“Persuasion is achieved by the speaker’s personal character when the speech is so spoken as to make us think him credible. We believe good men more fully and more readily than others: this is true generally whatever the question is, and absolutely true where exact certainty is impossible and opinions are divided.” – Aristotle
Effective Marketing Begins With Credibility
The world is complex and we rely upon others to help us understand it. We choose who to listen to based on a hard to measure trait of credibility. The more trusted someone is, the more credible she is.
Before a company can begin to effectively market themselves, they need to be credible to their customers. There are many ways to build credibility, but the best and most reliable way is to build relationships and demonstrate value over time.
The first step of effective digital marketing is to create relationships which can be built upon and to help deliver value time and time again, matching deeds to words.
Take Bold Actions
Bold actions build trust. An effective digital marketing campaign delivers boldness while mitigating risk. Every marketing effort needs to focus on two things:
- Demonstrating the core value proposition of the company
- Strengthening relationship with the customer
Ideally the campaign does both.
Measure Everything – Report On Key Performance Indicators
Effective marketing requires data. Data driven decisions makes sure the company is on task, working towards goals. Digital marketing allows the company to measure everything leading up to the final point of conversion.
When everything is measured, a massive amount of data is created. This data, without any analysis, is almost meaningless. Final reports need to be focused on established KPIs and the data needs to be used to answer specific questions.
Replicate Success and Learn from Failure
Not every marketing action achieves the desired result. What is important is learning from the action and using the experience to guide future action.
When a marketing action works, then replicate the action to maximize the initial investment in the campaign.
The Francis Digital Marketing Difference
My marketing focuses on building credibility, being bold in action, with clear actionable reporting and campaigns guided by best practices and built upon successes.