Digital Marketing

Digital Marketing

Digital Marketing is the standard in advertising these days. More and more of the budgets from major companies are being focused on digital marketing. Digital marketing is excelling for a few reasons. The main reason: It is where people’s attention is. People are on their computers and phones more than ever; their attention is on their devices. Whether that be on Youtube, Facebook, the weather app, or their bank, so much of people’s lives are seen through their devices. Additionally, digital marketing allows targeting in a way that legacy marketing (advertising options that existed before the internet) options never have. Being able to target someone by travel habits or the information they express other places online is a revelation to marketers. Lastly, it is very affordable. Because of the scale,specificity of the marketing, and its ability to change quickly, the cost per purchase of advertising is a fraction of most legacy media. It is possible to create an ad campaign on Facebook for $10. Not so with legacy media.

1. Google Ads- One of the most powerful forms of advertising in the market is Google Search Ads. These ads appear when you do a Google search for something. At the top of the search list, an ad appears for a related product. While the ads are just text in this portion of the search, they can be very helpful. Why? Because the advertising is intent based. Unlike other forms of media, where it is largely demographically based, Google ads allow you to talk to someone as they are searching for your industry. It captures someone’s attention in a moment when they might be prepared to make a purchase. 

2. Social Media Ads

Social Media advertising is popular for a few reasons. 

a) Big Brother Is Watching: Facebook, Instagram, Twitter, YouTube, etc. know a lot about you as an individual. They track everything you do on their platform – every video you watch and every image you linger on. All of this data gives them a robust profile of what you might want to purchase so they are able to serve you up ads on things you are interested in. 

b) Social Proof: When ads are successful, you are able to acquire likes, comments, and shares that will travel with the ad on some platforms. These engagements show potential customers that other people like what they are seeing and that your company is legitimate. Additionally, some platforms can run ads that show a post with a comment above such as “Lauren also likes this page.” Showing that other people interact with this brand can help bring validity. True story: this is one reason I started using the Best Self Journal years ago. Social Proof is similar to Word of Mouth because it uses the credibility of your friends to help convince you to buy a product. Best Self Journal used Social Proof on Facebook ads that help convince me to give them a try. I have now been using the journals for years!

c) Cost: The cost online is very scalable. The flexibility of the spending and the ability to turn it on and off yourself is attractive to small and large businesses alike. 

d) Trackability: The old quip goes, “half my marketing works, I just don’t know which half.” One of the difficult aspects of marketing is showing your successes. With digital marketing in general, you are able to get very precise data about the reach and effectiveness of your advertising. The more digital your call to action is, the more you are able to track that ad to its conversion. This is one of the biggest reasons why people love digital marketing. 

e) Retargeting- Remember going to a retail website and looking at an item like a shirt or a refrigerator and then seeing ads for it on Facebook later that night? That is called retargeting. Digital marketing allows for Retargeting in a way that allows companies to make sure people see their ads multiple times which helps create conversions. 

f) Native Feeling- While some forms of advertising are obviously not part of the content you are there to consume, other forms look like the content they surround. In the industry we call that Native Advertising. When you scroll through Facebook, you’re not there to look at ads. But sometimes those ads look like something a friend might have shared. When ads look like content on the platform, that’s called Native Advertising. Social media makes most of its advertising feel like native ads to make the messaging more effective. 

3. Banner Ads and Geofencing

Banner ads are about as bold as it gets in digital marketing because they completely interrupt the user’s experience. On your local news website, a banner might expand to cover the entire home page. On the app you use for free, it might suddenly stop what you’re doing and take over the entire screen with a full screen spread or divide up the content you are there to see with bright colors or motion.

While they have some of the tracking and targeting capabilities of social media ads, they lack some subtlety that we feel hinders their effectiveness. There is no confusing them for native content and most of the time they are annoying. Because the ads are connected to the app that you are using, the permissions of the app you have such as GPS data is shared with the advertising. This allows for geofencing. Geofencing allows advertisers to draw lines around a map, sometimes as small as a singular property and only show advertising to people who have entered that geographic square. We do not generally endorse banner ads due to most people finding them annoying. However, the advantage they offer is that they are not tied to a social media account so they are able to reach people who are not on social media. 

