The great Yogi Berra once said: “You can observe a lot by just watching” and if you’re anywhere near the MidWest, Northeast or the Mountain states you’ve been watching a lot of snow this winter. Here are a few observations about snow every business can apply towards its digital marketing & growth strategy.
1. Accumulate Silently
One of the most beautiful phenomena about snow is its silence. Like snow, visitor data can begin accumulating, quietly & modestly on your website. While many new startups strive to be disruptive, snow is testimony that you don’t need freezing rain or a hurricane to make noise, and you can indeed be disruptive in total silence by leveraging your data. Your website likely already has Google Analytics, but are you analyzing your accumulation of data? If not, like snow it eventually melts in the form of data decay. If you’re not using your data for better marketing or optimized targeting, let’s talk.
2. Clean Slate
Upon close inspection there might be surface level imperfections in your landscape. Snow can gracefully cover up these blemishes, especially once groomed. Similarly, there might be room for improvement in your supply chain or marketing automation for your business. A new season, or possibly your slow season, allows you to improve on blemishes from your past. And can also serve as a reminder the past is literally out-of-season. Use this time as a catalyst to brainstorm a new marketing campaign or utilize new technology toward business growth so you can start on a clean slate.
3. Be Unique
Though a bit cliche, we all know that no two snowflakes are alike. While imitation might be the sincerest form of flattery, learn from the snow, there’s no need to be flattered, be original! Find your authentic voice and let it reflect in your social media strategy, your curated content, your internal communication, and your products. In a world of white labels and templates, a little originality can make you stand out from the rest of the pack.
4. Embrace the Fall
If a snowflake were human, its lifecycle would be quite scary. Your fear may cause you to never even leave the cloud! Likewise, take a lesson from Shark Tank’s Barbara Corcoran and don’t be afraid to fail. We would never jump 10,000 ft without safety equipment, yet the tiny snowflake trusts its instincts, and ultimately trusts nature. This is why Barbara is adamant that her best “… successes came on the heels of failures.” Be like the snowflake and remind yourself it’s okay to take calculated risks, it will at the minimum give you an opportunity to pivot your strategy and rise.
5. Be Reflective
The visibility at night after fresh snow is so clear because there are reflective fragments inside snowflakes that bounce light sources back from the ground. Reflecting at the end of the day can allow you to identify areas of improvement. Similarly, granules of data can reflect back onto you with a little illumination. Most things aren’t perfect upon first iteration, and your data can do a lot of talking; dedicate a time to listen. Use the quieter time of your business cycle to analyze the numbers and remedy areas of weakness. A reporting cadence can also help your business understand areas that are over or under-performing. When reflecting on what occurred, and listening to your data, you can be certain growth is in the future.
6. Stronger Together
No snowman was ever built with a single snowflake. When assembled together we can create new and stronger figures that are greater than each of us individually. We can endure and last significantly longer when united. Companies such as LinkedIn know that strong corporate culture makes for a solid foundation and paves the way for success. Just as the snowman will endure its external elements longer, a strong company culture will endure potential turbulence along the way to growth. Encourage team building exercises, and democratizing team incentives to build a strong sense of camaraderie.
7. Take Risks, You’re Safe
Snow allows you to perform stunts you would never otherwise attempt on dry ground (without data.) You can jump 250 meters like Anders Fannemel in the long jump, or wake up late and still win a gold medal as Red Gerard did in Slopestyle at Pyeongchang in the 2018 Winter Olympics. Snow when juxtaposed with data, allows you to take a little more risk, reach higher elevations, and fly further than ever imagined. If you’re uncertain about two landing pages, or possibly two ad units, you can launch both and gauge their respective performance. Once you calculate your CPA (cost-per-acquisition) per campaign it’s easier, and safer to allocate digital marketing funds towards new campaigns because they are backed with tried-and-true data.
Snow may form slowly, but it enables us to move fast! Under the right conditions you can literally defy gravity. Embracing a mindset of not being afraid to fail can catapult you on top of your digital business world. At fast speeds you have to master yourself and learn to tune out distractions. Define things such as a social media strategy before a potential PR issue occurs. Define your attribution model prior to launching a new product. Set up your alerts so you’re aware of potential issues with your website in near real-time. Having a proactive strategy, as opposed to a responsive strategy can be the difference between making the podium and trying again next year.
Numbers Brothers helps businesses leverage their existing data and utilize it toward digital marketing campaigns and sales growth. Schedule your complimentary 30 minute digital marketing consultation, let’s talk.