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    Smarter Marketer: 11 Golden Rules to Help in-House Marketers Thrive in an Ever-Changing Digit
    Smarter Marketer: 11 Golden Rules to Help in-House Marketers Thrive in an Ever-Changing Digit
    Smarter Marketer: 11 Golden Rules to Help in-House Marketers Thrive in an Ever-Changing Digit
    Ebook153 pages1 hour

    Smarter Marketer: 11 Golden Rules to Help in-House Marketers Thrive in an Ever-Changing Digit

    By David Lawrence and James Lawrence

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    About this ebook

    If you're an in-house marketer today, the digital world can be a scary place. But it doesn't have to be. The basic principles of marketing have not changed. It's still all about using the right methods at the right time to reach the right people.

    In Smarter Marketer, David and James Lawrence provide actionable insights and powerful tools for in-house marketers challenged with developing effective campaigns that demonstrate their personal value within the organisation. The 11 Golden Rules detailed here will enable you to:

    Create campaigns that consistently generate quality leads
    Focus on strategy, messaging, and other foundational marketing elements
    Move beyond an emphasis on ever-changing tactics
    Become an indispensable driver of your company's growth

    To succeed as an in-house marketer, you must directly impact the ongoing life of your company. This invaluable volume will help you build your campaigns and your career the smarter way.
    LanguageEnglish
    PublisherBookBaby
    Release dateJun 5, 2019
    ISBN9781544504070
    Smarter Marketer: 11 Golden Rules to Help in-House Marketers Thrive in an Ever-Changing Digit

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      Book preview

      Smarter Marketer - David Lawrence

      ]>

      ]>

      Copyright © 2019 David Lawrence & James Lawrence

      All rights reserved.

      ISBN: 978-1-5445-0407-0

      ]>

      Contents

      Introduction

      1. Digital Marketing Is Just Marketing

      2. Understand Your Customer Before You Market to Them

      3. The Only Value Is Value as It Is Perceived by Your Prospects

      4. Never Forget the Complexity of a Prospect’s Real Life

      5. Always Begin Your Campaigns with Research

      6. Whatever the Question, a Single Channel Is Never the Answer

      7. Treat Your Community Like a Valued Friend

      8. Understand Data, but Never Forget Its Limitations

      9. Where You Are Today Is Not Good Enough for Tomorrow

      10. Select the Right People for the Job

      11. Nothing Is More Important than the Message

      Conclusion

      Acknowledgments

      About the Authors

      ]>

      Introduction

      Jackie, the in-house Marketing Manager of a well-known Australian hotel chain, was ready to pull her hair out. For over two years, she managed significant budgets across a range of channels and was directly responsible for her campaigns hitting specific revenue targets. She achieved decent results, but she felt constrained. Something was holding her back from making real progress.

      When we sat down at our monthly client meeting to discuss strategy and results, she looked exhausted. As co-founders of a digital marketing agency, we’d witnessed this level of exasperation from senior marketers many times before. Her furrowed brow spoke volumes, and her frustration was written all over her face.

      ‘Remember last month when we talked about the new direction for Google Ads proposed by senior management, and how we all agreed it was a bad idea?’ she asked. ‘Well, that bad idea is now my major project this quarter. I guess we need to get cracking on the rollout.’ She ended with a long, drawn-out sigh.

      Jackie was a smart marketer. She had solid ideas on how to drive increased revenue for the company, but management—with their dominating personalities—thought they knew best. They kept her so busy executing their ideas that she struggled to actually deliver on their stated goals. She spent so much time reacting to shiny new objects and to looming firestorms, she had no room to plan for sustained long-term success.

      She reached the breaking point when her director, someone who was not tech-savvy, spent an entire evening in Google Ads, rewriting copy and tweaking a few settings to ‘improve performance’. Needless to say, his changes did not improve anything. In fact, they resulted in a budget blowout and a dramatic drop in return on investment. For Jackie, that meant an even heavier workload the following month, when these losses had to be recouped.

      Can You Relate?

      Jackie’s situation is, sadly, all too common for in-house marketers in companies large and small; they are stuck in a vicious cycle.

      Managers breathe down marketers’ necks, suspicious of their value, while marketers feel they must constantly defend their worth and manage expectations. All the while, any coherent strategy remains out of reach.

      Whatever the industry, we repeatedly witness in-house marketers like Jackie struggling to succeed, confronted with too many options and surrounded by contradictions. Here are a few obstacles they face:

      They are unsure if they should focus on what they know or leap into the unknown. It’s hard not to chase the shiny new marketing toy spruiked at a recent conference, championed by the boss, or referenced in an industry blog.

