Marketing StrategyDavid Goncalves
What Does a Marketing Strategy Decide?
A strategy names the enquiry, the offer, the page, and the channels you will ignore. If the ignore list is missing, you have a wish list.
Marketing Strategy
Marketing AutomationDavid Goncalves
What Should Marketing Automation Do?
Marketing automation should send the next message or assign the enquiry, on a rule you can read. If you cannot explain the message, the tool is not ready.
Marketing AutomationDavid Goncalves
Should Follow-Up Be Automated or Handled by a Person?
Let a person decide whether the enquiry is a fit. Let a rule remember the handoff and the next message so the fit is not forgotten.
Marketing StrategyDavid Goncalves
Is a Marketing Strategy Different From a List of Tactics?
Tactics are the posts, the ads, and the emails. Strategy is why those exist and which ones do not. Write the decision before you extend the list.
Conversion Rate OptimizationDavid Goncalves
Should You Fix the Page or Send More Traffic?
Fix the page that already receives the right people before you pay to send more of them. More arrivals help only when the next step is already obvious.
Digital MarketingDavid Goncalves
Do You Need Full Digital Marketing or One Channel?
One channel is the whole plan until the same offer reaches the same page and the follow-up remembers it. A second channel before that only spreads the leak.
Email MarketingDavid Goncalves
Do You Need a Newsletter or an Email Sequence?
Write the short series after a real step before you write a monthly letter. A newsletter fits people who asked for news. A sequence fits the next explanation.
Lead GenerationDavid Goncalves
Should You Offer a Lead Magnet or a Straight Enquiry?
Put a magnet on the page when the buyer must understand a step before they talk. Put a straight enquiry there when they already know they want the work.
Lead GenerationDavid Goncalves
What Counts as Lead Generation?
A lead is an enquiry worth a reply, not a name in a list. Decide what you will count before you collect anything else.
Digital MarketingDavid Goncalves
What Is Digital Marketing For?
Digital marketing is the path from an offer to a conversation someone can continue. The checks show which piece of that path is missing.
Email MarketingDavid Goncalves
What Is Email Marketing For?
Email is the continuation of a conversation with people who asked to hear from you. If you have no reason for the next send, you do not have the work yet.
Email MarketingDavid Goncalves
When Should You Hire for Email Marketing?
Hire someone who asks who opted in and what the next step is. Grant access to that permission and those facts, not to a purchased file.
Lead GenerationDavid Goncalves
When Do You Need a Lead Generation Service?
Need help when you want a shared definition of a bad lead. Decline any proposal that leads with a count of leads instead of that argument.
Marketing StrategyDavid Goncalves
When Do You Need a Marketing Strategist?
Hire when you can do the tasks and cannot decide what to stop. Accept a page that says what you will do and what you will not, not a deck.
Conversion Rate OptimizationDavid Goncalves
What Does Conversion Rate Optimization Look At?
Look at the offer, the match to the click, the form, and the sentence about what happens next. The work is that inspection, not a borrowed score.
Digital MarketingDavid Goncalves
When Should You Hire a Digital Marketing Agency?
Hire the firm that can name the enquiry and the page it lands on. The first stretch of work should change that path, not add another logo.
Conversion Rate OptimizationDavid Goncalves
When Should You Hire for Conversion Rate Optimization?
Hire when you want one friction named and removed in plain language. Decline a promise of a lift expressed as a number.
Marketing AutomationDavid Goncalves
When Should You Hire for Marketing Automation?
Hire someone who writes the rule in a sentence before they build it. Require that sentence, and decline a template sequence turned on to look finished.