Understanding Network Marketing Advertising: An Introduction

Understanding network marketing advertising is essential to grow your home-based business. Naturally, advertising your network marketing business will cost money at some stage – how else could you possibly effectively market your product without it?

Many network marketing consultants fail to even budget for advertising and consequently they miss out on the chance to earn money. Advertising really is an investment, but only if you advertise in the right places and these places should be selected sensibly and monitored continually to see if they work.

Ineffectual advertising can put you into bankruptcy!

Just like any business online and off, network marketing advertising is one of the keys to success. It can be confusing online particularly with the other millions of internet sites, blogs and advertisements all competing against you.

Set a Budget

Unless your product is completely new and unique, you’re going to have to learn where to place your advertising to get sales and recruit distributors.

If you have not already put aside a budget for advertising you should do so right away, and figure realistically how much you are able to afford on a once per month basis. Don’t go over that amount – if you notice that your advertising in a certain area is bringing results, you can always raise your budget later.

Most new network marketing specialists only have a little budget, but that should not be an issue. There are many effective places to run ads on the internet for free. You need to experiment with them, and after a set period of time, drop the ones that aren’t working for you.

Pay extra attention to where you are going to publicize your business, because advertising in the wrong place can damage your image, and accordingly lose you money.

The following are the results that you should attempt to get by looking at advertising your network marketing business:

1. It should be bringing you a flood of leads
2. It is going to be a medium for you to advertise your product or service
3. It will be a strategy for branding your company and growing brand visibility
4. It should be a route for you to effectively close sales.

Social Media

By a long way the best (and cheapest) sort of advertising is recommendation by friends. Online creating a buzz about your service or product can pay enormous dividends, but it will be up to you how you do this.

Social networking sites, particularly YouTube, are fantastic places for getting masses of eyes on your product. Although this method could be free, you should plan everything you do carefully or it can back-fire.

Twitter has certain rules. You cannot just jump on there and start screaming about your product. No one will take any notice of you.

Posting on Twitter every 5 minutes will also get you ignored and you will be branded as a nuisance. It’s better for you to build a following first.

In the real world you would not go to your best friend’s marriage and start shouting about your product in the reception. The idea is to build relationships in any social media situations.

In the beginning you may have to rely on others for referrals, which is also an extremely valuable method of getting leads both online and off-line. Make a point of forming a relationship with the individual who gives you these referrals. No one is going to hand you what’s basically a bowl of money, without getting something in exchange.

Direct Mail

Local bricks and mortar businesses often choose to send out direct mail. Though this seemed to die-out in the 21st century this can method can be effective in network marketing advertising.

What many enterprises don’t do is collect valuable info from these mail-outs and consequently they do not build a list of potential clients. The other downside using direct mail outs is they can be quite expensive.

An effective off-line strategy is to get folks to fill in a card, or leave an e-mail address when they come into your shop or business. Time should be taken to compile these e-mail addresses into a list for future marketing campaigns. The best way is to give something of value in return for their email address or other contact details, which could be a coupon or a free dessert whatever’s suitable.

It’s hard to run a useful network marketing advertising campaign if you really do not understand how it all works. There is a great quantity of psychology behind selling effectively and if you do not understand the principle of network marketing now is a good time to learn.

Discover Your Web Market From the Inside Out

For you to see web marketing in a different light I first need to introduce a new picture of the web, and then a different understanding of web marketing can emerge. Following that introduction this article can then talk about what is important about social media, along with beliefs and values, as they pertain to search engines and web marketing.

In the mid 90’s a lot of media pundits were trying to say what the Internet, and more specifically the web, was all about – but no one really knew. Some compared it to television and some compared it to newspapers and others said it was most like the telephone because it behaved like a one-to- one communication media.

It looked like television because of the screen similarity, and it looked like newspapers because of the text content, and it acted like a phone conversation in how it behaved as a one-to- one communication media.

All of these different metaphors missed the primary difference that the web brought into being and that was the search engine. Without a search engine the web would be as useless as a library without index cards. It would be a tangled mess of invisible and unsorted web sites, and the great pool of information would largely be invisible.

Search engines ground the web into a usable reality through the written word when a search is conducted, and then search engines became the eyes of web users for finding their way around in the depths and darkness of billions of web pages.

Search engines give us social media

In the same way that you and I search for information others search for other people and find their groups to belong to. Just as the search engines make finding specific information a reality they also make it possible for groups to form and for people to find the group they have affinity with.

How do people find their groups? How do they search? And why do we need to know how this works in order to develop a web marketing strategy?

Deep Pockets

If your business has deep pockets then you can use contemporary marketing research methods by conducting expensive testing with market research firms. But what if you don’t have deep pockets? And what if your market is anonymous like the web market is? What options do you have?

As you are probably aware, a web market does not provide you with demographic data to help you target a market. Until a visitor to your web site has decided to contact you they remain anonymous and you do not know a thing about them in terms of marketing information. How could you even conduct a proper test if you do not have any boundaries to work within?

Your web market is an intangible, yet very real market. Your web site is simply on a fishing expedition with your keyword signals that you are using for bait. What does your market feed on and what should your keywords be?

Who is your market and where are they?

Are you going to throw your line into the big pond with all your competition and fish with popular keywords for bait? You have to wonder if your market is really in the big pond, especially if you are looking for a niche market. How can you possibly find your market without very deep pockets? And what if you are fishing in the wrong pond with the wrong bait?

I suppose, with enough time and experience, you will find out which pond to fish in and what keywords your market feeds on, but this could take years of gathering information and hours of analysis. And even then you may still be guessing.

