Digital Marketing 101 (A Beginner’s Guide To Marketing)

Summary

In this informative video, Adam simplifies digital marketing, emphasizing its straightforward nature and highlighting the importance of understanding core strategies. He contrasts digital with traditional marketing, underscoring digital's advantages like broader reach, precise targeting, cost-effectiveness, and immediate feedback. Adam introduces the 'Hub & Spoke' model, focusing on the 'Core Four' principles: Model, Market, Message, and Media. He advises starting with business fundamentals before choosing marketing channels. The video also distinguishes between strategy and tactics, organic versus paid marketing, and the nuances of direct response versus brand awareness campaigns. Adam stresses the importance of aligning marketing approaches with the nature of the business, whether product or service-based, and the target audience, be it B2B or B2C.

Takeaways

• 😀 Digital marketing is straightforward and involves marketing through digital channels like SEO, social media, and online ads.
• 🔍 Digital marketing offers a larger audience size, precise targeting, cost-effectiveness, and the ability to get immediate feedback compared to traditional marketing.
• 🎯 The 'Hub & Spoke' model of marketing includes four core principles: Model, Market, Message, and Media, which are essential for a strong marketing strategy.
• 📈 Strategy and tactics are different; strategy is the big picture, while tactics are the actionable steps to execute the strategy.
• 🌐 Organic marketing is creating content without paying for promotion, whereas paid marketing involves advertising to reach a broader audience quickly.
• 💡 Direct response marketing aims for immediate and measurable outcomes like leads or sales, while brand awareness marketing focuses on long-term trust and authority building.
• 🔎 Search marketing is about showing up in front of users with intent on platforms like Google, while discovery marketing is about capturing attention on platforms like Facebook and Instagram.
• 🏢 The marketing approach differs between B2B (business to business) and B2C (business to consumer), with B2B focusing on fewer, larger customers and B2C on more, smaller ones.
• 📝 When marketing services, the focus should be on selling the end state and benefits, as services are intangible and require a higher level of trust from the customer.
• ⏰ The choice between organic and paid marketing, as well as direct response and brand awareness, often comes down to the balance between time, money, and desired results.

Q & A

What is the main promise of the video to its viewers?

The main promise of the video is that by watching it, viewers will become better digital marketers, as the video aims to share important strategies and knowledge about digital marketing.

How does digital marketing differ from traditional marketing according to the video?

Digital marketing differs from traditional marketing in that it is conducted through digital channels such as SEO, social media, online ads, email marketing, and website optimization, as opposed to traditional media like TV, radio, newspapers, and billboards.

What are the advantages of digital marketing mentioned in the video?

The video mentions several advantages of digital marketing, including the ability to reach a larger audience, more precise audience targeting, cost-effectiveness, immediate feedback, and easier measurement and tracking of results.

What are the core four principles of the 'Hub & Spoke' model of marketing discussed in the video?

The core four principles of the 'Hub & Spoke' model of marketing are model, market, message, and media. These principles are considered the foundation for building effective marketing strategies.

What is the significance of understanding the difference between strategy and tactics in digital marketing?

Understanding the difference between strategy and tactics is significant because strategy involves the big picture and long-term planning, while tactics are the actionable steps and execution details. Getting the strategy right is crucial for the success of any marketing efforts.

How does the video define organic and paid marketing in the context of digital marketing?

Organic marketing is creating content without paying for its promotion, whereas paid marketing involves creating content and paying networks to promote and distribute it to a larger audience.

What is the main difference between direct response and brand awareness marketing as explained in the video?

Direct response marketing focuses on getting an immediate and tangible return such as leads or sales, while brand awareness marketing aims at building trust and authority over the long term, which is more intangible and harder to measure.

What is the importance of understanding the intent of users on different platforms in digital marketing?

Understanding user intent is crucial because it helps marketers decide whether to focus on search marketing, where users are actively looking for solutions, or discovery marketing, where users are more casually browsing and need to be engaged with creative and entertaining content.

Why is it a mistake to market a service-based business like a product-based business according to the video?

