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2 advertising elements that may by no means change

21, 2020

5 min read

The opinions expressed by the entrepreneur's contributors are their own.

The following excerpt is from Dan S. Kennedy and Kim Walsh Phillips & # 39; No B.S. Guide to Direct Response Social Media Marketing, Second Edition. Buy it now on Amazon | Barnes & Noble | IndieBound or click here to buy it direct from us and SAVE 60% in this book if you use code MARKET2021 by 04/03/21.

Trying to do social media marketing that actually works is getting harder by the day. In fact, Facebook regularly throws advertisers right out the back door of the castle. Often times, to get started again, companies have to redo their websites and behavior in a way that neutralizes effectiveness. Don't underestimate this problem.

Despite the changing marketing landscape, there are still two things that haven't changed and are most likely never good. Let's take a look.

Related: 4 Business Boosting Strategies In One Place

The Marketing Success Triangle has NOT changed

The right markets get the right message from the right media.

Simply sending a message to millions on social media is of little use to most businesses. Companies like GoPro and Red Bull are great examples of brand manufacturers using viral video and social media to move from obscurity to stardom in the market.

But your business is probably unrelated to theirs. You have to be very careful to model and emulate companies that have a lot more in common with your own. Take, for example, capital and human resources. When you are growing your business from its profits or from funds borrowed from mortgaging your home and your grandmother's wheelchair, you are in a very different place than a company that has hundreds of millions of dollars in venture capital and cash Wall Street flow.

Additionally, viral explosions aren't all they have to offer, as Greg Levitt, co-founder of, a social media sharing platform, admits. From his company's research:

Consumers are most likely to share articles, news, and science-related content, but only 9 percent of person-to-person recipients click the shared links on these topics. Timely news and political articles are shared less frequently, 2 percent, but click-through rates are 86 percent and 77 percent, respectively. Business-related: Only 4 percent share and 24 percent click on the shared links. Health: 3 percent share, 15 percent click. Celebrities and entertainment: 2 percent share, but 40 percent click Customer ratings of products, companies: 1 percent share, 4 percent click. Personal finance: 1 percent share, 11 percent click.

(The above statistics are based on surveys of 500 online content publishers.)

Levitt explains the great inequality between share and click rates as "ego sharing". That is, senders who share content that they believe will improve their perceived intelligence, informed status, etc., regardless of whether they think the recipients will find it interesting or not. The overall average is 3 percent of content approvals and 24 percent of recipients who click on shared links.

To me, this means there are only two useful games: First, work with a tightly targeted list of thought leaders, market leaders, and influential recipients to deliver content of high interest and value that will improve its status when shared – to hit or hit the 3 percent bar, but so that the 24 percent of recipients shared with is ideal for you. Or second, you need massive reach for the 3 percent to matter.

The statistics on relaying / sharing "reviews" of products and companies suggest that the fear – and the time and money spent doing it – may be exaggerated.

Ironically, given what I pointed out above, you can argue that it is important to include social media in your integrated marketing plan. But be strategic, with the same direct and solid business principles as any other media channel.

Related: 4 Things You Can Do Now to Generate Leads and Sales Online

The size of bank deposits has NOT changed

You can't go to the bank and deposit likes, views, retweets, virus explosions, social media conversations or brand awareness. Bankers are extremely narrow-minded. They don't even accept vegetables from your garden or bitcoin. You want real money.

You have to insist on the exact same thing in all media. Contrary to popular belief, no media are any different. No medium receives a pass because it is different. Do not be fooled. Be open-minded, creative, and opportunistic, but always keep an eye on the bottom line.

Opportunism and skepticism are not mutually exclusive. They can and should work together like partners, just as Walt Disney, the visionary, and Roy Disney, the money guard, work together successfully. This way, approach social media and avoid getting burned.

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