My goals for my partners are to propel them through the fog of advertising fatigue, create a lasting and positive impression on customers and passersby alike, and keep them relevant on the cutting edge of marketing methods.
I love to categorize information and distill it into convenient “principles.” Throughout my years of marketing I’ve observed and developed the following:
1. Audience comes first.
This is a well-known marketing principle that I draw out even further to respond to today’s consumer’s desires (which are quickly becoming expectations) of personalization, curation, and experience.
It’s critical to understand when people DON’T want to see your ads.
2. Lead with your nerds.
Fewer and fewer people could care less about what your CEO thinks or what your boilerplate says, even in B2B. The people who do the everyday work of creating and providing your offerings to customers know the most about your business, and they can share about their work with true authenticity and passion.
Your nerds can be the perfect ambassador to connect with your audience, promotie your org’s expertise, and build your reputation and trust in your brand.
3. Creativity trumps numbers.
Impressions and clicks are an outdated metric (half of them are likely bots anyway). Prioritizing engagement and user interface experience will help you better understand your audience and tailor your marketing to better reach and impact them.
A cheaply produced or irrelevant ad that annoys 30,000 people will not have as much impact as a well-crafted, carefully placed ad that tugs the heartstrings, sparks the imagination, or shares interesting information to 300 people.
4. Plan content atomization
to reduce costs.
Creating assets and content is expensive and time-consuming. With the right planning structure, you can maximize your spend on content by “atomizing” the same raw material into different content and formats which can be distributed widely without duplication.
For example, I would never pay a video crew to shoot a full-length YouTube video without planning numerous “breakout” sub-topic videos for LinkedIn, and blog articles for those who prefer to read (and to improve the website’s SEO as a bonus).
5. A happy marketing team
is a successful one.
Marketers are creative people and traditional marketing can be stifling. Understanding your team’s strengths, systematically collecting and implementing their ideas, and developing their interests (regardless of their job titles) is a great way to cultivate innovation that can put you at the forefront of marketing.
I can help you implement these principles for YOUR business into your OWN custom marketing strategy.
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