Do you know the weakest link of your marketing plans?

1. The
Weakest Link
you no
k
w
Do
yours?
Presented by Samuli Viitasaari – www.linkedin.com/in/samuliviitasaari – www.slideshare.net/samuliviitasaari

2. Let’s recall
s
ome of the very
basics of
marketing:

3. Every one of your
marketing efforts should
belong to one or more
c
hains.

4. Each chain
should connect
the people
you wish to address with
the idea
you hope they’ll
embrace.

5. ‘Nothing
new there’,
you say.
You’re
absolutely
right.

6. Why all the
fuzz, then? Because,
surprisingly often,
this doesn’t
happen.

7. Some marketers have
no plan
whatsoever.

8. Mostly, though,
there is a plan but
the chain is
broken.

9. A weak link
is any marketing effort that
doesn’t guide enough people to
the next phase of your plan.

10. It choice of medium that
…a
could be…
doesn’t reach the right people.
‘B ut it was
s o cheap!’
For example, a daytime tv ad
for a b2b promotion.

11. It could be…
…a missing incentive for action.
‘But there
was a clever
hint in the html
source!’
Say, a popular viral
video – with an obscure or no
connection to your actual goal.

12. …or, simply,
not enough repetition.
‘But it was right eds
there in the C lassifi elf…
h ecked mys d.’
section – I c the third rea
found it on

13. Things could be worse,
though… you could be facing
the consequences of
a missing
link.

14. A missing link
means not one person reaches
your goal. You could be as well
throwing your money
out the window!
Here: a perfectly
executed web shop,
for example…
(…here: absolutely
no effort to guide
people there.)

15. That was pretty bad.
You can’t do worse
than that. Right?
Wrong!

16. Your chain could have a
contaminated
link in it.
This happens, if any element
of your marketing is executed
so poorly...

17. …that it causes
frustration
or even
anger…

18. …strong enough to
spoil your
reputation
among your potential
audience as well as
current clients.

19. A contaminated link is
rarely
something
passive
like a newspaper ad.
(Unless you’ve really
messed it up.)

20. Instead, you
should be looking at
your interactions, like
customer
service. good
are a st if
ools t lea
line ttoo, a
O n l part
ss egra e.
gue e an int vic
ey ’r your ser
th of

21. If you find a
contaminated link,
fix it today!
Spending money to any other
marketing efforts before this is
like building a garage while
your house is on fire.

22. That’s about it. Just
one more
thing.

23. Once in a while,
you bump into this
strange notion…
…even with
companies, whose
product marketing is superbly
planned and executed…

24. ‘It’s “general branding”
—we don’t have to plan it
or define its goals’

25. Bulls**t.

26. The fact that your goals
are not always financial, is
no excuse
not to define them
clearly and concretely,
and track them
thoroughly.

27. Now I’m done.
Thanks! Samuli Viitasaari
www.linkedin.com/in/samuliviitasaari
www.slideshare.net/samuliviitasaari
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