EP3: Marketing Diversification

“I look at marketing and tactics, but I also figure out
what unique combination makes sense for each business.” - Timothy
Dick (5:56)

Timothy Dick


Profit Layer


 


Online marketing is a hamster-wheel of new techniques,
engaging content, and tactic testing.


 


Anyone in the online business world knows how overwhelming it can
be to try and stay abreast of the algorithms and strategies
associated with marketing to an audience. These tools and tricks
have their purpose, of course, but a weapon is only as good as
the person who wields it. Your marketing has got to work for you
and for your people.


 


Layers are the key. Your business requires a unique mix of
efforts and considerations to run at its best - supply chains,
onboarding, finances, and of course, marketing. Figuring out the
best combination for your business requires hands-on testing and
tinkering.


 


That said, the success of your tinkering depends on the effort
you put into it, and the foundation you’re building your
marketing on. No one can market their way out of having a good
offer. Once that pillar is built, it’s time to focus on finding
out where your people are.



“Spending more money on Facebook is not the only way.”


- Nic Peterson (21:09)

It’s easy to get caught up in the specifics of each online
platform. Should you lean on Facebook, LinkedIn, or Instagram?
Ultimately, however, each and every platform comes down to the
same goal - to get your offer in front of potential clients.


 


The thing about these online platforms is that they are
ever-changing. Algorithms shift and render your best tactics
obsolete. It’s tempting to give up and move on to the next
network. Tempting, but unproductive. That’s a vicious cycle.
Instead, shift with the platform. Tinker and test and try things
out until you find something that works. And once you’ve figured
out this process, add the layers. Get one optimized, and add
another, and keep going. That way, if you lose an account or
something falls through, you’ve got more than one leg to stand
on.



How are you catching the eyes of your audience? Explore
your options when it comes to targeting.



Retargeting is essential to the process. And this is all behind
the scenes of your ad networks. What happens when someone comes
into your ecosystem?


 


This is where ad content comes in. Set your ads up to give your
audience multiple exposures to your content. Put your ads
everywhere and be sure to track the metrics of your audience
engagement to help you refine your efforts.


 


There are some intentional ad targeting methods that have been
proven to give great results.


 


 



Geo-location. Narrowing your audience down to attendees
at a relevant event and targeting their phones directly is by
far preferable to casting the usual wide Facebook net.



Refine your language. Getting in front of your people only
does so much good if you don’t speak in ways that engage them,
relate to them, and make the content easy to understand.



Direct mail. This method falls through the cracks, and its
effectiveness is often underestimated. It is inexpensive and
super-targeted.



Transfer results. Reap the rewards of your tinkering by
taking your proven strategies from low-impact networks to the
heavier hitters like Facebook and Google. Human behavior stays
consistent across the board.



Give value. What you show your audience is as important as
how you show it to them. Above all, put goodwill and value into
your market, and your work will speak for itself. You’ll slowly
start to stand out in the minds of your audience as they grow to
like you and trust you.



 



“The best time to plant a tree was 20 years ago. The second best
time is right now.” - Nic Peterson (39:34)  

Understand your networks, their inner workings, and how they can
be utilized and optimized for your content and your target
audience. Now that these methods and tricks are readily
accessible and less expensive, there’s no reason not to stack the
marketing deck in your favor. The volume of views or leads is
less important than the quality.


 


As with all aspects of your business, building layers will ensure
long term sustainable success. The best time to plant the
targeting layer of your business was when the business was born,
but the second best time is right now.


 



How to get involvedIf you
would like more information about Timothy Dick, and the success
businesses have gained through work with him, please visit his
website.

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