B2C Marketing Strategy With A Potential Customer

B2C Marketing Strategy With A Potential Customer


Can’t win them all. But certainly can try. Okay I’ve been working like three jobs. Probably why I never see y’all. Probably why I never have time for the fake
friends. I won’t be y’all. Been balling. But it’s looking like it took a time out. Okay I’m working on a Wednesday then up again
the next day. Something’s always popping man. I skip a leg day. So we’ve got some things that we can show
you guys when we get there as far as there was a couple years ago there was one particular
campaign that we managed for and we can show you the way. It’s changed slightly on the web as far as
the webpage they have now versus what it was. But we can show you kind of the way that we
walk through starting with website, landing page, then shooting the video, and then we
push that out on social. And it doesn’t take as long to heat up. There’s no reason why you wouldn’t want to
use it at home. You guys going after like what, Michigan and
stuff like that because it’s local. Possibly doing something with their colors. You’re trying to get into the tailgating aspect. And in that environment and then running some
simple social ads. And I learn very quickly how obsessed Texas
is with football. Especially UT so that’s where possibly doing
something where you can not just do a photo shoot but try and get video content getting
people that can do an Instagram live, Facebook live, or things like that while they’re tailgating
and having. That’s where people tend to follow trends
really quickly. And down here if people see it they just jump
all over it. I mean it’s insane. If you can somewhat control how they know
about it, then you can control the path that they go down. And trying if you’re directing them either
to your site or let’s say you did something for direct to an Amazon purchase, and drive
people there there’s really no reason why they should go and purchase it at retail unless
they decided not to buy it and then saw it later. If they Google search it to do research, which
is something that every consumer is going to do, trying to then control what shows up
and it’s all you’ve got that first page. You’ve got all your Amazon stuff there too. There’s no reason for them to purchase online
at Depot. Because in theory they wouldn’t know unless
they were served an ad by Depot because they were looking for something else to then drive
them there. That’s where if you go really hard and we’ve
done this before, because most of the companies that we’ve dealt with with these types of
consumer brands, either a lot of times they won’t sell on their site. They just push people to purchase through
Amazon. Just because they didn’t want the complexity
of setting up shopping carts and stores on their site when they can just say Amazon’s
already got it. It’s essentially the same thing to us whether
they’re purchasing direct to consumer because it’s through Amazon. So driving the traffic to Amazon to purchase. They were okay with. But on the flip side of it, dealing with the
retailers. We’ve ran into issues with that where they’re
going below price or when they get into selling older stock, a lot of times retailers are
still at the higher price whereas they’re running stuff on Amazon at 20% cheaper just
to move it and that’s somewhat controlling that inventory because they are the cheapest. People aren’t paying them SRP. So it’s a tough balance, but if you can control
the outbound and somewhat of the inbound and push really hard on digital and be consistent
and be very optimized, you should be able to drive way more traffic through the channels
that you want versus letting them go through retail. Because at the end of the day, retails going
to take whatever percentage you guys agreed on. While the demographic has pro accounts and
Home Depot cards and Lowe’s cards and things like that, if they maybe don’t do it as much
as their spouses do, but they all have Amazon accounts, Amazon Prime. It’s just as convenient. We just have to get them to go there instead
of seeing something ahead of time. So that’s really where if you can somewhat
control how they know about you, and then when they do the research, what they actually
see. That’s worth it from my standpoint because
even the $30 is worth that. Even if you have a higher cost per acquisition
because of that but you’re then doing it direct to consumer and I mean that’s just, it’s really
just a control thing. Kind of like with your website, controlling
what they do and don’t see, what they can and can’t go into. What can they click? Controlling that UX optimization to where
you want to walk them down this path to get them to where they want to go but you don’t
want them to have free range to just click anywhere. And while I’m sure you guys do get there,
Amazon contact information, stuff like that and you could do some marketing to them. It is a lot different when they purchase directly
through you guys. Talking about the website, I know you guys
don’t want to do a complete redo because you have recently. Not right now. Well, not right now. There’s things that we feel have to be done
because dollars are just wasted. Just minor things to somewhat control the
path you’ve led on, the experience they have, getting sign ups, and things as simple as
the home page, the home page video is your most popular video that you guys have at least
when I clicked on it and looked at the YouTube traffic and the views. It was the most popular one. But then near the end of that, it then goes
into the Kickstarter pitch. So little things like that that if somebody
is going to watch it, the would then be confused so change now that, change now newsletter
subscriptions and where those call to actions are, how easy is it really to purchase looking
