It’s time to discover your marketing medium. Yet, what is the marketing medium?
Very simply put your marketing medium is the channel by which you will get your message out to your target market, or your target audience.
Now that you know to whom you are speaking and the message you are going to share with them, it is time to talk about how to find these people and how you are going to deliver your message. And your medium is going to make it all possible.
Is The Medium Important?
I want you to understand that there are two main things that are really important about the medium, and why you should take some time actually finding the medium that is going to supply you with the most benefits.
First, your medium is going to allow you to streamline your marketing and advertising so that you are effectively reaching your target market and you are reaching them directly.
Nobody wants to market and have to go through 3 or 4 steps to get to the potential buyer.
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You want to get directly to your potential buyer, direct to consumer. It is what we call direct marketing or direct response. You want to get to your potential buyer fast and want to get as much of a response, in other words a return as quickly as possible.
The second important fact about your medium is that you want to be able to choose a medium that allows you to increase on your return on investment.
Now why are we even talking about return on investment?
Well, because we are talking about the medium, also known as, the channel you will use to advertise.
In most cases you are going to have to spend some advertising dollars. The great thing about advertising is that we have a way in this day and age, in this Millennium, in which we can significantly reduce our cost of advertising. In fact, many times we do not even have to pay for advertising because the adverting cost can be so low compared to the types of returns that we receive. Now, if you compare that to more traditional ways it is very tough.
The Reality Of Traditional Mediums
For example, if you are going to advertise on television, the cost of advertising on television for a 30 second period of time and to do it consistently is very expensive.
So you would literally have to make a large amount of sales in order to compensate for the cost associated with marketing on television.
The average Solopreneur and the average Home Based Business Entrepreneur simply does not have the budget or the capital just is not available for that type of marketing.
So what happens is this type of entrepreneur resorts to more low cost advertising mediums.
Instead they may decide to use business cards, flyers or billboards as the traditional medium of choice. As I’m listing these, I should mention that these are traditional offline forms of mediums.
The 3 Main Forms Of Mediums
There are 3 main forms of mediums.
First there are your traditional offline mediums. Examples of offline mediums are billboards, business cards, flyers, bus benches, bus shelters, and signage or for example car magnets.
Second you have the traditional electronic mediums. Examples of electronic mediums are television, which is an offline technology. Other examples of electronic mediums are radio, tele-classes, electronic billboards or the billboards that you might see in the mall where it’s not just a piece of paper inside the glass, yet it actually changes because it is digital.
Third you have your more online forms of mediums which would be email marketing, video marketing, social media marketing, and podcast marketing, these are online forms of mediums.
I want you to understand that you have to identify what your target market responds to best.
There is not a one size fits all medium.
Yet, that is the problem with tradition mediums, like with TV it is one size fits all. You pay what you pay, without a true way of tracking rather it is working or not, which leads to a huge cash outflow.
The digital world is gaining so much momentum because people are able to increase their ROI.
It’s gaining more market share.
It’s easier to market online, it’s easier to track, it’s easier to measure and it’s easier for you to do the two things I said before which was to streamline and get your message direct to consumer as well as keep your cost so low that your return on investment seems to increase and get higher over time.
Essentially you have the ability to market for free.
How that process works to essentially market for free is when what you make from your sales compensates significantly for the cost that you put into the advertising itself.
So now that you understand the 3 main types of marketing mediums, it’s time to decide which medium is going to be best for you.
A little research is required on your part in order to determine the best medium to use, because every target market responds to things differently.
Understanding The Use of The Medium
If you are in the network marketing industry and you want to actually employ a word of mouth strategy, for example you desire to physically talk to your friends and family, or to physically go to the mall and talk to people or you desire to physically do any of these types of strategies, then the channel or the medium itself is really not the issue. For most people it’s the approach.
The approach that people take to that particular channel is wrong, it’s incorrect and unprofessional.
Even though that that type of medium doesn’t require a financial budget, it does take a toll on your emotional bank.
It takes a toll on your belief system, especially if you are not getting the results.
And what happens is that you feel depleted especially if your approach is not correct, which is why there is all this training on prospecting to help you create a more professional, more effective approach.
Likewise if you choose to use the internet, like I do, and you want to use videos, social media, email marketing, blogs, articles and all these different facets of online mediums, the same as with the word of mouth, it’s not so much that the video itself is going to do you wonders or that it’s not going to work, it’s the approach to it.
So if you look unprofessional in the video or you don’t have your content laid out or you’re just rambling about something that is not valuable to someone or you don’t sound professional, all these different things matter because these are factors in video.
