Where to Spend Your Time and Effort
Every marketing campaign requires the expenditure of time, money, and effort.
The trick is knowing where to focus those resources.
Various experts have various thoughts on the matter and below is an article recently published to Business2Community.com which almost gets it 100% right.
- Buyer persona (who do you sell to)
- Campaign theme
- SMART goals
- Calls to Action
- Landing page
- Content Creation
- Social Media Distribution
- Paid Promotion
- Lead Nurturing
- Measuring and Improving
Everything they say is fine, but they left out one important point and got one wrong.
Before Buyer Persona, What do You Sell?
A lot of business owners I talk to don’t seem to understand what they actually sell. While we think we sell ABC product or XYZ service, when we ask customers, we often find they buy for reasons we didn’t think of and don’t promote.
- A friend of mine recently had her car painted and as she intends to keep the car for only 3 or 4 years, she saw no reason to get a high end paint job. The owner at Maaco probably thinks he sells paint jobs, but what he really sells is economy and convenience.
- You might think Inbound Marketing University sells Inbound Marketing training, but what we really sell is the possibility of a major business breakthrough (possibility because you only get the benefit when you do the work).
Once you know what you really sell, then you think of who you sell it to (the buyer persona).
Benefits have Benefits, Sell Them
In the case of my friend, the benefit of getting her car repainted was it looked nicer. The benefit of the benefit is she stopped thinking about how badly her car needed a paint job. That issue/question disappeared from her mind, leaving her free to focus on more important stuff.
In the case of Inbound Marketing University, what will it mean to you when your business has a steady stream of quality leads coming in through your website? What is the benefit of that benefit?
Social Media Distribution has Very Little Payback
I know everyone believes social media marketing works, but those infamous studies we all know and love show it does not. The most recent study to debunk this myth was conducted by BrightEdge and shows that while 51% of all website traffic is due to people coming from organic search, only 5% is due to people coming from social media sites.
That being the case, don’t put too much effort into social media. The payoff is low.
So How do You Attract More Visitors via Organic Search?
That is the topic of my next article. Click the link below to learn more.
Learn More…SEO Needs Link Building