Facebook Is Dominating Your World

15 August, 2014 — 2 Comments

It’s true. If you’re a product creator, seller or an affiliate, there’s one place that you and your business need to be operating in, and that’s Facebook.

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This is the case because EVERYBODY is using Facebook. Meet any person anywhere, and they’ll have a Facebook account. However regular or irregular they log in and use it; they’ll still have a network to tap into and will always have reasons to come online and use the social network.

Let’s look at some numbers for the year so far. Here in the UK, 24 million users log on to Facebook each day.  On average, around the world it’s something in excess of 1.3 billion every month. And those are big numbers. Big numbers that are highly relevant for you and your business because what you have access to is a ton of information about each and every one of them users that you cannot get elsewhere. You can find out where they’re from, what they like and whether or not they’ve bought off Facebook before… and that’s just scratching the surface.

It’s big business.

So there’s a few numbers in terms of potential customers. When it comes to businesses, the numbers are equally as impressive. 30 million businesses now have a Fan Page and 1.5 million businesses spend money on Facebook Ads. Can you see where I’m going here?

5+ years ago Social Media platforms were a mere novelty. Now, they have the potential to drive all of the traffic and potential customer base a business would ever need to fully operate on. This is especially true with Facebook.

The main benefit coming from Facebook is increased exposure. But what makes this exposure so powerful, is that you can choose who this “exposure” comes from. That’s because when you set up your Facebook Fan Page, you can drive your current customers there to engage, and you can then target potential customers that would also come over to your page to engage through Facebook Ads.

YOU can choose who these people are. So let’s make some money off Facebook! The simplest model to marketing on Facebook, and the one I’d recommend for business, is this:

  1. Build a Facebook Fan Page.
  2. Build a Landing Page with a compelling free offer (aka a lead magnet) related to your core offering.
  3. Send traffic through Facebook Ads to that offer and collect email addresses ready to conduct email marketing activities.
  4. Send free content and special offers to the new list of leads to educate and engage with the view of separating the buyers from the non-buyers.
  5. Turn those buyers into full premium customers by selling your core offering or any other form of upsell, and send the non-buyers back to various Facebook posts and other content on your website to determine their interests with the view of selling something else.
  6. Retarget the non-buyer segment again through Facebook Ads.
  7. Use the Facebook Custom Audiences option to upload your current buyers to Facebook and run more ads to it, cross-selling your products and increasing the value of your customer.
  8. Post often on your Fan Page and engage with users, and repeat the process.

In this short post, that’s generally it. And if you’re not doing any marketing or sales on Facebook, then you need to start and start right now. The model above provides a great blueprint for you to start and really get to grips with the potential it holds. And after you get to know its various options, you can expand what you’re doing thereafter.

Facebook is dominating, and it’s through it that you can also dominate your market or niche. In the digital marketing sphere, I do not know of a better place where you can increase exposure – when I say exposure, I mean increased traffic, improved search rankings, developing a list of loyal “fans”, generating leads and making sales. It gives you the ability to sell AND to engage in a social manner. Email marketing, telesales and so-on do NOT have the ability to do this in such a detailed and targeted manner. This is exactly why you need to get on to Facebook right after reading this post.

And Facebook is only going to get bigger and better. Of course, there are other social media networking platforms out there, but none that is set up in this way. Therefore you have no choice but to fully embrace it, jump on the bandwagon and begin better marketing your business online.

If you won’t, then somebody else will.

All-Time 5 Best Ever TV Advertisements (And Why)

07 August, 2014 — 4 Comments

When it comes to TV advertisements, we tend to turn a blind eye. Though there are a few adverts that are so good you cannot help but carry on and watch.

Here are my all-time 5 favourite adverts; all are there for varying reasons, but they all share one distinct characteristic which is exactly why each has made this list on this unorthodox blog. Can you guess what it is?

5. Sony — “Balls” (2005)

Probably my personal favourite. Director Nicolai Fuglsig’s stunning award winning ad for Sony Bravia sees 250,000 multi-coloured balls unleashed on the steep streets of San Francisco. Released bang in the middle of Sony’s brand repositioning strategy, this successfully positions the “Colour – like no other” theme to market its products through it’s viewing experience.

