When you are doing a digital media campaign for a brand what do you need to do? you need to decide who to target. I would say the most important target factors to consider are geography & age. The rest is all just gravy, especially if you approach your marketing from a 0 sales perspective. Here is some advice for creating a target audience from the 0 sales perspective.
Shotgun your strategy – Fire everywhere because you do not know who your brand appeals hit the hardest. So just fire everywhere until you catch someone.
Prepare to learn – I thought my biggest appeal for my own business with my first customer was quick website setup. It actually was English speaking, website setup. It is always good to be prepared to change your thinking.
How do they talk to you about your brand? – You need to know what people already think and develop your message from there. Not some imaginary start point irrelevant to where you are. Despite what you might think about Marketing it is not magical brain washing. If you have not talked to any potential customers yet in person… What the hell are you doing? Get off your computer and do it!
Hit global targets online, local targets in person – This is what I hate about Facebook, I have never gotten a Boosted post to target an American or UK audience. I do not want to hit local targets online. Since I had a Nintendo Wii I wanted to use the web to connect with a global audience. When I first started my business I forgot that. Thanks to Fiverr I remembered. If you do not plan on personal sales at all. Your business will go under, that is a fact not a suggestion.
Learn how they use technology – For example everyone I know reads my website on their phone & link through Facebook. That is why I make my website mobile adaptive and keep my Facebook content active.
Contact: Ashtonderoy@gmail.com or sms 647-850-6802 in Toronto only
Hi I am Ashton Deroy, thank you for checking out my resources for small web-based business management. What is the purpose of this lesson? We want people to stop focusing on creating small business brands. Instead, do what I do and create personal selling brands. Why am I not charging for these lessons? That is because the small business owners I am doing this for cannot afford my services. This does not mean they can not have effective sales campaigns.
These resources are created with the value that you do not need $1,000 in capital to start an effective small business. They are created with the knowledge that branding does not make sales for a brand. That actually creating sales rapport, doing direct marketing campaigns and owning your consumer’s time is the best way to generate sales and long lasting customer relationships. If you have any questions about any of these resources please go to resources below the sections and I will guide you with personalized advice.
We also do not dismiss the power of web-based communications. Only acknowledge that content should be a tool for globally targeted communications, not locally targeted. On 4/21/2018 Ashton Deroy was interviewed by Blog Process in the United Kingdom. This is an example of Ashton Deroy changing his digital marketing approach to be more globally focused.
It would be a lot easier to get your business if I sat here and lied to you for 30 hyperlinks. If I said “Hiring me would make your business automatically make money and you’d never need to work a real job again.” It would also be entirely misleading, also if this were true I really should work on a commission selling your products. I am not going to do that because the truth of the matter is I am absorbing the risk for my business and I don’t want the risk for your own business. I also am partnered with a drop shipping business, called TeaWithTracy.
If you want easy sales training with cheap inspiration. Go listen to the ladies at Mary Kay & Avon lie their asses off to you. If you want the truth about the market, the decline of major social networks and falling consumer incomes. You are now in the right place. I don’t play Barbie’s dream shop, I have a real marketing shop online, I train real junior sales associates/graphic artists and a real writer.
Section 1: Launching your campaign, finding key networks & getting the work done.
Media planning – These are the key considerations in launching your digital marketing and sales campaign.
Tools you need to be on in 2018– From connecting with Graphics Designers to Cloud Storage and Promotional printing tools. These are your marketing must-have tools for running your online shop.
Tell your story – I have been accused of oversharing my personal story on the web. That is the best way to teach storytelling, however. I tell a no holds barred version of my story in that link.
Less is more – Less sales promotion, More conversations. In 2015 Ashton worked with a very intelligent woman named Dina in the Interactive Marketing Communications program at St. Lawrence College. It was there we developed the theory that brands on the web needed to focus more on customer engagement and less on constant focus on conversion and sales.
