The 21st Century Marketing Guru: All You Need is a Laptop and an Internet Connection

Yes, it is absolutely possible to clear 6 figures while working from home. The Gig Economy has empowered anyone to earn money from home, if they're willing to challenge themselves with learning new things. If you're able to focus on building strong relationships with clients, and a solid online reputation, it's very possible to make a living with little more than a laptop and an internet connection

The Google Revolution

When Google launched in 1998, it was one of many search providers. From their humble beginnings as the only search provider without ads and an uncluttered homepage, they've become the dominant force in online search; with more than 64% of search traffic coming through Alphabet's ecosystem. Google has used their position in the market to do a lot of good things; including providing free access to their search tools: Google Analytics, Google AdWords and Keyword Planner.

When Google launched, they agreed on a mantra: "Don't be evil." They have been very, very good to information-seekers and the people that provide answers to their user's questions. In addition to the search tools made freely available, Google offers a free suite of online productivity tools and cloud storage.

Democratization of Marketing Data: Google's initiative to empower SEO professionals and small-businesses with access to insights is admirable. In-depth information about the traffic reaching a website, and the effectiveness of their advertising efforts to increase traffic is freely available. As a result, anyone with an internet connection can create a website and then install Google Analytics to monitor their website's success.

PPC Advertising

A big factor in the marketing revolution that has empowered 21st century small businesses is the accessibility that Pay-Per-Click (PPC) advertising provides. For example, if I create a website that sells aftermarket Jeep parts, I can use Google AdWords or Bing Ads to create targeted advertising campaigns.

PPC advertising is extremely cost-effective, because the only people that see my ads are users that have an internet search history that indicates a predisposition to purchase my products. To setup a PPC campaign, I first need to research keywords and phrases related to my website. Once I know what my ideal customer is doing online, I bid on those phrases and keywords. I am in complete control of the budget.

Some keywords and phrases are more expensive than others, so a smart marketer will perform a cost-benefit analysis. For me, this analysis centers around the cost-per-customer-acquisition. To get this number, I review how expensive a term will be to target. Then I consider the strength of my site and how many customers I can reliably expect to convert after reaching my site.

Let's say that I have a $100 PPC budget, and the term "jeep off-roading parts" costs $3.50 per click. If I expect for 5% of the people that reach my site through this ad to make a purchase, then I can create the following equation: $100 ÷ $3.50 = 28.58 site visitors X .05 = 1.43 conversions, $100 ÷ 1.43 = $69.94 per acquired customer.

In the equation above, I've taken my marketing budget and the cost of each click on my ad to figure out the number of visitors I can expect to generate. Then I've taken that number (28.58 visitors) and assumed that 5% of that traffic will convert into sales (generating 1.43 new customers). So, if I spend $100, and I get 1.43 new customers, my cost to acquire each new customer comes to $69.94 per customer, on average, using a Pay-Per-Click campaign.

These kinds of insights and market data used to only be accessible to marketing firms that commissioned expensive market research studies. But now, with market data becoming more accessible and targeted advertising becoming more cost-effective, I can effectively help a client understand how expensive it will be to market their product or service.

Creative, Viral Advertising

The term "viral" is associated with anything on the internet that is shared by millions of people. Companies use viral marketing to reach consumers in a more cost-effective manner. This strategy could include the creation of a YouTube video that will be shared around the world, or a funny picture that includes a branded watermark.

Appliance brands have used viral ad campaigns for years. LG, for example, launched an ad campaign called Bye Bye Panties, featuring beautiful women washing their panties using an LG washer and dryer. The sex appeal of the title alone earned LG some serious clicks and shares. The genius in using a share-worthy advertisement is that the only costs incurred by the advertiser is the production of the ad, and its initial publication. If the video is published to YouTube, the cost is free, but to get the excitement started, a paid advertising campaign on YouTube might make sense.

Google, PPC, Website Conversions and Viral Advertisements Empower Anyone to Harness the Power of Data-Driven Creativity

The amount of knowledge freely accessible online is mind-boggling. With more than 3.5 billion Google searches per day, there's little doubt that the world has become comfortable with accessing information online. The other side of that coin is the fact that marketing a brand or website to that online traffic is becoming easier and easier. It takes hard work, but with the right kind of data-driven creativity, it's possible to market virtually anything online with little more than a laptop and an internet connection.

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