EP70: After the Click
Here we are ready for another podcast.
Let’s get to it.
Online marketing has two different viewpoints.
One viewpoint is from the customer, while the other is from the creator [the marketer].
As a prospective customer, you have a unique viewpoint based on your perception of the marketers' product or service.
In the case of Disney, there are probably not many people that do not know the brand.
Disney has theme parks, movies, animation technology, and travel destinations, including hotels in many parts of the world.
So any Disney advertising would have a good chance of attracting attention because Disney has built up a good reputation.
But if a marketer is new to the world of marketing or introducing a new product, it becomes very important to establish a reputation and to create resonance with the prospective customer.
Today's podcast is entitled “After the Click?!”.
So naturally, you may be thinking about what happens after someone reads a marketing piece, and decides to click on the link.
That was what I wanted you to think, but it is not what I want to talk about.
Not for long.
Remember, a while back we talked about planning out things (you know our goals) and working from the end backward.
Our goals are what we want, but to achieve them, we must create a plan that ends with our goals in mind.
Clicking on a link is the goal.
Maybe though, what happens after the click is the true destination.
So you have a goal…
The prospective customer has just finished reading something captivating.
They watched an impressive video.
They were told an exhilarating story that took them down a path toward a fairy tale dream they may have had themselves.
They were ALL motivated to click on a link BECAUSE it just made sense to do so.
The marketing piece was designed to elicit a response.
To someone who already has a need that can be fulfilled, the response would be to click to get more information.
But for everyone else, where that need does not exist, the Ad would actively discourage the reader (in this case) from pursuing further information.
The LINK, therefore, represents the next step in their adventure. It is not, nor will it be the end.
By clicking on the link, or acting on the call to action, they get to continue down the rabbit hole. They get to see how far it will take them.
The journey they were on up to that point is an important one.
Especially if YOU are new at the marketing game.
Hey, even if you’ve been floating your boat in this sea for a while, I’m sure you can appreciate learning a new perspective too.
So what happens AFTER the click, MUST be engineered for the customer to keep on the journey.
This is all true.
But TODAY, we just want to master just one thing.
Get the click
You know there was a time when getting a click was quite easy and very inexpensive.
Today, neither of those things are true.
It is not easy, and it is sometimes quite expensive.
However, we are going to work smart and do our best to attract only the people we want to help.
Facebook made it clear a few years ago that they don’t like advertising that takes their customers - yeah they are their customers - off of the Facebook platform. They prefer to keep them on the platform scrolling their lives away.
So to make Facebook happy, many advertisers have changed their way of marketing to attract clicks and comments. This way they can retarget them.
I’m not going to teach you how to do that.
You can learn how to make Facebook happy, or you can figure out how to make your customers happy!
Which one do you think will make your business happier??
I’m going to teach you a simple way to attract people in a way that makes them lean in and take notice of your message.
If done right, instead of clicking a link, the call to action will simply be asking them to communicate with you directly.
You probably thought about them sending you a DM or possibly just leaving a comment.
Not sure about you, but I don’t want to be hanging out on Facebook conversing with people all day long.
Does that sound like how you envisioned spending your business day?
So, let’s not do that
I want to use the Facebook platform to find customers - who are interested in learning more about solving a problem they may already have.
Then off we go and continue communicating with those warm prospects.
So how do we do it?
Very simply - we just ask them to email us.
It cannot be any simpler than that.
Did I just say, to ask the reader to email you?
And here is why!
Here are a few things that this does for us.
We're not inviting them to a landing page, or another website. That’s what everyone else does.
We simply let them know that we respect their time, and understand that their email is theirs to give or not. Everyone else wants to TAKE their email, and then spam the life out of them.
We’re not going to try to entice them to sign up for emails. Everyone else puts bait out in front of them to force an email out of them.
We do want to help them, and we let them know we can. Most everyone else is just looking for as many emails as they can get – for them – it is just a numbers game.
If our prospects would like to talk about it more, they simply just send us an email, and we’ll promptly get back in touch and continue the conversation.
You may be wondering how in the world does this work?
To be honest, this is nothing more than old-school marketing at its best.
This type of marketing was used decades ago.
Possibly before you even started swimming in the deep end of the pool.
So, it appears new to you.
It would appear the same to anyone reading the FB ad too.
Exactly how it was intended.
Exactly why it will work wonders.
Will it be slower than traditional FB Ads?
What you will find, is that the majority of those that do respond, by sending an email, are highly motivated prospects.
The reason for that is that they are the ones initiating contact.
In traditional marketing, you may expect different outcomes.
Especially for a FB Ad, where they read (blah, blah, blah) and choose to share their contact info, possibly for a tripwire, and most likely shuffled over to a landing page for more intrigue, coercion, and countdown timers, where bonuses are expiring unless prompt action is taken.
However, with our concept, the prospect, is not coerced. They are not bribed. There are no countdown timers. They are free to choose to work with us or not.
The old-fashioned way.
By the way, the old-fashioned way works quite well.
You may be wondering what happens after they send you the email?
What happens is completely up to you.
You could have a Gmail vacation reply email sent to them, detailing how you want to continue the conversation.
For some of you, a calendar software link to schedule a meeting would be appropriate. And not so much for others.
You could have a link to a landing page that is nothing more than a multi-page presell site designed to ask and answer the most pressing questions, break down barriers, and reinforce others—all to make a sale.
Still, others may just want to get on a Zoom call, and talk it out, the old-fashioned way.
I think you would agree that if you HAD to pay for advertising, this may be your best option if you have limited funds and want to have the best outcome.
This strategy works.
It worked in the past, and it will work today too.
Why not put it to work for you and your business.
I’m calling it.
This ends another podcast.
I’ll talk to you again next week.
Bye for now.
James "Old-Fashioned" Brown
P.S. - In the event, you DO find that once an episode has been produced and posted, that YOU really would like more information, just let me know. Use the Podcast Questions link, click on the link here. Or you can just leave a voice message here.