Are you shooting yourself in the foot, as you are reading this post? Marketing is not just about strategies, tactics, processes and technology. I am going to tell you what you need to hear, not what will make you feel warm and fuzzy.
"We want to advertise on Facebook, how do we get started?". This is the question I hear time and again, day after day. Unfortunately the very people who could benefit the most from paid media often fail to understand how to properly plan and prepare.
If you managed or sponsored performance marketing projects in the past, you have surely seen a few of them fail. Would you like to improve your "batting average"? If the answer is YES, let's try to understand the primary root cause behind most disappointments.
Last several months I have been 100% focused on a radical update to our marketing methodology & tooling. While restructuring our checklists & templates, I realized that introduction of machine guns in late 19th century is the best metaphor to explain the value of our new process.
Everyone has heard about the "Cambridge Analytica data scandal" by now. Is "Facebook marketing over" or "nothing will change"? Most "experts", preaching either extreme are dead wrong. The sum of Facebook changes is the biggest in years and you need a plan to adapt.
If you buy Facebook Ads, without taking full advantage of Facebook Analytics, stop what you are doing and read "Facebook Analytics: Monetize the Customer Journey" in the latest FeedFront Magazine.
If you knew in advance the outcome of every decision, wouldn't you be unstoppable? We are constantly bombarded by visions of success. It is usually presented as easy, effortless and predetermined by someone's wisdom (or hard work). A clever sales pitch often follows, with the message that you could achieve the same results "if only you do ABC".
Is creative design an art or a science? Not so long ago I bumped into a 10+ year old South Park episode that made me think about how we produce Facebook Ads. We are introduced to the "Family Guy writing staff" who turn out to be a group of manatees. The manatees "write" jokes for the show by picking random balls from a tank.
The show went fantastic and my presentation marked a public preview of our marketing service methodology. Unfortunately, the "technical difficulties" on the way home derailed and delayed the follow through. But there is a great teachable moment in how the story of my destroyed car engine can help marketers understand the problems they might be ignoring.
The Holiday Season is over and it is time to get back to work! To start 2018 strong, I am sharing my 2018 Plans & Goals. These aren't going to be some weak sauce New Year Resolutions about "eating healthy" or "thinking positively". I am sharing specific plans to attract the right opportunities and to calibrate the existing relationships.