When it comes to online marketing, the people who are struggling usually think that their problems are stemming from the strategy they’re using or how they launched their product. But chances are the problem is actually with their messaging.
Here’s the thing… before you can successfully sell a product, you need to know something more basic. You need to know what the people in your audience want and need.
That’s right. All the tricks and tactics in the world won’t help you sell something people don’t want or need.
It doesn’t make sense to blame the type of launch or the type of product. If the messaging doesn’t connect, it doesn’t matter whether it’s a course, a membership, or a group program you’re selling, people won’t want to buy.
In order for your business to succeed long term, you have to understand why you’re doing the things you’re doing in your marketing. I know this is a lot to take in, so let’s break it down.
You’re Building A Marketing Business
If you’re building an online information-based business, fundamentally, what you’re building is a marketing business. It’s something that sets you apart from other traditional businesses.
For example, think about a local restaurant. It’s a business that delivers food and a quality dining experience for people, not a marketing business. They’ve got to know their menu, understand the cost of acquiring customers, employ people who can cook the food, and manage all the different aspects of running a restaurant.
But since you’re building a marketing business, you need to have some expertise in marketing, and that means understanding the why behind your marketing efforts. There’s no instruction manual that will tell exactly how to market your business. That’s not how it works.
You Need To Know The Principles Of Marketing
You need to understand the principles of marketing so that you’ll know what’s working and what you need to change in your business.
For example, if someone gives you a webinar script and slide deck, you don’t simply copy exactly what they did. Instead, because you understand what they’re doing and why, you can determine which parts of the script and slide deck fit your business. Then you can create a webinar that’s going to convert.
When you understand the underlying principles of your marketing strategy, you don’t have to hop from one tactic to another just because you heard someone succeeded in using them.
Another example is social media. Whether you’re using Facebook, Instagram, or LinkedIn to reach your customers, you’re basically doing the same things: connecting with your audience. Having a deeper understanding of the principle of marketing allows you to create a successful campaign no matter which platform you use. You’ll know how to adjust things based on the platform to maximize your chances of converting people.
You’re Not Beholden To Someone Else
When you don’t understand basic marketing principles, you’re always gonna be beholden to someone else. When the market shifts, your current strategy might not work anymore. If you’re using webinars, it’s possible that it will no longer work one day. Then you’re gonna have to keep learning and paying someone to teach you a new tactic.
If you don’t take the time to understand why you’re doing things a certain way, you’ll always be beholden to someone else. For example, you may have to pay a copywriter over and over again to create a copy for your sales landing page. And you won’t be in a position to judge whether they’re doing a good job.
But if you understand the basic principles, you’ll know that a copywriter shouldn’t be someone who simply writes copy using words that sound cool. You’ll understand what kind of copy needs to be on your landing page and that it’s more than just pretty language.
How To Learn The Why
When you’re building an online marketing business, it’s crucial that you understand the fundamental principles and the why behind your marketing. It’s like when you learn how to fish, you can feed yourself for life. When you’re not beholden to anyone and can figure your marketing out on your own, you can build your successful business.
Feeling uncertain about the why behind your marketing? You can learn more about understanding the why of marketing in my signature program, BADA$$ Online Marketing University. It’s completely FREE. No upsells. No catch.