There’s nothing more frustrating than spending an exorbitant amount of money and time on an ad and don’t receive a return on investment (aka, ROI). One of the biggest lessons I learned when I was promoting my nonprofit years ago, was to stay in within my comfort zone for content creation so I could have a plethora of options for my marketing mix. The uncomfortable part was distributing the various content through every possible channel without knowing the response- and yes, it was completely uncomfortable.
When I was initially preparing for this podcast, I was sidetracked by all different possibilities. I have so much to share and asked myself what could I add to compliment the other episodes.
“Should I talk about a marketing mix?”
“What if I expanded on Google ads since Kent and I already spoke on it from a previous podcast?”
“Maybe I should talk about Facebook pages and their ad center.”
Then it came to me. Focus on the easiest way to make money.
Anyone Can Promote
One of the best ways I learned how to promote was the candy bar at church when I was a pre-teen. In between Sunday School ending at 11:15am and church service starting at 11:30am, the church groups would sell chicken, chips, soda, coffee, candy, and more yummy goodies.
I sold the candy and chips because I was good math, and loved talking with adults. The profits went to our youth group for trips and supplies. Plus, it was fun.
Despite being a shy kid, I always loved to be challenged so it was a great fit.
I also knew older adults didn’t want to say “no” to little kids working hard for a great cause, so it was an easy sell. This is why I believe Girl Scout Cookies continue to be sold by little girls, and not placed on shelves because anyone who is determined can promote and sell their goods.
The rule still applies today. Anyone can promote anything, but they don’t always know how to sell and close the deal so they don’t end up in a sales position. Plus, sales aren’t for everyone.
Achieve Your Results
So let’s get to the promotion strategy. If you’re just starting out, don’t be nervous or anxious. Think of selling a product or service someone really wants, but they don’t know you exist. Therefore, you’re helping them in the long run.
In the meantime, you have to get your message out there.
To keep this really simple, I used my sweet potato pie baking experience. I love sweet potato pie! That was and still is one of my favorite desserts. Here’s one of the first pies I made. I posted it on Instagram.
As I said in the podcast, I thought about going into business with my pies. I had a lot of great feedback from the folks I gave them too so it became an option. However, it’s not my passion.
So alas, as I promised to share via the podcast, the best tool to use when starting something is a S.M.A.R.T. goal method to lay the foundation. On our business website, we provided a podcast and a quick article on how to implement it for social entrepreneurs.
But it can for you too.
Here is the quick list I mentioned on the podcast of how to make the S.M.A.R.T. Goal process work:
- What’s the result you can truly achieve?
- Create a tool or instrument to track your progress.
- Initiate an initial test and see if it works.
- Make adjustments.
- Develop consistency.
Each of the above-numbered bullet points has its own merit to be thought through. Don’t rush it. Take your time and focus on quality.
Also, this needs to be customized to whichever product or service you’re starting with. I wouldn’t suggest using it as a cookie-cutter approach. Be creative and make your own with this mind.
In the podcast, I mentioned Facebook Insights to use as your tool It’s super user-friendly.
When you promote your posts, you can really learn a lot of the basics to get started. A simple boost is always advertised, but not always the best method. Here’s a great video from Hubspot to explain why.
In the world of marketing, promoting is a neverending task. I’m sorry if I burst someone’s bubble. But it’s true. You have to keep going with figuring out which post/ad is relevant to your audience.
This is where it’s easy to hire a marketing agency–like NW & Associates, LLC which is a proud sponsor of the show–to help you create your digital assets to run this marketing campaign, or you can do it on your own.
The old adage question for budding entrepreneurs, “What’s king in business?”
Answer: Cashflow (access to your own cash)
The old adage question for marketers, “What’s king in marketing?”
I’m not saying to just post anything. To learn the best type of content to publish, check out this piece by Neil Patel. He makes it pretty simple.
Because ultimately, your marketing content being promoted to the masses needs to be effective.
The Promotion Killer
I believe the real reason people have a hard time promoting is that it’s hard to promote yourself. It’s so much easier to promote someone, or anything else. That’s great branding, but that’s a different topic.
However, it’s good to understand branding isn’t selling. And selling isn’t always marketing. I wrote an article I see so many mistakes a startup company makes when they start.
Remember promoting is helping the buyer that doesn’t have a clue to who you are.
No one can support you if they don’t know about you.
Get known by promoting yourself.
You can do something every day. Again, you can stay within your comfort zone but promote your content into circles that don’t know who you are or what you do.
CTA’s (aka, Call to Actions)
This leads me to the last thing. You need to have multiple CTA’s.
Don’t forsake your promotion by not having confidence in your product.
Within your post, ensure you consistently ask for the sale of your product or service.
If I was going to start my sweet potato business, I’d be saying the following in my Facebook posts:
- Would you like to buy a pie?
- Have you tried a slice?
- Do you want to sample a piece?
- Come out to the local farmer’s market and find me. Who’s stopping by?
- Tell me where you work and I’ll stop by.
The CTA invokes a requested action, so the viewer doesn’t have to think about it. It’s either a “yes” or “no” to proceed. The Facebook user will either stop scrolling and take action, or keep scrolling.
So if you want the desired results as stated in step #1, keep showing that ad to them so they cannot refuse on the 20th time they see it. Hence, why you make the first promotional goal an attainable objective with some hard work.
Enjoy the show!
Click here to submit your iTunes review!