hey miles here miles Becca calm this
video is going to help you answer the
question what is your marketing strategy
plan there is no one key marketing
strategy that will work for every
business type out there so what I'm
gonna do in this video is help you kind
of self identify with a few very common
and proven marketing strategies for
businesses whether you're a
bricks-and-mortar local business a
restaurant or a digital business like
affiliate marketing or you do some sort
of consulting or your coach there's a
lot of different ways that you can grow
your business these are all going to
reflect online based strategies because
that's what I do
and this is an overview again this is
the strategy that you think has the
highest likelihood of helping you grow
your particular business and then you
can leverage the other videos i've
created on this channel there is over
425 different videos on this channel to
get very tactical about how to do all of
the things we're gonna talk about but
ultimately i just want to help you
figure out which things are worth your
time the one big thing that you need to
start with doing is to really focus in
on what is the goal of my marketing
strategy your marketing strategy needs
to have a very specific goal and if
you're a physical bricks and mortar
business that goals are gonna be very
different if then if you're an affiliate
marketer or an information marketer so
is the goal to generate leads and if so
what do you consider a lead is it an
email opt-in is it somebody filling out
a long form is it someone giving you
their phone number or is it as simple as
somebody picking up the phone to call
you when they need your services or is
it somebody just walking into your shop
ready to order right walking into your
restaurant ready to order so write down
the goal or is the goal for them to
click and buy right so there's the lead
level and what that is for you then
there's the actual click and buy this is
for information marketers oftentimes for
e-commerce businesses if you ultimately
want someone to just click a button and
purchase something without ever calling
with ever taking any other actions then
is your goal and note it and let's work
backwards from there the third one is do
you offer some sort of a free
consultation or a strategy session this
is kind of like lead gen but it's a
little bit farther than lead generation
a lot of coaches and consultants will
offer this type of business model where
they'll give you a free 20 or 30 minute
or even an hour strategy session to see
if you and they are a good fit if this
is how you work your business great note
that down as your goal because what
we're gonna want to do is figure out
what are all the steps what are all the
pieces of content what are all the pages
that we need to have that will lead
someone to that goal this is often
referred to as a marketing funnel or a
sales funnel and it doesn't have to get
complicated by any means it'll work
within any WordPress based website and
some businesses actually don't even need
them you can survive and thrive without
a marketing funnel but if you go through
the process of lead gen and you're
working to the point where you want
someone to click and buy generally
speaking funnels can serve you greatly
because they'll help you really really
focus in your energy to optimize that
flow so someone who doesn't know about
you you can capture their attention you
can then make a series of offers or
series of promises and measure the kind
of how well each promise or offers
working and those will lead the user
from the shortest path from where they
are to where you want them to be which
is accomplishing your goal now I have a
ton of material about the different
types of marketing funnels here on the
channel you could feel free to search so
if you're affiliate marketer look for
affiliate marketing funnel if you run a
membership site you can get my
six-figure membership funnel hacks all
that's been laid out in other videos so
just understanding that a funnel is a
basic series of pages that essentially
help a user go from where they are to
where you ultimately want them to be
which is taking that action we described
earlier now let's flip over to if you
are a bricks-and-mortar only business
you're a restaurant you're a storefront
because there's something you need to do
that the other digital based businesses
don't need to do so we've kind of got a
hard divide in this line
this idea of what is your marketing
strategy whether you're a bricks and
mortar business or a digital business
and that is something that's called the
Google my business platform now Google
has a system where they like to verify
business owners to make sure you are
actually a real bricks and mortar
business if you claim you are and
ultimately by going through this process
this can get you listed on the Google
map results if you've ever searched for
local services like maybe you've
searched for a plumber in your area or
you've searched for a hardware store and
you see that on the top of the Google
search results there's a map that shows
up and it's got three red pins dropped
in it this is called the map pack to
marketers and you ultimately want to get
on the map pack and generally there's
hundreds and hundreds of businesses
often times at least dozens of
businesses but yet Google only shows
three of them so if you're a bricks and
mortar business you need to learn how to
optimize your Google my business and you
need to verify yourself the first step
is to go to google.com forward slash
business and then verify your business
they're actually going to mail you a
postcard that has like a four digit code
and then you log back in to use that
verification and that's how Google knows
the exact physical address you're at
that is the biggest leap forward you can
do to kind of like leapfrog over your
competitors then you want to make sure
you get your address on every page of
your website generally that's gonna be
down in the footer and you want to build
a content rich website as a local
business owner
we'll talk about more of that soon but
the big key here is to realize that you
need to verify your business through the
Google my business platform if you have
a physical bricks and mortar business
you want to use good long descriptions
of your business make sure the phone
number and address that show up on your
website or the real phone number and
address that you're working with and
they're the exact same phone number and
address that you put inside of Google my
