With so many digital marketing media out there such as…

Social media marketing

SEO

Facebook

LinkedIn

YouTube

Etc…

Are you wondering, whether using all these mediums together would provide more value to your business or to use just one or two which serves you the best?

Are you stuck, not knowing how to figure it out?

Well, fret not.

In this article we will help you to understand how you can choose the correct digital marketing medium for your business.

Now before we talk about that, let’s take a look at what actually marketing is.

You see, marketing is a process using which you go out and reach out to your target group and then convince them that your product or service is the right fit for their problems, needs and their desires.

When it comes to marketing, there are so many forms.

Marketing is basically creating awareness about your product or service and getting them interested in buying the same.

The entire purpose of marketing is to generate LEADS not produce sales.

Selling is actually different from marketing.

Marketing is not responsible for sales but marketing leads to sales.

So marketing is about lead generation. And when you do the same marketing digitally, it becomes digital marketing.

So, how do you determine which marketing medium is the right medium for you?

To answer this question, you really need to look at your business and who your target audience is.

Now if you’re in the business of selling pimple creams then your target group is going to be mostly  women in the age group of 18 to 24 who might have a pimple issue, so that’s literally your target group.

Now, if you are selling real estate properties or houses then your target group will be couples in the age group of 30 to 45 who live in a rented house and are actively looking to buy a new house.

Once you know your target group then you have to look at the digital medium, these target groups use actively and also think that if we advertise our product or service on that medium will it provide maximum value for that target group.

So for example, let’s take a scenario of a women’s clothing store that sells lingerie.

The target group for this would be women in the age group of 20-30.

For this store, advertising on Pinterest, Facebook and Instagram makes more sense.

The same target group is also present on LinkedIn; however LinkedIn will have no relevance whatsoever.

That’s because when people are logging in to LinkedIn, they are not thinking of buying lingerie…

…people are thinking about their jobs, professional stuff on LinkedIn.

Thus, even though your target group is present on LinkedIn, the intent behind them being on LinkedIn is completely different.

Therefore it’s not the right medium for a lingerie store to advertise.

Similarly, let’s say you are selling a health related product…

Like dieting, coaching, personal productivity, health and fitness services etc.

Your target audience is basically executives in the age group of 30-45.

Now these people exist on Facebook and Facebook is definitely the right medium to advertise.

But the target audience also exists on LinkedIn…

And since your product is more about being productive and health & fitness related, LinkedIn also can be the right medium for you to advertise.

The bottom line is, we need to look at who our target audience is and which digital medium they use the most and what is the intent of that target audience active on that particular digital medium…

…and ADVERTISE based on that.

Digital marketing is not about being on every medium out there but it’s about figuring out which is the right medium to get the most for your business.

One day a client came up to me wanting to sell his products to farmers over facebook.

And he was under the impression that Facebook would somehow magically grow his business.

But farmers rarely use Facebook so it doesn’t make sense at all to advertise on Facebook.

To reach out to farmers, you really need to go out there and use traditional mediums to sell your products.

For him, advertising on local WhatsApp groups in a particular region might make sense but still the scope would be very less since farmers are not tech savvy people.

But on the other hand, if he was selling fertilizers to people with their own gardens in urban cities selling online would totally make sense.

Organic fertilizers, special plants etc can be advertised on Facebook, Flipkart, Amazon etc.

Along with the different digital mediums, the strategy of digital marketing also varies.

If you intend to use Google as your marketing medium then there are two ways in which you can use it,

• Search engine marketing – advertising on Google
• Search Engine Optimisation – trying to rank on Google organically   

These mediums again depend on your budget and time constraints and your goal.

Thus, to choose the right digital marketing medium for your business,

•    Know your target audience
•    Know the digital medium that they use actively
•    And understand the intent of the audience residing on that digital media

If you want us to help you in choosing the right digital medium and the right digital marketing strategy for your business then register for 1-1 free strategy session with our expert.

The post How To Choose The Right Digital Marketing Medium For Your Business appeared first on ZenQuest.

… and all these amazing clients rave about the results you generate for them.

They talk about how your work has impacted their business & personal lives…

You get a lot of referrals from all these people who talk about your work

… but all these referrals are always inconsistent.

You have moments when you have more clients than you can handle & then you have moments when you have no clients at all.

Running a business like this can be hard & quite demotivating.

