Types of Marketing
Talking to a lead this past weekend made me realize something…
Plenty of people 𝐝𝐨𝐧’𝐭 𝐤𝐧𝐨𝐰 𝐭𝐡𝐞 𝐝𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐜𝐞 𝐛𝐞𝐭𝐰𝐞𝐞𝐧 𝐃𝐢𝐠𝐢𝐭𝐚𝐥 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠, 𝐌𝐚𝐬𝐬 𝐌𝐞𝐝𝐢𝐚 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠, 𝐚𝐧𝐝 𝐓𝐫𝐚𝐝𝐢𝐭𝐢𝐨𝐧𝐚𝐥 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠. Maybe you’re one of them? If you are, ok. Unless your business is a marketing agency you don’t really need to know them in depth… but you should at least understand them at a surface level so you can understand how they can benefit your business.
So, figured I’d put together a breakdown of each of them for you so you guys know better than they did.
Three big categories here:
Traditional
Mass Media
Digital
Traditional Marketing
Physical letters/mail. Newspaper listings, Billboards, stuff like this.
All the analog stuff that gets a message in front of as many people as possible.
No Electricity.
Most of it, you can’t track the results it creates. It’s got value for companies that rely on heavy brand recognition - but for small business owners - even if it does get you business, you’ll never know exactly what it provided for you. So if you put in $1,000, you won’t have any way to know if you earned $1,200 ($200 profit) or $800 ($200 loss) from it.
Again, it has it’s place, but with the exception of direct mail, I don’t recommend this for small business owners.
Mass Media
Get your TMNT sock collection out and order a pizza because this is everything 90s.
That was weird.
Moving on…
TV, Radio, and… blimps?
It’s similar to Traditional, but electricity is okay here.
The point is getting in front of as many people as possible and making them aware that you exist, the same as Traditional Marketing. But it (currently) has all the same issues, too - you can’t get a clear report on the results it creates for you, making it difficult to know if it was actually worth the time and money or not.
Now, tech like advertising on Google TV can work around this problem. That’s because Google TV is connecting to your larger Google Account, which saves your browsing behavior on your phone and computer (if you use chrome). So if you eventually end up on a website and make a purchase while signed into your chrome browser, Google could connect the dots between that ad being seen on Google TV, and you making the purchase.
Similarly, in person visits could be tracked - but for most SBOs that’s very unlikely because of some use restrictions Google uses on store visit type conversion events (but we’ll talk about those in more depth in the future).
Digital Marketing
All Internet focused.
Facebook, Instagram, Tiktok, Google, Youtube (which is also Google), etc.
SEO counts here as well, but we’ll talk about this one more specifically later on.
Take the visibility that mass media and traditional marketing provide, and add on being able to track and measure every sale/lead that is earned from it.
If you put $2,000 of advertising into Google or Facebook ads, if set up correctly, you’ll know exactly how many leads or purchases you brought in for that.
Then you can start to really get to work.
You can choose who the ads go in front of.
You can choose when the ads go in front of those people.
You can track their behavior on your website.
Track every penny spent, and every penny earned.
This is where you can start to reliably put $1 in, and get $3 out.
When you know you pay $60+ per lead on Angie’s list, for example, you can start working with digital ads on one of these platforms and start performing tests to find what ads, audiences, etc, can get you leads for LESS THAN $60. Then once you get your ads reliably generating business for $50, $40, $30, or $20 per lead… you can start putting more money in to get more business, at the same cost per lead.