Marketing a service-based business like a product-based business is a mistake because services are intangible and require a higher level of trust, which necessitates a different approach that focuses on selling the end state, benefits, outcomes, and results rather than features.

What are the key differences between B2B and B2C marketing highlighted in the video?

B2B marketing focuses on fewer but larger customers, often requiring a more impactful pitch, while B2C marketing targets more but smaller customers. The video suggests that the approach to marketing should be tailored to whether you are selling to businesses or consumers.

Outlines

00:00

📈 Introduction to Digital Marketing

Adam introduces the video with a promise to help viewers improve their digital marketing skills. He clarifies that digital marketing is often perceived as complex but is essentially straightforward. The video aims to simplify digital marketing by focusing on strategies that yield the best results. Adam emphasizes the importance of understanding digital marketing's core principles, which include leveraging digital channels like SEO, social media, and email marketing. He contrasts digital marketing with traditional marketing, highlighting the advantages of the former, such as reaching a larger audience, more precise targeting, cost-effectiveness, and the ability to receive immediate feedback and measure results in real-time.

05:01

🎯 The Core Four of Digital Marketing

The paragraph delves into the 'Hub & Spoke' model of marketing, focusing on the 'core four': model, market, message, and media. The model refers to the business's offer, service, pricing, and delivery. The market segment is about identifying the ideal customer avatar with demographic, geographic, and psychographic details. The message component involves crafting communication that addresses the target market's pain points and how the business can solve them, often using storytelling and testimonials. Lastly, media is about choosing the right digital channels for marketing efforts. Adam stresses the importance of this order to build a solid marketing foundation and avoid common pitfalls.

10:02

🔍 Organic vs. Paid Marketing

Adam explains the difference between organic and paid marketing, with organic content being any free creation that is not promoted by payment, such as social media posts and YouTube videos. Paid marketing, conversely, involves promoting content through ads on platforms like Facebook, Instagram, and Google. Organic marketing is limited in reach due to algorithm biases favoring paid content, while paid marketing offers broader and faster reach at the cost of expenses. The choice between the two depends on the marketer's priorities regarding time, money, and the desired speed of results.

15:02

📊 Direct Response vs. Brand Awareness Marketing

This section distinguishes between direct response and brand awareness marketing. Direct response marketing aims for immediate and measurable outcomes like leads or sales, focusing on tangible returns. Brand awareness marketing, however, is geared towards long-term goals like building trust and authority, which are more intangible and harder to measure. Adam warns against the mistake of expecting direct response results from brand awareness campaigns, emphasizing the need to use the appropriate marketing strategy for the desired outcome.

🛒 Search vs. Discovery Marketing

Adam discusses the importance of understanding user intent in marketing, differentiating between search and discovery marketing. Search marketing, applicable on platforms like Google and YouTube, targets users with clear intent to find solutions or make purchases. Discovery marketing, used on platforms like Facebook and Instagram, targets users who are more likely browsing casually. Marketers need to be direct in search marketing but more creative and engaging in discovery marketing to capture attention and interest.

🏢 Marketing Products vs. Services

The paragraph highlights the differences in marketing tangible products versus intangible services. Product marketing can leverage the ability to showcase features, benefits, and usage, while service marketing must focus on selling the end results or the improved state that customers will achieve. Services lack the physical attributes to demonstrate, so the emphasis is on the outcomes and the resolution of customer pain points. Adam suggests that service marketers should clearly communicate the current discomforts and the improved future state post-service engagement.

🤝 B2B vs. B2C Marketing

Adam concludes the video script by touching on the differences between B2B (business-to-business) and B2C (business-to-consumer) marketing. B2B marketing focuses on fewer but larger customers, often requiring a more impactful pitch due to the nature of business dealings. B2C marketing, in contrast, targets a broader consumer base with smaller transactions. The video encourages viewers to explore a linked video for a deeper understanding of B2B versus B2C marketing strategies, setting the stage for further learning.

