Do you find marketing a bit overwhelming sometimes? So much possible to do but you don't know where to focus, in what order or maybe even what to do at all?
There is a really cool and simple concept that explains and simplifies Marketing very well. Makes it very easy to know what to work on next. Deceptively simple, but really powerful. It's called the
Tactical Triangle and it is from Perry Marshall (who wrote one of the best marketing/business books of all time - 80/20 Sales and Marketing).
It's a diagram that breaks down marketing(and your business) into 3 parts -
Traffic, Conversions and Economics. All 3 feed into each other and improving one a bit helps others thus making you more money.
The Triangle says: In order to sell something, you have to get Traffic; then you have to Convert the traffic; and Economics means you have to make some money on what you sell.To apply it specifically to our industry, let's use example of growing your income with
author website:
Traffic - traffic from Amazon and other sources that visit your website
Conversions - email subscribers and click-throughs to your books on Amazon
Economics - the average worth of an email subscriber (say $10 a year) and book sales achieved
And this plays out in your bottom line like this:Example stats:
1000 people x 1% x $2 = $20After 10% improvement on each stats would be:
1100 people x 1.1% x $2.2 = $26.6That's over 30% improvement! 26.6 - 20 = 6.6 (improvement amount).
Easy application to your marketing:
You can plan out all 3 to be done in 1-month sprints:
January - you work on improving Traffic - sending more ads, writing more articles for Google SEO, posting more on Facebook groups etc etc
February - you work on improving Conversions - by testing and tweaking your optin form copywriting, testing your calls to action in books to see which send more email subscribers after reading etc
March - you work on improving Economics - done by raising prices, raising the average value of the reader by releasing new merch, new books, or working on lowering the costs of your ads).
April and onwards - rinse and repeat!
Or this could be done in Quarters, focusing on Traffic in Q1, Conversions in Q2 etc
All of this simplifies the process and small improvements add up and compound. Improve each thing by 10% and you will have yourself a big improvement in profit.
Applying this to Facebook or Amazon ads:
Traffic is the
Impressions you get
Conversions is the
Clicks you get
Economics is the
Cost per ClickThen you can work on these and improve your ads!
Here is the original post and more general explanation of it:
https://www.perrymarshall.com/2100/tactical-triangle/What to work on for these since there will be many ways to improve traffic etc? Apply 80/20 Principle. Work on most impactful thing first, that gives most ROI, then in the next phase you could focus on the weakest link to bring or the 2nd most impactful thing etc.
I hope this is useful and helps make your marketing life simple! See how it can apply to you and lets discuss, brainstorm etc.
EDIT: To simplify stuff more, you could add Writing and improving your craft there as another 'pillar' and schedule focus on improving it in another cycle (not writing the book, but actually learning more about writing). Then every 4 months you'd have an improvement in all the fields of your career. And it's easy to rotate them, track them in your head and know 'hey maybe I should work on improving X next month since it seems to be lagging).
