The Two Marketing Machines: Content Marketing That Drives Traffic and Nurturing Marketing That Sustains Loyal Clients

There are two marketing machines your business needs to successfully promote the solutions you offer. These are the machines that make an effective marketing department in the modern era.

• Machine 1: Attracting attention to capture leads. (If it's a low-ticket offering, buying the product would be the alternative to capturing the lead.)
• Machine 2: Nurturing leads into loyal customers (repeat buying).

Mission one is attracting leads, and mission two is fostering repeat buyers. These two missions are how a company grows its influence and income growth system (where both machines sustainably operate).

For this to work most effectively, especially the second machine, an awesome company must have terrific products or services. So, assuming those exist, let's talk about the two machines.

Machine 1: Attracting and Capturing Visitors

This machine gets the attention of people so they discover and rediscover your brand, content, and ultimately your products or services (for purchasing).

This attention can come from Google organic traffic, generative AI, social media, email marketing, and offline marketing channels.

Machine 1 operating well is a machine that effectively (and at scale) creates, publishes, and distributes content that builds a reputation (brand influence) and increases sales (of products or services).

Machine 2: Transforming Leads Into Loyal Customers

This second machine is designed to take that captured lead (or low ticket product) and transforms them into recurring buyers. This transformation can also include a progression from smaller ticket purchases to big ticket purchases.

While the first machine is oriented towards getting attention, this machine's aim is about fostering connection. The connection was established in the capture of the lead, and now we need to nurture that into a win-win relationship.

A deeper connection requires a deeper commitment.

An Example of Me Transitioning Through the Machines

I bought a DJI gimbal for my iPhone to make videos. I had not heard about the company until then. It was a low-risk buy at less than 70 dollars. It's been a great tool for me, so when I decided to buy an action camera for my Cast & Shoot YouTube series, I found out DJI had one. I already had a connection with that first purchase, and they built trust by having a great product, so it was an easy decision. Now I'm in the DJI family, and as I look at a wireless microphone upgrade, I'm probably going to buy their set!

In an imaginary world where this DJI company was unnamed, they would not have had a connecting thread through these three products. Each time I bought one of these products, I'd have to start over. The connective thread benefits me as the customer, guiding my purchase while also benefiting the company, increasing its income. The goal of this second machine is to tap into this connection, cultivating it, and strengthening it over time and in different ways.

The Technical Pieces of the Marketing Machines

To manage these two machines, I've identified the technical pieces required to effectively maintain and operate the machines. Here are those pieces.

• Content Management System: Joomla is the best CMS technology to house your website and content library. An effective CMS gives you complete control and optimization tools for search engines and AI.
• Content Publishing, Distribution, & Promotion System: A process to capture ideas and move them through the process to distribution and promotion is essential for scaling up and working with a team.
• Nurturing Communication Systems: Once a connection has been established with a customer, that connection needs to be maintained. This involves email marketing and social media.
• Content Marketing Ecosystem: Having all of the technical pieces in place matters, but to truly amplify it will require people, processes, and empowering leadership.
• Low-Hanging Fruit Process and Task Force: It can be a big project to build a marketing department, as I've described above. Often, we need to tackle projects that are low effort and have a high impact, so we can make enough progress for the longer-term projects. A task force focused on these types of projects can help move the needle quickly, generating income and buying time to do bigger and more important activities. Once the low-hanging fruit activities are mastered, this team can pivot into an experimental task force, trying new things and testing trending ideas.

Share on Social Media