at the eCommerce side of when you click add to cart. What is that process like? Is it the most efficient? Are people going to get frustrated? But the looking honestly at the end of the
day data. What is your number one page? What is your number one through five pages
of when people land where do they go from there? So looking at the behavior and analytics and
then where do they exit. Because if you get a lot of people that go
to a certain choking point and then exit, then that’s telling you something about something
essentially wrong. And when we talk last time when Connie was
on the phone you guys implemented that tracking. What was the name of that company? Hatcher. Yeah. And we’re doing the full story but essentially
it’s the same thing where you’re able to see that behavior and look at it. But that’s where we want to make those changes. ASAP because it could affect tremendously
just from the get go. But the way that we’re broken down is she’s
out of New York office. She handles the web dev side. When we get a new client, we deal with the
strategy together, but she runs with the come. That’s her heavy background for almost a decade. And web development, she handles that. Building off landing pages, making sure that
everything is optimized while on my side we handle the monthly marketing aspect. So she can push at the same time that we’re
doing things so that way it’s not from a time standpoint it’s not six, eight, nine weeks
before you can do something. She’s doing her thing. We’re setting up on our side. We’re coming together to make sure that everything
in sync. But it’s a way just to get things faster. And then making sure that all of the creative
is in the pipeline to be created strategic to whatever the platform is. So if it’s Instagram or going vertical with
any sort of graphics, not just from a size standpoint but just also how it’s positioned,
email marketing, doing a combination of what we’ve seen that works is doing a combination
of not just what I call a Home Depot ad. That’s high graphics and it’s full banner
with and it’s got all these images and things like that. Sometimes depending on what size of list you
guys have, making a more basic and fundamental to make it appear as if you guys are sending
a personalize message and not like an ad flyer to them from a standpoint typically can produce
some pretty good results because when people pull up an email that looks like an ad sometimes
they’re very quick to jump off of it. So we build up that strategy with the email
and same with the PBC because they’re all going to be going to some place. So we want to make sure that landing page
is going to be most optimized with content, with squeezing them into call to action and
getting them to do whatever it is. But that’s kind of the foundation then we
just work backwards into how exactly we’re going to execute what type of budget is there,
how much do we want to allocate to which PBC. What is the strategy? How does it make sense for? Are we going to run Google ads? Are we going to do social? Who are we going after? So that’s kind of the way that we work into
it when you look at just a media campaign. And we want to make sure that we just say
all right this is how we would like to do it. But that doesn’t matter because if you guys
have resources or don’t that’s going to change. Because of the amount of dollars that you’re
spending in media spend, they have to look at it daily. They would be looking at it daily. We would be responsible for that aspect. We would be looking at weekly just to look
at trends week over week. Look at it monthly for trends. Communicating to you guys what’s going on
so that way you’re more overall management level. And sometimes having other people involved,
you may see something like oh two years ago we did this for this thing. And this is what happened. Or you start to see something that we don’t
know because of your brand. But for the most part we’re always the ones
that are managing budgets and how much you’re willing to spend on certain bid placements,
managing the creative with you guys, getting input, and proving it but then having you
guys be there for that high level conversations. That’s traditionally how it is. But like I said we have some clients that
say that they want usually they just want more involvement in the creative. None of our clients want to touch Facebook
ads or look at reports and graphs and stuff like that. So the way that we work like I’m sure a lot
of agencies that you guys talk to, is we use teamwork projects. We bring you into our system. If you had a system that you wanted us to
go through we’re open to it but typically we force our clients into our system. You guys have a login to a URL. It’s all cloud based. We post everything through there. We typically do not email if we can at all
avoid it because we want everything to be captured in one central location. And then we just set up different categories
for things. So creative would be under a certain category,
images, graphics, copy. Those are all different documents. And that you guys literally jump in and you
can look at it and then just type approved. Everybody gets notified instantly when that
happens. So for our clients we’re every week we’re
pushing out a new, we just call them brand to graphic which you guys have on your Facebook
and Instagram. We’re pushing out new pieces of content every
single week for them along with doing written content for some more clients, highly technical
white papers and case studies and things like that. But it’s got to get pushed out weekly because
then it’s all about timing and people want to see that you’re going down, you’ve got
a lot of movement in that space and you’re a subject matter expert. Like your product is very good, things like
that. But from a Google standpoint, that’s what
they care about. They need to see new everything. And videos, they will put above written word
