As the youngest person at a traditional marketing agency, Len Markidan was given the task of doing “all things digital.” To the agency, they thought the project would not matter.
Instead of complaining about getting a low-end job, Len set out to prove them wrong. His success eventually led him to consult on internet marketing campaigns for companies like Jet.com, Chegg, and Booz Allen Hamilton.
What were the common characteristics of success? Find out in this episode of the 80/20 of Growth.
Jason’s Notes With Len Markidan
There are 3 things to think about when building a marketing campaign:
- Who is your audience? What challenges do they have?
- Where is their attention?
- What are you going to do to get in front of them? (This is where most people spend their time. Companies that win focus on #1).
How do you get better at #1? Have a defined process to find out your customers problems.
- Use communities like reddit to answer people’s burning questions.
- Send an automated email asking for what they need the most help with. This can also help you learn the language of your customers.
The #1 goal when someone visits the blog is to get them to be an email subscriber. Once they became an email subscriber, set out to provide value with every email you send. After building a relationship, let people know what you do and offer an exclusive bonus to them.
What should you focus on early on to make sure you are on the right path of success?
Even though content marketing is a long-game, focus on:
- Social traffic
- Engagement/comments on a post
What do you do if you don’t have an audience?
- Work with influencers who have built trust with your target audience.
- Groove started by sending insanely personalized emails, spending a huge chunk of time crafting each email, and completely changing what they were asking for.
- Read an article of theirs, mention something specific they wrote about, and talk about how you plan to put the advice into action.
- Mention an upcoming post that they have expertise in, ask for their permission to send to them an email with a draft to get their feedback.
- Get their feedback, making them a co-owner of the content. Then ask if you can let them know when the post goes live.
- Even if they don’t give feedback, many of them still share the post. Push the post live and say something like,“Hey, I know you were really busy. I really appreciate you having agreed to help. No worries that you were not able, I’ll send you the next one. In the meantime, I want to let you know that this post went live, I’d really appreciate it if you were willing to share it with your audience: ARTICLE. I’ll catch you in a week or so when the next draft is ready.”
- Once you’ve started a relationship, the goal is to continue to deliver value with the influencer. Are they hiring? Can you intro them to a potential employee? Are they working on anything? Is there a person they would like getting introduced to?
What are some of the main tools that you believe content marketers need?
Most think you need to pursue the latest and greatest new tool. The 80-20 here is to pick one that most people trust and move on – WordPress for a CMS, Sumo to collect email addresses, Mailchimp to send to that email list, and Buzzsumo to find influencers.
Who is someone who is doing well in marketing you would not expect?
I love seeing companies who do well in channels that are “dead.”
Talk to your customers, you’ll learn where their attention is.
What do you believe true related to marketing that most do not?
I believe there is no limit to the number of emails you send. Customers don’t get annoyed by the number of emails. Customers get annoyed by the amount of crap you send to their inbox.
If everything is highly valuable to them and speak to the pain-points that they have, you can email people multiple times/week, and they will welcome it.