How I Made it in Marketing “True Blood” Vampire Fangs from the Dentist: When you’re too successful at driving the wrong traffic to your website – Episode #5
In Episode #5, Daniel Burstein, Senior Director of Content & Marketing, MarketingSherpa, interviewed Jonathan Fashbaugh, President, Pro Impressions Marketing (https://www.proimpressionsgroup.com/).
Some lessons from Fashbaugh that emerged in the discussion:
- Popular content isn't always the best content for the client. His team blogged on a dentist’s website about the vampire fang effect that was used in the TV show “True Blood.” The post explained how people could get porcelain veneers that looked like fangs…only problems was, the dentist did not offer that service.
- Well-written content put together by someone who understands the business can go a very long way toward the client's success. Fashbaugh went to seminars with a dentist, shared a hotel with him, and was his hands-on patient for the courses they attended together. He used this course as experience to help inform the website he was building for the dentist.
- Attention to detail in a niche pays dividends. Dentists have taught Fashbaugh to be very picky. There was a stock photo floating around that many design companies were using. But if you looked closely, the model was missing one of her teeth toward the back of her mouth.
Fashbaugh also shared lessons he learned from the people he collaborated with in his career:
- Robin Schmachtenberger, Owner, idolum – Don't go around your supervisor, and you don't throw your weight around as the new person.
- Bill Fukui, Senior Director of Business Development, MedShark Digital – Always get the client or prospect on the phone before you give up the goods.
- Jeff Haddad, Owner and Dentist, Rochester Advanced Dentistry – Communicating with consumers in their language.
Articles (and a course) mentioned in this episode:
Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/)– free digital marketing course from MECLABS Institute, MarketingSherpa’s parent organization
Banner Blindness: Why your marketing messages are hiding in plain sight (https://marketingexperiments.com/digital-advertising/banner-blindness-messages-hiding)
Ask MarketingSherpa: Copywriting for non-native English speakers (https://sherpablog.marketingsherpa.com/copywriting/non-native-english-speakers/)
Quick Win Intensive (https://meclabs.com/QuickWinIntensive) – from MECLABS
Value Proposition Workshop (https://meclabs.com/services/value-proposition) – from MECLABS
Marketing 101: What is a Design Brief? (with 2 examples) (https://sherpablog.marketingsherpa.com/design-2/marketing-101-what-is-a-design-brief-with-2-examples/)
Customer Centricity: How to use transparency to generate customer trust (https://www.marketingsherpa.com/video/transparency-to-generate-customer-trust) – featured session from Michael Norton, Associate Professor, Harvard Business School
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