Digital marketing credo: takes a no-nonsense approach to marketing. After all, the ideal amount of marketing activity is the least amount possible to achieve sales targets. If you were able to increase your revenue sustainably with zero marketing, then you should do zero marketing. Let's not pretend there's something inherently worthwhile in churning out marketing initiatives. If it's not turning on the revenue faucet, it's not the way! 

Our lean-and-mean marketing approach informs these core tenets of our credo, and is the reason we focus on our core offerings of SEO, account-based marketing, and targeted content marketing. For 99% of companies, some combination of these three digital marketing disciplines will turn on the customer faucet.

Here is our digital marketing manifesto.

Shun vanity

Resist the urge to indulge vanity metrics. Likes, follows, the size of your "community": such measurements are secondary at best. Ultimately, all digital marketing efforts must meet objective revenue-producing criteria. Avoid giving attention and resources to marketing that appears productive on the surface but doesn't measure up.

Cash is king

Revenue sits at or near the top of your organization's priority list. Most of us aren't content to merely keep our current level of revenue; we want revenue growth. Few initiatives can spur revenue growths like a good marketing campaign; few can waste revenue like a poorly-executed or misdirected one. To keep cashflow paramount, always funnel funds toward digital marketing initiatives that produce direct sales results.

Be agile

As they say in Silicon Valley, fail fast. Try different approaches with your marketing, testing and tweaking. Figure out the quickest way to identify whether a marketing initiative meets your revenue-producing criteria or not, so you can pivot away from it sooner rather than later.

Do what works

Shut off attention and resources to losing initiatives and give them to winning ones. When something works, double down on it. Invest more deeply in understanding why it works: what are the different aspects of the process or activity? How could each of these be optimized? 

Know your enemy

Study the competition and understand what's driving their success. If you're trying to unseat the king of local search results in your niche and city, break down what they're doing right to be in the top spot. Then do it better. A caveat: don't blindly copy the competition. Often, they are using sub-optimal processes and have arrived at their success regardless. Quite possibly, you can do much better.