I look at lot of advertising online every day. Most of it is predictable and ho hum. People tend to copy one another. But every now and then I come across an ad that makes me take notice – and smile.
Since 2003, I’ve worked with some smart and successful business owners – and also some unsuccessful ones. I’ve learned a huge amount just by watching how my best clients have marketed their businesses.
It’s been a great privilege. They have been paying me to work for them – but all the while I’ve been soaking up their marketing knowledge too!
I’m appalled, the more I hear from business owners who have been ripped off by marketing agencies. It’s a disgrace.
Thousands of dollars poured down the drain. And for many small business owners, that money has come off a credit card.
Imagine starting a business selling razors to men aged 18 to 30. It would be a tough sell. The market is already crowded with razors, including many global brands.
So only a lunatic would try to sell yet another razor in this crowded market, right?
Most marketing is based around telling “half truths”and accentuating the positive. The public realise this. So they consume marketing through a built-in B.S. detector.
That’s just the way it is. Or is it?
There’s a new trend emerging in marketing, which is based on telling the truth.
I’ve recently read Perry Marshall’s book “80/20 Sales & Marketing” and I want to highly recommend it. If you’re looking to make a breakthrough with your marketing in 2016, get this book and read over the Christmas holidays. It will really expand your thinking.
We all realise the importance of testimonials in marketing. But most small business websites neglect testimonials or, if they do use them, they tend to be the usual “blah, blah, blah” that no one bothers to read. Often hidden away on an inner page.
We all know there’s no such thing as a free lunch. But in web marketing, a lot of small business owners like to think there is.
Search engine optimisation used to be regarded as “free” traffic. But today there’s so much work involved in optimising a site to rank on Google, it’s anything but free.
The latest fad in web marketing is known as “content marketing”. Essentially, this means providing lots of content for Google to find, so your website will get a high ranking in the search results. Oh and of course, people will read the content too, building your brand and online reputation.
One of my clients is a doctor in Salt Lake City who specialises in bioidentical hormone therapy. For several years I’ve been helping him with online marketing, running Google AdWords and search engine optimisation.
The doctor had an old website, which looked outdated but was still bringing in a steady stream of enquiries from patients.