Transcript
Good morning world. My name is Miles Bassett, and this is Ask Wildman.
Hello, once again, my name is Miles Bassett. I’m the CEO and founder here at Wildman Web Solutions. We’re producing this open Q and a called Ask Wildman to open yours. Open to answer your questions while this is starting off. To answer your questions about technology business. Marketing advertising design, whatever else you want to ask us about, we are a full-service digital agency.
So, me and my team are here to answer your questions about anything and everything that we offer. Or if you just want to jump in and ask us about your day, you are more than welcome to do so here, we’ve got our first example, Jeff jumping in and hello, Jeff. Please follow his lead and throw your questions in the comments.
Or if you’re watching this later, you’re not catching us live. You can email us your questions at askwildman@wildmanweb.com. And we will try to get those questions either in this episode or next week on this show. As we do this every week, Wednesdays at 11:00 AM live streaming to our Facebook, YouTube, and now Twitch channel.
We also have all of these episodes on our website. If you haven’t checked it out. All right. Our website is Wildman web.com. You can come over here and under the resources tab, we do have our live stream archives. So, you can check out all of our previous live streams over the last couple of weeks. If we said anything brilliant, say six weeks ago, you can jump in here and see what we said.
And as we get going through all of this, we are also uploading the entire transcript of all of our shows. So here you can jump in and see exactly what we said. We’ll try to put in links and everything. So, we do this as a resource to you. And this is just another step that we take. In addition to that under our resources, we do have some really awesome stuff for you.
All of this is free and available to everyone. We’ve got our blog. Where we put up articles very regularly. We’ll see a couple of articles a week coming up here with some great resources. Here’s one that I wrote based on a conversation we had here on this show about hosting website hosting for small businesses.
So here you can read through all the different types of hosting that I talked about. Different hosting features. You want to be looking for all the verbiage. So, you know what to look for. You’ve got some mornings to look out for, and finally, just helping you to make some decisions on hosting for your website.
We’ve got tips on Instagram. We’ve got updates. Here’s Google my business. It’s just rolling out a new feature and we’ve got another new feature I think coming out here in a little bit, but we keep you up to date on all of that. So please check out our website@wildmanweb.com for all of these awesome resources now on with the show.
All right. To help me answer your questions, I’m going to be bringing in my partner in crime, Mr. Mike Hanna. I didn’t do it miles. He is there we are. Hello, Mike. Hello. How in the heck are you doing today, sir? Doing good. And on that? No, that is actually why we do this show. It’s just an alibi. It’s just that’s the entire reason we’re on here.
Lie. The time code never realize that is true. We are here, live on our Facebook, YouTube, and Twitch. So, pick your poison there and then throw your questions in the comments below and we’ll try and get to those kinds of as they come up. And again, if you are seeing this later, you can email us your questions@askwildmanatwildmanweb.com.
If you need that written, I do have that scroll on below us here in this little crawler. So, grab that email us, and we’ll get to you next week, Wednesday at 11, but make sure to tune in live. It’s more fun. Live. Lots more fun. Okay. We’ve got a couple of points to hit over from last week. I believe where it was.
I with this, I pulled up the website to share with everyone and completely lost my notes. So that’s what I get. You’re providing reasons you have notes. You’re better. You’re more prepared than I am. I try to, it’s easier said than done. Oh, it looks like, oh, we’re starting off the show. We’re getting a call on the business line.
So, I think Mike is going to take that. Okay.
And we’re going to pull this screen off here while he takes that call again. We’re here to answer your questions. So please take a little bit and throw your questions in the comments below, and we will hit those. So, while Mike has taken that call here, I want to talk a little bit about this morning.
As I’ve mentioned several times on this show, I’m coming right off of 1 million cups, Lawrence. It’s an awesome organization, which I have the honor of being an organizer for where Entrepreneurs and business owners from a local community all get together to listen to a presentation from a local business owner.
It’s not a pitch meeting or anything. It’s people coming up. They’re talking about their business, usually new businesses presenting that to a room full of entrepreneurs and business owners. No, getting some questions from them getting some input from them. So, we get to see some really interesting presentations get to know a lot of really good people.
It’s an awesome group of people that comes in there all the time. So, if you are a local business owner, you’re an entrepreneur. You’re thinking about starting a business. Come check us out 1 million cups, Lawrence. But if you’re outside of Lawrence, see if your city has one. I know Wichita has one, Kansas City has one to Piqua house one.
I’ve been to all of those. But it’s present in over 180 cities around the country. So even if you are nowhere near local here, check in and see if your city has one. But right now, a lot of them are actually doing virtual. So, you can hop around and jump into the Moines, 1 million cups or one up north or something.
I’ve gone to Manhattan’s 1 million cups a couple of times. So, you can jump in there and check that out. Okay. It looks like we might’ve gotten a mic back. Okay. I am. There we go. Hello. Sorry, a little plug for 1 million cups this morning while you take that call. No problem. That was our good friends over at the chamber of commerce.
