Ep. 93 – Ted Janusz: What You Need to Know About Online Marketing & Social Media in 2018

Ted Janusz is a speaker and marketing guru, and he’s here to help you get the most out of your online presence. We discuss how you can set your organization apart from the competition, how to get your clients and prospects spending more time on your website, and what you can do to raise your level of authority to be perceived as an expert in your field.

Marketing isn’t the same as it was even just 10 years ago – or, at least, your marketing shouldn’t look the same as it did 10 years ago.

For starters, everyone has to have a website. “It’s like the modern business card.”

However, just having a website isn’t enough. You also need the right website.

  • There are two big marketing trends that emerged in 2017: influencer marketing & video.
  • 79% of people who come to your website scan it, rather than read it – so you need to prioritize visual information, especially videos. Your site needs to grab someone in just a few seconds. Otherwise, they’ll move on.
  • The people visiting your site only care about one thing: What can you do for me, or how are you able to help me? Dan Kennedy says that the #1 marketing mistake that most small businesses make is not using testimonials. So get some testimonials, and cut back on those bios!
  • When trying to market yourself through video, consider video testimonials, showing members of your staff as real people, and creating how-to videos. Whatever you do, present it from the client’s perspective – not your own.
  • Consider why most firms lose customers: 1% die, 3% move away, 5% switch to another firm based on advice from friends or family, 9% switch to another firm based on advice from a competitor, 14% get angry and leave, and then the vast majority leave because they feel ignored or unappreciated. Pay attention to the customers that you already have, and make them feel valued! Satisfied customers are your most effective, and cheapest form of marketing.

In Made to Stick, Chip & Dan Heath lay out the six common factors of “sticky” marketing campaigns or the six principles of S.U.C.C.E.S.

  1. Simple
  2. Unexpected
  3. Concrete
  4. Credible
  5. Emotional
  6. Stories

Something else to consider as you’re planning your marketing over the next few years: Millennials and Gen Z are getting older, and soon they will be the majority of your clients (if they aren’t already). They are at home online, and spend a lot of time online, so that’s where you will need to be if you want to attract a new generation of clients.

 

Download this Episode MP3.

 

Resources:

Production & Development for Improv Is No Joke by Podcast Masters