4. Influencers- Influencers are much like local news and radio stations. They use their content to build an audience of subscribers and viewers. They then use this audience to direct attention to advertisers. Advertisers enjoy this because they give access to very niche audiences of viewers. And when they advertise for brands, they give them a personal touch. It’s like a radio DJ talking about a product (known as an adlib) as opposed to a prerecorded ad.

One of the odd things about the media is that if you consume someone’s content enough, you get to feel like you know them or that you are friends. This, of course, is a completely one way relationship. The physiological term for it is “parasocial interaction.” But this relationship makes these ads more effective than ads disconnected from those same people.

5. The Others- There are more and more options for advertising online like Spotify, podcast sponsorships, Waze ads, sponsored content, etc. The key to each of these is to contemplate where your audience directs their attention. 

6. Future Of Digital Marketing; At the time of writing this, the future of digital marketing is robust but cloudy. In the coming years, there will be an increasing focus on privacy online. The European Union led this direction with release of the GDPR (General Data Protection Regulation). This was the first major domino to fall in the wild west of digital advertising. GDPR made it hard for businesses in the EU to track and market to people. California has recently passed a GDPR inspired law called the CCPA. It is likely that the California law will inspire other states to follow.

What are likely to be as disruptive, if not more, are privacy moves by companies like Apple. As they said in a keynote recently, “the future is private.” Many companies make money off our data, many that you and I have never heard of. Influential companies like Apple are in a unique position to directly affect this market by the technology they release. The next generations of Apple technology is likely to make their phone a data privacy machine rather than a data mining machine. And while most non-Apple people do not like to admit this, Apple generally sets the tone and standard for the future of the phone business.
What will the fallout be? It is hard to tell since marketing technology will not sit still as Apple and others make this move, they will counter attack. But likely some of the immense targeting options that currently exist will be hampered, especially those not tied to social networks, like banner ads. Also, privacy will become a premium product that will give companies like Apple a competitive advantage. 

This blog post is a portion of Attention and Action. The book walks you through the marketing process that Adelsberger Marketing follows with its clients. You can read this book for free as a blog on the Adelsberger Marketing website or purchase on Amazon.com.

Introduction

Advertising (Driver) 

While most of our builders are designed to convert incoming leads that come to you, sometimes you need help generating more traffic. This is where advertising comes into play.

Advertising is a paid opportunity to use networks other people have created to draw attention to your company. Newspapers and TV are classic examples of advertising. They create content people want to read, listen to, or watch and then charge advertisers a premium to get their message in with that same content. Facebook is no different. Facebook gives people a place to connect and express themselves, then capitalizes on the interaction to sell ads to advertisers.  When we think about advertising, it is important to go back to our customer personas: Should we run ads for senior citizen targeted products on Instagram? Well, maybe not. But maybe we should run some ads on Facebook and in the local newspaper.

This blog post is a portion of Attention and Action. The book walks you through the marketing process that Adelsberger Marketing follows with its clients. You can read this book for free as a blog on the Adelsberger Marketing website or purchase on Amazon.com.

Making It Happen

Making It Happen 

Creating content is hard to do. For many organizations, it falls on the backburner when the business gets busy. 

1. Make a Calendar- Look at a calendar setup to put content on a schedule that allows you to plan ahead for seasons when you may have more or less going on. Also, this can help you think through content that may have some seasonality to it. 

2. Make someone responsible- Make sure someone knows it is their job to make this happen. This is an area where working with an outside firm can be helpful because they will help ensure things happen in a timely manner. 

3. Set Reminders- Even something as simple as setting reminders on your phone can be helpful on a day to day basis.

This blog post is a portion of Attention and Action. The book walks you through the marketing process that Adelsberger Marketing follows with its clients. You can read this book for free as a blog on the Adelsberger Marketing website or purchase on Amazon.com.

