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If you are a business owner who want more customers, then this report is going to be the most important thing you’ll read today.
It’s a technique that can bring in millions of dollars, attract new customers to you profitably, and give you the ability to turn one dollar into two.
And it works in any business in any industry.
The Most Important Marketing Skill
In today’s business, the most important and profitable skill you can possess in marketing is the ability to turn paid advertising into a profit. If you can do this, you will never be lacking in money and you can write your own paycheck.
It is – literally – the most lucrative skill in the world.
There are three main pieces of a successful campaign: your messaging, your customer, and your media.
The first two are connected. Even after going through every top advertising book on messaging and copywriting, it still shocks me at how powerful the skill of copywriting is. Copywriting is so important that companies pay men with this skill the highest salaries in their company. One of the greats, Claude Hopkins, was paid $185,000 a year for this skill. This was in 1907. Today that amount would be $5,053,235.64.
So you can see it’s powerful.
For my own clients, copy has generated tens of millions of dollars of revenue and has worked for companies of all sizes. One local client uses simple copy to add an extra $300,000 to his business each year for a short ad. It’s simply amazing that their 664 word campaign can create that kind of money. Each word is pulling in $451.81, including the tiny words like “a”, “an” , and “the.”
But as you just read earlier, messaging is intertwined with your customer and both of those topics deserve 5 or 6 books to do the topics any justice.
The topic today is this – buying media.
Buying media today it’s the most important skill a business owner can have.
And anyone that possesses it, or hires a team that does it on their behalf, will never be lack in sales, cash flow, or profits.
I’m going to explain why in a moment, but first let me tell you why so many people are having a hard time with it.
In the next few paragraphs I’m going to use Facebook ads because this seems to be popular today, but just remember that these principles apply to all digital media buying.
The Problem With Media
The first problem with media, and with Facebook media in particular, is simple.
Not enough people truly understand the power of it.
Since you’re reading this post, you will no longer be part of this segment by the end of this report you’ll avoid a major mistake most make.
The second challenge with buying Facebook media is harder to explain,
So let me began by telling you something about traditional media that you might not know.
I’m going to use radio as an example.
Here’s what happens.
A business owner wakes up one day and decides they want to run a radio ad.
The radio station charges for access to the media and they toss in the “creative” for free.
The radio station creative team puts together a spot, runs it, and then the owner sits and waits.
One week goes by. Two weeks go by. One month. Two months. Six months.
During this time, the business owner will start hearing remarks from friends that they heard his ad.
Now… put yourself in the business owners shoes and think about this.
You run an ad, then you hear people telling you that they heard your spot on the radio.
It’s obvious the radio spot is reaching people.
But is the ad successful?
Many business owners think the answer is yes. They’ll claim it’s working because people are hearing it.
These people are wrong.
The real answer is that the only way to know if your radio ads are working is if your sales are going up.
In fact, your friends telling you they heard the ad is dangerous.
Why?
Because it builds up your confidence and gives you a false sense of security.
You think it’s working, but you don’t really know until you look at sales.
Let me say this a different way.
The people who are telling you about your ad are NOT your customers. They already know you. You already know them as a person.
The reason they are telling you about hearing the ad is because you are friends.
The radio ads are supposed to attract new buyers and new customers, who by definition, don’t know you’re the owner.
So any new customer won’t tell you about your ad because they have no idea who you are.
Any feedback you get is from someone who isn’t a new customer to you.
And that’s why Facebook media is so misleading.
The Rise Of Vanity Metrics
On Facebook, there’s one little metric that leads people down the wrong path.
It’s called the Like button.
When you post content about your business and you get a Like, many business owners think they are making progress. When in fact, it’s similar to the radio situation you just read about.
The people Liking your content already know you.
The point of advertising is to bring you new cash from new customers.
And that’s where paid media comes in.
Paid media on Facebook allows you to touch any of the 2.375 billion monthly active users who are on Facebook. About 1.49 billion of those people are on Facebook daily.
That’s a lot of new customers available to you and paid ads allows you reach the most important ones. The ones who want your product, are interested in your service, or, if you are local company, live and shop within 200 miles of your front door.
This reach is one of the reasons that using digital media to bring in money at a profit is the most important skill a business owner can have.
All of your customers are on the web today.
Yet somehow the idea of image advertising, also called brand advertising, is stuck in the entrepreneur’s head.
The Decline Of Brand
Brand is the most misused word in business today.
It is sorely misunderstood.
In today’s crowded market, it takes years for a brand to build in the consumers mind. And that’s only if you do it correctly, with the guidance of a world class ad agency and an 8 figure yearly advertising budget.
Why has branding lost it’s effectiveness?
Because of your brain.
Let me explain.
Think back to the last book you read.
How much of it do you remember?
Unless you have a photographic memory, you only remember 2 or 3 things.
Even if you remember 2x or 3x that number, you’re still only recalling about 2% of the book.
According to research, a person forgets about 90% of what they read within 30 days of completing the book.
This has nothing to do with you personally, it’s just how the human brain works. We forget stuff.
Now, the average person is bombarded with 5,000 marketing messages every single day.
And we forget most of what we see, not because we want to, but that’s just how our brain works.
So when the “branding” concept comes up, you’re not only battling against the five thousand competing marketing messages out there in the world, you’re also battling against the natural mechanisms of the big grey blob inside your skull.
