Your Marketing is The Connection Volume Control

Marketing Makes Connections - It is the 'volume control' for our business. Once you understand how you have acquired a superpower... So let's start by unpacking what Connection is in a little more detail.

First here’s a precise definition:

Connection is the moment that you make contact for the first time, using paid, organic or hybrid traffic or even affiliates.

One of these 4 large platforms spring to mind when it comes to making the very first connection…

  • Google
  • Facebook,
  • LinkedIn
  • And YouTube (paid and organic). 

I use eMail to develop that Connection.

Before we get into the details, it's important to be transparent about why Connection really matters...

It's a critical component of any long term business, which can work synergistically with the other components to create leverage to make 1 + 1 + 1 = more than 3.

But that's not why it's so important.

Understanding how to create Connection and bring people into our orbit allows us to develop the one thing we want most -- Control.

What we really want -- more than anything -- is a sense of control. We want to know that our business results (and our income) are stable, predictable, and scalable. 

That next month will be better than this month. 

That there's opportunity to increase the value we contribute to the world, expand our horizons, our relationships, and our income.

Making Connections allows us to turn the 'volume dial' for our business...

Once you understand how, you have the superpower required to create stability, predictability, and (if you want it), growth on demand.

To begin developing this superpower...

There are three things to understand about Connection:

  • Intent matters.
  • There are three ways to pay for attention.
  • Two traffic platforms matter most.

The starting point for understanding the Connection you have made is active intent vs. passive potential interest.

When someone searches for something, they're demonstrating active intent.

At that moment, they've made whatever they're looking for a priority. 

That could be information ('how do I improve my golf swing?'), a product ('Callaway Big Bertha driver'), or a solution to a known problem ('best golf clubs to fix a slice').

Google, YouTube, Bing, and Amazon aggregate audiences with active intent.

Passive potential interest is present when...

Someone is not actively looking for what you have to offer, yet they might be interested if they were made aware of it. 

Combinations of demographics, psychographics, and explicit interests are used to identify these audiences.

Facebook, YouTube, LinkedIn, and the Google Display Network aggregate audiences with passive potential interest.

A common myth is that there are two ways to create Connection -- Free vs. Paid traffic. 

The truth is more complicated than that.

There are THREE.

A better way to think about Connection is understanding that there are many ways to pay for access to audiences. 

The most common are time and money or a combination of both.

'Paid traffic' is the catch-all phrase for paying to access Google or Facebook audiences and inviting them to view your offer(s).  

Google Ads (search and display), Facebook, YouTube, Bing, and LinkedIn all have paid advertising platforms where you can bid for actions (cost-per-click, CPC) or ad impressions (cost-per-thousand impressions, CPM).

Paid traffic also applies to affiliate marketing because money is exchanged for awareness. 

It's not uncommon for an affiliate to receive 50% of the revenue for every sale they make, for example. (Occasionally, more or less depending on the offer.)

The concept of 'Free traffic' is a mirage...

It is more accurate to call it 'Organic traffic'. 

It is still paid for but this time through you or a member of your team expending time and energy. And we all know that time is money.

Creating blog posts, articles, videos, and other methods of content marketing are effective methods for generating Connection organically.

Google (search), Facebook, YouTube, Bing, and LinkedIn drive enormous organic traffic volume.

If you do it right.

Mastering paid or organic traffic on all the major advertising platforms is a monumental task. 

The third method of making Connection is to use an hybrid method of accessing these audiences.

By doing this, you straddle both worlds and benefit equally from each.

It is what I call ‘hybrid traffic’.

A very common mistake is to try to master more than one of these 3 at the same time. 

It often leads to suboptimal results.

In my experience, you have to prioritise one of two platforms - Google (search and display), and Facebook - to generate Connection organically because:

  • Together, Google and Facebook reach an estimated 90% of Internet users worldwide.
  • Google search is the world leader in active intent (accessible through its paid search platform, Google Ads, and organic search optimisation).
  • Facebook and the Google Display Network reach massive audiences that do not have active intent but may have passive potential interest.

How do you know where to start?

  • First, decide how quickly you want results and how much you can afford.

    If speed is a priority, most people would recommend paid traffic (search, display, and affiliate relationships) as being the best choice.
  • Second, determine how you want to pay for connection. If you want to invest more time than money, consider either the Integrated or organic options.

    Organic is all about creating excellent story driven content that attracts your peeps.

    Hybrid is about integrating paid and organic methods to leverage both at the same time rather than just doing one or the other. 
  • Third, how important to you is control?

