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

Summary

本视频由Adam主讲，旨在帮助观众成为更出色的数字营销专家。他指出数字营销并不复杂，关键在于理解并运用正确的策略。Adam强调了数字营销与传统营销的区别，突出了数字渠道的广泛受众、精确定位、成本效益和即时反馈等优势。他提出了“核心四要素”（模型、市场、信息和媒体）作为营销策略的基础，并区分了策略与战术、有机与付费营销、直接响应与品牌意识、搜索与发现营销以及B2B与B2C营销的不同。视频承诺，观看完整视频将提升观众的数字营销能力。

Takeaways

• 📚 数字营销与传统营销的区别：数字营销是通过数字渠道进行的营销活动，如SEO、社交媒体、付费点击广告等，而传统营销则通过电视、广播、报纸等非数字渠道进行。
• 🌟 数字营销的优势：数字营销能够触及更广泛的受众，具有成本效益高、目标精准、能够即时获取反馈和容易衡量跟踪等特点。
• 🎯 营销策略与战术的区别：策略是大局观，决定了营销的基础和方向，而战术是具体的执行细节，包括发布频率、内容类型等。
• 🔄 'Hub & Spoke'模型的核心四要素：包括模型（业务模式）、市场（目标受众）、信息（传达内容）和媒介（营销渠道）。
• 🏢 业务模式设计：应围绕市场需求设计业务模式，确保业务既盈利又令人享受。
• 🎯 目标市场定位：明确理想客户的形象，包括人口统计、地理和心理特征。
• 💌 信息传达：直接与目标市场沟通，解决他们的痛点，并通过故事、客户见证等方式建立联系。
• 📡 媒介选择：根据前面的模型、市场和信息，选择最合适的数字渠道进行营销。
• 🆓 有机营销与付费营销：有机营销是免费发布内容，而付费营销则是为推广内容支付费用，两者各有利弊。
• 📈 直接响应营销与品牌意识营销：直接响应营销追求即时的、可衡量的回报，而品牌意识营销则注重长期建立品牌信任和权威。
• 🔎 搜索营销与发现营销：搜索营销针对有明确意图的用户，如搜索引擎用户；发现营销则针对可能随意浏览的用户，如社交媒体用户。
• 🛍️ 产品营销与服务营销：产品营销可以展示产品的具体特征和好处，而服务营销则侧重于销售最终状态、好处、结果或用户将体验到的改变。
• 🤝 B2B与B2C营销：B2B营销面向其他企业，注重数量少但规模大的客户；B2C营销面向消费者，注重数量多但规模小的客户。

Q & A

数字营销与传统营销的主要区别是什么？

数字营销主要是通过使用数字渠道进行的营销，包括搜索引擎优化(SEO)、社交媒体、付费点击广告等在线渠道。而传统营销则使用电视、广播、报纸、杂志和广告牌等非数字媒体。

数字营销相比传统营销有哪些优势？

数字营销的优势包括能够触及更广泛的受众、更精准的目标受众定位、成本效益更高、能够获得即时反馈以及更容易测量和追踪效果。

什么是数字营销中的'核心四要素'？

数字营销中的'核心四要素'包括模型(model)、市场(market)、信息(message)和媒体(media)，它们构成了'中心辐射'模型的中心。

在数字营销中，策略(strategy)和战术(tactics)有什么区别？

策略是大局观，是所有营销努力的基础；而战术是执行策略的具体行动步骤或可执行事项，比如发布频率、内容类型等。

什么是有机内容(organic content)和付费内容(paid content)？

有机内容是未付费推广的自创内容，如Facebook帖子或Instagram故事；付费内容则是发布内容后，向网络平台支付费用以推广和分发内容给更多人。

直接响应营销(direct response marketing)和品牌意识营销(brand awareness marketing)有何不同？

直接响应营销的目标是获得立即的、有形的回报，如引导、销售或注册；而品牌意识营销更注重长期建立信任和权威，以及品牌在市场中的知名度。

搜索营销(search marketing)和发现营销(discovery marketing)的区别是什么？

搜索营销是基于用户有明确意图寻找答案或解决方案的平台，如Google；发现营销则是用户可能无明确购买意图，更倾向于随意浏览的平台，如Facebook和Instagram。

营销产品和营销服务有哪些不同？

产品营销可以展示产品的实际功能和好处，而服务营销则需要更多地强调服务带来的最终状态、好处、结果或体验。

B2B和B2C营销的主要区别是什么？

B2B营销是企业对企业的营销，通常面向较少但较大的客户群体；B2C营销是企业对消费者的营销，面向更多但较小的客户群体。

为什么营销服务型业务时不能简单地模仿产品型业务的营销策略？

服务型业务是无形的，客户往往需要预先支付费用，这需要更高水平的信任。如果服务型业务尝试像产品型业务那样营销，可能会因为策略不匹配而效果不佳。

数字营销中，如何有效地区分和应用策略和战术？

首先要明确业务模型、目标市场、信息传递和媒体选择等策略层面的内容，然后在战术层面上制定具体的执行计划，如发布频率、内容类型和一致性等。

Outlines

00:00

😀 数字营销基础与策略

Adam在视频中承诺将帮助观众成为更好的数字营销人员，通过分享当前最重要的数字营销知识。他指出数字营销被过度复杂化，但实际上相对简单。观众需要了解的策略包括数字营销与传统营销的区别、数字渠道的使用、目标受众的精准定位、成本效益、及时反馈和可追踪性。Adam强调，尽管传统营销仍然有效，但数字营销具有明显的优势，如更广泛的受众、成本效益和即时反馈。

