Online Marketing Made simple
The All-Inclusive Guide (Update 2017)
Online marketing is the lifeblood of any company. It is typically the make or break factor to your online success.
Below I am going to show you every step you need to take to successfully run an online marketing campaign.
We are going to cover everything from knowing your audience, optimizing your website, advertising (free and paid) and how to sell through social media.
Buckle up, let’s begin!
Find Your Customer Persona
The customer’s persona (or buyer’s persona) is a fictional representation of the type of customer you are trying to target.
A persona can include information like their average income, career, political position, location and family status ect.
The persona helps us in marketing think of our customers on a more personal level.
Really boiled down the persona helps us see their motives and ambitions, so we know how best, to sell to them.
“Buyer personas are: A research-based representation of who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions.”
– Tony Zambito
Customer Persona Questions
The first two questions you need to ask yourself when creating your customer Personas are:
- Who are my customers?
- Who makes the final buying decision for my product?
Customer Persona How to Video
Customer Persona Case Study
In a recent interview with CEO Normand Schafer of Far and Away Adventures the topic of customer personas was brought up.
When questioned about the usefulness of customer personas in his business Normand explained:
“When we first started we thought that Adventure travel was for young students who had just graduated.
Most of our marketing and much of our ad spending was focused on this specific group. However we had not done very much testing in this realm and soon became aware that 90% of our customers were elderly folks who had more money.
As elderly people tend to have bigger budgets for traveling this was a much more lucrative market for us.
“Once we made this realization we switched our marketing tactics. We did a customer persona of the ideal person who bought from us: A retired elderly couple. We then started targeting our marketing towards this persona.
This increased our sales dramatically (over 197%) and has resulted in us building out our business and expanding more than we thought possible.”
It is extremely important as you develop your marketing campaign, to make sure you know your target audience.
This will save you money, time and energy. In the end it will result in a higher return on investment.
Ways to Find Your Customers Personas
One of the easiest ways to find it, is by looking at your past sales.
If you’re company has been around for a while look at the info and the types of people who have bought your products in the past.
If you are relatively new to the game and don’t have past sales to look back at the following methods should work:
Find Your Customer Persona – Traditional Method (Slow)
For years the traditional method of finding and building customer personas was to interview your competitors customers. Find out what they like about your competitor, why they buy and who they are as a person.
This can be done by going to the on-site location of your competitor’s store with a survey and asking questions.
Pro Tip: If you are looking for a cheaper quicker way to find your customers persona. The easiest place to look, is at your competitors online marketing.
Find Your Customer Persona – Growth (Hack) Method
Look at the Articles they write and who their audience is. Looking at your competitor’s social media is one of the most effective ways of finding a customer persona. Look at their Facebook page and the average demographic of the people that are following them. Visit their fan pages and official pages and click on who liked their posts and content.
Looking at the profiles of these individuals can help you get an idea of the types of people who are interested in, and buy from them.
Customer Persona Report Tool (19 Steps)
Once you have gathered the above information and done your market research it is to time to put this information together into your customer persona report.
Below I have attached a photo slideshow with the 19 steps need to create a beautiful customer persona on the Make My Persona tool.
3 Books I'd Recommend Reading to Learn More About Customer Personas
Nail Your Customer Buying Path
In order to know where your customers come from, you must find the customer’s buying path.
The pathway begins with how the customer finds out about you and ends when they make a purchase.
Many people hear about a company through radio, TV, online advertising and other methods.
“Whether we’re shopping for concert tickets or a trip to Paris, the Internet has changed how we decide what to buy. Today customers all digital explorers, seeking out online ratings, peer reviews, videos and in-depth product details as they move down the path to purchase.”
– Torben Rick
#1: Find Your Customer's Buying Path
Surveys are a great way to find where your customers come from.
In online businesses a well placed survey on your website is probably the most effective way of doing this.
Another effective method is asking your Facebook (assuming you have already created an account) or social media followers directly where they heard about you.
