(upbeat music)
- Welcome to Episode Number 157,
Business Aviation Digital Marketing Strategies.
- Great.
- So I'm Paula Williams.
- I'm John Williams.
- And we are ABCI and ABCI's mission is
- To help all you ladies and gentlemen out there
sell more products and services in the aviation world.
- Absolutely.
So this episode is brought to you by
Our Digital Marketing Product and that's one
of our old service products where we do this for you
so if you go through this episode
and think, hmm, this is all very nice,
but it sounds like a heck of a lot of work, (John laughs)
this product is for you. - It is.
- [Paula] (laughs) Right.
There are some things that you can do
that will probably make some improvements
so this will be an episode that you're gonna enjoy,
even if you make a small improvement,
but if you wanna make a big improvement
or want us to do all the work for you,
- [John] We can do that.
- [Paula] We could do that, right?
So our digital marketing product,
we get into the weeds of all of this
and figure out what digital marketing tools
and strategies will work best
for your strategy goal and audience.
We also make sure that you're in control of it.
You're not gonna lose control of your brand
or anything else because - No.
- we have an approval management process
to make sure that you're in the driver's seat,
as much as you wanna be. - And you can do
anything you want with the stuff after we make it for you.
- Absolutely and it all becomes your intellectual property.
It's work for hire, right? - Of course.
- Okay and then we also do monthly reports
and have office hours where we go over it with you
and answer any questions you have
so you're not just throwing money over the wall
and hoping for the best, right?
- Yup. - Okay.
Okay, so we talked about this last week,
but in case this is your first episode with us, welcome,
but there are three really vital keys to a campaign.
A campaign can be thought of as a triangle
or a three legged stool.
The three elements are the list, the offer,
and the presentation.
So, most folks, I think, when they first start
getting into digital marketing,
they don't think in terms of campaigns.
They just start doing stuff. - Right.
- Right? (laughs)
So...
- And that's not not a good thing to do.
- It's what we call random acts of marketing, right.
- Once in a while, you might get lucky,
but it's not worth the cost to get lucky.
- Right, we want digital marketing
to be just as well thought out and deliberate
as any marketing effort. - Exactly.
- And any marketing effort that is worth its salt
is a campaign and any campaign that is worth its salt
has these three elements, right?
A list, an offer, and a presentation.
- Absolutely. - Okay.
So, if you have tried dabbling in (John laughs)
and a lot of us have. - Is that a technical term?
- Dabbling, yeah. (John laughs)
if you have dabbled in digital marketing
and not been satisfied with your results,
chances are... - One of these things
are missing. - one of these things
was missing or you didn't think
in terms of campaigns at all,
you were just, sort of, mucking around,
which is fine, I mean, there's nothing wrong with that,
as long as you're not using money you need
for food, clothing, shelter, running your business, right?
- Or eat our salaries. - Or paying your people.
Exactly.
Don't gamble with the payroll.
So, it's fine to experiment,
but if you are really doing marketing,
you really wanna make sure
that you're working in campaigns.
We also talked last week about strategies,
short term and long term strategies,
every healthy business has both.
Some short term strategies that are bringing money
in the door immediately and some long term streatgies
that are building future business
and in aviation, we have a long cycle,
which means things that we are doing today
will bring us money eight months from now
and we have to understand that's the nature of-
- Even after you've decided to buy an aircraft,
most of the time, you can't get it done
in less then six or eight weeks.
- Right, exactly. - It's just too much to do.
- And nobody makes decisions instantly
where aviation includes a lot
of business to business situations,
where there's a lot of people involved in the situation.
There's regulations, there's budgets,
there's approvals, there's all kinds of things
that we have to deal with that make things long term.
- Yup. - So, thing number one,
often we need to think more long term
and thing number two is we need
to have a good mix of short term and long term
so we're gonna talk about some short term
and long term digital strategies today.
- Okay. - Okay?
So first, short term digital strategies.
These are the things that work best
in the shortest amount of time
and this is often what people look to digital marketing for
because it's really good at it.
If you do it right, right?
So, Facebook targeting, social media ads.
