are you writing content for a website if so you
want to keep in mind well who the audience is that’s going to be reading
this content on the website and are they going to be viewing the website from a
mobile device or from a desktop computer, because again, bass can influence text
size and length of content all those other things that go into it.
If on the other hand you’re writing content for say social media platform,
well you need to be aware that this is also going to influence the style and
the tone and the theme of the content, not to mention just saying that it’s
website content or social media content well that’s not differentiated enough, we
need to take it a step further and figure out which social platform, because
for example, an Instagram caption or a Facebook post or writing a script for a
YouTube video all of these are going to be very very different. Probably, the most
obvious example of this is let’s say you’re writing content for LinkedIn
article well LinkedIn being a business social
media site is going to have its own style and theme and way that the content
is going to resonate with the readers. For this reason, you’re gonna approach it
significantly different than if you were going to make that same post on Twitter
or Instagram or even on Facebook. You have to make sure that the content that
you’re publishing looks like it belongs there. Yeah, the underlying message can still be the same. In fact, you really just need to
find a different way of saying kind of the same thing but you need to make sure
that it is formatted and styled and fits in so that it’s accepted by the readers
and is more likely to be consumed. Alright, my next tip when it comes to
writing great content is to take things line by line. You see, when it comes to
writing great content, the goal of the headline is to get them to read the
first line and the goal of the first line is to get them to read the second
line and the goal of the second line is to get them to read the third line and
so on so forth. This is why it’s so incredibly important to hook them fast
right at the very beginning by A: letting them know who this is for and B: letting them
know why they should care and what’s in it for them. This is so incredibly
important, especially today with so much content out there. You really need to be
clear about exactly who it is that you’re writing this content for and why
they should care about it, because when you do well you’re more likely to really
nail that ideal target market and let them know that this is indeed for them
and this is how it’s going to help them which is only going to further increase
the odds of them consuming your content. You see, when you let people know who
it’s for and why they should care well it shows that you’re respecting their
time and it also shows that you respect the time of others that it may not be
for which is a win-win all around. Tip number seven is to leverage the
power of infotainment. Some of the best content and highest converting content
out there right now, especially if it’s marketing content that’s designed to
generate more leads or eventually lead to a sale, well some of this best content
that’s out there is using a form of content marketing called “Infotainment”.
Now, the name is not that original, essentially all you’re doing is taking
information and entertainment and slamming them together but the concepts
and the principles behind it are really what make it such an effective strategy.
First, let’s take information. Now, essentially what we’re doing here with
our content is we’re educating someone and we’re teaching them something about
some area that we have skill or knowledge or expertise in that we can
help them with. The beauty here of using information or education as kind of your
content marketing strategy, is that it positions you, not only as an expert and
an authority in the subject, but it also kind of subconsciously elevates your
status as that teacher role or as that person that’s actually helping them. It’s
a powerful psychological tool and one that’s kind of deeply ingrained in us as
humans. Really, we can’t help but to respect those that are helping us and
teaching us something. Not only that, it helps to further build trust by actually
showing that you know what you’re talking about. The next side is the
entertainment, because ain´t nobody got time for boring content. See, there’s way too much content
out there already and way too much boring content, so the last thing the
world needs is more boring content. Fortunately, creating entertaining
content really isn’t that complicated you see you definitely don’t need to go
out there and produce some kind of giant Hollywood production around your content,
all you really need to do is be fun, be unique and be yourself. Also, there’s a
bit of a bonus tip here if someone’s truly interested in the content that you’re talking about, well they’re gonna kind of naturally be
entertained anyways and if they’re not interested in the content that you’re
talking about well then all the entertainment in the world isn’t gonna
get them to keep consuming your content and this all rolls back to really
knowing your ideal customer avatar or that audience avatar that you’re
creating the content for in the first place. The next tip I want to share with
you is to simplify. Now, this point kind of builds off our clarity over
creativity concept but I want to take it a step further and really encourage you
to simplify your writing. Obviously, we’re not talking about academic papers here
where sometimes the goal seems to be just to confuse the reader but we’re
talking about marketing content here for a website or blog or ads in which case
the goal is definitely not to confuse your reader because if you confuse them
you’re gonna lose the sale. Einstein said it best when he said if you can’t
explain it simply, you don’t understand it well enough and I promise you nobody
likes a show-off who just jams a bunch of jargon or technical words or insider
slang or industry lingo into their content. It’s bad for you, it’s bad for
the reader, it’s bad for business. Also, there’s a tendency you really need to be
aware of here known as the experts curse. Essentially, out of the scale of one to
ten you’ve got like a level ten knowledge about your product or your
service or your business and your customer likely has a level of about one.
Now, the tendency here is for you don’t want to come down to about a level five,
but again it’s not the customers responsibility to come up and meet you,
rather it’s yours to go all the way down to that level one or two and meet them
at their level. Now, once you’ve simplified your concepts
and your theories and the content and message behind it, now it’s time to
simplify your writing itself. You see, there’s a reason that most major
publications keep the content level or a grade level of the content they’re
creating at around the fourth grade or 11th grade or anywhere in that range
they’re not doing this because they believe that their audience is dumb or
that they can only read at a fourth-grade level, it’s not the case at
all. Rather, the reason they’re doing this is to help them further and more quickly
digest and consume the content they’re creating. Again, the goal here isn’t to
confuse your readers or your audience, it’s to create some kind of action that
you’re hoping to get from your content itself. When you do this, you simplify
streamline and solidify the points you’re trying to make which makes your
content that much more effective. Alright, tip number nine is to read it out loud. Now, this is such an incredibly powerful tool for editing your content and making
sure that your message clear and really saying the things that
you wanted to say in the first place. As an example, I read every single one of
the ads that I write out loud and if I can, I often get someone on my team to
read it out loud back to me so that I can hear how it sounds or how it might
sound in someone that’s never heard it before and see how it’s going to sound
internally when they consume it. I promise you, way more often than not do I
add a comma or remove a word or delete an entire paragraph entirely because it
simply doesn’t flow or make sense in the context of what I’m writing. It’s really
funny how good something might sound when you’re first writing it out and how
incredibly differently it sounds when you read it out loud to yourself or
someone reads it back to you. It can often be night and day, so when you’re
done make sure to read it out loud or better yet have someone read it back to
you or you could always record yourself reading it out loud and play that back.
Whatever the case, just make sure you do it. Tip number ten is a concept I call story selling. You see, using your content and
embedding stories into it is one of the most powerful tools you have available
especially if your audience is other humans, which I’m going to assume it is.
You see, we as humans, learn through stories. It’s how it’s been done for
generations and generations. All you really need to do is think back to fairy
tales are stories that you were told as a kid or some of the more common fairy
tales we still here today that you could probably recite either verbatim or at
least get the general theme about what they’re about. But aside from the fact
that people naturally learn through stories and naturally resonate with
stories, one of my most favorite aspects of using stories is simply the fact that
people can’t resist a good story. In fact, one of the most powerful terms or lines
in marketing or in creating your content is just this: Let me tell you a story. You
see, when you start a piece of content with that or you interject it somewhere
in the middle or even near the end in order to kind of summarize and close it
all off well when you do that you naturally peek and engage their interest
and they simply can’t help but to keep reading on or to keep listening just to
hear how this thing’s gonna go. Fortunately, stories are really pretty
easy. In fact, anytime that you’ve ever talked
to a friend or a family member or a colleague well odds are pretty good that
you told some kind of a story. You see, stories really only have three parts: the
beginning, middle and the end. In the beginning there’s going to be some kind
of problem or obstacle that you need to overcome. The middle is how you went
through this obstacle and what are some of the things you tried, where does some
of the results and what are some stuff that went down and the end is, well
did the problem get resolved? if so, how? and if not well what’s gonna happen
instead? Man, that’s kind of yet simple but profound. The simple truth is if you
want to write better you need to start incorporating more and better stories.
Alright, the next thing you’re going to want to do is check out the two videos I
have linked up right here in order to take what you’ve learned here today and
really expedite the process so you can create way better content, way faster.