05:01

📈 数字营销的核心四要素

Adam介绍了数字营销的四个基本要素：模型、市场、信息和媒介。模型指的是业务本身，包括产品、服务和定价策略。市场是指目标客户群体，需要精准定位理想客户。信息是与目标市场沟通的关键，要直接解决他们的问题和痛点。媒介是营销活动的渠道选择，强调正确的顺序是先确定模型、市场和信息，再选择媒介。这有助于节省资源，专注于最有效的渠道。

10:02

🔍 有机与付费营销的辨析

Adam区分了有机营销和付费营销。有机营销指的是不通过付费推广而发布的内容，虽然免费但受算法限制，触及范围有限。付费营销则是通过支付网络费用来推广内容，可以快速触及大量人群。选择有机还是付费营销取决于时间和预算，以及期望的结果速度。

15:02

🎯 直接响应与品牌意识营销

直接响应营销旨在获取即时和具体的回报，如潜在客户或销售。品牌意识营销则更注重长期建立信任和权威。两者都是构建可持续业务的重要部分，但营销者需避免期望品牌意识营销活动带来直接响应的结果，这是营销失败的常见原因。

🛍️ 产品与服务营销的差异

产品营销可以展示具体物品的特性和好处，而服务营销则侧重于销售最终状态、好处、结果或客户体验。服务营销需要更多地建立信任，因为服务是无形的，并且通常需要预先支付。营销服务时，重点是突出客户的当前痛点，并描绘通过服务改善后的状态。

🏢 B2B与B2C营销的区别

B2B营销是企业对企业的营销，关注较少但较大的客户群体；B2C营销则是企业对消费者的营销，面向更多但较小的客户。B2B营销需要更强的推销力度，因为目标客户较少。了解这些差异对于有效营销至关重要。

Keywords

💡数字营销

数字营销是指通过使用数字渠道进行的营销活动。它包括搜索引擎优化（SEO）、社交媒体、付费点击广告等在线渠道。在视频中，数字营销与传统营销形成对比，强调了其通过数字媒体进行的特点，以及能够触及更广泛受众的优势。

💡目标受众

目标受众是指营销活动想要吸引的特定人群。视频中提到，数字营销允许营销者精准地选择并针对最理想的目标受众，这有助于提高营销效果并节省资源。

💡成本效益

成本效益在视频中被用来描述数字营销相比传统营销的一个优势，即在成本上更为经济，能够以较低的成本达到更广泛的受众。

💡即时反馈

即时反馈是指数字营销能够迅速得到用户对营销活动的响应和结果。视频中提到这是数字营销的一个显著优势，因为它允许营销者快速调整策略以优化效果。

💡测量与追踪

测量与追踪是指对营销活动的效果进行评估和监控的能力。视频中强调了数字营销在这方面的优势，因为所有的活动都是数字化的，可以实时地测量成本和结果。

💡策略与战术

策略是指营销活动的总体规划和方向，而战术则是执行这些策略的具体行动和步骤。视频中解释了理解这两者的区别对于成为更好的数字营销者至关重要。

💡核心四要素

核心四要素是视频中提到的营销模型，包括模型（业务模式）、市场（目标受众）、信息（传达的内容）和媒介（营销渠道）。这些要素构成了营销策略的基础。

💡有机内容

有机内容指的是没有通过付费推广而自然产生的在线内容，如社交媒体帖子或博客文章。视频中提到，虽然有机内容不涉及直接的推广费用，但其传播范围可能受限于平台算法对付费内容的偏好。

💡付费媒体

付费媒体是指通过支付费用来推广和分发内容的做法，如Facebook广告或Google广告。视频中指出，与有机内容相比，付费媒体可以迅速扩大受众范围，但需要投入资金。

💡直接响应营销

直接响应营销是指旨在立即获得具体反馈的营销活动，如获取潜在客户或销售。视频中强调了这种营销方式的可测量性和可追踪性，允许营销者根据结果调整策略。

💡品牌意识

品牌意识营销关注的是长期内建立品牌的信任和权威。与直接响应营销不同，品牌意识营销更侧重于提升品牌形象和知名度，其效果可能不如直接响应营销那样容易量化。

Highlights

数字营销实际上并不像人们想象的那样复杂，它本质上是通过数字渠道进行的营销。

数字营销与传统营销的主要区别在于使用的渠道不同，数字营销利用SEO、社交媒体、付费点击广告等在线渠道。

数字营销相比传统营销，能够触及更广泛的受众，并且具有更高的成本效益。

数字营销允许营销人员获得即时反馈，快速调整策略，这是其一个显著优势。

营销策略应基于模型、市场、信息和媒体这四个核心要素，即'Hub & Spoke'模型。

业务模型设计应以市场需求和盈利性为导向。

市场定位需要精准，专注于最理想的客户群体，即理想客户化身。

营销信息应直接针对目标市场的需求和问题，通过故事和案例研究来建立联系。

媒体选择应基于前三个要素，确保营销活动在正确的渠道上执行。

策略与战术之间的区别：策略是宏观规划，而战术是具体的执行步骤。

有机营销与付费营销的主要区别在于是否通过支付网络来推广内容。

直接响应营销与品牌意识营销的不同目标：直接响应注重立即获得可量化的结果，而品牌意识注重长期建立信任和权威。

搜索营销与发现营销的区别在于用户的意图，搜索营销注重解决用户的明确需求，而发现营销更侧重于创造兴趣。

产品营销与服务营销的不同策略：产品营销可以展示具体特征和优势，服务营销则侧重于销售最终状态和结果。

B2B与B2C营销的区别：B2B面向其他企业，注重长期关系和大型交易；B2C面向消费者，注重大量小型交易。

营销者应避免将品牌意识营销活动期望得到直接响应的结果，这是营销失败的主要原因之一。

营销者需要理解不同营销渠道的特点，并根据不同情况选择合适的策略。

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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