In the end, it's all about... marketing

The basic idea:

what it takes to make marketing a concrete and useful thing, not hot air.

Let’s start with an analogy:

Setting up a marketing strategy is like building a house.

The strategy consists of “marketing assets”, which are like walls, made of many bricks.

Well, the difficulty that many companies today unfortunately face is how to CREATE every single brick and how to CONNECT all the bricks together.

In fact, it’s easy to say: “Do this, do that”…

…but then, when someone in the company has actually to do things, he sinks into a black hole. Too many skills are needed now, in too many areas. Especially now that there is a myriad of new options related to digital marketing (when web gurus present you with a new technique, they make it everything easy, but they’re lying).

And so many give up.

I can’t blame them.

Do you want a practical example?

These days, in order to set up a new marketing strategy for us, we had to connect a few hundred bricks.

I’ll list them below because it’s an emblematic case.

Reading them all at once will cause you a nervous breakdown, but please take at least a quick look, just to understand.

Then go straight to the end, and you’ll find something interesting.

Are you ready?

Marketing Asset No. 1:

An advertising profile on Facebook (or on AdWords, or on LinkedIn, or on all three channels) to make interested visitors go to the registration page for a webinar. With split-test only, that is at least two versions to compare…

Bricks:

– choice of target

– choice of positioning

– images of the ads

– texts of the announcements

– headings

– descriptions

– link to the destination page (see below)

– link displayed

Marketing Asset No. 2:

Webinar registration page

Bricks:

– title of the webinar

– list of topics discussed during the webinar

– short biography of the author

– button to register

– registration form

– page footer with legal information

Marketing Asset No. 3:

Thank-you page for those who subscribe to the webinar

Bricks:

– images choice

– texts

– choice of colours

– survey for those who register, in order to improve the presentation

– Flash questions of the survey

Marketing Asset No. 4:

A sequence of automatic emails to remind the participation in the webinar

Bricks:

– choice of how many emails, and their frequency

– concept of each email

– text of each email

– subject of each email

– any graphics or images to be included in all or some of the emails

– Sending automation

Marketing Asset No. 5:

The webinar execution page

Bricks:

– hundreds. I swear: hundreds.

– a powerful software full of features … but precisely for this it needs to be configured through about ten pages in sequence, each in turn with dozens of parameters to be set one by one. What a mess!

Marketing Asset No. 6:

The presentation to be delivered during the webinar (about 100 slides in total)

Morning. Concept of the presentation:

– concept of the presentation

– texts

– choice of images

– editing the presentation to make it graphically appealing

– animations/transitions of each slide

Marketing Asset No. 7:

A gift for all those who attended the webinar to the end

Bricks:

– idea: what could interest you to the point of being glued to the webinar?

– creation of the gift (this in turn consisting of other bricks)

– automatic email to deliver the gift to participants (text, automatic scheduling, etc…)

Marketing Asset No. 8:

A sequence of automatic emails for those who have subscribed but have not participated to the webinar, so that they can subscribe to the next one.

Bricks:

– choice of how many emails, and their frequency

– concept of each email

– text of each email

– subject of each email

– any graphics or images to be included in all or some of the emails

Marketing Asset No. 9:

Reservation page for a free call

Bricks:

– video instructions

– presentation

– video recording (practice after practice, hours and hours, dozens of problems)

– video editing

– uploading the video to the video hosting platform

Marketing Asset No. 10:

Page of insertion and description of potential needs

Bricks:

– identification of the most significant information to be requested

– module creation

– Graphic settings

Marketing Asset No. 11:

Final thank-you page for those who have registered

Bricks:

– what to say

– writing texts

– artwork

Marketing Asset No. 12:

Sequence of automatic emails to notify the reservation or the fact that that the reservation is incomplete

Blocks:

– choice of how many emails and their frequency

– concept of each email

– text of each email

– subject of each email

– automation depending on whether the reservation was successful or not

Then, to make sure we don’t miss anything, we added all this:

Marketing Asset No. 13:

A list of prospects to call by phone

Bricks:

– target choice

– list retrieval

– list extraction

– possible merge & purge if the list is the result of the union of several lists

– list normalization (if the record paths of the starting lists are different)

Marketing Asset No. 14:

The script for telemarketing specialists’ calls

Bricks:

– message: what to say

– what NOT to say

– how to submit your offer

– how to position ourselves

– predict objections

– management of objections

– Call to action for the registration to the webinar or to make an appointment

– uploading the script into the system

Marketing Asset No. 15:

A DEM to send to the contacts we had called

Bricks:

– concept of the email

– text

– headline

– artwork

– system automation

Marketing Asset No. 16:

A sequence of emails for those answering no

Bricks:

– choice of how many emails and their frequency

– concept of each email

– text of each email

– subject of each email

– graphics, if any

– system automation

I think that’s enough… but I’m sure I’ve forgotten something.

Ah, here it is:

And how do you then implement all this in a system? And how do you integrate the various systems?

All these marketing assets, in fact, must also be connected and synchronized with each other so that they function as a system, as an automatic machine.

Not simple, is it?

Then the Marketing division in every company is forced to raise the white flag. Of course, 9 out of 10 times they give up and did nothing but redesign the brochures, organise the participation in the fair, and order flash drives to give to customers.

Sales departments are right when they complain that Marketing “does not help” them (typical whining covertly present in all companies) …

… but do they have any idea what’s behind the practical implementation of a marketing strategy aimed at generating new business opportunities?

Probably not.

And so, in the Marketing division continues to do the best they can do with the time and skills available, and Sales continue to have their useless tools and complain.

But now here’s the happy ending I promised you.

You don’t need to take care of it.

You don’t need to have someone from your internal marketing staff do it (if someone exists): they probably don’t have all the skills they need, and most importantly, they don’t have the time.

You don’t even need to turn to 10 different agencies, each one specializing in its own thing, and that goes on with its own work regardless of the overall strategy that you want to achieve instead.

We can do all this for you.

Do you want us to create a single marketing asset for you?

Or do you want us to create the whole strategy, that is to say, a lot of bricks connected and automated?

Or maybe you do not care about all these complications, you let us deal with them and you just want to receive the final result (e.g. appointments for your sellers or leads in your mailbox).

Whatever your need, we can do it.

Just like a construction company.

Only in this case we build funnels or marketing assets, instead of houses.

Do you want to figure out if we could be useful to you?