in today's episode I'm going to share with you one of the best digital
marketing strategies available today a secret strategy that very few even know
about and even less are using and the beauty of this strategy is it isn't
going away anytime soon so you can learn it today and you'll have it in your tool
kit for the rest of your business life so let's dive right into it
hey there my name is Adam Earhart marketing agency owner online
advertising consultant and modern marketing strategist and welcome to the
modern marketing show where we help you grow your business by making way better
marketing so if you're interested in learning the latest and greatest
marketing strategies tools tips tricks and tactics well you may want to
consider subscribing and hitting that notification bell alright so let's talk
digital marketing strategy specifically one of the best digital marketing
strategies available today like I mentioned very few even know
about and even less are using a strategy that's going to allow you to increase
customer touch points become omnipresent and essentially be seen everywhere and
at the end of the day put more profit in your pocket it sounds like a song hook
and like I mentioned at the beginning this strategy isn't going away anytime
soon which means it's going to be just as relevant in the next three years five
years maybe even ten years so by learning it here today you're going to
be able to apply it across all areas of your business and your marketing for a
long time to come I can almost hear you asking what is
this magical marketing mister you speak of Adam and the answer to that my friend
is Oh - OH - OH or online to offline to online or the
reverse of that offline to online to offline now if you've heard of this
strategy before make sure to leave me a yes in the comments below and if this is
totally new to you then leave me a note in the comments below but knowing what
this strategy is and how to actually go out there and deploy it in your business
are two completely different things so let me give you some context behind the
strategy and then a sample of what this might look like and how you can apply it
today now the first thing you want to understand why this is such a valuable
strategy is that it's going to enable you to easily increase customer touch
points now the statistics vary depending on what market or business or industry
or even what price of the product or service you're selling is but on average
customers are going to need between six and twelve different touch points or
interactions with the business before they actually go out there and make a
purchase also we as humans and as consumers have been trained to associate
frequency with trust meaning that the more times you can show up in front of
your ideal customers with your brand and your message and your product and your
service well the more likely they are to trust you and when they trust you the
more likely they are to buy from you there's another factor at play here as
well which has to do with our brains limited ability to only hold kind of one
name or one brand in mind for a certain product category for example if we think
of say breakfast cereals most people might probably naturally say something
like Kellogg's if we think of fast-food places
McDonald's was probably gonna gravitate to the forefront to your mind if we
think of soft drinks probably coca-cola laundry detergent maybe Tide
you get the picture now of course you're gonna be able to think of other brands
and other products just like these and maybe even list them out but the reality
is is there's probably one name or one brand that pops to the forefront of your
mind very quickly and and first if not the only one and the reality is is that
you want your brand and your product and your business to hold that incredibly
valuable real estate in the minds of your consumers and one of the best ways
to have your brand or your business become synonymous with the
Couture industry you're in is to increase touch points that you become
the most relevant and the most thought of and the most present brand available
the next reason that an O - o - o strategy is so incredibly valuable it
has to do with multi-channel marketing and essentially what we want to be doing
here is communicating with our customers with our potential prospects and with
anyone who's likely to do business with us
well we want to be communicating with them on their chosen channels the areas
that they want to communicate with now online is kind of a no-brainer and in
fact with just a little bit of demographic research you'll quickly be
able to determine which social media platforms and which online sites are
going to be the most relevant and the most valuable for your business to be on
in order to communicate with your market but what many brands are missing
especially those that communicate with Millennials and younger generations is
that direct mail and sort of hardcopy print is still an incredibly viable
strategy to reach a younger demographic in fact studies have shown that
Millennials still really enjoy receiving direct mail in the actual physical mail
box so could be a useful strategy especially when deployed in an OT o
strategy sequence the other reason you always want to be thinking of a
multi-channel marketing strategy is that essentially it limits or at least
mitigate some of the risk involved with being only on a singular platform for
example Facebook could shut down your ad account or YouTube could throttle the
delivery of your videos or your emails may not be able to be delivered to your
market all of these could cripple a business that only was using one single