- Useful Article : Brand Watch, Path To Purchase
#2: Discover Your Customer's Decision Making Process
This video helps explain what decision making process our customers use.
Determining the process and decisions that must be made before your customers actually buy your product is extremely important.
Essentially you are figuring out what decisions they have to make before they feel comfortable pulling the trigger and buying from you.
Decision Making Process Video
#3: Find Your Customer's Buying Questions
Customers tend to have a lot of questions when it comes to buying products and it’s your job to find them…
- Do they have to compare specs?
- Do they have to shop on multiple web sites?
- Is your product the right price?
All of these are questions a potential buyer might ask. In order to make sure they will buy from you it is important to find out their buying questions.
Once you have the questions figure out, find what their decision making process is and then be the answer and solution to their questions.
#4: Find Out How Long it Takes Your Customers to Buy
“People make purchase decisions ONLY when their pain becomes acute.”
– Mike Lieberman
It is important to determine how long a customer takes from the time they first hear about your product, to the time they purchase your product.
In many industries this is different.
For travel for example, a customer may search a trip they wish to take in the next one to two years. They’ll do research, visit your website and ask you questions but not actually buy for the next two years.
In some cases people will wait a month or two before buying a computer they think is good and for others they may visit a website for the first time and purchase a t-shirt. By discovering how long it takes YOUR customers to buy you will know how to custom target your offers.
Below is a great infographic covering some great indepth steps on your customer's buying path.
Refine Your Products
After determining who your core buyers are, what motivates them it is important to revisit your product and make sure it does everything they need it to do.
Example: Let’s say I sell Lama Hats…
…and realize that most my customers instead of being poor New York City dwellers are actually rich men in Mexico.
I may decide to change some things.
I may up my price, make my hats classier, It’s hot in Mexico maybe I’ll add ventilation slits in the hats.
Whatever, you get the picture.
Make sure your product reflects your ideal customer’s needs. This will increase conversion rates and your ROI when it comes to marketing
"Design, refine and repeat, and keep learning all the way along. It sounds bland and pedestrian, but in fact, it's the reverse."
- Anouska Hempel
How to Test Your Products
Once you have found your product, found your audience, and made sure that your product is custom for your selected audience, you’re ready for the next step. You’re ready to test your product in the open market.
One of the best ways to test products is through either Google ads or Facebook ads. Facebook ads in particular allows you to narrow down your target audiences to very specific demographics. If you test with Facebook you can make different test groups for age, gender, device, operating system Etc.
Great Video Explaining How to test Products Using Facebook Ads…
Set Test Ad Goals
Before testing your product through ads set goals about what you wish to accomplish through your test. Decide:
- How much you want to spend.
- How much do you want to make.
- What your return on investment will be.
- How much ad interaction you will get.
Once you’ve made your goals make a hypothesis of the types of people that will be interested and the types of people that will be the most profitable.
Optimize Your Product Test Ads
Through A B testing (we will discuss this in more detail later) and other methods of ad testing for a relatively low price (Try $20 to start) you can test to see if people will buy your product. If people buy from your fist ad optimize the ad and test to find the best demographics to target.
Product Testing Tool: Another great place to go when testing products are discount websites like ProductTestingGroup.com where they essentially let you post products for steep discounts in exchange for users testing them and giving you feedback.
Refine Your Product Platform
In order to effectively sell your services you need to focus on optimizing your website. There are many ways to go about doing this, the bottom line however is to focus on user experience above all.
Optimize For User Experience (UX)
When thinking about user experience, think of what your users intend to use your website for, and how they will know what to do.
One great way for getting feedback on user experience is through surveys. Another great way is through A B testing.
This is a video that covers the 3 of the major pitfalls we make when designing our sites and how we can avoid them:
How to Optimize For UX (Video)
How to Optimize User Purchase Journey
One important aspect of measuring user experience is by looking at your customer’s purchasing Journey. To do this you need to plan what page is your customers will land on, what links they click on, and where they end up.
