Whenever I visit a client, I always like to sit down with them and ask 1,000 questions. It's because I want to see everything they are doing in their digital marketing, and where all those efforts can be leveraged. The opportunity is to look at what is working, and then figure out how to optimize it. As discussed in the book "TRACTION" by Gabriel Weinberg, what's working is already working, isn't it?
1. Optimize for a 10% - 30% Increase in Results
What online marketing activities are generating bookings and creating awareness for your business? By optimizing what is already working we implement strategies and tactics that can generate a 10% – 30% increase in the results those activities generate.
2. Increased Client Acquisition
Marketing activities have to be looked at in light of what they are achieving. Client acquisition is about attracting and booking new clients and customers.
Here are the operating principles we adhere to:
Publish Once and Distribute Many
This is a maxim of all "content marketing". The idea is to leverage the effort put into that one piece of content, whether a great article, blog post, interview, review, photograph, video, or promotion - and place it in as many places as possible to get the largest reach and exposure. Think of your content as a breadcrumb, one that gets found in a place where the fish feed, and leads the prospect to your website, blog, booking platform or sales page.
More Is Always Better
In the world of content, more is always better, because the more articles, videos, photos, ebooks, and other media you have out there, the greater the likelihood of your prospects coming across them. And over time, if you are consistent with your message and putting out quality content, your digital footprint will expand and your brand will have staying power for years to come. Digital content is not going away, and it certainly won't be antiquated overnight – keep publishing.
Going Where The Competition Isn't
Because there are so many channels for content, some more well known then others, it's possible to get an unfair advantage by jumping into a platform that has not been saturated. Amazon is one of those platforms, more on that later in this guide.
Have A Consistent Brand Message
Because digital media gets distributed so widely and is shared instantaneously in all its different formats, its important to have a very strong value proposition along with consistent branding. And by branding I mean more than just your logo. You have values that are important to you and the planet, so make a point of communicating about them. Ultimately you want to confirm your belief in the brand values you convey by investing time and money in them.