Five words about rational marketing
Brian Nuckols Marketer, United States of America
Making our big ideas accountable
Recording, trusting, and acting on evidence. Practicing the subtle art of obtaining knowledge about reality that is as close to accurate as possible.
Luckily, I do this for myself and clients, and will happily share my process with you today.
First, define what data is relevant.
What do you want to accomplish with your website? It may be helpful to start with why or remind yourself how you solve problems.
From there, we just have to break the journey your customer takes from hearing about you into all the micro conversions that add up to a purchase.
Conveniently this leads into our next step.
“The man who is aware of himself is henceforward independent; and he is never bored, and life is only too short, and he is steeped through and through with a profound yet temperate happiness.”
– Virginia Woolf
Identify where this data is
Grab a notebook.
It could exist in AdWords, a social media account, or a data management platform like Google Analytics.
With most of my clients, we start with a spreadsheet or just a brain.
Business intelligence is no longer just for the Fortune 100. I encourage you to think creatively.
Rational marketing is a smart choice! – Annynomous
Activate data to inform creativity.
It’s time to embrace restriction. So, we find out that listicles are the most read content on the internet.
Get over it.
How can we experiment with that form in ways that are unique? Think deeply about the results of your data collection, and fight the urge to generalize and follow conventional wisdom.
Why are listicles popular? Is this a universal axiom of the 21st century? Can we model the idea behind this form of content, and do something different?
That’s all for today.
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