almost every time now. Having specific content pages. Even if you have a page on your site that
goes after a specific theme or keyword but not having that page be accessible through
a menu and having it hidden in a link on one of your pages where somebody can get to it
but it’s not directly to it. You can create tons of content like that strictly
for SCO reasons to boost you up on certain positions. The bounce rate is so ridiculously high that
you know that either the ad is not much for the people or the traffic that you’re getting
is wrong because the intent of what they’re trying to do is wrong. So I would audit that first and see. I mean if it’s traffic that is 30% bounce
rate then you’re getting high conversions, I would keep it going. But then also focus on the non branded, but
if your bounce rate’s high, your conversions are low, page engagement isn’t there. I would have to audit what is.. do they tell
you what they’re doing from a digital standpoint? Like key words they’re going after, like share
any of that? No. Okay. So we would basically need to reverse engineer
that. We would try terminology to see if they’re
coming up. If they’re not, then either they’re not thinking
about it or not yet. We would not want to disclose that to them
obviously. But there’s ways that we can reverse engineer
where they’re at and try and go after more industry type key words and get positions
there. When I was in working for people, I had agencies
that would do that all the time. Since I don’t come from the agency world it’s
not in my blood to do it and I hated it. I hated getting little invoices and I hated
getting invoices at the end of the month for all these extras. To me if it’s a partnership stuff’s going
to come up. Maybe we’re heavy with more workload that
month versus the precious month but at the end of the day it’s going to wash out and
it’s going to be a win win. So yes, to creative, no to management. Unless it was a completely new channel. If you’re talking about doubling or tripling
your monthly spend, possibly but typically only creative. We talked about strategy behind kind of how
we want it to be seen. We did the shoot for that video. We used their voice over person. They already had some flexful standards with
the graphics of editing that they wanted us to adhere to. But then managing pushing that out into social
and getting audience and traction back to the site. That’s what it always came back to. That’s why I just feel like it’s most important,
the landing page, wherever you’re sending it to has to be on point and that has to be
done first because your video can be great, but what’s the action that you’re trying to
get them to do. You’re trying to get them to buy it. They have to go to your site to do that. So you have to make sure that all those things
are in alignment. We’ve reached out to him a couple times and
had communication about doing a collaboration because he started doing a vlog and she’s
was on content. He’s be someone that he just has a reach. Just putting one in front of… that’s what
he’s all about. Tough, rugged, like hunters, fishermen, guys
like that. You put camo on anything, they’re buying it. Don’t look at the price tag. Same thing can apply to this. I mean when we were doing and we talked about
this on the phone, we were doing charger pack that was the portable jumper kit where you
spend 80 bucks to jump your car. And it just sits in your car. You charge it at home. They had one that was more advanced. It has USBs and radio and all this other stuff
to it. But they’re going after the normal consumers,
but then when they went heavy after the guys that are hunting and fishermen and throw a
camo print on it, that thing went insane. Because they just want to spend money on that. And you talk to them and like it doesn’t matter
if they’re the CEO of a industrial automation company or they’re the production worker that
runs the machines, you throw camo on it or say that it’s for this, they will spend an
ungodly amount of money. You don’t even necessarily need a plug in
to do this. Plug ins are typically for efficiencies, right? Like to do things quickly but things like
this where you’re looking at to me this is just CSS code and some HTML and some basic
some JavaScript code. You wouldn’t need a plug in necessarily. Peel back the layers. I mean Word Press is the best CMS but it’s
also it’s the most open and it’s the most complex at the same time in some regards. But when you look at the theme and say what
is this alleged theme conflict, there are work arounds to where you can have it to a
sub domain. That’s a new theme. It’s only for this. It’s only for subscriptions. Maybe eventually that theme takes over on
an overall redesign but let’s at least go down the path of how can we sell more, not
how can you work within the constraints of whatever this person is telling you. So then on Amazon, you guys would be able
to add, so if I’m a business owner, I go into my business Amazon. I want to subscribe through Amazon. We can’t have that. Right now. Okay. So like that could be something. Because that’s always popping up for me. Oh yeah. And you guys see it too. I’m sure even when I’m buying stuff at a personal
level it’s like subscribe and save. And I’m like no. And I just want it once. But you can do that to where doing it to a
default subscription for a “discount”. Having the option on there. But I’ve talked to them like six times, seven
times over the last couple months going through the different round changes. I mean I love the product. I want us to get the project because I love
the product and the brand and what we can do with it. But at the end of the day it comes down to
who they’re most comfortable with. Can’t win them all. But certainly can try.

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