Sustainable growth lies in executing the fundamentals thoroughly and consistently, day after day. The fundamentals are not the flashy, exciting things to work on, but they are what make the flashy and exciting things possible and successful.
The Philly Special didn’t win the Eagles Super Bowl 52; blocking and tackling did. Blocking and tackling is what wins every Super Bowl. Only after you’ve got the fundamentals down can the breakout runs, deep passes and methodical movement down the field be possible – oh, and of course, the trick plays.
Going to market works pretty much the same way. It all starts with blocking and tackling.
We often want to do the fancy stuff, especially the go-to-market teams. They want to create emotive videos, redesign logos, come up with clever slogans. Smart, long-tail search engine optimization is boring; functional content on the website isn’t sexy; an automated email series to support a new customer doesn’t win awards; incremental improvements to core products don’t get big events. But all this is the blocking and tackling that ultimately wins market share.
Marketing today, but especially digital marketing, is about the fundamentals. This is because everything is measurable:
We can measure the average order value of a new customer.
We can measure the annual or lifetime value of a customer.
We can measure the viability of targeted audiences.
We can measure the effect of each change to the message.
We can measure the performance of specific pages on the website.
We can measure the return on each dollar spent on each marketing vehicle.
It’s this measurement that allows us to incrementally optimize. Let’s be clear here: This is not to masterfully trick the customer. This is to communicate our value and purpose so that it resonates with our customers (not the whole world, just the customers that see the world as we do and desire solutions like the ones we provide).
Too many companies currently have too much money and are not measuring and optimizing their actions. Marketing budgets are being spent in unsustainable ways. The Silicon Valley mindset of acquiring customers at any cost, which works for bleeding edge technologies and platforms that require a network effect, has made its way into every industry and has created a culture of unsustainable customer acquisition and retention.
Most of us are not building Amazon or the next unicorn brand. For 99.9% of us, it’s time to get back to the fundamentals. For us, growth is all about blocking and tackling. Three of the most effective places to get started:
- Measure and analyze all go-to-market efforts.
If we don’t have time to measure, analyze, optimize, repeat, then we are doing too much or need to hire additional talent to support our efforts. Too many of us are too busy and not paying attention to what the marketplace is telling us. And so we make poor, uninformed decisions about where we spend our money and how we communicate.
a. Measure the performance of every vehicle and the sales channel as a whole.
b. Analyze data at least monthly, preferably weekly; and if you are spending a
significant percentage of your revenue on marketing or have large peaks and valleys to your business, then measure daily.
c. Make decisions based on clear trends in data. Don’t lose who you are, or how you communicate. Optimize your ability to tell your story.
2. Optimize what we own first.
The most cost effective optimization comes from our owned marketing vehicles because, once optimized, they require little ongoing spend. Where paid marketing vehicles require us to continually feed the beast.
a. Our website
Building a better mousetrap will improve the performance of every marketing vehicle. Through user testing, consumer interviews and the data available for free from Google Analytics, we can improve the site experience, increase our conversion rate and drive long-term customer loyalty.
b. Organic Search
“We’re spending too much on search engine optimization”, said nobody, ever. Google is free marketing for life. Allocate marketing spending up-front to make sure Google’s search algorithms can clearly see what you offer. Target the long-tail customers for uncrowded access to highly valuable customers. Support from SEO specialists is amazingly cheap given the return on investment. Moving from page 2 to page 1 in a search, or from the bottom of page 1 to the top can trigger significant growth.
Starting with automated email we can deliver a series of valuable information to customers based on if they a) are just signing up to hear about our next promotion, b) made their first purchase or c) have just spent more than $1,000 with us. Once optimized to further develop the relationship with the customer, automated emails are the gifts that keep on giving. They drive repeat buying habits and long-term loyalty without another second of our attention.
As for the weekly or monthly communications, make them useful. Give users a reason to want to open the email. Educate, entertain, surprise. It’s not that we are too busy for email; we have too much choice in how we spend our time.
d. Social Media
Let’s get clear, social media is a distribution vehicle. The question isn’t, “What content should we create for social media?” The question is, “Is the content we’re creating interesting or useful enough to distribute through social media?” What is working? Who cares how many followers we have. What matters is engagement. How many likes, comments and clicks? Understand what’s resonating and at what cost.
3. Expand our audience.
Once we are measuring our activities, and have optimized the digital world we own, we can now cost effectively expand our reach by paying for traffic. We are able to do this cost effectively because we know who our customers are. We know we can connect with them in a meaningful way. We know how to form a relationship so they will come back to buy from us again and again. It’s simply a matter of finding more of our customers.
Whether we use paid search, social media advertising, banner ads or whatever new-fangled tactic arises, it really doesn’t matter. We simply follow the data in search of our customers.
a. We cast a net. Usually the first cast is not profitable. But we are seeking new places to find our customers. Using the proven communications from our owned vehicles.
b. Once we’ve found our customers, we hone the location and message until we’ve found a cost-effective way to introduce ourselves.
c. We repeat, casting a new net. Seeking the long-tail locations where we can compete and win attention. Again, not competing for everyone’s attention. Not seeking all customers. Just our customers.
This is blocking and tackling. It’s not flashy, but it works. We’ve seen it work for sub one million dollar companies and those pushing to cross the 100 or 200 million mark.
Also published on Medium.