1. Go step by step from your homepage, to the shopping cart tool and note any changes you think appropriate.
2. Have your friends family or random people try going through this purchasing journey.
3. Ask them to look at products on your website that they’re interested in, then ask the steps they would take before they buy.
Ensuring that your user experience is optimal and clean, helps your customers buy from you instead of your competitors.
If your customers like your website, if the layout is simple and if it is easy to use, it is likely they will buy from you.
Social Media Marketing
Social media marketing is essentially using your social media accounts to push people to your website where they can buy things.
This is marketing gold.
In some cases, social media marketing can even be used to sell products directly on your social media account.
Below we’re going to give a brief overview of how to use Facebook, Instagram, Twitter and Pinterest to market your products to your customers.
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"We don't have a choice on whether we do social media, the question is how well we do it?"
- Erica Qualman
Worldwide, there are over 2.07 billion monthly active Facebook users, which is a 16 percent increase year over year.
With Facebook marketing the first thing you’re going to want to do is create your Facebook business page. Once created start using your page to interact with groups and communities on Facebook.
By using your page interact with these people you will raise brand awareness, and also give people a link to click on to come back to your page.
Great Video Adding Some Powerful Tips for Facebook Ads…
Facebook User Engagement
When doing Facebook marketing you’re going to want to make sure you are posting daily on your page to keep your user engagement high.
Facebook’s algorithm rewards companies who have high user engagement. If you’re users and customers are liking or interacting with your posts daily, Facebook will continue to show your posts to them.
Make sure you keep an eye on your user engagement…
If your users or customers stop interacting with your posts for a week or so, Facebook will stop showing your posts to that person.
Facebook Marketing Ads
The last thing you can do to effectively market on Facebook is to advertise. You can boost your posts or even just create ad campaigns. Facebook’s main draw is that you can hyper Target your customers face. Facebook collects extensive amounts of data on every user which can be used to find household income relationship status marital status preferences enjoyed activities recently purchase products geolocation etc.
Today Instagram has 1 million monthly active advertisers—up from just 200,000 in March 2016.
Instagram can be a powerful tool for directing potential buyers to your site.
With Instagram you’re going to want to create a compelling reason why users should follow you.
You can do this through your profile picture and through your bio that tells a little bit about yourself.
Instagram Marketing Tips Video
Below you will find a video packed with some really unique and powerful tips when it comes to marketing on Instagram:
Offer Value On Instagram
When posting on Instagram make sure each post offers value to your customers. I suggest including tips and tricks in each photo description. Make sure that every photo or at least your bio has a call to action.
Always include a link in your bio to your website, company or service page. With Instagram the more people that follow you, the more advertising potential you have, therefore it’s important that you continue to grow your audience.
Today the average user follows at least five businesses on Twitter
Twitter can be a really powerful tool for marketing when done correctly. It has a lot of vale for sharing links to your content and website.
After you setup your Twitter account make sure that you take full advantage of your profile Banner. Many people use this profile as an ad or way of telling others what projects there in two.
Twitter Marketing Tips Video
Below is a video explaining the steps and tricks for starting out on Twitter and growing your audience:
“The best way to engage honestly with the marketplace via Twitter is to never use the words ‘engage,’ ‘honestly’ or ‘marketplace.’”
– Jeffrey Zeldman
Tweet Life Expectancy
With Twitter you want to tweet as often as possible unlike Facebook Twitter’s post life expectancy is very short. It is common and acceptable to tweet out the same article three times a day or promote the same idea multiple times a week. It’s almost guaranteed that each time you post or tweet about something it will hit a new audience.
Another important aspect of Twitter is conversation. On Twitter marketing is all about having good conversations with other people to build your audience and following…
Make sure you’re engaging in relevant conversations to your industry or niche. This will help increase your following and drive clicks through to your website.
Today 30% of all US social media users are Pinterest users.
When you’re doing Pinterest marketing it’s important to make sure that you are using Rich pins.
Rich pins let you add product prices, descriptions, and links to your website to posts.
