The Orchestra Of Marketing
Aug 20th, 2008 | By Kevin | Category: Featured Posts, make moneyIf you're new here, you may want to subscribe to my RSS feed with Feedburner. Thanks for visiting!
Laura and I had the opportunity to enjoy a benefit concert with the Utah Symphony for The Road Home, one of the largest homeless programs in the country here in Salt Lake. While we were enjoying the concert, one thought came to mind, that our marketing needs to operate much like a symphony.
As the various instruments were “warming up” when we got there, it sounded like a complete mess. It actually gave me a headache trying to think with all that noise as they were tuning up and everyone playing in their own space. I don’t know how they do it. But then just before the concert they took just a few seconds for everyone to get in tune with one another, and from then on it was pure harmony.
This is where “The Orchestra of Marketing” comes in. In order for our business to be successful, everything must be working togethor. Simply putting up a webpage is not enough, you need traffic. Even if you have a website and a ton of traffic, your still dead on the vine if you don’t have an offer to give your visitors. Lastly, that offer must convert or you will remain with no sales.
Your web-based business is a symphony of parts. when everything is is in place, and in tune, it creates pure joy.
Here is Orchestra of Marketing:
- Your Campaign
- Your Creative
- Your Keywords
- Traffic
- Your Salesletter
- Your Product
- Your Offer
- Your Order Page
- Your Payment Processor
- Your Fullfillment
- Your Follow Up
There are even more parts to the symphony of online marketing, but that list gives you the core parts. Each one of those provides an opportunity for testing, tracking and improvement. Each touchpoint for your customer is an opportunity for you to improve your profits.
One of the emails I got this week was examining what successfull marketers have in common. The answer was they all test, test, test.
What are you testing now?
What could you be testing in the list above?
Kevin
Originally from Wisconsin, I moved out to Salt Lake City over ten years ago on a six month software development contract. I now have over 15 years in software development, and was introduced to internet marketing back in 2003. During the wild west days, are business focused on content sites for Adsense revenue. As it became harder and harder to keep up with the search engines, our business has evolved, and forced us to focus on building lists and creating products. We now have a list of about 5000 interested in goal setting, and a small internet marketing list of about 500.
I definately believe that tesing and checking things as you go along is the right way to go. A famous marketing professional said many years ago that marketing is like an orchestra, so I´m familiar with this idea. Eveyone must realise this for themselves at some point or another and if they have any sense, will integrate the revelation into their business model. Having played in many orchestras myself, I can tell you that it is one of the most satisfying feelings, sitting on stage, playing your part of the music, which magically fits into all the other parts. It runs smoothly when everyone is aware of everyone else, but they also need to have learned their own parts of the music. So in relation to marketing, you´re right.. everyone needs to do their job, but at the end of the day, each of the tasks fit into the bigger picture and has to run the company as a whole.
Lena