Keywords

💡Digital Marketing

Digital marketing refers to the use of digital channels to promote products or services. In the video, it is contrasted with traditional marketing, highlighting its ability to reach a larger, more targeted audience through platforms like SEO, social media, and online ads. The script emphasizes that while digital marketing is straightforward, understanding its strategies is crucial for success.

💡SEO (Search Engine Optimization)

SEO is the process of improving a website's visibility in organic search engine results. The video mentions SEO as one of the digital channels through which businesses can market their products or services, emphasizing its importance in reaching potential customers who are actively searching for solutions online.

💡Audience Targeting

Audience targeting is the practice of focusing marketing efforts on a specific group of consumers most likely to be interested in a product or service. The script explains that digital marketing allows for laser-focused targeting, which is more efficient than traditional marketing methods that often aim at a broader, less defined audience.

💡Cost Effectiveness

Cost effectiveness in the context of the video refers to the ability of digital marketing to achieve results at a lower cost compared to traditional marketing methods. The speaker argues that digital marketing platforms offer more affordable ways to reach and engage with potential customers, making it a more attractive option for businesses.

💡Immediate Feedback

Immediate feedback in digital marketing allows businesses to quickly assess the success of their campaigns and make adjustments as needed. The video contrasts this with traditional media where feedback can be delayed, highlighting the agility and responsiveness that digital marketing offers.

💡Measurable and Trackable

The video emphasizes that digital marketing is highly measurable and trackable due to the digital trail left by online interactions. This allows businesses to monitor the performance of their marketing efforts in real time, making it easier to optimize strategies and allocate resources effectively.

💡Core Four

The 'Core Four' is a model introduced in the video that encompasses the fundamental principles of effective digital marketing: Model (business structure), Market (target audience), Message (communication strategy), and Media (channels of communication). The script explains that mastering these elements is essential for building a strong marketing foundation.

💡Strategy vs. Tactics

The video distinguishes between strategy and tactics in digital marketing. Strategy refers to the overarching plan and direction, while tactics are the specific actions taken to execute that strategy. The speaker advises focusing on getting the strategy right before diving into tactics to ensure effective marketing campaigns.

💡Organic vs. Paid Content

Organic content is any content created and shared without paying for promotion, whereas paid content involves a financial investment to boost its visibility. The video discusses the trade-offs between the two, with organic content being more time-consuming to grow but cost-effective, and paid content offering faster reach but at a higher cost.

💡Direct Response vs. Brand Awareness

Direct response marketing aims for immediate and measurable outcomes like sales or leads, while brand awareness marketing focuses on long-term goals like building trust and recognition. The video cautions against混淆 these two approaches, as using the wrong strategy for the desired outcome can lead to disappointment and ineffective marketing.

💡Search vs. Discovery Marketing

Search marketing targets users who are actively looking for a solution or product, typically through search engines. Discovery marketing, on the other hand, aims to reach users who are browsing more casually on platforms like social media. The video explains the importance of aligning marketing efforts with the user's intent on different platforms.

Highlights

Digital marketing is straightforward and can be simplified into understanding key strategies.

Digital marketing involves using digital channels like SEO, social media, and PPC ads.

Traditional marketing uses non-digital media like TV, radio, and print, contrasting with digital's online presence.

Digital marketing offers a larger audience size and more precise targeting capabilities.

Cost-effectiveness is a significant advantage of digital marketing over traditional advertising methods.

Immediate feedback and measurability are key benefits of digital marketing for real-time adjustments.

Understanding consumer psychology and buyer behavior is fundamental to effective marketing.

The 'Hub & Spoke' model of marketing consists of four core principles: model, market, message, and media.

Designing a business model around market demands and enjoyment is crucial for success.

Identifying an ideal customer avatar with demographic, geographic, and psychographic details is key in targeting.

Crafting effective messages involves understanding the market's pains and how your business can solve them.

Media selection in marketing should be based on where the ideal target market is active online.

Tactics are the actionable steps for executing strategy, including content frequency and type.

Organic marketing relies on creating content without paid promotion, whereas paid marketing boosts reach.

