Improving Your Company’s Digital Presence, Part 2

How much more successful would you be if you had lunch once a week with insanely successful entrepreneurs who share their biggest secrets on how they think and achieve success? Grab your seat at the table because this is business lunch with Roland Frazier and Ryan Deiss.

Hey, Roland Frazier here.

And I want to share with you today some thoughts on how you can help your business to grow using digital marketing. Okay. What else are people asking about digital marketing? Why does digital marketing help with targeting your audience? This is something that is an ongoing challenge right now. And I've mentioned that I know people who are spending 500,000amillion, $2 million a month on ads on digital marketplaces or on digital platforms that now cannot spend that money and they can't spend it anymore because because of the changes that have happened in the ability to target people based on their the platform's ability to give you granularity of targeting. So where I used to be able to say I want men between 18 and 24 who are gamers who make $150,000 a year and live in California, Texas or Florida, which are three very, very good places to advertise, I can't say income anymore. And I might not be able to say gamer. I might not be able to say that I want them to have a job and in a professional career or have a college education or even to be married or to have children or not have children. I used to be able to pick all of that stuff. And that's really rapidly changing because of the privacy laws. So how effective we'll be able to target that kind of stuff going forward, I don't know. But what I do know is that if we can create a message that then allows people that come into our marketing world to self select and give us information about them, then that becomes first party data as opposed to third party data. And we'll be able to use that that's not yet heavily controlled unless it's medical or financial. So if we have an ad, let's say that goes out online on Facebook or TikTok or YouTube or wherever, and we're looking for people that are interested in building muscle and we have a supplement company that helps, that helps build muscle, then we can put that ad out or content out about that. And when people click the ad, then we can pixel them, meaning that we can plant a little bit of code or give ourselves information about this person in our audience and then that becomes first party data for us. We now have that information about them. So we'll know that this is someone that we think is interested in our stuff and we'll be able to retarget them. Meaning that since they clicked on this ad about building muscle, we'll be able to go to the third party platform and let's serve more ads to this person about building muscle. But we won't really know anything else about them unless, or at least not much, depending on the platform and the rules and the privacy at the time. But here's what we do know, is that if they click on that ad and now we know that they were interested in that, so the that's great. And maybe they opt in and give us their email in exchange for a free report or a free sample or more information or to sign up to be on our list or whatever it is that that is the offer that we're putting out there. Well now, once they've done that and.

They'Ve come into our world on our.

Site, we could say, hey, can we.

Ask you a few questions?

Or take this quiz and find out if you're what kind of muscle builder you are or what kind of what's the best muscle for you? Or whatever. And when they do that, they're providing us with information that will then allow us to know a whole lot more about them so that we'll be able to serve them the ads that will be most likely to appeal to them and that they'll be most likely to act on and purchase. And then everybody wins. They get stuff that they're interested in, they don't get hit with a bunch of ads they don't care about. And they also get the opportunity to buy stuff that we make or services that we provide that they'll enjoy.

So that's really the advantage.