When you’re posting pictures on Pinterest be aware that pictures with no face in them get 23% more repins than those with faces.
How to Drive Traffic With Pinterest – Video
Pinterest Tip To Share Pins
One great tip with Pinterest is to create a blog separate from Pinterest that has printable photos that you can then pin on your account. In order to not sound too much like a salesperson create Pinterest boards that are about lifestyles.
By creating lifestyle Pinterest boards instead of product boards you attract more customers. Doing this makes it so that when you throw in a small mix of your products, it seems natural.
It should be known that 92% of all pins made on Pinterest are by woman if you are marketing plan does not include women than your slice of the Pinterest pie is quite small. Regardless Pinterest can be useful but I highly suggest if you’re using the platform find ways to engage women.
SEO or search engine optimization is the art of getting your website or websites pages to show up first when people search for you on Google.
Today we’re going to talk about two different aspects of search engine optimization the first is on page SEO and the second is off page SEO.
SEO Marketing just like any other function of the business, can be highly profitable or highly costly.
When done right, it can give a great ROI in ANY INDUSTRY with ANY PRODUCT.
Because when done right, every aspect of SEO is traceable and trackable.
My rule of thumb is build a site for a customer and user, not a site spider.
On-page SEO consists of the content that you have on your website page.
For example, if we were to talk about a car rental website the on-page SEO would be the words, pictures of cars and content on the front page of the website.
To the right is a video explaining some tips and tricks for powerful on page SEO:
SEO Marketing Tips Video
“Good SEO work only gets better over time. It’s only search engine tricks that need to keep changing when the ranking algorithms change.”
– Jill Whalen
On-Page Content Rules of Thumb
What is important to know when working on your on-page SEO is that for optimal results a page should have 1,500 to 2,500 words on the page. The words should be in article format explaining how to do something, why something is important or giving other valuable information.
It’s helpful to add a video onto your page, maybe a how to video. Add photos to your page and make sure that your photos have “alt text” with your pages desired keyword.
On-Page SEO Tools
If you’re using a wordpress site I highly recommend downloading the Yoast SEO plugin. This plugin will give you very good suggestions on things to change and optimize on your page…
The plug-in will tell you if you need to add more texts mention your keyword more often or add pictures.
“Google only loves you when everyone else loves you first.” – Wendy Piersall
Off-page SEO is one of the most competitive and financially taxing areas of SEO.
Below I’m going to teach you a few simple tricks to jump-starting your off-page SEO.
To the right is a video explaining some tips and tricks for powerful off-site SEO:
Off-site Marketing Tips Video
“Today it’s not about ‘get the traffic’ — it’s about ‘get the targeted and relevant traffic.”
– Adam Audette
Links Are Key in SEO
Google ranks websites and web pages based on the content on the page, and how many different websites link to your website. If you think about it like a referral, Google is essentially seeing that many different websites refer to you as a reputable source on a specific topic.
When Google sees a lot of people recommend your page by linking to you, they will then rank you high for the linked topic. For example if you want to rank high for the keywords “premium jewelry” on Google you would need many different websites to say “find your premium jewelry at: (your site)” and then have the text “premium jewelry” be a link to your website.
How Many Links You Need
In order to rank well for a specific keyword typically (more competitive words require higher quantities) you will want 10 high quality links from other BIG websites. In addition to this you will want 10 high-quality links from different blogs and article websites (preferably ones in your line of business). There are a number of ways to go about getting high quality links.
White Hat vs. Black Hat
White Hat Link Building
“White hat” link building is doing link building in the organic and “approved by Google” way.
The best strategy for acquiring high-quality links to your website is to contact online companies or websites and request that they linked to you in exchange for services or other offers.
White Hat Link Building Video
Anchor Text in SEO
One important thing to note when deploying this strategy, is that you rank best for the anchor text in an article…
For example if I wanted to rank high for the keywords “cheap flip flops” I would need the words “cheap flip flops” themselves, to be link to my website. This will show Google not only that the website links to me, but why they linked to me and for which keywords.
