Have you paid thousands of dollars for a website and for Google Adwords, social media platform setups, posting, or SEO?
Ever paid to learn about any of these?
There’s one BIG reason to consider paying for training or a marketing course and that is marketing is 90% pure theory. Hard to believe?
The reason and facts behind that statement is this…
Way Less than 5% of all marketing is actually factually MEASURED for its effectiveness
That means your website developer is probably going by theory and hearsay and their own (tested?) ideas as to the design to provide you with.
If your website developer didn’t talk about how to test the effectiveness of your site, with phenomenal free tools like Search Console, then that may indicate how much they are unwilling to put their knowledge to the test to verify their design works – to produce more leads and sales.
If you were educated about how to measure effectiveness of marketing you paid for, you’d very quickly see that a LOT doesn’t actually work. The marketing industry would be almost bankrupt so in its interest there is a culture of ‘don’t show people how to measure results’, and its been going on for many DECADES.
For 21 years I’ve trained and mentored business owners exactly HOW to measure all of their advertising ROI, incoming leads (conversion rates, sales etc.) when people phone the business, by record where every single call and where it originated. And in all my previous 4 businesses (since 1992) I’ve tracked every single inquiry to its source to identify where it came from.
The total cost of all that marketing for 27 years – with all clients’ marketing included is well over $100 MILLION in spending.
Of that more than 80% of it was completely ineffective, and ineffective in this instance is, that it did not produce any profit return for the cost paid.
You’d be amazed at how poorly the average service or manufacturing business’ website is built.
Sorry for the bad news, but that’s the facts seen by measuring – using two tools provided by Google…
If any marketing service provider doesn’t educate on the need for Search Console for your online marketing and Google Analytics (website developers should set up both of these for you), then its questionable as to whether their marketing service is based on theory and is ineffective, or is effective, and producing profit returning RESULTS.
You want results from your marketing – don’t you? Of course, but you also you also don’t just want ‘your name out there’ and then be one of the millions who indulge in The World’s Most Popular Marketing Strategy…
Do you know what that is?
Hope definitely is the world’s most popular marketing strategy, commonly used when people are about to pay for a marketing service of any kind (and in a lot of other areas in their business also).
If you’re not certain about who you choose as your provider, and the effectiveness of what you are paying for, then you’re almost sure to being indulging in “hope”.
Hope comes through from doubt and doubt comes from ignorance.
When we’re uneducated about a subject in business, its extremely easy to be “ripped off” from a service provider for what you are about to pay for.
Training isn’t expensive, its only hundreds of dollars, but since marketing services tend to cost thousands, it simply makes good sense to think about investing in training in some form of an online marketing course. Unless you like gambling.
How to Choose an Effective Online Marketing Course
Any marketing course content needs to reflect what your business needs and will benefit from. It’s all too easy to just focus on a platform like Facebook because everyone is doing it.
There is where HOPE is seen with a lot of marketing decisions, in the way people choose a marketing platform.
Facebook can be fantastic, for some businesses but definitely not ALL businesses.
Facebook ‘marketing experts’ commonly argue about this but that’s just a reflecting of their bias or ignorance or both.
Businesses that deal with large businesses and not the owner will waste any money spent on Facebook for their business. That’s because their target market, an employee of the large business, will definitely not be on Facebook while at work, or while ‘wearing their employee thinking cap’ while on their after hours.
There are other examples where Facebook is a complete waste of money.
Where Effective Marketing and Profit-Pulling Success from it Begins
It all begins with understanding your target market, their mindset and where they ‘hang out’ online.
If your target market is a person with a LinkedIn Profile then LinkedIn is probably (but not definitely) a good platform to market your business.
If you target market does searches for subjects or what your business offers then Google Adwords (and even Bing ads) will probably (but not definitely) be a good platform to market your business.
If your business is a very established and well known industry, such as plumbing, building, electrical contracting etc. then SEO will probably (but not definitely) be a very good platform to market your business (long term more than short term).
Notice the word “probably” there?
This is where wisdom gained through ten to twenty or more years benefits greatly with choosing any and every marketing platform.
These days a “marketing expert” can be someone who did a few courses on Facebook only. Of course they will tell you that ALL businesses can benefit from Facebook. That’s the way the world has changed, in that there are so many “experts” who’ve been around for just 2 to 3 years and know a little in a very narrow niche.
This is the trap for the uneducated and where education is the best ‘cure’ for ignorance.
The Second Most Critical Factor of Effective Online (and Offline) Marketing
The second critical factor that greatly determines marketing success that generates leads and sales is the execution factor.
Execution is HOW the strategy is implemented or put together.
Take the common, almost compulsory website.
What are the highest level of skills of a website developer? Is it in their marketing? Or is it in the programming and coding?
Which do you believe they have more training time on in a course they did?
If you don’t know ask them – before you choose to pay for their services! Ask them what topics they paid to learn about marketing. Are they Google Certified?
