One of the most challenging decisions for marketers is figuring out how to allocate your advertising spend — especially with the number of possible digital channels growing as rapidly as they do.
A report by Nielsen gives this equation, which is a great way to think about it:
The basic equation for advertising effectiveness has not changed: the more of your ideal audience you can reach, and the more intensely your advertising resonates with them, the stronger your brand lift or sales lift – or reaction. Essentially,
reach x resonance = reaction
I like that.
The key is effectiveness
Ideally, your marketing decisions are based on what works… not what everyone else is doing. Even if you’re following all the “rules,” if your marketing doesn’t yield results, you need to change a few things.
What I like about the formula given by Nielsen is that it keeps your focus where it ought to be: reach and resonance.
Ultimately, your message needs to get in front of your ideal customers, and it has to resonate with them. Using the C4 model, you have to Communicate and Connect.
How to achieve reach
You need to find the channels where your best customers are. For a great example, check out Neil Patel’s QuickSprout article, How We Grew Crazy Egg to 100,000 Users With a $10,000 Marketing Budget.
His approach reinforces the idea of following your instincts (and solid research) rather than just copying what everyone else is doing.
Traditionally, you achieve reach through:
- Advertising
- Strategic partnerships
- Public relations (press releases)
- Public speaking
Newer channels add to the mix:
- Social media
- Guest blogging
- Content marketing
But I like the thought process Neil went through:
- Figure out where your audience is hanging out
- Find other marketers who target that same audience, so you can develop partnerships
- Give free samples to key people who can help promote your product/service
- Use strategies and tactics that could be used as a case study for your target audience. Then put the case study in channels where they can see it.
If you notice, all these ideas are about building reach. You pick your audience and then come up with creative ways to get their attention.
So it isn’t Facebook or LinkedIn that’s the key. It isn’t that you have to give away free samples, write 50 guest blogs or anything else. Those are means to an end. Your real objective is to get noticed by your ideal customers and encourage word-of-mouth advertising.
How to achieve resonance
A big part of connecting with your followers is knowing who they are. For that, you need details:
- Age
- Gender
- Family status
- Religious and political views
- Income level
- Education level
- Style of speech
- Hobbies
- Deepest desires
- Hopes and fears
- Problems they tend to face
- Conversations going on in their head
Your goal is to build rapport, or connection, with your followers in as many of these areas as possible.
In content, you’ll provide information that helps them reach their goals or overcome problems. In social media, you’ll post comments, images, and links that you know they’ll respond to. Through email and on your landing pages, you’ll talk in a way that feels natural to them, like one friend to another.
In essence, you join the conversations going on in their heads (and their world). After a while, you become a friend, someone they trust. And when they have questions or want to buy something you supply, they turn to you.
Putting it all together
The place to start is your core message. Once you know what you offer and who you ideal customers are, you can put together a plan that combines reach and resonance for maximum response.
- Research the keywords that these people are searching for.
- Look for the resources they depend on… and the suppliers of those resources.
- Figure out where they hang out online.
Then develop an offer they can’t refuse.
- Give a free sample, or free use for a short period of time.
- Offer an introductory discount for new users/customers.
- Create three levels of service, so customers can choose the option that works best for them.
- Provide a customized solution for people who want more.
Now start building relationships through your blog and social media. Build partnerships with other businesses that serve your customers. And get your message and offer in front of people.
Of course, you’ll need to test your messages, design, and delivery as you go. But following this simple plan, you should be able to achieve significant growth — which is, after all, what we all want.