Check those right now. Thanks so much for watching and I’ll catch you next time on
The Modern Marketing Show. Lots of achievement at the start it
creates an addiction. Your content is the same way, with each paragraph the reader
gains a subconscious feeling of victory

What Is Digital Marketing? And How Does It Work? (2020)


in this video we’re talking all about
digital marketing. What it is, how it works, as well as diving into some of the
most proven and effective digital marketing strategies available today
let’s get to it hey there my name is Adam Earhart, Modern
Marketing Strategist, and welcome to the Modern Marketing Show where we help you
generate more leads, customers and sales by making better marketing so if you’re
interested in learning the latest and greatest marketing strategies, tools, tips,
tricks and tactics well you may want to consider subscribing and hitting that
notification bell. Alright so let’s talk digital marketing. Specifically in this
episode we’re going to be pulling back the curtain on what is arguably one of
the most complicated and yet significant and most powerful aspects of running a
business and that is digital marketing by the end of this episode you’re gonna
leave with not only a better understanding of what digital marketing
is and how it all works but actually how it applies in the real world because
theory and academic stuff and all that kind of book knowledge is is nice to
have and it can play a role in helping you form a foundation and base knowledge
but it’s a completely different story when we take all those concepts and
theories and we actually apply them in the real world and that’s what I want to
help you with here but before we dive into the theoretical and academic stuff
as well as the practical and actual applications of digital marketing first
we need to decode what exactly we’re talking about here after all when it
comes to digital marketing there is no lack of confusion and I blame myself as
a marketer for being part of the problem after all we’re infamous for using
complicated jargon and technical words like SEO, PPC, CTA, CTR and I could go on
with dozens and dozens more to make matters worse people often associate
digital marketing with complex online software, coding or these really
complicated funnels that take teams of dozens and dozens of people just to keep
running no wonder there’s still so much confusion around it and so many
otherwise very smart and savvy business owners still avoid it.
Now of course digital marketing does have some more complicated and technical
aspects involved but that doesn’t mean you need to know what every single one
of them is and how to do them all in fact even just a broad or general
understanding of all the different pieces will allow you to thrive in
today’s digital marketplace because at the end of the day digital marketing is
actually a pretty simple concept but before we dive
to all the specifics first a quick shout out to this episode sponsor Charity
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to take cards so if you want to start saving money while also helping
charitable organizations make sure to check out the link in the descriptions
below. Alright so let’s get back to it. What exactly is digital marketing? Well
brace yourself for this one but digital marketing is just marketing done
digitally yep that’s kind of it meaning the same concepts and principles and
theories that apply when marketing your business well these are all going to be
applied but done on digital platforms like social media, through email and
other online channels. Basically if you’re using a digital platform to
communicate your business’s value to your customers then you my friend are
digital marketing. So how does digital marketing work? Well the reality like we
just covered is that digital marketing works much the same way as offline or
traditional marketing does in fact when you hear somebody talking about digital
marketing they’re referring more to the tools and the digital and online aspect
of those tools rather than the underlying strategy behind it which
should always be formed on foundational and really marketing fundamentals. So now
that we’ve got that covered that digital marketing is really just marketing done
with digital tools well what are the best tools available and the best way to
make digital marketing work for you well the very first step when it comes to
creating an effective digital marketing strategy is to first identify your
market you see this is going to be the same whether we’re talking traditional
or digital marketing but the first step is always in identifying that target
market that ideal customer or prospect or potential person that you really want
to connect with now the reason this is such a foundational piece of an overall
strategic campaign is because without the right person in mind well nothing
else is really going to matter so spend a little bit of time and do some digging
into your ideal target market, what are their demographic details like their age,
gender, income, occupation, things of that nature,
also what are their geographic details where do they live, what city, state,
province, country, things like that and lastly, and
maybe most importantly, what are their psychographic details, things like their
attitudes, interests, opinions and behaviors. The better you’re able to form
a really clear picture of who your ideal market is well the more effective your
digital marketing strategy or marketing strategy in general is going to be all
right so once you’ve got your market clearly identified it’s time to move on
to step two message now when it comes to creating a really effective message one
of the things that I like to advise is that you take a look at your clients or
your customers basically the market that you’ve just identified well take a look
at their miracles and miseries. Their miracles are going to be things like
their wants and their needs, their goals and their dreams, again the better you
understand your market well the better you’re going to understand their
miracles and ideally your business is going to be the one that’s positioned to
deliver those miracles for them. The flipside of that of course, is their
miseries what are their fears, their frustrations, their pains, their
nightmares and all the things they’re trying to avoid again step two is going
to be pretty much the same whether we’re talking traditional or digital marketing
and the third step is media and this is where things really differentiate
between traditional and digital marketing because it’s here that we’re
going to be making the choice for which platform we’re going to be using to
communicate our message with our market now when we’re talking about traditional
media we’re talking about things like the newspaper or the radio or Direct
Mail or any form of print really digital on the other hand is going to include
things like social media, online video, email marketing, online pay-per-click
advertising, things of that nature where things get really exciting though and
where digital marketing is such an effective overall strategy to deploy is
that well pretty much everyone regardless of age or gender or income or
occupation, pretty much everyone is online these days which means that no
matter who you’re trying to reach you can reach them with digital marketing. Not only that but digital marketing also has some other benefits above
traditional marketing namely the fact that the targeting is just so dialed in
with digital platforms also the time to get data back is significantly reduced
meaning if you create an ad and put it in the newspaper or in a magazine you’re
gonna have to wait a period of days, weeks, maybe even months for your market
to see your message and react or not react digital marketing on the other
hand well you can create an ad and put it out to your market in as little as a
few hours and get immediate response letting you know if you’re on track or
if something needs to be changed. All right, so now that we’ve got all that
covered what are some of the most effective digital marketing strategies
available today? Well when it comes to digital marketing there’s no shortage of
available strategies no shortage of opinions that goes along with each of
those strategies either social media gurus say you need to be using more
social media, email marketing advocates preach the benefits of reaching your
customers directly in their email INBOX, video marketing experts say everybody
needs to be creating more videos and online advertisers tell you that the
best return on investment is with online ads so who’s right well in reality they
all are because it’s gonna depend on your market your message and your media
basically we need to figure out who you’re trying to reach what the message
is that you’re trying to communicate and which online or digital platform is
going to be best aligned with you your business your industry and your
customers. Unfortunately, where many people get lost and confused is they
take a look at all these different things realize that they might all work
so they start doing everything and one thing I can tell you with certainty
after years of being a digital marketing consultant and owning a marketing agency
is that you definitely do not need to do everything in fact most of your results
are going to come from one two maybe even three carefully selected and
strategically deployed channels at most so to help you choose which one may be
best for you and your business these are some strategies we use inside the agency
every single day for our clients and have proven to be some of the most
effective forms of digital marketing available today. The first is, of course,
social media marketing. You simply can’t argue with the proven
results that you’re able to achieve with a strategically deployed social media
marketing campaign now there are nuances between how the campaign is deployed and
how we’re going to leverage it but it really comes down to using one or a
combination of Facebook, Instagram, YouTube and LinkedIn depending on the
market and depending on the client and their customers. Regardless, having a
social media presence today is pretty much mandatory and doing the best you
can will provide a real and tangible return on investment. The other strategy
that we consistently use is online advertising. Again, most of the social
media platforms do have the option to use both organic
social media which means unpaid or just regular posting content as well as paid
online advertising where you’re basically paying them for a distribution
again we take a look at the market and essentially what we’re trying to get
across and then make a strategic decision between Facebook, Instagram,
YouTube and the Google Display Network. As a fun fact, some of our highest ROI
campaigns have almost always come from social media online advertising. Yeah, it
can be a bit of a bear to learn when you’re first getting started and can be
a bit of a trick to figure everything out but once you do, once you’ve got it
dialed in it’s a really powerful concept. The other strategy we almost always
deploy and certainly with our local clients is search engine optimization or
SEO for short. Basically if you’re unfamiliar with SEO it involves
optimizing the website to appear higher in the search rankings so when someone’s
typing in a search term your business appears top-of-the-line.
