Cassidy Lewis’ Post

We are growing! As a firm and as a marketing department. I am currently on the hunt for a marketing director that will assist in some of our bigger projects and help manage the best marketing department in the world. If you know someone that has the experience and is interested in working with us have them message me.

There is this enormous GAP between digital teams and marketing teams. Digital teams build sites for Google. But we’re not marketing to Google. We’re marketing to consumers. In the digital teams defense, if the consumer can’t find you on Google you aren’t marketing to anyone. This struggle between what Google wants and what the consumer needs has only worsened as we attempt to keep up with algorithm updates. My only solve to close the gap between digital and consumer is to be methodical about your integrated marketing approach. In my attempt to get back to my emails- You need to “introduce” your consumer to your digital team and then help them build and rebuild your site so that it can be appealing to both Google and your consumer.

I will pick a part an ad/ad copy for “research purposes” and find myself with the product in my cart. The shame.

You’d never consider Burger King to be a healthy or health conscious business. However, with so many foods being GMO or bioengineered Americas scale for health is leaning more towards “real” food as opposed to anything else. BK came out swinging with this ad. It’s the complete opposite of any food ad possibly ever. Nothing about it looks delectable. Still, it is appealing and effective. It resonates with those that have been down the “real food” rabbit hole on social media and vowed to never eat fast/fake food again (or at least limit it). Knowing why your customers are not buying/converting can be just as important as knowing why they are. The BK creative team identified a reason people were not buying their product and addressed it. Problem solved. For a little bit anyway.

Your goal isn’t website traffic. Your goal is $. Your goal isn’t website forms. Your goal is $. Your goal isn’t scheduled appointments. Your goal is $. Your goal isn’t event clients. Your goal is $.

In articles or public speaking engagements I often talk about the importance of vendor management and what it looks like. I am certain I have ruffled some marketing agency feathers. Part of me thinks that if your feathers were ruffled maybeeee... never mind. I do want to make this clear though- I work with agencies and vendors that have helped propel our brand quicker than I could by myself. You have find a good one AND manage them well. Marketers *insert handshake emoji* Vendors.

I was in a mastermind earlier this year when an attorney that was early in his career excitedly reported that he just settled a big case and needed recommendations from more established law firms on what #marketing or #advertising campaign he should invest in. "TV!" "PPC!" "YouTube Ads!" "Billboards are the way to go!" I let the members yell out their answers and watched the attorney quickly jot down notes. After the excitement died down I asked "Have you considered hiring a marketing director?" The room fell silent. I think it was almost out of guilt. Many of the firms in the room employed accomplished marketers or were on the hunt for one. What looks easy is that next advertising spend- the YouTube campaign where you find an agency, you pay them once a month, and hope the cases come in. It *never* happens that way. What consumer research have you done determine if YT is a campaign for you? What HHI do you want to target? Why? Will your ads mirror your brand? Do you have a brand? Who is checking the ad analytics to ensure the ad is doing what it is supposed to do [please don't say the agency] ? Who is ensuring campaign attribution? Any A/B testing? I could go on. My point is that advertising campaigns could be your next spend OR A marketing staff member could be your next investment. Someone in house who cares about the growth of your company, understands your brand, and can execute. Just ya know...consider it.

I know you think you’re following Cassidy Lewis . No. You are following billboard Stan account. Congrats!