New Digital Marketing Case Study — Know More, Make More, Share More
Most business websites and marketing campaigns are nothing more than fancy brochures.They might be pretty ... but they don’t sell.
Here’s how we fix that.Continue to part 2 ...
Through continuous consultation and highly professional advice, Stephen provided us with a digital marketing campaign that met all our objectives. The resulting solution more than exceeded our expectations and we will be delighted to strengthen our working relationship with Stephen for the future.Lindsay Soulsby. Director. Courture
If you — chase referrals like a bloodhound, be first in and last one standing at every networking event going, bombard the press, and post anything and everything on every social media platform invented — you’ll make it.
After all, that’s what everyone else does, right?
The problem of course is twofold: not only are your chances of standing out naturally reduced by being one voice among the multitude, this approach rarely worked anyway.
And if it didn’t see you burn out, repeating the same old worn out formula could drive you a little potty.
As Albert Einstein eloquently put it:
The definition of insanity is doing the same thing over and over again, but expecting different results.
Instead, what you need to do is adopt a digital marketing strategy so finely tuned to your clients that your service sells itself by itself, not by you.
The secret 3-step digital marketing system for getting potential clients on sales calls, who are already sold on you and your message.
As Peter Drucker states:
The aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.
So to begin let's quickly clarify the word System.
Think about McDonald’s ...
Using a marketing system is exactly how they built a Billion dollar empire.
Now you may not be a mad fan, but McDonalds marketing strategy is Absolutely 5 Star!
First they defined the target marketing:
I.E. Who are you talking to?
Then they positioned the product:
I.E. What do you want them to think?
And here's how they did it …
- You see a series of Ad for McDonalds each repositioned to a niche market segment. (Awareness)
- They offer a discounted price on one of their most popular products to a niche market segment for a limited time. (Interest)
- You walk into McDonalds and see beautiful imagery. (Desire)
- You know McDonalds, you like their products, you choose the picture you like. (Action)
They offer you the most famous upsell in the world …
“Would you like fries with that?”
And of course you do.
(You’ve just been upsold.)
Finally, they took thousands of spotty kids with no skills or attention and taught them to create a something almost identical each time.
With an estimated 1% of the world’s population set to eat McDonalds today, we’re looking at around 2 billion people eating McDonalds every month.
Seems simple right?
And it kinda is.
But the key ‘takeaway’ (no pun intended) here is this.
McDonalds business processes and marketing systems leave absolutely nothing to chance.
So a system by definition is a bunch of component parts that come together to form a whole.
And every successful business in the world needs three core systems to be in place:
- The ability to attract new leads into your marketing funnel (your traffic system).
- The ability to turn strangers into friends (your relationship building system).
- The ability to convert and capture leads (your conversion system).
Now a campaign, an keyword marketing campaign for example would be a component part focused on generating traffic.
And within your traffic system — are lots of independent brand awareness components. Google Ads could be a component … just as Social Media Promotion could be a component.
Both are unrelated and totally separate.
But each component part follows a logical sequence.
And the best way we can achieve that whole sequence is through a marketing funnel ...
What Makes An Artful Science So Different?
I believe that great marketing is like a great movie.
Think of the first time you saw Citizen Kane, 2001: A Space Odyssey, or Badlands.
Why did these movies change you and cinema?
Is it because the filmmakers — Welles, Kubrick and Malick respectively — were or still are supremely talented, highly creative artists?
It was because each and one of them knew the golden rules of cinema so well that they could allow their art to bend the rules just enough to move us and the profession into new territory.
In other words, only by knowing the rules could they rewrite them. And by rewriting the rules, their work stands head and shoulders above the competition.
I believe that great digital marketers — like all artists — pull off the same rule rewriting trick.
With a deep understanding of all the essential component parts — the content (dialogue), the brand (the actors), and the clients (the audience) — great digital marketers deliver a knockout Rocky-esque digital marketing experience.
One that keeps bums on seats long enough for their clients to tell their story from start to finish.
For almost twenty years, I’ve mastered — creative web/UX design, Wordpress, SEO, inbound marketing, digital storytelling and marketing funnels.
In other words: I know the where the new rules (and rule breakers) come from.
And I like to count myself as one of those digital marketing auteurs.
There are so many channels and creative ways to tell a brand's story. What is needed now more than ever is an individual who can look at all of the pieces and ensure there is a strategic, personal, compelling flow to multiple engagements.Kerry Rivera, Experian
The marketer who can plot out all pieces and leverage data to pivot, personalise and measure will be critical.