All right, so now that we’ve got all that covered the next thing you’re going to
want to do is check out the original version of this video I’ve got linked up
right here it’s short but it’s one of the most popular videos on my channel
and provides another perspective on what digital marketing is and how it all
works. So make sure to check that one out now and thanks so much for watching and
I’ll catch you next time on The Modern Marketing Show

Sales VS Marketing: Which Is More Important? (B2B VS B2C) | Adam Erhart


The terms sales and marketing often get
thrown around together and are used interchangeably. But they’re two very
different business functions with different strategies, objectives and
criteria. But well, sales and marketing are both very different they’re also
very important which is why in this episode we’re going to cover the key
differences between sales and marketing and help you decide which one is going
to be more important for your business. Hey there my name is Adam Erhart, modern marketing strategist and welcome to the Modern Marketing Show where we help you grow your business by making way better marketing. So, if you’re interested in
learning the latest and greatest marketing strategies, tools, tips, tricks
and tactics, well, you may want to consider subscribing and hitting that
notification bell. I’ve said this before, but when I first got started in business
I was absolutely terrible at sales, which probably explains why I fell in love so
hard with marketing and essentially the concept of pre selling and pre educating
and pre-qualifying clients and prospects before I ever had to do any selling. But
as I gained experience and over the years I started to see that sales was
not only an incredibly valuable business function but it was the marriage between
sales and marketing that really led to true business success. Now you can
survive by just leveraging one or the other by really focusing on just sales
or just marketing, but it’s the strategic combination of both of them that really
leads to true business growth. So let’s dive into that now, but before we do love
to get your opinion on which camp you think is more important, team sales or
team marketing. Let me know in the comments section below with team
marketing or team sales, I’d love to hear. So the very first thing I need to cover
here is that it’s incredibly important which type of market or business or
industry that you’re operating in because this is going to significantly
sway the scale in one direction or another. For example, if you’re in a
high-touch, high value, high-priced business or a business that requires
personal or customized solutions or the deals with sensitive information, well
then a sales focused approach is going to be significantly better for you. This
is often the case in business-to-business or b2b businesses
where the person being sold to isn’t a person at all but actually another
business. Typically these interactions are longer-term higher value higher
priced and the prospect, in this case the business, is going to need to be wined
and dined a little bit before making that decision in which case the sales
approach really plays out big here. On the other hand, if you’re in a lower
value lower priced business where it’s simply not realistic for the salesperson
to get on the phone with every gentle prospect, such as in the case if
you’re selling say supplement or a piece of clothing or an apparel line, then a
more marketing focused approach is really going to be key here. This is
often the case in business to consumer or B2C businesses, where the end consumer
is in fact an actual consumer and it’s really not realistic for the salesperson
to go out there and chat with every single one of them. After all, you’re not
gonna be able to call every single person who wants to buy a bottle of
vitamins or a t-shirt. Typically, B2B businesses or those that are selling to
other businesses are gonna have a more sales focused approach that’s supported
by marketing. B2C businesses on the other hand, those that sell directly to
consumers are gonna have a more marketing focused approach but you will
see sales start to come into play as you move higher up the pricing tiers. In the
case with say, expensive cars or boats or planes or real estate. So here’s how
sales and marketing differ. The biggest thing to know when it comes to marketing
is that marketing is typically focused on one of two things either brand
awareness or lead generation. Basically, marketing’s goal is to introduce people
who could potentially buy and let them know about the product about the service
or about the business and why they should care. Marketing wants to bring
people into the ecosphere of that company and it’s their job to paint a
picture of how things could be or the end state that a customer could achieve
by doing business with the company. Another important aspect of marketing
and one that’ll really help to win some favor in the sales department is by
making sure that marketing is targeting the right kind of people and allowing
the marketing to do some of the pre-qualification ensuring that the
right people are getting guided into the business’s ecosphere and into the sales
funnel so that sales is going to have a higher likelihood of converting them
into customers later. The big differentiator here is the term educator
which is really what marketing is all about. Essentially educating potential
customers or potential prospects about the business or product or service about
who it’s for about why they should care and about what kind of impact it can
have on their lives. Alright, so if marketing is responsible
for things like brand awareness and lead generation, well then it’s sales
responsibility to take all of the awareness that was built in the leads
that were generated and then convert those leads into paying customers or
clients. Where marketing is going to go out there and tell stories and educate
and inform and really paint a vivid picture, well its sales responsibility to
the listen and ask questions and essentially
learn everything it can about the potential prospect in order to properly
diagnose a solution which hopefully is the business or product or service that
is trying to sell. The best salespeople today aren’t pushy or salesy or
aggressive or sleazy or anything like the old cliches of used-car salesmen are
old salespeople have passed. Rather, the best salespeople listen. They are
empathetic, they understand and they ask a lot of questions in order to
understand where the customer or prospect is coming from so they can
listen and diagnose an appropriate solution. If marketers are educators, then
salespeople are advisors and they help to guide and advise the prospect in the
direction that’s best for them. So, as different as sales and marketing
are well there’s still a ton of similarities between the two. Namely the
fact that both of them deploy some strategic combination of art and science
essentially understanding key features and benefits of the product and the
service but also finding ways to leverage human interaction, buyer
behavior and the psychology behind how people make decisions.
Also while B2C sales and marketing tend to be more emotionally based and B2B
sales and marketing tend to be more logic and rational driven, well there’s
definitely elements to both because we as human beings well we make decisions
emotionally first and then we justify them and back them up logically and
rationally later. This is why it’s important to have both emotional and
logical elements in all of your sales and marketing. Also, both sales and
marketing are gonna take a look at key performance indicators or KPIs to make
sure that they’re on track to hit their goals. These can include things like cost
per lead, lead conversion rate, sales closed percentage and customer
acquisition cost. All of which are going to help build a profitable and cohesive
sales and marketing strategy. You’ve heard the story, marketing blames sales
for not converting the leads that they gave them and sales blames marketing for
giving them terrible and unqualified leads. So who’s right? Well, they’re both
kind of right and they’re both kind of wrong, because the best companies are the ones that leverage sales and marketing and get them to work together cohesively
as one strategic team doing the customer research together and making sure that
marketing is going after the right people and then also getting feedback
from sales on what message is and what kind of marketing materials are helping
to guide and to prequalify and essentially, to help make the sales
closed process that much easier it’s a never-ending feedback
that all of the best companies deploy to ensure that their sales and their
marketing just keeps getting more and more effective over time. Basically, in
the best businesses sales and marketing work together as a team. Sure, there might
be different departments but they come together as a team. So, which one’s more
important? Sales or Marketing? Well, as a marketer, it’s really hard for me to say
this, like really hard. Well well both of them are important the
reality is that sales can succeed with them sales can succeed without… Just think about cold calling or door
knocking or attending endless networking events, yeah, it sounds terrible I know,
which means that maybe technically sales might be more important than marketing,
but only in the short term. In the long term, marketing wins by a landslide by
building trust and loyalty and authority and by providing more value in
essentially making the sales process that much easier. So, which one’s more
important? Well, the short term win definitely goes to sales, but the long
term win goes to marketing. But at the end of the day, successful marketing
leads to successful sales. The next thing you’re going to want to do is check out
the video I have linked up right here part of this B2B vs B2C series
giving me more actionable strategies and advice and things you can immediately
deploy in your business. So, make sure to check back then. Thanks so much for
watching and I’ll catch you next time on The Modern Marketing Show. So, what would
you like to do? Hardly a compelling close and yet I
would still more often than not make the sale so why well…..

What Is Guerrilla Marketing | How It Works!


If your business is only using
traditional marketing then you’re missing out on an incredibly valuable
opportunity to get more attention and generate more leads, customers and sales.
Which is why in this episode I’m going to be breaking down exactly what
guerilla marketing is and how it works, so you can use it to finally get the
attention your business deserves. Hey there my name is Adam Erhart, marketing
strategist and welcome to The Marketing Show. Guerrilla marketing isn’t new and
yet it’s still, after all these years, one of the most misunderstood and underused
marketing strategies available to today’s modern marketer. It was kind of
popularized back in the early 1980s and it was offered up as an alternative to
the more traditional and essentially, more normal or I guess conventional kind
of marketing. Basically, the kind of marketing that everybody would know and
see and just think “yeah, that’s marketing”. But, if it’s been around this long and it
works so good, which it does, then why don’t more people know about it and why
are more people using it. I’ll answer that in just a minute. But first, let me
tell you a little bit more about guerrilla marketing and what it could mean
for your business. The first thing to understand about guerrilla marketing is
that it’s kind of easier to do then to say which makes describing it a little
bit of a challenge. After all, you kind of know it when you see it. Better
yet, you don’t know it when you see it which I appreciate makes absolutely no
sense at all. But essentially, it’s marketing that doesn’t look or feel or
even seem like marketing at all. Guerrilla marketing could be interesting
packaging that makes you do a double-take, really kind of appreciate
and and sort of get confused or excited or at least interested in what’s even
going on. It could be street art that you walk by and one day sort of catches your
eye and that’s on point and on trend, might even be an optical illusion or
something really striking, really out there. It could be a social awareness
campaign that finds a way to sort of embed itself into the common words and
common verbage and basically into the regular everyday social consciousness
using a bit of an avant-garde or unconventional approach. And it can also
come in pretty much any kind of media style, whether we’re talking about text
or image or video or signage or pretty much anything. But perhaps, the best way
to really understand and what guerilla marketing is, is to
compare it against its counterpart: Traditional Marketing. So, let’s do that
now. The first thing and probably the most important element of guerrilla
marketing of all of them is that it really emphasizes the surprising or kind
of catching someone off guard element. With guerrilla marketing it’s all about
surprise and really hitting somebody when they’re least expecting it. Not
literally physically hitting them but metaphorically hitting them, so it really
catches them off guard and really gets their attention. You see, if you’re able
to have something that’s really surprising, it really gets their
attention, it’s going to make your marketing that much more memorable and
more shareable and it’s gonna make a deeper emotional impact that they’re
likely to remember for a lot longer than if it was just some kind of bland or
boring or everyday average piece of marketing. The big point here is that the
more surprising the better, because it’s going to make that deeper emotional
impact and be that much more effective. Compared with traditional media, you
typically won’t see any guerrilla marketing campaigns on TV or in the
newspaper or even on the radio, unless they find a way to covertly kind of
inject a message or a really unconventional way of getting it into
those media. You see, when it comes to guerrilla marketing it’s all about doing
things differently. It’s about taking whatever someone’s expecting you to do
and then doing the complete opposite or at least something very different. When
it comes to guerrilla marketing, creativity is king. The other thing,
compared to traditional media which typically can cost a fortune, especially
if we’re talking about TV placements or magazine placements or things like that,
is that guerrilla marketing can be incredibly inexpensive and very cost
effective. The flip side, of course, is that rather than throwing money at the
problem and just spending more, we’re gonna need to inject a lot more time and
a lot more energy and a lot more creativity into it which means that how
scalable this really is is a bit of a question mark. What I typically advise
here is if you’re overflowing with creativity and time and a little short
on cash, guerilla marketing is a fantastic way to steer. Unlike
traditional marketing and specifically, advertising, whose main goal is to kind
of get in front of you and interrupt you with whatever you’re doing, guerilla
marketing is more of an inbound tactic which sort of seeks to embed itself into
your everyday life. Guerrilla marketing wants to be an invited guest rather than
an unwanted intruder and it does this by trying to be fun and interesting and
engaging and again, kind of surprising and kind of really catches you off guard.