Most coaches & consultants spend a lot of their precious time cold calling, going to networking events, waiting for referrals, etc.

The problem with doing that – is that it is unpredictable & completely depends on YOU…

If you were to take a vacation, you can’t do most of these things & it’s likely to put your business in a dead end.

Moreover, in this day and age using Digital Marketing is so crucial simply because when a person decides that he/ she wants to hire a coach or hire a consultant, he doesn’t ask his friends or look for contacts on yellow pages…

He simply GOOGLES it!

Imagine how many people are looking for YOU on the internet but just can’t find you…

That’s how much you’re missing out on just because you don’t have an online presence!

Not having an online presence in 2019 is equal to leaving a LOT of precious money on the table…

Don’t you wish there was a way for you to have consistent clients throughout the year?

Don’t you wish that your business STILL made enough money if a few clients decided to stop working with you?

Well, the good news is that it’s absolutely POSSIBLE!

In fact, there are so many coaches & consultants who have leveraged the power of Digital Marketing & their businesses have never been better…

If you’re a coach or a consultant who does not know too much about Digital Marketing, fret not!

This article will show you how  you can leverage the power of Digital Marketing & Automation to have more than enough clients than you can handle, so you NEVER have to worry about not having enough clients ever again…

Before we get into the specifics of Digital Marketing, let’s discuss WHY Digital Marketing makes business sense for coaches like you…

Why Should You Consider Digital Marketing?

When a lot of small business owners hear the word ‘Marketing’ here are a few things they think about:

– TV Advertisements

– Flyers

– Newspaper Postings

– Radio Jingles

and things like that…

Although all these mediums are used for marketing, the problem with these mediums is that it’s simply not feasible for small business owners because of how EXPENSIVE they are…

With all these mediums listed above, you’ll have to spend a minimum of Rs.20,000 and it could go up to lakhs (in the case of news paper postings & TV advertisements), which most small businesses simply can’t afford!

Another issue with the mediums listed above is that it’s not measurable;

that is – you can’t track how many leads or sales you received by spending money on these mediums…

For example, if a business is investing money in Radio Jingles & newspaper postings, it’s impossible to track how many leads came from the radio ad & how many came from the newspaper postings…

For a small business, this uncertainty could cause a huge loss…

… and that’s where Digital Marketing comes in.

First of all, when it comes to Digital Marketing, you are in complete control of your marketing spend.
You can spend as little or as much as you want or, or as much as you can AFFORD, which is a HUGE advantage…

If you’re a small business that’s just starting out or doesn’t have a marketing budget set aside, we always recommend these kind of businesses to start off with a budget of Rs.20,000 a month (You can have a lower budget but we recommend spending Rs.20,000 so you can start getting data)

Of course, you could spend lesser than Rs.20,000, but that wouldn’t give you enough data to draw conclusions and work further…

The SECOND advantage of Digital Marketing is that you can measure EVERYTHING.

Let’s consider an example here…

Let’s assume that you spend Rs.20,000 on Facebook Ads in the month of January…

You can track how many sales you generated, how many people clicked on your ad, how many people visited your website or landing page and everything in between…

If you’re running 3 ads simultaneously & you notice that you’re generating most of your sales from one of your ads, you can shut off your other ads & spend more money on the ad that is bringing in sales for you…

This way, you won’t be  spending money on things that aren’t producing results.

What is best MEDIUM in Digital Marketing for coaches?

You probably already know the different mediums available in traditional marketing (newspaper, radio, TV, etc) & you must also know that it doesn’t make sense for all businesses to use all kinds of mediums.

For example, you’ve probably never seen an ad for a B2B business on TV…

The reason for this is – it simply does not make sense for B2B businesses to advertise on TV, because that’s not the ideal medium for them.

Similarly, even in Digital Marketing, there are various mediums that you can leverage…

However, this does not mean that you should be active on ALL the mediums.

Here are a few mediums that are available in Digital Marketing:

• Google
• Facebook
• LinkedIn
• YouTube
• Pinterest

           Etc…

For a coach/ consultant like you, the best medium would be FACEBOOK.

Here’s why:

1. This is where your audience hangs out

For a coach or a consultant, think about who your customers are…

Let’s consider an example:

If you’re a business coach who coaches young entrepreneurs, your customers are probably men or women between the age 25-40, living in a metropolitan city.

Don’t you think these people use Facebook on a regular basis?

