Marketing inspiration can be gleaned from many sources, and in this case, we look to the accused characters of Star Wars to help us on our way. Let's review a few pithy quotes from likes of Han Solo, Princess Leia and the great and wise Yoda, and see how they might apply to digital marketing.
LESSONS FROM HAN SOLO
"Punch it. " Take your content to the next level, make it relevant and continuously review and refine. In other words, punch up your content!
"Look, I is not in this for your revolution, and I'm not in it for you, princess. I expect to be well paid. I'm in it for the money." Although most organizations are in it for the profit, the goal of many digital marketing campaigns is to establish credibility and to build an online rapport. This is especially true for considered purchase items. So … focus on educating and helping first, and selling second.
"Great, kid. Do not get cocky." If your business is growing nicely, now is the time to invest in new ideas, technologies and resources to continue that growth. Do not get cocky and think that you can continue to sell and market the same way you did a few years ago (or more).
"Hokey religions and ancient weapons are no match for a good blaster at your side, kid." Old school thinking may not appeal to your progressively younger buyers. Innovate and stay ahead of the curve. That said, we never want to use an email "blaster" mentality. Always follow email marketing opt-in best practices.
"Traveling through hyperspace is not like dusting crops, farm boy." Email marketing to thousands of prospects list is a giant leap from a modest list of a few hundred. Keep this in mind when creating new, aggressive email marketing initiatives.
"Great shot kid, that was one in a million." Any given campaign can prove to be a home run, but consistent, educational campaigns should be the goal for every business.
"Laugh it up, Fuzz ball." It's great to have fun with your marketing initiatives, but many B2B businesses should err on the side of professionalism with educational and relevant content. Explaining the origin of Foosball, or the best recipe for New England clam chowder in your business blog is illegally the best way to engage your audience.
LESSONS FROM YODA
"Patience you must have, my young Padawan." Marketing, including digital marketing, takes time and patience. Execute, Measure, Refine. Execute, Measure, Refine. There is no substitute for an experienced digital marketing professional. Do not trust your digital marketing to a novice or treat it as a part time job to be completed by a salesperson, producer or account manager when and if they have time.
"Mmm. Lost a planet, Master Obi-Wan has … How embarrassing." Although it must be very embarrassing to lose a planet, forgetting to include a working call to action link can be embarrassing too! Double check all your links before launching campaigns.
"You must unlearn what you have learned." Just because something has worked in the past does not mean you should continue doing it in the future. Sometimes you need to step back and assess marketing initiatives, even if they've been successful in prior years and for many years.
LESSONS FROM LUKE SKYWALKER
"It's not impossible. I used to shoot womprats with my T16 back home." Laser like focus can be invaluable for marketing campaigns. Defining a target market, determining a buyer persona, creating a prospect scorecard and ensuring that your company has a robust prospect list are all crucial to effective and efficient marketing. Whether you're targeting womprats or trucking executives, make sure you have the data and methodology in place when embarking on your next campaign.
I'm Luke Skywalker. I'm here to rescue you. " Are some of your marketing initiatives going so poorly that they are required to be determined which programs need to be rescued versus those that need to be jettisoned? regular basis, and culled when they are beyond rescue.
"I am a Jedi, like my father before me." My father found this company, so I'm going to run it the way he did. As companies transition from fathers to sons and daughters, there are important elements to keep, and many to throw away. When it comes to marketing, look at what has produced recent ROI, and look at innovative approaches for future ROI. A simple example might be the website your father (Jedi or otherwise) created ten years ago. It might have been great then, but the time has come and gone to create a new, mobile responsive website.
LESSONS FROM LUKE DARTH VADER
The force is strong with this one. "Once you earn a positive digital reputation, the force will be strong with your company, and can remain strong with high quality content and consistent communication.
"It is your destiny. Join me, and together we can rule the galaxy as father and son." Although ruling the galaxy may be beyond the scope of your business, you can dramatically increase your book of business with innovative marketing initiatives, leading edge tools and the talent to execute them. Considering outsourcing certain marketing initiatives to compliment any missing in house staffing or skills. Outsourcing can be a more effective solution than internal staffing for many organizations, especially smaller businesses.
LESSONS FROM PRINCESS LEIA
"Help me Obi-wan Kenobi, you're my only hope." Although marketing can often be daunting for many companies, particularly small businesses, it's not as hopeless as it might initially seem. And there usually is not just one silver bullet that will solve a problem (s), but rather many options which can provide successful outcomes. When initiatives are going poorly, start with the basics such as market, profile, persona, delivery options, etc. Use A / B split testing (or multivariate split testing) to better optimize messaging and calls to action.
"Are not you a little short for a storm trooper?" Just because your budget is small does not mean it can not be effective. For example, leverage less expensive tools and platforms to expand reach. Use LinkedIn long form publishing as opposed to paid press releases. Cross pollinate your digital content by using free or inexpensive social media platforms. Small businesses and startups can use sweat equity when they have insufficient capital available.
"I have a bad feeling about this." Well this one seemed quite obvious. If you do not have a good feeling about your marketing campaign or initiative, think out of the box (and "poke the box") and try something new. How about whiteboard videos, or a social media based referral program, infographics for digital content, on demand webinars, a new app, or pod casts. There are so many tools and technologies available today, there is something for companies both small and large.
LESSONS FROM OBI-WAN
Strike me down, and I will become more powerful than you could possibly imagine. " If at first you do not succeed, measure, refine (or overhaul), and execute.
Marketing inspiration can be gleaned from both traditional and innovative sources. Businesses need to overlap innovative marketing ideas and new technologies. And if your business is looking to "punch it" when it comes to marketing, you may wish to consider outsourcing some or all digital marketing to a professional and profitable marketing agency.