We're gonna talk more about each of these as we go forward.
Twitter, Instagram, WhatsApp, Periscope,
god knows what all the latest thing is.
Right? (John laughs)
The latest thing the kids are using,
Pay Per Click or PPC or AdWords or whatever you call that.
- However you wanna talk about it.
- And retargeted ads so those are the things
that manage a short term return.
If you do them correctly, they're either
gonna have a pretty short term return.
They stop working the instant you stop doing them.
- [John] Or stop paying.
- Or stop paying, exactly,
but they do bring money in the door quickly
if you do them correctly. - Correct.
- Okay.
There are some long term strategies
involved with digital marketing
and these are ones that people tend
not to think of as much, - Mm-hmm.
- but they are just as powerful
or even more so. - Exactly.
- And you wanna have a good mix in your business
of short and long term strategies
so this is one of the things we talk about
when we first do a digital consultation with people
is let's make sure we've got some short term
and long term strategies in place for you.
- As much as we hate it (laughs)
Go ahead, hit the button. - Hit the button?
Okay. - As much as we hate it,
(Paula laughs) this works!
- It does.
Search engine optimization is our number one,
well search engine optimization
combined with the content that we optimized,
such as this podcast, for example,
and the way that you may have found this podcast
may have been searching for digital marketing strategies.
Right? - Yeah, I mean
this search engine optimization is painful,
tedious, pick an adjective you like.
- Why don't you tell us how you really feel?
(John laughs)
This is not your favorite thing, right?
- No!
but it's necessary . - And it does work.
- And it works. - Exactly.
Search engine optimization,
actually just talked with a very nice young lady
who is doing this for a company right now
and is so frustrated because she's working her tail off
doing things that worked six months ago
and they don't work anymore.
- Well, Google changes the way they do things.
- Exactly. - And to do
search engine optimization correctly,
you gotta be on top of those changes.
- Right and if...
Search engine optimization or if marketing
and digital marketing isn't the only hat you wear,
often you'll lose track of an update
that Google makes. (John groans)
if you don't keep going to those seminars
and keep going to those webinars
and keep reading those Google blogs,
you're gonna miss something and-
- And we missed something once and we haven't since
because we make it our business not to now.
- Right.
We do miss things occasionally,
but not for long and not- - Not for long.
- Right. - 'cause we keep reviewing.
- Exactly.
We spend probably more time and money
educating ourselves on search engine optimization
than any other topic. - Yeah, it's disgusting.
- Right. - But necessary.
- Exactly.
Another long term strategy
is building your LinkedIn audience.
Another long term strategy, Facebook Company Page audience,
which is a little bit different
than your LinkedIn Company Page
or your LinkedIn Personal Page audience,
we'll talk about some of those differences
and how not to get those confused like I just did.`
(John laughs) Right?
And founding and fostering groups.
- Hopefully you're not foundering.
- Foundering, right. (both laugh)
Founding and fostering groups on any social media,
the most common being LinkedIn and Facebook.
Right? - Yup.
- Okay, so let's go back to our short term strategies.
Right? - Yeah.
- And we're gonna talk about Facebook Targeting.
This is the Facebook Ads Manager,
which is like the coolest thing.
If we had had this... (John laughs)
ten years ago, when I was working for Well's Fargo
or Pearson or any of the other large companies
that we were working for,
we would not have been spending
tens of thousands of dollars on Gartner Data
and Nielsen Data and other kinds of things
because this puts in your hands
the kind of power that only
very large companies used to have.
- [John] This is your entrance and access to big data.
- [Paula] Exactly, so the cool thing
about this is you can choose,
you can build custom audiences,
you can choose the location they're in
down to the zip code, (John laughs)
sub zip codes even.
Or a one mile radius around your organization.
You can actually choose people in a building
so if you're at NBAA and you wanna choose people,
last year it was in the Orange County
Convention Center in Orlando.
If you only want people in that building, you can do that.
- Seriously? - I'm serious.
It's actually cool. - Yeah, it's kinda scary too.
- Very scary. - From a personal perspective.
- They may get people in the parking lot, actually.