And we can do this through a series of tags that we put on people who click on emails that go out. So once we've got that email, we can start sending them content and then if we're smart, we're going to send them content that will tell us something about them. And so maybe we send an ad on how to build muscle with supplements, one on how to build it with cardiovascular activity and aerobics, one on how to do it with weightlifting and bodybuilding, or for different purposes, like do you want to really bulk up or do you just looking to get a little bit of tone, that kind of thing. So now the content that they consume that they click on and that they read or that they click through on, we will get the ability to track that information and data and then that is tagged in our CRM or Our email system, our customer relationship manager, that's what CRM is. Then we can use that data to know what other content should we send, what are the emails that they're going to be most interested in, and then what are the offers that we should include in those emails that they will likely most be interested in. That helps us keep them in our fold with good content and keep them opening things that are relevant to them so that they open our emails. And then ever so often, generally it's every third to fourth one we're going to send them an offer and because we know the kind of content that they're consuming, then we'll be able to send them offers that matter. So that's really like, we don't generally get that on television. I don't know yet how we reach out in broadcast television to be able to say, hey, remember when you clicked on that ad, here's some more stuff. We're serving this ad to you because you clicked on that ad. Not, not yet that I'm aware of, doesn't mean it doesn't exist in some super advanced thing right now. But that's really the big advantage of online versus offline. So with radio and print and television, those traditional media, you don't really know the specifics. And even when somebody interacts with your ads and responds, unless you can get them into your CRM system where you can tag them and get some more data, it's really hard to be able to re access them with the things that are going to be most interesting to them and with the things that they're most likely to convert on and therefore with the things that you can afford to pay the most to go out and reach them, because you know that the people that you're reaching are going to come back and spend X dollars or euros or whatever with you so that it's profitable. So that's, that's really kind of an interesting thing. And then another question that I get asked a lot is how can you utilize SEO, search engine optimization and search rankings in your business? And here's how that works, basically. So generally if you're searching for something online, then you put a search term in and Google or Bing or Yandex or wherever you are is going to give you the search results. And what we generally want to do is for whatever product or service we have, we want to do keyword research to identify who are the people and what are the search terms that people are using that are most likely to buy our products. And so you have to think about a few things here you can think about how many of my customers are hot to buy exactly the product that I offer from me. These are people who are solution aware, meaning they're aware of the solution that my company provides and they are problem aware, meaning that they're aware of the challenge that they've got. That's the change that they want, the transformation they're looking for that causes them to want to buy my product and they're also aware of my product. So that's very, very hot buyer. We really like those people. So the search words for that, if I've got a riding instruction company, a horseback riding instruction company would be horseback riding lessons, San Diego, right? Or even better pricing or coupons or discounts or specials or promotions for horseback riding lessons in San Diego. That would be a very specific customer that is ready to buy because they know they're looking for horseback riding lessons. They know that they want them in the locality that my horseback riding company is in, in San Diego. And they're looking for pricing or they're looking for coupons or discounts or specials. And so that means they're very likely to do this immediately. So knowing now that those are keywords that are going to be very, very valuable to me to own, I'm going to pay more to bid on those keywords if I'm advertising and if I'm creating content, which is SEO is generally not paid advertising. It's more about creating content that will rank. So at that point I'm looking at how can I rank for those terms. I'm going to put out content that speaks directly to those terms that is better than anybody else's content that's out there. And then I'm going to try to get links to that content. And there's several tools that you can use for that. That's there's SEM, Rush Semiconductor R USH, SEMrush is one, Ahrefs is another. Those are two that I think are probably the most common. And then you can find out what types of questions are people asking that might be perfect for you as well. Using a tool called Answer the public@AnswerThePublic.com so once we've got an idea of what these keywords are, we've done our keyword research and Google has a very good keyword research research mechanism within it too, within AdWords, so you can use that too. So once we get an idea of what the keywords are, then we know that it's time to create content. So the content that we're going to create needs to contain the keywords so that the search engine says, oh, this content is about that. And if it gets enough links and consumption of that content, then it's something that's going to be ranked higher and that's going to be good. Now that's all very well and good, but that's hard and, and so a couple of shortcuts that I found to be super effective here. One is video versus blog. So versus text. Thinking about video, when you create videos and you properly SEO them on YouTube, my experience is it's a lot easier to rank a video and YouTube is the second largest search engine out there. So a lot of people don't know that if I'm trying to do something quickly and get quick results, then I'm going to probably try to search engine optimize my videos on YouTube before I try to search engine optimize text for Google generally. Right. So what's cool about that is videos can show up in Google. There is a whole tab of videos that you can search in Google. And you know, coincidentally a lot of those videos that come up happen to be YouTube which is owned by Google. But what's also cool is that as your video gets successful, you can put links in the video to your text based site as well, which can help that rank on Google faster. So there's a whole lot of that, more than we have time to cover here. But that's a really cool kind of hack to get up in the rankings faster. The second hack to do that is to look at who are the people once you've done your keyword research to go and put in the search engine that keyword and see who's already ranking in the top five spots for that keyword term. So in our case I think it was horseback riding lessons, pricing and discounts. San Diego So who's already got that and how can I get that space that they've already got? The easiest way to do it is just to buy it so you can go in and you can acquire their website. Now obviously they have to consent to that. So you're reaching out. But think about how long it took them to rank there. And a lot of people who have those rankings either don't know what they're worth or they're not monetizing them, or their business just isn't that great or they don't care about it, or they didn't even know because they just happened to have been around forever putting out great content. And so you have the ability to potentially go in and acquire their already ranked websites and then instantly have the ranking. So that's a really fantastic way to do that. And that is some of the answers to your questions about digital marketing online.

You've been listening to Business Lunch with Roland Fraser. If you're enjoying the show, let us know by subscribing and leaving a review. And for more information, go to businesslunchpodcast.com thank you for listening.

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