Trust Potential – The Third M = Moment
Peter Brissette • April 27, 2017
Peter Brissette here, and I’ve got something for you again this month in our monthly marketing message.
We’ve been talking about trust potential. Trust potential is the basic idea that any marketing or advertising that you do has an inherent amount of trust built into it, depending on a number of factors in four key areas. The first area is the message. What is the message that you’re delivering and saying to your prospects?
The second is the medium. What is the delivery system that’s delivering this message? Is it a video? Is it a newspaper ad? Is it a text message or an email? How is this message being delivered to them?
Then the third one that I want to talk about today is the moment. That is when that message via that medium is delivered. It’s very important to understand that as you’re planning your marketing, you need to include when you want to deliver specific messages.
When can you decide, and how do you decide when is the right time for a specific message?
Ultimately, this is a question that you have to ask your prospect. A simple way to do this is to break it down by the need. Mr. Customer, is this a current need? As in, you need this immediately right now. You have a problem that you need to solve, and I have the solution for you, and you need to do it today. Versus, this is something I know that’s a coming need, and I’m interested in this area, and I want to get more information, but it’s not an immediate need, it’s a future need. That basic criteria right there can tell you which message you need to deliver, and when you need to deliver that message, based on that.
All this data is tied up within your current customer base in clients that you have and understanding when was the right time to deliver a specific message to them? There’s a whole other avenue that you can go deeper into this, and there are some really interesting things that are happening because all this data about us, each of us, is anonymous data that’s floating around out there, and there are all different sources of this data that’s being pulled in and being used to send us marketing messages.
It’s basically the idea of, what was the movie called Minority Report with Tom Cruise? And in that movie, there were some scenes where you would walk into a store, and it would scan your eyeball. The scanner would scan your eyeball, and as soon as it scanned your eyeball, it identified who you were and began to deliver you specific messages based on who you were because it understood your interests and what you liked, and your purchases that you have made.
We’re starting to see this level of technology that’s showing up in some of our advertising platforms, platforms like Facebook where we can target specific behaviors, not just demographics, and so that is really the future of marketing, and it’s kind of here today in terms of really thinking about how you can deliver your message at the right moment to the right audience.
So there’s a lot of thought that needs to go into that. In order to get the ultimate goal, which is a conversion, and what is a conversion? A conversion means I’ve taken you from a suspect to a prospect, to a potential customer and eventually to a converting client who is actually making a purchase.
That is the third M in trust potential, and next month we’ll be talking about M number four, which is the measurement. How do we measure the results of our marketing campaigns inside of trust potential, and we’ll wrap it up with that message.
That is your monthly marketing message for this month. I hope you enjoyed it. Please leave your comments. It is nice and caring to share, like comment as well on the video where we might see this. Thank you very much and have a great month.
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The last question that should we follow our competitors on social media? Sure, why not. You know, you want to see what they're doing and see what's happening there. You know if you're going to be active and you're really trying to use social to build your business then having a good idea what's what your competition is up to is probably important. And you know sometimes what I find with so called competitors is that we you know often times find people that we can collaborate with. It doesn't necessarily mean they are competitors so we work with a number of other marketing agencies and provides some services for them for their clients that they don't necessarily do, but they hire us to do it for them. So like I work with other marketing agencies, so they're not necessarily, you know, your competitor and everything. So but yeah, see what's going on you know, investigate, read up on them, see what they're doing, check out their websites, see what they're ranking for. You know, the more you understand the competitive landscape, the more you know what you should be doing and what you need to do.
And the last question that we have is, can you say more about running a test on TikTok yeah, I so I'm not on TikTok I'm not using tiktok. I wind up watching a lot of TikTok videos on Facebook and the Facebook reels. I think it's fascinating. I find it very interesting. But it's not a platform that I've taken the time to jump on at this point. Again, based on where I'm at with strategy and so forth, it's not a fit for me. But anytime you're using any platform, if you're going to do something, you want to come up with some means of measurement. How am I going to measure success? What does success look like? Is it I, you know, posted a video and I got a thousand views. Is that success you know or is it actually driving traffic and are you tracking how much traffic and then are you tracking what happened to that traffic? Did they fill out a form, did they make a phone call? Like what's the, where do you want that to go? So we really need to step back and think about that whole process. Of creating content, I'm pushing this through to, you know, to my website. And this is what I want to have happen. This is what I wanted the results to be. And then how am I going to track it? How am I going to measure it and do that so anytime you're spending, anytime you're doing something new in particular. Or you're spending any money you need to track it all the way through. All the way through.
The next question that we have is if you have a GoDaddy web page already and are having some issues, are you able to switch over somehow? You can build your website on any other platform and then just you just change the domain where the domain points. So yeah, you can do that anytime. Thank you, Peter.
Next question is how powerful are paid plans to things like Google Adwords or whatever it is called now regarding driving traffic, how can you possibly compete when you don't have the cash to put towards such programs? Yeah, so that's where you gotta get creative. So again we're small businesses and we don't have you know, unlimited funds to you know, just throw a bunch of ads up and you know compete with some other big companies so. Again, this goes back to what are the things I can really do better, because chances are your website is getting some traffic and it could be getting good traffic, but if your messaging isn't clear on your website, you're not getting them to take the next step. They're not making a phone call or filling out a form. So where I can put energy and effort is in that messaging and that and being very clear about who I'm working with, the problem I solve, how I solve it. So that whoever does come across my radar, I have a much higher chance of converting that person then someone else. So you know it's not the best product that always wins, it's who's the best communicator. And so that's why I talk about what you own and what you can't can control and making sure that is dialed in. And doing what it's supposed to do so that if you do go I, if I'm dialed in and I know everything is working well with my website and it's communicating clearly now, I can spend a small amount on ads and drive a small amount of traffic knowing that I'm probably going to get a decent amount of conversions because my messaging's on point and so I don't have to spend as much as the big guy. But I can be more effective because I've spent time working on the stuff that really matters. Thanks, Peter.
The next question is, we have a couple more here. What is your choice for a website hosting platform? So if you're going to host WordPress, my number one choice would be sitegroundsiteground.com That would be my top choice for WordPress hosting that, great support and all that. And again, you can have your. Domain on GoDaddy and it can point to wherever. It can point to Squarespace. It can point to site ground wherever it needs to go. But yeah, for WordPress site ground would be my top choice.
The next question is, can other businesses similar to mine attach to my website and then their ads show up on their Facebook page? No, I don't see how that can happen. Thank you.
The next question that we have is I used to utilize local provider gizmo to be able to personally update my website due to its ease of use. If you knew word you could do gizmo. Do you know of a website editing platform that would be as simple. I don't need an online store so our website just needs to be simple clean design that I can update content. So any of those platforms we talked about we believe with Squarespace can do that. Our platform that I mentioned can do that as well. So that's something that I know someone that was asking about that, I'll just give you my contact info. You guys you know can provide my contact info. If you're interested in looking at that, we can we can talk about that one-on-one Thanks, Peter.
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