Many of us are working impeccably on our digital campaigns but are unable to get satisfying results.
Are you one of them who is spending tons of money on their campaigns but still not getting the desired results?
If the answer is yes, then you may have set all the campaigns right but there is only one thing which went wrong and needs your focus immediately and that is, Understanding of Marketing.
You must be thinking I am kidding with you as you have already hired the best of best digital marketers and have spent a good amount of money on your ads.
So how could you be lacking in Marketing?
The truth is Digital Marketing is more about marketing than digital. Digital is just a medium through which marketing is done.
A lot of people are simply implementing what they have learned over the years.
They are just implementing strategies and techniques.
They know how to run ads on Facebook, Google and other digital media platforms.
They know how to do SEO, email marketing, content marketing and other stuff.
You are very good at it.
But still, it is not giving the expected results.
Because they are just focusing on the digital part and lacking their focus on marketing.
Running campaigns on digital platforms are mere advertising.
Marketing is a bigger concept as it does not only includes advertising, sales or copywriting.
It encapsulates all the things.
Starting before the existence of the actual product or service to the sale of the product or service and after-sales as well, for retaining the customer and making him a loyal customer for life.
Fundamentals of MARKETING.
Marketing is a game of perception.
“Marketing aims to know and understand the customer so well that the product or service fits him and sells itself… The aim of marketing is to make selling superfluous.” — Peter Drucker.
Digital Marketing is very dynamic, the techniques and ways to reach people keeps on changing.
But if you learn marketing, marketing is not gonna change in the coming 1000s of years as it has not changed since 1000s of years.
It is rooted deep in the fundamentals of human psychology and as a topic, it has existed ever since the dawn of civilization.
If you know how to market and sell, you have a safe career.
Marketing is not only about creating creative slogans, ads or product.
It’s about studying and understanding the psychology of people and the needs of your customer.
It does not only mean selling existing products or services in the market.
Marketing is knowing and understanding your customer well and adding values in their lives.
You should know.
Who are your customers?
What do they want?
What are their problems?
How could you add value in their lives?
It’s about developing a product or service that satisfies the need or solve the problem of your customers.
If you develop a product based on the needs of the market, then you don’t need much marketing to sell it.
Some people learn marketing and use it in an unethical way to sell the low-quality product.
You can generate sales by good marketing of a bad product but it will make profits only for the very short term and you will lose the trust of the people.
Marketing is all about building trust with a lot of people.
Trust is a very scarce resource. It takes a lot to build trust and being a marketer, your job is to build the mass trust.
If you have developed a good quality product, then you just need to send the right message, to the right person, at the right time.
A good product sells itself.
A great product converts your customers into brand ambassadors.
So, always focus on adding values to the lives of your customers as word of mouth marketing is the best marketing channel ever.
In the last few decades, marketing has evolved, the way of consuming the content and information has changed and so have Marketers. The traditional form of marketing has evolved into its digital form.
Let’s just dive deeper to understand these two different forms of marketing.
Traditional and Digital Marketing.
Have you ever wondered, why there are so many billboards on the roads?
Did you ever feel frustrated, when there is an ad break on TV during your favorite programme or movie?
If not now, maybe in your childhood?
Did you ever notice, there are some pages in the newspaper which are filled with stuff that is not news at all and we bother least about them?
These all are some of the traditional ways of marketing. Marketing in which no digital medium is involved.
When your product is generic and you need to target a wide audience, traditional marketing like ads on TV, radio, newspaper, magazine, is useful as it is very cost-effective and has a very wide reach.
But today we are living in the digital era. An era of Facebook, YouTube, and Instagram.
We are consuming the content through the digital medium.
So, marketers have changed their way of marketing.
Now, they are not only limited to traditional ways of marketing, they have also adopted the digital way of marketing, which is now we all know as Digital Marketing.
These marketers are using digital platforms such as Facebook, Google, YouTube, Instagram, Websites, etc. for their marketing campaigns.
Today, you can easily run your campaigns on digital channels.
You can run your ads on Facebook.
You can run your ads on YouTube.
Digital marketing is not limited to social media, you can run your marketing campaigns on Google, you can promote your business through your personal website and there are ‘n’ numbers of ways for doing it through the digital medium.
Traditional Vs Digital Marketing.
According to “Wikipedia”, TV alone has a reach of approximately 800 million to 1 billion in India. While according to the source “Business Standard”, Radio has a reach of around 65% population of India.
Looking at the figures and data provided by the sources, the reach digital marketing has is nowhere close to the reach of the TV alone in India.
But digital marketing is the best medium to reach the affluent English speaking population of not only in India but also in the world.
Though traditional marketing involves low cost when you want to reach a wide audience. But digital platforms give you an immense opportunity to sell your product or services from any part of the world to the whole world.
Both traditional and digital marketing has its own advantages and drawbacks, the way to reach your audience and customers completely depends on the product you have or the services you are providing.
If you are using digital marketing to reach your customer, you need to focus on CATT marketing funnel.
What is CATT marketing funnel?
Let’s talk about it.