So like wanted guests that’s a surprise visit, I guess. But just because guerrilla
marketing does tend to be inbound marketing, it doesn’t mean that you still
don’t have to be strategic about it and try to place it to get in front of as
many people of your ideal target market as possible. Also, while traditional
marketing can be either B2B, meaning, business-to-business marketing where
you’re selling to another business or B2C which business-to-consumer marketing
where you’re selling directly to a consumer,
well, while traditional marketing can kind of be either/or B2B or B2C, guerilla
marketing does tend to lend itself a little bit more to the B2C or business
to consumer market. Now, doesn’t mean that it won’t work for B2B if you’re trying
to market yourself to other businesses but you want to make sure that your
ideal target market is a sufficient enough size to justify all of the
creativity and all the energy you’re going to need to put into the campaign.
Alright, so how does guerrilla marketing work? what makes it so
effective? and why aren’t more people using it? Well, guerrilla marketing is all
about being clever and creative and this is why most people don’t end up using
guerilla marketing, cuz it’s really hard. You basically need to come up with all
sorts of clever and creative ideas and find ways to get them in front of your
target market. You need to try to stretch your dollar and make it go as far as
possible so you get the biggest bang from your marketing buck and essentially,
you need to try to do what’s never been done before, which is quite a challenge.
But if you can get over those challenges and you’re up for the task it’s a
phenomenal tool to use so here’s a couple guidelines and some fundamentals
to keep in mind when you’re coming up with guerrilla marketing ideas. One of
the biggest pieces of advice I can give you, is to try to find a way to sort of
inject or embed your guerrilla marketing into your prospects or your customers
everyday life, rather than what traditional marketing would do which is
just smack them across the face with all sorts of different “Buy Now” messages you
want to find a way to kind of embed it nice and subtly into their sort of
everyday goings. Also, you have an opportunity here to be really personal
and authentic and essentially inject some of your personality or your brand’s
personality or your business personality into the marketing that you’re creating.
After all, people don’t necessarily like doing business with other businesses but
they like doing business with people, so the more that you can show kind of the
people side or the funny side or the authentic side of your business the
better you’re gonna do. Most of all, however, is you want to create marketing
that doesn’t necessarily feel or look or sound like marketing. I know, that’s a bit
of a challenge. But, that’s what makes this so tricky and yet so effective.
Alright, so why do I like guerilla marketing and why do I think it’s such a
phenomenal tool and such an underused and mistakingly underused tool for most
marketers. Well, for starters, I love guerrilla marketing because it really
rewards creativity and putting a little bit of extra effort behind your
marketing. It’s way too easy for different brands and different
businesses to just throw any kind of garbagey marketing, throw a bunch of
dollars behind it, show it to everybody and then kind of do nothing for the
business and just annoy a whole bunch of people which I feel really gives
marketing a bad name, so I like seeing businesses and brands rewarded for
actually putting a little bit of effort into their craft. Also, by rewarding
businesses, essentially through more leads, customers and sales, for creating
better and more clever more creative types of marketing, well, it really levels
the playing field. Then it allows six and seven-figure businesses to compete right
alongside with eight, nine and ten figure businesses. Guerilla marketing is a
powerful tool that you’re definitely going to want to take a look at which is
why the next thing you’re gonna want to do is check out the video I have linked
up right here on guerilla marketing tactics which is going to give you even
more practical and actionable ideas to put into use. So, make sure to check that
out now. Thanks so much for watching and I’ll catch you next time, on the
marketing show. Strategy can also be done for only a few bucks a day. So it’s
definitely cost-effective certainly worth trying…

5 Digital Marketing Skills to Master for 2020 & Beyond


It’s no secret that the world of digital
marketing changes fast which is why in this episode I’m going to be breaking
down 5 of the absolute most important digital marketing skills you need to
master if you want to stay on top of your game. Let’s get to it! Hey there my name is Adam Erhart,
marketing strategist and welcome to The Marketing Show. Alright, so it really is
no secret that the world of digital marketing changes at an absolutely crazy
fast pace and what works today may not work tomorrow, what worked last week
might not be working today and and so on and so forth. This is why it’s incredibly
important to make sure to stay on top of your game by consuming content like this,
engaging in other people’s content, making sure that you’re putting your own
strategies and your own tactics to the test and sort of analyzing the data,
seeing what works and what doesn’t so that you can stay ahead of the curve,
always getting the best results possible. It’s funny, actually, looking back over my
career and over the last many years of doing all kinds of different digital
marketing from web design and SEO, moving through paid ads and social and content
strategy and essentially, just how different the stuff that we’re using
today inside the agency is, compared to the stuff that we were doing 1, 2, 3, 4, 5, 6,
7 years ago. I mean it’s almost completely different now. Attention spans
are shorter. There’s new technology. The way that customers and clients engage
with content online, it’s almost completely different. So, the stuff that
kind of got you to this point, isn’t going to be the things that are going to
take you forward into the next decade. And that’s what this video is all about.
Alright, so let’s get things started with what I believe is probably one of
the most important skills that you need to master which is: Marketing
Fundamentals. Now, I’ve spoken about this before in my what is digital marketing
video. If you haven’t seen that yet, I’ll make sure to link it up in the cards as
well as the description below. But essentially, digital marketing is just
marketing done digitally. I know, it’s not really profound but at the end of the
day that’s really what it is. This is why it’s really important if you want to
succeed with digital marketing to make sure that you’re dedicating and
allocating a sufficient amount of time to really mastering the basics of
marketing, those fundamental principles like positioning and differentiation and
all the points around branding and how to really build kind of a solid and
likable brand for today’s day and age. I really can’t stress this enough. It is
absolutely, fundamentally, crucial that you understand the basics of marketing
and fortunately, once you sort of gut these into your system, once you’ve spent
some time learning them and really trying to master them, here’s the beauty,
this time is going to be really well spent because human behavior, which is
essentially really what marketing is, is understanding and leveraging different
aspects of human behavior, how you can sort of I want to say manipulate but
essentially, influence the direction and the decisions people make, well,
regardless, human behavior really hasn’t changed all that much. At the end of the
day, we’re still just people. This means, by even understanding the basics of how
people work and how they make buying decisions, well, you’re gonna be able to
apply this information this year, next year, for the next 5-10 probably the next
hundred years. For example, by spending a little bit of time learning about
consumer behavior, marketing fundamentals, you’ll probably come across the fact
that consumers make buying decisions emotionally, not logically or irrationally,
this doesn’t mean that you don’t want to include logical or rational elements, it
just means that you want to lead with the emotional aspect first so you can
sort of get that buy-in and get that conviction and then follow up with the
logical and rational elements of your product or service, so that you can allow
them to justify the decision to themselves and to others. The beauty is
that once you understand that one very simple concept, it’s really never
going to change and it’s going to be able to be applied to all of your future
marketing making it all that much more effective moving forward. If you’d like a
bit of a refresh on marketing basics and essentially, foundational marketing
principles, I’ll make sure to link up a video on that in the cards and in the
description box below as well that you can check out right after this one. Alright, the next skill that you’re going to want to master, moving forward, is: to
Focus on Conversation Generation. Now, as a die-hard proponent of direct response
marketing which is really all about generating those leads and getting them
to take action as soon as possible, well, a big element or a big switch that we’ve
been seeing lately is sort of a transition from straight-up lead gen to
conversation gen because at the end of the day you can generate all the leads
you want but what you probably want are those conversations that are going to
lead to bigger and more essentially, buying opportunities for your business.
