How to promote a business to ideal clients - Learn Online

Push vs pull, targeting & 5 general ways to promote a business to ideal clients

Lesson Details:
February 28, 2020

Video Transcription – Just to start making sense of things because I know I really know and I remember how hard it was for me to get her to wrap my mind around all the possible marketing strategies let's look at the high level stuff that's available for you and let's go through it and as we go through it here's the two things that I want you to kind of keep an eye out there's this thing called push versus pull let me quickly explain that push is when you push out and broadcast your message it can be anything from social media posting to you literally standing outside with a billboard saying hey go buy my stuff versus pool and pool is where you set up pages listings websites your own site maybe Amazon listings who knows what your business is going to be but you make it discoverable for people naturally so you kind of pull them in for example let's say you're selling a watch the way you would pull them in is you would rank your website or maybe you would have an Amazon listing with your watch and you would say you know the website would rank in Google search or on Amazon search and people would just they were looking for a watch they wanted they're looking for it they find you they buy versus pool sorry that's pool that you pull them in okay they easily discover you push is where you keep on promoting on Instagram on Facebook on Twitter on wherever you can find any platform where you can post a link to your watch listing okay now what's the difference pool you know a couple of things about them right away you know that an pool is generally associated think search push think maybe social media it's not a hundred percent correlation but I just want to make it easy for you to understand these concepts so when people are when you're pulling people when you're doing search and and usually I explore search heavily in almost everything I do because when you rank in something in search like for it keyword it doesn't matter if it's search on Amazon search on Google search on whatever website the thing is if you rank today you might rank next week next month next year in five years it could be so it's it's very much automated and there's a couple of things you know when people when you get pool traffic you know that they want something because they're literally putting a certain query into the search engine so you won't you know what they want and very importantly you know that they wanted right now at the moment where they're searching now let's contrast that to push marketing let's say you run an ad on Facebook or you have a page or the Facebook and you promote stuff well you you don't know what they want right now you only kind of know what they're generally interested in their likes groups they're in already you know you might have a sense that they're following you for some reason on social media but right now they could be taking a shower they could be taking their kids to school they could be having life problems they're not shopping for your product and that's the difference you see so the pool marketing tends to be not always but it tends to be that you get leads that are much more highly converting because you already know when they want it and what they want whereas on social media it's those things are a little more fuzzy you know other things about them on social media much more than on would search but those two important criteria that's why SEO has been so powerful now the next thing I want you to focus on is targeting how close is that individual who you're reaching close to your ideal customer not you'll take anyone as customer I understand but how close are they are they thirsting for what you have do they actually want it do they need it in their life okay so that person who's searching for a watch let's extend that example well they want a Rolex or do they want a five dollar watch do they want to go watch do they want to designer they just wanted something practical do they want and I like an iPhone like Apple watch so there are so many things so you don't know like if you see if you're selling a $5 watch maybe if they're searching for watch maybe most of the people that search is - like there's not enough words in that search to really know it's too ambiguous but if they're searching for a discounted cheap plastic watch and that's the perfect thing that you have then their innate they're much more highly targeted similarly on social media if you can kind of if you run ads you can kind of look at their you know income levels and spending habits and other interests and you can see if they're like a high-end person high-end buyer versus not a high-end buyer so the closer you get to your the bullseye of your target market also the higher your conversions will be and so easier your marketing will be okay now let's go over the possible search strategies the first one is essentially search the pool and search don't think of it as Google search most searches Google search but the biggest search engine after obviously the biggest search engine out there in the english-speaking web is Google but the second one is am YouTube not being or Yahoo like some people will say so YouTube also you want to if you think of search engines that are specific for your business if you're selling products the the next suit - search engines are things like Amazon search Etsy search eBay search if you're a local business you have local search if you are selling products if you're selling freelancer services okay then it's search or up work search so search on specific platforms where you need to do business because you already know that those customers hang out there that are perfect for you and they're already searching for your service so it's perfect next is the bucket of social media and this is you know social media is fuzzy because also YouTube is part of social media and YouTube this kind of search and social it plays in both playgrounds but most of the time social media is clear Facebook Instagram Twitter latest and greatest snapchat and you know Pinterest and all that and essentially all you have to do is just post very awesome stuff regularly and get a following it's really helpful to grow on social media if you have a big following elsewhere or if you've done something awesome elsewhere it's really not that easy to just start a social media account from scratch and become a influencers all of a sudden usually people become influencer from elsewhere the next thing is publicity and influencer marketing essentially getting other influencers other bloggers other podcasters to feature you in some ways and that's really even that goes as high as to being on television of course it's very hard to get on television but that's publicity so you can get attention businesses that are a really good fit for that our businesses that have something really new really cool really unique and innovative they can get publicity and influencer marketing is basically all about paying certain people who say they're influencers in your industry they may or may not be as influential as they say so it's you know take them with a grain of salt but that's essentially that bucket of just leveraging other large accounts platforms podcasts other large places that are not yours think of it that way then you can run advertisements the only issue around that is of course different platforms you understand already push pull social media ads like Facebook ads they they'll work very differently than Google Ads and for different types of products different types of ads will work so don't just blindly think like Google ads or Facebook ads think of your ideal customers what are the ways they discover your product what are the right ads to run for you for them ads are fantastic if you can spend a dollar to get a dollar and a cent out you can add run run ads essentially to infinity but it's really hard to do most of the time people write ads I spend a dollar they make back 50 cents and that's not a challenge with ads so ads have to be run really carefully really intelligently you have to over time refine your ads make them more highly converting and get cheaper ad clicks and make them cheaper to run over time and then the thing you're selling you have to work on the conversion of it over time and then it can work next is platform marketing that's the last thing so the platform marketing's think of any large website YouTube if you have videos Amazon if you have product you   if you have courses so or upwork if you're promoting services that you you know you know freelancing services the platforms are those big sites and compared to your site they have oceans of traffic and that's the benefit of them they'll bring you traffic so that's in the beginning usually you want to try your best to take advantage of platform marketing because they'll dull if you use them the right way they'll drive you a flood of customers or traffic or views or whatever you need whereas on your own website obviously from day one it's really rough going there's nobody visiting the site and you have to really fight hard to get people to come so these are sort of like the five different very large general buckets of places how you can promote but as soon as you start thinking in terms of targeting and in terms of push versus pull your marketing strategy for whatever business idea you have will start to take shape it will start you'll start to get a sense like hmm a lot of people might be searching for my stuff or I need to raise awareness in that in which case you will maybe run ads or get publicity or get social media so that's how you think about it and in the next video let's we'll do an exercise and explore the different possibilities and help you create a little marketing plan.

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