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When traffic is coming to your website or blog, nearly unfettered, it gives you the opportunity to test out a variety of marketing initiatives. However, without that traffic, you're forced to spend money on costly ads before really determining the effectiveness of your offers and uncovering your cost-per acquisition (CPA), two things which are at the core of scaling out any business online.
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So if you look at Old Spice, you know, they looked to people who buy deodorant, which is almost everybody, and then they looked to people who like really bizarre, crazy humor, and they came up with the Old Spice commercials, which are hilarious and everybody knows who the Old Spice guy is. Nobody knows his name, but they know who the Old Spice guy is. Your appeal to that weird audience can be over the top, but it can also be subtle. You don't have to make it something completely off the wall. For example, a company called momAgenda makes day planners for moms. And what they did is they found this overlap between moms and moms who want to be really organized and found this little group of people who spend a lot of time on the internet looking for tools and methods to help them organize and plan their families' day, week, month.
Wake Up Northwest Copyblogger has been delivering free online marketing advice since 2006, and we’ve found four themes that keep coming up.
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They don’t know your brand, so how can you expect them to give you information? You haven’t built the trust and credibility yet. The relationship isn’t there.
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