How did this marketing strategy remix idea come about?
I liked an Instagram Gallery of golf pics and subsequently lost a week’s worth of free time.
Because after I liked it the guy that took the pictures, Landon, followed my Instagram profile.
Landon subsequently slid into my DMs behind the question, do I offer website management?
Come to find out, Landon drove over to Preston Country Club to take new pictures of the course while, of course, playing a round of golf.
But Landon was likewise sharing his images with the Preston Country Club team and he mentioned that a website update may be in order to accompany the new images.
I took a look at the link Landon shared and immediately cleared my schedule of all non-emergency appointments.
I wrote off the free time because I agreed with Landon. Plus, I was interested.
Even as I turned the question over in my mind the first few dozen times, I grew increasingly excited at the prospect of creating this media for my business.
Because I knew how I’d lay out the strategy understanding the limited amount of data at my disposal.
Any missing puzzle pieces make this thought exercise even more of a challenge for me than normal.
Plus, I’m sharing it publicly, which is always scary.
I likewise realized the best way for Landon, or anyone else, to understand how I’m different, was for me to paint the picture for them of what my marketing strategy would look like in practice.
And my marketing strategy remix was born
My marketing strategy remix is built upon a fundamental marketing strategy that coordinates the website, the email list, the FB Fan Page, FB Biz Manager, FB Pixel, and the FB Ad Account.
For you marketing nerds in the audience, the marketing strategy is a digital take on the customer intimacy marketing strategy of yester-year.
The current website functions as a source of information.
Few foundational actions I’d take
- Improve and even cater to the mobile experience
- Make sure Google Analytics is installed as well as a Facebook Pixel. which would be tied to the Preston Country Club page.
- Make sure the domain is setup with Google Webmaster Tools
- Setup Facebook Business Manager and create a Facebook Ad Account to run ads.
- Add an email signup form (I’d use Convertkit) to strike up an email conversation with golfers, diners, and members.
Remixed website plays its role in managing consumer attention for the benefit of Preston CC.
In 2017 and beyond, marketing spend for a really small business MUST manage consumer attention toward marketing goals.
I break attention up into the act of getting attention as well as, the harder part, keeping attention.
The goal of the Preston CC website should be connecting with golfers, diners, and members within driving distance.
And by connect, I mean building long-term relationships with each POV based on giving the people what they want from the business, when and where they expect/want it.
With the understanding that the long-term relationship plays out most intimately in our email inbox.
So in the demo site I threw together on my Rainmaker Platform reseller, the focus is giving visitors what they want asap AND making the logical next step be their joining the PCC email list.
The direct relationship between PCC and their audience is a huge business asset.
So it’s not passive.
Nor is audience ever eligible to be set and forgotten.
Audiences are monetizable and, more importantly in my view, audiences are actionable.
The deeper the audience connection, the more of a valuable asset the audience relationship becomes.
Pau Gasol: 20,001 career points
BAO: 20,002 preorders pic.twitter.com/jkybNhXxar
— Shea Serrano (@SheaSerrano) October 7, 2017
Example #1 in my mind? Shea Serrano.
I adore that dude. I adore his writing. I adore his family (Younger Jeezy included) as a part of his story on Twitter.
I adore his sense of humor. As well as Shea’s innate ability to inspire an audience of adoring people.
You root for Shea or you suffer the wrath of the FOH Army.
You don’t have to love NBA basketball or rap music to love Shea (though both help).
Because audience is earned, not given.
Earned via educational/entertaining media that PCC creates, publishes, and distributes through their website, social profiles, email broadcasts, as well as other paid channels.
The media’s message gets the attention and the email conversation keeps the attention.
This remix focuses on/caters to three points-of-view, or perspectives:
Why those three POVs?
Because for this remix, I identified those as the three primary problems for which Preston CC sells solutions.
What if you want to add more? Possible or no?
Add as many as you want but understand all that each entails to begin and then followed by at minimum monthly maintenance in perpetuity.
How do the pieces work together within the marketing strategy?
The goal of the website is to simplify the experience for visitors. IE, give them what they want when they want it and be helpful.
Focus on the three primary points-of-view the facility serves.
In a final version of the website, the CTA’s across the site would mirror the one for being notified of future marketing remixes, but each of those CTA’s would be specific to one of the aforementioned POVs.
The Facebook audiences I’d focus on for future ad spend
- FB Audience 1 – All visitors to the website in the past 180 days
- FB Audience 2 – Visitors to the /golf/ page in past 30 days
- FB Audience 3 – Visitors to the /dining/ page in past 30 days
- FB Audience 4 – Visitors to the /memberships/ page in past 30 days
- FB Audience 5 – Visitors to the /golf-list-success/ page in past 180 days
- FB Audience 6 – Visitors to the /dining-list-success/ page in past 180 days
- FB Audience 7 – Visitors to the /memberships-list-success/ page in past 180 days
But keep in mind, the ads I would run would not be to a sales page or discount. Rather I’d use the ad spend to get new eyeballs on the media the course created.
I’d pull together a series of tip videos into a 101 course for improving your scoring. It could focus on visitors to the /golf/ page, who aren’t a member of Audience 5.
And you could filter from the course location, so only those golfers within driving distance will see the ads in their Facebook feed.
Because it’s the media that attracts attention via search, social, or ads
Here are a couple of ideas off the top of my head for Preston Country Club in Kingswood, WV to get the attention of golfers within driving distance:
- A vlog featuring the facility, over time tell the story of the property from the voice of the PCC Board or one figurehead person/mascot
- Vlog episodes as a format feature slick editing, the right mix of drone and timelapse footage, all to accentuate each episode’s story.(1)
- Series of video tutorials, shot on grounds, teaching how to improve scoring
- Series of video tutorials, shot on grounds, teaching training drills to improve specific areas of their golf game
- Tell short stories of your members, including a vlog like segment telling their story using the facilities for golf, dining, and/or entertaining.
- You could test out Jon Loomer’s strategy of using 60sec videos without dialogue to teach scoring tips, drills, and the rules of golf to viewers
The marketing strategy should focus on customer intimacy over a long-term relationship
Setup an email system to educate subscribers about PCC’s offerings, while simultaneously learning about the subscriber to speak more directly as the relationship matures.
In my experience, success is about being true to yourself.
Owning/loving your true self.
And this applies to brands looking for success in 2018 and whatever lies beyond as well.
Build your own audience and protect that direct connection with your life.
Because audience is increasingly the oxygen of success.
Especially in the case of the really small organizations, aka 1-10 employee organizations I work with.
My passion is growing minnows into whales over our long-term relationship.
(1) – Casey Neistat’s version of 3 act play: Setup -> Conflict -> Resolution