Choosing the Right Marketing Channel for your Business

Chauncey: All right, welcome back to the Being Found show. We are talking about your 2019 marketing planning guide. It’s time to get your business ready for the new year because the old year’s past. We’re talking about marketing planning by channel. And for me, a number one thing that I’m hoping to concentrate on for this new year is direct marketing and email. I think we’ve all been just so inundated with this idea that email marketing is dead and we’re all irritated with email. But if you look at the returns on emails, they are consistent, and they are going up, and they make you money. They make you money; they get you traffic. It works. Don’t sweat the small stuff, don’t ditch the email.

Marketing channels we are covering in this episode

  • Email Marketing 
  • Print Advertising
  • Digital Advertising/Paid Advertising
  • Content Marketing
  • Social Media Marketing
  • Trade Shows/Events

Chauncey: Jake, one thing that I’m hoping to do for all of our clients and every website is really to have a, if nothing else, an email signup form.

Jake: Yeah.

Chauncey: It’s hard to get motivated when you have three people in your email list to be all yeah, we’re sending out our new newsletter to those three people. Both of which are my parents and that one guy who might be a robot. It’s not easy. So start collecting first. It’s a lot like analytics. Start collecting first and then utilize it and you’ll probably have a lot of fun. There’s a lot of great tools that will automate that stuff for you, and it’ll be kind of fun to get your own newsletter, especially if it’s automated. But a unique content for newsletters is always great for SEO, but that’s a whole separate conversation.

Another marketing channel to possibly focus on as print advertising. Print advertising is not dead. It just took a big hit as other forms of advertising came out, but it’s definitely not dead. My wife is an avid reader. We go to breakfast, she sits there and reads the newspaper, tells me all about what’s going on in the newspaper. My wife reads for me, which is weird. She’ll sit on the couch on her tablet and tell me all about the news as I sit there and communicate with her. We’re having a conversation, but she does all the reading. But my job is reading. All day I’m looking at either code or words, so I am not as willing to pick something up to read it.

Jake: Google talks about the micro-moments, people tend to search during their micro-moments. Well in a way I kinda had a little experience I thought yesterday. I came home from work, my wife was going through the mail, and we had a mailer, and it was this big half poster sheet mailer from a heating and air conditioning place. Hey, it’s time to check up on your heater. She said, Hey, do you care about this? And I said, no, throw it away. But you can bet if my heater had been having problems in the last week or two and I hadn’t taken care of it …

Chauncey: You would’ve cared about it.

Jake: Yeah, that’s a micro-moment. I didn’t care enough to Google it, but if the phone number showed up in my mailbox, I probably would have called it.

Chauncey: Right.

Jake: Yeah. So I mean, you’re right, it’s not dead, but there’s a little bit more risk of trying to find that person in their micro-moment.

Chauncey: Yeah. And just to go back to how big of a weirdo my wife is, she got the mail the other day, and she goes through it and basically throws it all in the trash, and she’s just all, it’s all trash. Nobody sends me anything fun. And she’s all upset that nobody sends her anything fun. So basically if you’re out there, a good micro-moment is to send my wife and advertisement that she thinks is fun.

Jake: Yeah, tell a joke. It’s a knock-knock joke.

Chauncey: Yeah, yeah. Actually, a lot of people know this for memes, and they know it for a lot of stuff. Maybe it needs to be applied to some more traditional marketing.

Jake: Yeah, there you go.

Chauncey: They need to get it out there. All right, of course, digital advertising. We were talking about AdWords. AdWords, I’m always pushing with people like, hey, you can do it yourself and you can get started. I don’t suggest that with AdWords. I suggest you hire somebody and you hold them accountable because that can get expensive fast with no return. So I suggest you hire somebody that you can hold accountable. Don’t expect any guarantees. I’m a dad; there are no guarantees in this world. That is the general statement, and nothing is fair. Fair is something that parents came up with to get their kids to shut up. Fair doesn’t exist either.