Here’s the truth (backed by volumes facts)…
90% of all websites miss the basic fact that customers are 1000 times more interested in what you can do for them, than they are in the company that provides the service.
When a website focuses on the company, how good it is, how many years its been trading, what it does, their are images of their products or services, and there are lots of “we” words all over the site, that is a site that is company, not customer focused.
This is quite obvious when you really think about it.
Consider a website layout and especially the wording to be like standing in a busy shopping center aisle. What you would yell out to get people’s attention is like the very first words seen on your website. If it was “We do all forms of electrical work”, for example for an electrical contractor service business, then very few people may be attracted to the stand where the person said that.
If however the words said out loud were “Here’s where to get 100% reliable, guaranteed electrical service”, the response would be 100% to 1,000% better.
This fact hasn’t changed in over 60 or even 2,000+ years because marketing principles don’t change. People are self-focused, especially when it comes to paying for something. People don’t pay to learn all about an industry, they pay for the outcome of what the pleasure or pain-avoidance service can provide them with.
People don’t pay an electrician to provide a service for a new ceiling fan, they pay for the comfort to their own lives. They don’t care about the electrician when they pay them, they pay for their self-focused or self-benefiting outcome.
This is where more than 90% of all websites fail.
They don’t have an absolute focus on the customer and their outcome, the primary focus is on how good the business is, its experience and the services it offers. There can be a MASSIVE difference in response and feeling towards the business between the two radically difference focuses.
What is Customer Focused Marketing?
Customer-focused marketing has people photos featured as the first image on the home page at the top. It shows happy people, ideally enjoying whatever service you provided (if it can be represented with a photo).
Next, your wording (the second most critical factor of marketing) of the website, starting with the MOST critical wording of all – is the headline. As per the example above, it has to be about the customer, so the word “we” is just the opposite of that.
Using the word “we” as the ‘greeting’ (or headline) on any website is like walking up to someone in shopping center and starting a conversation with we. It may get some results, but nothing like the results of a conversation with “you” used regularly.
YOU is the best word you can put into the website headline. ‘You’, ‘your’, ‘you’ll’, ‘you’re’ are all equally powerful and very beneficial to use.
The Most Commonly and Poorly Used Word to Avoid Using
Avoid using “we” everywhere on your whole website. It’s just self-promotion and not customer focused promotion.
One of Australia’s absolute best marketers is Chris Newton. He headed up Results Corporation and during the 90’s his company was the preeminent marketing training company. His company helped over 40,000 businesses to market effectively. He also talked in-depth about how to answer the phone to track all leads and see what worked and what didn’t.
Results Corporation was my second marketing mentor (after Jay Abraham – the world’s highest paid marketer) way back in 1992.
Chris is the master at using the word “you”, and all of his marketing was world-class and world-leading in its effectiveness.
Unfortunately the wisdom pf the 1990’s based on pure FACTS hasn’t been passed onto the average website developer or most other ‘marketing experts’ these days, nor the copywriting “experts” who typically charge $500 per web page for the ‘copy’ (i.e. wording) that they produce.
The overall quality of marketing has declined and because the sheer volume has increased the belief that “everyone does this” overrides what’s effective and proven.
Change your focus of marketing from “we” to “you” with your photo images and wording on your website and watch what happens.
There are a dozen critical factors in website design that unfortunately website developers, including major, big well-known companies just don’t know or don’t care to include when being paid for a new website.
There’s a LOT more to discuss on this topic including “load times” of every page on your website (which needs to be under 3 seconds and 5 at the most) that have been proven to reduce your number of leads, yet this is something else website developers don’t focus on.
The simple solution if you’re interested in doubling, or quadrupling your marketing results is to INVEST in an education on marketing. Pay for education, don’t just pay for the service. Take the guessing out of your marketing investment.
Every service provider of any marketing platform has “dodgy” companies selling their services.
The smart thing to do is to have a thorough, quality education on marketing so you not only know how to avoid these dodgy providers, but to also instruct your chosen service provider in what works.
To obtain the quality marketing education you need and will hugely benefit from you can simply invest in the Marketing Fast Track digital online marketing course. It will empower you with the wisdom and proof to instruct your website developer, Facebook PPC provider and Adwords manager.
Your investment could not only save you thousands of dollars wasted on poorly executed marketing, but also generate TENS of thousands more in sales due to the significant boost in leads and also the QUALITY of the leads. If you’d like to start with a FREE online marketing course here’s one.
Quality marketing, using the proven-by-facts- principles above definitely attract A-Class customers who are “warm to buy” and repels “price shoppers”. That means your sales increase even more than just generating extra leads.
Does that make an investment of just $397 seem worthwhile?
Find out more about the Marketing Fast Track online digital marketing course and when you can attend and start being wise and more importantly CONFIDENT about all your marketing decisions!
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