Blog: Features

What Do Sales, Ovens and Cosmetic Surgeries Have in Common

Design Rush Podcast 36 with Jason Ciment

Ever feel like marketing is stuck on repeat? Same old tactics, same old results?  

Yeah, me too. 

That’s why I was pumped when I was invited to do a podcast interview here on the Design Rush Podcast 36. The episode title, “What Do Sales, Ovens and Cosmetic Surgeries Have in Common?”, might sound crazy, but trust me, it’ll make perfect sense in a sec.

Here’s the juicy stuff: I spill the tea on how to break free from the snoozefest and achieve exceptional marketing with unconventional strategies. 

Buckle up, because I’m about to show you how to become a marketing rockstar (without needing a giant budget or a fancy degree).

Who Is Jason Ciment?

Meet Jason Ciment: A powerhouse in digital marketing, I serve as the co-founder and CEO of Get Visible, a dynamic agency specializing in web development, SEO, and social media strategies. With over two decades of marketing expertise under his belt, my background is uniquely diverse, boasting credentials as a Certified Public Accountant (CPA) and an attorney.

Beyond my professional background, I am a published author, sought-after speaker, and host of an insightful podcast. Through these platforms, I generously share my wealth of knowledge to empower businesses in expanding their online footprint.

In essence, I Ciment is not just a digital marketing expert; I’m a multifaceted leader dedicated to driving success in marketing businesses.

Unconventional Marketing Hacks You Never Saw Coming

Forget Age and Gender, Think About Desires!

We’ve all seen marketing campaigns that target specific demographics like age or gender. But I say there’s a cooler way to do it: psychographics. This is all about understanding the why behind what people buy.

Imagine you’re trying to sell fancy ovens.  Traditionally, you might target “women 35-55.” 

But what if you dug deeper? 

I use the example of targeting women who have undergone cosmetic surgery. Why? Because they might have a strong desire to showcase their beautiful homes during social gatherings. This approach allows me to craft a message that resonates with a specific audience segment, regardless of age or gender.

Think Outside the Box: Unexpected Connections

Here’s where things get REALLY interesting.  

  • I emphasize the power of finding unconventional correlations between seemingly unrelated things. Let’s say you sell relaxation tanks, those comfy, sweat-wicking shirts perfect for chilling. You might think your target audience frequents yoga studios or spas. But what about people who buy a specific type of bath salt at a particular grocery store, like Whole Foods or Trader Joe’s?  
  • There might be a hidden connection between these seemingly unrelated factors. People who buy those bath salts might be super into relaxation, making them a perfect target audience for your relaxation tanks.
  • By going into consumer data and uncovering these unique correlations, you can reach highly targeted and receptive audiences.

The Key Takeaway?  Go Beyond the Obvious!

So, what’s the big lesson here?  

Don’t just focus on surface-level demographics. 

Look for the deeper reasons why people buy what they buy. By understanding consumer psychology and uncovering unexpected connections, you can craft marketing strategies that are laser-focused and get real results.

Understanding Consumer Psychology

I’m right on the money! Consumer psychology is like revealing a secret code. It’s about understanding why people buy the things they do, even the seemingly random stuff. But here’s the cool part: you can use this knowledge to target customers in surprising ways. Here’s how, with some brainstorming questions to get your marketing juices flowing:

Finding Hidden Links:

  1. Unexpected Overlap: What seemingly unrelated products or services could people who buy a specific item also be interested in? Think like me with relaxation tanks – what kind of grocery shopper might be more likely to want one? Maybe those buying healthy, organic food who prioritize wellness?
  2. Shared Needs: Can you identify a deeper need that connects different products? For example, people who buy sports equipment might also be interested in healthy meal delivery services. Why? They both tie into a desire for an active lifestyle.

Let’s get Specific! Brainstorm some ideas:

Product: Energy drinks

Question: What seemingly unrelated item could you target alongside energy drinks?

Possible Answers: Healthy snacks (for a balanced boost), breath fresheners (for that post-workout confidence!), portable phone chargers (for gamers or night owls who need their energy to last).


  • Data is your friend: Look at sales data to see what products are frequently bought together. This can give you clues about hidden connections.
  • Think outside the box: Don’t be afraid to get creative! The most surprising connections can be the most effective.
  • Test and refine: Once you have an idea, try it out on a small scale and see how it works. Be prepared to adjust your approach based on the results.

By understanding consumer psychology and uncovering those unexpected links, you can craft marketing campaigns that resonate with your target audience on a deeper level. So, put on your detective hat and start hunting for those hidden connections!

Should You Hire In-House or Outsource Your Digital Marketing? Weighing the Pros and Cons

The point about outsourcing digital marketing is a big one.  Building an in-house marketing team can be expensive, but is it always the best choice? Let’s break down the pros and cons of both options to help you decide:

Building an In-House Marketing Team: Pro & Con

Pro? Complete Control: 

  1. You have complete control over your marketing strategy and execution. 
  2. You can ensure everything aligns perfectly with your brand vision.

Con? High Cost: 

  1. Hiring qualified marketers requires competitive salaries, benefits, and ongoing training. 
  2. This can be a significant financial burden for small businesses.