business everything matches makes Google
trust that you are who you say you are
and when Google trusts that there's a
much higher likelihood of you showing up
on that map pack on the top three
because those three plumbers that show
up when somebody searches for a plumber
in their neighborhood they
get 90 plus percent of the phone calls
so you want to be that person even if
you're not actually a plumber now if
you're a digital only business the key
for you to be thinking about is how are
you going to best obtain the attention
of your prospects with the bricks and
mortar business the attention is
generally gained from the search engines
when a local individual on a local
device with a local IP address searches
for vegan restaurant and you've claimed
your listing and you show up on the map
as one of the vegan restaurants in their
neighborhood you have a very high
likelihood of converting that individual
but for digital businesses for coaches
for consultants for businesses without
physical locations or where physical
locations are irrelevant it's a little
bit different and we need to really
establish a game plan for you for how
you are going to effectively capture the
attention of your prospects and there's
really two ways that you're going to be
able to do this there's the paid option
and then there's the earned option both
options require content it's different
how it's built out so the paid option is
when you're willing to either pay for
advertising on a search engine so you
decide that that plumber comma Tulsa
Oklahoma phrase is valuable enough for
you to pay for every single click you
can get then that's paid traffic or you
decide to pay to have your ads show up
on Facebook or another social media
platform that's paid traffic it takes a
little bit different effort and I've got
a lot of videos that teach how to do
that then earned traffic what is earned
traffic generally it's content that's
created and published natively either to
your website your blog that will get
picked up by Google and can rank well on
Google or your creating YouTube videos
and your publishing YouTube videos about
what you do and your teaching or your
kind of target market you're teaching
your audience helpful things that are
gonna help them kind of get the results
that you ultimately will sell them so
there's the content marketing which is
earned and you leverage this by
publishing lots of great content very
very frequently or there's the paid
option and the theory behind splitting
it up this way is you have one of two
things going for you you either have
more time than money or you have
more money than time and you're gonna
have to choose one of those two camps
and if you have more time than money you
can go the Earned route and you can
create content if you have more money
than time you can go the paid route and
you can leverage to pay for every click
that you get it can be a quicker
opportunity to get traffic showing up to
your site but it really requires you to
be a little bit more on top of every
step of that funnel every step of that
customer flow because there is the
opportunity to spend hundreds and
hundreds of dollars a day and get zero
results and no one really enjoys that
kind of a process I've been there I've
done that it's not very fun so you make
an ultimate decision and now we're gonna
go a little deeper into the paid side so
maybe you made the decision of like I've
got the money for it I've got three
grand a month
I would love to invest in getting more
foot traffic into my store etc then the
question is what paid traffic source is
best for you and your business now
there's a really easy way to kind of
distinguish when the search engines work
better or when social media works better
and is it it's the question of do people
want what you have or do people need
what you have right so if you are the
plumber example again when someone needs
a plumber generally they're having a
problem something's backed up a sinks
not draining there's some issue that's
relatively urgent and they in that
moment they actually need a plumber to
show up it's not really a want it's a
need in that situation think about the
user behavior they can probably go to
their cell phone they might go to their
laptop odds are they're gonna go to
their cell phone and they're gonna
search for a plumber because they need a
plumber to show up right now they're not
gonna go to social media and scroll
through their timeline and hope that a
plumber ad shows up so they can find a
plumber that's very general kind of user
behavior but it is an easy way for you
to kind of understand which direction
could be best for your business so if
it's a want situation luxury goods items
that make people feel like they have
status symbols things that we don't
necessarily need we're higher up in
Maslow's hierarchy of needs here but we
actually want right there's some the
massage because I want to massage or
there's the I've got a little crook in
my neck
I'm pretty much locked up in this
position and I need a massage therapist
to come help me out with this so there
can be in that example I just gave you a
little bit of overlap right there and
you would want to look into your client
face you would want to look in your
business model to really kind of analyze
what types of people show up I think
that a massage would often be a want
right someone's in a maybe you you live
in or you're a massage therapist in a
tourist destination you're on the north
shore of Lake Tahoe and there's people
up snowboarding all weekend and you know
that a lot of these tourists who come up
snowboarding are interested in having
massages whether it's because they fell
and hurt their bum or whether it's just
because that's a part of what they do on
their ski weekend you have the ability
to target individuals who are in your
area on Facebook while making sure that
they're not from your area
let me rephrase that a little bit
different it got a little confusing
there so I can target individuals who do
not live in let's say the north shore of
Lake Tahoe and they live in the San
Francisco Bay Area but when they're in
my location then my ad shows which means
my advertisement would only show for
people who live in the Bay Area and are
currently in the north shore of Lake
Tahoe where I operate my business
there's a really high likelihood of that
individual wanting a massage when
they're on vacation from their life in
San Francisco up in the mountains skiing
snowboarding hanging out on the North
Shore of Tahoe and that's where
