The Simple Way To Market Any Business

You’ve no doubt heard about the K.I.S.S. principle – “Keep it simple, Stupid.” Or as I like to say… “keep it simple, silly.”

K.I.S.S. has been around the block a few times. In fact, it was a design principle noted by the US Navy in the 1960s.

The phrase was coined by aircraft engineer Kelly Johnson. It’s nice to note that Johnson was the lead engineer at the Lockheed Skunk Works (creators of the Lockheed U-2 and SR-71 spy planes).

Though the acronym has been used mostly by the US military, namely the U.S. Navy and United States Air Force, civilians, businesses and lots of other groups use it too.

Heck, I bet you’ve used it a few times yourself.

We all tend to over complicate things, including myself.

But I prefer simple any day and twice on Sunday. When tackling any problem, my number one rule is to start with the simple basics first (is the power on? Is the lamp is plugged into the electrical outlet?)

And you’d be amazed at how effective the simple way of doing things can be. After all, you can always complicate the hell out of things later, if you like.

You’ll be pleased to learn “simple” also works in marketing your biz too! Truth be told, simple has taken me a long, long way in the marketing of my business.

Let me explain…

The Three Pillars Of Good Marketing

OK. Let’s break this down into, you know, simple terms. You can easily and simply market any product or service if you examine the 3 pillars of marketing.

But before I go into details, I’ve got to give credit where credit is due. While, I’d love to think that I’m a marketing and advertising whizz, truth be told, I’m scratching the surface here.

What I have learned came from the true geniuses of the game. The guys who figured it out and have been in the marketing trenches for decades.

With that said, what you’re about to learn came from marketing top-gun Dan Kennedy. I recommend that you get your hands on any books, programs or live events he puts on. It’s nothing less than pure gold.

OK. On with the show. The pillars of good marketing are:

Message

Market

Media

Let’s talk briefly about each one.

Pillar 1. Message. This is the “what” you say to your prospects or clients. It’s the communication part of the equation of good marketing. If you get this wrong, then your efforts won’t necessarily fail but will suffer greatly in terms of results and sales.

Keep in mind, even if you have a great message and you shoot it to the wrong market, it’s going to land upon deaf ears. And you’re wasting marketing bullets… time, money and other resources.

Pillar 2. Market. The is the “who” you want to sell to. It’s the group of people most likely to be interested and willing buy your stuff. These are the prospects you are communicating with and who will receive your sales messages (sales letters, print ads, landing pages etc.)

So, your mission is to match your message to the correct market using the correct media.

As you know privacy is essentially dead these days. So, getting the names and addresses for nearly any target market is a fairly simple process.

Mailing lists comes in all shapes and sizes today. If you know what market you want to go after, you’re likely to find a list. It’s just a matter of contacting a list broker and describing who you’re looking for.

For example, If you are looking for people who are at least 7 feet tall, drive a BMW, live in South Carolina and subscribe to Psychology Today, you can get that list. It may not be a very large list, but nevertheless it still exists.

Pillar 3. Media. This the delivery system. It’s the vehicle that your message rides in. Think: magazines, newspapers, newsletters, social media such as Twitter, Facebook, LinkedIn, and list goes on forever it seems.

The best way to select which media to use, starts with the market. Are you targeting folks over the age of 65? There’s a good chance they do not use social media as a primary medium.

Yes, they very well may have a Facebook account, but this is not their main means of communicating or staying in touch with others.

They do read the local paper and use their cell phone regularly. They probably listen to the radio and watch TV.

But the only way to truly know is to ask your clients and prospects.

How To Target Your Market

One popular way that business owners use to target their market is by geographic.

Using geographic marketing you choose your market based on a specific location, for example, businesses within a 10-mile radius. This is a very simple way to choose your targets but it’s like dropping flyers out of a plane and hoping one lands with the right person.

Yes, a bit of an exaggeration but with a few simple tweaks, you can make your geographic marketing more effective. And you can do this by using…

… Demographic targeting. Demographic targeting is selecting people by age, gender, how much money they have, whether they are conservative or liberal, or what religion they are, single or married and so on.

Next, you have psychographics. Psychographics deals customer behavior, attitudes, interests and lifestyles. It’s useful when segmenting your market. This can be very powerful (and effective). Plus, it allows you to customize your marketing messages based on whatever market segment you are going after.

