Seven Spheres of Principled Marketing
I have discovered that there are 7 areas a full-service marketing firm needs to have at least a basic level of competency in order to be successful. On the one hand you have targeted marketing firms who specialize in one or two of these areas, but their customers have to piecemeal together a marketing plan from multiple providers in order to get a comprehensive system in place.
For lack of a better word, and to give you something unique to Paul Davis Solutions to enter as a search term, I am calling these areas The Seven Spheres of Principled Marketing. You don’t have to do Principled Marketing to do one or all of these spheres, but these show how we provide comprehensive marketing services as part of Principled Marketing.
First 3 Spheres – Types of Content
Audio Content for Marketing
Audio marketing includes the traditional audio media like radio and physically recorded copies. It also includes internet ready sound media like podcasts. The audio sphere of marketing is essential if your target market has time to listen but not to read. For example, professional drivers, laborers, and contractors all listen to music, podcasts, or even radio during their workday. If you target people who work in these types of markets, the audio marketing sphere should be one you use first.
Video Content for Marketing
Video marketing is incredibly diverse and is currently the fastest growing of the marketing spheres because Facebook and YouTube are competing over the video market. I recommend and use video for all my marketing plans, even if it just simple slideshows with voiceover and music. Besides the fact that video is being pushed by Facebook and YouTube, there are several reasons to use it in your marketing.
Video provides a face for people to see and associate with your business. It also gives you the opportunity to add visual and audio elements to your marketing (running a sound track from a video is an easy way to add audio to your marketing). With affordable transcription services, you can take a single video and turn it into written, audio, and video content. Add the fact that social media platforms all love video right now and people watching videos on your site spend more time on your site (something search engines are looking for), and video done well gives you marketing content in potentially all 7 spheres, and usually at least 4 at a time.
Writing Content for Marketing
Have you seen the ads that say you shouldn’t blog?
I have. I hope you ignore them as much as I do.
Writing is and will be an essential part of human communication, and that is one of the main goals of Principled Marketing.
Why will writing continue to be a mainstay of marketing materials?
- Space – Netflix and YouTube take up 51% of internet data bandwidth. 3 Gigabytes of data is approximately 1 hour of video. You can easily eat up a terrabyte’s worth of data in a single series bingwatching extravaganza (of course that is over 330 hours of TV, so it would have to be a long series, unless you’re watching 4K). On the other hand, a mix of small videos, photographs, and documents could give you 1200 files for the same 3 GB as a single hour-long video.
- Ease of Access – Some people don’t learn by reading and writing, and I get that. But, for those of us whose number one learning modality is writing, we are voracious consumers of the written word. I can read 10 words a second when I am in the zone, and if you want to market to people like me, you have to reach us with the written word. Because I don’t have time to listen to your slow reading, even if I 2 times the speed.
- SEO – The big companies are working on crawling video and audio, but written content will always be a mainstay of searching because of that size difference mentioned above. Also, if you think I’m a fast reader, imagine how fast the Google spider reads written content.
Because of these 3 reasons, written marketing content is going to be around for the forseeable future.
Final 4 Spheres – Areas of Competency
Ahh… social media.
Do you ever feel like social media is about the most anti-social we humans can be?
I do, and I know that marketers play a key part in making it anti-social. For principled marketing, the social media sphere is the front line of our battle for ethical, quality marketing where people are cared for and served and Truth is sought above all.
Search engines, social media, review sites, all require optimization to help people who need your business to find your business. Even as early as 15 years ago, optimization for being found was easy: name your business AAA something so that you’d always be at the front of the phone book.
Now, not so much. You have to understand how individual site’s algorithms work, who is using the site, and how to reach them on the site.
Do you need Yelp? That depends, do you know whether potential customers are looking for you on Yelp? If they are, then you need to understand how to rank your business on Yelp.
Same thing goes for Google. And Bing. And the Better Business Bureau.
If you think that’s alot to keep track of, have you ever heard of Thumbtack? Alignable? Are you on LinkedIn?
SO MANY options! Although the optimization sphere uses other content, it requires a specific level of knowledge and practice to do well, so it has become its own sphere of marketing in the last 15 years.
Let me ask you a question:
Do you prefer to open mail or email?
That question drives much about whether a direct mail marketer should try to reach you with email or physical mail.
Imagine receiving a magnet in the mail from a local sports team. It is a plastic calendar that you can write on with dry erase marker. It has the dates of all the local games, not just the team who sent it to you.
Do you put it up somewhere? I would, and the last sports game I went to was 15 years ago.
Direct mail is anytime you are offering something of value directly to a prospective client. This sphere covers the traditional direct mailer and email marketing; however, it also covers certain targeted advertising, social media campaigns, and even direct sales.
The final piece of the seven spheres is events. In marketing, an event is a moment when you are able to connect directly with your customers on a physical or virtual face-to-face environment. From conferences to 12 hour Facebook lives, events help you present your business and your own passions to your customers.
As you can see, the Seven Spheres of Principled Marketing are based on what we currently use to reach customers and build relationships with them. Each sphere may cross over into other spheres and they might be liable to change as the marketing environment around them changes.
For the rest of this week, our posts are going to deep dive on each sphere of marketing and show how we use it now and how we plan to grow in the following years in our spheres of competence.