But if you have a company, you have somebody to say, hey, why isn’t this working? And then they give you a reason, and you decide to stick with them or move to somebody else that will work. And that is definitely the case with advertising online. If you want to dabble a bit with advertising, Facebook is a great place for it because it’s very inexpensive and you can sort of get some experience. So if you are interested in doing your advertising yourself, your digital advertising yourself, I suggest you get started with Facebook. You can really get started for $20, and sort of have a successful little campaign and really sort of have an understanding of what’s going on.

Jake: And the important thing as we’re talking about all of these channels, they all, I was a, in another lifetime, a very short amount of time I was a classic salesman for financial stuff. And so I talked to a lot of very successful classic salesmen. One of the things they always like to say in my office was everything works, and nothing works. So as you’re going through these, and what they were talking about was in that case, cold calling, referring to the fact that you might have to make 100 cold calls to talk to 10 people.

In this case, when it comes to these channels, you really have to try them all. You got to poke around and see what works. And if you experience failure, don’t let that deter you from trying something new.

Chauncey: Right. And not only trying a different channel but trying something new in that channel. Don’t give up on something and be all oh, well, I hear a lot of businesses say, well, we tried that like 10 years ago, and that wasn’t working for us. And I’m just all like that is whoa man. That’s BC in the world of the internet.

Jake: Well yeah and I’ve had someone talk about content that way. Of course, writing content is important, but you have to write it, use your product or your service keywords, understand what your clients are looking for when they’re looking for you. Make sure you’re in front of them in their buying journey. There’s a lot that goes into content that makes that successful. I promise you; content will be successful if you do it right.

Chauncey: Right, you can’t write about what you had for breakfast and then wonder why you’re not selling plumbing services.

Jake: Or use industry jargon. This is something I see a lot. Referring to your product in a way that your customers have no clue what you’re talking about.

Chauncey: Yeah, you’re not writing for your competitors. You’re writing for your customers. Absolutely. Which brings us to the next one, the website and the blog. The blog, of course, this is what we’re talking about. Your pages target your services; your blogs target long tail service keywords and questions by the people and updated information that people maybe need to know about your industry. But in normal human speaking terms, that’s really what that targets. If you don’t know what blog means, it means weblog, and it’s a journal or a collection. Your FAQs, if they’re long enough can go on your blog, just to collect them in that way.

It’s really just kind of important to get those longer questions out there like we were covering earlier. They may know where to find you, but do they know it in all the different ways that it could be worded with all the different questions? And you’re talking about micro-moments. Do they know the questions before the questions? Be there for them. Don’t only think about money. Don’t only think about return on investment. Think about all the little steps that go into that.

Another marketing channel. This one’s a big one, social media. Social media is great for brand awareness. Number one for brand awareness. Get Your brand out there, get it on there. Talk about your brand. People will remember if you get in front of them, so on and so forth.

Now dealing with selling services and those other things, it can get a little gray, but it is still effective. It’s just sometimes it’s long-term effective. Like sometimes you’ll do your post, and you’ll do your thing and then like four months later they’ll come to you, and it’s hard to understand if they came to you from that or not. But my suggestion to you would be if you don’t do any social media at all post once a week to Facebook, twice a week to Twitter and Instagram, there’s your little challenge. Just go do that. Do that, see how it goes. Post something helpful, something fun, something helpful or something that saves them money. There are your three things, and you go out there, and you say that. Don’t make it political and don’t make it offensive.

Almost all social media channels offer the option to pay to boost a post or to place an ad. This is a great option because you can target your customers by just about any criteria. Pick a social media channel and give it a try.

And then finally trade shows and events of course, if that applies to your business. But events are a great thing. You always need something to talk about, something to do on all these other channels. If you can throw an event, do it! People love to talk about what event they are going to on social media, and you can even utilize the event options on social media sites to get more attention to your event.

Thank you for listening to this segment of the Being Found Show, to hear the full show listen here: Being Found Show Episode #67 or subscribe to our Podcast.