The Apple Pie Analogy

Imagine you’re having a party. And you’ve decided to bake a delicious apple pie for your guests. You’ve told everyone. And they’re super excited to try the apple pie. It’s going to be the most delicious apple pie they’ve ever tasted, and you’re going to go down as the best pie baker around. In fact, the apple pie will make the party, and it will be all anyone talks about for years.

There’s a lot of reputation riding on this apple pie.

So, the day before the party you head down to the shop, and of course you’re SO excited about the party and the, what will be, infamous apple pie. You tell the shopkeeper all about your party and the apple pie, and you even drop him an invite. But then, you head to the orange aisle, tip all the oranges into the basket, and take them back to the shopkeeper.

Hmm. Right about now, you’re probably expecting me to say that the shopkeeper looks confused. But no. The shopkeeper scans the oranges, takes the payment, and wishes you good luck with your apple pie.

Stay with me now… because this is exactly what happens in the world of digital marketing all the time. 

As a business owner you know what you want to achieve, be it brand awareness, interactions, or ultimately plain sales. And you’ve heard that Facebook Ads/Google Ads/Influencers (or whatever) are the way to go. So you sign up with a Facebook Ads/Google Ads/Influencer Marketing (or whatever) agency and sit excitedly waiting for those sales to roll in. But nothing happens.

So what’s happened? Well, the agency is more often than not doing a fair job. They are doing what they’ve been paid to do, but unfortunately, it’s just not what you needed. You thought you needed oranges to bake the apple pie, so you bought oranges, and the shopkeeper sold you oranges. But it turns out you need apples. And you also need sugar, and flour, and butter, and maybe some cinnamon too. But you just didn’t know. No-one told you.

But we’ll tell you. To be honest, the services we provide to most of our clients aren’t the services they came to us for. Ask for Facebook Ads and you might just end up with Google Ads. Ask for a website and you could end up with an ads campaign and a landing page. Ask for some blog writing, and we’ll probably suggest some link building too. It’s not your job to devise an integrated marketing strategy, but it is ours.

As long as you know what you want to achieve, we’ll do everything we can to help you bake the most delicious apple pie you’ve ever tasted.

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