So, we’ll give them a ride. Always great to hear from the chamber Ana, that’s another good one story. There’s a, there’s one of the things, yeah. I really love about the Lawrence community here that the Lawrence business community is just, it’s so awesome. There are so many different variations of it. So many different little groups, 1 million cups are an awesome one.
The chamber, if you’re not part of the Lawrence chamber, they have tons of events and resources and lots of helpful things there. They’ve got the SBDC in there and the chamber office, we couldn’t have started up our business. Had that as smooth as it was without their help. We’ve also got Lawrence, young professionals who are meeting up this afternoon.
I believe at four. I want to check and see where that is. I want to say they’re at the big mill. I believe it’s place over at night. They take young pretty loosely there. So, if you are a quote unquote young professional, or if you’re just a local business owner, or if you just want to hang out with some peers, I think we’ve got Tiffany Hall from the chamber speaking a little bit about chamber ship membership there.
And then someone was going to talk about the leadership Laurence program this afternoon. Stop by big mill. I think it’s a four. PM today. I’ll check on that and make sure, but yeah, this is just such an awesome local business community and there’s so many great things out there and we’re doing our part to try to contribute and put out some really good content and answer some questions.
Yeah. Jeff points out that 1 million cups is founded by the coffin foundation in Kansas City. So, it is a relatively local organization that’s expanded out nationwide. No Kansas City business community equally. Awesome. Hello, Kansas City. All right. So, we’ve got a couple of things that we wanted to go over today.
Primarily Mike, I know you have one, a little bit of a passion project you’ve been working on for the last couple of weeks, building out what we’re calling our seven-step marketing plan. If you don’t follow us on social media, I don’t know how you’re watching this right now, but you should, as we just posted something, I think yesterday about a nice little infographic that kind of goes through.
Our seven, our new seven step marketing plan. This is not only a service that we’re providing, but also just a really cool model that I think that we can throw out there and maybe answer some questions about something that not enough. Owners really do. I think they know that they need to advertise.
So, they go out and they buy some Facebook ads, or they buy a billboard, or they put something up in the Lawrence journal world or whatever it is. But marketing is a little bit different from just throwing an ad out there and saying, come buy my stuff. And even those who really do understand marketing in depth, I feel like too many people don’t take that step back and really craft an in-depth marketing plan, which is what this is.
This is for. All for that plan. And you’re not going to be nearly as effective in your actions or in any, or of your efforts. If you don’t start off with a rock-solid plan. Mike, do you want to talk a little bit about your seven-step marketing plan thing miles? Yeah, let’s get into it. Yes. It’s certainly something that we come across as a need and a question many times throughout the course of the weeks with clients, of course, before anybody wants to say.
Advertising was to start spending money. We always put a plan together for them and or recommend that they put a plan together for them, if they’re just using us for strategy, maybe not the execution part. That’s a vague term, and so a marketing plan could be anywhere from a few pages long to a novel, depending on the scope of the campaign and the business and all sorts of other factors.
And so, what I’ve done to just make it easy. To, to put a model in place, so to speak as you’re cut, you’re building out a customizable marketing plan because there are no one size fits all solutions. Everything has to be customizable, but whether you’re doing a two-page marketing plan or a 20-page marketing plan, if you have these six elements in it or six steps, For lack of a better term.
You’re going to be on the right path, no matter what you’re doing or what kind of category you’re working with. So, we’re going to take these one by one and just do a little deep dive into it. If you have questions, of course, if you’re watching here on the stream, put them right down there below, we’ll get to those.
If not, if you’re watching this later or you. You are watching or listening to the podcast, excuse me. Later on, then you send us a message. We happy to hop on a phone call and go over this or tell you how it specifically applies to your business. This is something that you can also implement in your business yourself.
You don’t have to hire somebody to do this depending on your situation, you, you may want to or should do that, but it’s certainly not a required. And, if you’re a marketer out there and you’ve got clients and you’re looking for a way to easy way to put together a successful marketing plan take this and run with it as well.
We’re here to help everybody and try to stop marketing malpractice, wherever it may be served. Okay. So, Larry is caring, sharing, secure kindergarten, cheers to that. Okay, so let’s get into it. The first thing you need to do is you need to just take it from 30,000 feet and you need to create a strategic summary.
So, in a couple of paragraphs, it was really all you need here. What is it that we’re trying to do? What is our end goal and what are some of the key steps that we think are going to be helpful on this goal? What are the pillars of this project? So, to speak? So, all of that needs to be clearly explained in the first area of strategic summary.
The second part. So, when we do a deep dive into your products and your goals. And so, if you’re a service-based industry, you can re you know, swap out products for services. They’re pretty interchangeable here with what we’re talking about, but what we’re going to do is we’re going to do a deep dive on each one of your products and services.
And we’re going to figure out exactly who is that intended to, what do we want them to do with it? And most importantly, what is the value that the end user is going to be able to get out of that? What problem is that going to solve? And what are our goals attached to these products or these services?
