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Digital Marketing 101 (A Beginner’s Guide To Marketing) — Transcript

by Adam Erhart · 3,533 words · 524 segments · language en · Watch on YouTube

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0:00hey guys adam here and in this video i'm
0:02going to help you become a better
0:03digital marketer by showing you some of
0:05the most important things you need to
0:06know about digital marketing right now
0:08you see digital marketing has been made
0:10to seem way more complicated than it
0:12actually is that's a shame really
0:14because it's actually pretty
0:15straightforward that said if you do want
0:17to get the best results possible from
0:19your digital marketing you're going to
0:21need to know and understand the
0:23strategies that i'm going to be sharing
0:24with you in this episode so my promise
0:26to you is this if you watch this entire
0:28video you will be a better digital
0:30marketer at the end so let's get to it
0:35[Music]
0:37so the very first thing that i need to
0:38share with you are the differences
0:40between digital marketing and
0:42traditional marketing brace yourself for
0:44this one because it's pretty profound
0:45actually it's not profound at all and
0:47that's what makes it so interesting you
0:49see digital marketing is really just
0:51marketing done through the use of
0:53digital channels
0:54that's it so when we're talking about
0:56digital marketing while we're talking
0:58about marketing through the use of
0:59channels like seo or search engine
1:02optimization social media pay-per-click
1:05ads or online facebook ads instagram ads
1:07or anything like that not to mention
1:09email marketing or website optimization
1:11or anything that really takes place
1:14online or through the use of digital
1:15media you can contrast this with
1:18traditional marketing using traditional
1:20media things like tv or the radio or
1:23newspapers or magazines or billboards
1:25basically anything not digital now
1:27here's the deal traditional marketing
1:30and traditional advertising and
1:31everything that goes into it well it
1:33still works but there are some
1:34significant advantages to using digital
1:37marketing and all the digital channels
1:39that we now have available first of all
1:41digital marketing tends to give you a
1:42much larger audience size really you can
1:45reach anybody that's online and there's
1:47billions and billions of people online
1:49next is audience targeting because not
1:51only are you able to reach these
1:52billions of people well you don't want
1:54to reach all of them because all of them
1:56are not going to be the perfect fit for
1:57your business rather you can be laser
1:59focused and selective on only the most
2:02ideal and perfect people that you want
2:04to target digital marketing also tends
2:06to be significantly more cost effective
2:08than running say an ad in the new york
2:10times or heaven forbid a super bowl
2:12commercial again these are designed to
2:14appeal to mass markets and to try to
2:16reach everyone probably not your goal
2:19rather what you want to do is be laser
2:21focused and selective with your
2:22marketing and reach again only those
2:24people most likely to buy digital
2:25marketing also allows you to get
2:27immediate feedback and this is probably
2:28one of my favorite benefits of the
2:30channels after all if you think about
2:32running say a magazine ad where you've
2:34got to think of the copy and the
2:36creative and what you're going to say
2:37and then you've got to get it all
2:38written up and sent to the magazine it's
2:40got to get published and then
2:42distributed well you could be looking at
2:44weeks at best months and maybe many many
2:47months before you ever figure out if
2:49this worked or not digital marketing on
2:51the other hand well in theory you can
2:53write an ad and have it online in a
2:55matter of minutes immediate feedback
2:57immediate correction immediate results
2:59plus digital marketing tends to be a
3:01whole lot easier to measure and to track
3:03because everything's digital which means
3:05we've got a digital trail allowing us to
3:08measure costs and results and everything
3:11in real time so we can make adjustments
3:13and tweaks and optimizations on the fly
3:15again contrast that with waiting three
3:18months for your magazine to come out and
3:19figure out if things worked or not and
3:21you can't measure clicks on a magazine
3:22so the best you can hope to do is well
3:24really either have them fill out some
3:26kind of a form on the magazine or visit
3:28a digital channel which ties us back
3:30into digital marketing anyway there's
3:32obviously some serious advantages here
3:34to choosing digital channels going with
3:36digital marketing but again that's not
3:38to say that traditional marketing
3:39doesn't still work it does the point
3:41here is to take a look at either
3:43traditional or digital marketing and
3:45then sort of take a few steps back to
3:48the strategies and the fundamentals and
3:50the principles the consumer psychology
3:52the buyer behavior why people do the
3:54things they do and then focus on
3:56mastering and learning that then you can
3:58apply that to digital channels or
4:00traditional channels or any other
4:02channels that come out in the future all
4:03right the next thing that'll really help
4:05you become a better digital marketer is
4:07to understand the differences between
4:09strategy and tactics and when to use
4:11them strategy is all the big picture
4:13stuff and this is really where you want
