They structure campaign objectives into 3 stages of the funnel– Awareness, Consideration, and Conversion.

And within these stages, they have objectives like awareness, lead generation, video views, and website visits.

Facebook has the same ones, but it’s not Facebook.

Google has the same ones, but it’s not Google.

Twitter has the same ones, but it’s not Twitter.

It’s LinkedIn!

Is it because they’re copying each other?

No, it’s because these are BUSINESS objectives that we as marketers and entrepreneurs need to be using to structure funnels that drive sales.

If you recognize this pattern, you also recognize why your digital strategy needs to be CHANNEL-INDEPENDENT.

That means you set up your Goals, Content, and Targeting (also known as your “strategy”)— and then distribute them across Facebook, YouTube, LinkedIn, Email, and whatever.

As a smart marketer, your relentless focus on the customer’s journey– solving their pain points and creating helpful “content” means that you don’t focus on channel-level minutiae.

Besides, the pros know that all channels are converging into the same engine and same interface. So get your strategy right first before getting distracted in the weeds.

Do you want to make a quick buck today off some hack that dies tomorrow or set a strategy that will generate results for you for years to come?

Dennis Yu

Dennis Yu is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other organizations that have many locations. He has achieved 25% of his goal of creating a million digital marketing jobs because of his partnership with universities, professional organizations, and agencies. Companies like GoDaddy, Fiverr, onlinejobs.ph, 7 Figure Agency, and Vendasta partner with him to create training and certifications. Dennis created the Dollar a Day Strategy for local service businesses to enhance their existing local reputation and make the phone ring. He's coaching young adult agency owners who serve plumbers, AC technicians, landscapers, roofers, electricians in conjunction with leaders in these industries. Mr. Yu believes that there should be a standard in measuring local marketing efforts, much like doctors and plumbers need to be certified and licensed. His Content Factory training and dashboards are used by thousands of practitioners.

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