(both laugh)
I'm mot sure how they do that
or what the mechanism is by which they do that.
- But they do it. - Exactly
and then you can choose everyone in this location
or you can choose to narrow it down further
so you may want people within a certain age rage.
Our ideal customer is 35 plus
and usually male, usually college educated.
All of those things are things that we can put in here.
We can say whether they have a military background.
We can say what languages they speak, if any,
other than English, it kinda defaults to English, of course.
- [John] Potential reach 186 million?
- [Paula] Yeah.
As I change these factors here,
that audience details is gonna change
so that 186 million, if I say women,
that will be divided in half.
- Okay, so... - Right?
- So okay, if we were live, which we're not.
This is just a slide you made.
Okay. - Exactly.
So if we were live...
There's 186 million people in the United States.
So this is choosing everybody within the United States.
Every selection I make on the left side of the screen
is gonna reduce that number.
- [John] 186 million U.S. on Facebook.
- On Facebook, right. - Okay, got it.
- Okay, I think they're all on Facebook.
- Ugh, no. - (laughs) Not you.
- Nope. - They are all, but you
on Facebook. - That's fine.
- Okay. - I'm okay with that.
- Exactly, so every choice that we make
is gonna narrow down that audience
and then, as I make these selections,
I can see whether this is a spin
that's gonna move that needle
from specific to broad and back again.
- Interesting. - Yeah, it's really cool.
Like I said, we would have paid
a ton of money for this kinda data.
- [John] Yeah.
- Okay. - And some people still do
'cause they don't understand. - Exactly.
So I can bring this audience down
to a thousand, if I wanted to,
just by making these kinds of selections,
or I can upload an audience of a hundred,
my own audience of a hundred different email addresses
and say I only wanna target this hundred people.
- See, she knows everything. - Oh man.
This is scary, right?
I can also choose other demographic information
like former military.
I can choose any number of different things.
I can choose interests so maybe they like the NBAA page.
I only want people who are on Facebook
and that have liked the NBAA Facebook page.
Most of those interests are tied
to their behavior on Facebook.
Other behaviors like how much time they spend online,
how much money they spend, how much money they spent
on their house, what kind of car they drive,
any number of things here.
- [John] Does it know what color the car is?
- [Paula] I haven't looked for that.
- [John] (laughs) I was kidding.
- [Paula] Okay.
I don't know, but it is really frightening
and it's really amazing the way that this can be used.
This is like day trading, right?
It's really easy to spend a lot of money
on Facebook Ads because you feel
like you have so much control,
but if you are not in the business
and if you're not on top of it all the time,
you could be spending a lot of money without realizing it,
on an audience that is not likely to-
- [John] Yeah, I've seen some of our Facebook bills.
(John laughs)
- [Paula] Oh yeah, we spend a ton of money on Facebook,
but it is all worth it because we have a list,
an offer, and a presentation, right?
- Precisely. - We've thought it through.
Okay, so let's talk about the other toys
that people use in the short term
and I call them toys. (John chuckles)
They're really not.
They are actually just like any other tool.
It's like using a screwdriver versus a socket wrench,
it really depends on the task that you want to accomplish.
So, the really important thing with this
is to know your audience.
So, for some of these lesser known media
like Instagram, Pinterest, Twitter, Periscope, WhatsApp,
and so on, there are small groups
of very devoted aviation aficionados
of different types on these groups.
So, if you were to look up, avgeek, which is a hashtag.
A hashtag being just the pound sign
that you use in front of a word,
making it a more searchable item
in some of the social media.
If you were to look for avgeek,
which is a phrase that means basically
somebody that gets all geeked out about aviation.
(John laughs)
Aviation aficionado, in other words.
You will find five million posts right now, 5,800,000,
and this is November of 2018 so,
if you are looking for something
that has a lot of interest, there's one.
Sometimes if you're looking for 1000 or less
people who are interested in a particular topic,
you can find that too.
So if we were to put in Mooney
or if we were to put in any particular aircraft type
or any particular airport or any number of things,
we're gonna find an audience,
we're likely to find an audience on Instagram.
- Wow. - Yeah.