4:15to focus your efforts first and foremost
4:17because this is the foundation that all
4:19of your future marketing efforts and
4:21tactics and tools and software and
4:22things like that are going to be built
4:24on get this part wrong and nothing else
4:26matters because nothing else will work
4:28now there are a ton of different
4:30strategies and approaches and ways to
4:32look at your digital marketing but
4:34pretty much no matter how you look at it
4:36it always comes back to four basic and
4:39really solid principles that have stood
4:41the test of time and are going to be
4:42just as relevant today as they are a
4:44hundred years from now i call these
4:45things the core four and they make up
4:47the center of my hub and spoke model of
4:49marketing the core four are made up of
4:52model market message and media so let's
4:54unpack those now the model is
4:56essentially your business your offer
4:58your package your servicing the pricing
5:00that goes with it how you deliver
5:02whatever it is that you deliver to the
5:04market it's important here to design
5:06your model design your business around
5:08what is the most enjoyable and
5:10profitable and in demand by the market
5:12because the worst thing you can do is
5:14build a business that you absolutely
5:16hate next is the market these are the
5:18people that you're going to serve and
5:20you don't want to say everyone or anyone
5:22with money you want to be focused
5:24laser focused on exactly who is going to
5:26get the best results from your product
5:28or service and also the market that
5:30you're going to most enjoy serving in
5:32marketing we call this an ideal customer
5:34avatar or an ideal client avatar and
5:36it's made up of demographic details like
5:38age gender income occupation geographic
5:41details like what city or state or
5:43province or country they live in and
5:45psychographic details like what are
5:46their values their attitudes and their
5:49lifestyles next is your message and
5:51here's where you're going to clarify and
5:53connect with your ideal target market by
5:56speaking directly to them about their
5:58pains and their problems and their
5:59frustrations and how your business is
6:01uniquely positioned to help solve that
6:03for them telling stories about previous
6:06customers and previous client results is
6:08an incredibly effective way to do this
6:09as are getting testimonials directly
6:11from them and running case studies
6:13proving that you know what you're
6:14talking about and have done what you say
6:16you're going to do i think that made
6:18sense the point here is that to craft
6:20truly effective messages well you've got
6:22to understand who your market is and
6:24what really makes them up and what makes
6:26them do the things they do so a little
6:28bit of market research and having a few
6:30chats with your customers never hurts
6:31and the fourth part of the core four and
6:34again the center of that hub and spoke
6:35model of marketing is all about media
6:38and this is where you're going to go
6:39where you're going to do your marketing
6:42which digital channels you're gonna
6:43choose most businesses do this
6:45completely backwards they start with the
6:47media by hearing a great thing about
6:49facebook ads or youtube marketing maybe
6:51starting a podcast and then they just
6:53rush in there forgetting all about the
6:55message and the market and the model so
6:58unsurprisingly well they're building
6:59their business and they're building
7:01their marketing on a pretty sketchy
7:02foundation this is why if you go through
7:04the steps in the right order starting
7:06with the model moving on to the market
7:08identifying the message by the time you
7:09get to media the choices should be
7:12evidently clear like crystal clear you
7:14should know exactly where your ideal
7:16target market is present and active
7:18online and this is going to enable you
7:20to go there and ignore everything else
7:22the reality is you don't need to do
7:24everything you don't need to be
7:25everywhere you just need to be the
7:27places where your ideal target market
7:29are present and active this is going to
7:30save you a ton of time and money and
7:33headache and wasted energy by spreading
7:35yourself too thin on channels that
7:36simply aren't going to deliver results
7:38all right so that was the strategy the
7:40core 4 the high level stuff that goes
7:43into making the right decisions tactics
7:45on the other hand are how you're going
7:47to execute everything i've just talked
7:49about the tactics are the details and
7:51the actionable steps or executable
7:54things that you're actually going to go
7:56and put into practice so the strategy
7:58being the business model you're using
8:00the market that you're going to go after
8:01the messages you're going to use and the
8:03media choices that you're going to
8:05deploy your marketing on and then the
8:06tactics being things like what frequency
8:09are you going to post and what kind of
8:11content are you gonna post and what
8:14schedule or level of consistency or how
8:17many memes are you gonna throw in a
8:18tactical question would be what's the
8:20best time to post on social media a
8:23strategic question would be which social
8:25media platform should we be on that's
8:27the difference all right the next thing
8:29that you need to know about digital
8:31marketing is the difference between
8:32organic and paid so let's start with
8:34organic organic content and organic
8:37digital marketing is essentially
8:38anything that you create
