Special Announcement: After months of painstaking work, this week we're launching our first-ever marketing class -- and it's 100% free (at least for now). Details are below.
Years and years ago, when I was first learning about direct-response marketing, I didn't understand why anyone ever did anything else. I remember thinking, "marketing that doesn't sell is just a waste of money."
That's a pretty popular philosophy among digital marketers today. But it's not the truth. Not by a long shot.
Don't get me wrong, I still love marketing that sells on the first try -- that's why we focus so much on PPC and conversion-rate-optimization. When your marketing leads directly to sales, it makes it that much easier to measure its ROI and see exactly where your profits are coming from.
The thing is, most marketing doesn't lead directly to sales, but it's often still super valuable in ways that are harder to measure.
We've seen firsthand how adding a Display or Video component to a client's AdWords account can boost the ROI of their Search ads by 20% or more, through brand lift.
Would anyone read our blog if it was just a continuous sales pitch? Of course not. Blogs are a top-of-the-funnel strategy to spread brand awareness, attract visitors and build relationships. And they're great at it. As you build relationships with your audience through softer methods like blogging, you can gently nudge the people who are the best fit for the "not-free" part of your business in the right direction: from the top of your funnel toward the bottom.
Likewise, social media (and social media advertising) are good tools to "get your foot in the door" with your brand or to continue the conversation with someone who already knows you, but they're notoriously difficult to close sales with directly.
That doesn't make them any less valuable as long as you know how to use them the right way.
Once you have enough of a relationship with those people, or as you approach the effective frequency for your business, that's the time you should be looking to make the sale. Not before, and not after.
Today, we're announcing a free online course we've just launched that covers these exact topics.
It's designed to help you build and execute a cohesive marketing strategy based on the science of marketing funnels and effective frequency. The course is specifically aimed at startups and entrepreneurs, to put founders (who may not have much real-world marketing experience) ahead of the game. It's designed to help you acquire more customers and close more sales with less cost.
We're already getting some great feedback from our earliest students. I'd love to hear what you think, too.