Now yes, lead gen is still very much alive and still very
much a part of the stuff that I consult on and the stuff that we do inside the
agency. But, if you really want to take your marketing to the next level and
really master it, you’re gonna want to focus on that next step which is
essentially, turning those leads into conversations. Now, it’s a bit of kind of
give-and-take here about what you’re willing to sacrifice on the front end
and how valuable a lead is compared to a conversation and that’s kind of a whole
other discussion but what I want to make sure you understand here, is that when
you’re structuring your marketing campaigns, you really want to think a
little bit further down the funnel and really concentrate on not just
generating that lead but turning it into a conversation. But, more on funnel
marketing in just a minute here. Now, here’s a bit of a prediction. You see,
over the last couple years we’ve been seeing a ton of people flood the scenes
with lead gen services and all sorts of different agencies and consultants
offering traffic generating lead generating services like running
Facebook ads or YouTube ads or basically, anything to get leads. But, where you’ve
got an opportunity to really shine, whether it’s as an agency or as a
business owner or entrepreneur, is really thinking further than that and again
focusing on those conversations because generating traffic really isn’t that
hard, it really just comes down to finding the right people that you’re
trying to get in front of having the right offer message that you can sort of
work around to make sure it’s irresistible and then choosing the right
media source, whether it’s Facebook ads or Instagram ads or YouTube or whatever.
So, traffic is pretty much everywhere but what isn’t everywhere is the skill or
the art or the ability to take that traffic and actually convert it into a
conversation that gets somebody interested in doing business with you.
Alright, so the next skill that you’re going to want to master moving forward
is something that I alluded to just earlier, which is: Full Funnel Marketing.
Essentially, what you want to do here is be aware and be cognizant of the entire
customer journey, both, pre sale and of course post sale. But, that’s something
entirely different. Rather, what I really want you to do is, when you’re running
your marketing campaigns, think about every step that a customer prospect or
potential customer is going to have to take in order to, essentially, become a
paying client or customer with your business. Now, obviously this is going to
involve some element of lead gen which is that very top of the funnel, that cold
traffic, the people that have no idea who you are or what you do or why they
should even care. But, I want you to then take it a step further and focus on the
warm traffic. You see, essentially once you’ve generated that lead, how are you
gonna take that lead and turn it into a conversation and then for bonus marks,
take it a step further, how are you gonna take that conversation and move it from
warm traffic to hot traffic by actually getting them to take their credit card
out of their wallet and become a paying customer. Now, I know that’s a lot of
stuff to think about and if you’ve never really come across marketing funnels or
sales funnels before, I appreciate it’s a lot to take in so I’ll make sure to link
up a video on marketing funnels as well as one on sales funnels again in the
cards and the description below so you’re gonna be able to check those out
right after this video too. The main point that I really want to leave you with
here, though, is that really marketing isn’t siloed or isolated, it’s not just
one element of either generating traffic or doing lead gen or even generating
conversations. But rather, I want you to think about the entire marketing funnel
from that very first moment that someone gets introduced to you and to your
business, all the way through to the point that they become a paying customer
or client. And then again, if you want even more bonus marks, think about all
the touch points that are gonna happen after they become an actual paying
client or customer, how can you really make sure you’re delivering a phenomenal
experience that’s going to lead to better retention, better customer loyalty
and more ratings and reviews and referrals for your business. Alright, so
the next skill that you’re gonna wanna master, is probably no surprise and
should probably, hopefully, be pretty obvious but it’s worth saying anyways
because still not enough people are dedicating the time, energy and resources
to this phenomenally powerful tool and that is: Video Marketing. You see, when it
comes to marketing your business and when it comes to really building on that
know like and trust factor, well, nothing really beats face-to-face communication.
The ability to sit down, look someone in the eye, have a conversation, understand
where they’re coming from and how or if your business is even able to help. But,
obviously getting face to face with every single one of your potential
prospects or customers, well, might be hard, might even be impossible which is
where video steps in and it really is the next best thing, because it allows
you to not only hear someone’s voice but you can see their face, you can read
their facial expressions, you can try to judge, whether they’re coming off as
take or genuine or fake and salesy kind of slimy. The other thing with video is
that it allows you to build a ton of trust very quickly because again, short
of being in person and really able to read the body language and and hear the
inflections and the tone of voice and the style and all that, well, it really is
the next best thing in getting all of those messages across. Plus, you’re able
to cram in a ton of value and a ton of information very quickly.
For example, if picture is worth a thousand words, well, then a video might
be worth a million words because you’re able to imply all sorts of different
nonverbal cues and again, all of those things that come down to style and tone
and pace and so on. Now, here’s the funny thing with video, if you’re not doing it
already, you probably know you should be doing it and even if you’re already
doing it, you probably know you should be doing more. But, what is it that stops
most people from getting involved and really cranking out more video. Well, the
answer is pretty simple and it really comes down to this myth or this mistaken
belief that everything with video needs to be perfect. Now, this is understandable.
After all, we’ve sort of been raised and brought up watching really polished and
really perfected videos through TV shows and movies and basically, any kind of
media we see on the screen. But things have changed and essentially, the
barriers to entry to creating video, have come way down and we’re really kind of
tired and almost sick of overly polished and Hollywood type productions,
especially if they’re coming from a business or from somebody that you kind
of want to engage with. In fact, in a lot of cases we’ve done a number of
different studies testing a really highly produced incredibly expensive
video against something shot with just an iPhone that really is pretty low
budget and when it comes to running them as ads against the target market, the
low-budget one often just absolutely destroys the really expensive high
budget one. Now, this isn’t to say that there’s not a time and a place for a
really beautiful really polished piece of video media. But it shouldn’t be the
obstacle. You shouldn’t let perfectionism get in the way of you just really
getting out there filming something and publishing it. Plus, the other benefit of
video is that you can mess up a whole bunch of stuff and then just edit it out.
And nobody will ever know. Alright, and moving on to the fifth digital marketing
skill that you need to master is: Automation. And after all, there is so
much to do and so little time and this is where automation steps in as
a very valuable skill, both for yourself and for your own business. But also,
potentially to offer to clients or customers to help them automate some of
their business. Essentially, automation is the offloading or the delegation or
basically using tools and technology and software to take care of a lot of the
repetitive tasks that you don’t need to be doing, probably shouldn’t be doing, in
your business but that still need to get done. What this means is that you’re able
to get a whole lot more done, a whole lot quicker
and in fact, in some cases you’re able to get a whole lot more done pretty much
instantly because the automation can be set up ahead of time to just run behind
the scenes and trust me, it’s a lot faster than any human being could ever
hope to be. For example, in one of my marketing agencies, we can generate a
lead for a client using Facebook Ads, we can take that lead we can nurture them
with SMS and text and email and voice mail and essentially, start the
conversation from our end and follow up with a very strategic sort of automated,
follow-up sequence, right up until we get that response and then from there, it
gets even further automated so that we can nurture them again
and turn that conversation into a full-fledged client. And we can do this
all on behalf of the client without the client needing to lift a finger, which is
magic. And that’s the power of automation. It’s essentially, like having a full
sales team or a full marketing team or a full appointment setting team or
whatever you need to do, working for you 24/7 365 all the time without you
needing to do anything once that initial work has been put in and the automation
is set up. But, even if you don’t want to get that fancy with automation, it’s
still a valuable thing to master and to incorporate into your business and you
can still use it to do some basic, but incredibly important things, such as
sending out automated email newsletters that go out whenever somebody downloads
your guide or buys one of your products. Automated re-targeting and re-marketing advertisements that follow someone around like a creepy stalker. Anytime
they visit your website, automated customer management that follows up with
customers and makes them feel cared for and looked out for. Even if it’s a robot
doing it. And, people like robots anyway. Even automated grocery shopping which
yes, is not marketing related but it still saves me a ton of time. The point
is, that using technology and automating repetitive and really often
boring process this can save you a ton of time and make
you that much more effective and efficient and really getting the work
done that needs to be done so you can get back to doing those high leverage,
really valuable activities that are going to drive your business forward. Alright, the next thing you’re going to want to do is check out the video I have
linked up right here on 20 digital marketing tactics which is going to give
you a ton more great ideas to really drive your marketing forward. So make
sure to check that out now. Thanks so much for watching and I’ll catch you
next time, on the Marketing Show. Points to consider when you’re constructing an
irresistible offer is that you want to be selling a painkiller….