Who do we want them to reach? How many of them do we want to sell? What is the lifetime value of a customer, and all of those kinds of things? What is my Mo. Though what is going to be a good cost of acquisition. Those are all things that we’re going to, we’re going to input.
And we’re going to study in this second process when we’re doing a deep dive on the products or services, and then attaching goals we want to achieve with those products and services. Third thing is probably my favorite and that’s the situation, situational analysis. And so, here’s what we do is. We take the products and services, and we take what your strategic goal is that you want to achieve with those products and services.
And then we basically figure out how realistic is this. Compared to what the market thinks and what the market wants. Because we can have all the best laid plans in the world and the best ideas and this and that. But if it doesn’t reflect the actual true intentions of the market and what the market wants, it needs, it’s probably going to fail.
And we’d rather figure that out now then 20 or 30 or $40,000 down the road. So, we take a whole lot of care in that. Stage to do research, to do data analysis and to really figure out what is happening in your marketplace. And are your goals realistic? What are your competitors doing? What is your marketing bridge issues or what are your marketing bridge strengths?
And this is also when we really deep do a deep dive into your U S P. So, everybody writes that down. Unless you’re driving. Don’t do that. A USP, your unique selling proposition is what USP stands for. And this is a very important thing that we want to highlight here in the third step. And we want to figure out where in the marketplace do you have a strategic advantage?
Where do you sit in the marketplace that you can take advantage of a situation? And that’s what we want to exploit obviously. And that’s where we’re going to put our dollars and our efforts and our attention and to moving that needle. And so that’s in a nutshell, there’s a lot that goes into step three, but that’s in a nutshell what we do and in step three.
So, step four is the segmentation of your audience. And this is also a really important step because we have to understand exactly who we are talking to. Exactly who our audience. And of course, as we talk about all the time on the show here, we have to reverse engineer what the audience wants, what is the problem that the audience has that we can solve?
And what we want to do here is we want to figure out exactly what all the demographics of this core audience are. And for you, it could be, you have one core audience, you could have six or seven different core audiences that are attached to different products and services, going back to the second step.
And so, here’s where we want to set it. All of that stuff out. We want to align it. And then we want to create marketing messages that are contextualized to each one of those audiences. So, if I have seven different audiences and I’m selling, five different products to those audiences, I’m not going to say the same thing all the time.
Where I’m going. I’m not just going to say I exist. I’ve been here since 1947, buy my stuff. I want to take a little bit more care. And I want to talk to each one of those individual audiences as contextually, as I possibly can about their unique problem and my unique selling position of how to solve that problem.
And so that’s what goes into step number four, segmentation of your audience. Step number five is the communication strategy. So, this is basically where retailers. Who the audience is and what we want to say to them? And we put it into the proper channels, and we make sure that the copy and the creative and everything is contextualizing appropriately to how we want the audience to react.
And so obviously this is a very important stage, as we say, a lot of times, we’d rather see. The right thing to the wrong person, then the wrong thing to the right person. So, you want to really take a lot of time in this stage to craft your message and to make sure that it’s going to be something that’s going to be relevant.
And it’s going to be something that is going to engage the audience and bring value to the audience. And of course, we always say, value something that is educational or informed. Or entertaining educational being the most important thing. And so that’s what we always want to do when we’re communicating and building out our strategy is again, keeping that, that value proposition in mind and how are we going to deliver it?
Through our communication to the end consumer. And then the sixth step is the action plan. And that is when we take specific steps to reach very specific goals. And of course, these goals have to be relevant, but they have to be relevant to the bottom line. And that’s really important because a lot of people, when they’re crafting a marketing plan, they come up with goals.
That are really irrelevant. Like it really doesn’t matter if I grow my Facebook page by 3000 followers. It’s not going to hurt. It’s a nice to have, but that shouldn’t be the main focus of my marketing campaign. If I’m a restaurant, the main focus, my marketing campaign should be getting 25 more covers on a Monday night, or wherever my pain points are that I need to fill spots and tables.
And that is what my action plans should be tied to is a very measurable relevant. That ends up being something you can measure in the bottom line and not just the antics and clicks and views and things like that are more kind of vanity metrics. And so that’s the most important thing that you can do here in the action plan stage is really make sure that we’ve identified what our KPIs are, key performance indicators, and that those are tied to real metrics that are tied to our budget.
And then step seven, we’re almost done. And that’s just when we do our summarization stage and we come up with a, go back through all the six stages and we summarize it, and we form a conclusion and then we get out there and we started having some fun. So, there it is, like I said, no matter what kind of industry.
You’re dealing with, or if you’re doing a small campaign or you’re launching a whole brand-new business, if you incorporate these seven steps into the plan, you’re going to set yourself up for success. So, there you go. Miles, if you have anything to add feel free or if there’s any questions down below, I’m happy to answer.
Yeah, I think that was a really good summary of our seven-step marketing plan. I just want to add a little bit of. Sort of real-world information on top of it, because as you’re going through each of those steps, I’m thinking of when I’m working with someone on. On the backend of something, we’re building out a website, we’re building on an app or a custom software piece.