Well, that’s why Facebook is the perfect medium for you…

You should use Facebook as an advertising medium because that’s where your customers hang out…

2. It’s affordable

When it comes to Facebook, to generate a lead for your business, the cost per lead would be roughly Rs.100 (This number could increase or decrease depending on the city & certain other factors. However, Rs.100 would be a good benchmark)

Also, from our experience, we’ve noticed that most coaches have a lead to customer ratio of 10:1 or 15:1

This means that – for every 10 leads that you generate, 1 person becomes a client…

Hence, if you do the math, to generate 1 client, you’d spend roughly about Rs. 1,000 ( Rs. 100 X 10) to generate a new client, which I’m sure is quite a good deal for you.

3. It’s measurable

Like we mentioned before, when it comes to Digital Marketing, you can measure every single metric involved.

This means that you can measure your:

• Cost per lead
• Cost per customer/ client
• ROI on your marketing spend

Hence, you can get the best return for your marketing spend…

If you’re a coach/ consultant looking to promote your business via Digital Marketing, Facebook is your best friend.

If you want us to help you in choosing the right digital marketing strategy for your coaching business then register for 1-1 free strategy session with our expert.

The post Digital Marketing For Coaches & Consultants appeared first on ZenQuest.

Lead Ads campaigns, as a product has been created by Facebook to benefit them more than their advertisers.

… and the reason for this is simple:

People click on the CTA button on the ad

A form pops up on Facebook with pre-filled FB data

People hit submit

Then people return to using Facebook (which is what Facebook wants).

The problem with this is that there’s NOT enough time/space available for your business to create a pattern interrupt.

… and a pattern interrupt is crucial to establish a relationship with your prospect.

Here’s some issues with a standard Facebook Lead Generation ad…

1. The amount of text/what you can say/do on your ad & the subsequent form is limited

2. When people are browsing Facebook or Instagram, they’re really in no mood to interact with an ad or engage in a transaction. They’re just scrolling their newsfeed & your ad seems to pop up.

… And even if it pops up, the pattern interrupt is so minor & people go back to browsing after they ‘Hit’ submit.

We’ve seen many businesses complain that many of their leads have forgotten that they even opted in.

So, in my opinion, with most businesses – I won’t even recommend using Lead Ads at all.

Can they use it as an additional strategy to lower costs? Yes.

But as their only lead generation strategy – NO.

If you’re starting ads for the first time, we recommend creating a landing page specifically designed for Lead Generation & promoting your ads to that page & generate leads.

The advantage here is:

• It is your site, and you can make a bigger pattern-interrupt with your content

When most people click on a link in a Facebook ad, the page usually opens up in a new tab – creating a bigger pattern interrupt.

Many users are tech savvy, and before they give their contact information to a business – they scroll through the entire site.

When they do that, they’re engaging with you. And their decision to opt-in is more deliberate.

… and this level of engagement enables you to convert better on the back-end. Your lead is more qualified.

Tomorrow when you call them up, they REMEMBER that they visited your website, know what is about and actually interacted with you.

We’re not saying that you have to ditch Lead Ads because – even that comes into play at specific instances.

… But in my opinion from years of experience, leads generated from your landing page are of a far higher quality than the leads you generate from the Lead Ads based objectives.

And the bottom-line metric for every business is quality leads that convert to sales, and not cheap leads.

If you feel that your current lead generation strategy with Facebook is ineffective & not producing the results you want, we recommend that you take up a 1 – 1 strategy call with us.

In our strategy call, we’ll go over your present Facebook Lead Generation strategy & what you can do instead to get the maximum for your buck.

If you’d like to learn more about revising your Facebook Lead Generation strategy, click the link below:

Tell Me More About Your Facebook Ads Strategy Session

The post Why You Should Avoid Running A Lead Ads Campaign With Facebook appeared first on ZenQuest.

… and whenever they’re running their own ads, they make some common mistakes which cost them dearly in ad spend & returns.

If you’re a business owner managing Facebook ad campaigns by yourself, and are experiencing these issues:

• You’re spending too much with no leads and sales or very few leads and sales
• Your costs keep going up as you try to scale your campaigns

Check if you are making the following mistakes below…

1. Not Knowing Your Target KPI:

The most common mistake that we’ve seen business owners make with Facebook Ads is that they do not know what their target KPI is.