17 Guerrilla Marketing Tactics For Entrepreneurs (PROVEN & EFFECTIVE))


– In today’s episode, I’m giving
you 17 of my absolute best guerrilla marketing
tactics for entrepreneurs. These are proven, effective,
tried and true methods that you can use for
all stages of business. So if you wanna generate
more leads, customers and sales for your business,
this video is for you. (upbeat music) – Hi there my name is Adam Erhart, a modern marketing strategist, and welcome to The Modern Marketing Show, where we help you grow your business by making way better marketing. On this channel, we cover the most proven and effective marketing
strategies available today. So if that’s something you’re into, you may want to consider subscribing and hitting that notification bell. All right, let’s talk
guerrilla marketing tactics. Essentially, these are
things that are innovative, slightly unconventional,
and definitely low cost. And they’re all gonna be
aimed at getting you maximum exposure for your brand,
your business, your product, or your service. And while in this video, we’re gonna cover 17 of my absolute best guerrilla marketing tactics, things that are actually practical, things that you can actually do, and things that you actually want to do, that aren’t going to damage your brand or your reputation, or your spirit. After all things like cold
calling, and door knocking may work but their soul sucking
and make you feel terrible. And let’s be honest, they
actually don’t work that well. So when it comes to guerrilla marketing, it’s really about just as much
the things that you don’t do, as well as the strategies
that you are going to deploy. That’s why we’re not gonna
be spending a fortune here on TV ads, or radio ads, or newspaper ads. We’re not gonna be spending thousands or 10s of thousands of
dollars on a new website. And we’re definitely not gonna be focusing on things like vanity metrics, those likes, comments and
shares that make you feel good, but really don’t do anything
to drive your business forward. On the other hand, we’re
going to be covering 17 proven and effective
guerrilla marketing tactics, things that I’ve actually
used in my business, things that I recommend to my clients, especially when they’re
just getting started, and things that you can actually go out there and deploy yourself today. All right, so with all that said, let’s dive right into the
good stuff with O2O2O, also commonly referred to as O-T-O-T-O. And what this basically stands for is, online to offline to online,
or we can switch it around and go offline to online to offline. Now, this might sound like
a little more conventional and a little more traditional advertising, certainly not a guerrilla tactic. But stick with me, because
the beauty of this methodology is what we’re gonna be doing is essentially covering the
entire customer journey, but doing it with only
a very select segment of our customer audience, which is going to keep costs way low, and definitely under control. So here’s how an OTOTO strategy works. Basically, the first step
is we’ve got to get people to our website, by any means possible. And we’re gonna to cover 16 different ways to do that coming right
up, so stick with me. But step one is getting
people to our website, because if we can get them to our website, and we can capture that
lead, either their name and the email, and ideally
their mailing address, by giving them some kind of
low-cost or entry level offer, like a free plus shipping,
or possibly a book or anything that we can really
collect a mailing address. Because what we’re gonna do here, is we’re gonna collect these leads, we’re then going to be
able to mail them something hard copy, and then we can also re-target them online after that. I know it sounds confusing, but here’s how this really plays out, and why it’s truly effective. You see, by first collecting traffic and leads to your website, this can be done really effectively and really cost effectively, especially using the
rest of the strategies we’re gonna be talking about. So we get people to our website, and then we collect some
kind of mailing information from them, by giving them
something in exchange, whether it’s that book or a newsletter, or something to get that mailing address. Now the beauty here is we’ve
got a very targeted list of potential prospects, that
we can then mail something to. We’re not gonna be doing a
massive direct mail campaign, and mailing out to
50,000 or 100,000 people. Rather, we may just be mailing 20, or 50, or maybe even 100 people,
a very selective people who’ve clearly indicated an
interest in your business. Now from this mailing,
you can include a link to a free training or
another free download, and get them back online. This is also going to open up all sorts of different
retargeting options, but we can talk about all that later. Now the reason I’ve put
OTOTO at the top of the list, and number one, is because it’s a strategy that so few people are using. And yet it’s so incredibly effective, because you’re increasing touch
points with your customers, across a wide variety of channels, which again, limits your costs
and really limits your risk because you’re not putting
all your eggs in one basket. All right, and that brings us to guerrilla marketing tactic
number two, video marketing. Now, again, there is a
bit of an overlap here, depending on how you’re
structuring your video marketing. Of course, if we’re going to
do a fully produced video, or going to a studio, that’s
not guerrilla marketing. That’s definitely more conventional. But if we’re shooting kind
of guerilla style videos, with our cell phones, or maybe
with a cheap handheld camera, well, these can be
really good live action, case study in the trenches type videos that really build a connection
and a lot more trust and authenticity with your customers. The beauty is video can be done
incredibly cost effectively. After all, you’re probably watching this either on your
phone, which has a camera or on your laptop which also has a camera. So we’re pretty much
already covered gear wise. Next, this video can be laser targeted using advertising like Facebook, or Instagram or even YouTube. Or it can be run as a live stream, which means that you’re
gonna go live just like we would on live TV,
only this way is free. And of course you have
natural organic video, which means you can simply take a video and then upload it to your
personal Facebook page, or business Facebook page
or personal YouTube channel, your business YouTube channel, your personal Instagram
account, you get the picture. The way I’m advocating
using video marketing as a guerrilla tactic here, is
really just to get out there, and get that content made. But make sure that
you’re the one on camera, pitching your message and
connecting with your audience. Now my next guerrilla marketing tactic that I really wanna suggest you deploy, is a spin on traditional advertising, but essentially stringing
traditional Ads together, in the form of a story sequence. Here’s what I mean. Let’s take for example,
some of the video marketing that you just shot in the previous tip. You’ve got your cell
phone, you’re out there, you’re talking to potential customers, you’re sharing some value
and giving some insights on what you do and how it benefits people. Well, what you can do is you
can take this first video and you can put it out
there to your target market, and from there, you can re-target meaning, you can take a
percentage of the people who’ve watched part of that video, and show them the next
Ad or the next video, but only if they’ve
watched that first one, or a section of it. So basically, you put
your video to 100 people, let’s say 50 people watch half of it. Well, then you’re going to show the next part of the story to that 50%. And again, you do it
again and again and again further and further down the funnel. Now what makes this such a
guerilla marketing tactic, is that all we really need to
do is create that one first ad that gets attention and
makes people aware of us, and draws them in. And then from there, every subsequent step further down the funnel becomes
cheaper and more effective as you continue to build trust, and continue to build rapport. Now the beauty of the
technology side of this, is it’s incredibly easy to implement. It’s a little trickier on Facebook, because you need to create all
sorts of different audiences, and make sure they’re structured right. But on YouTube, all you need to really do is upload what videos you want to appear, in what sequence and it
takes care of the rest. This strategy can also be done
for only a few bucks a day. So it’s definitely cost
effective, certainly worth trying. And that leads us perfectly into guerrilla marketing tactic
number four, omnipresence. Now, one thing that I
hear all the time is, “Adam, I see you everywhere.” And this really just comes down
to my retargeting strategy. Meaning once I’ve gotten
people to the website, I can then re target them across Facebook, across the Google display
network, across YouTube, across Instagram, and essentially appear for pennies on the dollar, because I’m dealing with
a much smaller audience. You see, that’s the reason that something like a Super Bowl TV ad is so expensive. It’s because so many people
are going to be watching, and you’re reaching just
millions of different people. Well, we don’t wanna
reach millions of people, nor do we need to. All we really wanna do is reach people who are potential customers, and who’ve already shown an
interest in our business. And that’s the power of retargeting. Basically taking an audience of people who’ve engaged with you
in some way shape or form, and then showing your content to them and only them. And when you do it strategically
and pick the channels that you wanna appear on, which when it comes to retargeting, my advice is more the merrier. Well, you’re able to show up
again and again and again. And as consumers, we’ve
been kind of conditioned to associate frequency with trust. So, the more that you
appear in front of someone, the more likely they are to trust you, the more likely they are
to do business with you. All right, guerrilla
marketing tip number five is to have some kind of promotional item. Now promotional items,
they sound a little cheesy, and they’re probably one
of the more corny things on this list, but they’re
also incredibly effective. So what is it? Well, something like a
T-shirt, or a coffee mug, or a water bottle, or a cell phone case, something that’s branded
with your company, that you can give away or add on, or basically use as
some kind of promotion. Now my advice if you’re
just getting started here, is in our research and pretty
much across the statistics, we’ve seen that T-shirts are
one of the most desirable and they’re definitely one of the easiest
things to have produced. So if you don’t know
what kind of promotional item to create at first,
definitely start there. The beauty is there’s a number of online T-shirt
manufacturers who will go and put your logo or your
message or your branding across pretty much any T-shirt, and allow you to sell it. Which means you can either give it away, or you can sell it and make a profit. All right and our next
tip is to use lumpy mail. Now, you may have heard
of lumpy mail before. Essentially all it is
