How to Promote Your Business with Pervasive Presence
“How to Promote Your Business with Pervasive Presence” written by Mike Marko.
Have you been struggling to get traction with your internet marketing?
Many consultants and small business owners have a hard time getting traction with their internet marketing. They may get a website, setup some social media accounts, try some SEO, and still get little to no measurable results.
They may even hire an individual or firm to help them and still it’s much of the same… nothing.
At this point, they often say “it doesn’t work” or “I don’t have time for this”.
I can appreciate that because, as a fellow business owner, I understand you don’t want to waste time and money on something that doesn’t ultimately help your business grow.
That’s why over the years I hired a lot of mentors, and worked on process to help make internet marketing easier to get results.
It’s all about the system you have in place. Because, like anything, without the right system you won’t get the results you want or it will take too much resources to get it right.
That’s why today I want to take the time to talk to you about how to use what I call the Pervasive Presence engine. I’m going to show you how you can start implementing this process to start improving your internet marketing results today.
The Pervasive Presence Engine
Before I start diving into the what the Pervasive Presence engine is and how to implement it, it’s first important to talk about why most internet marketing methods fail or get lack luster results.
Why Traditional Internet Marketing Doesn’t Work
“Traditional internet marketing” doesn’t work anymore. There are a lot of reasons for that.
What Used to Work
With the introduction of internet marketing, those who were relatively early adaptors had an advantage: there was little competition.
You didn’t have to do the “old school” ways of marketing when you marketed online.
There was a period of time when SEO was easy and those that did it got incredible results… until too many people were doing it and Google tightened up its algorithms. Now only those that really know what they are doing get results.
There was a period of time when doing Google Adwords was extremely profitable and easy…. Until Google raises prices. Now only those that really know what they are doing get results.
There was a period of time when Facebook marketing was very easy and very effective… Until Facebook changed the feed algorithms and increased advertising costs.
I think you see the theme developing.
I could literally do this with any internet marketing platform.
Everyone Says They Can Do It
What further complicates this is that anyone can say that they are an internet marketing expert or consultant. There is no formal degree. They can literally watch a few YouTube videos, maybe take a course, and say they are an expert.
And then business owners fall prey to these newbies claims…. And pay to have these “experts” test and try with their money only for the business owner to find that they didn’t know what they were doing.
What About My Website?
This also applies to websites.
With so many people saying they can build a website, it’s very common that business owners buy websites that don’t serve them.
The website is not designed so that it answers the three key questions within 3 seconds of the visitor landing on the website:
- What do you do
- What can you do for me
- What do I do next
If the visitor can’t determine these three things I a concise message than your website fails.
On top of that, most websites aren’t designed properly to help it rank in Google. (Read my article on common website SEO mistakes).
So what can the consultant or small business owner do?
You need to take matters into your own hands.
And you need a system that works and will adapt with the every changing internet marketing landscape.
So let’s talk about the system that works: the Pervasive Presence system.
The Pervasive Presence System Groundwork
So what is the Pervasive Presence system?
The Pervasive Presence System Is…
Well… the definition of the Pervasive Presence system can be boiled down to be relevant to target audience, all the time.
If you are pervasively present, or omnipresent, you are constantly putting the right, relevant information in front of your target audience.
So the first thing you need to REALLY KNOW is your target audience.
Know Your Target Audience
Probably one of the most important steps is knowing your target audience… I mean really knowing who they are.
I’m sure you have a good idea of who your target audience is, but I’m challenging you to really narrow it down. The idea is you want to be the big fish in the small pond. You want to be the biggest in your niche.
Now unless you have a huge marketing budget like Apple or Pepsi (who can really execute Pervasive Presence well across the globe) you need to focus on as narrow a target audience as possible. That way your marketing budget is used very effectively.
To help you out, I would like you to read the blog post, “How to Define Your Target Customer to Grow Your Business”. In it I talk about how to define your target audience.
I would also like to challenge you to read, “,Client Avatar — Customer Profile Template”. An avatar can make your marketing even more effective.
Really knowing your target audience helps with the next important step…
Understand Their Pain Points
Now that you know your target audience, the next step is to delve deeply into what keeps them up at night. By understanding their pain points you can make sure your messaging is as direct and as effective as possible.
Check out my blog post, Conducting an Effective Customer Pain Point Analysis, to help you go through the exercise of understanding your target audience’s pain points.
What Is Your Impact
After knowing their pain points, the next step is knowing what to do with them. I touch upon this in the blog post, Effective Pain Point Marketing Strategies.
But I would also suggest that you step back and look at it and categorize you impact in three levels:
- Primary. How you will help your customer TODAY with your product or service.
- Radiant. How your product and service will affect their life in the next couple days. What are the benefits of the benefits of your product. And example maybe be that helping them get more hot prospects today (the primary benefit) will give them the opportunity to raise their rates as finding potential customers is easier.
- Ripple. Think of the ripple impact being the benefit of the benefit of the benefit. These are the after effects that can be felt 30, 60, or 180 days out. Using our example for Radiant, the benefit of raising rates could be not needing as much clients, and thus having more time to spend time with family, travelling, etc.
So when you combine the paint points with your impact, you become RELEVANT to your target audience.
Cast A Net
You have already analyzed your target audience (see above) so you know that they will be on multiple social media platforms. For example, my consulting clients are on the following social media platforms:
The thing is…
People on one social media platform tend to stay on that platform predominately. That means if you focus your promotion on one platform you will miss out on a lot of your target audience.
The following video talks about How to Do Social Media Marketing (it talks about Cincinnati-based marketing, but it is really applicable anywhere).
You will see that not only it talks about social media, but also how it also incorporates SEO, SEM, and other ways to bring in traffic.
The following diagram is the same on as in the video.
You Are Wasting 98% of Your Traffic
When you drive traffic to your website, and that is all you do…
You are wasting 98% of the effort and cost.
The reason is that it has been shown that, if someone is in the market to buy then they are at most 2% likely to buy on the first exposure of the offer. It typically takes 7 to 10 exposures, at least, in order to get them to pull the trigger.
That’s the reason why you go shopping for something like a TV, that you then see TV ads for the next week. The electronic stores know this… and now you do too.
That’s why retargeting has to play an important part of your overall marketing campaign.
What If They Are Not Interested Yet?
Now the 2% rule assumes they are ready to buy. If they are NOT ready to buy, then you have to put relevant content in front of your target audience… but now you have a slower nurturing and conversion time frame. This can take weeks, months, and even years in some cases.
This video talks about the process.
Final Words About Pervasive Presence for Your Business
In this blog post, we talked about how you can apply the Pervasive Presence system in your business. When you are relevant to your audience, and omnipresent with the right message in front of the right people, then you will grow your business more effectively than anyone else.
If you need help with implementing Pervasive Presence and scale up your business, then you should take a look at our “Results in Advance” program.
We start with a 30–60 minute free consultation where we together create a strategy that will grow your business effectively. Its actually a strategy session where you’ll walk away with actionable steps you can take to increase your business revenue. By the end, you can either take what we discussed and run with it yourself or we can agree to work together to crush your results!
If you want to learn about how to qualify for our “Results in Advance” program, please feel free to reach out to us by clicking the button below.
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Article: How to Promote Your Business with Pervasive Presence
Originally published at Mike Marko.