You might be familiar with Tony Robbins, as he’s been a keynote speaker at some of the largest technology events in the world, including Apple’s WWDC and Google I/O. Now, he’s diving into the world of online marketing, and today, he’s sharing some valuable tips on how to become a successful marketer online.
Focus On Building A Community
Tony first offers some advice on building a community. He suggests starting with a small group of people you know and trust, inviting them to participate in your online marketing efforts. Having a few friends and family members who believe in your cause helps, but so does having a variety of people you can involve in your cause, from across the globe. Inviting participation from different walks of life can help you establish credibility, as you’re demonstrating that you’re not just appealing to one group.
Whether you’ve been asked to speak at a large event or are in the early stages of creating content for your own website, consider reaching out to a small group of engaged users who are already showing interest in what you have to offer.
Avoid Focusing On The Bottom Line
“I always say a thousand words when I should have said a hundred,” Tony jokes in regard to focusing too much on the bottom line when considering a marketing strategy. In other words, don’t just look at the numbers to determine if an activity was successful or not. Instead, seek to understand the reasons for the outcome and draw conclusions accordingly.
As a marketer, you should be concerned with many things, including gaining new subscribers, collecting email addresses, and driving revenue. Yet, when considering the success of an online marketing campaign, it’s important to focus not just on the numbers but on the reasons underlying the results.
Understand The Difference Between Online And Offline Marketing
Though some tactics used to market online can be used offline as well, Tony emphasizes the differences between the two. When marketing offline, you have a few more tools at your disposal. You can use things like billboards, social media, and radio to expose your product or service to the right audience. These methods are less effective online.
For instance, if you want to promote an e-commerce store online, you can use social media to spread the word about your discount offers and engage with customers. However, if you were to do the same thing offline, you’d be limited to using printed materials to expose your deals, as most billboards would be covered by signs or buildings, and radio stations are picked up by only a few stations around the country.
Use Data To Gauge Performance
To determine the effectiveness of your online marketing efforts, Tony suggests looking at a variety of metrics, including the number of visitors to your website, the number of pages they view, the number of subscribers you have, and the amount of revenue you’ve generated. He also suggests looking at your Google Analytics account, which tracks all of these things and more.
Make Sure Your Website Is User-Friendly
Tony emphasizes the importance of having a website that’s easily accessible and understandable. If your site is hard to navigate or doesn’t make sense, you’ll find it harder to convince people to visit it, let alone make a purchase.
To create a user-friendly website, first consider what makes your site special compared to other sites. If you’re not sure, ask friends or family members who have used your product or service to help you pinpoint the differences. Once you’ve identified the key features that make your site stand out, you can use this as a guide to create a more user-friendly experience.
Find Your Niche
When it comes to marketing, you don’t want to be all things to all people. Instead, you want to find a small audience you can tailor your content to, who will appreciate what you have to offer. Once you’ve found this niche, you can begin to build a following, gaining credibility and trust along the way.
For instance, if your niche is animal welfare, you might want to explore topics such as pet care or veganism, as these are already showing up in your Google Analytics account. You can then create content to speak to this audience, encouraging them to subscribe and engaging with them on your behalf.
To create an effective marketing strategy, you not only need to be able to tailor your strategy to a niche, but you also need to be confident in your approach. Many large companies that produce marketing materials have large in-house research departments, which gives them the resources to conduct extensive market research, allowing them to follow a conventional approach to marketing.
If you’re just getting started, you might want to consider investigating the effectiveness of different marketing techniques, rather than sticking to one approach. As you become more confident in your ability to market to online audiences, you can begin to explore topics such as paid or organic marketing, as well as the benefits and drawbacks of each.