Friday, December 08, 2023
To get started, and be found online, you have to be visible. Meaning you must be on every single channel possible, creating content on every single channel, and being recognized.
That is how you get found. Otherwise, you’ll just be another marketer, entrepreneur, freelancer, whatever, who’s struggling to get clients, or nobody knows about him because he hasn’t said a word about what he does.
Quiet mouths don’t get fed. So talk. In my Magnetic Story Selling book, I talk about how you have to repel some folks who are not a good fit for your business. And truthfully, there are some that aren’t. Not every dollar is a good dollar, if it robs your peace, time, or other things you care for in life.
1. Understand Your Audience
You understand your audience inside out. This is direct marketing 101. Who are they? What are their pain points? What solutions can your business offer? Tailoring your online presence to speak directly to your audience's needs is not just effective, it’s essential.
Think of a guy, who runs a custom guitar shop. He thought he was selling guitars. But when he understood his audience, he realized he was selling dreams - the dream of being a rockstar, of music that touches souls. He reshaped his online messaging to speak to these outcomes, and his business transformed.
2. Direct Response Marketing
Utilize the principles of direct response marketing in your online communications. Every piece of content, every email, every social media post should have a clear call to action. Encourage your audience to engage, to respond, to take action. Whether that's to an opt-in for a landing page it is helpful to build your herd and make a list.
3. Crafting a Compelling Brand Narrative
Your brand's story is your goldmine. Craft a narrative that’s not just heard, but felt. What's the mission behind your business? How does your journey resonate with your audience? People connect with stories, not just products or services.
A great example is the story of Apple. Steve Jobs didn't just sell computers; he sold an experience, a lifestyle. He crafted a narrative of innovation, simplicity, and breaking the status quo. Your brand story should be just as compelling.
4. Building and Leveraging Relationships
Networking isn’t just for face-to-face events; it’s crucial online as well. Build relationships with other businesses, influencers, and thought leaders in your industry. Collaborate, cross-promote, and support each other. This network will be invaluable in amplifying your online presence.
If you look at Oprah, and her rise. Her empire wasn't built alone; it was built through connections, through relationships with her audience, celebrities, and influencers. Your online strategy should aim to build and leverage these relationships
5. Utilizing Strategic Partnerships
Form strategic partnerships. This step goes hand in hand with building relationships. Partner with businesses that complement yours. These partnerships can lead to joint ventures, affiliate opportunities, and shared audiences.
Think of the Spotify-Starbucks partnership. They combined coffee and music, creating a unique experience for customers. Your online presence can greatly benefit from such strategic partnerships, tapping into new audiences and adding value to your offer.
6. The Role of Email Marketing
Don’t underestimate the power of email marketing. Collect emails ethically and communicate regularly. Your email list is a direct line to your audience. It’s a controlled environment where you can nurture and convert leads.
The goal is to build the list, nurture, keep the audience engaged and get your content read.
J.K. Rowling's Harry Potter website didn't just sell books; it kept fans engaged through emails, maintaining excitement and loyalty. Your email list is a direct line to your most dedicated followers.
7. Value-Driven Content
Focus on creating value-driven content. What expertise can you share? How can you help solve problems or address your audience's needs through your content? Blogs, podcasts, webinars – choose the medium that aligns with your audience’s preferences.
Russell Brunson, a master of content, doesn't just sell funnels or market offers. He educates, entertains, and inspires through his content, building a loyal following. Your content should do the same.
8. Consistent Branding Across All Platforms
Ensure your branding is consistent across all online platforms. Your website, social media, and emails should all have a consistent look, feel, and message. Consistent branding increases recognition and trust.
Coca-Cola, with its consistent red and white theme and classic font, creates instant recognition. Your online presence should echo a consistent theme, a consistent message, creating a symphony of branding.
9. Leveraging Offline Marketing
Don't forget the power of offline marketing. Incorporate your online presence in your offline materials. Mention your website, social media, or online content in your physical marketing. Use every touchpoint to direct people to your online platforms. Oftentimes your direct mail herd or your local herd has not seen or are aware of your online product or services. You want to make sure they are aware of both.
10. Monitoring and Adapting
Finally, monitor your results and adapt. Use tools to track engagement, conversion rates, and feedback. Be ready to pivot and adapt your strategies based on what works and what doesn’t, especially since platforms get regulated.
Now while I have given you the 10 steps…nowadays, it is often hard, not impossible, but hard to be found online. With millions, and millions of people posting each day, you have to stand out, creating compelling arguments about why you’re the best at what you do.
Many then ask the question: What should I talk about?
You can start by talking about ideas -- specific to the core relationship you have with the customer. You can talk about philosophical ideas. You can talk about information, such as research, biographies, success stories, pep talks.
You can entertain them with personal stories, but in order to do that, you must live vicariously.
You can talk about human-interest stories such as celebrities or experts. You can talk about current events happening around the world. I talk a lot about this in my personality in copy course, or the influential writing workshop, both of which you can find inside my Diamond Membership.
Ultimately, you want to get to a point where you’re building your own herd. Meaning you are getting more subscribers, more emails opened and click-throughs.
To do that you must have the raw materials such as traffic sources, which I recommend as many as you can if not all. Landing pages. And lead magnets (offer).
Now, like I said before, you must stand out to be found online -- you must do things differently. Most of the time what I like to avoid is doing so good that I start to build a diseased herd or a low-value herd. Which is different from a herd that is responsive and opens your mail, and pays big bills to you.
Now talking about herds, I have discovered that could well be the most important realization you ever arrive at as a business person. It is disappointing and frustrating at first but empowering if embraced and acted on.
Unless and until you have an affordable, efficient, dependable means of attracting a sufficient flow of qualified buyers, none of this being found online stuff matters. You cannot get rich and you may very well starve and you certainly won't have peace of mind.
Personally, early, I went through a painful phase of thinking that I should be successful by my great attitude and by my valuable products and services.
My life changed when it dawned on me that great was no better than lousy if I had no able, willing, ready buyers to present great ideas too. This is the key realization.
Most business owners sort of know this but they still focus on everything but this. Their education has been about the other things. Their condition, thoughts and efforts go to their deliverables and excellence with them – the restaurant's food and ambiance, the dental office’s technology and patient care.
Marketing is often viewed as a mysterious but necessary evil and not as a business. You are here because you are willing to reconsider that entire paradigm and that's a very good thing. It makes you a rare bird soon to take flight way above all others. The need for more leads and more customers for lifeblood exists in businesses of all shapes and sizes but few business owners ever develop formal, organized marketing systems to meet this need.
Instead, they constantly seek out the one magic bullet that will solve this problem… SEO, pay-per-click, social media, TV, billboards, radio, print ads. They hope that someone will provide the answer.
So when trying to be found online, be aware of this mistake. It isn’t a one-size-fits-all rule. You need to have a system in mind first.
You will often be sold onto the idea that you need to pour money into redoing all of your website or making a new video or buying online traffic, and other doodah. I call these random and erratic acts of and disconnected investments in attempted marketing. And can become chaos.
The more productive answer is to develop a system that attracts new customers to you in an organized way. When you have that system, it is far more important to be found online.
If you want more, you can find resources in my Magnetic Marketing System or by joining our NO BS Newsletter, which can guide you on how to be found online the proper way. But don’t wait…get started with your content today, as you are competing with folks who are producing each and every day. Marketing will be changing in the coming months if not years. You should teach a thing or two before having a CTA and other things which you can find internally at nobsletter.com.