Russ Ruffino is a hot topic in the world of entrepreneurship, and for good reason. He went from a bartender that made $500 per week to a CEO of a massive company by thinking outside the box. Today, Ruffino and his team provide consulting and coaching services to teach other business owners and entrepreneurs how to take their marketing efforts to new heights.
Ruffino’s Approach Is A Bit Different From What We Learn Early On
Early in the course of starting a business, we learn that marketing is all about getting more eyeballs to see your ads. The idea is to send out as many ads as you can for as little money as possible, generating views for pennies. If you ask Russell Ruffino, a successful marketing approach works very differently.
If you follow Ruffino’s approach, covering a wide audience of people that aren’t necessarily interested in your products or services is a waste of time and money. Instead, he teaches the value of doing your research to get to know your audience and dialing down your marketing to ensure that the people that see your advertisement will have an interest in what you have to offer.
Once you know who your audience is, it’s time to use various tools that are available to get your ad in front of this audience. Russ often talks about the use of social media advertising, in particular, Facebook ads, to make this happen. After all, social media is used by the vast majority of populations in developed regions and the tools available to define an audience within a social network like Facebook are second to none.
Why This Approach To Marketing Works
At first glance, you may be thinking, “Why would I want to advertise to a smaller audience?” The truth of the matter is that the question is a very valid one. Nonetheless, there’s a good reason. Think about it this way:
Let’s say that you are a custom wedding dress designer and you go with the blanket ad approach. Later, you find that the vast majority of people that saw your advertisement were either already married, recently divorced, or not considering marriage. Only a small percentage of the eyes that your ad caught had any interest in what you were selling. Did it really make sense to advertise to such a broad audience or was the vast majority of the money spent on that campaign wasted advertising dollars?
Now, let’s say that instead of running a blanket ad, you define your audience. This time, you use Facebook and Twitter advertising tools to make sure that the people that see your ad are female social media users that have been in a relationship for 3 or more years, but are not married. This demographic of consumers would likely have a far higher interest in your custom wedding dress. You could even define the audience further to recently engaged individuals who would have an even larger interest. In this example, how many advertising dollars would be wasted in consumers that weren’t interested in wedding dresses? The answer… virtually zero!
The Key Takeaway
The key takeaway here is that Russell Ruffino is onto something. The reason his ad works is that he essentially went back to the old way of business that is more of a slogan today. The customer is always first. Often we think of this when the customer has a problem with our products or services. However, if you think outside the box and consider the customer as the first priority in phases as early as marketing, your business will likely thrive!