For anyone who’s ever been tasked with building out a marketing plan for their business, you know how stressful it can be. There are countless moving pieces and you struggle with how to connect them all into one cohesive marketing campaign. If you are looking for some advice on where and how to begin, I highly suggest filling up your coffee cup and sitting down to read Shama Hyder’s newest book, “Momentum.” She breaks the book down into five easily digestible principles that can take you from confused marketer to a competent and capable Digital Age Marketing master.

Agility Through Analytics

Shama Hyder Momentum

Agility, defined by the Merriam Webster dictionary as ‘the quality or state of being agile.’ Agility means being able to quickly change tactics or methods when something is either going wrong or right. Having agility in your marketing plan is so freeing because it gives you the capability to make frequent adjustments to your marketing strategy and your campaign based on real-time data.

If halfway through your campaign you realize your ‘Contact Us’ CTA isn’t performing as you predicted it to, you don’t have to wait for the campaign to finish to correct your error and take another look at that landing page. This chapter taught me that we should challenge the status quo more often. We should rely more heavily on the data in our marketing campaigns. Just because we are often taught to wait until a campaign finishes to adjust course or alter tactics doesn't mean you should ignore the data right in front of you.

Key takeaway: Use analytics to back up decisions and actions because they’re the proof that it’s the right decision.

Customer Focus

We can all agree that customers are important, right? If you said yes, then you probably realize it makes sense to include customer focus into your next marketing campaign. But how? The first thing Shama taught me in this chapter was you need to identify who your customers are using well-crafted personas and listen to (and act on) their input and feedback. You should become a brand whose values your customers want to be associated with.

Here are a few tips she shared:

  1. Create every marketing strategy by first putting yourself in your customers’ shoes.

  2. Have conversations, don’t recite monologues.

  3. Provide amazing customer service.

Shama put it best, “The question companies asked used to be: what does our brand say about us? Today, the question needs to be: “What does doing business with us allow our customers to say about themselves?”

Key takeaway: Never stop asking how you can help your customers and re-evaluating who they are. Customers’ needs and preferences change, especially in the digital world. If you don’t adapt your strategy to fit your customers’ current situation (and their identity) you’ll lose them.


When companies used to form their departments, they would create separate positions for offline and online efforts. The two departments would never communicate with each other, and their efforts, if at all, were loosely related and rarely worked together as one marketing team.

Today we realize that a company’s digital and traditional marketing efforts must be fully aligned in order for your business to create a consistent brand experience for the customer. To do so, make sure both departments are fully aware of the others’ efforts and are working in tandem to reach common goals.

This new approach to marketing is such a revolution that a new word has been coined to describe it: digical.

Key takeaway: Your offline branding should complement your online branding (and vise-versa) to create a seamless brand experience wherever your brand is encountered. Your online and offline marketing teams need to work together towards common goals to create a digical experience.

Content Creation

I've said it before, but I’ll say it again… quality trumps quantity. When it comes to content creation, produce items that are higher-quality, relevant to your audience, engaging, and provide share-worthy value.

"It's not simply enough to collect or even create content anymore. Content must be presented in an organized way.”

If in the past you’ve been rewriting generic content that can easily be found anywhere on the web, you aren’t providing a lot of value to your customers. Therefore, you are giving them no reason to read the information on your website, when they could just as easily find that same information on a different website. If you want to stand out in the crowd, try creating your own tips + tricks, or addressing industry trends through your unique lens.

Key takeaway: It’s not enough to simply collect or even create content anymore... it must be kept up-to-date at all times, so that no matter when a potential customer accesses it, they will find the information relevant and helpful.


"Every relationship, every connection, has the potential to boost your marketing momentum.”

Ask yourself this question, “Are your campaigns working together and building on each other, or are they launched separately and competing with each other, rather than with your competitors’ campaigns?”

Hopefully, you answered that they are working together, but if you had to think on it for a while, you might want to take a second look. Cross-pollination is all about building a multi-layer campaign that reaches across channels, like when you share a blog post on Facebook or ask your email subscribers to follow you on LinkedIn. A good place to start your efforts is by combing your email marketing with your social media marketing.

Key takeaway: Integrate every single resource your company has into your marketing strategy, allowing each to inform your use of the others.

If you are overwhelmed by all of this information or are thinking “I have no time to read a book, I need answers now!” we have a solution. Grab a ticket to One Squared, coming up on April 25, 2019, and you’ll be able to learn from the Marketing Master herself, plus two other professionals, Mark J. Lindquist and Amy Landino.

I'd love to introduce myself in person and chat about the book with other Momentum enthusiasts like myself, so make sure you say ‘hi.’ I can’t wait to see you there!

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