Podcast Summary: Building Trust and Recognition: Advanced Multi-Channel Marketing Techniques with RJ Schultz

Podcast Information:

• Title: SEO Podcast The Unknown Secrets of Internet Marketing
• Host: Bestseopodcast.com (Matt Bertram)
• Guest: RJ Schultz, Founder of Blip Billboards
• Episode Title: Building Trust and Recognition: Advanced Multi-Channel Marketing Techniques with RJ Schultz
• Release Date: December 22, 2024

Introduction

In this episode of the SEO Podcast: The Unknown Secrets of Internet Marketing, host Matt Bertram engages in an insightful conversation with RJ Schultz, the innovative mind behind Blip Billboards. The discussion delves deep into the evolving landscape of digital marketing, emphasizing the importance of multi-channel strategies to build brand trust and recognition. The episode is packed with actionable insights, data-driven strategies, and psychological underpinnings that marketers can leverage to enhance their campaigns.

Guest Background

RJ Schultz brings a unique perspective to the table, transitioning from a career in government and intelligence to founding Blip Billboards. His journey underscores the importance of adaptability and innovation in the rapidly changing field of marketing. RJ's experience in emerging markets and his entrepreneurial spirit have positioned him as a thought leader in multi-channel advertising.

[08:05] RJ Schultz: "I never thought that I'd be starting companies or running companies or working in companies at all. But starting Blip Billboards has been a fun ride."

Key Topics Discussed

1. The 7-11-4 Rule

A central theme of the conversation revolves around Google's 7-11-4 rule, which suggests that consumers need to encounter a brand multiple times across various platforms before making a purchasing decision. Matt corrects the original notion, highlighting that the actual number has increased due to the saturation of ads:

[01:27] Matt Bertram: "I think with the proliferation of ads everywhere, that number's probably gone up quite a bit actually."

[02:26] RJ Schultz: "Google's research introduced the 7-11-4 rule, indicating 11 interactions across seven hours on four different platforms are most effective."

2. Blip Billboards: Revolutionizing Out-of-Home Advertising

RJ introduces Blip Billboards as an "Uber-style marketplace" for digital billboards, allowing businesses to purchase billboard space fractionally. This democratizes access to high-visibility advertising, enabling small and medium-sized businesses (SMBs) to compete with larger enterprises without the need for hefty budgets or long-term commitments.

[08:23] RJ Schultz: "We're a scheduling algorithm that sits between billboard owners and advertisers, providing flexibility and control over advertising spend."

3. Smart Marketing and Qualified Impressions

The concept of Qualified Impressions (QI) is pivotal in RJ's strategy. QI emphasizes delivering advertising messages to consumers who have been exposed to a brand multiple times, thereby increasing the likelihood of conversion. This approach contrasts with traditional attribution models that often fail to account for multi-channel touchpoints.

[13:57] RJ Schultz: "Qualified impressions are impressions delivered to someone who has seen you at least six times, ensuring a higher level of trust and recognition."

4. Multi-Channel Marketing Strategies

Both Matt and RJ advocate for a holistic marketing approach that integrates various channels to reinforce brand messaging. RJ emphasizes the synergy between traditional out-of-home advertising and digital platforms to create a seamless consumer experience.

[18:56] Matt Bertram: "You have to hit them at different verticals and angles with different messages to engage their subconscious."

5. Psychological Aspects of Advertising

A significant portion of the discussion delves into the psychology behind effective advertising. RJ explains how different mediums impact consumer behavior, highlighting that physical billboards can leave a lasting imprint on the subconscious, making them a powerful tool for brand recall.

[21:03] Matt Bertram: "There's a trust factor associated with billboards; they're seen as legitimate and authoritative, unlike transient digital ads."

[27:32] RJ Schultz: "People need to know something and feel something about you before they're ready to choose you. It's about conditioning your audience along their journey to trust."

Notable Quotes with Timestamps

• Matt Bertram on Brand Touchpoints:

  [01:50] Matt Bertram: "I've talked about that a lot on this podcast and that's why I really believe in long form content... one has to consume 11 hours of your content to actually know, like, and trust you."

• RJ Schultz on Smart Marketing:

  [13:57] RJ Schultz: "Smart marketing centers on the concept of qualified impressions... it's about creating meaningful touchpoints for your target audience."

• Discussion on Attribution Challenges:

  [18:56] Matt Bertram: "Attribution is a big challenge, especially when the first click happens on social media and the last click on Google."

• Emphasis on Audience Conditioning:

  [27:32] Matt Bertram: "Effective marketing isn't just about creativity and visibility; it's about understanding and conditioning your audience to build trust."

• RJ Schultz on Qualified Impressions Definition:

  [27:32] RJ Schultz: "A qualified impression is delivered to someone who has seen you at least six times... it's about building that trust before spending more on digital conversions."

Insights and Strategies

1. Integrating Traditional and Digital Advertising: Blip Billboards serves as a bridge between traditional out-of-home advertising and modern digital marketing, providing a cohesive strategy that leverages the strengths of both mediums.

2. Importance of Multi-Touchpoint Campaigns: Repeated exposure across different platforms ensures that the brand message is ingrained in the consumer's mind, enhancing recall and trust.

3. Budgeting for Effective Campaigns: RJ advises businesses to commit to campaigns for at least 90 days with a monthly budget ranging from $3,000 to $5,000, ensuring sufficient exposure to achieve qualified impressions.

4. Data-Driven Decision Making: Utilizing statistical models and demographic data allows for precise targeting and measurement of campaign effectiveness, addressing common attribution issues in advertising.

5. Psychological Engagement: Understanding the consumer's psychological journey—from awareness to trust—enables marketers to craft messages that resonate on a deeper level, fostering long-term brand loyalty.

Conclusion and Takeaways

This episode underscores the necessity of a multi-channel marketing approach in today's saturated digital landscape. By integrating qualified impressions and leveraging both traditional and digital platforms, businesses can effectively build trust and recognition among their target audiences. RJ Schultz's insights into the psychological aspects of advertising provide a nuanced understanding of how repeated, varied touchpoints can influence consumer behavior and drive conversions.

Key Takeaways:

• Multi-Channel Integration: Combining out-of-home advertising with digital platforms enhances overall campaign effectiveness.
• Qualified Impressions: Focusing on repeated exposure (at least six times) increases the likelihood of consumer trust and conversion.
• Data Utilization: Employing data-driven strategies ensures precise targeting and better attribution of marketing efforts.
• Psychological Conditioning: Crafting messages that resonate emotionally and mentally with consumers fosters deeper brand loyalty.

For marketers looking to elevate their strategies, incorporating varied touchpoints and understanding the psychological underpinnings of consumer behavior are essential. Blip Billboards offers a novel solution to navigate this complex landscape, making it an invaluable tool in the marketer's arsenal.

Further Resources:

• Blip Billboards Website: blitbillboards.com
• Contact RJ Schultz: Email at offers.blitbillboards.com for campaign inquiries and collaborations.

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This summary captures the essence of the episode, providing a comprehensive overview for those who haven't listened while highlighting key discussions and actionable strategies shared by Matt Bertram and RJ Schultz.