Robert May’s Online Marketing Secrets Revealed

Just like many other industries, the online marketing industry is constantly changing and evolving to stay ahead of the competition. With new platforms and channels emerging every day, it can be difficult to keep up with what is considered ‘best practice’. While some industries struggle with over-regulation and increased complexity, the online marketing industry is truly unique in that it continues to operate under the radar of most industries, operating in a highly controlled and structured environment. This has allowed it to evolve and change at a faster pace than most other industries.

In many ways, the evolution of digital marketing has shifted the playing field in favour of the consumer. Where once consumers had to rely on word of mouth to discover new products, brands, and services, today they can engage with businesses and other companies online.

This shift has also influenced the way in which we think about marketing as a whole. Previously, marketing was considered to be mostly about advertising and branding, with some SEO thrown in as a bonus. However, in today’s world, digital marketing is a lot more complex and has evolved to incorporate SEO, content marketing, social media, and influencer marketing.

In this article, we will examine the complete digital marketing strategy of one of the most successful and well-known businesses in the world – Robert May. More importantly, we will examine the strategies and tools that they have used to establish themselves as a market leader, handling over 500+ million USD in annual revenue.

Key Takeaways

One of the first things that you will learn about when studying Robert May’s digital marketing strategy is that they have implemented a very formalized approach to digital marketing, something that has been referred to as ‘Scientific Marketing’. This will be the focus of this article, so if you are interested in learning more, you can click here to access the complete Robert May article.

In addition to the formalized approach that they have implemented, another important thing to note about Robert May is that they have always viewed customer experience (‘Consumer experience’) as the most important aspect of their business. Indeed, they were one of the first e-commerce businesses to focus on delivery, after seeing the negative impact that slow delivery had on their buyer’s experience. This is why they have always placed such a high emphasis on ensuring that their customers are satisfied with their products and services, even when they are experiencing technical issues with delivery or have to ask for some additional time to ensure their products are packaged safely and arrive on time. Customer experience is at the very core of their business, and everything that they do, from marketing to sales to delivery is aimed at creating the best possible customer experience.

It is also important to point out that, while they pride themselves on being the best, they also understand that they are not perfect and are open to new ideas and new ways of doing things. This openness has enabled them to evolve and thrive as an organization, incorporating the very best of what they have learned along the way and using these lessons to continually improve their offering.

What is Scientific Marketing?

As mentioned previously, one of the first things that you will learn about when studying Robert May’s digital marketing strategy is that they have implemented a very formalized approach to digital marketing, something that has been referred to as ‘Scientific Marketing’.

Scientific Marketing is an approach to marketing that was first developed by futurist and marketing guru Edward Hyman, in his book The Definitive Guide to Digital Marketing. The approach is designed to be very systematic and structured, incorporating specific and measurable goals, with the ultimate aim of producing highly accurate results.

In order to practice Scientific Marketing, you will need to develop a plan and set specific, measurable goals. In the example below, I have used the popular marketing analytics tool Google Analytics to develop a clear picture of the type of audience that is visiting my blog. Once you have set your goal, you can determine what actions will be required to achieve the result.

  • Create content that appeals to my target audience
  • Hire freelance copywriters to create engaging articles for my blog
  • Rerank my blog in search results using free tools like Google Authorship
  • Create and distribute educational content that teaches others about my niche
  • Establish my blog as a thought leader in my niche
  • Measure the effectiveness of my marketing campaigns using analytics tools such as Google Analytics

Why is a scientific approach important for marketing?

A scientific approach is important for marketing for a number of reasons. Firstly, marketing is not a ‘set it and forget it’ activity. Like any other aspect of business, marketing is continuous, evolving, and requires constant attention and refinement. A systematic approach allows you to continually improve your practice and ensure that you are always doing the best that you can. It also provides you with the structure and the documentation that you need to be able to show your stakeholders, such as customers, partners, and shareholders, that you have ‘thought through’ the strategy in advance and how you are going to carry it out. Finally, it provides you with a clear direction of where you are heading and what you are trying to achieve. A digital marketing strategy with a solid plan and a clear direction is far more effective than a strategy that is either ‘guestimated’ or ‘scraped together at the last minute.’

How does Google Analytics fit into the Scientific Marketing approach?

The next element of Scientific Marketing that you will learn about when studying Robert May’s approach is how they use Google Analytics to track the results of their campaigns. While traditional marketing metrics, such as adWords clicks and website traffic, can be very informative and provide a good indication of how effective your campaigns are, they can also be very difficult to accurately measure. This is where Google Analytics comes into play. Analytics provides you with data that is much more accurate and allows you to pinpoint the effectiveness of your campaigns.

By incorporating Google Analytics into your plan, you will be able to accurately track the results of your marketing activities and determine whether or not these activities are bringing about the desired results. You will also be able to identify areas that you need to work on to improve your practice and the effectiveness of your campaigns. 

What does ‘Scientific Marketing’ mean in practice?

Once you have developed a plan with specific and measurable goals, you can start implementing Scientific Marketing by taking it one step at a time. For example, you might want to start by creating content for webinars and offline events, while simultaneously building an email list. Once you have established a baseline level of content for these platforms, you can move on to the next. As you get more experienced, you can start to integrate your plan into broader marketing activities, such as advertising or sales.

By following a structured and systematic approach to marketing, you will be able to achieve highly accurate results and ensure that you are always doing the best that you can. This approach is not only valuable for identifying specific results, but it can also help you identify new ways of approaching marketing and determine what would be the best fit for your business.