#51 Multilayered Marketing: How to Solve Algorithms, Track Data, Listen to Your Audience, and Combine the Magic of Online Marketing with Offline Marketing
The Ecom Show · Daniel Budai
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Show Notes
Multilayered Marketing: How to Solve Algorithms, Track Data, Listen to Your Audience, and Combine the Magic of Online Marketing with Offline Marketing
What’s better than one brilliant digital marketer with a podcast?
Two brilliant digital marketers with a podcast having an epic discussion that you get to hear for free!
On the latest episode of The Ecom Show with our beloved host and company founder, Daniel Budai, we’re extending a warm welcome to Ciaran Rogers from the Isle of Wight in the United Kingdom.
Ciaran spent a great deal of his life working for non-profits and in sales positions before he found his true calling as a marketing master, and we’re so thankful for that! It’s an honor to hear Ciaran and Daniel sit down and focus on:
✔️ Going with the flow
✔️ The multilayered marketing approach
✔️ Winning with great CRO
✔️ Writing with a purpose
✔️ The marketer’s toolkit
Stay on Your Toes
The best marketer is the marketer that can adapt easily. The industry changes at a breakneck pace and what worked yesterday might (and probably) won’t work tomorrow. Tools change, platforms restructure, and algorithms evolve so staying ahead of the game is a game in itself.
Ciaran noticed that marketing is coming full circle again, and with the demise of intrusive tracking programs online, data is becoming more of a mystery which obviously makes it harder to repeat successful strategies of the past since there is no way to attribute it anymore.
Real World vs. Digital World
Most of the attention these days is placed on digital channels, but you should never neglect the real world. Word of mouth still reigns supreme, and real-life events have a tremendous impact on digital data, like the time Ciaran saw a client’s rates explode after one mention in the daily newspaper. Since much of the world is still very much analog, it’s impossible to accurately track traffic across channels, which can be frustrating for those trying to improve.
The best approach, according to Ciaran, is a multilayered approach, supplement the real-world marketing you are doing with the web or vice versa. Send out an actual letter campaign in real life to coincide with your online strategy.
Don’t Neglect Conversion Rates
Conversion rate optimization is a big deal, or so we’ve been hearing from practically all our guests. If you can manage to double your conversion rates whether you run an ecommerce store or an agency, you will essentially double the size of your business!
Searching for low-hanging fruit is a great starting point, small actionable tips and an overarching hypothesis on how to improve are crucial if you’re aiming for success. Ciaran even mentioned Making Websites Win, a favorite book of his and an impactful guide on creating a high-converting masterpiece of a website.
Fewer Words, More Meaning
Unfortunately, we live in a time where people hardly read anything. According to Ciaran, more people listen to podcasts than ever, and fewer people are reading articles or blog posts. That’s why he’s paying more attention to the first few words of everything because if you can’t hook someone’s attention with those, there’s no point in finishing your sentence!
Apps like Hemingway and Grammarly are invaluable for Ciaran, helping to cut down on unnecessary words that detract from the message to better serve information to those that need it. It also helps to focus on the pain point, agitate the reader a bit, and suggest a solution!
Tools and Tricks of the Trade
The best advice our guest has to offer: never stop reading or listening or learning and always stay curious. It doesn’t matter how you learn, but you should never settle!
If you’re looking for some other great resources, https://www.targetinternet.com/ has an array of great tools that Ciaran has picked up over his illustrious podcast hosting career. You can take a test and learn what kind of marketer you are (along with how to improve), and listen to tons of great podcast episodes while you’re at it!
You can also find our friend Ciaran on his LinkedIn profile while you’re at it!
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