B2C Marketing Strategy With A Potential Customer - YouTube

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.