5 min read

Running fast in marketing

Running fast in marketing
Written by
axel antas-bergkvist
Published on
January 19, 2022

Yes, you can make it look like an overnight success. You can be  creative enough to make your marketing go viral, but do you feel  comfortable enough to put all eggs in that basket? Perhaps you want an  adrenaline rush from presenting a viral-driven strategy to the board of  directors. For those of us that need to play it safe though, there is a  battle-tested way to outperform the competition: Build & (Continuously) improve your foundation.

Identifying your foundation channels:

What has worked in your industry before? What are your competitors  doing? What aren’t they doing? What have you yourself been successful  with before? When you’ve identified the channels that you want to go  after, try them out and see which of them works for you. Get really good  at the ones that do, and then find people that can continue improving  and perfecting them. By having deep knowledge of it you will have an  easier time choosing the right person for the task and you can set the  performance bar much higher.

How many channels should my foundation depend on? I have no  idea. Try them out, do it well, and be quick on evaluating and be ready  to cut loose. You don’t want to spread yourself too thin, but having too  few can result in future risk. If you have the resources and can find  specialists you can go broader, and vice versa.

Improve what you own

The channels you find will all have one thing in common, they all  lead to your property. Now, whenever you improve a channel, let’s say  Adwords Search Network, you get a 1:1 output. But you also run LinkedIn  Ads, you do SEO, you probably do social media. They all lead to your  website, so time spent optimising it should equal an even higher output.

In which order?

If you’re alone, and can’t squeeze in freelancer costs to your budget: start with bringing your property to a good standard. You shouldn’t have the time to make something great yet, but you can’t afford to have something that is bad.

If you have the resources, do both parts simultaneously, you will  never be finished anyway. Find a good web agency and let them create and  launch a first version data-driven design as soon as possible. Don’t  get bogged down with revisions back and forth – chasing perfection – get  a baseline up and running fast.

In the meantime you focus on identifying the channels your foundation will rely upon and finding specialists that fit the need.

What then?

– Yes, that’s right. You grind it out. Wax on, wax off.

You improve it every day. You make it shine. You try out new  techniques and go vertically deep. You aspire to be the best in the  channels you rely on. Double down on what works, and remove everything  that doesn’t perform as well at the same investment of resources.

When you have your foundation in check, venture out into the unknown: Experiment, fail, recuperate, reflect and repeat.

Why go on crazy ventures when my foundation is good? Longevity,  you never know what tomorrow holds, your foundation might become  obsolete a quarter from now, prepare yourself for external forces.

That's a wrap.

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