- When it comes to getting noticed, being heard,
and getting someone's attention,
you've got a number of different marketing tools available.
But in regards to speed, control, and efficiency,
nothing even comes close to advertising.
Which is why in this video,
we're talking about how to get anyone's attention
and the five best reasons
to use advertising in your business.
Let's get to it.
(rock music)
Hey there, my name is Adam Erhart,
Modern Marketing Strategist,
and welcome to the Modern Marketing Show,
where we help you make marketing that matters.
If you're interested in learning about the latest
and greatest marketing strategies, tools, tips, tricks,
and tactics, well, you may wanna consider subscribing.
All right, let's talk advertising.
Now, there's no denying that advertising is everywhere,
and according to the statistics, we're now subjected to,
on average, around 5,000 ads each and every single day.
That's a lot of ads.
Should your business really add to the noise, the mess,
and the confusion?
Well, I happen to think so, which is why in this video,
I'm gonna give you my five best reasons
why I think advertising is a phenomenally valuable tool
for helping you to grow your business,
your impact, and your reach.
Also, keep in mind that the tips
that we're gonna cover here,
they apply equally well
to offline and to online advertising.
It's all pretty much the same
in regards to promoting your message
and getting in front of your target market.
Only things that are gonna vary
are the tactics and the exact tools and resources
that you're gonna use later once you've determined
whether this is a viable strategy for your business or not.
All right, so, we're starting off with number one,
which is probably one of the most important elements
of advertising and what makes it such a viable tool
is the fact that is gives you such incredible control
over your message, over the delivery,
and over who you're showing it to.
You see, when it comes to word of mouth marketing
and referrals, which are phenomenally valuable tools,
well, you don't really have direct control
over just how many people
are gonna be referring your business,
which means if you want some new business,
it's really hard to go out there
and push other people to start referring you more.
Sure, there's tools you can use,
but you don't have direct control over it.
The same can be said for SEO, or search engine optimization.
Again, you've got influence
over how your website's going to appear
in the search rankings,
but you don't own Google, and so, therefore,
you can't go out there and directly boost your page
up the rankings.
The same is also true about social media content
and trying to create something that goes viral.
Again, you can influence this
by making sure you're following best practices,
you're creating educational, informative,
and fun content in general, but whether it hits or misses,
well, that's entirely up to the market.
With advertising, on the other hand,
you have complete control,
which means you can control the message,
you can control the targeting,
you can control the media
on which you're going to place your ads.
You can control pretty much everything,
and probably most importantly of all,
if things are working really well,
well, you can scale it up.
More on that in just a second.
But if things aren't working well, you can pull the plug,
and when we're talking about online media,
you can pull the plug really quickly
which is gonna minimize your loss
and give you another chance at that.
The next reason that advertising
is such an incredibly powerful tool
in order to get someone's attention
is that it allows you to be maximally efficient,
meaning nothing goes to waste here.
This is mostly due to the fact
about the previous point we just talked about in control,
in that you're gonna have direct control
over the demographic details of the people you're targeting,
including their age, their gender, their income,
occupation, their titles,
their geographic details like what city or state
or province or country they live in,
and their psychographic details like their attitudes,
their interests, their beliefs, opinions, affiliations,
organizations, whatever groups they may be a part of.
By having control of all of these elements,
you can ensure that your marketing message
is going only directly to your most ideal
and perfect target market, ignoring everybody else.
Do you wanna target new moms who read Forbes,
travel frequently, and do yoga?
Well, you can do that.
Or do you wanna target active seniors
who like golf and skiing and live in California?
'Cause you can do that too.
The key here is having a really clear understanding
of who exactly your ideal target market is,
because the more you know about them,
the better and more accurate
your targeting is gonna be able to be
and the more efficient your advertising is gonna become.
All right, moving right along to point number three
of why you should use advertising in your business
is none other than speed.
Time is money, as they say,
and then, advertising helps to kickstart your campaigns
by getting in front of people as quickly as possible.
You see, when it comes to marketing
and spreading your message,
you got a couple different resources available,
namely, time and money,
and you can choose which one you wanna prioritize,
depending on where you're at in your business
and which one's more important to you right now.
If, for example, you're in no rush,
you've got all the time in the world,
well, then you can afford to take things slow
and build things up organically.
But if, on the other hand,
you want to build your business
and get it as profitable as quickly as possible,
which is normally the way things like to go, well then,
here, you can afford to trade a little bit of money
in regards to speeding that up
and getting in front of more people a whole lot quicker.
The beauty here
is there's pretty much no lead-up time required
except for putting together the ads, which hopefully,
by already having a really clear understanding
of your ideal target market, shouldn't take too long to do.
The next reason that advertising
is such an incredibly valuable tool
is that it allows you to test your ideas quickly
and really easily.
This means if you have a new product or a new offer,
a new service,
or even a new business that you wanna test
and get some market research back on,
you don't need to conduct surveys or focus groups
or anything like that.
You can simply launch an ad
and see how it resonates with your target market.
Are people just ignoring the ad,
which kinda shows no interest?
Or are they clicking the ad,
which at least shows some interest?
Or even better, are they actually buying right from the ad,
showing real, tangible,
and proven interest in what you're offering?
Also, when considering offline or online advertising,
well, my advice is to start with online first
because the feedback is near instant
and you can find out really quickly,
something hits or misses.
You can take this knowledge
and then you can transfer it to offline marketing,
which typically takes a little bit longer
and can be a lot more expensive.
The beauty with using advertising as a testing method
is that it doesn't force you
to rely on gut feeling or intuition
in order to make really important business decisions.
You already have to spend thousands and thousands of dollars
on expensive focus groups or surveys.
Instead, you can get accurate information in real time
directly from your most ideal and perfect target market.
The fifth point and one I touched on earlier
is that advertising is scalable,
meaning that when you find something that works,
you can do more of it quickly and easily.
And with advertising,
you've got two different scaling options available.
Horizontal scaling, which allows you to move onto
different platforms and leverage different audiences,
or vertical scaling,
where you simply dump more money
into the advertising campaign,
as long as it's generating a positive return on investment.
The key, and whether we're talking about horizontal scaling
or vertical scaling,
is to first make sure that you've gone through
accurate testing and have a winning campaign.
After all, doesn't make any sense to scale a loser,
or you're just gonna lose money faster.
The way that I like to approach scaling with my clients
and what I teach my students to do is to first,
we start with vertical scaling
by simply putting more money into the platform
that's already providing results.
Once we've leveraged this to the absolute max
and we're no longer getting
that same return on investment from it,
we're starting to experience
a little bit of diminishing returns,
well, it's time to move into horizontal scaling
by looking at different advertising platforms
your target market is active and present on.
All right, so, there you have it.
How to get anyone's attention using advertising
and the best reasons you may wanna consider this
in your business.
Now, if you're just getting started
and you're not sure the best ones to use
and which platforms are gonna deliver
the highest return on investment for you,
I'll make sure to link up a few videos below,
as well as in the description
so you can check them out right now.
All right, so thanks so much for watching.
Hope you enjoyed the video.
If so, make sure to give it a thumbs up,
subscribe to the channel,
and say hello in the comments below,
and I'll catch ya next time on the Modern Marketing Show.
(rock music)