Video Content

Video Content

Blogs are not as useful as they used to be. As we consider how to put this content out, be sure to keep video at the top of your mind. It may be as simple as holding your phone and walking while talking. You may be in a situation to bring a production company or purchase a teleprompter to help ease this process. But in our culture today, video is key. So make sure it’s part of your plan and that you are becoming comfortable being on camera. Side note: be sure to get captions for your video, as most videos on social are played without audio.

This blog post is a portion of Attention and Action. The book walks you through the marketing process that Adelsberger Marketing follows with its clients. You can read this book for free as a blog on the Adelsberger Marketing website or purchase on Amazon.com.

Social Media

Social Media

Social Media is the ever present content monster always demanding more and more. Two things to think about when trying to keep up: 1. If you maximize your content, you will be looking at a variety of pieces for every one piece you make. 2. Document the daily life of your organization to help fill the gaps with pieces that are easy to make. Documentation is taking pictures of a meeting or showing what has recently arrived in a shipment. These quick pieces of content, when created with the customer in mind, can be great ways to help feed the social media beast. 

1. Platforms

When picking social media platforms, start with where your customers’ attention is. If your customers are all tweens, Linkedin might not be right. If you are dealing with all B2B sales with C Suite (executive level offices) folks, TikTok might not be right. We are not going to go into details here about which platforms are best for each demographic for one main reason: it changes all the time. New ones will emerge, old ones will lose favor, and customer bases will age and change their behavior. So the key concept here is to see where the attention is being spent by your audiences and invest there. 

2. Content Strategy

How do you lay out your content to succeed? One of the keys is to understand your audience. What are they looking for? How can we entertain/educate/delight them?

Some emotions we can try to invoke from our audience are: anger, awe, surprise, amusement, joy, sadness, laughter, inspiration, curiosity. Anger can be great for political campaigns and nonprofits, but maybe not a Heating and Air company.

The following list is long but it is not an exhaustive list of content types. These types of content can help give you some guidance on how to begin creating content:

Announcements, ask a question, expert opinion, get to know you, guides, holidays, how to, listicle, memes, polls, quizzes, testimonials, user generated content.

Mediums are the way we convey the information directed by the structure: Animation, audio, document, ebooks, graphics, interactive, live video, photography, stories, text video

This blog post is a portion of Attention and Action. The book walks you through the marketing process that Adelsberger Marketing follows with its clients. You can read this book for free as a blog on the Adelsberger Marketing website or purchase on Amazon.com.

Live Events

Live Events

Live events can offer you an opportunity to interact with your customers. Whether this be a lunch and learn, a trade show, or a conference that you put on, with a bit of investment, you can build great relationships. A good example of this is the Marketing AI conference put on by Paul Roetzer and PR 20/20. They established an arm of their company to begin talking about AI and then created a conference that would be used to help solidify their position as an expert. It also generates some sales of their courses and tickets. In person experiences can help motivate people to attend and give you an opportunity to further establish yourself as an expert. This can also dip into experiential marketing which we will talk about later in this book.

This blog post is a portion of Attention and Action. The book walks you through the marketing process that Adelsberger Marketing follows with its clients. You can read this book for free as a blog on the Adelsberger Marketing website or purchase on Amazon.com.

Webinars

Webinars

Webinars are a type of online speaking engagement. Some of the same rules apply: be wary of burdens of knowledge, provide value in what you’re talking about, and avoid the hard sell. Be sure to test your technology the day before to help remove the chance of computer errors. The advantage of webinars over speaking engagements is that they can go anywhere and be easily recorded and shared after the event.

This blog post is a portion of Attention and Action. The book walks you through the marketing process that Adelsberger Marketing follows with its clients. You can read this book for free as a blog on the Adelsberger Marketing website or purchase on Amazon.com.

Speaking Engagements

Speaking Engagements

If you get invited to a speaking engagement, you have been handed a tremendous opportunity. This might be harder if you are not skilled in public speaking but hopefully you will have a window in which to practice ahead of time. Speaking Engagements are generally a fabulous way to help increase your brand awareness in a community. For starters, if you have been invited. This means that someone already views you as an expert. The invitation itself is a tacit endorsement of your capabilities. Unless you tank, that endorsement will likely be received well by the attendees. Be sure to avoid the hard sell and provide ideas that are valuable to the audience. These types of events can be great opportunities to increase your email list or give out physical goodies to help build relationships.