Direct response marketing aims for immediate and measurable outcomes like leads or sales.

Brand awareness marketing focuses on long-term trust and authority building in the market.

Search marketing is about meeting users' intent on platforms like Google, while discovery marketing is more about catching attention on social platforms.

Marketing products allows for demonstration of features and benefits, whereas services marketing emphasizes outcomes and end states.

B2B marketing targets other businesses, focusing on fewer but larger customers, while B2C targets everyday consumers.

Transcripts

- Hey, guys. Adam here.

And in this video,

I'm gonna help you become a better digital marketer

by showing you some of the most important things

you need to know about digital marketing right now.

You see, digital marketing has been made

to seem way more complicated than it actually is.

That's a shame really

because it's actually pretty straightforward.

That said, if you do want to get the best results possible

from your digital marketing,

you're going to need to know and understand the strategies

that I'm gonna be sharing with you in this episode.

So, my promise to you is this.

If you watch this entire video,

you will be a better digital marketer at the end.

So, let's get to it.

(bright upbeat music)

So, the very first thing that I need to share with you

are the differences between digital marketing

and traditional marketing.

Brace yourself for this one 'cause it's pretty profound.

Actually, it's not profound at all.

And that's what makes it so interesting.

You see, digital marketing is really just marketing

done through the use of digital channels.

That's it.

So, when we're talking about digital marketing,

well, we're talking about marketing

through the use of channels like SEO

or Search Engine Optimization,

social media, pay per click ads or online Facebook ads,

Instagram ads, or anything like that.

Not to mention email marketing or website optimization,

or anything that really takes place online

or through the use of digital media.

You can contrast this with traditional marketing

using traditional media.

Things like TV or the radio or newspapers,

or magazines or billboards.

Basically, anything not digital.

Now here's the deal,

traditional marketing and traditional advertising

and everything that goes into it, well, it still works,

but there are some significant advantages

to using digital marketing and all the digital channels

that we now have available.

First of all, digital marketing tends to give you

a much larger audience size.

Really, you can reach anybody that's online

and there's billions and billions of people online.

Next is audience targeting

because not only are you able to reach

these billions of people.

Well, you don't wanna reach all of them because all of them

are not going to be the perfect fit for your business.

Rather, you can be laser-focused and selective

on only the most ideal and perfect people

that you wanna target.

Digital marketing also tends to be significantly

more cost effective than running say,

an ad in the New York Times

or heaven forbid, a Super Bowl commercial.

Again, these are designed to appeal to mass markets

and to try to reach everyone.

Probably not your goal.

Rather what you wanna do is be laser focused and selective

with your marketing and reach again

only those people most likely to buy.

Digital marketing also allows you to get immediate feedback.

And this is probably one of my favorite benefits

of the channels.

After all, if you think about running,

say a magazine ad where you've got to think of the copy

and the creative and what you're going to say,

and then you've gotta get it all written up

and sent to the magazine.

It's gotta get published and then distributed.

Well, you could be looking at weeks at best,

months and maybe many, many months

before you ever figure out if this worked or not.

Digital marketing on the other hand.

Well, in theory, you can write an ad

and have it online in a matter of minutes.

Immediate feedback, immediate correction, immediate results.

Plus, digital marketing tends to be a whole lot easier

to measure and to track because everything's digital

which means we've got a digital trail allowing us to measure

costs and results and everything in real time

so we can make adjustments and tweaks

and optimizations on the fly.

Again, contrast that with waiting three months

for your magazine to come out

and figure out if things worked or not.

And you can't measure clicks on a magazine.

So, the best you can hope to do

is well, really, either have them fill out

some kind of a form on the magazine

or visit a digital channel

which ties us back into digital marketing.

Anyway, there's obviously some serious advantages here

to choosing digital channels going with digital marketing.

But again, that's not to say that traditional marketing

doesn't still work.

It does.

The point here is to take a look at either traditional

or digital marketing and then sort of take a few steps back

to the strategies and the fundamentals and the principles,

the consumer psychology, the buyer behavior,

why people do the things they do

and then focus on mastering and learning that.

