Most marketing doesn’t work. It can be tough to figure out what to do to get your business and website seen.
This is where the 5 Laws of Marketing can help.
All marketers have their own approach. Sometimes, marketing strategies work because of luck or a fluke. That’s great that one time, but then, that same strategy can’t be replicated for another company or industry.
The truth is, you need to think about marketing in terms of what will work for you. And that means that following in the steps of that one person who went viral that one time isn’t a good strategy.
Each business and industry is different, but there are marketing laws that remain the same.
Engineers are stuck with the laws of physics. While the laws don’t change, they can change their tactics to make their project work the way they want them to.
Similarly, there are laws of marketing. These do not change. They work across all industries. Because they’re laws.
If an engineer tries to design a bridge without understanding the laws of physics, they’re going to fail. The same is true of marketing.
But if an engineer starts with a foundational understanding of the laws of physics, they can build incredible things.
Just like engineers, marketers can change their strategy and tactics and build incredible marketing campaigns that get stellar results — if they understand the 5 Laws of Marketing first.
Here they are.
Law #1: Story
To connect your marketing with your customers, use story. Why? Story synchronizes your customers’ brains with the storyteller (aka, your company).
Think about going to the movies. You feel a range of emotions, and in marketing, your customers can feel those same emotions. A story releases oxytocin (trust and connection), cortisol (attention), and dopamine (reward) in your customers’ brains.
Story activates seven parts of the brain! While facts and figures only connect with two. You can follow these storytelling elements in marketing on your website or in an email.
The moral of this story (pun intended)? Story is a crucial foundation of marketing.
Unsure how to insert story into your marketing? Not to worry. Click here to learn more.
Law #2: Design
Some say that design doesn’t matter at all. To be frank, this doesn’t make sense. Research shows that 34% of website visitors leave your website if they don’t like the design. It can’t be skipped.
Many marketers pit design and content against each other. “Good content always outperforms good design.” Why do you have to pick one? This isn’t an either-or. You can have both good design and good content.
When it comes down to it, design builds trust. Marketing research shows that people are more likely to buy if they trust you. Participants of another study felt they trusted the company more if they liked how the website looked.
Good design signifies attention to detail. If your design is unattractive, potential clients might not trust that you would deliver on your services. Worse, if you’re selling a product they might not trust that it’s actually a good product!
When considering design, engage with your customers. Use surveys and ask for feedback on the website design. This is a great place to get valuable insight and feedback.
We have a podcast episode all about design from our design experts!
Law #3: Visibility
If no one knows you exist, nothing you do will reach the people you are trying to help. Your prospects must see your brand at least eight times to build memories about you.
Visibility includes SEO, ads, billboards, direct mail, etc. This is why your design and storytelling need to be consistent. Use the same ad with minor changes. Think about the consistency of companies like Red Bull or Geico. They have a consistent message with minor changes in each ad.
People can’t buy your products or services if they can’t see you. If you’re unfamiliar, or uncomfortable with, SEO, check out our blog post on how to boost SEO for your website.
Law #4: Connection
Connections occur when you build a relationship and connect with your customers’ emotions.
Courting new customers follows a similar pattern as a new relationship. It all starts with the customer knowing who you are. This is the Brand Story of your website. Think of this as your pick-up line.
Next comes the part where you start a conversation. This occurs on your story-based website. In a relationship, you go and chat at the bar.
Once you chat at the bar, you ask for the other person’s number. In marketing, this is where you generate leads. You offer something for free in exchange for their email address. This could be a webinar, PDF, video series, etc. It’s called a “lead magnet,” and it does just that! The exchange helps you build your email list.
As time goes on, you build trust and close the deal. In a relationship, you go on dates. In marketing, you convert leads. You send emails that provide value, run ads for those who take action, and write blogs to build trust long-term.
“Permission marketing is just like dating. It turns strangers into friends and friends into lifetime customers. Many of the rules of dating apply, and so do many of the benefits.”
— Seth Godin
This is where you get referrals and obtain brand advocates. Once you are well on your way, you scale up and keep moving forward. You increase traffic and get more people to your site.
Want to know more about how to connect with your customers? Click here to get the secrets!
Law #5: Systems
When you create repeatable systems and automate tasks you:
- Have more time
- Save money
- Minimize headaches
- Increase consistency
- Ensure quality
Automation is one of the best gifts of the digital age. Automations are types of systems that are run by computers. This can come in the form of software or an email platform. There are many ways to automate processes.
Email platforms such as Hubspot or ConvertKit will help save you time by automating emails. When your lead generation produces a new email address, it triggers automatic emails to be sent. Imagine how much time you can save by not needing to keep track of all this information yourself.
In addition, this process decreases errors and inconsistencies. You can rest easy knowing that all emails will go out at the appropriate time, and each name is spelled correctly.
In business, time is money. Creating simple, repeatable systems will save you time, money, and headaches.
Using the Five Laws of Marketing
The marketer’s job is to use these five laws to build and reinforce memories to get leads and sales. The laws don’t change, but the tactics can.
When you hire a marketing team, they should follow these laws and create the most beneficial tactics to boost revenue for your company. The straightforward, reproducible system will achieve an incredibly profitable customer acquisition when you do this. Good marketing teams use the laws. Great marketing teams use the laws to YOUR advantage.
As you would hire an engineer to build a bridge, consider hiring a professional marketing team. Our team at ClearBrand understands these five laws of marketing, and implement them with military precision to get you the results you’re after (and beyond!). We have created reproducible systems for our clients and would love to help you, too.
Click here to schedule a discovery call and tell us how we can help!