Pay-Per-Click advertising has become a dominant marketing strategy thanks to the interactive nature of the internet. Compare it to putting up a billboard for a month, showing it to people who may or may not be part of your target audience, and paying for it, whether you get results or not. When you create a PPC campaign, your ads go in front of the people looking for something related to your business. The audience gets narrowed down to a more receptive grouping, and you only pay when someone clicks on your ad. Not sure how to get started with PPC ads? We’ll cover the basics and let you know how we can help your business.
Digital Marketing Tips
Tips from VantagePoint Small Business Marketing // We are here to support your ongoing digital marketing efforts as you need us.
In a perfect world, everyone who wants your product or service would beat a path to your door, because they know your product or service is better than anyone else’s. Unfortunately, we don’t live in that world, so we all need to use marketing to let people know about our products/services and how they can help the potential customer. Some people are harder to convince than others, and then there are the ones that are UNSELLABLE. These people aren’t interested in your product/service, or they have reasons for buying from someone else. Whatever the case may be, your best bet is to identify these people early, after putting in a minimal effort, then moving onto more receptive customers.
People with natural talent often think that what they can do isn’t that special because it’s easy. Often they’re very talented and can create incredible art, speak eloquently and control an audience, grow an incredible garden, or rebuild an engine. If you’re one of the lucky ones who’s been able to turn your talent into a business, it’s important to recognize the value in what you do. When these things come naturally, it’s hard to see that value, which can lead to undervaluing your business. One thing to remember, not everyone can do it, and they’re happy to get a high-quality product or service from someone who can.
If you haven’t seen a Duluth Trading Company commercial, you’ve been missing out. Check out their channel on YouTube, we’ll wait.
For a company selling heavy-duty work clothes and gear, they have a unique voice. A rugged yet playful sense of humor fills their advertising, even when talking about serious products meant to get the job done. What can you learn from Duluth Trading Company? No, the answer isn’t adding cartoon men dancing in their underwear. You need to find your own personality and voice, and make that part of your brand. Don’t limit yourself by the product or service you sell. If someone can find a dozen stores that sell the same thing and they’re all alike, they’ll pick the one that’s most convenient. If there’s one that stands out and they can relate to it, they’ll go there. You can sell something silly and have a serious attitude, or sell something serious using humor.
As a business, you offer a product or service that solves a problem of your customers. What if your customers don’t know they have a problem that needs to be solved? That’s an area of marketing that can be tricky, but is very important to understand.
That’s what the founder of OXO had to contend with, he fixed problems that people didn’t know they had. Instead of following the way things had always been done, he was extremely innovative with his product and how he marketed it.
Sam Farber, founder of OXO, recognized a problem with the early design of vegetable peelers, they were small and made of uncomfortable metal pieces, causing trouble for his wife with arthritis. He designed a peeler with a larger handle, using a soft-but-firm rubber that was non-slip when wet. Not only was this easier for his wife and others with arthritis to use, this design would benefit virtually everyone.
Most people are familiar with Outbound Marketing, where a company interrupts the audience with content they don’t want: TV and radio commercials, YouTube ads, pop-up ads, banner ads, etc. On the other side of the coin, Inbound Marketing provides valuable information and content to solve the problems of the audience and create connections. You can think of it as earning attention through Inbound Marketing, or buying attention through Outbound Marketing. The key is to deliver helpful solutions and have a positive impact on your audience and your business. It’s about more than just attracting customers, you also need to support and help them grow after you’ve made the sale.