024 - What's your playbook

1* Unleashing the shackles of a poor measurement framework enables better marketing

When success for the business is determined by leads, with no accountability for the quality of those leads, there isn’t much of an incentive to adapt your marketing.

This means the traditional playbook will be rinsed and repeated time and time again.

But for those willing to take on a new mindset, a new way of working, the benefits can be fruitful.

This post is a great example of a brand embracing a customer-first marketing strategy.

2* 4 out of 1000 will click your ad

This is an important metric, it references an average click-through rate of 0.96% of any given digital advertising campaign.

The problem with this figure is, that we have become accustomed to accepting this as the norm.

Our goal is to drive people to our website via social media, 4 out of 1000 people who see our ad will click, 2 or 3 will land on our page, and 0.005 may actually ever do anything beyond that first page.

This approach serves a purpose, and these are the rules we play in.

However, there is an alternative approach.

Focus on content consumption and optimising the distribution of that content to your target audience.

This means your mindset, strategy and tactics are built around creating content that engages, educates, and entertains your customers, and your role is to ensure your customers consume it.

When you have that mentality you start thinking differently about how to execute.

If your focus becomes on content consumption, and not driving website traffic. You’ll get more people consuming the information/content you're putting out, regardless of where they consume it.

There are always trade-offs with execution, and there are reasons to drive users to your website, but sometimes building brand association, a connection, a frictionless experience and getting your user to consume your content natively in the channels they’re in, is often a better method to engage your customer.

This post elaborates on this theory.

3* The best copy is no copy at all

Unfortunately, very few brands have this luxury!

But it’s a great reminder of the power of a brand association.

When I see Lego, I think of fun, imagination and creativity.

What do you want your customers to think when they see your ads and content?