A lot of that, a lot of the time we are even unknowingly developing something or billing, building something to respond to one of those steps or to answer one of those questions. It all ties back into that plan. For example, I’ve got a couple of projects right now, but one in particular that I’m thinking of that really ties into step four.
And I was continually talking to them about audience segmentation. And this was before we had even completely finalized this and all these steps here, but it completely ties into that step four of segmentation, audience, they have a fairly complicated business where a lot of different types of people are coming in to utilize different services.
Say they have, I think they had six main services that they put out to people and the person who would best utilize each of those services. Is a completely different person. There’s no demographic overlap between all of these different products and services that they’re offering. And so, their broader messaging can be very difficult.
And so, when we’re building something like a website, like we are for this organization it can be a little bit difficult. Cater to all of those very different personalities, there’s different types of people. And so, in the initial design stage, I had them go back and say, forget everything that you know about your business.
Forgive it. Don’t look at your current website. We’re going to start from scratch here. Think about the people. Your audience, the customers that are walking in the door and organize those into a couple of different buckets. Think about the commonalities and the differences between these people that are walking through the door.
Are these more is this a direct-to-consumer type of thing? Is this a business kind of thing? Is this a young person, an old person? Where are we at in what kind of demographics are we looking at? And these different audiences. And then come back to me with those. Audience segmentations is the proper term for it.
I was saying buckets, bring me those buckets of people. And then we will build a website around that we will design it so that if we get anyone coming from any of those audiences, it will be one, a nice landing page that looks pretty, and it’s like where they want to be. And then very quickly we’re going to, or we’re going to separate those people and we’re going to organize them out.
We’re going to filter them out into the section of the website that they want to be. That is going to be more. Applicable to them and what they want to do and how they engage with your business, because these different individuals, different characters, or avatars, or whatever you want to call these people are going to interact very differently with your business based on where they’re coming from and what service they’re looking for.
And we can cater our messaging or in this case, the website to those audience segmentations. So that’s what, we’re just a real-world application of something that I was just doing with. Last week that tied directly into one of the steps here, but any one of these steps can apply to something executable that you are either something that you are doing or something that you should be doing in your overall marketing messaging, online presence, or real-world presence in your business.
So, I just wanted to throw in that, that, that kind of real-world action to your high-level explanation of this marketing. Yeah, that’s a great point mile. And I’ll just throw one other tidbit in there. Even if you do only have a single audience, let’s say I only sell to women 35 to 40, and that’s it.
You should still segment your audience because all those people in that audience that those women, 35 to 40 are in different stages of the buying funnel. He got people to talk the metal in the middle and the bottom. And so, you don’t want to say something to somebody the, at the bottom of the funnel, if with a top of the funnel type of message.
And vice versa. And so, these are the, yeah. This also applies to people who just have one singular demographic and that’s all they sell to. Yeah. There’s a lot of ways that you can segment out your audience and communicate to them properly, which is why, the very next step of this plan is a communication strategy.
You have to strata. And once you have those different sections, yep. You’ve looked at your different demographic sections. You looked at where they are in the buying funnel, all these different variations that you have within your audience, you then have to create some sort of strategy to communicate with these people.
And it’s going to be very different depending on if you’re talking to a 45-year-old woman versus talking to a 20-year-old woman. If you’re talking to someone who is just barely aware of your business or someone who’s been considering you for a long time, maybe they’re a repeat customer. That’s going to be a very different messaging to those different kinds of.
Like I was actually talking with a guy this morning, Sir Jerry Wang, I think is his name of dried and watches. So, watch company out of Kansas City. And he was having a really hard time breaking out of his bubble and was wanting to get out into different markets market, to younger people who are all there with their smartwatches.
How do I get them to buy a traditional high quality watch these people don’t really know anything about it? We were talking about. Changing up his content play and doing more education of what do you need to know about a watch? Why would I want a high-quality watch versus the cheap one I get at Walmart?
What’s the difference between the battery powered ones versus the ones that are the non-battery powered ones that are just making? Why would someone want to buy something higher dollar? And why is this more important to get this rather than your iPhone that has the time on it or your smartwatch that also has the time on it?
What is the unique selling proposition for something like this? And so, in, just in that conversation that we had very quickly this morning, we hit like over half of this marketing plan, or at least scraped the surface of a half of the steps in this marketing. Those are the steps because those are the ones that always come up that you always need no matter what you’re doing.
And, I think, the, if you can have one big takeaway from what you want to get out of this plan is a really clear focus of what my value is. What is my value? That I bring to the end consumer. And that has got to be the number one thing. And just, if you always focus on that, you’ll end up in really good places.
And in people get sidetracked, they don’t understand the psychology buying value is a hundred percent what people buy. Nobody cares about price. And that’s, we always get caught up on price. Right? Nobody cares if you go to the doctor tomorrow and he’s you’re about to die, but if I give you this surgery, you’re going to be okay.
And you’re going to be like walking out of here in 24 hours. Are you going to ask them how much it costs? It’s all a reflection of value. And so always focus on that and always be bringing that to your end consumer. And you’re going to start getting a lot better results from your marketing tips and a statement on modern healthcare from Mike multilevel analysis that started on that.
