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Are you a business owner? Have you reached a dead-end trying to market your business online? It seems like everyday businesses get flagged for what used to be standard marketing practices.
So how can you learn to market your business the right way without getting banned or shut down? That was the focus of our last conversation on the Inner Edison Podcast with Ed Parcaut.
We sat down with Vince Reed — realtor turned internet marketer. We talked about his book, Internet Traffic and Leads, and his podcast, Internet Marketing Life.
We also talked about the state of internet marketing and what small businesses can do to stand out online. If you’ve been wondering what you’re doing wrong in your online advertising, listen up. We’ll be sharing some nuggets of insight that Vince has used for success.
The Problems In Today’s Online Advertising Industry
Vince was candid about issues internet marketers, and businesses face today, such as less advertising space, more constraints on advertisers, and the rising costs of advertising online.
He mentions that Facebook has openly admitted to having a lack of advertising space. That’s one problem. For marketers and businesses relying on Google, the cost per lead is getting more and more expensive.
On top of that, the constriction of language in advertising is becoming an issue. Many marketers and businesses alike are dealing with Facebook shutdowns for what used to be commonplace in advertising.
These problems make it difficult for businesses to advertise on their own.
Creating Advertising That Works
While most people believe that advertising is all about selling your business, Vince cautions putting out ads that only talk about your business.
Instead, he emphasizes creating copy that gets into the mind of your customers. For example, if you’re writing copy for an ad and it doesn’t move your customers to take action, you most likely don’t have the right copy.
So how can you do this? Vince talks about using education to generate leads, such as providing common issues customers face and then offering the solution.
He also advises businesses to almost think about their advertising like a media company. So how can you write valuable content for your customers and offers the best insight on the topic?
He also adds these words of wisdom:
- Be yourself. It doesn’t make sense to run ads any other way.
- Get familiar with Facebook Ads Library. Google it and see what your competitors are doing well. Look for trends.
- Take what is working and make put your own spin on it. No one likes a copycat.
It’s All About the Journey
Most people look at advertising as, I put up and ad and make money, but that’s not always reality. Vince states that it’s essential to think about your advertising as the fuel for your business.
However, for your advertising to take leads and turn them into sales, you need much more. How you package that material is crucial. Your content should be all about the customer’s journey.
Businesses that get marketing right know their customer’s journey and can provide helpful information to guide them to the following action. It’s like a trail of breadcrumbs that all lead to the same goal — to make a sale.
You Have to Be There for Your Customers
While the internet is nice, most sales aren’t happening for big purchases online. In those cases, sales happen over the phone or in conference calls.
While many businesses will advertise all day long, they may forget that at the end of the day, you have to be there for your customers. If you’re not reaching out to your leads or helping your customers in a more personal way, it’s hard to generate sales.
While this sounds basic, it’s surprising how many businesses forget this. If you can master this part of your business, you can increase your sales.
Consistency, Messaging, and Follow-Through Matter
One last piece of advice that Vince gives is that while advertising can get you leads, it’s your consistency, messaging, and follow-through that will convert leads into sales. He encourages you to play the long game.
If you’re looking for more great articles like this one or excellent podcast interviews, be sure to check out the Inner Edison Podcast with Ed Parcaut.