Maximize Your Marketing in 2018
I’d like to welcome you to this special marketing report on how to maximize your marketing in 2018. I’m glad that you’re reading this mega-article and believe you will be, too. Below I cover 6 topics that, if implemented, will help increase your sales and effectively maximize your marketing.
If you’re like most business owners, you’re likely overwhelmed with the dozens of options available to market online. Whether you’re just getting started or lack sufficient guidance it’s easy to loose a lot of money, time and traction.
Just remember that everything is hard until it becomes easy. The same is so when working to maximize your marketing dollars in 2018. Therefore, use this report as a guide and be sure to reach out for help when you need it. That said I wish you well on your journey to master online sales and look forward to hearing from you on your success.
Pat yourself on the back. You’ve taken action with the goal to maximize your online sales in 2018.
By far the number one question I receive from clients is “how do I maximize my online sales?” followed by “How do I beat my competition?”.
It’s true, the internet is no longer a mysterious thing however it is an ever increasing marvel. With the half dozen main social media platforms growing moment to moment it can seem overwhelming to navigate for new and veteran business owners.
I’m here to demystify all of this and give you clear-cut solutions to get you on the road towards maximizing your sales.
While there’s no quick answer for how to maximize your sales without analyzing your specific business in depth, this report will uncover potential roadblocks on your path and highlights solutions that continue to work for clients.
Before we dive in, you should know a bit more about me. I’d like to take a few moments to tell you about myself and why you should read and trust the words on each page. (Or skip to Section 1 … if you’re in a hurry!)
So how did a buddhist, war-vet, turned spiritual vegan get started with online sales and copywriting? Well, by accident.
My life changed in 2015 as the corporate 9-to-5 environment no longer reflected my aspirations. The health insurance industry wasn’t a “true calling” as they say, which led me to search for more meaning, freedom and independence.
Online stores were popping up all over the place and I had an idea to start an organic t-shirt business. It “failed” miserably. I quickly decided to learn the inner workings of internet marketing and sales writing from leaders within the industry. I spent tens of thousands on marketing training, online sales, and copywriting strategies in masterminds.
The initial 4 months of implementing the strategies brought in only $20.00. Frustrated, impatient, I kept practicing and tried several campaign techniques, which finally led to a breakthrough. My sales soared for the first time! That was the moment when I knew anything was possible through online sales. It was, and still is, very exciting.
With new knowledge, experience and enthusiasm, I quickly began to help other entrepreneurs and business owners start and/or improve their online sales.
Now, years later, I offer consulting, digital display ads, media exposure, copywriting, and create complete sales systems (sales funnels) for local businesses and online entrepreneurs.
I’m known as Sarasota’s leading copywriter and online marketing strategist and known for getting clients results.
That said, if you consistently implement what’s included here, you will see results.
Ready? Let’s do this!
Below are the most common 6 areas, I see that hold most from obtaining success with their online sales. I’ve outlined them as sections for you to consume and implement fast.
Section 1: How to maximize your marketing in 2018
Whenever we meet with a client we review what they’ve tried before to establish a foundation. Let’s assume you’re my newest client and I ask you “so, what have you tried recently to increase sales?”
I typically hear “I’ve done some Facebook Ads, tried some Google PPC all with mixed results”.
Redefine your message
I realize you’ve probably done this… more than once if you’re like most however, if you’re not seeing results from your sales of at least a conversion of $0.50 back on each $1.00 you spend, your message isn’t congruent.
Restate your message so that your clients respond immediately. When I got started online with my t-shirt business my message to my customers was vague at best. At worst it was a bowl of mud soup.
This is what I led with “I used organic cotton” and “I like metaphysics”. My shirts has metaphysical sayings on the front and I thought, “hey, that should be enough of a selling proposition to become a millionaire in a year”.
Even a novice can see that my message was ill-defined. What’s your message? Two things are required when you create a message.
How to create a message with impact?
1. What your product or service does best and
2. How it alters the user’s state of mind and emotions
My wife is Sarasota’s leading holistic nutrition counselor and often has me try new probiotics and supplements. One day I was reading the label of an Enzymatica bottle and read:
“Most Advanced Enzyme Formula, optimal digestive support, America’s #1 selling digestive enzyme”
Now that’s a message! Their tagline is “The Enzyme Experts”. What are you an expert in? Use that superpower to describe how you benefit your ideal customer.
Section 2: Is the Internet still a good place to sell products?