You do make a good point there. It’s not necessarily about the price and it’s not necessarily about these very simple factors. The surface level factors you talked about the vanity metrics is it’s not necessary for you to get 3000 followers on your Facebook page.
It’s nice and it’s not necessarily going to hurt, but that shouldn’t be your primary goal. Just like price. Shouldn’t be your primary focus when presenting the value of. Product your service, your business. And that’s what having an actual strategy here is really going to help out with. I think too many people just fly in without a plan and they just start throwing stuff out there really sudden sitting down, doing a little bit of research, understanding what the market is doing around you.
Thinking about your audience, thinking about how you communicate with them and then putting together a real action plan on getting that message out to those people in the right way at the right time. That’s probably. A hundred percent miles. So yeah, we did just post this on our on our social media yesterday.
So, check it out. There’s a little graphic there showing you what all it is. I think I just shared it earlier today, yeah, check that out. And then, like Mike said, if you have any questions on it or your specifics or how this would apply to you and your business specifically just send us a message, send us a DM, or email us, ask wild man@wildmanweb.com.
And we’ll try to answer those questions either. Just, we’ll respond to your email there, or we’ll hit you next week on this show. As we do this every Wednesday live at 11:00 AM streaming to our Facebook, YouTube, and Twitter. Yes. Yes. Should we get into some news here miles and we don’t have any questions popping up down there.
And then I think Jeff and I have Jeff still in the stream with him, him and I got to talk some golf before the hours out. So, we should keep this moving. Yeah, we’ve got a couple of people on this. I think Jeff is one of them. I can’t really, I can only see total numbers per platform.
I can’t see who it is right now. Jeff, if you’re one of those Facebook people, then when you get ready for your PGA championship picture. Okay. All shall we get into the news, or we have any questions we need to get to first year go for it. News desk. It is. Okay. Okay. Let’s hop into the news.
We talked about Elon at the very end of the news last week and. Yeah, not much happened after Elan was on SNL and then, oh, what a difference a week makes Elan’s been pulling all kinds of levers. We won’t get into the crypto news, but let’s see it needed the combination of Elan doing something.
And then Mike, Hannah saying something, the universe just had to prove you wrong. Yeah. And now the crypto market’s down 18% this morning. We’re not going to get into that. Okay. Let’s talk about content marketing, one of our favorite topics here on the show and a big believer in it, always given some love to jump let’s see, and content marketing Inc com.
And so, make sure you’re going over there and checking out all those free resources there, but in the news, a couple of big brands. Jumping into the content marketing space and actually one that’s not, I wouldn’t say jumping into it, but maybe just jumping into another platform, a one that’s been in the content marketing space for a long time.
And that is of course, mountain Dew the beverage soft drink company they’ve been doing. They’ve sponsored like the X games and things like that for a long, arguably an early adopter of this kind of they are. Yes. And guess what they’re adopting now? Our old friend audio. Yes. Oh boy. Of course. We’re going there.
Of course. Just on the audio. Yes, we love voice over here. And so got that on there. Ask wild man. Bingo. That should just be the free square in the middle. Mike talks about clubhouse. Yeah, I was, no, I didn’t say the C word. I just said voice actually not, this is not clubhouse related. No, they’re launching a podcast all about professional basketball and the players, origin stories.
So, a little interesting twist there, and they’re going to do a player from the NBA and the w MBA and a, yeah, they’re launching it as a podcast jumping into the audio space, but yeah, they’ve been doing yeah, like I said, events and extreme videos and stuff like that. For a really long time, as well as some product placement and traditional call to action branding, in some of the more traditional tactics as well, but as you’re right miles, a big adopter of content marketing early on was mountain Dew.
And then another one who, as far as I can tell that this is their first-time doing content marketing, and that is Laurie. The makeup line, one of the largest, if not the largest makeup line in the world, not just makeup. I think beauty products in general miles, I’m going to have to plead ignorance.
I’m not familiar with a lot of their products, but they have launched a hair show, a seven-episode online video series about the cultural impact of hairdressers. And so, they are also jumping in and it’s going to be on YouTube and it’s going to run for 30 to 45 minutes per episode, available in six different languages.
And this is certainly a shift from their traditional marketing ads in the past. They’re probably a brand that until recently has still been spending a gob of money on magazines and print and things like that. We think about guy who’s still spending that money. It’s brands like L’Oréal until now.
And they’re out obviously shifts. And to doing more content-based marketing, so good for them. And then jumping out of the content world miles, but into something we’ve been talking about a whole lot. I guess not out of the content world, but it a little bit different type of a play here. And that is first party data being leveraged by big company.
To open up their audience to the product lines that they sell inside their stores. And we’ve talked about this. We’ve had several examples of this over the last few months from really large retailers that we all grew up, heritage brands like Macy’s and people like that. And the latest to jump into this game is Walgreens.