Black Hat Link Building
“Black hat” link building is using unapproved (typically paid) methods to grow links fasters than what is considered organic.
Black Hat Link Building Video
If you are planning on buying 10 high-quality links from a regular website, I would recommend buying the 10 links and then boosting the 10 pages with low quality links.
You can do this by purchasing 20k – 100k backlinks from various websites. Again make sure that they link to not your personal site, but one of the 10 high quality websites that you pay to link to you.
Link Danger & Safety
WARNING: Google will often penalize site’s SEO rankings because of low-quality links. By mass links to a different site that links to you, you are essentially putting all the risk on the shoulders of the other website. This minimizes your risk and maximizes your profit potential and rank boosts.
While you can minimize your risks, it is still risky, we take no responsibility for the consequences of you following the black hat practices listed on this page.
Content marketing is the act of creating content in many different forms and using it to market your products and services.
When content marketing, it is important to create content that is unique and generally specific to your Niche or business.
When thinking of the types of content you are going to create think back to your previously created buyer Persona.
Finding The Right Content
Think of the types of people you wish to sell to and the types of people that buy your products. Once you’ve determined your buyer Persona, decide what types of content they would be most interested in consuming.
If it is difficult for you to pinpoint exactly what kinds of content they’re interested in, look at your competitors. Check your competitor’s Facebook page. You can go to competitor’s website, blogs or YouTube channels or any other places they create content their customers are interested in.
Content Marketing Strategy
Before creating content it is important to create a strategy. Your strategy should answer questions like:
- What you hope to accomplish by creating content.
- What you hope your buyers will do once seeing your content.
In addition to that your strategy can include the types of contact you’re going to create and the places you will promote it.
Generally with content creation it is important to follow the 80/20 rule. 80% of your time should be spent promoting your content and 20% of your time should be spent creating your content.
Content Marketing Strategy Video
Different types of content to create are:
- Live streams on social media or via your website.
“The reason we struggle with content marketing is because we haven’t started with ‘Why?’ Customers don’t care about your vanity metrics. Ask them, ‘How can I help?’” - Kristina Halvorson
Video Content Marketing
Video content marketing can be a powerful way to Showcase products or services or offer helpful information.
Most of the top companies online are using some sort of video content marketing strategy to increase sales and spread brand awareness.
Using YouTube for Marketing Video
Some great strategies are:
- Making “how-to” videos on YouTube.
- Posting live videos on Instagram or Facebook that talk about your products.
- Creating viral or engaging content on YouTube that showcases your products.
- Creating vlogs where your products are discussed.
Article Content Marketing
How to Write Great Content Video
Some great strategies are:
Article content marketing is one of the more popular ways to drive traffic to your website. A great strategy is to contact different article websites or news websites and apply to write for them.
Once you are writing for popular news websites you can put in information about your personal products or services and promote your website subtly.
Blog Content Marketing
Blog content marketing is similar to article content marketing except it is generally done on a more personal level.
Many people keep blogs in which they write on a specific schedule about what interests them.
Writing a Great Blog Post Video
Some great strategies are:
The first step is to find a list of blogs that are in your Niche that right about the things you sell or the things you’re interested in.
Contact the owners and ask to co-write or to be featured in a blog post and exchange feature them in your blog post.
Infographic Content Marketing
Essentially infographics are like articles or any other content sharing means but they are highly visual and use a lot of pictures.
A great source for creating infographics is canva.com they have a free service and some great templates and themes that are already pre-created.
How to Create an Infographic Video
Always Add Value
Creating a good infographic that shows people’s need for your product or ways to use your product can add great value for your customers.
When you create value in someone’s life through your content your content is more likely to get shared and promoted an organic methods.
Once you create your infographics I suggest posting them on your websites blog and also posting them on other websites that talk about that.
Podcast Content Marketing
A podcast is a great way to capture an audience that would otherwise be unable to interact with your services.
How to Start a Podcast Video
Why Do Podcasts?