By target KPI – we mean the amount that they’re willing to spend to generate a sale or lead.

This is important – regardless of whether:

– you’re running ads to generate sales for your yoga mats at an ECommerce store,

– are running an automated webinar campaign to produce leads for your webinar

– or are trying to get walk-ins to your local physical store.

You need to know whether you’re willing to pay $5 per lead or $20 per sale or a $100 per sale.

Suppose you generated 100 leads, and you made 1 sale from those leads & that 1 sale brings you $1000 in revenue, that means you can pay up to $10 per lead.

If you factor in the profit you want to generate on the front-end, that number might come down.

So if you want a 2:1 return on your initial sale, that means you can pay up to $5 per lead to generate a sale at a CPA of $500 (from 100 leads) thereby ensuring a 2:1 profit (for $1000 revenue).

Similarly, if you sold yoga mats at $40, and the profit on your order was $15, you can afford to pay up to $15 per sale (although you want it lower to make your numbers work).

So you need to clearly know how much revenue/profit you stand to make from your sale/interaction with your customer, and how much you can invest in ad spend to acquire that customer.

Having this information allows you to test and play around with different settings in your ad campaigns to find the best elements that will get you leads/sales within the cost you want.

2. They Don’t Split Audiences Out

The natural thing that most marketers do when they launch their ads for the first time is that they group a bunch of audiences/interests together to see what works.

Example:

A yoga store owner would start out by targeting interests like:

Health Magazine

Ashtanga Yoga

Shivananda Yoga

Another Yoga Store

Etc

The problem with doing that is that you don’t really know how each of these audiences will work on their own.

We’ve seen many cases where splitting out audiences individually and going narrow has helped us find ‘Golden’ interests that produce sales consistently everyday…

… while helping us eliminate interests that NEVER produce sales.

You’ll never find this out until you test it.

So if you’ve been grouping your audiences out, and trying to see what converts & scaling them up, I highly recommend testing individual audiences.

Going back to the yoga example…

You might want to put one ad set targeting Ashtanga Yoga

Another ad set targeting your competitor’s yoga store

Another one targeting a Yoga guru

And so on.

Split them out, and allow each of these audiences on their own to get ad spend equivalent to your target KPI.

So if it’s $15 – then allow the ad set to run until it hits $15 in spend. If it produces a sale, allow it to run and figure out how to dial it down further.

If it doesn’t, kill it and try running another ad to that audience.

If you REALLY want to scale your campaigns to the point where you can generate 100s and 1000s of leads & sales a day, you really need to test and find as many winning audiences as possible…

… and this is the secret to that.

3. Not Using Custom Audiences Well Enough

As soon as you start receiving visitors to your website, you need to start retargeting them and delivering your ads so you can influence them to take action.

The problem right now is we live in a highly distracted world.

People usually skim through sites they visit, get distracted & don’t return again. They completely forget about it.

… And this is where retargeting comes in handy.

It is important even if you don’t have a website or aren’t sending people to your website with your ads.

You need to hit them with a message/offer again.

So as soon as you start your campaign, make sure that you’re building custom audiences of the following people:

• People who’re visiting your website
• People who’re visiting your cart page
• People who’re buying from you
• People who’re opting in as a lead

And these custom audiences on your Facebook:

• People who engage with your post/ad
• People who view a % of your video
• People who save your ads

All of these audiences are REALLY relevant, and can really help you get the maximum out of your Facebook Ad spend.

These are 3 of the most common mistakes we’ve seen business owners make… and I sympathize with them.

Most business owners don’t really go in with a strategy in place when they launch a Facebook Ads campaign.

They go into it hoping and praying they’ll get a few leads & sales here and there.

To succeed with Facebook, and to make big profits from your business, you need an underlying strategy behind your marketing and it’s VERY important when it comes to Paid Advertising.

… whether it is Facebook, YouTube, Google or whatever network you’re dealing with.

Without a solid strategy in place, it can be really hard & daunting to make your Facebook Ads profitable.

… which is why we would like to offer you an exclusive 1 – 1 session for you where we go over your Facebook Ad Campaigns in detail, your business model & how you can successfully use Facebook to generate leads & sales profitably & consistently…

If you would like to learn more about our 1 – 1 strategy session, click on the link below:

Tell Me More About Your Strategy Session

The post 3 Mistakes Business Owners Make With Facebook Ads appeared first on ZenQuest.