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.
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".
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.
"Facebook ads don't work for us"! 62% of small business owners said so in response to a recent Weebly survey. I run and advocate Facebook Ads for most types of companies, yet I believe this number is too low. Why? Because there are just too many ways to mess up your Facebook Ads if you lack the right know-how.
The most common question I get when I bring up customer journeys is "Are you talking about funnels"? Funnels are quite popular these days, but are these really the same things? In this article, I will highlight Top 5 Differences between building your marketing around "funnels" vs. "customer journeys", the way these terms are most commonly understood.
Whenever I talk to marketers and business owners who struggle with online advertising, I see the same root cause of disappointing results in nearly 100% of the cases. The problem is not having a good understanding and control of their Customer Journey. Why is this the #1 issue and what can we learn from their mistakes?