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Author

Andy Walker
May 21, 2024

Offense Driven Marketing

Welcome to the Home Service newsletter.

In today’s newsletter, we are going to cover:

  • Multiple Customer Acquisition Channels

  • Offense vs. Defense Marketing Strategies

  • Why you need to have both

It is approximately a 4-minute read.

Actionable Tip

What is offense marketing? It’s exactly as it sounds. You are on the attack. You are forcing eyeballs onto your offer and not taking no for an answer.

Why should I care? The best operators have multiple customer acquisition channels. They always have an offense and defense on the field.

How do I get started?

  1. Watch this video

  2. Pick two attack methods to learn

  3. Put them into action

Risks of Outsourced Thinking: John Huber of Saber Capital

Making Asymmetrical Bets: Dhando Investor

Offense Vs. Defense Marketing Strategies:

You have two types of marketing: offense and defense. To win big, you need both. When one isn’t working, the other will be firing on all cylinders, and when both fire simultaneously, you will be printing hand over fist.

Offense Marketing includes strategies for getting your offer/service in front of people’s eyes. This is where you create awareness and plant seeds. Some offense strategies will have faster feedback loops than others. This is why you must pick two at a minimum.

Examples include:

  • D2D Sales

  • Content Marketing

  • Email/SMS

  • Direct Mail

With D2D sales, your feedback loop will close in an instant. With content marketing, your feedback loop will close slowly and be grueling. The progress of content marketing is not linear.

The content you put out today will win you a customer six months from now. With good content, you leave no doubt in the customers' minds who they will come to when they need your service.

Remember this: Valuable content > Transactional content

Defense marketing includes strategies such as SEO & Google Ads. It is in place for when a potential customer searches for your service. Different from offense, you have to wait until they are in need. With offense, you create awareness and urgency.

Now, you should see why both are necessary to keep a full pipeline at all times.

You can’t attack everyone on the offense because they won’t always be a ready buyer, and you can’t possibly reach everyone, but the two will play together at some point.

When your offense fails in the short term, but later on, that customer is searching for the same service, and you appear, they will remember. They already have a face to recognize, and it will give you a competitive advantage on the defense because you already made one point of contact.

How I can help you:

  1. You can apply to work with my agency, Stryker Digital (link)

  2. You can read my free local SEO guide (link)

  3. You can read my free Google Ads guide (link)

  4. You can listen to our business podcast (link)

You can also reply to this email.

I reply to absolutely everyone who replies to me.