The Alchemy of Attention

Viewing marketing as a funnel may not be the most effective strategy. A better way to understand marketing is to think of it as having gravity.

Each interaction with your content, from ads to site visits to email opens, adds weight to your brand and attracts potential customers just like objects in space are drawn to larger masses. The bigger your content footprint, the more people will be attracted to learn more about your brand.

Brand building is all about creating something that is completely unique in a crowded room of competition, where everyone is shouting at the top of their lungs, "LOOK AT ME!"

Modern marketing is all about vibes. The main KPI of the business should be the LOLZ factor. Make people laugh and smile with great and entertaining content.

Performance marketing is a drug. It's precise measurement makes business people hooked on them to deliver predictable results. However predictability usually comes with way lower profit margins and an reliance on performance marketing can diminish the strategic value of the company. 

Being dependent on ads is a form of out-sourcing the distribution of your message to a the algorithm of huge tech companies. 

Measuring organic marketing is not as precise as performance marketing. But you can still have guidance:

• measure the mass of your web presence: track how many people you are touching on a monthly basis
• measure the searches of brand as an indicator of your impact
• measure the organic revenue by extracting the revenue directly attributed to performance marketing (ideally the mix should be 50-50)

There are some tricks you can use to add organic marketing:

• Start thinking as a media company. Your social posts should be less about the profesional brand and more about content concepts.
• Brandify your ads. The ads should have the consistent visuals/messaging elements so they could work for non-buyers as well.
• Introduce self promotion in ads like "Follow me @". This make better ads because the content comes as more authentic and also grow your organic presence. 
• Introduce affiliates to have another negotiating tactic with influencers

Influencer marketing is messy. But if done correctly it can scale beyond ads. Here are some hints on how to do it correctly: 

• Look for influencers who have a great ratio of views/costs. Use scrappers and AI to make databases.
• An influencer view is worth less than an ad view because the ad is super targeted. The CPM for influencer should be 50% cheaper than an ad to get the same performance. 
• Best to test an influencer is by ordering 3 pieces of content to test views and messaging.
• Lower the costs to hire influencers by adding affiliates commission to the mix.