How to escape your digital marketing mess

When you can’t see the internet for the trees

You’re surrounded by opportunities. Every day you hear another success story. Your inbox is full of products and services promising to improve this and streamline that.

But it’s like the proverbial forest. You can’t really see it because there’s all these “trees” in your face…

Do you boost your search? Or do you boost a post?

Apparently ecommerce is booming. And you need to start a podcast, like six months ago.

Mobile and local search are fuelling the rise of local business.

Are they?

And where are all these digital natives?

You’ve got a website. You’ve got a Facebook page. Isn’t that enough?

Website visitors come and go. Just like apps and startups. (Am I supposed to be on Clubhouse now?)

Churn and burn.

But is any of it helping your business? Or just creating more work and more stress? 

Wouldn’t it be easier to just shut it all down and take a breather?

Well, yes, it would be easier. But, you didn’t start this business because you were looking for easy.

Too many options and no idea

Most people start a business to have more control over their time, to build something bigger than themselves, to give back. And if it’s not too much to ask, to provide a little something for their family. 

So you enter this internet thing because that’s where the answers are supposed to be, but it’s a nightmare.

Now instead of having no idea, you’ve got too many ideas. There’s all these strategies and tactics and experts and apps. And it’s hard to know where to begin.

The thing is, if you want to find your way out of this forest, you don’t need more stuff.

There are a million and one marketing tools and tactics out there and you don’t need most of them.

What you need is a map

With a map you could find a path through the trees and out the other side.

I was trying to explain this the other day and that’s when I came up with this simple sketch to explain how you can make the most of digital marketing without getting caught up in the tactics.

Your C.O.R.E. Strategy is the map that keeps you on track

Firstly, there’s your Customer. There’s something in their way and they want to get to the Outcome on the other side. Then you come along and help them, by building Rapport and you Enrol them on the journey to success.

(C)ustomer

Start by asking ’Who is my Customer?’ Not just their age and postcode, but deeper stuff like what do they believe? And what is hurting them right now?

(O)utcome

Then ask yourself ’What Outcome or result do they want?’ Don’t fall into the trap of thinking about ’How do I sell more products?’ Go the extra step to figure out how your customer benefits. What problem do you actually solve? What is life like when that problem has gone away?

(R)apport

Next you have to meet your customer where they are. They’re looking for someone they can trust. Showing that you understand their pain will help build Rapport. Talking about how great you are won’t.

(E)nrol

The buying process is a journey and there are many steps. Just focus on the next step so they’re clear where to begin.

Less tactics, better results

There are so many tactics out there. No wonder we all get a little confused and a little lost sometimes. But as you can see, it’s not about the tactics or the apps or any of that.

Hopefully this gives you a different way to look at things.

By focusing on your customer and what they truly want (rather than what you do) you will earn more trust and get more people what they really need. When you develop a reputation for delivering results, you won’t need to worry about tactics anymore.

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Photo by Johannes Plenio on Unsplash