Turn the focus inward

So far I have asked external questions and the answers you would get back are not the answers you want to hear. What keywords to use? Where to find your market? Who are they and where are they? The answers are all the same… more testing and keyword research.

What if you turned the questions inward instead? What if you asked questions you already have the answers for? Suppose you asked yourself what you value the most about your business? What is your attitude toward your market? What gives you the greatest sense of reward in running your business?

Answer those questions and you’ve got the beginnings of a marketing strategy to send signals to your market – and let them find you.

On the web, this makes finding your market easier than by using demographics because the search engines do the work for you. For those that have difficulty leaving factual data behind they could use demographic keywords and try to signal income levels, for example, but your business values will cover more ground and work better.

Why do values work on the web?

On the web people find their groups. News Groups were one of the first social networks long before they were called social networks, and people found their groups by the values they shared. The same is true for Facebook, MySpace and YouTube. Add to this list other web connections like blogs and article sources and you see that the web is a unique media for sharing values.

If you prefer to market yourself in true fashion to who you are then you would need to look on the inside of who you are and the values you hold. This sounds easier than it is, and yet it is all about integrity in marketing. In either method you need to play with psychological values, or you need to hire a marketing shrink to sort it out for you.

You can see why most web marketers are sticking to the demographic style of marketing because it feels more tangible even though the web as a medium is anything but tangible.

We’ve discussed briefly why demographic marketing has difficulty dealing with anonymous web users, and why looking inward can provide a marketing strategy to target anonymous market segments.

Online Network Marketing Advertising Strategy

What I mean by advertising here is not just that: advertising. What I mean is more to “Think Marketing Communications” rather than simply “Think Advertising”.

Therefore, probably I should change the title of this article into: “Online Network Marketing Advertising & Marketing Communications Strategy”. Sounds better, right?

Ok, let’s move on.

It is to create a bond between YOU–not the program–and your downlines or your prospects. It is to build you as a Brand. As an Online Network Marketing Brand that gives meaningful values for your customers.

In this strategy, you have to cover the following points:

1) MARKETING OBJECTIVE – You need to set-up the amount of income you aim to get at the end of the year after you run your Advertising and Marketing Communications Campaign. For example, your Marketing Objective can be:

“Earn at least $10,000 monthly residual income or $120,000 annually”.

2) ADVERTISING AND COMMUNICATIONS OBJECTIVE – The difference between this and point number 1 is Marketing Objective is talking about numbers. About achievement money wise. Advertising and Marketing communications Objective is talking about what happens in your customers’ minds after being exposed to your campaign.

For example:

A) Build awareness of you as a successful Network Marketer in your customers’ minds. An expert whose advices should be followed to succeed.

B) Build your name as a trusted “BRAND NAME” in the Online Network Marketing industry.

C) Build positive rapport and make your prospects or downlines perceive you as their “profit source”.

D) Convince your prospects that to join and stay with the program you offer is a smart and profitable choice.

You see, the basic content in the point #2 of this strategy is first arising Awareness, second generating Interest, third provoking Desire, fourth motivating Action and the last building Loyalty. In short, it’s AIDAL. (A slight improvement of the old AIDA theory.)

3) TARGET AUDIENCE – Here you should clearly understand who you are talking to. It depends on the products and services offered by the program you join. If the program you join offers Autoresponder Accounts, Leads, and Web Design Templates, for example, then the Target Audience of your Advertising and Marketing Communications campaign are Internet Marketers, Network Marketers and people who want to profit from their Internet Marketing and Network Marketing activities. If your program offers Diet Pills, then your target audience are overweight people. But don’t stop there. Dig deeper. Dive into their minds and try to find out what their worries, needs or wants are. In short, try to know them just like you know yourself.

4) BENEFITS – Why should people join the programs? And why should they join under you? Based on your knowledge about your Target Audience, first, list down the benefits of the programs that will appeal most to them. Once you’ve done that, think that your competitors are not only people who promote other programs but also those who promote the same program you join. Therefore, you should provide added benefits for your prospects, so they’ll get more values to join a program under you than under anyone else.

For example:

“If you join under me, I’ll personally help you so you’ll get at least 3 Paid Downlines in 30 days.”

5) SUPPORTS – Convince your Target Audience that they will get the benefits as promised. State here your arguments that will back-up your claims at point number 4.

For example:

“In the past, I’ve personally helped hundreds of my downlines to earn between $750 and $11,000 monthly residual income. Click here to see their testimonials. They are real.”

6) POSITIONING – Here you are talking about how you want your Target Audience to perceive your program and, more important, YOU in their minds. If your program provides excellent products and services needed and wanted by millions of people world wide, you might position it as “a cash machine that lasts” and you can position yourself as “a certified technician that can teach people how to operate that machine the best way for the best results”.

7) TONE AND MANNER – This is about how you deliver your messages to your Target Audience in your campaign. It’s about the way you talk to them. You can be Authoritative, Factual and Full of Confidence, if you already succeed with your program and you want your Target Audience to follow your path to be as successful as you are. But you can also be Helpful, Friendly, and Resourceful, when you just start your campaign and haven’t had worth mentioning results yet.

8) CAMPAIGN ACTIVITIES – List down here the advertising and marketing communications activities you’d like to do to Build Your Name as a Trusted Brand Name in the Network Marketing industry and to promote your program to your target audience, for example:

– Writing articles and submit them to appropriate ezines and article directories.

– Google AdWords Campaign

– Solo Ads in appropriate ezines

– Forum posting

– You name it.

I always believe that “Once a great strategy is done, a great Advertising and Marketing Communications campaign is half done”. So, once you’ve done writing your own strategy, congratulations! You’ve reached half of your Network Marketing success. The other half is to implement this strategy to the fullest. And that’s the topic of the next article.

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