Mastering the Marketing Mix: Insights from "Blame It on Marketing" | E8
Ruta Sudmantaite
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Mastering the Marketing Mix: Insights from "Blame It on Marketing"
Welcome back to another enlightening episode of Blame It on Marketing! This time, we gathered a powerhouse team of marketing experts specializing in PR, PPC, SEO, and Customer Advocacy to dissect the intricacies of their respective fields. Whether you're a seasoned marketer or just looking to sharpen your skills, these insights are golden.
PR: Beyond the Headlines
First up was Courtney Glintf, founder and MD at Your Story PR. Courtney delved into the real relationship between PR and sales, stressing that PR isn’t a direct sales driver but a crucial component of the broader marketing engine.
“PR is akin to a sales cycle in general. It adds to the engine rather than being the sole driver.”
She emphasized the importance of consistency and strategic planning in PR efforts. For emerging brands, maintaining a steady stream of media coverage helps build reputation and brand awareness. However, established companies might not need news as frequently, relying instead on their existing brand strength.
When questioned about justifying PR spend without direct sales correlation, Courtney highlighted the broader benefits:
“PR is a brand awareness exercise as much as it is supporting lead generation and reputation management.”
Her take? Integrate PR with other marketing channels to maximize its impact, ensuring it complements rather than competes with other efforts.
PPC: Crafting Ads That Click
Next, Dan Montague, Performance Marketing Manager at Unmind, tackled the common gripe about PPC ads being annoying. He offered practical advice on creating relevant and engaging ads that resonate with the target audience.
“If you're providing engaging content to solve an issue, there's no reason why it has to come across as annoying.”
Dan stressed the importance of targeting the right audience at the right time. Instead of bombarding users with irrelevant ads like the infamous "Hello Granny" campaign, focus on delivering solutions tailored to the user's current needs. He also pointed out the necessity of continuous optimization and creativity in PPC campaigns to keep them fresh and effective.
Addressing ROI concerns, Dan suggested setting realistic expectations and understanding the sales cycle:
“If your sales cycle is 12 months, your marketing ROI might not be visible until the next summer.”
His key message? Patience and strategic investment are crucial for PPC to yield meaningful results.
SEO: Evolving with the Search Engines
Tim Cameron Kitchen, Head Ninja at Exposure Ninja, shared his journey from professional drummer to SEO expert, highlighting the ever-changing landscape of search engine optimization.
“Modern SEO isn’t about manipulating Google; it’s about feeding Google what it wants.”
Tim debunked the myth that "SEO is dead," arguing that as long as search engines exist, SEO remains relevant. He emphasized a content-driven approach, where understanding customer intent and delivering valuable content are paramount.
When discussing the balance between brand and SEO-optimized content, Tim advised:
“Start with the information from the business first. Use the customer’s language and address their needs naturally.”
This ensures that content remains authentic and aligned with the brand’s voice while still being optimized for search engines.
Customer Advocacy: Turning Clients into Champions
Customer Advocacy was brought to life by Ruth Emma, who demystified the concept beyond mere testimonials and case studies. She described it as building genuine relationships and co-creating content with customers to amplify both their voices and the brand’s narrative.
“Customer advocacy is about working with your customers to create something mutually beneficial, not just pushing for reviews or static case studies.”
Ruth highlighted challenges like confidentiality in certain industries but offered creative solutions such as facilitating off-the-record conversations between clients or building community forums where customers can share experiences openly.
She reinforced the value of advocacy in strengthening relationships and generating authentic word-of-mouth referrals:
“If something comes in through customer advocacy like a referral or a webinar shout-out, it’s often more impactful than any salesperson’s pitch.”
The Generalist’s Take: ROI and Realistic Expectations
Finally, Router, the generalist, shared his perspective on measuring ROI in marketing. He candidly admitted the complexities of assigning specific ROI to individual marketing activities, advocating instead for setting overall ROI targets for the marketing function.
“I am very uncomfortable with predicting ROIs on every item in a marketing plan, but I will work towards a yearly target.”
Router emphasized the interconnectedness of marketing channels and the importance of a holistic approach. Rather than isolating each channel, he recommended viewing them as parts of a cohesive strategy that collectively drive business growth.
When pressed about stakeholders' demands for specific ROI metrics, Router advised transparency and education:
“Educate stakeholders on the value of integrated marketing efforts and track overarching metrics that reflect the collective impact.”
This approach fosters a better understanding of marketing’s role in the broader business context and sets realistic expectations for outcomes.
Integrating the Marketing Mix
The collective wisdom from this episode underscores the importance of integrating various marketing disciplines to create a robust and effective strategy. Here are the key takeaways:
- PR: Focus on strategic, consistent brand building rather than expecting immediate sales boosts.
- PPC: Craft targeted, engaging ads and maintain patience for ROI to materialize.
- SEO: Embrace a content-driven approach that aligns with user intent and brand voice.
- Customer Advocacy: Build genuine relationships and create mutually beneficial content with customers.
- Overall: Set realistic ROI expectations, educate stakeholders, and view marketing channels as interconnected elements of a unified strategy.
By blending these insights, marketers can navigate the complex landscape with confidence, ensuring each channel supports the others to drive sustained growth and success.
Stay tuned for more episodes and insights to keep your marketing game strong!