Shitty jobs – the Internet has never been just about selling stuff. It has been about entertaining the unconventional audience. In this Ashton Deroy plays a man who works as an outhouse cleaner. Alana Skye plays a crazy chick who is a PI or just a stalker… Who knows actually?
Dating Advice with Diana & Diana’s Sister – Make up a story, try to stick to it.When the story is fake, it becomes more difficult to stick to. Strive for authenticity. More importantly, have fun with it. The professional blog and website will likely keep your audience’s attention for under 5 minutes. If they have fun on your website, there is more potential for relationship building.
Section 7: The methods of Marketing, Integrating the campaign
For this section, I am going to link you to the Client Brief I submit as my Integrated Marketing Project in 2018 to my professor at Seneca College. The client I chose was TD Bank and I show how they tied their experiential marketing campaign with their YouTube video content that was also used as a television commercial.
You wrote the worst Marketing book I have ever had recommended to me by a Marketing professor I highly respect. Seth Godin’s All Marketers are Liars Storytellers is one of the worst books I have ever read. I thought if he can write this piece of crap and sell it a little under $20. I can create a resources index for free. I am thankful everyday I can save people the money for going out, buying that crappy book and being bored out of their skull. At least writing about digital Marketing I can write about a relevant topic and give real helpful advice and hyperlinks to important tools.
Thank you for being a jackass with an over-inflated ego
Oh I am sorry do you want more? To start most of these businesses are not needs based businesses. Meaning the behavior of your customers are too unpredictable to depend on. Secondly what if the platform changes? Or what if the digital method of converting customers change? The answer is no, it is not “you never know!” Dumbest platitude you hear about businesses that are not needs based operations. Just no do not loan finance your business.
Here is how a $1,000 loan looks in these common repayment time frames from a bank at an interest of 25% compounded monthly:
I = J/M .25/12 = 0.02083333333333333333333333333333
N= 12 per year. 12 * 1 , 12 * 2 , 12 * 3
PV * (I+1) ^ 12
PV * (I+1) ^ 24
PV * (I+1) ^ 36
1 year of the loan principal unpaid, $1,280.68
2 years of the loan principal unpaid, $1,640.14
3 years of the loan principal unpaid, $2,100.50 (Three years to double the principal amount) Is it clear this is a scam?
Do not start a recreational business on a small business loan, capital or anything else.Don’t even put it on a credit card. I am serious! Unless you want to lose your business, go bankrupt or any other wonderful thing. Do not do it!
I wish I could go to the lady who was starting my bank loan application in 2015 for a business I should not of wanted and yelled “NO!” in her face for even suggesting it. Web Marketing businesses are terrible to take a loan out on. I’ve met small business owners in Canada who think their Facebook page is their website. Plus people are kind of going the do it yourself direction. So I was aiming for an outdated profession.
Do not start with debt or capital. Start with a hobby and grow organically! Financing a creative, or hobby business is actually a lot like financing a bachelors in Art. Just do not do it! Waste of money & time.
How can I tell you guys that you need to create a story for your shop without telling my own story? That is my specialty I love stories!
What is Ashton Deroy’s story?
Born in 1993
Diagnosed with autism in approximately 2001.
In 2008 I decided I wanted a career in Business & websites. I was with my best friend Kella in a design tech program when I created my first web page. I was attending East Northumberland Secondary School.
In 2009 I got in to environmental activism
In 2012 I was accepted in to Loyalist College for Advertising and Business. My brother Kyle encouraged me to do Advertising and then do business.
In Advertising at Loyalist College I did my own personal study by operating my first blog and I took my first Adobe suite course.
In 2014 I graduated Advertising and went in to the Interactive Marketing Program in St. Lawrence College.
In 2015 I got my graduate certificate in Interactive Marketing. This included learning WordPress Software, eCommerce software, basic Customer Relationship Management software and Adobe Suite.
In 2016 I got accepted in to the Business & Marketing program
In 2016 I got my first web marketing Client.