If you are going to be in front of someone, just like television, then it’s again the approach, it’s not the video that’s the issue, it’s not the channel it is how you are using that channel.
So whatever channel you decide to use, make sure that your approach is one that is going to allow you to get a favorable response.
And in fact that is the most important thing about the medium, is that you choose the medium that is going to give you the best bang for your buck.
How To Identify The Medium With The Best ROI
In order to determine the medium that is going to give you the best ROI, you must identify where your target market is going to best receive your message.
If your target market is hanging out on podcast, and you do some research and learn this information, then why would you spend all of your time sending out postcards.
Well, if you’re just watching somebody else talk about how great postcards are and you have yet to consider what your target market actually responds to, then you will just follow blindly.
I see so many marketers out here fumbling and failing because they are not really looking at their business, they are looking at the business of someone else and they are trying to do what other people are doing without first considering how it will affect or apply to their target market and their message as well as their business, product, service, or opportunity.
So be mindful of what you are doing and who you are talking to and then choose a medium.
One last thing in closing, I’m going to suggest and recommend that you only start with one medium.
Why?? Well, because you have to test and track your chosen medium.
You have to see what is working and you have to identify whether it’s not working.
If you are spending money, it makes more sense to figure out rather the $100 that you spent on that Facebook ad actually made you $150.
If that happened, then the question is: Are you willing to spend another $100 to make another $150?
Now if you are smart your answer is YES.
Yet right now what you should be looking to do is to identify how you can reduce the cost to increase the ROI.
Now if you’re spending $100 and all you make is $50.
Then obviously you don’t want to do that medium anymore, as it is insane to keep doing the same thing over and over and expecting different results.
If it doesn’t work that way, change it, yet if it does provide a favorable result then what you need to do is figure out how you can optimize those results for a higher ROI.
So choose one medium to work with for the next 30 days, the next 60 days, the next 90 days and then track and measure.
Now this is a bonus, if you are going to do some of those offline marketing strategies like the business cards and flyers.
Here is what I recommend to help you in your tracking and measuring department.
Place a different link or phone number on your business cards from the one you place on your flyer.
So that you can track inbound calls or you can track clicks to your links.
Then you know this link is only on business cards and this link is only on flyers or this phone number is only on business cards and this phone number is only on flyers.
So when you start reviewing the data, then you will be able to tell for yourself rather or not your flyers are working or rather your business cards are working.
And if it’s not working, then stop flushing money into those mediums and start reallocating your funds to something else.
I would suggest doing something more digital because it’s very easy to track and measure. Plus the fact that you don’t have to print and don’t have to worry about how you’ve printed up 1000 flyers or 1000 business cards and there’s an error and then you have to reprint all over again. Now that’s an additional cost, plus you have to wait for the corrected business cards and flyers to come in.
With digital you can just go on your web page and make the changes and save them and you’re done.
If it’s a wrong phone number and somebody calls it and you realize it’s the wrong number, you can just go into the web page and edit the phone number, it cost you nothing in time, it cost you nothing in money and you can keep moving without a lot of down time with your marketing advertising.
Everything continues to run very naturally and very smoothly.
So, I want you to understand that your medium is going to be very important.
We’ve discussed all three cornerstones of your foundation.
We’ve covered the target market, and your message. And now we have covered your medium.
Now is the time for you to do some research, this is your action step.
Go do the research and find out what your target market is most interested in. Find out where they hang out and then start delivering your message through that particular medium as well as tracking and measuring how well your results are with the use of that particular medium.
Now that you have this foundational piece you are now equipped to go out there and do what you need to do to dominate in any market, in any niche, with any product, service, or opportunity that you have.
Realize that most entrepreneurs do not do this.
They just run out there, they try to market something, they don’t know what they are doing and they are going off of somebody else’s hype and somebody else’s momentum and they just aren’t paying attention to what’s working in their particular business.
So there you have it, you are now equipped to go out there and build your foundation.
The next series of posts are going to building on this foundation.
This past set of post were all about creating it, let’s now move forward and start coving some structural things and start building your enterprise on these marketing principals.
I can’t wait to start sharing this information with you.
If you have yet to get started with me and work with me one on one where I can help you to actually implement and execute these marketing strategies and principals in your business, what you want to do is click here and partner with me and let me help you take your business to new heights.
I can’t wait to work with you and help you to take 2016 to the next level and help you to build a more sustainable, successful business especially in the environment o f the online marketing world.
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