Many people don’t have the time to read articles or watch movies but they have spare time in which they can listen to things.
Examples of this are people that work at factories or in various other positions where they may be allowed headphones but are also doing something demanding with their hands.
Growing up I worked a job landscaping and spent hundreds of hours each summer listening to podcasts while I worked. I believe the value of podcasts is underrated and it is an extremely effective advertising tool.
Live Streaming Content Marketing
Live streaming is a great way to create content for your blog, business or YouTube. Many companies livestream trainings or auctions of their products and generate many sales.
The great thing about live streaming is that you can record. That means that once it is completed you can upload the video to YouTube or other video service websites.
How do Live Videos (Video)
Why Do Live Videos?
Live streaming is also heavily promoted by Facebook and Instagram once you start live streaming an event Instagram and Facebook send notifications to your followers and Friends.
Your followers are powerfully notified of your streaming which is a great way to get new eyes on your products.
67% of live video viewers are more likely to buy a ticket to a concert or event after watching a live video of that event or a similar one.
Spreading and Sharing Your Content
As mentioned before you should spend 80% of your time marketing your content and 20% of your time creating your content.
When marketing your content there are some great do’s and don’ts. One helpful tip is to keep on hand an extensive list of places to promote new content once it is created.
“The best marketing doesn’t feel like marketing.”
- Tom Fishburne
The first thing you want to do after creating new content is to push it out to all your social media audiences. Share it on Instagram, Facebook, Twitter and when possible Pinterest. If you have other social media accounts with large followings utilize those as well.
A great trick when promoting content on Facebook is to add yourself to Facebook groups that are in your specific Niche or ones that talk about your specific product.
For example: if you are in a travel industry and just wrote an article about “How to get cheap flights” you should find a travel Facebook group and share it with them.
By sharing to hyper targeted Facebook groups users are more likely to interact with your content, appreciate it and buy from you.
Tools For Promoting Infographics
When it comes to sharing infographics is important to promote them on many different websites. One great resource is www.visual.ly they allow you to upload your infographic and then share it through their service.
I would recommend uploading the infographic after you have added it to your own personal website and adding a link back to your website page that discusses the infographic.
How to Promote Through Reddit (Video)
Share Content On Reddit
Another great source for sharing content on the Internet is www.Reddit.com which can share articles, photos, infographics, links and blog posts.
Simply find a subreddit feed that talks about your specific product or service and the community there will generally be happy to see what you’ve created.
Make sure your content comes across as useful and adds value to people’s lives. Many people that post on Reddit just post the links and it looks like spam try to avoid this practice.
Bonus Content Marketing Gem
One bonus place to share content on the Internet is on https://www.stumbleupon.com/ .
StumbleUpon allows you to submit the URL to your website or different web pages that you think others will like.
People on StumbleUpon look at random websites and like them or dislike them.
Ads & Paid Marketing
Pay per click advertising or PPC is exactly what its name says it is.
When you create ads on Google or Bing you pay per click that searchers make, on that ad.
It is using search engine ads to grow your business though click onto your website.
Some other sites offer PPC Solutions such as Facebook and Twitter.
Amazing How-to Guide to PPC (Video)
With Online Ads It's All About Your Bid
With PPC advertising it is important to know that you can select the keyword you would like to show your ad on, and bid on that keyboard.
The “bid” is where you essentially say the highest you’re willing to pay for that keyword, if other companies bid higher than you they will show up first, if other companies bid lower than you, you will show up first. These ads show up on the top of Google search pages and other web pages.
“Be analytical and creative, finding different ways to look at results that make the most sense for your particular account,”
- Jacob Brown
PPC Strategies & Tips
One important thing to focus on, is sales vs. customer acquisition, this is what can make PPC worthwhile.
When doing PPC advertising some people think that PPC is just too expensive because clicks cost too much money.
This can be true and it can be false, it all depends on how you run your PPC campaign.
If we think of an example such as Amazon and their marketing strategy this becomes clear.
The Cost of Google Ads (Video)
Amazon.com Case Study
Amazon built its company by spending vast amounts of money to acquire new customers.
