How to Prioritize Your Digital Marketing Efforts

I’m no stranger to business complexity, but the jargon, pacing, and technicalities of e-commerce can be overwhelming. There is so much to do – and all of it seems so urgent – that it’s tough to know where to start. So, when Patrick Pitman asked me whether I’d be interested in collaborating with him on a podcast series focused on a digital marketing framework he’d been developing for manufacturers, I jumped at the opportunity. Not only would I get a chance to help share Patrick’s experience and insights with you, I was going to get to learn a lot in the process. JUMP TO THE PODCAST PLAYLIST Over a three-month period, Patrick and I had a dozen conversations. We distilled the essence of those conversations into three hours of audio podcasts. In addition, I synthesized my copious notes into a 24-page ebook, which has become a valued personal resource.


Bits and Bytes, Dollars and Cents, and Human Nature

Patrick Pitman

Patrick Pitman, The E-business Coach

Patrick has been intimately involved in e-commerce since its inception. He developed his own e-commerce platform from the ground up and sold it as a service to others. (He also developed a killer team collaboration app for me before the original Basecamp.) As a consequence, Patrick has a detailed understanding of the bits and bytes that underpin the increasingly sophisticated tools available to us today. Furthermore, he understands marketing and how technology is subordinate to business and human needs. Finally, Patrick has been in the game long enough to have an appreciation for nuance. The best tool in the world is useless unless a human hand picks it up and learns to wield it artfully. The digital marketer must be at home in the domains of technology, business, psychology, and sociology. Check.

Introducing the Digital Marketing Framework

To prioritize your digital marketing efforts, you first need to understand how they fit together. Take a couple of minutes to watch Patrick’s introduction to his framework (you can use the closed captions feature to read along if audio is inconvenient): As Patrick explains, your online sales are built on a foundation consisting of three categories of activities: build, tell, and measure. Each builds upon the preceding, so the impact on sales is cumulative.
  • Build an effective and reliable e-commerce platform; develop expertise within your team; and craft authentic stories about your unique products.
  • Tell stories about your product, business, and community in ways that overcome shoppers’ doubts; establish a consistent voice; and create multimedia content with the intent to publish it through multiple channels.
  • Measure interactions; specify the intent of each of your digital campaigns through the definition of funnels; and continuously test and compare alternatives.
  • Sell your products through the website traffic you own, buy, and earn.
During our podcast conversations, Patrick elaborates on each of these key ideas, using rich examples from his recent personal experiences. He also shares suggestions regarding the kinds of tools that are available to help structure, monitor, and evaluate digital marketing activities. The podcasts follow the structure of the build, tell, measure, and sell framework. Each stands alone. Nevertheless, it’s useful to listen to them in sequence.
Digital Marketing Framework for Manufacturers

Patrick Pitman’s Digital Marketing Framework for Manufacturers

I continue to find it helpful to listen to the podcasts after referring to the summary ebook. Patrick’s examples really help to flesh out the concepts I’ve yet to master.