EP70: After the Click

<p>Here we are ready for another podcast.</p> <p>Let’s get to it.</p> <p>Online marketing has two different viewpoints.</p> <p>One viewpoint is from the customer, while the other is from the creator [the marketer].</p> <p>As a prospective customer, you have a unique viewpoint based on your perception of the marketers' product or service.</p> <p>In the case of Disney, there are probably not many people that do not know the brand.</p> <p>Disney has theme parks, movies, animation technology, and travel destinations which include hotels in many parts of the world.</p> <p>So any Disney advertising would have a good chance of attracting attention because Disney has built up a good reputation.</p> <p>But if a marketer is new to the world of marketing or introducing a new product, it becomes very important to establish a reputation and to create resonance with the prospective customer.</p> <p>Today's podcast is entitled “After the Click?!”.</p> <p>So naturally, you may be thinking about what happens after someone reads a marketing piece, and decides to click on the link.</p> <p>That was what I wanted you to think, but it is not what I want to talk about.</p> <p>Confused?</p> <p>Not for long.</p> <p>Remember, a while back we talked about planning out things (you know our goals) and working from the end backward.</p> <p>Our goals are what we want, but to achieve them, we must create a plan that ends with our goals in mind.</p> <p>Clicking on a link is the goal.</p> <p>Maybe though, what happens after the click is the true destination.</p> <p>So you have a goal…</p> <p>The prospective customer has just finished reading something captivating.</p> <p>Or…</p> <p>They watched an impressive video.</p> <p>And maybe…</p> <p>They were told an exhilarating story that took them down a path toward a fairy tale dream they may have had themselves.</p> <p>They were ALL motivated to click on a link BECAUSE it just made sense to do so.</p> <p>[Listen in for all the good stuff]</p> <p>========================</p> <p>If you think you know of