When you are doing a digital media campaign for a brand what do you need to do? you need to decide who to target. I would say the most important target factors to consider are geography & age. The rest is all just gravy, especially if you approach your marketing from a 0 sales perspective. Here is some advice for creating a target audience from the 0 sales perspective.
Shotgun your strategy – Fire everywhere because you do not know who your brand appeals hit the hardest. So just fire everywhere until you catch someone.
Prepare to learn – I thought my biggest appeal for my own business with my first customer was quick website setup. It actually was English speaking, website setup. It is always good to be prepared to change your thinking.
How do they talk to you about your brand? – You need to know what people already think and develop your message from there. Not some imaginary start point irrelevant to where you are. Despite what you might think about Marketing it is not magical brain washing. If you have not talked to any potential customers yet in person… What the hell are you doing? Get off your computer and do it!
Hit global targets online, local targets in person – This is what I hate about Facebook, I have never gotten a Boosted post to target an American or UK audience. I do not want to hit local targets online. Since I had a Nintendo Wii I wanted to use the web to connect with a global audience. When I first started my business I forgot that. Thanks to Fiverr I remembered. If you do not plan on personal sales at all. Your business will go under, that is a fact not a suggestion.
Learn how they use technology – For example everyone I know reads my website on their phone & link through Facebook. That is why I make my website mobile adaptive and keep my Facebook content active.
Media planning is a nightmare on the internet. Not because there are too few options. Just because there are many options and the average small business owner uses three. here are the three people think they need:
Instagram + Facebook
Anybody setting up a small business thinks as long as they setup content on these platforms they are going to do just fine. Then they are surprised when their content does not convert sales, generate a buzz or any kind of interest what so ever.
Sponsor influence blogs – Find a blogger that matches your brand image and have them talk about your products. If this means sending them freebies or even paying them $15 it is worth it to get the exposure and brand personality.
Click advertising on interest websites – If you can find a website that targets your geoegraphy, with people who match your product. Then you can setup click advertising on their page. Make sure your hyperlink is present! Our business AshtonDeroy.ca Just ended a relationship with an on demand radio channel because they stop sending us click traffic.
Get interviewed & Published online – It amazes me how many people reject interviews about their business. Get interviewed and get published. If the interview is free. then it can bring you a lot of credibility and an audience. Do not get in trouble in your interview!
Create events – If you are an out of home Shopify seller you can do personal parties. An old trick from the sneaky people at Avon. It works to get sales! my aunt did it for her birthday party to sell Love Winx Products.
Send recommended products to friends in Direct IM – Never take direct sales out of the equation. It is one of the most valuable sales platforms. Wal-Mart Credit card uses direct sales via telemarketing and had a 46% sales conversion on 4/17/2018 out of a site in Trenton Ontario.
(Never ask small scale personal sellers & promoters to work on commission. You do not deserve to sell your product if you do that!)
Then Alana Skye discusses being Diana’s long lost sister & then we have a funny inaccurate conversation about Multi-level marketing. Click the Sound cloud track below, we remastered the tracks on Audacity.
Seneca’s Student Federation is not perfect. That goes without saying, they are sloppy, under involved and don’t factor in how to be a proper student federation at what should be a high quality college. Why am I so frustrated with the federation? Well below are my reasons of frustration with them.
They would not appear on the blog or podcast – There is no reason you can’t be interviewed on my show. Explain your position and connect with more Seneca College students then you would with your direct marketing campaigns.
They are ignorant to our issues – Students are legitimately confused and frustrated at Seneca. What groups can I fit in to? Where can I make similar minded friends? Are there events I would like? Seneca Student Federation does not clearly address any of these issues at this time.
They do not promote their events on high traffic webspace – I get more web traffic from Seneca College students then this stupid little group gets on their black board. Or their SSF website updated last month. Why is their website low traffic? The blog is rarely updated, they lack an integrated communications approach and there is no interactive space. This website is just boring. According to hubspot they are not using meta descriptions which also plays a part in them generating a low traffic information website. Meta tags and descriptions should help organically index a website in search engines.
The comedy event was homophobic – Don’t ignore this. You brought people in to the school that harassed Seneca Pride members. We do not feel welcome at your events. What is going to be done about this?
The website is not user friendly – You do not need an account to comment on my blog. You need an account to use anything on their blog. Who needs another Seneca College account?
Click the sound wave to listen to the show: Podcast in Public is our own personal audio conversation show recorded from public locations. Today we posted from Seneca College & the Pacific Mall in North York. Our first guest was Chevelle who discusses bullying with children. Ashton Deroy discusses his own troubles with bullying based on his protected status as a victim of his own family’s harassment. Diana also offers her experience and own personal storytelling to talk about some key social issues. The conversation goes into addiction, politics, marketing, tea, GMOs and fake journalism.
Geoff writes to Diana to discuss his failing long term relationship, sunken aspirations and regrets. Diana & Ashton Deroy gives their friendly, personal advice to help get Geoff back on the right path to happiness.
Ashton Deroy discusses being stalked by a homophobic anti-liberal relative.
Then we will discuss the mythological art work of Diana the Dragon Queen.
We can lastly discuss painful business presentations and pitches. Concluding with three pieces of advice on delivering a memorable pitch and not delivering a pitch that projects a gross lack of confidence. Might refer to Cassie in 2014 and her awful Trendstalk presentation at St. Lawrence college.
Podcasts are the medium of the future. If you are a Seneca College student you should learn how to create content using sound stories. These can help make you a subject matter expert, allow you to flaunt your high conversational skills and discuss important topics. In the past me and my closest friends have used podcasts as a tool for comedy, pretending to have a radio show and communicating with other players’ of video games.
“I personally believe Podcasts give you more power to tell a story than video really can.” – Ashton Deroy
Ashton Deroy writes: These situations talk about some of my key working achievements from 2015-2018. These are highlights from my first job in social media marketing. To managing communications for Seneca Pride and dealing with some search engine issues. Then becoming politically active in 2018 thanks to learning political science at Seneca College and feeling the urge to defeat the party opposition.
Situation # 1: In 2015 I was the social media executive for Kingston Pride.
Obstacle: With Kingston Pride I worked with a committee that did not assign a marketing budget, had a poor relationship with local press and did not have a customer data base.
Solution: I set up a Facebook page to begin managing relationships with the community, promote events & keep track of interactions. Before I was in the door they did not even have a search engine index strategy. They thought a static page would index them. As a result they lost their consumers to independently hosted lgbt+ events.
Situation # 2: In 2016 I created the Seneca Pride website.
Obstacle: Seneca College actually had some search engine association with a rather violent hate crime in 2011. We wanted to change the Seneca College association and LGBT+ presence in 2018. It is not that we want to ignore the crime. It is that we want a positive image for Seneca LGBT+ students.
Solution: I created info-graphics, event promotion posts & content around the group which pushed the bad content down in the search engine.
Situation # 3: In 2018 I started volunteering for the Ontario Liberal Party.
Obstacle: There has been growing popularity to the opposition party’s campaign.
Solution: I work to persuade votes, create content to back my standing and continue to advocate for the incumbent government. what this really proves is my loyalty. The Liberals may not win in 2018 but I dedicated my time to make an impact with them.