When it comes to lead generation it is the top factor for any company on the planet. With no one to call; how does the business grow? This is a rather sensitive area in business because there is sales training and other items that are connected to this. At 10X Productions we’ve resolved the issue of lead generation and while this blog will not share everything with you, I do intend that you walk away after reading this with some practices that you can implement in your advertising campaigns on social media.
Every Wednesday I do an advertising masterclass this masterclass is devoted to education and explanation of how the advertising process works. There are so many levels involved in a successful advertising campaign, from the philosophical standpoint to the mechanical execution of the actual campaign. There is the actual customer viewpoint on what his products and services are and then there is the agency viewpoint on how best to execute the marketing of this product and service through a social media campaign. Then from there you have the ad sets, the ad copy, the videos and images used right through to the point of sale or to the point of exchange for lead generation. These levels provide unique factors that require a special skill set to determine how best to execute a campaign and ensure that you the agency deliver to the client what is required and expected.
At 10X Production we model the Grant Cardone Sales Training into the actual execution of an effective campaign. We use the techniques employed in Cardone Sales Training University one to build and understand the buyer and use that information to show that our clients solve a specific problem. For me it was about how can we take the Sales Training that Grant Cardone provides and employ that process such as fact finding and objection handling into an advertising campaign? This became a very interesting and unique process for us because we realized as a group at 10X Productions that we can handle customers objections through marketing and can even bypass the point of an objection all together, and by objection I mean a communication or thought that prevents someone from taking action or purchasing a product or service.
What we began to explore at 10X Productions was the exploration of the “they” in digital advertising. By “they” I refer to the audience and public that you are attempting to communicate with. Those of you familiar with advertising and Facebook campaigns can relate this to demographic information. Age, location, income, home buyer, renter, married, single, these would be referred to as the general versions of the demographic information. More detailed one’s could include interests in surfing, interests in fashion, work in ecommerce, work in insurance, work in media, these platforms store and catalogue this information for you the business owner to communicate with, no different than any prime time cable TV station. In fact what I have observed at 10X Productions is better. How is it better? It really allows instant information on who can you get into communication with, it is not about whether or not I will advertise on CNN and kind of understand the audience there, and kind of hope that this advertisement will yield results, its more detailed than that and we see it every second at 10X Productions.
We have live day to day updating stats on views, impressions, click thru rates, conversions, sales tracking we go all the as I am sure many other agencies do, but we discovered something that can often be missed in social media advertising that is the entire story of the customer through to the point of exchange or sale. The “they” that I had mentioned above has a huge impact on this, without a fully detailed description and breakdown of this information a campaign is ultimately designed to fail. It’s an operation on blind faith not on factual evidence and real time data. Which in the advertising world is critical to ensure a successful campaign.
What role does “they” play in this. Let’s examine if I were marketing product x and product x solved y, I would know that this is a successful product. I would know that. Someone who is 20 would not, someone who is 35 may not, someone who is 50+ may not. So how do you as an advertising agency or advertise solve this problem? Communication is the key here. Grant Cardone often says this and it has become a staple of 10X Productions that each social platform has a different type of audience, a different way of communicating. A solution to which 10X Productions is very familiar with. When you create a video or you create a graphic and you write copy it is tempting to add to it a blanketed statement, cliche almost in the sense that it will work for everyone. Wrong, this is bad news for you the client and even for you the agency, it is lazy and shows poor interest in the clients needs and wants. The overcoming of this is done through the analysis of the “they”. Can you say that campaigns follow similar rules and applications mechanically yes you can. What you can’t say is that each campaign and each client will respond the same to the audience you are communicating to.
The business owner, and what we do at 10X Productions is use this to the advantage against the competition in the space. We look at each demographic and each age group, each income bracket, each home buyer and so on and “assume their viewpoint”. Grant Cardone focused and honed this in on me for about 365 days every day. Every ad I ever made was, Robert assume the viewpoint, Robert you know that because you know that the audience doesn’t know that. So critical and such hard lesson to grasp. The company owner, the ad specialists, the artist are so susceptible to this, they get sucked in and stuck on their viewpoint. The successful marketing company is one who is able to see the other man’s view point, and tell the story appropriately. It is not one viewpoint, its the human races viewpoints try to think right now how many there could possibly be, I’ll tell you there are 7 billion of them. So what chance does the marketer have at focusing in and driving a successful lead generation campaign for a client? He has great success if he understands the “they” and the audience so proficiently he can think like them, he can be them and can respond as they would to what he sees.
The good marketer is brilliant at this, he is outside of himself and even outside of the business owner viewpoint. He is really looking at three at the same time, which is what we do at 10X Productions, we are interested in ours, in the owners, and the audiences. And the audience’s viewpoint, is not one but is ever changing depending on the moment. The goal here then is to execute with data and study. What would a person that makes $35,000 a year at the age of 23 say to this advertisement, or what would a person that is 58 years old and has a net worth of $700 million say to this advertisement, and then how do we get both of these individuals to respond to what we want them to?
It takes study, it takes communication, it takes monumental patience and understanding and implementation of the data. Talk to your customers, look and observe the people in your town, observe how they communicate, see how they act with others and with you. This is all brilliant data that you can utilize. The way I would market to people in New York City, is vastly different then how I would market to people who live in Taos, New Mexico. Almost like leaving the planet in that example, but the reality is that you as a marketer have to be able to communicate to both, and then the subsets of individuals found within that main arrangement. In the last two examples I was only referring to two types, I haven’t gotten into interests, employment, home, single, married, kids, sports there are so many ways to utilize information that exists out there to remain in communication with your “they”.
You want best practices, I am sure you do, 10X Productions can help you with this and we focus on the communication point and the heavy analysis of the “they”. For it is about how many different viewpoints can we assume in one ad set. Then within that ad, how many people with this particular viewpoint do we believe will respond to that. We move onto the next one the next one and the one after that. Build your campaigns not around your viewpoint, but on the viewpoints of the people you are communicating with.
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