Digital marketing has become increasingly popular these days. Unfortunately, with the abundance of information available today, Digital marketing beginners are left to sift through what is valuable and what could be a scam.
In this episode, Ken McCarthy shares some of his experiences as a pioneer in the Digital marketing industry. He also shares deep insights on how to navigate and be successful in the world of Digital marketing, providing many relatable examples taken from the world of the internet in this day and age. Join us and learn how to begin and navigate through the world of internet marketing.
Ken McCarthy is called the “Godfather of Digital Marketing.” In 1994, he put on the very first Digital marketing seminar with Marc Lowell Andreessen, the creator of Netscape. Since then, Ken has been a pioneer in the industry with his system seminars on direct response marketing and database marketing, among others. He has also been a significant influence on those in the IM space, with Rick Boyce giving Ken credit for introducing him to using the Internet as an advertising medium.
Challenges and Values for Success in Internet Marketing
- Ken’s first taste of marketing was on getting girls to come to their high school dances.
- He did some demographic studies without knowing what it was. He discovered there were a lot of all-girls Catholic high schools in New York City. Then, he put up posters in these schools and went from a girl to guy ratio of 1:2 to 3:1.
- In college, Ken promoted concerts and brought jazz musicians to his campus.
- He also did a lot of direct mail marketing, which was very costly but taught him to be very disciplined and focused.
Be Selective in Buying Information
- You cannot get all your marketing knowledge from whoever the current digital marketing guru is.
- Everything you need to be a good marketer is available at a pretty low cost, but you need to do the work.
- Some cost $20 but are worth $100,000; and some programs cost $25,000 but are worth $20.
- There are people teaching digital marketing who only care about selling you their costly packages.
- Real educators acknowledge other real educators; they’re not caught in a tight little circle.
Your Biggest Challenge is You
- You may encounter challenges, and conditions are rarely optimal, but you have to deal with them. They may not be your fault, but it’s your responsibility to get out of it.
- Everybody has problems, but successful people solve their problems.
The Importance of Reading and Networking
- Read widely. Once you have something to contribute, reach out to other marketers and build your network of marketers.
- If you’re the smartest person in the room, then you’re in the wrong room.
- Marketing has three legs: learning, networking, and doing.
The Biggest Hazard for Beginners
- Some get involved in idol worship and get linked into certain personalities.
- When you don’t know what path to take, your choice of who to follow will make a difference.
- Don’t be a passive audience member.
- People get caught on consuming but never produce anything with what they’ve learned.
Volunteering as a Beginner
- Don’t feel like you’re going to monetize 100% of your effort.
- Sometimes you give and get nothing, sometimes you get a minimal return. There are times you’ll get an equivalent return, or a huge, unimaginable return.
- You will never get anywhere if you only sit and wait for returns.
- People won’t know what you’re capable of if you don’t show them.
The Importance of Having a Quality Product
- Product quality is a marketing amplifier.
- Marketing is not about selling; it's about continuing after the first sale.
- Two sides of marketing:
- churn them and burn them (a bad perspective as you lose potential customers)
- marketing as a part of the business (and business is bringing value to people at a profit)
The Importance of Knowing your Market
- If you want a tall building (a lot of money), you need to dig a deep foundation.
- Pinterest’s team went to cafes to ask real people for their suggestions about its interface.
- It's all about knowing your market intimately. Do this by engaging with them, finding the gaps, and ultimately finding a solution to fill those gaps.
The Three Phases of Business
- First Phase: Wandering, lost, and aimless in the desert.
- Second Phase: Hair on fire, racing to get in critical mass as much as possible.
- Third Phase: Improving processes and systems to the extent that you can take yourself out of the business and employ others to operate.
Find your Niche
- Ask yourself, “What market do I feel personally interested in?”
- Success comes from longevity, so find a niche that you love and run it through a filter. Remember also to be practical.
- The market already exists; you don’t build the market.
The System Club
- Tech Talk: They go over and review all the best internet marketing tools.
- Second Saturday: They talk with existing businesses or new business ideas and go over it to try to make it better.
- Masterclass: They go out and find masterclass guests who are accomplished people in internet marketing or marketing in general.
Mindset and Hardwork
- You don’t need to be as smart as Mark Zuckerberg, but you need to be as tenacious as he is.
- Networking is not hard; you simply have to go out and start doing it.
- Adversity makes men; luxury makes monsters.
- You can’t rest on wherever you are sitting.
- Tested Advertising Methods, Fourth Edition by John Caples on Amazon
- Voice Dream App
- The Autobiography of Benjamin Franklin by Benjamin Franklin on Amazon
- Rick Bayless’ Works on Amazon
If you are interested in becoming a serious internet marketer, connect with Ken McCarthy at The System Club.
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