Hey, you could combine all three. And many of the cloud based programs, such as Adobe Marketing Cloud, Salesforce, HubSpot, Marketing 360 and more do just that. You could also check some of the open source solutions.

Again, you don’t have to get all “techie” just be sure you have details such as their contact info, and carefully track how much they spend, what they buy and how often. Simple with Excel.

Of course, I could go way deep into this topic, but staying the “simple” approach, suffice to say keep good customer lists, learn what your prospects and clients want and become the “go-to” company that fills their needs.

So, the next time you start a new marketing campaign, consider the ideas presented here. If you are tired of dumping big bucks down the advertising toilet and you’d like more profitable results, then I encourage you to give me a shout. Do you have questions about this article or would like to see a subject covered? Again, just shoot me a line. I’m always happy to help.

Yours for higher response,

Emette E. Massey

Influencer Marketing: Deep Understanding and Its Basics

We know that in the Celebrity Industry, everything is a buzz, every move a celebrity makes is a huge gossip. Well, in Business and Marketing there’s also what we call “hot issue”, there are lots of effective methods spreading online and “Influencer Marketing” is the one who raised up and outstands among them.

Today, we are living in a world full of marketing and business. When you think of doing an advertisement? What comes to your mind? Magazine headlines? TV Commercials? I’ll tell you the truth, they may not be as effective like before. Time changes, an effective advertising changes too. Now, Influencers simply speak up some magic sentences on their 1-3 minute video and then Voila! Sales do come true! These influencers with their extensive and large number of followers can make you outstand from that chaotic and old-fashioned advertising methods out there, on the other hand, it will also bring ultimately massive value to your brand.

So what is Influencer Marketing? This article will answer almost all of your questions about influencer marketing.

Before we dig deep to its understanding and insights. We first define the two words:

  • Influence is the ability to have an effect on the behavior, development, character, and decisions of someone or something, and even the effect itself.
  • Marketing is an activity of a business promoting or selling products and services.

So when the two words combine, Influencer Marketing is a type of marketing which utilize “influencers” who have the capacity to influence others to buy what are they promoting or selling.

There are two forms of influencer marketing:

  • Social Media Marketing: Refers to the series of action of gaining traffic and attention through social media sites.
  • Content Marketing: Refers to a type of marketing which involves creating, publishing and sharing of online material such as videos, blogs and social media posts. It doesn’t absolutely promote a brand to generate interest in its products and services.

Both have different definitions, but they seemed to be connected.

Influencer marketing might be a hot issue right now, but it is not new at all, in fact, influencer marketing has been alive since the time we discovered social media sites. Celebrities, Sports Enthusiasts, and Leaders were our first influencers in their particular fields and brands would partner with them to promote their products and services. Here are some good characteristics Influencer Marketing is armed of:

Influencer Marketing is Unique

Social media communication has already given everyone the opportunity to voice out their own perception. Anyone who has the ability to speak, and has the internet connection are welcome to share their content. Anyone who owns a smartphone could produce high-quality photography and share it with the world with their personal social media accounts. And who among them has the great and most intriguing engagement will rise and might become an influencer.

Influencer Marketing is Authentic

Yes, you read it right. Have you seen an advertisement online regarding the easiest way to lose those sloppy fats on your belly? Have you ever felt a single cell in your body that believes those advertisements? Or, have you seen an advertisement on TV regarding a soap which could immediately whiten your skin after just one wash? How possible is that? No offense but this is why and what makes Influencer Marketing authentic and more effective than those traditional advertising you see through online, TV commercials, etc.

Influencer campaigns are more organic and genuine than those traditional advertisements you encounter, why? Firstly, Influencers are visible and had experienced or used the product or service that has been offered. They are seen as scrutinized role models and leaders. Investing your time, effort and money on fertilizing their audience and connecting with their following is much worthy as these influencers are more trusted and had become the most trusted sources for the consumers. Meaning, people listen and believes in them.

Influencers help you with your Brand image

Social media has the ability to drive traffic to your website. It can create a much stronger bond between you and your customers, boosts your SEO and could generate media coverage. Influencers are absolutely your “Superman” when you needed a hand to boost up your brand’s name and create a big buzz on various social media sites. They will help you target the right demographic, grow your social media network, shares ideas regarding on creating your content and boosts your SEO.