In 2016 I got Diana to become a Partner of my web marketing business skeleton
In 2017 I set up my first custom email address.
In 2018 I wrote my resources index for Online Entrepreneurs.
In 2018 we began re positioning as a Consulting and Cloud services business.
A simple timeline can help people learn your story, display information and connect people on an emotional level. Until you connect emotionally with an audience, you will not sell to that audience! Once you have connected emotionally. There will be no stopping you whatsoever. Make sure to make a way of telling your own story, no holds barred.
I challenge you to do your own story if you are reading this!
Thank you for checking out my resource guide for selling products on Shopify. There is a lot of good reference tools in here for content creation, putting sales above marketing and focusing on story telling. This resource however is something you should think of as your map to needed software and networks. These are tools that help with the process of execution, network expansion and creating perceptual value.
Here are 5 tools you need to be on to sell products in 2018:
Google Drive – “Yahoo email is for porn… get a Google Drive.” If I ever pitch a software again where one of my team members gives me a Yahoo address for contact information. I will walk out because of the sheer stupidity of that person. Get on Gmail. Weather you are in sales, marketing or a creative job. Get on Google Drive. Using it it from 2012 to 2018 has meant reducing my number of emails, having a collaboration hub and centralizing communication.
WordPress.com for your store’s blog – “You don’t have a blog. How the hell are we supposed to hear about your product releases? You need a blog to share up to date information, to host links to your communications platforms and in my case to synchronize all of you social medias. What is Hootsuite? WordPress does that all for me.”
Fiverr – I have not had an abundance of perfect experiences on this platform. However It does link me to bloggers I can pay to connect with, if I need a quick design I will use Fiverr and users I’ve connected with taught me about tools such as MixCloud & SoundCloud. Besides that Fiverr connects you with designers, writers, Public Relations teams, Social media experts, Web designers, Sellers, Telemarketers, Logo creators, Brand Stylists. Whatever you need is on Fiverr.
Vista Print – It is time to put Print in your sales equation. You need people to register a visual representation that if they go to a certain website they can buy from you. Do not live & die by your providers Marketing tools. Make your own advertisements!
Udemy – Get some damn sales training while you are at it! Some of you opened Drop Shipping stores because you thought the process was going to be easy. Only to realize you were in way over your head. Get some Sales training for god sakes. Don’t even compute it as a business expense because it is a damn life skill! Get sales training.
Hey Shopify Users, Welcome to the summary of my Less is more presentation.
In 2015 Ashton Deroy and Dina did a Trendstalk presentation on doing less posts, less content shares and more conversations. The presentation focuses on avoided irrelevant posts, alienating your audiences and losing your conversion. This was the first time we swore off sales promotion content. We refer to WWE Shop’s 2014-2015 Facebook strategy as Buy, Buy, Buy.
Here are some key features of quality content posts on social media.
Human interest stories.
Creative video projects such as Coco-Cola’s Christmas advertising.
On Twitter the more you tweet the faster your tweet will die.
Re-tweets are currency in the relevancy index of Twitter to keep Tweets alive.
Re-tweets also create extra impressions for a message.
Why do Twitter tweets matter? Guys Twitter has been making a comeback. Jump on it. The media is edgy, uses sex appeal and targets the “In Crowd.” Get back on Twitter Shopify users.
“Pickiness is encouraged” Dina
It is not so much how much a brand posts. It is how much engagement it gets from the community. We use Oreo as an example for creative conversational generating content. We also use Oreo as an example for a product sponsorship campaign for the Transformers movie, relevant in 2015.
We also talk about how talking to customers on digital media can extract meaningful information for your brand. Your Facebook needs to be a hub for communication and not for content. You can see a theme here, we are encouraging customer service and personal selling. Not content marketing and boosted posts!
That is my video with Dina from St. Lawrence College in 2015. It had a professional production, a great subject matter expert and two brilliant minds.
