Your Digital Marketing Blueprint For the New Era (Part 1)
Remember David and Goliath?
Unless you’re that guy, bringing a pebble to a sword-fight isn’t the best of ideas.
Same concept as bringing a knife to a gunfight.
When the first effective firearms were invented, what happened?
An arms race. That’s what happened.
And right now, the same thing is happening in the world of marketing.
But instead of knives vs guns, it’s traditional vs digital marketing.
This is what will keep you on top:
Targeted, trackable digital marketing efforts.
Targeted to people who want your services. Trackable so you know which efforts are paying off and which aren’t.
In this 2-part guide, we’re going to delve deep into the most effective forms of digital marketing, starting with Facebook and Adwords.
Let’s start with one of the best modern marketing platforms in the industry.
#1: Facebook Marketing
► More quality leads (as long as you’re targeting correctly).
► More patients at a lower cost of acquisition.
► Less expensive per click.
► Decent analytics.
► Much less disruptive than most forms of digital advertising.
► If you use “one size fits all” ads with a direct sales sort of focus, Facebook may not perform to your expectations. Facebook ads are more about staying at the top of the consumer’s mind than for getting direct sales. (Although people have used it for that too. Your mileage may vary.)
► It’s limited to Facebook users (as opposed to Adwords and other forms of PPC, where you can ultimately ghost people all over the internet through retargeting).
This is why you need to be using Custom Audiences.
Lookalike Audiences, for example, can partially clone your best patient list.
It helps you target only the people who actually want what you’re selling, instead of blasting a message out to the masses and hoping some of it sticks.
Here’s how it works.
Farmer Brown raises and sells show chickens. Why not. He wants to show his chicken ads to people who:
1. Like show chickens.
2. Have the money to buy the chickens.
3. Are looking to buy chickens soon. Preferably now.
Farmer Brown has a folder on his desktop labelled “Customers.”
That’s where he stores his customer info backups.
Now this is the interesting part –
Every one of those customers fit into the three sets of criteria above, right?
So if he could find people just like his customer list, well, he’d be set, right?
Right. And right, he can with Custom Audiences. Facebook Lookalikes specifically (and some additional targeting options).
A couple well-placed clicks and a few taps is all it takes, and boom.
He’s got a living, breathing group of 3,728 people in his target market that share many of the same characteristics as his customer list.
IMPORTANT: It’s small because it’s hyper-targeted. Your audience doesn’t always have to be as big as Facebook advises to get good traction. Facebook Lookalikes typically only brings you halfway there. You’ll want to narrow your audience down further by selecting key factors like the following, just in case the Lookalike wasn’t targeted enough (which is often the case by the way):
► They’re all close to the same age. (Age Demographic)
► They all live within driving distance to Brown’s barn. (Geo-Targeting)
► They all fall into the same income bracket. (Income Demographic)
► They all show interest in chickens. (Facebook page likes, retargeting, etc)
And that’s just a scratch in the tip of the iceberg. There’s a lot more going on down there. Problem is, you can’t really see the rest of it, because Facebook doesn’t hand out all the details.
But the bottom line is, it works for a lot of people, and it’s very possible that it’ll work for you too. The only way to find out is to test. More on that soon.
Best Practices For Facebook (& Digital) Ads
Keep your text brief and targeted.
Write the content like you’re talking to somebody in your target market, one on one. Conversational. Targeted. Since your ad is going to be served directly to your target market, don’t shy away from industry terms only they would know.
For your headlines, follow the 4-U rule:
Test, Test, Test
You’ll never know if you don’t try. But that’s only half of the truth. You’ll also never know if you don’t try long enough. If you think you’ll master Facebook in your first few days, you’re in for a major disappointment.
Even the most seasoned marketing vets will tell you – each organization is a special snowflake that calls for snowflake-specific marketing tactics. Have you seen how complex a snowflake is on a subatomic level? Me either, but we both know it’s crazy complicated in an amazing way. That’s your organization.
It takes time to learn and there is no cookie cutter approach. So you must test.
And be ready to stick it out – give yourself time to accumulate data, read it, and then adjust.
Hunt down your mistakes and make them teach you what NOT to do.
Only after you’ve sown your due diligence will you reap the revenue.
Quicktip: Next week we’ll go over more tips like these. Stay tuned!
The Facebook Investment
Let’s talk about cost. A lot of marketers will tell you that Facebook trounces Adwords and other forms of PPC when it comes to cost. Guess what?
They’re right. When we’re talking cost per click, or even cost per lead, Facebook usually wins by a long shot.
So should you put all your eggs in one basket like Bantam-Farmer Brown?
If you’re focusing your campaign on clicks and social proof, why not?
Or if you’re building a lead list of people who are clearly interested in your services but aren’t necessarily ready to buy now, and you’re looking to nurture them over time? Facebook probably wins again.
Need to start pumping out quality ads without melting your brain with Adwords-complex learning curves? Facebook all the way.
The simple fact is, Facebook does a lot right.
Ben over at Webrunner wrote a pretty outstanding, in-depth study on Facebook vs Adwords.
He does a great job summarizing this point:
…traffic from Adwords tends to convert at a higher rate because of the higher level of intent with keyword-based targeting (Adwords) versus demographic, interest and behavior-based targeting (Facebook).
…even if traffic from Adwords is usually more expensive, it doesn’t mean Facebook is automatically the better option due to cheaper click costs.
If you’re looking to target people who are ready to buy now and are searching for a way to buy now – this is probably the main exception to Facebook’s winning streak.
Adwords pretty much always wins that one.
And that’s where we’ll leave off.
Next week, we’ll cover the ins and outs of Email Marketing and more!