'We Listen So You Don’t Have To' is a recurring series by MarketTap, where we recap the latest and greatest of the digital marketing and social media podcasts. Times, they are a-changin’ and we’re dedicated to keeping up to date with all the trends, tips, and technologies. We believe in sharing this wealth of knowledge so we can help your business grow.
This week we tuned into Social Media Social Hour Podcast with Tyler Anderson and his guest Billy Shaw, one of the top online marketing influencers, educators, and practitioners.
Your business is all set up. You’re on Facebook, Instagram, LinkedIn. Your website is locked and loaded. It’s time to sell. You need to find your customers, generate leads, and turn those leads into paying customers. What’s the next step?
“People are taking the slow lane when there is this giant opportunity with paid ads right now to bypass all the BS.” - Billy Shaw
A well-structured marketing and advertising strategy cannot be stressed enough. Social networks are constantly updating, making it harder for smaller businesses to be seen and heard when marketing themselves organically. More and more companies and brands are using social platforms to market their businesses and advertising space is getting scarce. Now, more than ever, it is crucial to look into a paid marketing strategy. Putting dollars behind your content will ensure you are reaching more potential customers in your target demographic with frequency, at that. It is imperative to have a budget for paid ads.
“If every entrepreneur and marketer had to get ONE tattoo it should be two words ‘BE SPECIFIC’” - Billy Shaw
The days of big billboards marketing are over. However, this is still how many people view advertising: get a broad message out to as many people as possible. Not only does this strategy not work anymore, social platforms will actually punish you for placing ads in front of people that are not relevant by charging you more. Building specific audiences and having specific ad sets tailored to the needs and desires of these segmented audiences will without a doubt lead more potential customers down the funnel than one broad message intended to target everyone.
An ad should never click through to a website. No one wants to have to do the digging and work to find what they thought they were clicking through to see. Send your clicks through to a landing page and make that landing page as simple and straightforward as possible.