    Paid traffic” can be turned on and off like a light switch. When it’s off, it’s off. You have no traffic.

    Organic traffic” takes longer to build momentum, has almost no granular control but you build long term assets which grow your audience  in the process.

    Hybrid traffic” allows you to have the best of all worlds. Control + long term assets + community building too (more on that tomorrow)
  • Fourth, how important to you is accumulating and acting on data?

    Paid traffic” platforms are ideal for testing ideas quickly, iterating toward success, and building on audience-informed data in real-time.

Awareness is fuel. 

Your business can be like a finely tuned race car, but without fuel, it's not going anywhere.

Organic traffic” allows you test your offers before committing to paid traffic so you stand a better chance of reaching break even more quickly.

Hybrid traffic” allows you to feed off both worlds to optimise your offers faster and more effectively.

Note: Because of my self imposed  space constraint (1,000 words), this post only offers an overview.

Next time we will go deeper... 

Intent needs a lot more unpacking. It's a (very) powerful level.

Okay, up next: Community.


You don't need another secret tactic or hack that promises much but delivers little -- You need a clear people-focused digital marketing strategy which gives you the mindset and vision you need to succeed. Let's get started.


Rory is a savvy marketer who can help you build your digital funnel. What a lot of people underestimate in marketing is establishing the basis. If you don't know what you stand for and who you're talking to, your marketing is a shot in the dark. Rory can help you fix this problem and get you going with clarity.

Hannes Kuehn

I strongly recommend Rory as a strategy and marketing coach for his candid and skilful approach. He’s currently helping me to set up my business and I am finally making good progress with it. Methodology is clear and straightforward and every conversation with Rory represents a major step forward in my journey as he helps me focus, make informed decisions, and move closer to my goal.

Valeria Rosignoli - VR Coaching

Rory is an extremely patient and very expert. He is helping me with my sales funnel and I am learning so much from him. He has a way of keeping things simple and profound. I would highly recommend him!

Chengi Tobun - Black Swan Management Group

Rory is currently helping build my Life Coaching business, and that includes identifying a target market that I connect with, learning how to speak their language, creating products and services catered to my target market, and creating a minimal viable funnel that will help me market.

My journey with Rory has been really great. He understands me and what I want to deliver, he is a great mentor by seeing the answers within me, and works with me to bring those answers out. If you are feeling stuck in terms of marketing yourself or product/service, Rory is the go to man!

Lana Maher

As a presentation professional, part of my core proposition is that I take a client’s idea and transform it into a compelling story and presentation. This is exactly what Rory did for my marketing messaging. He understood immediately what I wanted to communicate. Rory has a wide breadth of knowledge in all aspects of online marketing. I wouldn’t hesitate to recommend him.

Jan Pochop - Founder/CEO, Pochop Presentations

I have been learning the art of marketing with Rory for a couple months now. I have been impressed with how deeply he knows his subject and his ability to make it understandable.

Aman Berry

What I like working with Rory, is his excellent sense for what is important, step by step. He gives me the structure to do the work I need to do, he is giving excellent feedback and at the same time he honors, that in the end I have to decide how the content of my campaign should look like. He is an excellent sparring - partner and a pragmatic coach, who always points to the simple but effective solutions.

Daniela Bomatter

Rory is a great marketer and coach. He’s really helped me refine my marketing message so it resonates with my target market in a powerful way.

Myrna E Arroyo

Boomer Digital is unique because it breaks mindsets that tell us in an older generation that " normal " for me is time to finish . But I am loaded with ideas and inspiration. Boomer Digital is a coach of my generation roaring to me to finish the race with glory not rust out before the starting gun fires.

Just yesterday I became positively irritated about starting out a business. The only available resources were outside my dreams and interests. Here if I don't find the resources I need I see something close enough.

Alan Bowman

Rory has a great marketing insight, offers constructive feedback and also helps you better understand your customer so you can more effectively speak to them. His approach helps you focus on what's important and not get caught up in the unnecessary details so you can get your product launched quickly.

Amber Briggs

I chose to work with Rory for his great personality, clarity and expertise. Still, I got way more than I expected. He coached me through a deep marketing process and my outcome was way beyond what I had expected. It had to do a lot with Rory's strong focus and his ability to understand me and my customers. Rory became a good friend that I will always come back to when I need advice about online marketing and how to build better customer relationships.

Paal Christian Buntz - The Wildman Programme
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