So the big question is, how will you generate cash flow while you are fighting the uphill battle to establish your brand over 2 to 3 years?
The answer is paid media.
Let me prove to you why you should be using paid media and show you just how many people are using Facebook and the web today.
The Power of Paid Media
Back when I started with Google Adwords and, eventually, Facebook media, the tools were very basic.
They have improved over the past 19 years to become powerhouses of customer reach and acquisition.
And at the same time, your customers have changed their behavior and have moved online.
Here are some eye-opening statistics.
I’ve included both Facebook and digital media stats here.
All of these will blow you away.
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- Email marketing brings you $44.25 for every dollar spent
- 96% of all smartphone search traffic is from Google
- Google drives 94% of total organic traffic.
- Ad spending on mobile phones will reach $247,000,000,000.00 by 2020
- If you personalize your email messages, your transaction rates shoot up 6x
- Using “Thank You” in the email subject line gives you higher-than-average open rates
- 14% more people open an email if it’s a part of a segmented campaign
- Active email accounts will 5.6 billion in 2019 with Gmail accounting for one billion of those
- 53% of all paid-search ads are completed on a mobile device.
- Location-specific ad campaigns bring you 20x more money than traditional ads.
- A mobile-special offer is 10 times more likely to be used than the same offer in print form
- The number of email opened on mobile devices has grown by 180% in just a few years.
- More than 50% of smartphone owners reach for their phone immediately when they wake up
- 57% of all mobile users will not recommend a business if their mobile website is poorly designed or unresponsive.
- 40% of all mobile users are actively searching for a local business or interest
- People are accessing 69% of their media on their smartphones
- 51% of marketing budgets are going into mobile ads
- 96% of people talking about companies on social media aren’t actively following those brands online
- 3.03 billion people are on some type of social media… that’s almost half the world’s population
- Google boasts an average of 63,000 searches every single second of the day.
- 90% of searchers haven’t made their mind up about a brand before starting their search
- 82% of searchers will use their phone to help them make a decision about an in-store purchase.
- Search engines drive 93% of all website traffic
- About ½ of all searches are four words or more
- Two seconds is all companies get when it comes to website load time. Anything longer and people leave and never come back
- 18% of all local searches lead to a sale within one day
- 72% of people who visit a physical location will choose one within 5 miles of their original location.
- Google and Facebook earn more than the world’s traditional media companies
- Facebook has 80 million small- and medium-sized business Pages
- 78% of American consumers have discovered retail products to buy on Facebook
- 30% of marketers think Facebook offers the highest digital ad ROI
- An average Facebook user clicks on 8 ads per month
- The number of American Facebook users aged 65+ has doubled to 41%
- Mobile advertising revenue of Facebook is approximately 94 percent of total advertising revenue for Q3 2019
- Facebook adds 500,000 new users every day; 6 new profiles every second.
- 68% of US adults use Facebook… 51% of them use it several times a day.
- Worldwide, 26.3% of the online population use Facebook.
- Over 1bn of those are mobile-only users.
- 96% of Facebook users access it on mobile
- 43% of users get their news from Facebook
Ok, enough of that.
Pretty amazing stuff.
Now, if you noticed, you saw a lot of talk about viewing these ads on mobile.
I could write 3 books about that topic, but for now, just let me say this. You should be designing for mobile first.
Many pros will tell you that you’ll lose sales if you don’t design for the mobile phone. In fact, it’s worse.
Not designing for the mobile phone won’t even put you in the game. You’ll be dead on arrival because a customer will click off your site and go somewhere else… and never come back.
Let me end this section with one of the biggest benefits to paid media – speed.
Results from paid media start almost immediately.
For one client, we were able to deploy a new campaign in about 2 weeks. That’s from idea to market in 14 days.
I continued to tweak the ad for another few weeks with the final response gaining about 2x the response from the first run. This ability to test and improve is key.
With traditional media, a campaign like this would have taken 2 to 3 months instead of 14 days.
Recently, I was running a small test for a photography company.
After setting up the campaign, I moved on to other things thinking I would revisit the campaign in a week and then check results.
To my surprise, the next morning I received an email notification that the first lead had already come in…. less than 24 hours after I pulled the trigger to launch the campaign.
What could you do if your campaigns started working in 24 hours?
Paid Media Is The Key To Success
It should be obvious to you to add paid media to your marketing mix.
Digital media buying is the best tool for local and small business because you can bring in customers on demand.
In the world filled with hyper-competition, getting through to your customers is priority number one.
And there’s a lot of people making a lot of money from reaching customers with paid media.
Early this year I was invited to participate in a mastermind with 44 of the best digital media buyers in the United States, including a huge billion dollar consumer brand and a billion dollar publishing company.
For 3 days, it was a no holds barred meeting where everyone spilled their guts about what was working and what was not working in marketing, paid media, and customer acquisition.
Out of all of them, ONE of the attendees was awarded the “best of the best” prize of the mastermind.
Never one to shy away from meeting smart people, I persuaded that guy to put me through that training.
Now I’m reaching out to clients and using it on their behalf to grow their own companies.
Would you like to be one of them? Then let’s work together.
You can find out how to do that for free by following the link at the bottom of the page and then following the instructions from there.