And so, Walgreens has announced they will now offer brands, the ability to reach customers via over the top. Services, which of course is OTT and connected TV, which is CTV and traditional linear television across a hundred apps and 10 supply side platforms with an inventory of 2.5 billion daily impressions.
And this is a course part of a larger trend that we’ve been talking about. Really since, I don’t know, fourth quarter last year, at least. And that is, the whole digital marketing space has changed and is continuing to change. And it’s moving from a third-party data primary primarily Where we were basically leveraging third-party data in order to reach people that were interested in our products and in order to remarket and retarget to people that were interested in our products.
And now it is a first party or sometimes even a zero-party data. World. And so that is what all these brands are jumping into. They’re leveraging their databases, which is something that we’ve been telling all of our small business clients and everyone who listens to us. Since the Dawn of time is that you need to also be building up your own database on platforms that you control.
And so that you can market to those people as you see fit and not be at the behest of the whim of big media giants that can change their platform and do change their platform routinely whenever they feel like it. So hopefully you’ve been hearing that advice and you also have a big stash of first party data that you are going to be able to leverage.
But some also some, some things that are getting more applicable to small and medium-sized businesses. The streaming services and OTT and an inserting your commercials and your content into those spaces is becoming affordable and accessible even for the smallest businesses miles.
And I’ll also throw in platforms like Spotify. It’s getting easier, and cheaper these days to insert, going back to audio to insert your audio brand. You’re Sonic branding into platforms like Spotify. And you can do that on a local level where people in your area will be able to hear that stuff and you can talk to them, directly into their ear.
So that’s awesome. A really powerful tool. And then of course, don’t forget that was mentioned in that story as well. YouTube going back to the, yeah. And YouTube ads right now are just absolutely crushing it based on remarketing and search terms that people are searching for on Google.
Man, don’t sleep on that, especially if you have anything call to action related, direct response marketing related. Definitely. Skip out on that. So that’s really all I had from the news desk miles a light Newsweek. I’m sure things will pop up. We’ll have some craziness happen before, too long again though, but that’s all I got.
I just want to add in new sort of update, little bit touching on one of those stories to, we talk about gathering first party data all the time how a lot of different apps and software’s and everything are shutting down. What have become the traditional ways of gathering user data as becoming more and more important to get that zero first party data from people so that you can market them directly and pulling all that traffic, all that attention back to something that you own a hundred percent.
And probably one of the biggest updates that exemplifies this trend is that iOS update. We talked about a couple of weeks ago, 14 five updates. It came up. It happened. We’re starting to get the numbers in there, starting to get some Metta studies, both here in the us and internationally to figure out how many people actually opted in.
So, to review really quick before, before we get to that just reviewing really quick, what it actually is, the updates that they released. 14 five. Basically, asked you to opt in to sharing your data to third party apps for marketing reasons, rather than previously, it’d been pretty much the same thing.
It was just hidden in the back, and you had to explicitly opt out. So, the default was putting your information out there now. The default is keeping our information to yourself, and you have to opt in to sharing your information. And no one really knew how many people were actually going to do it. Most people guessed that, if you ask someone, hey, do you want to share your information with people they advertise to you?
Most likely people are going to say, hell no. We talked about some of some particular potential advantages to doing that in that if you are sharing your information, then you’re going to get more relevant ad experiences. Advertisements for things that you may actually want maybe interested in getting, instead of just random stuff that have nothing to do with you for all those businesses out there that haven’t listened to our advice here and are still trying to utilize this data that they now have no access to.
But yeah, Mike, as you were alluding to there, the numbers are coming in and they are not good. Everyone is opting out. And I don’t mean everyone is in the colloquial, everyone. The percent of people opting in the United States, depending on the study you’re looking at, I’m looking at one here that says 2%, that’s the very low.
And here, the average is probably laying somewhere around the 5% mark. But yeah, we’re talking about 90 plus percent of people opting out and all of that information is now. Yeah, it’s a hundred percent miles. Now, now Facebook is they’re countering some of this and Google is to a lesser extent, but yeah, it’s certainly a huge shift but also.
That’s half of your audience, half of the data that you were used to getting in some of these things. So that’s a big shift. And if you’re not taking that into account in your marketing strategy, then that’s going to cause some pressure, right? Yeah. There are certainly some things that people need to work around.
There’s also, as we talked about before, big opportunities with this and in Facebook is still crushing it, Facebook is still getting. Really good results. If you’re taking the proper steps and the proper precautions and everything, right? It’s not like Facebook ads are useless. Now you just have to be a little bit smarter about it and be aware that this is happening for those people out there.
Who aren’t aware that this is happening? That’s where the real problem is a hundred percent. Yeah. And you’re absolutely right. That it’s, there’s more people are opted in than most any of the estimates that I saw. And so, it’s going to be a, it’s going to be a really big thing, here’s the good news is yeah, you can still get results.
With Facebook, you just got to work harder, not work smarter, not harder. Use things like call tracking, form tracking, use videos for your retargeting. You can use opt-in forms. You can still sell a lot of those type of tactics are going to work. Traffic ads will still. Pretty good.
