I hate to break it to you, but what worked a year ago in your marketing strategy won’t work today.
If you’re feeling frustrated that you’re not seeing the same results from the same strategies that were crushing it last year, I want you to know you’re not alone.
The reality is that the digital marketing world moves at lightning speed, and what worked a year ago will not cut it today.
There’s this marketing myth that once you find success you’ve made it and your progress will never go backwards.
But that’s FAR from the truth.
If you’re not continuously adapting to the changing digital marketing landscape, you will not maintain your momentum.
In today’s episode of the Not For Lazy Marketers Podcast, I’m going on a bit of rant to call out the CEO’s who aren’t willing to step up and adapt, and hitting on:
- Why putting the blame on your team isn’t the solution
- When it might be time to revisit your offer
- How to fill in the gaps in your foundation
You can’t keep relying on last year’s strategy to boost this year’s profits.
Shoot me a DM on Instagram (@emilyhirsh) if today’s episode leaves you feeling called out and compelled to take action!
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READ THE EPISODE TRANSCRIPT
Hello my friends, and welcome back to the podcast. I hope you’re all having a fabulous week, productive, good week. I cannot believe we are in March, like almost through the first quarter of the year. What in the heck? Crazy. I feel like I’m going to be saying that all year. I was saying that all last year, but it’s just insane how fast time goes. And as I’ve built my business, I’ve realized how quick a month is. You have all these goals in a month or even a quarter, and it just goes so fast. So you have to start looking at things in so much long-term as you grow.
So today’s episode, I want to talk about the experience that you’re creating for your leads and your audience, and just kind of a way to consider and look at your marketing, but also your product delivery too, and your business in general and what you’re creating for your audience, and how to view that as an experience versus as a product or yes, an end result. But how are you getting to that end result? And one of the reasons I am doing this episode came to me to talk about this was I was talking to a friend about the female CEO who became the youngest billionaire self-made billionaire. She’s the founder of Bumble, which is a dating app where the concept behind it is basically, as I understood, I have never used it, but the concept behind it is that the woman reaches out to the man. And so they make the first move and I was having this conversation and then I was like, oh, you know, the people who become the billionaires the fastest are in the tech industry. And I was just talking about, you know, gosh, I should create a software, like whatever, just they’re just like throwing that out there. And he was like, well, it’s not about the software. It’s the experience. There’s so many dating apps already out there. The experience for the user of the dating app is what made her so successful.
And I was like, oh, you’re so right. It’s not about the product you create, or the fact that you are doing a webinar, or the fact that you do a video, or you create anything, your product or your marketing strategy is not just about that and even just about the content in it, or the end result of it, or the product that you put out and that end product that you’re giving. It’s not about that. It’s about the experience you’re creating. Then we started talking about, I guess it’s Domino’s pizza. I’d never eat pizza, but they were doing really bad and then the new CEO created this app, I guess where, you guys probably know I don’t, but you can watch your pizza getting made. So it’s like, Jim is putting your pizza in the oven. Jim is taking it out. And it exploded their stock and their success again. Same like they’re just delivering pizza, creating pizza. They’re like any old pizza company, but they created a different experience and it blew up their success.
And so my challenge and kind of conversation in this, and what I’ve been thinking about in my own business is about that experience. I have said this for a long time, that you should view your marketing, your customer journey, and your funnel as an experience. Remove the boundary and the barrier that you sometimes will have about, oh, it’s a funnel and it has to have all these steps in these emails and all of those components. Yes, you need those, but get down a level deeper and ask yourself, why are you creating follow up emails? Why are you creating a webinar in the first place? Why are you running ads? Why are you creating content? You’re doing all of those things to create an experience, to create a connection with your audience.
Same thing for the actual product or service, or offer that you sell. Yes, people want the problem that you solve to be solved. They want that result. They care more about that than the information for sure and that’s why they’re buying it from you. But they will keep coming back, they will talk about your company, they’ll talk about your offer, they’ll talk about what you sold them, if you create an amazing experience. And that is what really creates a very successful business, because if you’re worrying about just being like the only one who does this, or the only one who does that. That’s one way to stand out, but another way is also to create an experience like nobody else can do.
So I like looking at this from your product, but let’s look at it from just your marketing strategy. So if you look at your marketing strategy as an experience, and you literally just ask yourself, what does somebody who has no idea who my brand is, who doesn’t know who I am, who doesn’t know what I sell, who doesn’t know the product I have, but is my ideal customer, what is the experience I want them to go through? What kind of content, what kind of value, what experience? If it’s a challenge, or a video series, or a webinar, what is that experience I want them to go through and how can I create the best, most innovative experience that will stand out from all of the other offers that are put out there?