This blog post is a portion of Attention and Action. The book walks you through the marketing process that Adelsberger Marketing follows with its clients. You can read this book for free as a blog on the Adelsberger Marketing website or purchase on Amazon.com.

Content Generation

Content Generation

The most difficult part of content marketing we have found is dedicating the time and brainspace to actually creating the content. Some of this can be manufactured by others. But for the content to be great it needs to originate with Subject Matter Experts. When working with busy clients, we will normally ask them to give us an outline of what they want to cover and we can usually take it from there or conduct an interview to get the information on paper. It’s important to remember that most of this content is going to be evergreen, meaning that it will be valuable for a long time as opposed to seasonal advice.

One of the most common problems in communicating is the Burden of Knowledge. The Burden of Knowledge is a communication hazard that shows up when someone who is an expert in an area fails to realize that not everyone has the same knowledge. As a videographer, I may know that white balance and working in rooms with LED lights can be an issue, but I can forget that not everyone thinks that way. Those could be two tips to set forth in content to help people but I may miss it due to my burden of knowledge. This also works out in some of the terminology that we use. People who are not thinking about their Burden of Knowledge may tend to use industry jargon which could leave a casual observer or someone who is just learning about this field in the dark. When we work on our content, we want to make sure we remove traces of the Burden of Knowledge that our potential customers would be lacking.

One other key idea in content marketing is that hard sales are a “no go.” You should use this information in a general way to show a better way to do things and lean on that knowledge. Trust that your material will naturally lead the audience to call you. Hard sales can jade an audience and undermine the content you are making. 

1. Where do we get ideas for content marketing?

When working through ideas for content marketing, here are a few places to start: What are the ten most common questions that your sales people get asked? If the same questions come up repeatedly, this is an opportunity to make content around that subject. A second idea is to look at your customer personas and brainstorm what they care about. If you are an ice supplier and a specific customer persona cares about clear ice for display, you can generate content about how to make that kind of ice or the common issues in ice production. A brainstorming session to generate ideas for content is a great opportunity to get the whole team involved. Consider: What are things that make you or your business unique? What are things you do better or only have compared to others? What do your customers care about? What are things you would want to talk about at parties?

We would suggest a brainstorming activity (like a madlib) that combines the emotion, the type of content, and the mediums directed at each of your customer personas to help develop content they would find valuable.

2. Maximize Content Usefulness
You can transform one blogpost into a lot of pieces of content for social. From that one blog post, you could write a script for a video, pull out quotes to turn into graphic, use the blog as a start for a podcast, or even create an infographic. The great part about reusing this content is that you can bring others into it easily. If you as the subject matter expert create a thorough piece of content, turning it into a bunch of side pieces of content by a marketing team will be much easier than having them try to create the primary piece of content. We love to extract as much content as possible to maximize the value of the time invested into that content and to help reach as many people as possible. Gary Vaynerchuck, better known as Gary Vee, is the Owner of VaynerMedia and Founder of WineLibrary TV. He is one of the all time great Entrepreneurs of our era. His personal brand team are the sterling examples of this practice. Check him out online by looking for @GaryVee. 

This blog post is a portion of Attention and Action. The book walks you through the marketing process that Adelsberger Marketing follows with its clients. You can read this book for free as a blog on the Adelsberger Marketing website or purchase on Amazon.com.

Introduction

Content Marketing and Positioning as an Expert (Driver)

One thing we encourage almost all of our customers to do is pursue content marketing and positioning as an expert. What is content marketing? Content Marketing is the practice of creating helpful material that educates or entertains potential and existing customers to help build a deeper relationship with them. Positioning yourself or your company as an expert is along the same lines, but in this instance, the whole goal is to show your knowledge to the audience. These two plays allow you over time to build a good base for inbound lead generation.

This blog post is a portion of Attention and Action. The book walks you through the marketing process that Adelsberger Marketing follows with its clients. You can read this book for free as a blog on the Adelsberger Marketing website or purchase on Amazon.com.