In the short term it may have looked like a poor idea because they spent much greater than the customers first initial sale.
In the long run it was worthwhile because each customer Amazon acquired tended to stick to Amazon and bought on their site frequently.
The total amount of times people purchased on Amazon made it worthwhile for them to spend a lot on PPC ads.
How to Do Email Marketing
One way to make your websites sales turn into “true customers” is to gathering users emails when they buy your products and remarket to them later on through email.
Another technique used on PPC ads is Breakeven products. If you don’t want to lose money acquiring new customers a great strategy is to calculate how much you can spend on advertising in order to break even on the products you sell. This often times means offering products at discounts.
Breakeven products are great way to acquire long-lasting customers because they will be happy with your service and happy for your cheap prices.
Email Marketing Strategy (Video)
High PPC Cost at the Start? Don't Worry, it Gets Better
Typically at the beginning of a campaign or when you first start advertising your costs are going to be quite high. Consider this a cost of market research and know that these prices and costs can go down.
At the beginning you will be paying high prices because your campaign is not optimized and you are not running everything at its optimal level.
As time goes on, the techniques I will show you next will help lower your campaign costs and increase your conversion rates.
How to Profit From PPC (Video)
A/B Split Testing (Google Ads)
One great way to lower your advertising costs is to do A B split testing.
Essentially Google lets you show two different ads and it will tell you which ad performs better.
When we say performs better, we mean that one ad will result in higher purchases of a certain product than another ad.
How to do an A/B Ad Test (Video)
Watch Your Conversion Rate
The most essential thing for PPC advertising is to monitor your conversion rate. Many people set up ads, leave them running and then complain about the high prices.
It’s important to constantly check which ads are converting and focus on increasing your conversion rate.
If you do this you’re sales will increase your advertising costs will decrease and your company’s revenue should soar.
How to Optimize for Conversion Rate (Video)
Public Relations (PR) Marketing
PR marketing is a great strategy to increase your brand awareness and drive traffic to your website.
Essentially PR advertising is working with companies and newspapers/sources that will cover your products in a way that interest potential buyers.
Like most all marketing there are two ways to do PR marketing, the paid, and the free.
What is PR Marketing in The Real World (Video)
How to Do Paid PR Marketing
The first way is to pay a PR firm to publish articles videos and news content relating to your product or service. PR firms charge a lot of money and this strategy can be quite costly. Some PR firms charge up to $10,000 for articles written in big news Publications.
While this could potentially be worthwhile for your brand, generally at the beginning there are cheaper ways to do this.
"If I was down to my last dollar, I would spend it on public relations."
- Bill Gates
How To Do Free PR Marketing
In order to do PR marketing for free, you are going to have to do most of the work. The first thing you will need to do in free PR marketing is to create a piece of content, either a video or an article.
This video or article should be in relation to your services but doesn’t necessarily need to be about your product.
A great example of this would be a top 10 list of great services in your Niche. Use other companies and services in your article, but include yours near the top.
Find a PR Journalist
Once you’ve created a high-quality piece of content you need to find marketers and journalists that write about your type of content. Great resources are Forbes Magazine, Entrepreneur magazine, Inked magazine, Mashable, TechCrunch, ect. Look for websites or companies related to your niche and journalists that right about these companies.
Contact a PR Journalist
Once you find authors who write about your type of product, contact them directly and tell them about your article. Explain that you have written a great piece of content that you would love for them to go share. Offer to give them the article for free and tell them how much you love the content they create. This can be a great win-win situation, as journalists and authors are often paid to write articles so by using your article, they will save time in the writing process and yet still be able to produce quality content. Make sure to let them know that they can edit and change your content as they see fit. Also, always remember to thank them afterwards.
Pro-Tip For Working With a Journalist
A pro tip on getting in contact with these journalists & authors is to follow their content for a while and like them on LinkedIn.
Oftentimes these journalists will respond to LinkedIn messages sooner than other sources.