In this episode of the Online Business Expert Series I’m excited to talk about marketing strategy for online business with marketing consultant, speaker, and bestselling author John Jantsch.
I first met John when I was working at Copyblogger and we’ve stayed in touch over the years. I’m honored to say I’ve appeared on the pages of his Duct Tape Marketing blog and podcast, and I had the opportunity to address John’s customers at one of his live training events.
In addition to talking about marketing strategy for online business, we discuss John’s latest book, The Ultimate Marketing Engine. He had lots of wisdom to share during this wide-ranging interview.
By the way, have you subscribed to my YouTube channel so you can see all my newest content?
Marketing strategy for online business should be informed by your ideal customers. This is a subject John is passionate about!
When you understand what your best customers need, you can design your solutions around them. The result is that you attract more of those ideal customers to your business.
Let’s look at the six tips that might make you look at marketing strategy for online business in a whole new way.
Tip #1: Social media — focus on engagement
John has approximately 4,000 articles on his blog. A recent one really jumped out at me.
In the article, John suggested it may be time to revisit our dependence on social media.
For many businesses, there’s no question that using social platforms are a necessary part of marketing. What John questions is whether social media is useful the way people are using it.
Some people are simply repurposing content on their Facebook Pages, which doesn’t get any organic engagement. Social might be free, but using it that way has little to no value for them.
What does work? A few of John’s small business clients have amazing engagement. They’ve been very effective at posting about their business culture.
Their content is more personal — great pictures, funny things, that demonstrate who they are as a business. There’s no call to action. It’s about getting to know the “business” as the people who work there.
Page views are valuable, but engagement is what counts on social. Facebook ads have gotten harder to leverage as people have become immune to some of the approaches that used to work. John recommends a carefully thought out social media strategy instead.
“Whether it’s Facebook or some other platform, my real advice to a lot of small businesses is find the one you think has the most value for you and just go deep in that and forget about the rest, because you can’t do them all. Not well, at least. So you’re just wasting your time if you try.”
In that same article, John wrote that Facebook can have a place for small businesses, but what’s more important is to create a better customer experience.