I love technology but the pressure to know everything is real.
Google “digital marketing strategies” and you’ll see millions of content pieces written about it. Every single one of them exactly the same (see: Shitty Content)
And everyone knows that if you want to own a business, you have to be an expert on everything.
What do you mean you don’t understand Google’s latest algorithm change that will “make all your previous SEO efforts nada, null, zero, zilch”?
Are you telling me you don’t tweet 5 times a day at the exact times your followers are active (and you’ve paid an analytics tool for)?
Good God, you’re not even taking this seriously.
You’re just taking revenue off the table for so many people who thrive on producing webinars that will tell you to change your mindset at the end of the day.
Shame on you.
So, here’s 10 more things about marketing that you really don’t need to know.
1 – Aren’t you tracking your users’ nutrition habits?
You gotta know your target audience.
Let’s say you’ve got a SaaS company that charges monthly subscription for automated email software. Everyone’s got an email address, and some of them want to sell stuff, too.
It’s a win-win.
So you’re targeting B2B companies, and tracking factors like:
· Number of employees
· Number of clients
But if all those courses out there are to be believed, you should also be tracking their shoe size and nutrition habits, probably.
That’s important info. You need to know if they’re eating lettuce or hamburgers for lunch.
No idea, but if you can get it, you should be getting it and writing it down.
Forget data silos and tracking unimportant information (which cost your business a lot, and don’t do anything to improve your fragmented view of customers anyway).
If Twitter tracks who eats more cheese, you have to do it, too. You never know when cheese is going to become important for your email automation business.
It’s marketing. Deal with it.
The no-sarcasm version: Stop tracking unimportant information. If you have the capacities to store and analyze it painlessly, okay. But if it’s not relevant for your business, it’s just going to become confusing. Think about it when you become a Hubspot. Until then, simplify your marketing.
2 – What keeps your users up at night?
It might be the fact that they have to send all those emails themselves.
It might also be heartburn.
You gotta really understand their problems. Maybe call their family, see what’s up with Uncle Steve. How’s his third marriage going?
It may seem like a total waste of time, but it gives you context. It gives you problems. And we all know that users with a lotta problems are the best users, because they’re just so desperate to invest into email marketing automation.
And you also need to understand your customers. Become best friends with them, even.
Because there’s nothing like personalizing your offer so much that your call center’s script becomes:
“Oh Jack, we’re so sorry to hear about your pet fish dying. Would you like your emails sent out twice or five times a week?”
The no-sarcasm version: The fact that you have easier access to your users doesn’t mean that you should spread yourself too thin. It’s okay to serve just one need. And context is only important if it helps you.
3 – If you didn’t have at least one breakdown over marketing analytics, you weren’t analyzing
Real-time analytics reports are great.
Just think about it:
You’ve invested a whole $50 into your brand new PPC campaign and you can see the results come in.
You can refresh the little suckers every two seconds so obviously, you should.
Are you seeing the numbers of clicks go down as the cost per click rises?
Good. If you haven’t felt like a failure, you haven’t really marketed.
And yes, the first 2 minutes of your campaign are definitely going to define the rest of it, so you might as well grab a bottle of something strong, and call your parents to ask if you can move back in with them.
Welcome to marketing analytics!
The no-sarcasm version: Give it time. Don’t look at your results every five seconds. Instead, give them an initial run of a few days, and check them once a day later at most. Users need a warm-up period to click on your ads in most cases. It’s okay to go to sleep.
4 – Your users are always changing! Change with them! Improve! Optimize! Buzzwords!
Your user base is always in flux, your target audience is having an identity crisis every week, and your business might be done for even before you’ve acquired your first customer!
So now that you’ve seen at least 20 new tools whose price is nothing – not even $299,99 per day – you should be investing into them until you’ve got enough tools to build yourself a toolshed.
And then turn to woodcutting because at least that’s easier than marketing online.
You have to optimize! Were you selling socks yesterday? No one wears socks anymore! Buy a hover board!
You have to improve! Change your UI, redesign your website, forget that your product is what matters!
Get a buzzword dictionary and start putting them to practice, talk about optimization a lot, and when customers call to ask why their emails weren’t sent out, say that you’re consolidating strategies and optimizing the supply chain.
Whatever the heck that means in your case.
The most important thing about marketing is to learn even more about useless facts and strategies that will require you to sell your kidney just to keep up with the kids.
The no-sarcasm version: Audience and users change over time and while it’s necessary to track those changes, they don’t happen overnight. Don’t optimize things that you shouldn’t optimize, and don’t wrack your brains over new tools that will fix problems you don’t even have. It’s all okay, breathe.
5 – If it’s not sexy, it doesn’t sell
Launch your emails into space. Just wrap ‘em up and launch them into the atmosphere.
Maybe you are in debt up to your eyeballs because you believe in your business, which is exactly why you should behave like a kid with a trust fund.
If you’ve mistakenly decided that people need something plain, and not rocket launchers, welp. Change your name and move to Alaska.
People won’t take notice unless it’s cool anyway.
The no-sarcasm version: Big and sexy marketing campaigns are a drag. They’re also expensive and ineffective unless you’re an established brand that needs to work on its PR, or a business that has a huge marketing budget. Cool campaigns are fun to see, but you don’t want to confuse your audience. Stick to your customers and work on sales, especially if you’re new on the market.
6 – What’s your pop-up positioning like?
Have you A/B tested? Do you have heat maps integrated? What are your pop-ups like?
Are you closing off your call to action with “Yes” and “No, I want to be miserable forever and get ran over by a train”?
If you haven’t, you absolutely should. And make that pop-up huge. Don’t make it functional since no one likes functionality, anyway.
Make sure that the ‘X’ isn’t visible in most browsers since your only offer is your bait, a fitness plan for an automated email SaaS.
The no-sarcasm version: Don’t listen to people who sell courses, listen to your customers. Make sure you’re easy to work with from the get-go, and don’t rely on snake oil selling tricks to get ahead (e.g. huge pop-ups and guilt-tripping CTAs).
7 – Online is everything
Let me drop the sarcasm for a second and be real with you:
Marketing is absolutely necessary.
What’s not necessary is information overload.
Online marketing especially is extremely powerful. However, the space is very saturated, and you’re more likely to come across snake oil salesmen than actual marketers who know when to push, and when to stop and let the situation unfold.
It’s exactly due to the system today (which focuses on digital) that we’re all inclined to believe online is everything.
The truth is: you can reach your customers locally and physically, as well.
In fact, the best strategies combine both.
Depending on your abilities and opportunities, you may find yourself using one way more often than the other.
And that’s okay. There’s no single formula for marketing success.
So when you find yourself struggling with tools promoted as a must-have for marketing success, or strategies that you really don’t see the point of – stop.
If something smells like a sales ploy, it probably is.
And if you’re not a professional marketer, don’t fall into the trap of knowing everything. You don’t need it.
All you need to do is sell your product or service. That’s the point of marketing. Not ten pop-ups, and definitely not a $2,000 webinar.
Take that money, and put it into your product. That’s what’s going to make you successful.