is some kind of package that’s actually physically
tangible and thicker than a traditional letter. Now, I don’t need to
speak only from experience when I tell you how much I enjoy getting packages in the mail, because the statistics show
that even younger generations, still like receiving tangible direct mail. The key here is this is
definitely more a B2B, or business to business strategy. Meaning, you’re not gonna
want to send lumpy mail to millions of different prospects or it’s definitely not
guerrilla marketing, because it’s gonna cost you a fortune. But if you can hand pick 10, 20, maybe even 50 ideal
prospects or customers, people that you really
wanna do business with, well, sending them a
physical package in the mail, is a great way to get
noticed and get attention. Now you can do the cheesy,
kind of corny thing and send them some kind of gimmick or you could do something like, I recommend which is
simply to send them a book and maybe highlight a few sections that you thought might be
relevant or interesting to them. The next guerrilla marketing tactic that I really wanna to talk about is some kind of printed material, whether it’s a simple lead magnet, or something a little
more robust like an actual printed book or handbook. You see, there’s something
incredibly powerful about having a printed word that you can actually go
out and give to someone. This kind of works a line with lumpy mail, but we want to really
reserve this printed material for our potential prospects,
or people that we can actually go and meet in person. So we have something to leave them with. Think of it as kind of an updated or more modern business card. Now I can already hear some of
you saying, “I hate writing, “I’m not a writer, I’m definitely
not gonna write a book.” And that’s totally cool. There’s a number of
different options available, depending on what budget
you’re working with. Obviously, the cheapest
option and seeing we’re making a video about kind of
cheap marketing options considering guerrilla marketing tactics, well, the cheapest option is
definitely to just sit down and try to crank it out yourself. Write the best you can and
you can find a freelance or outsource to some kind of editor to help polish it up a bit. The more expensive option definitely the quickest one as well, is to hire a ghostwriter, which is someone that can take
your words and your stories, and translate that into
an actual physical book, that you can then call your own. Now you don’t need to write 30,000 or 40,000 or 50,000 pages here. In fact, you could even
start with a small handbook or a guidebook or a playbook. Just make sure that it’s
professionally packaged, and it looks really nice
and you’ll be good to go. The next guerilla marketing tactic I wanna share with you is
something that I’ve never done, but I have heard that it’s one
of the most effective forms of local advertising available today. And that’s a car wrap. Well, essentially what you’re doing is you’re wrapping your
car or getting it designed, so that your whole car or truck
or van or whatever you drive becomes an advertising in and of itself. Now, I’ve never done this
myself, as I’ve just said, but I do see how it
can be a valuable tool, especially if it’s done well, and especially if it’s done creatively. The only caveat here is if
you drive like a crazy person, in which case, don’t do that. There’s nobody knows who you are. All right so the next
guerrilla marketing tactic I wanna to share with you
is one that has proven incredibly effective,
is also very cheap to do and makes a meaningful
and powerful impact, and that is handwritten notes. Now, sounds really simple to just write out a handwritten
note and mail it to somebody or give it to somebody. But there’s something really powerful, about the act of actually
handwriting something, especially in today’s
economy where we’re emailing, and we’re texting and
everything gets printed, and very little gets handwritten. Now, even if your handwriting
is as terrible as mine, I still recommend trying your best to write out a nice, simple
and clean handwritten note. Mine’s often illegible,
but I often take a second really step back, take a few deep breaths, and do my best to make it
look as nice as possible. Because the impact and
the rewards that you get in forms of connection and appreciation, and really showing someone gratitude, well, the rewards are
well worth the effort. If you’re looking for someone who’s definitely leveraged
the power of handwritten notes and talks all about them, I recommend the book
Bluefishing by Steve Sims, I’ll make sure to link it up
in the descriptions below. Steve is a great guy, and he’s
got some really cool stories. So definitely check out the
book if you haven’t before. All right, so our next
guerrilla marketing tactic is a great and totally free
way to get massive exposure on some pretty big name sites. And that is HARO, or help a reporter out. Essentially what HARO does,
is that it links up reporters who are looking for experts
or information or kind of news or content that they can
add to their articles. And it links them up with
experts just like you, who knows something about a certain topic. How it works is really simple. Basically, you subscribe
by putting in your email, which is totally free,
they’ll send you a list of different articles or different topics that reporters are looking for. And then you write to the reporter and let them know, “Yeah, I’m interested, “I’ve got this content to
share, I’ve got this story, “I can find this for you,” whatever it is. And in return, when they use your content, you get to be featured
on magazines like Forbes, or the Huffington Post, or Entrepreneur, whatever is relevant to your niche. If you’re working with a low budget, or you’re just getting started and you you want that publicity, this is a great place to start. Now my next guerilla marketing
tactic is less of a marketing and more about accepting the marketing, and really kind of
facilitating all the leads that you’ve been generating up until now. And that’s by having
multiple contact methods. You see, your goal as a
marketer or business owner or entrepreneur, is to
really smooth things out and to remove any friction from someone trying to give you money. And one of the biggest ways that I see businesses totally mess this up, is by making it really
hard to contact them. So my advice here is to make sure that you’ve got multiple contact methods. Meaning, someone can send you an email, they can call you on the phone, they might be able to message you through a app on your website, or
they could send you a message through your Facebook
page, or an Instagram DM. Whatever it is, make sure that you’ve got multiple contact points, because
each one of your customers is going to have a preferred
method of communication, and you wanna make it as smooth and easy for them as possible. All right, so the next
guerrilla marketing tactic we have to talk about is press releases. Now, this is pretty old school, but the beauty of the press release is that most of the time, they’re free. You see much in the same way
that HERO hooks up reporters with experts in order to get
content for their stories, well, newspapers also need
content for their newspapers. So if you can submit a press
release about something that’s going on in your business, or something that’s going
on that might be relevant to them and to their audience. Well, they’ll often print it and distribute it to all of their readers for absolutely free. Now, this press release strategy isn’t just limited to the newspaper. Also applies to TV, and
probably even more so to radio. After all, creating audio
content is a whole lot easier. The key here is to make
that initial contact and make sure that you’ve
got something newsworthy going on in your business. Also, you’d be surprised how low the bar is for
what’s considered newsworthy. So just do something
interesting or valuable, and they’ll pick up the story
with a little help of course. The next tactic we’re
going to talk about here, is free trainings, which is essentially putting on educational, mini
seminars or mini trainings for your local area area, in
the area of your expertise. For example, let’s say
you’re a photographer. Well, you could put on an evening seminar and teach people how to switch from auto on their camera to manual. Or if you happen to be a dog trainer, you could put on a weekend seminar on how to train your puppy
or the first eight weeks with your puppy at home. If you’re an engineer,
you could teach people how to build a bridge or a skyscraper. No, don’t do that one, I can only imagine the liability issues, but you get the point. Basically, emphasize your
expertise and teach people how to do what you do. Obviously, don’t give
them the entire system, but give them the first few steps and then let them know where
they can learn the rest, which is obviously from you. All right, so our next
guerilla marketing tactic is the giveaway contest. But there’s a couple nuances
here that can really prevent you from getting burned and
actually make an effective. First off the reason giveaway contest work is kind of self evident. And people like getting free stuff. Where so many businesses get
burned, is they give away things that are irrelevant
to their target market, or the appeal to a broad mass market. For example, you’re well, we’ll use the photography example again. Let’s say you’re a photographer, and you’re giving away a free iPad. The problem here is that
you’re gonna attract a lot of people who aren’t photographers, because who doesn’t want a free iPad. On the other hand, if you
were to give away a lens or lens cleaning solution
or something camera related, well, then you’re probably going to get a much
more targeted audience, of people interested in
what you have to offer. Rather than those freebie
seekers who just want free stuff. And therein lies the key. All right, so our next
guerilla marketing tactic is easily one of my
favorites on this list. In fact, it might be my second favorite, my first favorites coming up soon. But my second favorite here is
all about content marketing. And this was one of the core pillars of how I built my first business. The beauty of content
marketing is much the same as putting on events or
seminars or teaching people. And then it allows you
to share your information and your expertise in a friendly, knowledgeable and approachable way. Now whether you’d prefer
to do video or podcasting or good old fashioned writing, there’s a free solution available for you. For example, if you wanna do video, well, you you’ve got YouTube
where you can host your videos. You wanna do a podcast, well, you can do it through an anchor. And if you wanna write a blog, well, there’s a million different options, including WordPress,
which allows you to host all of your articles for free. Now I could go on for
days about the importance and the beauty and the
magic of content marketing, but the reality is, is
that we’ve been conditioned to associate teachers and
people in positions of authority that educate us as experts. And so we tend to give them
a little bit more weight, a little bit more trust and a
little bit more credibility. You wanna take advantage of
that by creating content. All right, so our next
guerilla marketing tactic is a form of barter or
