There are so many diets around these days — one that starves you, one that asks you to eat lots of fats, and some that are just plain weird.
However, as funny as some of these diets sound, the books related to these methods sell like hotcakes and deliver results for many people.
This got me thinking: What if we slimmed down our Marketing intake to increase output? And so, the Paleo Marketing Diet was born!
What is the Paleo Marketing Diet?
I’ve worked with a lot of businesses, some big and some small, and a recurring theme is always time:
“We don’t have enough time to do this.”
“Our resources don’t have time to adjust to this.”
“We can’t schedule time for this over that.”
Visions of grandeur further complicate matters. Companies not only want massive lifecycle programs, dynamic communications, and personalised experiences, but they want them all to be absolutely perfect. You know what I say to that? Done is better than perfect.
The concept of the Paleo Marketing Diet is simple: Stop with all the unnecessary reporting, tweaking of creatives and deciding on which step comes next in the lifecycle, and just get it done!
Taking some time away from the endless numbers and consistent worries about that 0.001% increase in unsubscribes last week could net you more than expected!
For instance, if your ultimate nursery/welcome program is four steps, why not design two steps, get the creatives done and loaded, send the messages, and give it a month to see the results? As an alternative, in the same time period you could get a reactivation program up and running, even if it’s just one step. Within that short time frame, you’ll at least have information on whether or not it’s getting used.
Plus, if time constraints are a problem for your business, you can always outsource some of your Marketing activities or content writing using a blog writing service such as TextRoyal!
Alternatively, you can use a time tracking tool such as Timecamp to track your productivity, monitor your team's use of time and and stay on top of your work.
Data is the new currency
Data is King right now - and with good reason. Enriching what you know about a customer helps you make better decisions and brings all of those grand concepts a little bit closer to home.
Let’s say you’re currently sending a single welcome email, and the average customer buys 28 days later. You want to transition to a multi-email welcome/nursery program that leads the customer to more quickly make a second purchase. If you agonize over the details and fail to make a change, though, you’re not going to affect sales behaviour.
However, if you “just got it done” and added another step or two, you would gain more insight into whether you modified that customer’s behaviour — for example, making the new average customer buy 25 days later, a win of three days. This little change, if continued, could give you 36 “extra” days in a year — meaning one more sale.
This concept of scaling down to move forward isn’t just about you getting programs up and running, though. It also applies to the assets you use. Why start with a massive three-page email when you could get a concept across in one section? Users are smart enough to click through to view more information if needed. And by scaling back the effort to achieve this initiative, you’ll get it done without massive amounts of load on the designers and copywriters. This example also gives you the opportunity to check if your audiences are in fact engaging with the email, as they might need the extra information provided by the click.
Next time you’re feeling like you don’t have enough time to implement a program, give the Paleo Marketing Method a try - and see if slimming down your focus can lead to bigger Marketing gains.
To find out how our online voice recording and messaging platform could complement your business’ existing marketing efforts, get in touch with telbee today!