It’s going to be most of the conversion-based stuff that’s going to get affected, here’s, some Oregon uses, they email marketing is still crushing it, right? Like text message marketing is crushing it. We just talked about YouTube, and so that doesn’t mean that you, if you’re, if Facebook has been your bread and butter, it doesn’t mean you have to leave Facebook, but it also just means that you have great options out there.
And so, it’s not like Facebook has a gun to your head and that they’re the only play in town. We, we have some great other options out there. And maybe depending on what type of business are you running, what type of campaign you’re running, maybe be better options than Facebook or traditional Google ads that we’re relying heavily on third party data work.
So, lots of opportunities still out there and miles, regardless, that sort of soft strategy that we were talking about of collecting user information yourself is still going to be immensely important moving forward, because I don’t think that. I had said this before on this show here, I think that this trend is not reversing with the updates that Facebook is making Google is making apple, is making all the big tech players and a lot of the smaller ones as well are moving towards this privacy centric view, which I don’t think is the wrong direction.
But it does mean that we have to change our marketing strategy a little bit here. And that we can’t just feed off of this. Pool of data about everyone. We talk about this all the time and trying to take your audience and pulling them off onto something that you own a hundred percent lists of phone numbers.
So, you can do text message, marketing lists of emails so that you can do email marketing. Those are things that you own a hundred percent, whether Facebook decides completely to upend its platform tomorrow, or go back to how it was before you still have. That user information. And you can use that.
However, you want. If you’re pulling people back to your own website, you control your website a hundred percent. And so that just opens up a whole plethora of opportunities there for effectively marketing to your audience. So, we’re going to keep harping on that one, that that, that lesson is not going anywhere.
Anytime soon, collect that first party data and try to pull your audience back to something that you own property on land that you own not rented land. Yeah. It’s all about creating that ecosystem and getting somebody to jump into your ecosystem because that’s the rub right now is that we talk about attention all the time.
And that it’s the most important thing. And it’s the hardest thing to get, but once you get somebody’s attention and once you get them to know and trust you, there are so many tools right now to keep them engaged and to keep them, in that kind of sphere of influence or that ecosystem, for lack of a better term that you can create.
And now, like a mobile app is a perfect example of this. Know, we talk about a lot, but probably not often enough. If you can get somebody to download a mobile app, you’re right there on their phone. They’re never going to go back to Google unless you make them angry and search the category again.
It’s going to take more time for them to do that. And then. Push the button, open up the app and engage and get whatever products and services they need. And now you can with remote ordering and, man, everything that you can do with e-commerce, you don’t even need to have them in a physical store.
Yeah, or anything like that, they can be on the side of a mountain, and you can get them to engage. You send them a text message, push notification or whatever it is, a push notification through your app and get them to engage back in with you and buy something right then and there. And that’s amazing.
But. The none of that happens until you’re able to, like we, I think I gave the Mary Poppins jumping in the Mary Poppins chalk painting example a couple of weeks ago. Once you can get them to jump into that chalk painting with you and have that experience and come into your world. Oh, it’s easier than ever to keep them as long as you have a great, you don’t have a shitty marketing bridge.
Pardon my French, and you’re not just blowing leads and blowing customers right out of the water once you get them in there. But if you’re actually nurturing customers and taking care of them it’s easier than ever to turn LTV, to turn lifetime customer value up and ratchet that up and get more from your customers and you ever had before and really nurture that relationship and carry it.
And that’s the good news in all of this is that things are getting harder, but on the other end of the funnel, so to speak, they’re getting a lot easier and a lot more. Yeah, we really don’t talk about that mobile app feature. Enough because you’re right. It really is another very variation of grabbing that first party data.
You don’t have their phone number necessarily, or their email necessarily, but your app is on their phone. And so, you have their attention directly. And it’s a really sticky process. I, people don’t delete apps that frequently, unless you’ve gotten a new phone look at your phone right now. I guarantee you that there’s an app on there that you haven’t opened in a year.
It’s a really sticky process, especially if that app is useful. In some way you talked about having online ordering, or if you have a like a points or loyalty rewards program built into the app or something like that, that really makes it a utility for them. Then people are going to keep that for effort, and it gives you the ability to send them those push notifications, unless you’re just really obnoxious with those push notifications, then, those things are going to be seen as very valuable and they’re going to have an incredibly high, okay.
Now I do love that metaphor jumping into the chalk drawing like Mary Poppins for two reasons. One, it really, it does exemplify that immersive experience when you’re pulling someone into, hopefully if you follow it up advice here and going through the full seven step plan, you’ve got a full marketing bridge built out.
You really can develop a cohesive, comprehensive, integrated marketing system. Therefore, once someone jumps in, they’re completely integrated into that system and they’re moving through it seamlessly and intuitively from wherever they are, wherever they’re coming from all coming to a singular point that is conversion integrated.