And this advert really is an experience, because it’s all real. The combination of the camera shots and Jose Gonzalez’s calm music brilliance makes this ad one of the most entertaining I’ve ever seen. You can easily go into a trance watching this. This explosion of colour represents the visual quality of Sony’s range on LCD TVs. Watch out for the flying frog in this advert!

4. John West — “Bear” (2000)

Voted as the funniest TV advert of all time within the advertising industry. This humoristic take on David Attenborough’s documentary style shows a John West fisherman fighting a bear for fresh salmon in the highlands of Scotland. The bear appears to fight back in martial-arts from, and funnily gets distracted when the fisherman shouts “Oh look, an eagle”, who then runs off with the prized salmon!

This entertaining take (on what is otherwise a relatively boring product) makes it one of the UK’s best adverts of all time, and certainly one of mine too. Not only have John West been able to increase market share with this advert, but they also managed to produce one of the most talked about videos online, hitting well over 300 million views in 2006, which then made it the sixth most watched video on the internet.

3. Guinness — “Surfer” (1999)

Another creative ad that won a string of awards is Guinness’ never-seen before surfer advert. Built around the theme of “all good things come to those who wait”, this advert dazzled viewers with similar production technology as that used in the movie Titanic. So it cost a small fortune – but to good effect as this is considered as one of the best TV ads of all time.

Visually, it’s impressive, and filmed in the black and white of the Guinness product itself. A group of surfers are waiting for the perfect wave to take to the seas. This wave arrives and then turns into a hoard of crashing white horses that conquer all but one surfer who is always ‘waiting’ for that kind of wave, just like a Guinness drinker who is waiting for the perfect pint to settle before drinking.

2. Coca-Cola — “Holidays Are Coming” (1995)

Christmas wouldn’t be Christmas without Coca-Cola’s iconic and long running “Holidays Are Coming” advert hitting the TV screens. In fact, ever since its first even screening in winter 1995, these adverts build huge anticipation and excitement towards Christmas, all through carefully marketing The Coca-Cola Company’s main product.

The makers have cleverly included a bunch of traditional Christmas stuff, including a signing choir, the thousands of Christmas lights standing out in the night and using Santa Claus to strengthen the brand image. It really is a great TV advert that is proving time and time again to boost brand awareness and product sales during the festive period.

1. Cadbury — “Gorilla” (2007)

Had to be #1 for the UK crowd! What makes this advert such a success – like the majority of the above – is that it’s not really an ‘advert’ as such in the first place. It involves a giant gorilla playing drums over a classic pop song. That’s all. Oh, and I shouldn’t forget the distinct Cadbury colour ever present in the background.

Understandably, people actually wanted to see this advert. That doesn’t happen to your every day ad, in fact, it hardly ever happens at all. Perhaps it’s down to the Phil Collins soundtrack? Or down to the giant drum playing gorilla? Either way, it’s a classic example of a viral advert that won a string of awards and gathered over 7 million hits on YouTube. More importantly though, this campaign resulted in a direct growth of 5% in company revenue.

So, why are all of these so good? The answer is real simple. It’s because they all share a common theme that they are NOT designed nor produced like a ‘TV advert.’ Documentaries, music videos…  The traditional style (for which is still most obvious within the US) is completely absent. This is the main factor that these adverts have not only been a massive success for the creators, but have also been a success for the respected companies in terms of revenue and market share. How else would they have gone viral?

The Problem With Digital Marketing

31 July, 2014 — 3 Comments

If you work in digital marketing every day, there’ll probably be a few problems that come to mind. But the main problem ISN’T what you think.

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You already know that building a mailing list, or getting more web traffic isn’t as easy as you thought when you first set up your digital marketing strategy. You’ll spend hours at night thinking of ways to do things differently to improve the situation. But the problem isn’t the doing. The problem is making sure that what you’re doing is right in the first place.

Let’s be honest, whether you’ve been marketing digitally for 6 months, a year, or 5 years, chances are that you’ve probably missed something out in your digital strategy, or have misunderstood another. Both are potentially damaging. But not as damaging as not taking a step out of the Facebook Ads, the keyword research and the YouTube videos, to look at this as a whole.

The main problem in digital marketing is the MEASUREMENT of that digital marketing.

