The Best Marketing Strategy Produces the Worst ROI

People love measuring marketing. Everyone loves Google Analytics. Everyone loves Google Data Studio. If you spend a dollar, you want to make more than a dollar, right? But if you focus your marketing efforts only on things that produce a direct ROI, you’ll struggle to build a multi-billion, if not even a multi-million dollar business.


Here’s how you can grow your brand. It all starts with the rule of seven. When someone sees or interacts with your brand seven times, they’re much more likely to evangelize it. So I’m going to give you some tips that’ll help you with the rule of seven.

The first is, leverage all the major social networks out there. Facebook, Twitter, Instagram, LinkedIn, the list goes on and on. Whenever you’re posting content on one, you can post on another. You are probably watching this video on either YouTube, LinkedIn, Twitter, Instagram, or TikTok. Can you guess what’s familiar with this video? It’s the same video pretty much on all the channels.

On the flip side, if you don’t do that, you’re not going to get as many eyeballs. Now, another channel that you can end up using to help with that rule of seven is email marketing. When someone goes to your website, collect that email. I have another video that I talk about here, email list is that ATM, that digital ATM. Every time you send out an email, you can make money.

So collect those emails. It is true, it’s one of the best marketing channels, and it’s a great way to keep being in front of that audience so you can get there seven times. Another channel for you is SEO.

Create blog content, that text-based content. By creating that text-based content, when people do searches, they’ll find you. Maybe you can also convince them to be on your email list and then get them back. And then from emailing, you can ask them to follow you on the social web.

Then I would also start collecting phone numbers, follow up via text message. People open up text more than they open up email.

Another channel that I love is push notifications. Through browsers, people can click a button and subscribe and then you can send them a notification. The click-through rates aren’t as great but it still helps with the rule of seven. In essence, think of most marketing channels, whether it’s paid advertising, or organic or non-paid, leverage as many as possible.

Heck, you can go live on social media, you can create a podcast, it’s up to you, but the more channels you leverage, you’re going to more likely get in front of your target audience seven-plus times.

Now, keep this in mind, don’t add all the channels at once. Do them slowly or else you’re going to burn yourself out. When you’re creating content for social, republish that content on most of social profiles that it works on so then that way, you’re getting the most out of your content.

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