In today’s online world, you must combine tech savvy and social smarts to draw customers in — and keep them coming back for more. Without a strong digital platform, you’ll waste time and money, your content will sit unnoticed, and prospective clients will disappear.
Gian Clancey has seen this happen far too often. Companies fail to develop a robust digital platform, or they build it with a shallow focus on AdWords, SEO, and social media. What they fail to realize is that true success comes through providing value, being authentic, and making human connections. That’s what allowed Gian and her business partner turned co-author Aaron Agius to scale their two-person agency into a global leader in digital marketing.
Gian and Aaron’s new book, Faster, Smarter, Louder: Master Attention in A Noisy Digital Market, was written to help digital marketers like themselves blend industry-proven strategies with contemporary social science to create a brand that is visible, in-demand, and built for the long haul. I recently caught with Gian to hear what inspired her and Aaron to write the book, her favorite actionable idea they shared, and how they’ve applied the lessons to their business.
What happened that made you decide to write the book? What was the exact moment when you realized these ideas needed to get out there?
For us, we were constantly seeing people sharing ideas or tactics about what to do to make X happen online, for example. However, what we continuously found was a lack of context and how a tactic feeds into an overall strategy long term.
In many meetings, catch-ups, and dinner parties with fellow business owners, founders, entrepreneurs, and exceptional minds we are fortunate to be surrounded by, we were continuously encouraged to provide this wider journey and “bigger picture” perspective from our own personal story of success, as well as a deeper dive and appreciation for human psychology and behavior.
So frequently, when businesses are looking for the next big thing in marketing, the focus becomes so intense on tactical setup ROIs or deadlines and expiring marketing budgets. Meanwhile, real data combined with understanding the habits of humans is mostly under-utilized and under-appreciated.
What’s your favourite specific, actionable idea in the book?
Almost all companies keep working on the traffic and acquisition side of the business, and that’s great, as it should always be done. But many don’t see the massive value they can get from their existing traffic by optimizing their conversion rates.
We provide a whole chapter that talks about optimizing for conversions, where you are able to get greater results from the current traffic you have by understanding human needs and psychological drivers that guide people’s actions and decisions.
The conversion optimization piece is a great crossover between human psychology and tactical implementation to fully satisfy user needs and drive company revenue.
What’s a story of how you’ve applied this lesson in your own life? What has this lesson done for you?
The whole concept of conversion optimization has not only been tried and tested in every way for our own business, but has become a whole arm of our business that we opened as a service, and now, also implement for our clients.
The data that our clients have on their customers is enormous. By utilizing the existing data and customer behavioural patterns and eliminating choices other than to convert, we have successfully increased their conversions by millions of dollars.
So not only does conversion optimization work, it became a core service offering of our business, increases millions of dollars for clients, and in the great circle of “digital” life, then creates case study after case study for the next prospective client to invest in conversion optimization for their business, too. It’s the gift that keeps converting you might say!
For more advice on creating a brand that stands out from the crowd, check out Faster, Smarter, Louder on Amazon.