That’s because the digital marketing game has a referee, and he runs the show. Just like in a sports match, he calls the shots and makes the decisions within the game. If a play hasn’t gone right or hasn’t gone by the rules, then he’ll stop the game and will re-start play at his own accord.  You’re basically bound to everything he chooses to do.

This guy with the whistle is the guy that measures your digital marketing activity too. And you’re the only one that can take up that role in your business.

Now, measuring a campaign sounds relatively easy. You’ll think about putting the digital marketing strategies to work and will leave the measurement until later. But that ‘later’ never comes. And when it does come, you don’t spend enough time doing it and won’t be measuring the right things in the right way. You’ll skip the important points, and will never really know how effective those digital marketing campaigns were.

The game goes one, but none of the players know what the hell is going on. It’s a constant tunnel of figures and percentages that you don’t really want to go through.

Sure, offline, measuring your campaigns is a little easier. There’s less variables. While in the digital world, it’s the exact opposite. It’s the exact opposite because there’s so much more that you can get wrong. Connecting the dots when it comes to digital marketing measurement and business performance indicators isn’t an easy exercise.

Talking of exercises, for example, are you measuring your website visits, or visitors? The two seem similar on the face, but what they mean for your business and your digital marketing, are very different.

The problem is in the misunderstanding and misinterpretation of the measurement. And this misunderstanding can result in the wrong decisions – especially when it come to putting a digital marketing strategy in place, and then amending it – which leads to lost customers and lost revenue. That is a huge problem.

I mentioned YouTube earlier; do you think that online videos work the same as those on TV? Of course not. Do you know what you’re measuring for those videos? I think perhaps the answer is no too, or at least it’s a little vague.

With your new promotional offer, are you measuring click-through rates for that offer or are you measuring brand recognition? Both are completely different, and require different measurement.

See what I mean? Need another example?

Will this blog post be a ‘success’ if I get a high number of views or visitors or shares or comments, or will it be a success if I manage to get one email reply in my inbox asking to take part in a joint venture project?

I know the answer…

But these are answers you also need to know when it comes to your business, and your digital marketing campaigns and strategies. If you’re not measuring the right things, then you’re basically going into your business digitally blind. (That’s not a good idea.)

Analytics have made life a little easier for us. They are there to give us an indication (or even a snapshot) of how things are going with our digital campaigns. But they’re not enough. Now there’s an abundance of data that needs to be analysed – and it can only be analysed if you know what your performance indicators are alongside your business goals. It’s a problem that digital marketers need to address in the full.

It’s a problem that can be solved with time, the right tools and the right goals. This is down to you, and you alone.

What Charles Mackay Tells Us About Marketing & Consumer Behaviour

25 July, 2014 — 8 Comments

We’re not too dissimilar to our ancestors after all.

First off, you’re probably wondering who on earth is Charles Mackay? Well, to put it short he was an author and journalist born in Scotland in the first half of the 19th century. He later traveled a little in Europe, namely to Brussels and Paris and along the way learning his trade in literature and languages.

A little later he became friends with entrepreneur William Cockerill and famous writer Charles Dickens. And during that time in 1834, he emerged as a journalist and held various positions with a number of London based newspapers, including The Sun and The Times.

At this early stage in his life in 1841 he wrote probably his biggest achievement: “Extraordinary Popular Delusions and the Madness of Crowds.” It’s this book that I want to divert most of the attention towards here.

It’s a monster book that I’ve recently finished for the second time. Only now, have I really ‘got the message’ that Charles Mackay put over.  Charles writes on a number of topics throughout history, such as the South-Sea Bubble in the early 1700s, Witch Mania, Alchemy, the Crusades, Fortune-telling, and even Haunted Houses. To be honest, it’s a crazy book (as these topics will tell you) that’s also written in a crazy and truly entertaining manner, albeit a little hard to follow at times.

Though what makes this collection of topics – which are essentially “follies” or fads – so significant is that it captures the essence that drove these psychological delusions, and what still drives them today.

He states, that “men, think in herds; it will be seen that they go mad in herds, while they only recover their senses slowly, one by one.” This is very real with consumer fashion products and lifestyle choices now.

“We find that whole communities suddenly fix their minds upon one object, and go mad in its pursuit; that millions of people become simultaneously impressed with one delusion, and run after it, till their attention is caught by some new folly more captivating than the first,” Charles also states.