The inevitable comment I hear is “well, if what I have isn’t selling, then my market must be saturated”. The internet is still a fantastic place to generate massive amounts of revenue.
We currently use Facebook Ads often as their data tools and flexibility to quickly split-test campaigns are outstanding. Many clients with, large marketing budgets upwards of 15K per month, can successfully compete for top keywords with pay per click ads, or PPC, using their Google Adwords accounts.
If you don’t have a Gmail account for your business, we recommend using it to along with Google+ to increase your exposure and help attract new customers or patients.
What about direct mail?
Direct-mail is still highly viable. Therefore, to maximum marketing results in 2018, use it in tandem with online sales and email marketing to add another layer of influence, and build a solid marketing platform.
Is direct-mail your primary source of marketing? Are you now seeking to venture out into the world of internet marketing?
I recommend you learn the intricacies of Facebook marketing to start and develop your familiarity with their tools. Or even better, one you understand the basics, hire an expert to manage your Facebook marketing. Leverage your time wisely.
Section 3: What’s the best platform?
As the Co-Founder of a Digital Display Ad Agency, I’m a great person to ask. I know my way around the most popular social media platforms. Due to this fact, in terms of ROI hands down Facebook Ads continue to outperform the others (Twitter, Instagram and Pinterest).
That can change at anytime, so test constantly. Since Facebook continues to add more detailed user data so you can receive the most buck per bang, if used carefully. Keep in mind, however that Facebook can only account for about 25% of your potential customer base. Therefore the other 75% needs to come from other places, namely from digital display ads (aka banner ads), print media, video marketing, etc.
Use Facebook’s Power Editor platform to select your top customers with the requirements (demographics) you deem important. You’ll spend less money on your next campaign. If you plan to run ads on Facebook, use a Facebook chat bot as a chat feature to help automate inquires as they come in.
Chat bots (like Many Chats) allow your company to quickly respond to inquiries from potential customers. Not only does this soothe their need for instant gratification, it builds trust. And trust = more sales. Boooom!
Therefore, if you wish you have someone (like us) setup and manage your Facebook Ads, instead of sharing your username and passwords, create a business account at https://business.facebook.com. You’ll be promoted to sign-in and setup or import an account, if one isn’t present.
And that’s just for Social Media!…
If you use Google Adwords, or other paid advertisement on search engines, then you know the power that comes from this type of marketing. Google Adwords is ideal if you have a large budget and a solid team to help you manage and optimize your campaigns.
Consequently, I recommend you look into using a form of Google Adwords or paid advertising to make sure you stay in front of clients/patients or customers. Our agency works with local businesses, whom often don’t have the largest marketing budgets. Also, if it sounds like your company may qualify, to get started, we offer you one (1) free digital ad for your website.
Section 4: What’s a good EPC?
An earnings per click (or EPC) is a term marketers use to estimate whether their product is viable. To maximize your marketing, an ideal ratio is greater than or equal to $1.00. So if you sell a $10.00 product and 100 people click on your add, you need to generate at least $100.00 during the same period.
While promoting a particular digital education program I’d spent several thousands of dollars advertising it and ended up with returns between $0.50 and $1.20 for 5 months straight. After that, no matter how much I spent or how many times I’d revamp the sales copy, the product would no longer resonated with the marketplace at the same EPC, I had to dump the product.
In addition, no matter how much you love a product, if it doesn’t sell, drop it fast. This leads us into the next question…
Section 5: “Why are my sales low?”
If you’ve gotten this far in this report, congratulations! Many business owners who want to increase their sales just don’t find the time to implement the necessary solutions to obtain the results they seek.
Furthermore, if you’re feeling overwhelmed, remember there are many sources out there to guide you through this process. Clients continue to come me because of quality and security I provide them.
“Why are my sales low?” Whenever we hear this question, there’s always more to it… The market not longer responds to your offer with its wallets. Or could there be more to it?
The real question is “how do I get Mrs. Smith to find my product irresistible?” This following paragraph might change everything for you so please pay attention here.
More often than not Mrs. Smith is not your audience. So, if you’ve setup a complete sales system with an insanely wicked offer and implement a consistent follow-up program via email or social media marketing and your sales are still low, test a new target audience today.
Since this switch could be what removes all the roadblocks you experience with your online sales. Here’s a story that illustrates this concept.
An entrepreneur and accountant client of mine, drastically changed his business model after placing Facebook ads that resulted in substandard results (remember the EPC ratio?).
