Brief Summary
In this episode of the Cardone Kern show, Frank Kern discusses the realities of selling online, emphasizing that it's a long game requiring consistent effort across multiple channels. He highlights that, on average, it takes 22 days and 32 touchpoints for a consumer to make a purchase after initially seeing an ad. Kern provides actionable steps to improve online marketing strategies, including maintaining offer consistency, focusing on retargeting, using easy-to-remember domain names, creating cross-channel content, and making frequent offers.
- It takes 22 days and 32 touchpoints for a consumer to make a purchase after initially seeing an ad.
- Key strategies include consistency, retargeting, easy domain names, cross-channel content, and frequent offers.
- Retargeting is crucial because it focuses on those already showing interest.
Introduction
Frank Kern introduces the topic of what people don't tell you about selling things online. He jokes about his fake titles and sets the stage for discussing the realities of online sales, emphasizing that it's a bigger deal than many realize.
The Customer Journey
Kern explains that every customer goes through a customer journey, which, in this context, refers to what happens before someone buys from you. Research indicates that it takes an average of 22 days from the time a consumer first sees an ad to the time they make a purchase. During this period, consumers typically have 32 touchpoints with the brand. These touchpoints can include Facebook posts, YouTube videos, tweets, LinkedIn articles, Instagram posts, emails, and banner ads.
Key Takeaways for Online Marketing
Kern outlines several key takeaways for effective online marketing. First, expecting immediate results is unrealistic; marketing and advertising are long-term strategies. Second, it's essential to be present on multiple channels to increase brand visibility. Statistics show that 90% of people see ads on multiple channels, and 67% use different devices during their customer journey. To succeed, businesses need to be on all channels and maintain an omnipresent presence.
Q&A: Adapting to Changes in Facebook Advertising
Kern answers a question from a caller named Jordan in New York about adapting to Facebook's removal of specific ad targeting options for housing advertisements. Kern suggests using intent-based branding and programmatic advertising. Intent-based branding involves creating content that naturally attracts the ideal customer. For example, a dog training business might create content about managing incontinence in older dogs, targeting those who own older dogs. Programmatic advertising involves using the rest of the internet to retarget potential customers, such as using MLS lists or search retargeting to show ads to people searching for apartments in specific areas.
The 22-Day User Journey: An Anecdote
Kern shares a personal story about his experience at an Apple Store to illustrate the 22-day user journey. He considered buying a new iPad but didn't make the purchase until months later when a client gifted him one. This anecdote highlights how consumers often take time to make purchasing decisions, even when they have the means to buy something immediately.
Actionable Steps for Crushing It in Online Marketing
Kern provides actionable steps to succeed in an environment where consumers need 32 touchpoints over 22 days. These steps include:
- Consistency of Offer: Constantly present your offer.
- Retargeting: Focus on showing ads to people who have already shown interest in your products or services.
- Easy-to-Remember Domain Name: Use a simple and memorable domain name to facilitate direct traffic.
- Cross-Channel Content: Distribute content across multiple channels, such as Facebook, YouTube, Instagram, and Instagram TV.
Q&A: Monetizing Content Creation
Kern answers a question from a caller about monetizing a website that aggregates content from YouTube creators. Kern advises that content without a clear sales strategy is unlikely to generate significant revenue. He emphasizes the importance of having an offer and a sales process to convert viewers into customers. Kern suggests the caller leverage his filmmaking skills to create and sell video editing tutorials.
More Strategies for Online Marketing Success
Kern continues to provide strategies for online marketing success:
- Cross-Channel Presence: Be active on Facebook, YouTube, Instagram, and Instagram TV. Repurpose content to fit each platform.
- Make Offers: Always include an offer in your content, even if it's a simple call to action.
Final Steps: Go HAM and Retarget
Kern's final steps involve creating a lot of content and focusing on retargeting. He cites Grant Cardone's prolific content creation habits as an example to follow. The key takeaway is that retargeting is the most important strategy because it focuses on people who have already shown interest in your brand. Kern concludes by reminding viewers to join him and Grant Cardone for a live session on building a brand on social media.
