Marketing - You’re Doing It Wrong.!?

For fuck’s sake! It’s 2017 and most people are still relying on principles of marketing that are long dead.

It’s time to understand that the consumer behaviour has changed.

Okay, it might not be true for Procter&Gamble. But then again, who in their right mind still relies on Ads to choose the washing powder they use?

I’m not saying we don’t use it, but we simply don’t change it based on the Ad we saw yesterday.

Marketing - You’re Doing It Wrong.!?

Coming back to the matter at hand…

Most marketers still either use channels that have lost their merit OR are scared to put all in.

First, let’s agree to ignore the Offline Advertising. This includes banners, newspapers, radio, TV etc.

If you have money, it works.

If you don’t, just ignore it. Unless you get to experience it for free…

Same with Publicity. I absolutely love it when anyone writes about Shipitwise. But I’ll not pay for it!

Like once said: “Marketing is like sex. Only losers pay for it.”

But now, I’m gonna attack the new sacred cows: Search Engine Marketing (SEM) and Social and Display Ads.

Yes, data shows they do work. But, when was the last time you really clicked on one, AND did not try to go back as fast as possible, due to it being a misclick? Or how exactly will you be using SEM, when non of the fat-head keywords describe what you do?

Of course, at times, you’re able to hack the potential customer’s mind OR simply get those ads for so cheap. Thus, I’m not saying I never use any of them. I do! But, I don’t focus on them…

Everything related to Google aka SEM, we’ve outsourced to Veebiguru.

Everything related to Display Ads e.g. Facebook, we’re in process of outsourcing to Frank. Or do it on an ad hoc basis.

Not because we don’t know how to do it. But because non of them help us to grow our brand. Help people understand our values. Nor do we think that focusing on CPC matters.

Moreover, we believe in Impressions over Clicks.

But only when those impressions mean that people really consumed our content. Or interacted with us in some other way.

Why? Because most people that will ever hear about our service are not going to make their buying decision right away.

Since they don’t need it at this moment.

They need it the next time they experience the problem.

But they will not be going on Google (Dunno why - I would!) nor will the Display Ad catch them at that moment.

Instead, they would go on Facebook, or any other platform, and ask their friends about it. And those friends will not remember the Google Ad they saw 3 months ago. But they will remember the last half a year worth of great content they’ve consumed, as well as the party you arranged. Thus, letting the person with the problem know about your company.

So if you make any Display Ad, be sure I would remember it for the rest of my life. OR simply skip doing it…

So what should you do?

Deliver value!

Or anything that will be remembered… Mmmm… Member berries…

2017 is all about Video.

Don’t understand me wrong! Not the video where you’d be praising yourselves to the skies. No one cares about those…

But the video that’s fun to be watched over and over again. OR the one that really teaches me something. OR simply something showing me behind the scenes of the company evolving!

So the way you make fun of a sleeping person is a GO! Anything about how to package a shipment or draw a car is a GO! And a Daily VLOG or a bunch of Snapchat/Instagram Stories are a MUST!

However, a video a month doesn’t cut it. One a week is already better. But to really be remembered then one a day is PERFECT…

Meanwhile, other types of Content Marketing, such as blogging also work when followed the similar topic pattern.

Furthermore, being at Trade Shows, organising Offline Events, landing Speaking Engagements and building a Community (that will produce content for you) help to generate enough experiences to make the Videos even more enjoyable to consume.

Once all this is done…

…then my piece of advice (which again, most marketers are afraid to do) is to spam the shit out of all social media platforms!

Don’t care about Social Media strategies…

Simply go there, make some noise and share your content as much as possible!

Of course, it’s better to know what kind of language you should be using in which platform. Also, know who’s your target in all of ’em.

BUT, unless you start sharing TOO MUCH content, all of those strategies don’t matter!

Because most platforms have weird enough systems in place that will not show all of your posts to all of your followers at the same time. And even if Sally sees your blog post 4 times per day, and decides to unfollow you, then boo-hoo.

My experience shows that in case you generated something people loved to consume (and share), then you’ll win many more eye-pairs than the ones you lose.

In the end, that’s what matters - how many people know of your existence! (and trust they should use your service/product)

So now, go and make some noise!

PS! Email still is KING! (when you’ve built a strong email list)