Build An Ad Strategy
So now we're gonna look at how to build an ad strategy, and the best piece of advice to bring with you any time you're building an advertising strategy is to go where the fish are. Go where the fish already are. So you're thinking really where are customers already buying, where are they already in the act of that, we discussed the buying process in Build an Etsy Storefront that Sells. We talked about all the movement that comes in. Where can you meet customers where they're already moving toward add to cart, where they're already interested in where they're going shopping, so it's like showing up at a mall where people already have the inertia, or I'm sorry, have the momentum of buying. Have you ever gone shopping in a mall and you're there to spend money, like you have good money to spend and you don't buy anything and you're like what's wrong with me, I can't find anything, and then you buy that first item and that gets the ball rolling and it's like you open the floodgates and now ...
you come home with packages because it takes that, you have to get into the momentum. You automatically start with an inertia. So when you are advertising, you're looking at where customers are already buying or when they are already buying because it's a great time, you want to join them when they're in that natural movement. So I love to watch and learn from bigger businesses or businesses that I can use as role models for my business so if I were building the Energy Shop, I loved to watch and study this company called Energy Muse. Energy Muse I found was a larger company, they have an independent website, they're huge, they're on celebrities, they are in US Weekly and InStyle and I watch all the Real Housewives on Bravo TV and I've even seen like the characters on those shows, I don't think they're characters, I don't know what to call them but the TV personalities, I see, I catch Energy Muse on that. So they're really doing well and I like to pick a role model for my business off Etsy if I can, if it's possible, because it helps we get funny about they call it copying, you know, we get very, it's not that we're copying but we get nervous somebody might think we're copying so it's like we avoid everything and anything about learning from each other. I think that's a mistake because like Tony Robbins says success leaves clues and there's clues all around us and those clues will really help us grow and build and thrive. So I watch Energy Muse, a bigger business, same idea, energy jewelry and that's what I created. So I asked myself really how do they advertise and I'm learning from them, they have a marketing department, I am me, I am always me in my business. I'm the one that does all the jobs, I wear all the hats for my business but they have an entire marketing department and I feel like there's gold in researching other people's marketing strategies and I mine it accordingly because I think there's so much to learn from how I'm looking for the clues to success. So I'm asking how do they advertise, and they are taking out full-page magazine ads in magazines for the yoga crowd. So there's a magazine called Yoga Journal, so I'll see that Energy Muse is taking out full page ad in Yoga Journal and from doing my research and kind of, I will try anything, I know what it takes, I know how much it costs to take out a full-page ad in a magazine. At the time that I researched it, it was anywhere from 10 to $20,000, for one page in a monthly subscription and of course that was definitely out of my average I think budget. That would've been very scared money. I wouldn't even have tried it, and even if something like that took off, I'm still handmade, what am I gonna do with that? So what I did instead was I learned that they were really heavy hitting Yoga Journal for their customers, they were advertising to Yoga Journal and what I could do is use the power of Facebook and that's where the everybody internet user is and the everybody internet user tells Facebook all the magazines they subscribe to, all the books that they read, all the TV shows that they watch, everything that they do online, they like it and Facebook keep track of everything that you do. And this is an interest-based advertising campaign, an interest-based marketing strategy. So marketing, we used to be a mass market where the only way to reach us would have been to give a TV commercial or a radio announcement or a magazine or I'm sorry, magazine or newspaper advertisement. That's the only way they could reach all of us. So the budgets were huge, they spent a lot of money and we were a mass market and to narrow us down, they did demographic-based marketing, so they split us up into age groups so that if they talked to enough people who were 24 to 31 they were likely to find mothers of toddlers and so that's how they split us up to advertise to us to get a marketing message across. We are a mass market no more. We have such an outlet with the internet that we can all be so unique and so individual and we're an interest-based market. And that's beautiful, especially for us, as small businesses because we can talk specifically to people that have the same interests and people who care about what we're saying, about our message. So Energy Muse, they might have a full-page advertisement in Yoga Journal but what I can do, I can reach all the same people in Yoga Journal for a fraction of the cost by building an ad campaign that targets all the people that like Yoga Journal and I can show them the similar styles at a more affordable cost and for a tiny fraction of the advertising fee and the advertising budget, now I'm converting campaigns that somebody else, a larger company, spent 10 to $20,000 to reach. Kay? So that's the mindset to adopt. Where are my customers already buying and who are they shopping with? Big, big ticket to how to build your advertising campaign. Where are my customers already buying and who are they shopping with? Because chances are if they're into Energy Muse they're going to be into me too. I might pick up people who aren't interested in the price point 'cause Energy Muse is probably three times the cost. And so I'll pick up new customers who were looking for more affordable options and then I'm looking right at the same crowd. Advertising joins them in the act of shopping, the act of buying, and it shows them an established and winning marketing campaign. So when I'm meeting them there, I'm pulling them into my marketing campaign. I'm not just advertising for advertising's sake. I have something to say, I'm bringing them in with purpose and intention. So in marketing to, Marketing your Etsy Shop to Sold-Out Success I mentioned that we're always thinking of our customers way more than they're thinking of us. We think that they might be thinking of us that much but they're not, not even a little bit. Like if I wake up and go to be thinking about my business and I wake up and go to bed thinking about my customers, and they're thinking about me when an email lands in their inbox. But I think is this email disturbing them, am I bothering them? Of course not because I just popped in and it's been awhile since they heard from me and it's a natural relationship and that's how it works. But that concept really starts to apply to advertising. That concept that we are thinking about them way more than they're thinking about us really matters there. In what's called the Guide to Advertising written by Thomas Smith in 1885, this is going on for years, he says that you have to see an ad as many as 20 times before you'll buy it. So a lot of time in marketing they'll say a seven-touch rule, meaning you make sure you get that offer, you get your brand in front of the customer seven times. And it's very helpful if you can do those seven times from multiple places at the same time. So it's very helpful to your campaign if you pop up on Facebook and then they go to Pinterest and again they see you as a promoted pin, because it's like, this is everywhere. They didn't notice it the first time, they start to notice it, and then when they see it again and they start recognizing that it's there, then they're gonna say oh my gosh, this is everywhere and I better pay attention. I often do that. If I hear about a book more than one time, I have to buy that book because I'm getting a message so I feel like that book is for me. And so I'll try it and the same thing is gonna apply to advertising, you wanna get multiple touches, you want to make sure your customer sees it, it takes as much as, as many as 20 times. And I didn't write that all out for you here today but actually on my blog, I dedicated a post, you can read it, I republished it there, Thomas Smith wrote it in 1885 but if you're at marketyourcreativity.com, you can search Guide to Advertising and it'll come up and you can read the sequence of events that he said that your customer would go through those 20 touches. And in it, it lists how your potential customer gets familiar with your offer, from not seeing it to actually buying it, and with today's short attention spans and how everything's always coming at us all the time, I think it's even more relevant in today's world and in today's marketing strategies and campaigns. Again I like to build a multiple-touch rule and with my ad strategy I split my ad budget so I'll come in at least two places so I will meet the customer in a couple different places and show up in their lives in different ways that they're using it, realizing that they don't see my ad the first time they see it and sometimes it has to run for a week before they decide that they're going to buy it.