Learn From Soap
From 1949-1973, David Ogilvy ran one of history’s most successful advertising agencies ever (Ogilvy & Mather). He said that POSITIONING is the most important marketing decision.
“In our modern age with a bazillion brands for everything, differentiation is more important than ever.”
For instance, Ogilvy’s soap campaign said, “Only Dove is one-quarter moisturizing cream”. Brilliant. In our modern age with a bazillion brands for everything, differentiation is more important than ever.
One way to do this is by looking at the Jobs to be Done method. This breaks down a job into smaller parts to see where you can make an improvement. WAZE beat out Google Maps by including traffic feedback which led to Google buying WAZE for a cool $1B. Instead of being a map app, WAZE was a tool to get you there faster.
This might seem obvious, but many brands miss this point. If you’re not providing genuine value for your audience, no amount of marketing spend will save you. Not sure if your product or service is worth it? Ask your customers. Conduct an online survey or even pick up the phone and call. Tools like SurveyMonkey can help.
Creating something of value is hard work. There is no way around this, so put in the time and effort.
As the competition gets stiffer, omnichannel visibility is becoming the rule. You don’t have to be on every channel, but your Facebook page alone won’t cut it anymore. Younger audiences don’t even use Facebook. Now while you can weight some channels more than others, it’s a good idea to be seen on several. Take the time to set up strategies for each one and stick to a publishing schedule.
“You don’t have to be on every channel, but your Facebook page alone won’t cut it anymore.”
Email Ain’t Dead… Yet
According to McKinsey, 91% of US consumers still use email. Plus, email is a much more effective way to acquire customers than social media—nearly 40x that of Facebook and Twitter combined. It’s pretty safe to say email is still alive and kicking. So use it to reach more customers, provide value and drive sales funnels forward.
“Email is a much more effective way to acquire customers than social media—nearly 40x that of Facebook and Twitter combined.”
Tweak Your Site
“Your site must be faster, fresher and better optimized than the competition.”
Google’s ranking system is super sophisticated and super competitive. This means your site must be faster, fresher and better optimized than the competition. Consider conducting a comprehensive technical SEO audit and go back and re-optimize your best performing pages. Audit and tweak on a regular basis. Do this and Google will reward you for it.
Need help making your site work better or with optimizing content? We’re here to help. Call 443.475.0787 or contact us today!