Think gambling, alien abductions, social networking, reality TV shows and dare I say it even religion. It’s the same principles that drive the popularity within these things.

Almost 200 years since it was published, the book still proves we are no different to our ancestors, where extraordinary financial and non-financial behaviours are still present.

So what does it tell us about marketing and consumer behaviour? Well, bluntly, is that we as a species are easily manipulated by modern marketing methods and propaganda campaigns. This will never change. Because once we discover a new fad, or craze, or as Charles Mackay puts it: a folly, its human nature to want to join in on the delusion.

Simply because we still think in groups. It’s a classic example of the bandwagon effect that you as a knowledgeable marketer may think you’re immune to in consumer buying situations. This may be so. But when you’re selling, if you know how consumers behave, you possess one of the greatest skills that anyone in business could ever own.

For more on the books I read, including my list of recommendations, stop by my Reading List.

Free eBook: Unorthodox Marketing

21 July, 2014

10 marketing strategies that you’re probably not utilising right now…

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The marketplace has now become cluttered, tangled and completely messed up.

Marketers, Advertisers, Salespeople and Business Owners are all fighting for new customers and product sales each day of the week, but the problem is that there’s too much fighting going on. There’s just too much messages, where it’s more difficult to get the attention of the consumer to drive businesses further and to grow.

Competition is increasing, yet the desire for buying in general is decreasing. It’s a classic catch-22 situation. It’s not a case of the demand being there to supply, it’s a case of demand not being there and the supply is in abundance!

Despite this trend, over the past few years, I’ve managed to bring in hundreds of thousands of unique visitors into websites and web pages, which have turned into tens of thousands of product sales, on existing and brand new products. And this eBook represents the strategies that enabled me to do so.

Today marks the day where I make this eBook available for FREE for the first time.

Here I’ve compiled a list of marketing ideas that’ll enable you to stand out of the crowd a bit more and better target and engage with the marketplace. This short eBook, UNORTHODOX MARKETING, lists 10 “alternative” strategies and presents simple and actionable points to get to grips with them.

(Super-fast read) In the pages you’ll discover…

  • The best way to talk to your prospects that’ll increase engagement and conversions
  • How to get more out of your current customers
  • The most effective way to launch your products and services online
  • How to become a master at networking and connecting with potential JV partners in your industry or niche
  • Plus much more!

These are unorthodox strategies and ideas that you’re probably not using right now. Some simple and others not so, but what is certain is that they’ll help to you start bringing in more traffic, more leads, more customers, and more importantly more revenue. They’ve served me well in the past (and still do now) so I hope you’ll be able to take something away. I know you will.

Are you ready to take a leap of faith and change the way you sell to combat the current difficulties in modern marketing?

Download your free copy here (no opt-in).

What Is Market Segmentation, Anyway?

16 July, 2014 — 5 Comments

Dividing a broad market into scalable segments is the only way that you’ll be become truly remarkable. And only then you’ll actually be able to broaden your reach (if that’s really what you want to do).

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Common belief is: when you market a product or service, you market it to everybody.

Market it to the everyday man, his brother, his mother, his neighbour, and even his dog. But this is all wrong. The reason that this is wrong is that if you end up marketing your product to everybody, it’ll get picked up by nobody. And even if you do pick up a few customers, they’ll probably end up being generally poor customers.

Take a look at any big company in any industry. Very rarely will you see a marketing message that’s aimed out to the masses. Here’s some of the biggest footwear brands out there for example: Nike, Hush Puppies, Converse and Dr. Martens. Those brands don’t all target the same type of customer. In fact, they all target a different type of customer… even though everybody needs footwear!

Those brands are aiming their marketing at a specific market segment. If they’re targeting multiple market segments, then the message will always be different for each segment. But the fact it that those companies have made it to the top because of their outright focus – and specialty – on creating one type of shoe that will bode well with the type of customer they chose to target in the first place.

Sure, the idea of trying to please everyone is a dignified objective, but it just doesn’t work in a crowded marketplace. If we realize this, then we stand a better chance at grabbing a bigger piece of the pie that is market share.


“A product or service that tries to appeal to everyone winds up appealing to no one.”

Al Ries and Jack Trout


This all goes back to what I said earlier about picking up the “best kind” of customer.