8:40for free so anytime that you make a post
8:42on facebook or an instagram story or a
8:46youtube video or anything like that and
8:48you're not paying money to have it
8:50promoted you're creating organic content
8:52now this doesn't mean that it's free
8:54content because odds are good you put
8:56time and energy and probably a decent
8:58amount of money behind the content that
9:00you're creating but by not paying to
9:03promote it it's still classified as
9:05organic content so if organic marketing
9:07is putting out content and not paying to
9:09have it promoted well then paid
9:11marketing is the opposite of that
9:13putting out content and then paying the
9:15networks to promote it and distribute it
9:17to even more people basically with paid
9:19media or paid marketing paid ads you're
9:22running advertising to whatever message
9:24or whatever content that you're putting
9:25out there now the big players in the
9:27space right now are obviously the
9:29kingpins like facebook ads instagram ads
9:32and youtube ads linkedin ads and google
9:35ads essentially the major networks with
9:37ads added to the back of their name
9:39organic content shows up in the news
9:41feeds of people that follow you whereas
9:43with paid marketing and paid media it
9:45shows up in the news feeds and on the
9:47phones and on the devices of the people
9:49that you choose through targeting now of
9:51course like all marketing strategies
9:53there's pros and cons to both organic is
9:56free essentially in nature but it's
9:58going to be a little more limited in
9:59reach because the way the algorithms
10:01work is they kind of favor paid media
10:03because they like to make money paid
10:04media on the other hand has the obvious
10:06downside of costing money
10:08bright side it allows you to reach a ton
10:10of people very quickly so essentially
10:12the choice between organic and paid
10:14comes down to time versus money but also
10:16the rate at which you want to experience
10:18results all right now let's talk about
10:20one of my favorite topics in all of
10:22marketing direct response versus brand
10:24awareness direct response marketing is
10:26unsurprisingly direct in its goal to get
10:29a response man marketing sure isn't very
10:31creative sometimes basically when you do
10:33direct response marketing you're
10:35creating an ad or you're creating a
10:37piece of content and you're focused on
10:39getting an immediate and tangible return
10:42something like a lead or a sale or a
10:45phone call or a visit or a sign up or
10:48something like that direct response
10:49marketing would be run a facebook ad
10:51expect to generate a lead send out an
10:53email measure the number of conversions
10:55promote a video track how many people
10:57signed up for a free trial all of these
10:59are direct response because you're
11:01expecting something ideally immediately
11:03and you're going to be able to track and
11:04measure it so you can do more of what
11:05works and less of what doesn't now
11:07contrast all of that with brand
11:09awareness marketing which is essentially
11:10more focused on longer term and building
11:13trust and authority and your brand name
11:15in the market with direct response we're
11:17measuring things like leads and sales
11:19and conversions with brand awareness
11:21we're measuring things like trust and
11:24authority and possibly mentions but a
11:27lot harder to quantify and to measure
11:30because they're a lot more intangible
11:32the reality is long term to build a
11:34scalable and sustainable and profitable
11:36business well you do need a pretty
11:38decent mix of both direct response
11:40marketing and brand awareness marketing
11:43but you have to be wary of the cardinal
11:45sin of marketing you see one of the
11:47biggest mistakes in all of marketing is
11:49running brand awareness marketing
11:51campaigns and expecting direct response
11:53results this is a recipe for failure and
11:56one of the biggest reasons that many
11:57people claim their marketing just isn't
12:00working it's because they're using the
12:01wrong tool for the job like following a
12:04recipe to bake a cake and then getting
12:05really frustrated when it comes out like
12:07muffins or bread or anything that isn't
12:10cake this is why it's incredibly
12:11important that you use the right recipe
12:13your strategy for the job all right
12:15another incredibly important thing you
12:16need to know about digital marketing is
12:18the difference between search and
12:20discovery marketing when it comes to
12:22search versus discovery marketing the
12:24biggest and most important or keyword if
12:26you will is intent basically what's the
12:29intent or what is the reason that
12:32someone's using a specific platform when
12:34they log on in the morning or at noon or
12:37at night so let's start with search and
12:39here we're talking about platforms like
12:41google and youtube basically any other
12:44search engine when someone logs on to
12:45google for example well they have intent
12:48they're there to find an answer or a
12:50solution or a product they're there to
12:52do something or buy something or learn
12:55something or take some kind of action
12:56this is where you as a marketer want to
12:59show up in front of them and basically
13:01answer their question or give them the
13:03solution to whatever it is that they're
13:04looking for some strategies here are
13:06using seo or search engine optimization
13:09as well as google ads which is
13:10pay-per-click advertising discovery
