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🚀 This Week’s Growth Hack:

Nike’s Epic Marketing Fail

If you were on Linkedin or Twitter at all last week, you probably saw this viral post about how Nike’s new CEO ruined their business by switching from a brand-first marketing approach to a performance marketing approach.

Aka, from global “awareness” campaigns to highly optimized digital ads.

Everyone has been asking me my take… and I think it’s simple! No matter your product, service, or company size, you need a combo of both. More on that later!

After I saw that viral post, I stumbled upon another viral LinkedIn post that might unveil the answer to Nike’s problem.

This dude runs Google Ads for a B2B SaaS company where Google Ads reports zero landing page conversions, yet they continue to dump $$$ into the campaigns. Why? Because, after some analysis, they realized that, while the journey starts with paid search, it ends on the demo request or main product page days later. Here’s a real-world example:

• Day 1: Lands on a Google ad, checks out more pages on the main site.

• Day 2: Returns to the homepage and interacts with multiple pages.

• Day 3: Visits case studies, integrations, and blogs.

• Day 4: Goes back to the products page, interacts with a chat widget, and a sales rep books a demo request.

This journey involved 23 digital interactions over four days, with only one from paid search, but it was THE crucial part of the buyer’s journey. The demo request happened after four days and 22 touchpoints!

💡Key Takeaway: Your company needs amazing brand awareness campaigns to get in front of the right target buyer with the right message, like this guy did with Google ads or like Nike does with big global campaigns. But is also needs highly optimized digital strategies to convert that awareness into revenue.!

Lessons & Examples:

1. Understand the Buyer Journey Beyond Initial Touchpoints

   • B2B Example: A paid search ad might lead to a demo request days later after multiple interactions with your site.

   • DTC Example: A social media ad could spark interest, but the purchase might happen after several visits to your site, reviews, and email follow-ups.

2. Adopt a Long-Term Nurturing Approach

   • B2B Example: Use email campaigns, retargeting ads, and personalized content to guide prospects through their decision-making process.

   • DTC Example: Offer personalized recommendations and follow-up with customers through email and retargeting ads to encourage repeat visits and purchases. Retargeting ads on Meta are my absolute favorite for this!

3. Measure Success Beyond Immediate Metrics

   • B2B Example: Look at metrics like page views, time on site, and interactions with multiple site elements to gauge interest and engagement.

   • DTC Example: Track customer engagement across various touchpoints, using a tool like TripleWhale, such as social media interactions, email opens, and website visits, to understand the full impact of your marketing efforts.

By fully understanding and optimizing the buyer journey, you can create a more effective marketing strategy that blends brand awareness AND performance … unlike Nike who is really tanking! The original Nike viral post is here

💕 Whenever You Are Ready 💕

Here are 3 ways I can help you:​

1. Listen To My New Podcast - My podcast takes you behind the scenes of some of the fastest-growing startups in the game today! Check out all episodes & subscribe here

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2. Get In Front Of My Audience - With more than 100,000+ newsletter subscribers, 75k+ Tik Tok followers, & 40k+ Twitter followers, my team & I work with dozens of partners in unique ways to help them grow! Interested in a partnership, tap here.
   

3. Want to find the best marketing agency for your brand and budget, in 60 seconds? Look no further than my new site agencyreviews.io 

That’s it for this week!

Talk soon,
Marketing Max
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Thanks for being a part of my journey :)

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