Would you rather target 10 people that truly love your products, or 100 people that are simply content with your products? I know which I’d rather – and that’s a choice not determined by short-term revenue.

So to get these customers, the ones that will love you and your brand, you’ll have to zero in on a specific type of customer who has a specific type of need. You’ll have to identify the buying characteristics within your niche.

Let’s not forget the 21st century customer. He is well connected, demanding, social and knowledgeable. But more than anything, he wants you to speak to him like a real person. He wants you to know his needs and wants. And not only does he expect you to satisfy those, but he’s expecting you to go above and beyond with everything you do that involves him.

How else are you going to be able to satisfy his SPECIFIC need, if you’re trying to satisfy his brother’s need, his mother’s need, and his dog’s need too? The answer is simple, you simply can’t. That’s why you have to focus on YOUR customer, in YOUR market segment.

Think about who your ‘perfect’ customer is – the most profitable ones and the repeat buyers – then work around the needs and wants of this customer. That’s your niche. Your market segment.

And even if you’re still sceptical about market segmentation, think about giving something really outstanding to a specific audience first – because that idea can still be appealing to the masses. It just needs to have a niche focus that can go “mainstream.”

That’s how the unorthodox marketer thinks.

Selling Without Selling

10 July, 2014 – 4 Comments

The best way to sell your products is by not having to sell them in the first place.

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As customers, we love to buy. But, on the other hand, we hate being sold to. If you think about that for a second, it’s a pretty strange crossroad to be at. As marketers, we often think that even though people may like our products, we can’t push that sale because we could possibly scare off that potential customer as he or she doesn’t want our intervention.

In the desperate times we’ve found ourselves in (mainly down to the global economic downturn), we’ve been sold and pitched to too many times. Now, we’re sick of it.

Okay, it may come over that I’m not a fan of selling with aggressive pitches here. Don’t get me wrong as this simply isn’t true. What I’m saying is, that constantly trying to sell day-in day-out to the same customers isn’t going to work unless you alter the way that you’re selling in the first place.

“It’s not you, it’s me.”

For me as a teenager, it was a case of trying to get a girlfriend by any means possible. Hell, I’d ask the entire bar out if I had to. What happened? I kept getting turned down. I wasn’t going out picking girls and throwing a chat-up line at every one of them (which is the wrong way about it too by the way). I was just asking them – yes, pretty much any one of them – for a date kind of thing. But, I was too pushy. I was too stupid and I was getting nowhere. So, I gave up and decided to relax and chill out with my friends, toning everything down whilst I spoke to girls. And guess what?! They started coming to me! I couldn’t believe it. They were pursuing a relationship with me.

It’s exactly the same whilst selling; we have to stop thinking about the quick sale.

And it all comes down to one single element: TRUST. People are not buying with the businesses that offer the best products anymore. They’re buying with the businesses they feel they can have a successful long-term relationship with. So, as marketers and sales people, we now have to share more of the things we’re doing, and simply just be ourselves. Be human! Because here you’ll be showing the potential customer what they’ll be getting before they get it, without directly selling anything.

This is a kind of trust that takes time to build, and sadly, it can take just seconds to diminish. But that doesn’t mean that it cannot be done. There are a few simple ‘tweaks’ that you can add into your day-to-day communications to help get a successful and trusting relationship going. Here are seven:

  • Find things in common to talk about and engage.
  • Listen to the other person – this is a two-way street.
  • Always tell the truth (even if it’s bad).
  • Be sincere and show respect.
  • Demonstrate your exceptional knowledge.
  • Be consistently reliable.
  • If you break trust, always put your hand up and seek to recover.

When those girls back then started talking to me – much like when a potential customer starts to engage with a business – that’s when I would put my salesman hat on. Simply because they’ve given me ‘permission’ to do so. The difference was that I would be much less ‘salesy’, and more subtle. I wanted the sale/relationship eventually, though I knew it would take more time, so I had to stand back and offer a little bit more room to breathe.

Sure, you can use the classic sales techniques that are still ever so effective in selling situations, but these take a little longer to build trust in order to have that platform to implement these techniques – to be able to get the pitch in.

So, how about letting natural human psychology take over for a bit, and see where you get when it comes to selling?