Due to this, I started working with him to help him market his new product. This product is an affiliate program and a turn-key business for those interested in finance.
We’re now in the testing phases of his campaigns and the soft-tests report terrific results. He changed the structure of his offer and in turn changed the audience.
How can you implement a similar strategy? Therefore, a good place to start is to identify as many new ways as possible to use your product or service. Do you see an opportunity to add or remove a service or product?
Section 6: Maximize Your Marketing | How do I beat the competition?
Now is the best and easiest time to beat your competition! Yes, selling online is the craziest it’s ever been, there’s still plenty of room for you to grow and take a large portion of profits. “Sure, Zane easy for you, you’ve got experience and results… what about me?”
Here’s how I feel about “competition”, and I highly recommend you try this, too. Sure, there are a lot of people who market their products and services online however, you can become the authority by doing a few things differently. Because of this, to maximize your marketing, I recommend you do if you think competitors have a larger share of the profits:
- Find non-typical areas to sell to. If you have an investment business, market your services to dog-food or pet-store owners specifically. Learn everything you can, as fast as you can, about said industry and focus your marketing there.
- Go to their Trade Association conferences. Meet and greet the leaders within this industry and make your name an imprint on their minds. This will make sure you’re seen as their go-to person.
- If narrowing your audience doesn’t appeal to you, turn yourself or brand into a household name. Make yourself the leader in your field. This will take a bit more planning and work up front, however it’s well worth it.
- Use YouTube videos to stake your claim on a topic meaningful to your brand and business.
- Network with top bloggers and industry leaders.
- Use your town or city as a platform to elevate your status, speak as often as you can and meet the movers and shakers. Allow your magnetic personality to touch them and find ways to give to their success, when possible.
Bonus: Maximize Your Marketing | Determine Your Budget
My business partner and friend Grant van Aswegen and I constantly discuss ways to help businesses and one aspect that most forget is how much they are (or aren’t) spending on advertising.
First off, if you’re in a competitive industry, say weight-loss or dating, and decide to spend $5.00/day on Facebook Ads, that’s not going to bring you results. Others in your industry spend $10.00-$30.00/day they will take a larger part of the customers that should be yours.
Thus, if you can spend more on your ad campaigns, in an intelligent way, your sales will improve. Therefore, to verify if you’re spending the right amount calculate your Return on Ad Spend or ROAS.
Ad Spend Calculations: How to decide what to spend?
(Clicks x Cost Per Click) = Cost of Campaign
(Clicks x Conversion Rate) = Conversions
(Conversion x Revenue per Conversion) = Revenue of Campaign
Determining ROAS, if you have back-end sales that are priced over $500, it’s hazy. As sales will occur well after the campaign ends or as a new campaign begins.
So, take that into consideration and make sure you include these sales in your ROAS calculations. Your calculations will let you know whether you should increase your ad spend or not.
Thus, you are now fueled with vital information to make your next campaign a success.
As a shameless plug, if you’d like further guidance on how to carry out and incorporate different aspects of your sales process. I offer 1-on-1 consults. My clients often tell me they are stunned at how well the strategies that I recommend work.
Since you may have questions or would like to work with me, visit http://zane-white.com/consulting once you submit your form, a member of my team will reach out to you to set up a call.
Congratulations on reading the ‘Maximize Your Marketing in 2018’ report! I’m thrilled that you took time out of your day to gain more awareness on ways to increase your sales this year.
So, you’re not alone in the quest to maximize your marketing. Find more resources below that we use.
Use the following tools and resources for added support:
Basic Marketing Platforms:
- Email marketing automation: aweber.com or getresponse.com
- Landing pages: thrive.com
- Website Hosting: bluehost.com
- Google Analytics: googleanalytics.com
- Google Keyword Planner: adwords.google.com
- HotJar Track Site Visitor Engagement: hotjar.com
Business Visibility Score: Are Customers Missing You?
- You’re likely missing customers – Find out with this free visibility score
- Get one (1) free digital display ad
In conclusion, the above ideas and concepts will make sure you maximize your marketing in 2018 and start seeing improvements. As with anything consistent effort and persistent testing are mandatory to increase your sales.
It’s been a pleasure writing this article for you friend. I wish you all the best on your journey towards maximizing your marketing!
Also, if you’re just getting started creating your online sales, check out this comprehensive video from my man Miles Beckler.