The CATT Marketing Funnel.
The CATT marketing funnel talk about the formula of wealth, which is:
Wealth= n^ CATT (n to the power of CATT)
N is Your Niche.
C is Your Content.
A is the Attention you needed.
T is the Trust you need to build.
T is the Transaction (sales).
“Deciding where to compete is half of your success.”
Your success and wealth in digital marketing completely depend on your niche. Choose a category and become a leader in that category. You don’t have to be the No.1, you have to be the only one.
You must be wondering when you have an ocean of opportunity, why to choose and stick to a particular niche. After all, you can make more money and your chances of success will increase if you work in multiple niches.
But remember my friend, the sun’s rays do not burn until brought to a focus. Working on multiple niches and not sticking to a particular niche will simply consume all your efforts, time and money for no result.
Just think in this way, God forbid if you will ever have any problem in your teeth. Where will you go?
To a dentist or a general physician?
I know you will go to see the dentist. You know why?
Because customers are always rational. They will always prefer a specialist over a generalist.
It’s better to be a master of one trade than to be the jack of all trades. That’s why selecting and sticking to a particular niche is important.
Your content is your asset.
The job of a Content Creator is to provide value to its audience. No one will ever consume your content if it’s not useful for them and it’s not adding value in their lives.
There is plenty of content over the web. If you really want to grab some limelight and want to get the attention of your audience, then you need to stand out from the rest and focus on providing quality content to your audience.
Content drives attention.
The right content will always get the right audience. If you have created some useful content, you will definitely get the attention.
Use your content effectively and make it a force to drive more traffic to your content so that your audience can know that you have something better to offer them.
Trust is the key to success.
Marketing is a channel to build a strong brand. A strong brand emerges from building strong trust.
Your job being a marketer is to develop trust.
You can build trust with your audience by providing them with some useful content and information. You can use “Deep Marketing” method to build trust with your audience.
The transaction becomes easy when your audience trusts you.
You have provided quality content to your niche audience, you have attention from them, they trust you, now you can easily focus on generating leads and converting them into your customer.
People with great content and product sometimes fail because they are only focusing on marketing through one channel.
I have seen people who have a very good product to offer but they are trying to sell it through a single channel. This is not how things work online. You need to create a mechanism to sell online.
You need to focus on integrated digital marketing rather than just pitching through one or two-channel.
Let us understand how Integrated Digital Marketing can create a selling mechanism for you.
Integrated Digital Marketing.
Integrated digital marketing creates a snowball effect, which is invincible.
As search engines continue to change, your strategies for maintaining a powerful, online presence should change. Earlier a single marketing technique could give you substantial result but now, a single marketing strategy couldn’t give you a huge impact.
But when you combine a lot of digital strategies into an “integrated digital marketing” campaign, it immensely multiplies the effectiveness of its every component.
The integration of all the available method of digital marketing will create an automated mechanism that will not only increase your revenue but also your customer base.
Some people focus only on growing the influence of branding of their business and they undermine the influence of personal branding. But personal branding is as much as important as the branding of your business.
Why am I saying so?
Let’s discover why !!
The best known will always beat the best.
Personal branding is not self- marketing. Neither it’s about advertising yourself. It’s about creating the values in the lives of others and being known for it. It’s about creating a perception of yourself in the mind of others.
A personal brand can give rise to many other brands. For example, if Elon Musk would start a new venture, he will easily get a lot of investors to invest in his venture.
But that wouldn’t be the case if an unknown person starts his business, he has to face many challenges to get the funding even from his relatives or friends.
That’s the power of personal branding.
To establish yourself as a brand, you need to build trust with a lot of people because a brand is something which is known to people and has credibility and authority with it.
To build trust with a lot of people which I call MassTrust, you need to understand the evolution of personal branding or what I call “MassTrust Blueprint”.
The Evolution of Personal Branding.
I have created this blueprint for the people who want to start their Personal Branding journey from scratch.
In this blueprint, I have talked about six components through which you can build your Personal Brand.
Learn a new skill through concepts, facts and procedure.
Understand the Concepts.
Remember the Facts.
Practice the Procedures.
Once you have learned the skill, go and get yourself a job or work as a freelancer.
Put your newfound skills to work.
Go from practice to implementation.
Implementing it in the real world will give you a better understanding of it.
Write about what you have learned.
Write what you have experienced through your work.
When you write, you understand it better and it will also start building your personal brand.
Now that you have learned the fundamentals, you have experience and a personal brand through your blog.
Start consulting other business instead of working for them.
Guide other people who want to become like you.
Mentoring will help you scale your understanding and your personal brand to a whole new level.
Once you have reached to this level, now it’s time to build your startup.
Start selling your own product or service with the experience of the market and expertise that you have developed over the years.
Brand building is a process and it takes time, you could not create a brand overnight.
This blueprint is like a decoded mantra for building a personal brand. Follow this blueprint and you can create your personal brand.
If you want to read more about, how can you learn Digital Marketing?
You can read my comprehensive article on How to Learn Digital Marketing.
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