And they are very visually based.
So if your product is about interiors
or catering or you have an FBO
or something else that's very visual
and very well visually displayed,
you're gonna wanna be on Instagram.
Here's something that you can do with Twitter
that is really cool and that is using hashtags for events.
A lot of people will do this so that they will find
other people that are at a particular event,
and if you're looking to grow your audience
or grow the number of people, grow your network
of people at a particular event,
you can do this a few weeks ahead of the event
and see who all's going to NBAA,
just look up that hashtag NBAA 2019 for next year
or HAI 2019 for next year and start connecting with people
and saying we're gonna be there too,
we have an interest in your company because of this.
You can send them a direct message via Twitter
and set up those appointments ahead of time
and it's a really great way to make those shows
a lot better use of your budget, right?
- Yup, absolutely. - Okay, so,
all of those tools have different tricks
that you can do with them
and depending on what your strategy is,
there's a lot of short term strategies
that you can use with them.
So, Pay Per Click,
this is another thing that's like Day Trading,
it's an addiction that we are struggling with
with some of our clients
We're helping them transfer some of the money
that they're spending on Pay Per Click
into a more long term strategy
because they're spending too much
on a short term strategy that may or may not
be appropriate depending on the season,
depending on other things. - Yeah.
Whatever you're gonna do,
if you're using Google AdWords,
you need to do significant research
on relevancy, cost, and so on,
because in some of our research,
we've seen keywords that go for $2700 per click.
- Right. - That's $2700 per click.
My god. (Paula laughs)
I can't even...
Who would do that? - Right.
You better know your numbers,
if you're spending that much. - Yeah,
you better know your numbers. - You better know
your turn rate on each of those clicks
and you'd better be making a ton of money
on every sale. - And you've gotta
have a high end product.
- Right.
And if that's all the case and you know what you're doing
then more power to you. - Right, absolutely.
- But a lot of people end up losing a lot of money
really quickly on Google AdWords because it seems so easy
and it's only five dollars a click or...
And that's a more common thing
in the aviation niches it's usually
three, four, five dollars a click
for some of these keywords, but it adds up really quickly
and you can run out your budget pretty fast
and often, there are more efficient ways to use that,
- Oh yeah. - That amount of money.
What it is good for and what we highly recommend AdWords
and Facebook targeted ads for is
things that are perishable, right.
So events, you have to get butts in seats
or your return on investment for that event goes down.
So in that case, it's worth the money
to do the advertising this way.
Empty legs, you know, you gotta sell it by a certain date
or you don't make any money on it.
- Right. - Those are
really good reasons to use Google AdWords
or Facebook targeted ads and things like that
that are the short term strategies.
So it is a very powerful tool.
It is also a very addictive tool
and it is a lot more complex than it used to be
so some folks that, I would say five years ago,
if you didn't know what you were doing,
you could spend an afternoon puttering around
in Google AdWords and probably do a pretty good job.
Nowadays, that's not necessarily the case
because it's gotten a lot more competitive
and a lot more complex. - Shoot.
you're on a $1500 monthly budget on this
and at three dollars a click,
you run through that in the first three days in the month
if you got anybody looking. - Right, exactly,
and in some cases, we've found that people
have this set wrong and they have people
going to to their home page instead of going
to a landing page or something
where they can actually buy something.
So, they're losing a lot of money
because of a wrong setting or something
that's not set up correctly. - Exactly.
- Okay, cool.
Retargeted ads, this is also a short term strategy
and this is great for recapturing interest.
We've all walked away from our computer
at one time or another and said, what was I doing?
(laughs) because we get distracted by a phone call
or the FAA walking in, and any number of things
that we need to take care of.
What retargeted ads do is they take those distracted people
and represent what they were looking at before
so these are people that have been to your website
and then they wander away for whatever reason.
- And then they see the ad show up that's on your website.
- Yeah, and then they see the ad later
when they are on The Wall Street Journal
or some other website.
This has the best ROI of any of the short term strategies,
because they are people that are already targeted,
they've already been to your website.
They are most likely to want to
do business with you to begin with, right.
So this is the way it works.
