Archive for April, 2012

19
Apr

The Marketing Magic Bullet

   Posted by: Gary Wagnon    in Ninja Marketing

“Anthony Sullivan here with the Marketing Magic Bullet. This amazing product is guaranteed to make you number one on Google and Bing, get you 5000 Facebook likes, 10,000 Twitter followers, make your YouTube videos go viral and literally blow up your blog with traffic, all for the amazing low price just $19.95+ shipping and handling.”

Okay, so maybe this sounds a little far-fetched, but I would be willing to bet if you saw this ad on late-night TV you would be digging for your credit card in a heartbeat. As business owners we are desperately searching for a one-stop solution to our online marketing dilemma. We long for those days when we turned our advertising over to a yellow page, tv, radio or newspaper rep and forgot about it.

Today’s marketing landscape is both a blessing and a curse. A blessing in the fact that the cost can be very minimal or even free. The curse is the time and effort that it requires. Business owners are now required to learn a new set of skills.  Skills like marketing, copyrighting, videography and public relations, to name just a few.

During a recent workshop I was conducting, many of the questions the participants asked revolved around how to quickly reach a large number of people. It’s a common theme, whether it’s a workshop on e-mail marketing, social media or blogging. Participants come with the hope that they will learn some secret formula that will let them e-mail 5000 new potential customers or build a huge Facebook or Twitter following that will instantly buy their stuff. Instant gratification, instant payoff.

If you want the magic bullet, the secret formula to online marketing success, here are some suggestions.

  1. Trade your salesman’s hat for a teacher’s – Become an educator.  Teach your customers about your product or service, what makes you different and how your product/service can solve their problem.
  2. Be a giver rather than a taker – Provide your existing and prospective customers with valuable information they will thank you for.
  3. Share the wealth – If you would like to double your followers, give your existing contacts an incentive and a reason to share your information. Let’s face it, the average consumer isn’t thinking about you. While they could easily share your content, it never crosses their mind. Why don’t you ask them to? Why not give them a good reason to share?

So at least for now, until I can strike a deal with a good pitch man, the Magic Marketing Bullet isn’t on the market. You’re going to have to put in the effort yourself to create good content and build solid relationships and engagements if you want a successful online marketing presence.

Does anyone have Anthony Sullivan’s phone number?

Gary Wagnon is the owner of 800biz Ninja Marketing Strategies and the Ninja Marketing Dojo, a program designed to help businesses master all aspects of online marketing.  The goal of the Ninja Marketing Dojo is to improve search engine rankings, increase web site traffic and convert more browsers into buyers.

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Last week, my wife and I attended a concert by TransSiberian Orchestra of their CD Beethoven’s Last Night.  Besides the incredible theatrics and pyrotechnics, the music was phenomenal.  But what really got me think was, “What would Beethoven think if he heard his music performed today by a rock band?”  I would have to think he would be amazed  as well as pleased to hear how it has survived for 200 years.

That started me thinking about how the online marketing channels have changed and evolved.  Our marketing message is the same, developing customer trust and brand recognition.   But the presentation and the delivery of the message has changed.  Old school thinking is to have an elaborate presentation (tv commercial, print advertisement or radio spot) and blast your message out.  Today, interruption marketing (traditional advertising) is not nearly as effective as permission marketing using social media.  Why should your prospect trust your ad, when within a matter of minutes, they can have dozens of friend recommendations for what you offer.

To bring this back to my TSO concert experience, would I be writing this article had it been a traditional chamber orchestra performing the same music.  Not likely.  Not because the message of the music was any less extraordinary.  The difference is in the delivery of the message.  Being an old rock and roller, I associate with driving beat of the drums and bass guitar, the roller coaster of emotions from the melody and the soul piercing vocal performance.  There’s a good chance I would have slept through a chamber orchestra.

Know your audience and choose the message and channel that’s right for them.  In old school marketing, advertisers didn’t run tv commercials for laundry detergent on ESPN.  Their audience isn’t tuned in to that channel.  If you audience is B2C (business to consumer), LinkedIn may not be the place to connect with them.  On the other hand, if your target audience is executives and CEO’s, Facebook may be a waste of your time.   While it seems like a no brainer to be where your audience/customer/clients are, oftentimes, business owners get caught up in the hype about a specific social media channel, then wonder why it didn’t produce any results.

Target your message to the channel your audience is on.  If you do it well, you will be a rock star in your industry and the standing ovation you get will be the ringing of your cash register.

Gary Wagnon is the owner of 800biz Ninja Marketing Strategies and the Ninja Marketing Dojo, a program designed to help businesses master all aspects of online marketing.  The goal of the Ninja Marketing Dojo is to improve search engine rankings, increase web site traffic and convert more browsers into buyers.

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