How to run all 3 types of advertising effectively?
This alone may help you make so much more out of 2022.
Answer me this:
What is the difference between… Marketing vs Advertising?
According to excellent Investopedia: “Marketing refers to activities a company undertakes to promote the buying or selling of a product or service.
Marketing includes advertising, selling, and delivering products to consumers or other businesses.”
In other words, Marketing is the umbrella terms for all external facing activities. It includes a lot of front end and back end areas of business.
So how would we define advertising?
I’d say it’s simply this: Getting necessary eyes on offers 👀
And this is the one area of marketing that is completely front end and audience-facing, you absolutely need to ensure you’re always running.
Why?
Without this, you don’t end up with the required Revenue To stay and keep yourself in business. And yet still, people avoid advertising.
[See my much discussed “Advertising is Vulnerable” piece to Better understand why this might be.]
Ultimately, you need to ensure you’re running!
3 Types of Advertising:
1 Organic advertising
2 Paid-After Advertising
3 Paid-Before Advertising
Facebook and other types of “buying clicks” advertising falls under #3, because you pay in advance, or before a purchase is made.
So let’s confirm the other two:
Organic is just that: your email list that you now “own”, and also the free social media posting that has supremely limited Reach.
Due to the algorithm limits on all platforms, you need to understand completely that organic Reach is tiny.
The most important and valuable part of organic advertising, is the authority and consistency you create and articulating your message… More on that coming soon!
And Paid-After Advertising refers to Referrals and Affiliates.
These are your peer partners in business who promote and advertise you to their own audiences.
They are advertising FOR you.
And once a purchase is made through them, you are paying them for that advertising. After one thing I always confirm with all new clients:
Are you running all three types of advertising?
For me, the greatest ROI anyone usually makes is in Retargeting.
This is when someone already warm to you and your business, Is reminded of an offer you’re making. Everything is easier, and time is shorter. And ultimately, I don’t mind how they get into your business in the first place: organic, Paid After or Paid Before.
All are insanely valuable!
But you absolutely must use paid ads – Paid Before Advertising – To ensure retargeting for major offers of over $100.
Never skip the retargeting!