channel so mitigating risk by diversifying your platforms is one thing
but there's another one entirely that very few people talk about and that's
that some channels are actually more valuable than other channels when it
comes to a revenue per customer or revenue per subscriber you see the
higher the barrier to entry into a channel well the more valuable that
customer or lead or prospect becomes for example it's really easy to kind of
click on an ad and enter your email address to download a free lead magnet
but it's a lot more challenging to write out your physical address and receive
something in the mail which shows a higher level of commitment and tends to
indicate a higher value customer or potential prospect there is no
one-size-fits-all and one is definitely not better than the others which is why
you want to use them all in conjunction and this is where that ohto - o strategy
really shines now the next reason that an o Toto
strategy is so valuable and so important is that customers have already been
trained to kind expect it and they're already doing it
with some of the larger businesses now when it comes to online marketing and
digital marketing there's a lot of areas that the big businesses and the mega
corporations are really missing the boat really leaving a lot of money on the
table but there are some areas where they've got it right from years and
years of proper experience and using it and deploying it and and essentially an
o todo strategy is one area where they actually kind of shine now for most of
these they start as brick and mortar or offline stores essentially you walk into
a big retailer and you make a purchase well one of the first things they're
going to do if they're properly implementing an O to odo strategy is
they're going to try to collect some of your contact details to get you online
most notably these come in the forms of asking if you'd like an e-mailed copy of
your receipt ingenious and essentially it's a way for them to start that online
communication channel once they've got you online well they may email you
things like surveys or coupons or discounts or promotions or things of
that nature all of which or normally are intended to
drive you back to the store into that offline channel so essentially what
they've done is they've taken you from offline to online and back to offline
again and the cycle is going to continue as long as they've got relevant offers
to you and if you're an online business well the strategy applies just as well
to you only we do it in the reverse order we take someone from online we
ship them something offline and then we return them back online and again the
cycle continues all right so now that we've got the basics covered let's go
through a simple five-step Oh - OH - OH - OH - OH so that you can see how this
might apply to you and your business so you can start to experiment with it and
start to realize some of the rewards that this strategy presents for starters
just because it is by far the lowest barrier to entry let's start with an
online offer so something we could do here is offer some kind of free cheat
sheet or blueprint or downloadable PDF or lead magnet essentially we want
something with a low barrier to entry so we can collect that online name and
really begin the customer journey that way next we want to take this
relationship offline so what we want to do here is perhaps mail them a
newsletter or a free plus shipping book or if you've got a physical product we
can mail them a trial or a sample size or something of that nature basically
what we want to do here is collect their mailing address so we can get them
something in the mail alright so now that we've
taken the relationship offline it's time to bring it back online and there's a
number of ways we can do this some free ways include providing additional
training or additional information on the product or the service that we've
just shipped them through the mail or we can also perhaps move them back online
in order to make a purchase this could be paid information in the forms of a
course or some training or consulting or it could actually be another product
that we're going to ship them again in the mail but we're gonna take the
delivery online all right so now that's all done and it's time to take things
back offline and essentially all of the strategies that we talked about well
they applied just as well at this stage as they're gonna continue on and on and
on depending how long you want to take this so for example we could ship them
another physical product maybe something more valuable or something that actually
requires another purchase and then what we could do is we could take content or
information and package it up physically and get that to them as well and in
carrying on with our theme now that they're offline well it's time to bring
them back online and again all of the examples apply here
perhaps some additional content some additional training additional videos
whatever the case may be and on and on and on the sequence goes essentially
increasing touch points increasing the omnipresent multi-channel effect and
building trust and communication across a variety of channels strengthens your
business and mitigates risk all right so the next step is to check out the two
videos I have linked here the first is 17 guerrilla marketing tactics for
entrepreneurs which is going to give you even more creative ideas to effectively
market your business and the second is 20 of my most proven and effective
digital marketing strategies for small business choose whichever one you find
the most interesting and relevant to you and I'll see you in the next video