1. EachPod

John Logar and the 5 things you need to nail in your advertising

Author
Jade Green
Published
Sun 11 Apr 2021
Episode Link
https://shows.acast.com/barrelsandbusiness/episodes/john-logar-and-the-5-things-you-need-to-nail-in-your-adverti

Are you ready for a MARKETING MASTERCLASS?!


That is exactly what John Logar provides in this amazing episode with at least a dozen — I’m not exaggerating — insights, tips, and actionable pieces of advice for business owners looking to implement explosive online marketing strategies.


John is the CEO and founder of Consulting Unleashed and he is an expert who coaches digital marketing agencies and consultants. Through his experience as a serial entrepreneur, he has a wealth of knowledge about online marketing and he shares amazing information with all of us!


One of the things John prioritizes is BRANDING, a word you might have heard a thousand times before. However, John expands on how to successfully do it, which includes strategies to ensure you get web domains and social media handles under YOUR NAME.


John wants to make sure your business is among the top results provided by a Google search and that you’re as visible as possible. After all, the goal is for you to TAKE CONTROL OF YOUR BRAND and have a digital footprint that leads your business to success.


You’ve succeeded at lead generation through your online presence and advertising but how many of those are you converting? John is a big advocate of advertising and he sets this as an instrumental investment. However, even the best advertising campaigns can fail.


Wait, WHAT?


You can have the most beautiful logo and an amazing advertising campaign but if your sales team is not optimized, you will be throwing your money down the drain. What good is a lead if you don’t follow up on it?


John provides perfect examples of businesses that have gotten this wrong so that YOU WON’T MAKE THE SAME MISTAKES. Plus, John has FIVE THINGS that are key in lead generation and management and you can learn all about them in this episode.


He also talks about action fakers and how they can get a thousand ideas and not take a single action. Sometimes, people get stuck on trying to build the perfect product, the perfect ad, and instead end up never launching anything because they’re waiting for it to be perfect.


This brings us to yet another nugget of information, which is engaging with the client. Don’t wait for things to be perfect. Go ahead and launch them! And then, get feedback. Feedback is what’s going to tell you if your idea is a good one or if it’s time to go back to the drawing board. 


Plus, you can also get this feedback from current clients! Engaging with them and understanding what made them choose you is a way to get invaluable information that can help you steer your business in the right direction.


Key points 

  • (00:00): Welcome to Barrels and Business!
  • (06:38): How John started SUPpin in Austin, Texas.
  • (16:27): The offline marketing world vs. the online marketing world. 
  • (20:25): How to get an online domain with your name or the name of your business and the importance of making it searchable. 
  • (25:52): The importance of Google Maps and being present in the local online market in order to stay relevant and be easily found by customers. 
  • (32:13): Branding is everything and the middle of a pandemic is a great time to continue branding and marketing. Luxury brands invest in marketing during depressed economic times and they earn millions because of it. 
  • (35:51): Posting is not enough. There needs to be true engagement with the customers and understanding their journey from identifying who you are to purchasing what you are selling. 
  • (43:45): How to have consistent branding across different channels and why this is so instrumental for your message and to inspire trust in the client. 
  • (52:05): Testing an advertisement before investing a lot of money in it and finding out how many clicks you need to make a sale.
  • (56:41): The crucial moment between a client making an inquiry and the business contacting them and engaging them.
  • (01:02:24): The importance of optimizing the sales team and ensuring the leads gotten through advertising are contacted in a timely manner. 
  • (01:13:01): Businesses need to collect and analyse data about who is visiting their sites and the potential clients engaging with the brand. 
  • (01:21:15): An ad can saturate potential clients. When this happens, the ad needs to be shown to a different audience, placed on a different platform, or it needs to be redesigned.   
  • (01:23:41): Feedback from the market is crucial and it is what tells a business if the offer is successful. The idea doesn’t have to be perfect to launch it.
  • (01:41:02): Analysing the data constantly and reviewing customer behavior is key for lead management and increasing sales.


Key takeaways & quotes 

  • Only 14% of total purchases were made online before COVID-19, a number that skyrocketed to 21% in only a year. This growth was expected to take place during three years, not just one. 
  • “The more content you put out the more your name is going to show. The goal is to own the first five or six pages that show up on a Google search.”
  • A great way to name a company is by using short, punchy words and once that’s decided, the company should acquire the domain as soon as possible.
  • Being in the right place is instrumental. Businesses need to be where their clients are, which involves choosing the right social media platforms and marketing channels.
  • Back in 2006 five frames of reference were need by most people before making a purchase. Today, this number has increased to 32 frames of reference before deciding on a purchase. You need to have as much information as possible out there on different channels.
  • Keep your logo simple and choose a color palette that provides consistency to your brand across different channels and backgrounds and that’s representative of your company.
  • Advertising often fails because the sales team hasn’t been optimized. The advertising campaign is solid but the overall strategy isn’t.
  • “Don’t advertise yourself, get a professional who can advertise your business for you.”
  • Create actionable advertising that directs the client towards one specific action (e.g. buy now, call, contact on Facebook, etc.)
  • “Always make an offer that’s visible and actionable. If there’s no offer, clients can’t buy.”



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