Influencer Marketing is Cost Effective

If you are tired already from posting some flyers anywhere in your area but did not get any sales at the end of the day. Influencer Marketing is the best method for you. Although there is no fixed price when it comes to Influencer Marketing, either you offer them free item, pay them by performance-based, or others suggests a “flat rate” pricing. But I tell you, influencer marketing has the best ROI. A lot of research had already proved that it is bound to be more affordable and effective than the traditional advertising.

Generating Revenue With Account-Based Marketing

Before getting into Account-based Marketing (ABM), let’s see how sales personnel get business without it. Imagine that you want to make a sale for your company. You can either do cold calls or do direct walk-ins and hope the person you talk to is a decision maker in the company, which can end up as a disappointment if he’s not. Then you will have to ask for a call or a meeting with his manager, which may or may not get approved and if it’s approved you will have to wait for the scheduled time which may change again at the last moment.

The sales person will have to patiently go through the whole process until the final call to make the closing. Those who have worked in sales knows how time consuming the whole process is and I bet that sales people will do anything for solid leads which can make their work easier. And this is the sole reason that marketers all over the world are embracing ABM techniques for simplifying their work.

Sales made easy through Account-based Marketing

ABM can be referred to as a blend of a company’s sales and marketing functions, which is a strategic approach to B2B marketing based on goals for specific target accounts. In the current business world, Key-Account Marketing is considered as a more strategic way to do outbound. With the help of ABM, the sales team can directly approach the key-decision makers of targeted companies without going through the entire process of random cold-calling, unnecessary meetings etc. The key advantage is that the sales process which takes several months for closing can be accomplished in a much lesser time.

The Need for Account-Based Marketing

The phrase coined by ITSMA in 2004 has its roots in the 1990s when companies began to realize the importance of personalized marketing. However, it wasn’t until recent years that Key Account marketing has really begun to catch on in the B2B industry due to the increase in the importance of inbound marketing and in the rise of vendors who offer the ABM services. With the help of ABM, companies started to expand their knowledge of potential customers, which in turn, helped them in acquiring more sales and profit. This technique also applies the psychological factor that customers respond more when approached in a personal manner rather than being approached as just another sales lead. Moreover, if you are linking Account-Based Marketing with the CRM of your company there will be additional benefits of maintaining critical information like the client’s role in the company, the status of the account, company industry type, company size etc.

Account-Based marketing & it’s working

Presently, there are different Account-Based Marketing technologies in the market. Productive key account marketing involves a multichannel approach and requires close alignment between an organization’s sales, marketing, and customer success teams. To reach target accounts, digital targeting is used by Account-based advertising to fit an organization’s ideal customer profile. CRM or marketing automation tools are integrated with ABM platforms to run campaigns targeting the company’s target accounts. This provides an ability to run multichannel campaigns for ads across different channels like mobile, display, video and social media. By doing this you can understand which message resonates the most, through which medium and get the exact data to back it up – with A/B testing in near real-time.

One of the reasons that Account-based technologies have seen great success is that they engage customers on their terms using digital channels other than e-mail and phone calls. Key Account Marketing can be done on a larger scale rather than traditional methods because it engages the entire account as well as the targeted leads.

Benefits seen after using Account-Based Marketing

· Faster Deals

With the help of ABM, leads are funneled to the most targeted ones, the chances of getting rejected narrows down to a minimum and deals get closed much faster.

· Higher returns

Since sales people are targeting on the best accounts for business with the help of Key-Account Marketing rather than typical demand generation, the returns are higher.

· Reduced Time Consumption

With ABM, the sales team will focus only on the accounts that have high conversion rates. It means they don’t waste their time on leads that don’t matter or are unqualified.

· Alignment of marketing and sales

There are chances that the marketing and sales teams of the same organization are focusing on separate accounts. Key-Account Marketing requires cooperation between the two teams so that they work together to target key decision makers within the same accounts.

Account-Based Marketing – The Future

Above all, ABM is finally about the customer. A fact that business professionals should focus on is that buyers are not looking for a cold call or a random marketing email, rather they want to explore the solutions for their pain points on their own terms and only receive communications from vendors that are meaningful and relevant. ABM makes it easy to deliver on this need across the buyer’s journey.