Basically, they come to your site
and they leave without buying.
And then they go off to another website of some sort
and they're gonna see a little ad
for your website off in the corner
and go, wow, that was exactly what I was looking at,
that same component
or those same issues - How did they know?
- How did they know I was looking at that?
Right, and then you click on that
and it takes them back to your website
in a very convenient way.
Right? - Yup.
- Okay, so re-targeted ads, very cool technology,
kinda creepy, but from this side
of the desk, it looks pretty cool.
- That's right and it works. - Okay.
Alright, so those are the short term strategies.
Let's talk about the long term strategies .
So, SEO, the downside of SEO is that anything you do
for search engine optimization
is going to take 90 plus days for full effect.
- Yep. - Okay.
- Which makes it even more disgusting.
- Right, but it is the longest lasting
forum of digital marketing. - Yes, it is,
and we prove that everyday. - Right.
Some of the content that we wrote in 2010
or even before that, I think 2009.
We have articles out there that are still getting hits.
- Lots of them. - Right.
So it is now 2018, so almost 10 years later
and we're still realizing benefits
from work that we did 10 years ago.
There's no other digital media
that does that for you. - No.
- Okay, this is also our number one strategy,
SEO plus Content.
So you build great content and you help people find it.
That's really all that means.
And the way that you do that is
by optimizing pages with that content on them
so that people will find them when they search Google
or some other method. - And you have to
really be careful to follow the rules to make it work.
- Exactly, right, so okay
LinkedIn network, this is a great thing
that you can do yourself.
SEO, usually you need to seek professional help.
(both laugh)
it's getting a little bit hard for individual people,
especially if that's not the only hat that they wear.
LinkedIn is something that anyone can do,
even if you only have an hour once a week
to build your LinkedIn network,
this is great for brokers, consultants,
and other people who are selling
their own personal services that are connected
with their own name and their face, right?
Real estate folks, doctors, lawyers, candlestick makers,
anyone in the aviation industry,
who is in a trust-based situation,
where they are the sales person
or they're selling services that they
themselves provide, right?
- Mm-hmm. - Okay, so what you wanna do
is you wanna optimize your profile with your keywords.
So if I look for aircraft broker in St. Louis,
guess who I find. (John laughs)
Jeremy Cox, Jetbroker Jeremy,
and he's optimized his profile
and done a really great job of showing
what he does and making sure that he gets found
by the people who are looking for what he does, right.
- [John] And if you were a member of our marketing lab,
you could talk to him and- - Mm-hmm, yeah,
he'd tell you how to do it. - And he'd tell you
how to do it. - Exactly and...
So building your network is really worth the effort
of finding people at your top 10
most wanted customer companies,
finding out who you're connected to
or who could introduce you to someone at that company.
You can do research on those companies
and find out who's in what position
or what they're hiring for.
That might give you some clues as to
what kind of software or hardware they need
or maybe what kind of airplanes
they might be looking for, you know?
- Mm-hmm - So that's...
There's a lot of information you can get on LinkedIn
and this is something that you can do
without any programming skill or without any
- Right. - technical ability, really.
LinkedIn is something you can get really good at.
Most of LinkedIn is done with your personal profile.
A lot of people also set up company pages
and we do advise that you do that,
but a lot of people will spend most of their time
on those personal pages because
that's really the way that - and LinkedIn.
- LinkedIn was built, exactly.
Facebook is a little bit different.
People on Facebook usually use their personal profiles
for pictures of their food and pictures of their grandkids
and pictures of their dogs and pictures of their babies,
which is wonderful. - And their cats.
- [Paula] (laughs) And their cats, right
which is great.
Most people don't do a whole lot of business
via a personal profile on Facebook.
That's just kind of the culture that's evolved there.
There is some crossover.
A lot of our clients are also friends
and I'm connected to their personal profiles on Facebook
and I will like their dogs, when I see them,
and I will like their babies
and their grandchildren and other things,
so there is a lot of crossover there, but,
and sometimes I will put a, you know,
like our road trip that we took
through the South on our way to NBAA last year,
I put them on, I shared that on my personal profile
because my mom wants to know where we've been
and what we've been doing. (John laughs)
So that is kind of personal
and there is some crossover there,
but company pages are really
where people expect to see marketing
and they have a much higher tolerance
for ads and other things.