And I have done a podcast in the last couple of months about innovating, and being different, and how do you challenge the status quo? I think this ties in really well, because if you can just ask yourself in your marketing how do I create the most amazing experience for my leads, for my customers, for my audience, and really be different than everybody else, but be different in a way that’s not just to be different, but it’s a way to serve people even better? That’s the reason why you are doing it is not just to be different, but it’s to serve people in a better way, a different way, and question that and really try to work that into your marketing.
Like I said, understanding, okay, if I’m doing a webinar, why am I doing one and what experience do I want this audience to have? Who’s going to take the time to listen to my webinar? Or let’s say you have a physical product. What kind of experience do you want people to have when they’re on your website shopping for what you sell? Do you want it to be just boring? Like just templated, like everybody else’s shopping store, or how can you make it a different experience and do that with the images you have, the verbiage you use, the way you lay products out? All of those things play into the experience that your lead has. The companies that do really well are very innovative with that experience they create at every level that they have communication or a touch point with their ideal leads and customers.
So it happens also before the product. So in this conversation with my friend, we were talking about, you know, the companies that have done really well created a better experience, but that was the end result product. But I took it to the next level and expanded upon, well, it’s not just the product, it’s also the entire brand. It’s the entire branded experience from their marketing, to their social media, to the way they email. lt’s that whole brand experience. Like, what is that? What do you want people to feel too? Do you want them to laugh? Do you want them to feel connected? How are you going to do that through every touch point of your brand, whether it’s a free video, a lead magnet, a webinar, a website with all of your products, next listed a podcast, your actual product, any of those things you’re creating that experience and that branding. And so what do you want that to be, and making sure you’re clear on that.
Anytime that we, for example, we just recently updated our application because we have our new lead generation offer. And anytime that happens, we don’t just say, oh, we have to update our application, here’s three tasks. We think about what’s the experience that we want people to go through in this application to be as clear as possible about what they’re getting and what we’re trying to communicate to them, and getting them to that end result. So I think about all of my marketing, all of my content, and my delivery in how to create the best experience. And then it’s not just the best experience, it’s also, how do you create a different, even better experience than anything else out there? I mean, if you think about, if you think about pretty much any successful company, it wasn’t that they were the only ones. It’s that they were the best. They were the top.
If you think about Facebook competitors, are you kidding, MySpace? Like there’s so many people, even after they started, before they started, who tried to do what they did. They had the best experience from every touch point for their customers, Amazon, same thing. And now at this point, they’re so big that you can’t do better than them. I mean, Facebook will be around forever. It’s too big. Unless there’s some government shutdown or something, it’s too big. It will be there forever. They created the best experience. And I oftentimes see entrepreneurs like worry about, oh, well, there’s other people offering what I’m offering and I’ve got to think of something completely different. You can still solve the same problem as other businesses, but you need to solve it in the best way. You need to be the best.
So keep asking yourself, how do I be the best? How do I give the best experience? How do I create a different, but better experience? We’re not just creating different to be different. We’re creating different because we’re going to do it better. We’re going to do it better than the status quo, better than everybody else is doing. And then we’re going to go out there and create that experience. People eat that up. Your audience will eat that up. Not only will that stand out, but it will build that connection with them way better than if you have a templative strategy or a template of delivery of your product. And so you’re probably sitting on opportunity right now, whether it’s in your marketing, or in your content, or in the actual delivery of your product, or in your branding, or your website, whatever, you’re sitting on an opportunity to create a better experience. This is where I always am pushing focus. Focus on one product, one business, one ideal customer, because there’s always opportunity to improve that experience for that customer, to improve what you already have to take, what you already have to the next level.
So that is what I’m challenging you guys to think about today. What is that experience? Ask yourself, what is that experience that you want, somebody who has no idea for your brand, that first time that they come in contact with your brand, what is the experience you want them to have? What do you want them to feel? What do you want them to think? What do you want them to come to a conclusion about your brand on? And does every piece of content and touch point where somebody could come into contact with your brand, represent that experience? And then what does that experience you want the lead to have, who is signed up for something of yours who has had that first touch point and now taking their first action and actually committed to being on your email list or visiting your website? What is that experience you want people to have from every email you send out, to the actual experience of scrolling your website? Do they understand that? What is that experience? And then your customer, what is the experience you want your customer to have while you solve that problem for them?
And these are little details that make a very big difference in your overall brand and growth of your company, because this will directly impact your company’s growth, the number of customers you have, and people who are talking about your company. And that’s one way that you can grow very quickly is yes, you use ads to get the initial touch point, of course, and new customers, but you also want to make sure those customers are not only coming back, but they’re talking about and sharing the great experience they had with your brand. So what is that experience for your leads for your audience, for your customers, and how can you improve it? How can you make it even better to serve them even better?