What is it?
In our latest episode of Web Profits TV I discuss the cheat/hack/shortcut that every marketer is chasing after.
It’s not what you might think…
I have the next big thing to share with you.
This is going to be the biggest game changer this decade.
And it’s likely going to give you the edge that you’re looking for.
What is it?
Well, it doesn’t actually matter.
In fact, focusing on the next big thing could be the one reason that your marketing is not achieving the results that you’re after.
The next big thing is usually an untested new channel that has the promise of delivering exceptional results, but that may not lead anywhere.
Just think about the Google+ social network, which had the promise of surpassing the Facebook social network.
And where is it now?
I don’t know how many times over the years I’ve seen companies stop something that’s working because it seemed boring to focus on the new shiny object just to see the results plummet.
I think it comes down to people looking for a shortcut to success rather than putting in the hard work.
So what does this actually mean?
Well, there are a few core channels that have been proven to work time, and time, and time again across nearly every industry.
I’m talking search, Facebook ads, content marketing, email marketing, and having a high performance website.
Putting these channels together into a cohesive strategy is what we refer to as the foundation for growth, because when you connect these channels together you achieve far greater results than investing in just one of these channels alone.
Plus, between these channels you can get in front of pretty much anyone.
I think most people are searching for the hack, the shortcut, the thing that doesn’t take a lot of work, whereas, if they just focus on the core channels that work they would achieve far better results than most of their competitors.
So what do you do once the foundation is set?
Well, it’s not a set and forget strategy.
I would constantly be focusing on trying to improve the performance of all of the core channels on an ongoing basis.
From there, you can definitely start experimenting with new channels but try not to get distracted by the shiny new object at the cost of what’s already working.
One of the biggest arguments against what I’m saying is that the core channels are expensive and that might be right, but they’re expensive because they work and so that’s where the ad dollars go.
The new channels cost less because they’re untested and not yet proven to generate a return.
So what next?
Well, if you’re a company serious about growing focus on setting up your foundation for growth before trying to find the next big thing.
And experimenting with new channels is fine, but it shouldn’t come at the expense of what already works.
Hey Paul, guess what? I’ve got the next big thing. It’s going to be huge.
About the show
Web Profits is a full service online marketing agency with over 80 data-driven specialists. Built on a culture of innovative, strategic and intuitive thinking, Web Profits focuses on achieving successful, performance-based results online.
Web Profits TV is our way of helping business owners, C-level executives and marketing professionals grow a business using online marketing, with a particular focus on social media, online advertising, content marketing and conversion rate optimisation. You can use this information to implement the strategies yourself or to help you know what to expect from anyone you hire to do it for you.
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