Conversion Marketing Radio Ep 2: Why a Marketing Infrastructure Should be Your Top Priority

 

[00:00:00] Here's the question of the day is advertising a gamble or a calculated risk.

 

[00:00:08] Welcome to conversion marketing radio. Uncovering the secrets of how to convert your dream clients into paying customers. If you're here to learn about maximizing conversions for your business. Without wasting money on any of the results. Consider subscribing to respond to. It. Now. Here's your Host, Ben Willson.

 

[00:00:31] Hey guys how are you doing today. That's been a great day today for me. I'm actually recording this podcast before I head home for the night. I was teaching to potential clients about the importance of not doing what I would call "random acts of marketing" but instead set up an infrastructure or like a system or processes to get the most out of your advertising dollars. A good way to explain this and how I explain this to them was when I was running a running the marketing for an event company I we were challenged with a big issue we needed to get to new cities because if you do the same events in the same city your audience members or attendees get burned out and they stop showing up because the experience isn't as valuable or memorable as before because it's happening so often and it's a big issue trying to get to new cities because you don't have any pre attendees people I can vouch that it's a it's a positive event it's going to be impactful they're going to be able to create these awesome memories and with the amount of events that are happening these days there's a lot of saturation for people's time. Right there's only so many Friday nights that you can hold events and so many times that people are that attendees are going to all other events because they don't necessarily go week after week because even then it's it's not really special. Right. So we need it's come up with a way that could allow us to get to a new city without losing a lot of money.

 

[00:02:09] Right if you show up to an events just relying on those tickets and attendees don't show up or who you were hoping to show up. You run the risk of losing a lot of money either in your advertising or in the amount of product that you brought that you brought to the event and all the costs that went into it such as like staging speakers things you've got Arends if you don't have the amounts of attendees it really really can put a big damper in your expenses and you can lose a lot of money. So we needed to do this without risking a loss and being able to go into new cities and actually end up coming up with a sequence of advertising steps that really helped me to understand the value of creating and marketing infrastructure or like this process which later became the exact process for the event company it's a market it's a new series and I'm sure that it was going to be successful before they ever stepped foot into the town. So I wanted to share with you guys the same thing that I shared with this client today of what we laid out and what to start looking into your own business of how how you can start ensuring this is less of a gamble and more of a calculated risk.

 

[00:03:25] So three months before the events we created a a like campaign or a Facebook campaign to LIKE our Facebook page. This was to introduce the idea of the company and the type of event that we were going to have. We used images that we use and all the other advertising but it was literally just to Like our page. We would also then do that. We broadcast it out to a like a more of a broad audience and not to too specific the first part and what was the advertising would say as we're coming to your town and we're coming soon. You could even put out like a we would sometimes put out a like a reference to the month but maybe not even like an exact date if we didn't know that the tow