a form of partnership or a CONTRA deal as it’s often known. And essentially, what
you’re gonna do here, is you’re gonna to find somebody with which to trade services with. Now this is an absolutely
amazing strategy, especially if you’re good at what you do, because you’re gonna to be able to clearly demonstrate this to another
entrepreneur or business owner, and provide value to them, which means that they may
be more likely to share that with their audience. And in return, you’re gonna get whatever services they offer to you. Now, the key here is that your obviously not gonna want to pick
a direct competitor, because the goal here is for both of you to kind of work in a
symbiotic and synchronous and synergistic, symbiosis, cooperation. I’m getting off track. The beauty here is that
it’s going to allow you guys to basically work together,
so that everybody wins. This is basically what I did when I first started my
social media marketing agency. I partnered with a local print shop, so I would do their
social media marketing, and in return, they would print my flyers and my business cards and other promotional items that I needed. In the end, I saved thousands
on printed materials, and I got a ton of really good experience and access to all of their clients who, well, if they need printed
things like business cards and promotional items, well, they tend to be
my target market too, because they’re most likely gonna be entrepreneurs or business owners. At the end of the day we both won, and it was a fantastic deal. All right, so our next
guerrilla marketing tactic definitely crosses the line from guerrilla to more traditional, but it’s
definitely worth mentioning, because it’s just so incredibly effective, and mostly in regards
to guerrilla marketing, it’s cost effective. And that tactic is Facebook ads. Again, so easily one of the
most cost effective forms of online advertising available today. Now, the reason I’m mentioning it here, is because of a couple different factors. Number one is the targeting, which means that you can dial in on exactly who it is that
you’re trying to reach, including their demographic
details like their age, gender, income, occupation,
things like that. Their geographic details,
what city, state, province, country or wherever they live. And their psychographic details
what are their attitudes, their interests, their behaviors, their organizations or teams
that they’re a part of. The targeting is just
essentially so detailed, we really can’t miss. The other side of the coin
is that it can be done for really just a few dollars a day, making it by far one of
the most cost effective forms of advertising available. Plus, seeing as everything’s online, and everything’s tracked, we
can figure out to the penny, what something’s costing us. So rather than spending
thousands on a newspaper Ad or a radio Ad, and really
not knowing how it worked, well, with Facebook Ads,
we can track exactly how much a click costs,
how much a lead costs, and how much a sale costs. All right, so the next
thing you want to do here is definitely check out the
video I’ve got linked here, on the top 20 digital marketing strategies for small businesses. In it I’m giving 20 of my
absolute best tips and tricks to really help grow your business. I’ve also linked up a video on how to get more clients and
customers for your business. So take your pick, choose whichever one you think
is going to be more relevant to you and definitely dive into that now. All right, so thanks so much for watching, and we’ll catch you next time
on The Modern Marketing Show.

Introduction To Marketing | Marketing 101


If you’ve ever wanted to know: What
marketing is, how it works and how it applies to your business, then stick with
me, because in this episode I’m going to be breaking down exactly what marketing
is, how it all works and why it’s such an important, if not the most important,
element to business success. Let’s get to it.
Hey there my name is Adam Earhart, marketing strategist and welcome to The
Marketing Show where we help you grow your business generate more leads, customers,
and sales by making way better marketing, so if you’re interested in learning the
latest and greatest marketing strategies, tools, tips, tricks and tactics, well, you
may want to consider subscribing and hitting that notification bell. Alright, let’s talk marketing, something I love to do. As I fell in love with
marketing years ago, when I first got interested in figuring out why people
buy and act the way they do and later how to influence and persuade
essentially affect human behavior. Because, whether you have a business or
not Marketing happens pretty much every day. Any time you try to convince friends
or family to see a certain movie or eat at this restaurant or not that or
basically try to convince them to do anything,
Marketing is happening. Also, marketing is really important to understand, because
you are constantly being marketed to by everyone from everywhere. From something
as simple as someone trying to sell you a pair of shoes to something a lot
bigger, like buying a new house or moving across the country or even changing
careers. All of this, requires and uses marketing. So, with all that said, let’s
dive into it. But first, let’s cover what marketing is not, so once we’ve got that
clear, we can cover exactly what it is. Now, I know when I first got involved
with marketing my understanding was pretty limited. I didn’t really have a
clear picture of exactly what marketing was so I also kind of fell prey to the
notion that marketing was advertising. Well, in reality marketing isn’t
advertising but advertising is marketing. Let me explain. Basically, marketing is a
major business function that’s made up of a bunch of other parts, one of which
of course is advertising, but there’s also a ton others like: PR, market
research, social media, content marketing, search engine marketing or search engine
optimization, pricing and pricing psychology, copywriting and one of my
personal favorites, direct response or direct response marketing and quite a
few more. So, saying that marketing is just advertising and kind of like saying
that finance is just taxes or HR is just hiring people or legal is just not
getting sued. Sure, these are all important but there
just one piece of the entire puzzle. This is why if you’re just getting started in
marketing can seem pretty overwhelming which is why my suggestion is to find an
area that you find interesting, fascinating, like say social media or
content marketing, start there really get some roots and branch out later. Alright,
so now that we’ve got that covered, what exactly is marketing? Well, as I’ve
just covered, you know that marketing is made up of a bunch of different sub
segments things like: content marketing, email marketing and social media, all the
things we talked about. But what exactly is the nature of marketing, which sounds
like some kind of documentary “The Nature of Marketing” – on this week’s episode of
The Nature of Marketing – Well, one of the first things you learn in any first-year
marketing course is the four P´s of marketing: product, price, place and
promotion. Product being the details around whatever product or service is
being sold. Price being the price, kind of obvious, but there’s obviously a lot more
that goes into it than just that. Place is where the products being sold and
promotion, we’re just kind of the fun stuff. This is essentially how you’re
gonna sell more of the product and what you’re gonna do to get the word out
about your service and while all of that is accurate and true and the four P´s do
make up a part of marketing, well, I prefer a simpler easier to understand
definition. Marketing in its most basic sense, is communicating value to your
customers. It’s essentially answering the question of your customers “Why should I
care?” Marketing helps people solve their problems by clearly defining and
delivering solutions and really explaining the benefits of the solution
so they can get better results. Marketing is about connecting with people,
understanding their pains and their problems and their frustrations, making
them feel understood so that you can position your business as the solution
to their problems and essentially just make them feel better and marketing is a
really powerful force. As anyone that’s been in business for any length of time
can tell you, it’s not always the best product or service that wins, in fact it
rarely is, rather it’s the product or service with the best marketing. Like it
or not, that’s just kind of how it works which is why having good marketing is
just so important. So my favorite definition of marketing is that it’s
communicating value to your customers but there’s another side entirely that’s
rarely talked about but still equally powerful and that’s creating value for
your customers. You see, marketing can create value and
your marketing in and of itself can be valuable. An example could
be a blog post that helps someone out, even before any money has changed hands
or an advertisement someone sees that brightens their day and makes them laugh
whether they choose to buy or not or the way that a product or service is
delivered, the packaging let’s say which is so luxurious and over-the-top that it
makes the customer feel special just for having purchased it. You see, economics
assumes that people make buying decisions rationally, logically and with
perfect information but this is rarely, pretty much never the case. We as humans
are emotional, often highly illogical and rarely have the full set of facts when
making any decision, which explains why marketing is so important and so
powerful. After all, if we made all of our purchasing decisions based solely on
logic and utility and the value we would get from these products, well, the entire
luxury goods market wouldn’t even exist but not all marketing is created equal.
You see, when it comes to marketing like when it comes to pretty much anything,
there’s good marketing and there’s bad marketing. Bad marketing is all of the
reasons that marketing gets such a bad reputation. It’s that hype, spammy,
over-the-top sleazy salesy icky kind of marketing that we all know we’ve all
seen and nobody likes. It’s the stuff that looks cheap, makes people feel dirty,
even just looking at it and promotes bad products or bad services that really
helps nobody. It’s the fake countdown timers you sometimes see on websites the
going-out-of-business sales that never end and the pushy promotion of useless
products. That’s bad marketing. Good marketing on the other hand, helps
customers achieve their goals, makes them feel better about themselves and has the
power to truly change the world. So my question to you is: What kind of marketer
do you want to be? That that was a rhetorical question. If you say the bad
guy, I got nothing for you but if you say the good kind and I know you did, then
make sure to check out this video right here which I’ve got linked up on the
page which is going to give you even more practical and effective marketing
strategies to help take your business and your marketing to the next level and
way beyond that. Alright, so thanks so much for watching, make sure to check out
that video now and we’ll catch you next time on The Marketing Show