What are the rules of digital marketing?

From the desk of Kaelan Moss.

RE: The Digital Marketing Rulebook

From the desk of Kaelan Moss - Howdy 🤠

---

Most marketing teams are hypnotized.

Ever heard of something called a "data silo"?

According to IBM, a Data Silo is:

"An isolated collection of data that prevents data sharing between different departments" - IBM

Basically saying that "people in companies don't talk to each other".

The bigger the company, the harder it is to get people together.

The harder it is to get people together, the hard it is for the company to be on the same page.

That's why so many teams don't know what other teams do.

It's human nature.

The larger the group, the more subgroups there are.

It's always been like that.

We're built to live in small tribes of 18 or less people.

You can't defeat human nature.

But you can set up systems to work with it.

That's what this letter is about.

---

If you've found yourself asking:

What are the rules of digital marketing?

Then you're in luck because...

I'll show you the rules, and give you a system to play by the rules.

---

But first:

The rules of digital marketing.

These CAN-SPAM rules are from the Federal Trade Commission (FTC) website:

• Honor opt-out requests promptly.

  
  

• Subscribers have the right to be forgotten.

  
  

• Monitor what others are doing on your behalf.

  
  

• Don’t use false or misleading header information.

  
  

• You must disclose clearly that your message is an ad.

  
  

• Subscribers and members can opt out of marketing emails.

  
  

• Tell subscribers how to opt out of marketing emails from you.

  
  

• Your message must include your valid physical postal address.

  
  

• Subject lines must accurately reflect the content of the message.

  
  

• Subscribers have the right to know about the personal information a business collects about them and how it is used and shared.

There's an full list of digital marketing rules, which you can find here:

1. GDPR

2. CCPA

3. CAN-SPAM

4. Telemarketing

5. Online Ads & Marketing

6. Endorsements, Influencers, and Reviews

---

Now that you have the digital marketing rules...

Let's talk about how to:

Create a System To Follow

The Digital Marketing Rules

(Based on human psychology)

---

Step 1 - Know The Digital Marketing Rules

You HAVE to know these rules.

Bookmark or print these rules if you have to.

Here they are:

1. GDPR

2. CCPA

3. CAN-SPAM

4. Telemarketing

5. Online Ads & Marketing

6. Endorsements, Influencers, and Reviews

   
   
   
   

---

Step 2 - Talk About The Problem

If you don't talk about the problem, you won't realize its a problem, and you won't solve it.

Most companies are a ticking time bomb.

They're one mistake away from getting:

• Fined

• Blocked

• Put the the SPAM folder

Lack of communication destroys a business.

Two great books I recommend for getting to the root of problems, and solving them, are:

1. Principles by Ray Dalio

2. Good to Great by Jim Collins

If you apply even one principle from either of those books, you can change the whole company.

---

Step 3 - Document Everything

Documentation gets everyone on the same page.

You need standard operating procedures (SOP's).

Your business has campaigns that are specific to the company (and the customers).

Your campaigns require precision.

Systems need to run your operation.

Everyone needs to be buy into the marketing systems.

And just so you know...

Anyone can create a standard operating procedure.

Tools like Scribe and Loom let you document whatever you want.

Once you choose a tool to help you document your process, it's time to get to work.

When you document, you solidify "the way things are done".

That's a lot of power.

You're shaping the direction of the business.

If a process doesn't exist, then someone needs to create it.

The "Process Master" should document the process.

A Process Master = A person who knows the process better than most people because they do the process regularly.

Solidify your marketing processes in writing so that your Process Master isn't the only one with the knowledge.

Because if the Process Master leaves the company, so does the process.

You HAVE to get your marketing operations written down on the proverbial "pen and paper".

Nothing else will suffice.

---

Step 4 - Assemble a Committee

What is a committee anyway?

A committee is a group of people who care about the systems you're building.

Everyone needs to buy in 100%

To be in a committee, by nature, you must be committed.

As you appoint the members of the committee, remember that they must have authority in the company.

If they don't have authority, how can they govern?

Hence, the whole 'governance" process of making sure that rules are followed.

This is how governments work.

Your committee members need to enforce their authority.

They need to demand that systems be created and processes be documented.

They also need to oversee that those systems are being followed.

They need to enforce the "Governance" part of the marketing team.

This is how law and order is established.

As time goes on, people will understand to follow the rules.

It may not look like it now, but you need disciiplne, punishment, and reward to enforce your rules.

If people break the rules, it's time to assess why they broke them, and enforce punishment as you see fit.

If people abide by the rules, then you need to publicly congragulate them, and reward them as you see fit.

All of this should be done with a spirit of love and encouragement.

Enforcing rules doesn't need to be a bad thing.

Enforcing rules can be a learning experience when everyone can grow.

You just have to know your mission.

As long as you have a strong enough WHY, you'll get where you want to go - which is ultimately "playing by the digital marketing rulebook".

---

Step 5 - Know your Resources

• You know the rules of digital marketing.

• You know the problem of not following the digital marketing rules.

• You documented everything.

• You assembled a committee.

But what about the tools at your disposal?

What do you have in your marketing technology toolbox?

• What comes built in?

• What can you create with code?

Those are the golden questions.

Use the tech you have to help you follow the rules.

When it comes to tech, I'm going to talk about Salesforce Marketing Cloud.

I have 8+ experience with Marketing Cloud, so I know it the best.

You can use other tech like Braze and Hubspot to follow the rules.

So let's talk about what Salesforce Marketing Cloud Engagement has.

Salesforce Marketing Cloud Features:

• Tokenized Sending

• Field-Level Encryption

• Data at Rest Encryption

• Allowlisted IP Addresses

• Event Notification Service

• Reconcile Transactional Sends

• Data Protection and Privacy Tools

Salesforce Marketing Cloud Resources:

• CAN-SPAM Requirements

• What Happens When You Click Send

• Opt-In Best Practices

• Confirmed Opt-In

• Email Deliverability

Those features, tools, and resources set you up for digital marketing success.

---

To Recap:

Digital marketing is a wild game.

If you play by the rules you will see success.

But you need a system in place.

Follow this simple psychological system and you'll see success.

Success starts with people.

If you get the people part right, you have a GREAT chance for success.

Follow the system and get results.

Kaelan Moss - MinuteAdmin Out ✌🏽

---

PS - When you're ready, here's how I can help:

The Marketing Cloud Career Development Program: Every new project I do gets added into this program. It grows with time (so you can grow your marketing career with it).

The Marketing Cloud Career Development Program

---

Marketing Cloud Consulting: Do you want to build something in Marketing Cloud but need a trusted advisor & team? MinuteAdmin consulting can help. DM Kaelan Moss on LinkedIn to get started.

Salesforce Marketing Cloud Consulting by MinuteAdmin