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The three main types of marketing and why you need to know them

Welcome back to the Alex Makes VR podcast! In today's episode, we are at number 2 of my 10 day festive fire challenge, where every single day I'm going to be releasing a podcast to help you get through the last month of this year.

I also want to take this time to encourage you to take the next well, nine days now, to take a step towards being the kind of person that you want to be. Spend five minutes for the next nine days, doing something that will make you proud. We don't have to wait till January 1, there is never a good time to start. Today is the day my friend, what are you going to do? Let me know on social media, it’s @alexmakesvr on Instagram, and Twitter.

This is a full transcription of the episode. Alternatively, you can listen to the podcast episode here:

So today's episode, I want to talk about the difference between the different kinds of marketing and for those of you who are like - oh, I don't really want it, I’m I came here for the creation talk Alex, I came here for the business talk. Do I really need to learn marketing? Yes, yes, you do my friend because everything is marketing. Every experience that you have when you are buying a product, or you are watching a new TV show, or just everything in life is marketing. The sooner that you can understand the fundamentals and the basic principles of marketing, which are fairly simple, once you get your head around them, the quicker it is, you will start to see them wherever you go. It will help you I promise you, it will help you in your career because whether you are a freelance creative that is trying to get new clients, whether you're a small business that is looking to get your product to more customers, whether you are a startup looking to like build the next you know big VR company in Silicon Valley and you want funding whatever it is, you will need to market yourself that is just the fundamental truths of living in a capitalist society. So let me talk about the different kinds of marketing.

There are three major areas of marketing: interruption, search, or referral. These are the three ways in which you could become aware of a product, a service, a person, a theory, whatever it is. A YouTube channel, a Twitter account, a Shopify store, whatever it is, there are only three ways that you are going to find out about that new thing.

So there's something out there that you don't you don't know about yet, and there's only three ways that you will become aware of that thing. Firstly, interruption. That is, for example, a TV advert or an Instagram story ad or, you know, a promoted tweet or a promoted message on LinkedIn. Something that interrupts your flow because they have paid to be there. Interruption marketing because it is what it is says on the tin, right? I mean, I'm going about my day, and I'm interrupted by the marketing. This could also be for example, like a billboard, that’s interruption marketing. I wasn't looking for it. It was just there. When you're driving along and you see an advert on the side of a bus that's interruption marketing. I wasn't looking for the advert. I don't care about the new Christian Bale movie, but boom, there it is. Okay, interruption is the first one, it's the most prolific, is the one that most people spend a lot of their time on. It's probably the one that costs the most money because usually you're having to pay to get in front of audiences. This could also be your favourite influencer, for example, although I guess this kind of also crosses over into referral, but your favourite influencer promotes a product - that could theoretically be both referral because it's coming from someone that you trust and interruption because again, you aren't asking to be promoted, detox tea or whatever. Okay, so interruption. Number one.

Number two is search. So this is where you know that you want something, you know you want to find out about the latest 360 camera that you want to buy, or the latest VR headset that's come out and you want to know what's the best. You are looking for that product or service. So you type it into Google or you type it into YouTube, or you know you're going looking for it, however you search for things. You're looking for a new song to listen to you or you're looking for new movie to watch. This is a search based adventure or search based marketing. So with that kind of thing, this is where your SEO strategy comes into play. This is where, being recognised for a particular specialism can be really handy, so that when someone looks for virtual tours in…Colorado, you are the first person to pop up. You know, someone looks for 360 video training in Portland, Oregon, you are the first person that pops up, or someone searched “Is 360 video worth the money?” and you've written a blog article, or you wrote a LinkedIn post, or you've written a tweet that is indexed on Google, about the benefits of 360 video, and why it's worth the money. Then, they've searched for that, and they've become aware of you. So that's another way of marketing. That's the more long term approach. It's more brand building approach and it’s about getting indexed by Google, but having enough of a base of content out there that if someone came searching for a specific thing, they would find you. So you've got interruption based, you've got search base.

The last one is referral base, which is the strongest out of all of them. We've all probably heard that in our careers, that word of mouth marketing is by far, the best. I think all of the clients that I have now were in fact referrals, people referred me as their VR supplier. That's how I got all three of these big clients that I work with nowadays, and so referral based is obviously, that is all about making sure that you are in the right networks, making sure that you do good work so that your current clients can refer you, making sure that you're just a nice person to be around. If you're a nice person and you deliver good work, then you will get referred and then like I say, this also could tie into Instagram. Not just Instagram, but influencers as well, because technically, I guess you could say that, if your favourite influencer recommended a product, that is referral marketing, because you would trust them and it's being referred from that source.

So I'm going to keep this quite short and sweet, because I could literally talk about the subject forever, as you all know but those are the three big marketing strategies really. The reason why I would say pay attention to them and start to notice them, you know, say for example, you're looking for a mince pie recipe and you Google mince pie recipe, and the first one that comes up is BBC Good Food. That's marketing, right? And then if you go on that website, and then they promote to you - oh, you could buy these ingredients from Tesco, that's referral and search based. Well, technically, I guess it's technically interruption or referral base but you originally got the marketing to go to that website through search base. Do you see what I mean? You start to notice it wherever you go.

Start when you want to find something, notice the ways that you go about searching for them, when you are interrupted by them, or referred something, notice that because where this plays out is, then if you start applying this to your own business or career, everything from getting a promotion to getting a new client, to helping a customer implement the creative project that you've made for them, all of this is, it will become invaluable to you. If you can understand these marketing principle, all of a sudden, you're not just delivering a 360 video training package, you’re understanding how that 360 video training package fits into a larger plan which could help that company market their services, or could help them get some search based traffic or could help them generate more customers or that kind of stuff. Do you see what I mean? It kind of plays out in a much bigger context. If you can understand these marketing principles, when you start working with customers and clients, they're going to be so impressed that you've got this understanding of the biggest strategy that they have in play. I mean training, it’s a different example because usually people are spending money on training to save time and money internally but with all the other kinds of reasons why someone would buy your services, it's usually because they want to make more money. Whether it's to market themselves, increase the amount of people that become aware of their product or service, or converting more sales, getting more customers, getting more sales. Either way, it's part of a bigger marketing pie and so if you can understand interruption, search and referral based marketing, the fact that those three exist, and how they exist and where they show up, then you can start to have conversations with marketing managers, heads of marketing, managing directors of companies and say, yeah - a virtual tour is really worth your money because you could implement that into your search base marketing, because if someone searches local deli and your business is the first that comes up, and they've got a really, nice virtual tour there, that’s really great. So not only have you ranked higher in Google because of the virtual tour, but now the customer can go in there, they can see the premises, you're more likely to convert. That's more customers. You know what I mean?

You can start to have these bigger high level conversations, and you're more likely to convert if you can have those kind of conversations.

Okay, stopping now because this is over 10 minutes. This is basically a normal podcast episode. I hope you enjoyed this and again, let me know what you're doing for the next nine days. I guess now because we're on day number two of this 10 Day Challenge. I would love to hear from you. And I will see you tomorrow, my friend.

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