Then, you can apply that to digital channels

or traditional channels or any other channels

that come out in the future.

All right, the next thing that'll really help you

become a better digital marketer is to understand

the differences between strategy and tactics

and when to use them.

Strategy is all the big picture stuff.

And this is really where you wanna focus your efforts.

First and foremost, because this is the foundation

that all of your future marketing efforts and tactics

and tools and software and things like that

are gonna be built on.

Get this part wrong and nothing else matters

because nothing else will work.

Now, there are a ton of different strategies and approaches

and ways to look at your digital marketing,

but pretty much no matter how you look at it,

it always comes back to four basic

and really solid principles

that have stood the test of time

and are gonna be just as relevant today

as they are a hundred years from now.

I call these things the core four

and they make up the center

of my "Hub & Spoke" model of marketing.

The core four are made up of model, market,

message and media.

So, let's unpack those now.

The model is essentially your business.

Your offer, your package, your servicing,

the pricing that goes with it,

how you deliver whatever it is

that you deliver to the market.

It's important here to design your model,

design your business around what is the most enjoyable

and profitable and in demand by the market.

'Cause the worst thing you can do is build a business

that you absolutely hate.

Next is the market.

These are the people that you're going to serve

and you don't wanna say everyone or anyone with money.

You wanna be focused, laser focused

on exactly who is going to get the best results

from your product or service.

And also the market that you're going to most enjoy serving.

In marketing, we call this an ideal customer avatar

or an ideal client avatar.

And it's made up of demographic details

like age, gender, income, occupation.

Geographic details like what city or state

or province or country they live in.

And psychographic details like what are their values,

their attitudes and their lifestyles.

Next is your message.

And here's where you're going to clarify

and connect with your ideal target market

by speaking directly to them about their pains

and their problems and their frustrations,

and how your business is uniquely positioned

to help solve that for them.

Telling stories about previous customers

and previous client results

is an incredibly effective way to do this

as are getting testimonials directly from them

and running case studies

proving that you know what you're talking about

and have done what you say you're going to do.

I think that made sense.

The point here is that to craft truly effective messages,

well, you've gotta understand who your market is

and what really makes them up

and what makes them do the things they do.

So, a little bit of market research

and having a few chats with your customers never hurts.

And the fourth part of the core four, and again the center

of that "Hub & Spoke" model of marketing

is all about media.

And this is where you're going to go,

where you're going to do your marketing,

which digital channels you're gonna choose.

Most businesses do this completely backwards.

They start with the media by hearing a great thing

about Facebook ads or YouTube marketing.

Maybe starting a podcast.

And then they just rush in there,

forgetting all about the message

and the market and the model.

So, unsurprisingly, well they're building their business

and they're building their marketing

on a pretty sketchy foundation.

This is why if you go through the steps in the right order,

starting with the model, moving onto the market,

identifying the message.

By the time you get to media,

the choices should be evidently clear.

Like, crystal clear.

You should know exactly where your ideal target market

is present and active online.

And this is going enable you to go there

and ignore everything else.

The reality is you don't need to do everything.

You don't need to be everywhere.

You just need to be the places

where your ideal target market are present and active.

This is gonna save you a ton of time and money and headache,

and wasted energy by spreading yourself too thin

on channels that simply aren't gonna deliver results.

All right, so that was the strategy.

The core four, the high level stuff

that goes into making the right decisions.

Tactics on the other hand are how you're going to execute

everything I've just talked about.

The tactics are the details and the actionable steps

or executable things that you're actually going to go

and put into practice.

So, the strategy being the business model you're using,

the market that you're going to go after,

the messages you're going to use and the media choices

that you're going to deploy your marketing on.

And then the tactics being things

like what frequency are you gonna post?

And what kind of content are you gonna post?

And what schedule or level of consistency

or how many memes are you gonna throw in?

A tactical question would be

what's the best time to post on social media?

A strategic question would be

which social media platform should we be on?

That's the difference.

All right, the next thing that you need to know

about digital marketing is the difference

between organic and paid.

