There is a big difference between the way large companies and small companies market. If you are trying to copy a larger company, you can be wasting a ton of money. That isn't good for business!
January 16, 2020 10:55
I hope everyone had a great New Year's and I don't know about y'all, but we sure have some awesome visions in store!
If you don't know where to start with marketing at all, you might take a look at Apple, Nike, or someone else in your field and try to repeat what they do. "If it works for them, it should work for me right?" Wrong. Maybe, if you are lucky and the stars align. However, it if worked, it might have been a coincidence. Some success probably came from something else you weren't measuring. I'll admit, I thought of doing this myself when looking at hugely successful designers.
You may be wondering why it wouldn't work. Let me explain.
To start out, one of the biggest differences here compared to a small business is the cash flow. They will have an exponential amount more money than a small business. Therefore, their strategy will be very different given their resources and goals.
The goal for large companies is to remind you they are there. To get their brand in your head to remember them when the time comes. Maybe, to get you curios on a product. This takes a lot of time and money to pull off. I am sure those are 2 things you, as a small business owner, may not have much of.
You may think that you need to do this too, but the thing is that you need a significant volume of ads to make it effective, which takes lots of money.
Before following a larger company, make sure you understand their strategy and goals. You can certainly take cues from them and apply it to what you do to create higher quality ads or marketing content.
Meet Direct to Response Marketing! Direct to response is a way more efficient way of marketing that forces you to focus in on something specific. It has an amazing return on investment and is highly ethical as well.
The main thing about this type of marketing is how you focus on solving a specific issue. Direct to response also compels a specific action, such as opting in to your email, giving you a call, going to a web page, and anything else similar. You can now affordably reach someone.
A good example is the writings I do here. It reaches you based on the action you took. Granted, I am not trying to get you to buy anything, just help you grow.
Another easy example of this would be the fitness world. Maybe you have a product, let's say it is a training program that is tailored for people who want to get stronger and still be able to look like you are bodybuilding. You can make some videos of some of the workouts for people who are looking for that. You can include a link to your website in the description to sign up for your email and get a free week of the program. After trying the week, they can see if they wan to keep going with your full program. By creating those workout videos serving their particular need or problem, you got them to make an actionable step. At the very least, you got them to do a workout they may have not tried before. That provides value.
I will write some more next week about Direct to Response Marketing. I wanted to introduce you to it first! Hopefully, it is getting you excited because it sure got me excited when I first learned about it.
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