The only negative thing I can actually say about this experience is that “I put on a few extra pounds in an overly comfortable monogamist relationship with my ex boyfriend Chris.” This is one of my lowest rated videos of all time.
Audiences do not want to watch two well put together individuals talk about software. They want personal stories, something to emotionally connect to and a conversation. Who was I talking to for this pitch? I would of been better talking about this a blog exclusively.
What is a story people can connect with?
Here is the story of Dina, I think she would of been a brilliant public personality if she wanted to be. I believe she chose a quieter and safer path. Her life has not always been easy. In 2015 there was a string of xenophobic hate crimes in Kingston Ontario that made Dina decide that on her social medias she would not present her face. She assumed because she practiced Muslim faith that some people would hate her and take violent action.
That is the example of a story with an obstacle, a protagonist and a character who seems relate-able. Especially to your introverts who are uncomfortable with public speaking.
Media planning is a nightmare on the internet. Not because there are too few options. Just because there are many options and the average small business owner uses three. here are the three people think they need:
Instagram + Facebook
Anybody setting up a small business thinks as long as they setup content on these platforms they are going to do just fine. Then they are surprised when their content does not convert sales, generate a buzz or any kind of interest what so ever.
Sponsor influence blogs – Find a blogger that matches your brand image and have them talk about your products. If this means sending them freebies or even paying them $15 it is worth it to get the exposure and brand personality.
Click advertising on interest websites – If you can find a website that targets your geoegraphy, with people who match your product. Then you can setup click advertising on their page. Make sure your hyperlink is present! Our business AshtonDeroy.ca Just ended a relationship with an on demand radio channel because they stop sending us click traffic.
Get interviewed & Published online – It amazes me how many people reject interviews about their business. Get interviewed and get published. If the interview is free. then it can bring you a lot of credibility and an audience. Do not get in trouble in your interview!
Create events – If you are an out of home Shopify seller you can do personal parties. An old trick from the sneaky people at Avon. It works to get sales! my aunt did it for her birthday party to sell Love Winx Products.
Send recommended products to friends in Direct IM – Never take direct sales out of the equation. It is one of the most valuable sales platforms. Wal-Mart Credit card uses direct sales via telemarketing and had a 46% sales conversion on 4/17/2018 out of a site in Trenton Ontario.
(Never ask small scale personal sellers & promoters to work on commission. You do not deserve to sell your product if you do that!)
Then Alana Skye discusses being Diana’s long lost sister & then we have a funny inaccurate conversation about Multi-level marketing. Click the Sound cloud track below, we remastered the tracks on Audacity.
Seneca’s Student Federation is not perfect. That goes without saying, they are sloppy, under involved and don’t factor in how to be a proper student federation at what should be a high quality college. Why am I so frustrated with the federation? Well below are my reasons of frustration with them.
They would not appear on the blog or podcast – There is no reason you can’t be interviewed on my show. Explain your position and connect with more Seneca College students then you would with your direct marketing campaigns.
They are ignorant to our issues – Students are legitimately confused and frustrated at Seneca. What groups can I fit in to? Where can I make similar minded friends? Are there events I would like? Seneca Student Federation does not clearly address any of these issues at this time.
They do not promote their events on high traffic webspace – I get more web traffic from Seneca College students then this stupid little group gets on their black board. Or their SSF website updated last month. Why is their website low traffic? The blog is rarely updated, they lack an integrated communications approach and there is no interactive space. This website is just boring. According to hubspot they are not using meta descriptions which also plays a part in them generating a low traffic information website. Meta tags and descriptions should help organically index a website in search engines.
The comedy event was homophobic – Don’t ignore this. You brought people in to the school that harassed Seneca Pride members. We do not feel welcome at your events. What is going to be done about this?
The website is not user friendly – You do not need an account to comment on my blog. You need an account to use anything on their blog. Who needs another Seneca College account?