So, let's start with organic.

Organic content and organic digital marketing

is essentially anything that you create for free.

So, anytime that you make a post on Facebook

or an Instagram story or a YouTube video,

or anything like that and you're not paying money

to have it promoted, you're creating organic content.

Now, this doesn't mean that it's free content

because odds are good, you put time and energy,

and probably a decent amount of money

behind the content that you're creating.

But by not paying to promote it,

it's still classified as organic content.

So, if organic marketing is putting out content

and not paying to have it promoted.

Well then, paid marketing is the opposite of that.

Putting out content and then paying the networks

to promote it and distribute it to even more people.

Basically, with paid media or paid marketing, paid ads,

you're running advertising to whatever message

or whatever content that you're putting out there.

Now, the big players in this space right now

are obviously the kingpins like Facebook ads,

Instagram ads, and YouTube ads,

LinkedIn ads and Google ads.

Essentially, the major networks with ads

added to the back of their name.

Organic content shows up in the news feeds

of people that follow you.

Whereas with paid marketing and paid media,

it shows up in the news feeds

and on the phones and on the devices of the people

that you choose through targeting.

Now of course like all marketing strategies,

there's pros and cons to both.

Organic is free essentially in nature,

but it's going to be a little more limited in reach

because the way the algorithms work

is they kind of favor paid media

'cause they like to make money.

Paid media on the other hand

has the obvious downside of costing money.

Well, bright side, it allows you

to reach a ton of people very quickly.

So, essentially the choice between organic and paid

comes down to time versus money

but also the rate at which you want to experience results.

All right, now let's talk about one of my favorite topics

in all of marketing, direct response versus brand awareness.

Direct response marketing is unsurprisingly direct

in its goal to get a response.

Man, marketing sure isn't very creative sometimes.

Basically, when you do direct response marketing,

you're creating an ad or you're creating a piece of content

and you are focused on getting an immediate

and tangible return, something like a lead or a sale,

or a phone call, or a visit

or a sign up or something like that.

Direct response marketing would be run a Facebook ad,

expect to generate a lead, send out an email,

measure the number of conversions, promote a video,

track how many people signed up for a free trial.

All of these are direct response

because you're expecting something ideally immediately

and you're gonna be able to track and measure it.

So, you can do more of what works and less of what doesn't.

Now, contrast all of that with brand awareness marketing

which is essentially more focused on longer term

and building trust and authority

and your brand name in the market.

With direct response, we're measuring things

like leads and sales and conversions.

With brand awareness, we're measuring things

like trust and authority, and possibly mentions,

but a lot harder to quantify and to measure

because they're a lot more intangible.

The reality is long term to build a scalable

and sustainable and profitable business,

well, you do need a pretty decent mix

of both direct response marketing

and brand awareness marketing.

But you have to be wary of the cardinal sin of marketing.

You see, one of the biggest mistakes in all of marketing

is running brand awareness marketing campaigns

and expecting direct response results.

This is a recipe for failure and one of the biggest reasons

that many people claim their marketing just isn't working.

It's because they're using the wrong tool for the job.

Like following a recipe to bake a cake

and then getting really frustrated

when it comes out like muffins or bread

or anything that isn't cake.

This is why it's incredibly important

that you use the right recipe or strategy for the job.

I'll write another incredibly important thing

you need to know about digital marketing

is the difference between search and discovery marketing.

When it comes to search versus discovery marketing,

the biggest and most important

or keyword, if you will, is intent.

Basically, what's the intent or what is the reason

that someone's using a specific platform

when they log on in the morning or at noon, or at night?

So, let's start with search.

And here we're talking about platforms

like Google and YouTube.

Basically, any other search engine.

When someone logs onto Google, for example,

well, they have intent.

They're there to find an answer or a solution or a product.

They're there to do something or buy something

or learn something or take some kind of action.

This is where you as a marketer

want to show up in front of them

and basically answer their question

or give them the solution to whatever it is

that they're looking for.

