You may hear from marketing experts and SEO companies that marketing has changed.
They tell you that you need to be doing all this complicated stuff you don’t understand - like posting on social media, building backlinks, making structural changes to your website, and others.
But the truth is, while the tools we use to communicate our ideas have changed, the principles of human persuasion remain the same and haven’t changed for over 2,000 years.
The same formulas that worked then works now - It all comes down to brand visibility.
Whether you run a small store or a multi-million dollar corporation, the business that wins is the one with the strongest brand - the most visibility - in the niche.
In other words, how well known is your brand in your town or city? Let’s say you’re a dentist, for example, and someone in your local area needs a root canal treatment. How many people are going to recommend you? And, more to the point, if more people were to become aware of you, what kind of impact would that have on your business?
Consider this... The Most Successful Brands are Omnipresent.
To be omnipresent means to be everywhere... to be encountered often.
One group of people that take full advantage of this principle to generate a lot of money for themselves are celebrities
Let's take for example the Kardashians...
If you know nothing else about Kardashians, you know that they are very, very, very, very famous... and wealthy.
They have their own hit TV show - Keeping Up With The Kardashians -that’s now in its 20th season. They are constantly active on social media sharing what they're up to and giving her fans insights into their life.
There’s a lot we can talk about on the topic of the Kardashians, and I’m sure you probably have your own opinion about it all.
But regardless what people say or think, the fact is we can learn a lot from a marketing perspective about their success - because let’s face it, they are a brand machine.
They get a ton of media coverage. It’s no coincidence their ubiquitous online presence has led to creating a powerful brand.
That’s why it feels like you can never escape the Kardashians.
No matter where you turn, they’re there, right?
They get themselves on big brand sites to reach their audience. And it’s possible for you to do the same on a small scale… without expensive PR companies.
So, whether you like them or not, maybe there’s something you can learn from this.
Just like the Kardashians on the cover of Forbes, can you imagine what getting your business advertised on USA Today and other big brand sites online would do for your business?
Now, you might be thinking this is out of reach for you. But it's not.
By simply advertising and being present on these sites, the effect is the same.
How To Achieve Celebrity-Like Omnipresence Without The Big Bucks
Well, there’s an old way, which is probably the way that you’ve been taught - and you see people teaching this all the time:
Do all of this stuff and then maybe… eventually… you’ll get more customers.
But, trying to do all of these things is a recipe for burnout... and it isn't scalable.
Plus, as a small business owner, you probably find it extremely difficult to create content. Not to mention the fact you’re busy running a business!
So if that’s the old way, and we know the old way is risky, then what’s the new way?
The new way is really simple.
You don’t need a blog, you don’t need a huge social media following, you don’t need to produce tons of content yourself.
This process can replace all of these things. I want you to imagine that you had the ability to immediately leverage hundreds of major brands.
This includes some huge sites like ABC, CBS, Fox News, NBC, YouTube, and over 300 more!
This ensures that people searching for the products and services you offer are very likely to see you.
And it’s extremely powerful because if your customers miss an important bit of content in one format, they are more likely to see it if you repeat it again but in a different format, in a different location.
So you get on multiple platforms, in multiple formats, and leverage their pre-existing authority and audiences.
Remember, authority is the key to getting the traffic you need.
And just like a megaphone can amplify your voice with no additional effort, this process amplifies your authority so you can increase your visibility online and drive more traffic to your local business website.
So, which strategy would you prefer?
It should go without saying that the new way would be a lot easier to implement, right?
So, at this point, you may be wondering how these brands are actually leveraged.
Well, this graphic offers some insight into how this process works.
Basically, when Google sees that a business is being covered by authority sites, it starts to pay more attention.
As more people start visiting your site, they make more phone calls, send more enquiry emails, they start walking into physical locations more often, they leave more positive reviews, and they mention your brand more often.
Then, as more and more people start searching for your business online, Google sees this and rewards you with more authority and the cycle repeats.
It’s like word-of-mouth marketing… on steroids.
But the point is, we understand this cycle, and we understand the importance of feeding this cycle constantly.
You need to do the same.
So, what’s the effect of this celebrity-style brand visibility?
How does being more visible actually help to shift the needle in your business?... That's what we'll answer in the next lesson, with a case study.