If you don’t know me in real life, you might be wondering why pizza seems to flow throughout my branding. I can understand that if you haven’t met me before. Because, if you haven’t I probably wouldn’t have had a chance to tell you all the reasons I love pizza, or even why I have a pepperoni slice tattooed on my left wrist. You might find it bizarre that my friends tag me in pizza memes, and I received a number of pizza-related items as wedding gifts. But to know me, you would understand that’s just me. From the outside perspective, it seems odd. I get that because it’s not necessarily traditional, and that’s the way I have lived my life: to the beat of my own drum, uphill against the wind.
If you don’t know me in real life, it’s nice to ‘E-Meet’ you. My name is Bianca Wulwick, and I am a 28-year-old food obsessed digital marketing professional living in Denver, Colorado. I am inherently a foodie. I love the way cooking brings people together, and have a soft spot for the craft and passion that goes into every dish I eat. I feel like pizza is one of those things that can be done by anyone, but to be done well is a true art form.
You see, pizza and I have a torrid relationship. We’ve gone through years of not speaking to one another, only to pick back up where we left off. There’s been a lot of changes in my life throughout my 20s, and learning to love and nourish myself and my body has been one of them. Thus, pizza has been here to stay. To me, it symbolizes a love of life and the world around me.
Choosing to get it tattooed on my left wrist has been an ode to always live life to the fullest, and to believe in the integrity of my work. When it came to setting forth the branding of my company, it was a no-brainer. Pizza is me, and therefore I will entwine it into Bianca Wulwick Creative Services. There’s a lot of pizza out there, but no two pizzas are the same. If you cut corners on your pie game, you’re not going to attract the masses. Much like pizza, marketing can be done cutting corners too. Anyone can make a pizza, but if it’s not done well it doesn’t really hit the spot the same way…and that’s just like marketing.
Picture the best pie you have ever had in your life. For me, it’s Nancy Silverton’s Squash Blossom Pizza at Pizzeria Mozza in Los Angeles. It was a pizza so delicious it brought tears to my eyes. It felt like a total religious experience, and my tastebuds were in disbelief. I had seen the pie featured on a Buzzfeed video, so I made sure to stop in while I was visiting family in Los Angeles last year. It was perfection with a light airy crust and handcrafted toppings. It is the kind of experience that sticks with you for the rest of your life. In fact, I will be going to Pizzeria Mozza this Friday when I visit my family again in Los Angeles. I’m not kidding, it’s THAT good.
Now, picture the worst pizza pie you have ever had in your life. For me, that would be dorm pizza from Toby Kendall Dining Hall. Sure, it was ‘pizza’, but it didn’t feel like it. It was always a disappointment, and I regretted putting it on my plate. The crust was cardboard consistency with an over flowered texture, and the toppings never melted correctly. It was the kind of pizza to make you long for more. To put it plainly, I ordered a lot of BlackJack Pizza my freshman year.
Between those two examples, consider some good and bad marketing you’ve seen. There’s a lot of differing opinions out there on what might be best for your business, but we learn from both good and bad marketing. The good news is that these days, it’s easier than ever to market yourself well online.
Think of Digital Marketing Like a Pizza
I wouldn’t be on brand if I didn’t pull marketing lessons from pizza, so here goes. It’s simple: pizza is just like your strategy. When all of the components come together, you can create something special; however, if one component is lacking you could be doomed to failure. We should always be aiming to have marketing that is just as good as the best slice of Za you’ve ever had.
The Crust: Vision
Think back to why you went into business in the first place. What was your business mission? What sets you apart from everyone else? Your vision for starting your business is the same one you need for your digital marketing strategy, but it might vary slightly. This is also the time and place where you start reigning in your target audience online and compare yourself to the competitors around you. Other things to consider include answering the question of what is or is not working in your current strategy. Much like the crust of the pizza, the lighter your vision the better. Having a clear and concise plan that is simple and easy to follow is much better than a heavy vision with no clear path to success.
Once you have your vision in place, it’s time to get started. This is the fun part, and it is like the sauce of a pizza. There’s a lot you can do here, but every little piece adds a little more value to the crust. Executing your marketing plan means that you choose the channels you want to focus on, the content you have to write/produce, and the cadence in which this happens. A strong sauce has everything locked down, with working flavor profiles. In the execution stage of your digital marketing, you will have your website/email/analytics/PPC/SEO/Facebook pixel and more ready to go.
A pizza without cheese is just bread dipped in sauce. While delicious if you’re a carb glutton like me, it’s not as satisfying without ooey gooey cheese melted to perfection. It’s not pizza without the cheese. Much like a digital marketing strategy is not successful without engagement. Your execution should be focused on getting the end result you are setting forth from your vision. Whether it is more likes, more leads, or an increase in traffic, it’s not successful without traction. If you’re not seeing the results you want, it might be time to add toppings…or optimize, which I will highlight below.
They say you should never mess with a good thing, and for the most part, this is true. Some of the best pizzas are just crust, sauce and cheese; however, when marketing your business you must always be optimizing your recipe to get the best results. In this instance, I think of it like toppings. You can always switch up your toppings atop your perfect pizza recipe to maximize your flavor profiles. In marketing, it’s could be as simple as changing the time you post, the frequency, cadence or what keywords you are optimizing for.
If you’re still reading this, and you still need help for your business, let’s chat. Click here to drop me a line.