      They feel undervalued within their organisations. We’ve lost count of the number of in-house marketers who come to us and say things like ‘The Director of Sales and the Managing Director are blaming marketing for every missed sales target’, or ‘The rest of the business constantly tells us how to market the organisation and second-guesses every campaign we run’.

      They are given completely unrealistic objectives. All too often, we deal with marketers who are working with unrealistic targets, or timeframes that can’t be met. We hear things like ‘I love your proposal, but will it help us reach our goals this quarter?’ Under enormous pressure, they are forced to look for quick-win tactics at the expense of long-term, sustained success.

      They are frustrated with the rapid speed of change. It’s difficult to work in an industry in which some skills become obsolete no sooner than they are mastered.

      Maybe you can relate to this list. Maybe you feel stuck. Maybe you feel you are jumping at shadows. Perhaps you feel you are constantly prescribing solutions before you actually get to diagnose the issues. Perhaps you feel lost, unsure how to find what will work for you.

      It’s time to zoom out and see the bigger picture.

      Moving from Reacting to Planning and Strategy

      Throughout this book, we encourage you to slow down so you can see the bigger picture. We do this by pointing you to proven rules instead of specific tactics. We understand you need answers, but we also understand the answers you’re seeking will never come if you can’t stop moving enough to ask the bigger questions.

      This book is not the Idiot’s Guide to Digital Marketing. It’s not going to tell you exactly how to run a Facebook campaign. It’s not a list of tips and tricks for Google, and it’s not going to promise a miracle cure requiring no work from you. You won’t tweak your campaigns and become an overnight success twenty-four hours after reading this book. In short, this is not the equivalent of a get-rich-quick book for marketing.

      Instead, this book will change the way you think about marketing in this digital world in which we live.

      What to Expect

      Rather than use typical chapter titles, we have organised this book by declarations—eleven rules you can live by for marketing success. Together, these rules provide a proven framework. You might only need to focus on a couple of rules, and that’s fine. But the truth is they all build off each other.

      We know the marketing tactics popular today will change vastly in the coming years. However, we firmly believe these rules will remain relevant for many years into the future.

      These chapters represent the signposts that helped us gain clarity with our businesses and our clients’ campaigns. Since before the turn of the millennium, we have had front-row seats to watch as marketers struggled to adapt to a digital world. We’ve worked with hundreds of clients on thousands of campaigns. We speak with the smartest people in the industry. We attend and present at the leading digital marketing conferences within Australia and worldwide. Here, we have distilled our experience and knowledge into a single volume, with a single goal in mind: to help you become a smarter marketer.

      These eleven rules exist because they work for us. They are tested and proven, and now we’re offering them to you.

      ]>

      Chapter 1

      1. Digital Marketing Is Just Marketing

      In 2016, a new member of our team walked across the agency floor and excitedly said, ‘I think this book is as relevant today as the day it was written!’ The book he was holding was Scientific Advertising, written by Claude C. Hopkins.

      Here are just a few of the topics Hopkins discusses:

      Split testing and reducing the cost of ads:

      ‘One ad is compared with another, one method with another. Headlines, settings, sizes, arguments and pictures are compared. To reduce the cost of results even one percent meansmuch.’

      Understanding the importance of headlines:

      ‘Headlines on ads are like headlines on news items. Nobody reads a whole newspaper…we don’t want headlines to be misleading. The writing of headlines is one of the greatest journalistic arts. They either conceal or reveal aninterest.’

      Making copy worth people’s while:

      ‘People do not read ads for amusement…People are hurried. The average person worth cultivating has too much to read…They are not going to read your business talk unless you make it worth their while…They want economy, beauty, labour saving, good things to eat orwear.’

      The need for the marketer to understand psychology:

      ‘The competent advertising man must understand psychology. The more he knows about it the better. He must learn that certain effects lead to certain reactions, and use that knowledge to increase results and avoidmistakes.’

      The value of running test campaigns:

      ‘Almost any questions can be answered, cheaply, quickly and finally, by a test campaign. That is the way to answer them—not by arguments around atable.’

      Any digital marketer could read these quotes and agree the principles should be applied to their current campaigns.

      The amazing thing about the book is it was first published in 1923.

      Not only did its publication predate the internet, social media and the smartphone, but it predated the transatlantic telephone cable and the invention of the television. Hopkins could not have imagined the enormous changes in advertising that were over the horizon.

      Hopkins’s book is now a must-read for all new hires in our

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