Some sort of connection, real connection with you and your business. And the second point is that I would like to invite everyone watching to join me in imagining Mike dancing around with Dick van Dyke in a cartoon world, surrounded by singing, dancing animals. Is that it’s wonderful supercalifragilisticexpialidocious, even though the sound of it quite atrocious.
Oh, I love Mary Poppins. Aye, man, if I could cut off my arm to be in that cast but to go back for a minute mile about the app point, I think you made a great point there about the utility aspect of it. Th w imagine here’s another analogy for you. I think that the smartphone is a little bit like the modern-day Swiss army knife, and the apps are all these tools that we have, right.
Wouldn’t you want your tool and somebody’s Swiss army knife, and so that’s what you want to think about the importance of getting your app into somebody’s phone. Is it then when they need you when they need that tool to solve a problem? It’s right there. It’s right there in our Swiss army knife.
It’s right there and their tool chest. And they’re not going to go. To buy another tool. They’re going to open up their Swiss army knife. They’re going to use the tool and they’re going to go on and get it done. And so, it’s so important and it’s becoming really affordable. That there’s really no reason to my mind.
We have a client coffee. Five, 10 years ago, no one would have thought the coffee shop would have their own app. That was something that like big fortune 500, unless you’re talking about like a Starbucks or something like that. Sure. Sure. But I mean like a mile pop type of a coffee shop, and today, even the smallest businesses can and should probably have an app to leverage that audience into bring them into their world. That’s really valuable. There’s a ton of great technologies out there for building truly native apps. There are hybridized app builders out there that lets you do both.
There are some JavaScript libraries, even that are allowing other developers to come in, more developed. Able to work on. This means that the cost of everything goes down. Lots of great technologies being invented, not to mention the advent of PWAs or progressive web apps. These are a mix between a mobile website and a mobile app, but it does behave a lot like a mobile app.
And even in some circumstances allows you to do things like access. Native the technologies there. You can get to the camera or location services or sending push notifications, things like that. So, all of this is just making it easier and easier for small businesses and smaller players in the space to get access to this immensely powerful, immensely sticky tool, a hundred percent of miles.
Okay. Yeah. So, we’re coming up on the hour here. Jeff says he is ready for your PGA challenge. Okay. If anyone else has any questions here, sorry, we didn’t get to you, but you can email us@askwildmenatwyomingweb.com and we’ll get to you next Wednesday as we come back here, live at 11. Yes. All right.
Jeff I can’t see the comments right now, so you can you’re, you can go ahead and put your pick in there, but yes, folks, we got the PGA championship coming up, starting tomorrow at the ocean course at Kiawah Island resort in South Carolina, probably the hardest public course, at least in America.
So, it’s going to be a true test mile. I actually got to play this card. About 25 years ago and I shot a 40 on the front nine. I thought I was amazing. Thinking I was going to go to a que school or, he would qualify for the open or something. And then I got to the back dine and let’s just say I did not do very good.
I think I barely got into the clubhouse under a hundred. It is a really tough course. So, it’s going to be fun to watch in great views of the ocean from Kiawah Island. I like Rory, I like, of course JT, everybody. I love JT. I love Spaeth he’s hot right now, but I’m going to pick my guy and everyone’s going to say, oh, you’re just a Homer, but I’m picking Gary Woodland to win the PGA championship this week for a couple of reasons.
It’s windy out there. Gary likes the wind. Okay. And he hits that stinger in the last time, but we were at an ocean course, like this was pebble beach and Gary of course won the us open and also a big out. To our client Messel roofing and exteriors who’s right now is putting an incredible putting green in the backyard of Gary Woodlands home over here in west Loren.
So, they don’t just do roofs and exterior as folks. If you need a putting green, put your backyard, give the folks over there at Mesler a call, but that is my call. And I’m putting money behind it. He’s 120 to one. And I got my money on Gary this week. Rock chalk day. All right. I’m going to pretend I knew what you were talking there.
I’ve played disc golf if there’s any similarities there. But we do have a, there we go. That’s my kind of sport there. Now we do have a pick from Jeff here. We ready? Drum roll and Zander. I like it. I like it. Jeff. It’s quality pick. It’s not if it’s when he’s going to win a big one.
So, it could be his. All right. That’s all I got. Great. Great. Yeah. Let’s wrap up this technology and marketing show with a little bit of sports. Wow. Yeah. All right. I got to run, but I appreciate you as always. And thanks everybody for walking. All right. Thanks Mike. Okay, so that is it from the wild man team this week.
But we’re going to be back next week, Wednesday at 11, live streaming again to our Facebook, YouTube, and Twitch channels. This is also being put out there as a podcast. So, if you’re audio listener, please check. Your preferred audio. Place where out there, wherever podcasts are distributing everything.
So, check us out there. And finally, just go to Wildman, web.com. We’ve got tons of awesome resources there. As I showed you earlier in the show or blog or toolkit, a podcast link. There are soon lots of free resources. We put out there to help our local community, to advance themselves, leverage technology and grow and achieve their goals.
But that is it. That is, it from us here at Y my web solutions. We’ll see you next week, Wednesdays at 11. Thanks for tuning.