One thing we really like to do
with those ads on Facebook is to make them funny
or to make them interesting or to make them short.
So any of those things that you can do
will increase the number of people
that click on those ads and things like that.
So Facebook Company Page, you can advertise
the heck out of your company on a Facebook Company Page.
Probably don't wanna do that on your personal profile
(John laughs) if you wanna have any friends
by the end of the year, right?
Okay, groups.
There are lots of groups on social media,
which I think are wonderful.
We've met people that we never would've run across
because they are interested in a particular thing
that we happen to be interested in
and sometimes that's SEO nerdy, crazy stuff.
Sometimes that's other hobbies that we're involved in.
Sometimes those are professional.
These are best for customer retention.
So there are Harley Owners groups,
there are Mooney groups, there are flight attendant groups,
there are pilot, 8320 pilot groups,
pilots in Europe, pilots in the U.S., pilots everywhere,
female pilots, there's a lot of groups
for female pilots where they talk
about hotels you shouldn't stay at and sunscreen
that you shouldn't wear. - Never wear.
- [Paula] (laughs) Exactly,
as a female pilot, things like that.
So what these groups are for really
is for customer retention, finding prospects,
and other things like that.
So this is a group that we host,
Aviation Sales and Marketing Leaders
and this is a really fun little group.
I have not been as involved with this lately
as I should have been because we've been really busy.
There's 619 members in this group,
we started it a couple of years ago,
and you can see that people will share things
like tools to monitor ORM, things like that
that are of interest to sales and marketing people
and people do comment and it's a great way to,
if you are the owner of a group,
you can also send announcements,
which actually sends an email
to all the members of the group.
Don't abuse the privilege, bu...
We try to keep things on this group fairly agnostic
so we may share our podcasts on it,
but we don't usually do direct product pitches,
but there are product pitches in our podcast.
- Exactly. - So,
one step removed from a direct pitch
is kinda the way we go with that.
So, those are some concepts and some strategies
that you need to consider if you're
looking into digital marketing.
The main thing is you wanna make sure
that there is a strategy
and that you are thinking in terms of campaigns
and not just doing random acts of marketing, right?
- Exactly. - Okay.
For more information, there is a
Digital Marketing Glossary on our website
and if you look up Digital Marketing Glossary
for Aviation on Google, you will find it.
It's probably the only one there is
for Digital Aviation Marketing Glossary,
those four words in pretty much any order.
(John laughs)
But that's the thing that you can download
and look at some of those terms,
whether you're working with us
or if you're trying some things on your own
or whatever you're doing, it really helps
to have some of those terms defined
in a non... - Threatening manner.
- Yeah. (both laugh)
Or at least non-partisan manner
because there are companies that
will push one strategy over another.
We're pretty agnostic about
any particular digital marketing tool.
We just wanna get the right tool for the job.
- Exactly, we test everything we can
before we recommend it. - Yeah,
and we wanna make sure you got a really good balance
of short term and long term strategies, as we go forward.
So, once again, this episode is brought to you
by Our Digital Marketing Product
so if you would like some help (laughs)
you may wanna do that with us for,
we have a minimum six month commmitment with that,
but you know, six months with us,
you may decide that you find out a lot of things
that you didn't know and,
or make that a whole lot more effective
than it used to be.
So, that also comes with our Marketing Lab.
Everybody who's involved with our
digital marketing service also gets
our Marketing Lab free, right?
- Yeah. - Okay.
If you'd like to talk with us
about any particular digital marketing situation,
strategy, frustration, tangled mess (laughs)
of AdWords, whatever you wanna talk about,
we do 30 minute free consultations
so just click that button on our website
and we would be happy to help untangle
the nightmare for you. - Exactly.
- Right or hopefully, talk about it
before it becomes a nightmare.
That would be better. - That would be much better.
- Right.
Have a great week.
See you next time. - See you next time.
(upbeat music)
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