Bye Now! The Button That Kills Your Business

Bye Now!

Yup, I started this article with every marketers FAVORITE button, Bye Now. No, it’s not a typo, here’s why.

Are you one of them? You know, the marketing types that think the value of brand is shit and it’s all about CPC, CAC, and BUY NOW. Yep, like a junkie looking for their next fix, you’re addicted to the quick hit of sales today. Which means you’ve probably sacrificed the opportunity to build a brand and become the dominant, go-to business in your industry.

The Clock Is Ticking…On Your Business

“That's the way the cookie crumbles.”

It's an expression we’ve heard all of our lives. Now, you get to experience the pain of the crumbling cookie and I’m sorry…if you haven’t listened to me since the beginning of time.

If you’ve followed the Ad Zombies story (and my eternal soapbox preaching) you would have realized the importance and value of building a brand first. That's right, building a brand. First.

Why brand first?

It’s simple. When the economy tanks, when there’s no budget to advertise, (that’s another article), when Google announces they are removing cookies from the platform…Oh wait, that’s already happened.

Don’t cry, here’s a tissue.

Now, about Google. The marketing nerds at Google announced that as of 2022 tracking third-party cookies, yes those little crumbs you leave all over the internet, will be gone. Poof! Overnight they will disappear.

What does this mean for marketers who haven't built a brand?

It means you're screwed. It means “too bad, so sad.” Without those cookies re-marketing and retargeting will be near impossible. Tracking potential customers around the internet so you can serve them crappy banner ads…gone.

Now, you're going to have to create contextual advertising that actually matters to your customer or potential customer. So how do you avoid the pain of the crumbling cookie?

Well, you can start today.

We started building our brand many years ago. But don't worry, you've got time to catch up. Start creating ads that entertain, engage, and connect with your audience. For us, it's always entertainment first.

If we can create a dopamine rush in the viewer and get them to smile, share, comment, and like our ads, we win. Because once they start doing that, we can retarget them.

We can drive them into our pipeline, we can get them to download H5, the secret element of writing great ad headlines, we can get them to subscribe to our brain blast, or we can elicit feedback from them in Facebook groups.

Yes, there are countless ways to capture those potential customers and turn them into paying clients. However, with cookies going away, it's going to be harder. Especially if all you do is rely on sales-based advertising and following people around the internet with shitty banners.

Start building a brand before your cookie crumbles and your business gets swept away.