4 Primary Ways To Create A Marketing Strategy — Jonathan Dawson

4 Primary Ways To Create A Marketing Strategy — Jonathan Dawson

Traffic, traffic, traffic. Traffic solves many problems for merchants. You need to get traffic. You have to get people to walk in the door, touch the phone and open the door. In the latest edition of Mind Your Own Business, host Jonathan Dawson explains how to use different marketing strategies to drive more traffic.

Dawson examines how affiliate marketers can generate traffic for themselves and encourages marketers to explore four key approaches to solving marketing problems. It should be noted that not all of these four approaches are the same, not all are equally effective, and not all have the same cost. However, Dawson explains the approaches in the order that he thinks the operators should act.

  1. Exposure Pay / Opportunity - AKA PPO
    • This approach is based on market opportunities or availability. Dawson explains: “If a retailer has ever spent money to get their target audience to see or hear their message, they have used this method. For example, if a retailer uses billboards, television, radio, or social media, there is no guarantee that anyone will hear or see it. However, you pay money up front to get the information.
  2. Lead Marketing Fee
    • Merchants in this situation pay money in exchange for the opportunity to receive something from them, like an email address, phone number, chat, or something like that.
  3. Payment per sale.
    • Merchants only pay when a transaction is made. In the auto sector, Dawson talks about a "bird fee" that is paid only when the car is sold.
  4. Free transaction status
    • Merchant engagement results in lower one-time costs, longer-term residual value, and rewards for attendance, lead generation, and relationship building. As Dawson explains, "Scaling up your marketing strategy will bring more value to your retailer by spending money at a lower one-time cost and reaping long-term benefits." The key ring hangs. "It's a small investment for a keychain, but the customer can clip it to their keys and carry it with them for years," Dawson said.

Finally, Dawson encourages marketers to sit down with their teams and set goals. Ask the leaders of each group how much they know about the four approaches and how effectively they use these methods. What most retailers don't realize, Dawson says, is that you can use any method, including social media, to educate your salespeople.

Dawson explores the questions that retailers need to answer to effectively implement these marketing strategies. For example, how many sellers know how to sell and then share it on their Facebook profile? Or do you know how many people can correctly describe your Jones score?

Bananza Belly Dancer AKON

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