Some strategies here are using SEO

or Search Engine Optimization,

as well as Google ads which is pay per click advertising.

Discovery marketing on the other hand,

well, this encompasses brands like Facebook and Instagram

and YouTube to a certain extent.

Essentially, a user on these platforms may have intent

but they're probably more casually browsing.

After all, nobody really shows up in the morning,

logs onto Facebook or Instagram with a credit card in hand

looking to buy something.

This is why if you're doing search marketing,

well you can afford to be direct.

They're looking for something?

You have the answer.

So you can just give it to them.

With discovery marketing on the other hand,

you've gotta be a little more creative

and a little more entertaining.

You've gotta get their attention and then keep it,

and allow them to become interested

in what it is that you're selling or promoting.

Now, both search marketing and discovery marketing

are incredibly important parts to building

an overall successful and sustainable business.

But just like with direct response marketing

and brand awareness marketing,

you wanna make sure that you're using the right tool

for the right job at the right time in the right place.

All right, next I've got something

very important to share with you.

And it's something that rarely gets talked

about when it comes to marketing advice.

And that is the difference between marketing products

and marketing services.

Here's the deal.

Most of the marketing information out there

whether we're talking about textbooks

or courses, or even trainings,

they revolve around the marketing of products.

A product being something tangible that you can hold,

that you can see, that you can touch and that you can taste.

A service on the other hand is intangible.

You can't hold it.

You can't touch it.

You can't see it.

You can't taste it.

Plus, with services you often need to pay in advance

which requires a whole new level of trust.

This is why if you're marketing a service-based business

and you try to market it like a product-based business,

well, you're gonna be very disappointed.

Now, when it comes to marketing products,

you have the opportunity and the advantage

of being able to explain and to show and to demonstrate

how a product works, what it looks like.

You wanna show it in action.

Show the features, show the benefits

that the features will deliver.

Show the story behind it.

Everything like that.

Here's an example.

Let's say that I'm trying to promote and sell this pen.

Well, the fact that this pen has a lid is a feature.

The fact that it will prevent me

from getting ink all over myself, that's a benefit.

but you can take it further and you probably should.

For example, this pen lid also has a clip which means

that I can attach it to my papers or my notebook,

or even my clothes if I'm trying to sport that nerdy look.

Another feature of the pen lid itself

is the fact that the lid has holes in the top.

Maybe surprised to hear that the reason that pen lids

have holes in the top is to prevent suffocation

in case they accidentally or purposely get swallowed.

After all chewing on pen lids is an age old

albeit highly unsanitary practice.

Sometimes you just get hungry.

Services on the other hand,

well, they don't have that advantage.

So, the main thing when you're promoting

and marketing services is you want to sell the end.

Essentially, the end state or the benefits, or the outcome

or the results that someone will experience

after working with you.

In fact, when it comes to marketing services,

I'd go so far as to say it's pretty much

all about the end state and the benefits

and the outcomes and the results someone will experience.

The key here is to highlight the current pain

or dissatisfaction or discomfort of their current state.

And then of course, paint the picture

of how they'll be so much better

after having worked with you.

All right, the next thing you really need to be aware of

if you want to become a true expert in digital marketing

is to understand the differences

between B2B and B2C marketing.

B2B stands for business to business.

And this is where your main customers,

your main clients aren't regular everyday people,

but rather other businesses.

B2C on the other hand means you are a business

that sells to consumers.

Regular, everyday people and not businesses.

B2B, business to business.

B2C, business to consumer.

And just like everything I've shared with you so far,

there's some significant differences

in the way that you wanna market your business,

market your service, market your product, market whatever

depending on whether you're selling to businesses or people.

And this is why the next thing you're gonna wanna do

is check out the video I have linked up right here

on B2B versus B2C marketing.

So, make sure to check that out now

and I'll see you in the next episode.

Basically, B2B marketing typically focuses

on fewer but larger customers

and B2C marketing on more but smaller customers.

This means for B2B type marketing,

you're gonna have a little more incentive

to put a little more punch behind your pitch

because you're gonna have to market to fewer customers.

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