13:12marketing on the other hand well this
13:14encompasses brands like facebook and
13:16instagram and youtube to a certain
13:18extent essentially a user on these
13:21platforms may have intent but they're
13:23probably more casually browsing after
13:25all nobody really shows up in the
13:26morning logs onto facebook or instagram
13:28with a credit card in hand looking to
13:30buy something this is why if you're
13:31doing search marketing well you can
13:33afford to be direct they're looking for
13:35something you have the answer so you can
13:37just give it to them with discovery
13:38marketing on the other hand you've got
13:39to be a little more creative and a
13:41little more entertaining you've got to
13:43get their attention and then keep it and
13:45allow them to become interested in what
13:47it is that you're selling or promoting
13:49now both search marketing and discovery
13:51marketing are incredibly important parts
13:53to building an overall successful
13:55sustainable business but just like with
13:58direct response marketing and brand
14:00awareness marketing you want to make
14:01sure that you're using the right tool
14:03for the right job at the right time in
14:05the right place alright next i've got
14:07something very important to share with
14:09you and it's something that rarely gets
14:10talked about when it comes to marketing
14:12advice and that is the difference
14:14between marketing products and marketing
14:16services here's the deal most of the
14:18marketing information out there whether
14:20we're talking about textbooks or courses
14:23or even trainings they revolve around
14:25the marketing of products a product
14:27being something tangible that you can
14:29hold that you can see that you can touch
14:32and that you can taste a service on the
14:34other hand is intangible you can't hold
14:36it can't touch it can't see it can't
14:39taste it plus with services you often
14:41need to pay in advance which requires a
14:43whole new level of trust this is why if
14:45you're marketing a service based
14:47business and you try to market it like a
14:49product based business well you're gonna
14:50be very disappointed now when it comes
14:52to marketing products you have the
14:54opportunity and the advantage of being
14:56able to explain and to show and to
14:58demonstrate how a product works what it
15:00looks like you want to show it in action
15:02show the features show the benefits that
15:04the features will deliver show the story
15:06behind it everything like that here's an
15:08example let's say that i'm trying to
15:10promote and sell this pen well the fact
15:12that this pen has a lid is a feature the
15:15fact that it will prevent me from
15:17getting ink all over myself that's a
15:19benefit but you can take it further and
15:21you probably should for example this pen
15:23lid also has a clip which means that i
15:25can attach it to my papers or my
15:28notebook or even my clothes if i'm
15:30trying to sport that nerdy look another
15:32feature of the pen lid itself is the
15:34fact that the lid has holes in the top
15:36maybe surprised to hear that the reason
15:38that pen lids have holes in the top is
15:39to prevent suffocation in case they
15:41accidentally or purposely get swallowed
15:44after all chewing on pen lids is an
15:46age-old albeit highly unsanitary
15:48practice sometimes you just get hungry
15:50services on the other hand well they
15:51don't have that advantage so the main
15:53thing when you're promoting and
15:54marketing services is you want to sell
15:57the end essentially the end state or the
15:59benefits or the outcome or the results
16:02that someone will experience after
16:04working with you in fact when it comes
16:06to marketing services i'd go so far as
16:08to say it's pretty much all about the
16:09end state and the benefits and the
16:11outcomes and the results someone will
16:13experience the key here is to highlight
16:14the current pain or dissatisfaction or
16:17discomfort of their current state and
16:19then of course paint the picture of how
16:21they'll be so much better after having
16:23worked with you all right the next thing
16:25you really need to be aware of if you
16:26want to become a true expert in digital
16:28marketing is to understand the
16:30differences between b2b and b2c
16:32marketing b2b stands for business to
16:34business and this is where your main
16:36customers your main clients aren't
16:38regular everyday people but rather other
16:40businesses b2c on the other hand means
16:43you're a business that sells to
16:44consumers regular everyday people and
16:47not businesses b2b business to business
16:49b2c business to consumer and just like
16:51everything i've shared with you so far
16:53there's some significant differences in
16:55the way that you want to market your
16:56business market your service market your
16:58product market whatever depending on
17:00whether you're selling to businesses or
17:02people and this is why the next thing
17:03you're going to want to do is check out
17:05the video i have linked up right here on
17:07b2b vs b2c marketing so make sure to
17:09check that out now and i'll see in the
17:11next episode basically b2b marketing
17:13typically focuses on fewer but larger
17:15customers and b2c marketing on more but
17:17smaller customers this means for b2b
17:19type marketing you're going to have a
17:21little more incentive to put a little
17:22more punch behind your pitch because
17:24you're going to have to market to fewer
17:25customers

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