The Hawke Method of Marketing — Erik Huberman // Hawke Media

Show Notes

• 02:32
  The rationale for naming the book The Hawke Method

  The companys name was included in the books title in order to align it with the brand. Ultimately, they wanted to have their logo and name on bookshelves all over the world to drive brand awareness.
• 03:13
  Why The Hawke Method was created

  Erik was aIready doing a lot of public speaking on the general principles of marketing. So, it was easy for him to create a book because the content was already in his head and easy to put on paper.
• 04:40
  Using The Hawke Method as a money maker

  While getting the book on best-selling book lists created some credibility, it didnt drive sales. The most value was derived from sending it to their clients and employees to align their language with the books principles.
• 07:10
  Dealing with distribution and becoming a bestseller

  Copies of The Hawke Method were sent to celebrities to share on their social media. Amazon and Facebook ads were run in addition to being listed in the top 10 books of the year lists, and a media tour was done as well.
• 08:27
  Accelerating the sales cycle

  At times, marketers forget to nurture potential buyers between creating awareness and making the sale. This is generally done through email marketing, SMS, content, web design, etc to drive conversions.
• 10:42
  Driving conversion rates

  Email, SMS, site development, etc all help to increase your conversion rates. And, all of these activities should be taking place during the nurturing process with potential buyers.
• 11:13
  The broken nature of measuring return on ad

  Essentially, this is a broken metric that sees Facebook taking less credit than theyre supposed to. Its also led companies to mistakenly believe their ads are performing badly when they just need to understand modern marketing 101.
• 13:12
  Measuring whats a last click conversion vs what drives value in the marketing cycle

  Ultimately, what you should be looking at is multi touch attribution. Many times, a variety of touchpoints are needed to engage a customer before they make a purchase such as some content, Facebook ads, search ads, etc.
• 14:27
  Similarities between B2B and B2C marketing channels

  While the way in which you sell to B2B and B2C customers differ, the marketing channels are similar. What marketers must keep in mind is that B2B marketing is still about marketing to a person at a business, not the business itself.
• 16:00
  Incorporating influencer marketing into the B2B marketing mix

  Influencer marketing can play a significant role in B2B marketing. Its all about identifying the thought leaders within your industry and having them talk about your product to their audience to increase your credibility.
• 17:02
  The importance of getting the numbers right when measuring return on ad spend

  Digital agencies and eCommerce stores are down because they are misreporting their ad spend. So, when measuring return on ad spend, you must incorporate the purchase cycle and the lifetime value of the customer.