leveraging the social media paid traffic
opportunity and route can really help
use a business owner if you have a want
specific business model so that makes
sense so we're looking at the needs our
Google all the way when somebody needs a
service when somebody needs a DUI lawyer
because they just got out of the Wow
that was a terrible example but you get
what I'm saying right somebody just got
a DUI they've got a court date coming up
there they need someone in that moment
they're gonna be on google looking for
that individual but when somebody's got
them on vacation they're having a good
time they're in a different place
they're just looking for ways to spend
their money and you want to make sure
your ad shows up for that individual
Facebook can be a great
paid advertising opportunity I've got
videos that are gonna help you a lot
with that Facebook advertising program
just search my channel for that so
that's really the paid side then there's
the earn side
now the earn side there's really the
search engines and there's social media
I've got a video that talks about the
difference but I think for most business
owners you want to focus on search
engines because you get longer shelf
life from the content that you publish
so you will publish helpful blog posts
and help or and/or helpful videos that
your target audience is going to be
searching for when they encounter what
you're doing right so this situation
let's use the massage therapy example
you could create a blog post that's
about the 10 best day trips from the San
Francisco Bay Area or the 10 best things
to do in the North Tahoe region and on
that list of things to do could
obviously be getting a massage or a spa
day you could do a roundup post of the
best way to treat yourself to a spa day
on the north shore of Lake Tahoe and you
could say step 1 step 2 step 3 step 4
and essentially publish an itinerary for
them so people who are at their desk
jobs on Thursday thinking about their
trip up there Saturday and they're there
acting like they're working but they're
really actually planning their vacation
they what phrases and what things is
that individual gonna search in that
moment and then if you create the types
of content that will show up you have a
highly liked high likelihood of engaging
that user through the search engines now
the process of how this works is called
keyword research and search engine
optimization I have videos that explain
exactly how to do that but the goal is
to find those exact phrases that that
target market that individual is
searching and then you create great
content that simply answers their
question or helps them understand more
about whatever that was they just
searched you use content to answer their
questions you use content to help them
achieve what they're looking for and
that's how you engage them and that
how you kind of connect with them once
they're on your site this is where the
idea of a funnel can come into play and
this is the same whether they're coming
from a paid ad or they clicked on your
blog post in a search in your results
you can have pop-ups that offer
discounts you can have package specials
there's a lot of different ways that you
can move someone who's just reading a
post about the best day spas on North
Tahoe to taking a step in your direction
if I may be giving you their email
address in exchange for a buy one get
one free
couples massage coupon and that you have
just generated your lead you have the
ability to followup with them you've
given them something of value they can
come redeem with you and you have
effectively created a marketing strategy
in that exact moment so ultimately I
think the best way for you to look at
your business model is is it a want or
is it a need do I have more time than
money or do I have more money than time
and if I'm going to go in the content
marketing direction which is a better
option for me is it videos or is it
written blog posts you're going to get
the most value in the search engines and
the most potential traffic if you focus
on written blog posts as long as they're
targeting keyword phrases that people
are searching for and you ultimately do
a bit of search engine optimization I've
got a free one-hour learn SEO class I've
also got a one-hour how to do keyword
research like a boss video it will show
you the the nuts and bolts of how to do
that but really I think this is the kind
of big broad overview for you to really
try to help you understand if your
business operates in this method you
have a physical local business that's
based on something people need in that
moment you know Google my business and
content marketing is your path to
success if you really want to amp things
up quickly add on Google advertising on
top and that right there is a kick-ass
marketing strategy for a local business
if you're an online coach then creating
YouTube videos that help people take
positive actions in their life could be
a great way to meet them you recommend
or free course as the opt-in that's
gonna get them into your funnel once
they opt-in for your free seven day
video course at the end of that you can
have a call to action that will offer
them your free 30-minute kind of
consultation or your free 30 minute
strategy session so you can see if you
guys are a fit and they're you have a
marketing funnel that will take a user
who's searching for how to improve their
life on YouTube to find them encounter
them give them value offer them
something move them into a funnel and
ultimately get them on the phone with
you all based on effort no paid
advertising required
it just takes energy and there's
probably three or four other little
paths that you could take from the
information that was shared here in this
video but I really wanted to lay out a
baseline video that's kind of the the
kind of biggest broadest overview of all
of the different strategies to help you
identify what your best potential
marketing strategy or your best strategy
plan would be for marketing online if
you have any questions get at me in the
comments I'm happy to help as best I can
in the comments if you enjoyed this
video give me a thumbs up and be sure to
subscribe I got a new video coming out
in a couple of days I put out three new
videos a week and I'm happy to share
everything I know about the world of
digital entrepreneurship digital
marketing with you until we connect
again be well thanks for your time and
I'll see you on the next video
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