Con? Knowledge Transfer: 

  1. Building a well-rounded in-house team requires expertise in various digital marketing areas like SEO, social media, and content creation. 
  2. It takes time for new hires to fully understand your brand and target audience.

Outsourcing to a Digital Marketing Agency: Pro & Con

Pro: Cost-Effective: 

  1. Agencies typically offer flexible pricing models that can fit your budget. 
  2. You only pay for the services you need, and you don’t have to worry about employee benefits or overhead costs.

Pro: Expertise & Resources: 

  1. Agencies have a team of experienced professionals who stay up-to-date on the latest digital marketing trends and tools. 
  2. This gives you access to a wider range of expertise than you might be able to afford in-house.

Con: Loss of Control: 

  1. You relinquish some control over your marketing strategy by outsourcing. 
  2. It’s crucial to choose an agency that aligns with your brand voice and values.

The Best Choice for You Depends On:

  • Your Budget: Outsourcing can be more cost-effective, especially for smaller businesses.
  • Your Needs: Do you need a full-service agency or just help with specific areas like social media management?
  • Your Time Commitment: Building an in-house team requires significant time investment in recruitment, training, and management.

The Takeaway:

Whether you choose in-house or outsource, the key is to find a solution that allows you to focus on your core business while effectively reaching your target audience. Don’t be afraid to explore a hybrid approach, combining in-house resources with outsourced expertise for specific tasks.

The Lead Gen Ladder: Climbing to Conversion Success

Lead generation is the lifeblood of business growth. Here’s why it matters so much, broken down into clear steps:

Step 1: Attract Your Ideal Customers

Niche Down: Being super-specific about who you serve allows you to tailor your message perfectly. Imagine whispering directly to your ideal customer instead of shouting into a crowd.

Content is King (or Queen): Create valuable content like blog posts, videos, or social media content that addresses your target audience’s specific needs and challenges. This positions you as an expert and attracts the right kind of leads.

Step 2: Capture Those Leads

Calls to Action (CTAs): Don’t leave people hanging! Tell them what you want them to do next, whether it’s subscribing to your email list, downloading a free guide, or contacting you for a consultation.

Landing Pages: Design dedicated landing pages that offer valuable resources (like ebooks or webinars) in exchange for contact information. This builds your email list and lets you nurture leads over time.

Step 3: Nurturing Leads into Customers

Email Marketing: Stay connected with your leads through personalized email campaigns. Offer them helpful content, answer their questions, and educate them about your products or services.

Lead Scoring: Qualify your leads by assigning points based on their engagement and interest level. This helps your sales team prioritize leads with the highest conversion potential.

The Outcome: Building Brand Authority & Revenue Growth

By consistently generating high-quality leads and nurturing them through these steps, you achieve two key things:

Brand Authority: When you provide valuable content and demonstrate expertise, you build trust with your audience. People start to see you as the go-to source for their needs.

Revenue Growth: Qualified leads are more likely to convert into paying customers. By attracting the right leads and nurturing them effectively, you pave the way for sustainable business growth.

Remember, lead generation is a continuous process. The more you refine your strategy and learn from your data, the better you’ll become at attracting, converting, and retaining customers.

Measuring Marketing Success

Measuring marketing success isn’t an option, it’s a necessity. It’s like having a treasure map without a compass; sure, you have a general direction, but how do you know if you’re actually getting closer to the gold (increased sales and brand awareness)? Here’s why tracking key metrics is crucial, and how to decipher what they’re telling you:

The Four Horsemen of Marketing Measurement:

Imagine these as your trusty steeds, each offering a unique perspective on your marketing journey:

  1. Rankings: Where do you stand in the vast online landscape? Tracking your search engine ranking for relevant keywords shows how well your website is performing in search results. A higher ranking signifies greater visibility, potentially leading to more website traffic.
  2. Website Traffic: Think of website traffic as footprints in the sand – they tell you how many people are visiting your digital doorstep. But it’s not just about quantity; analyze traffic sources (organic search, social media referrals) to understand where your visitors are coming from and tailor your marketing efforts accordingly.
  3. Leads: These are potential customers who have expressed interest in your product or service. Tracking lead generation helps you measure the effectiveness of your marketing campaigns at attracting qualified leads. The more leads you generate, the greater the pool of potential customers you can nurture into buyers.
  4. Sales: This is the ultimate destination – converting leads into paying customers. By tracking sales figures alongside your marketing efforts, you can directly assess the impact of your campaigns on your bottom line.

Metrics Don’t Lie, But They Do Need Interpretation:

Remember, numbers don’t tell the whole story. 

  • Look at trends over time and compare metrics across different marketing channels to gain a deeper understanding. Here’s an example:  Increased website traffic might seem like a win, but if those visitors aren’t converting into leads, it’s time to re-evaluate your strategy.
  • By consistently tracking these key metrics and analyzing them holistically, you can transform marketing measurement from a chore into a powerful tool for optimizing your digital marketing efforts.

This interview is a treasure trove of actionable tips for marketers of all levels. From the power of understanding consumer psychology to the art of measuring success, the insights shed light on how to navigate digital marketing. But this is just a taste of the full conversation! Tune in to the complete podcast for even more in-depth strategies and practical advice to help you take your marketing to the next level. You won’t regret it!