The Great Wall of China is an architectural feat that still amazes people to this day. Each brick was molded by hand and then transported in wheelbarrows, on workers’ backs, on camels and horses, and so on. It took them 300,000 soldiers, countless townspeople, and over 20 years to build the first iteration of The Wall.
But think about all the time, money, and resources the Qin Dynasty could have saved with trucks, forklifts, and an assembly line. An infrastructure engineer hypothesized it could take as little as 15 months to build The Great Wall with modern technology.
Ancient Chinese engineers didn’t have that choice, though—because they didn’t have modern technology. But you do. Doing your marketing without automation is like voluntarily building The Great Wall without factory-made bricks. Hand molded bricks work fine, but using an assembly line leaves you time to focus on the engineering (i.e., your marketing strategy) rather than the manufacturing (i.e., posting daily, sending emails every week, etc.).
When COVID-19 first impacted the U.S., “The Late Show with Stephen Colbert”had to go without an audience. In lieu of laughter and cheers from an engaged crowd, Colbert told his jokes to an empty room—and, as empty rooms do, it didn’t laugh or clap back.
But just because Colbert couldn’t get feedback from a live audience, it doesn’t mean his viewers weren’t enjoying his content. In fact, people were still watching Colbert’s show as much as they did pre-COVID-19.
The reason? With or without feedback, good content is good content. Colbert’s target audience continued to enjoy his show, laugh at his jokes, and probably clap the way they used to—whether he saw them doing so or not—because the content was still good. Good content doesn’t rely on feedback because it’s focused on what the client wants, not what they bring to the transaction.
And that’s good news because tech giants like Apple and Google have started prioritizing consumer privacy. This means our marketing efforts may yield less feedback at certain stages of the sales funnel. We won’t be able to track email open rates, click-through rates, and other metrics as accurately as we once did—but that doesn’t have to mean the end of lead generation.
“What I appreciated most from Robert Sofia is all the examples that he set out to put in the book because I felt like I was going back and forth from Googling stuff to going on Youtube and watching the marketing campaigns that he talked about.”
One of our values at Snappy Kraken is continued education, and in the Marketing Department, part of that means each of us presenting a monthly book review.
Not all of the books we review will make it to a blog post, because not all of them will be relevant to Financial Advisers, or marketing as a whole, but all the videos will be up on our YouTube channel.
The reviews will be around 10 minutes, which by no means is enough time to cover every aspect of each book.