3 Smart Online Marketing Lessons From A Racing Phenomenon

smart online marketing

If you’re an entrepreneur, you already understand how important marketing is. It’s one of the main methods you use for getting more customers. But it isn’t easy. It can pose a challenge to many business owners. However, sometimes it’s just a matter of finding the right approach.

If you’re reading this article, you’re probably an entrepreneur who is interested in learning more about how to market your business. If this is the case, there’s something you can learn from race car and world rally driver Josh Cartu.

Not only is Cartu a race car driver with AFCorse Ferrari, he is also a great marketer. Here are some of the ways Cartu has managed to become a successful marketer.

Who Is Josh Cartu?

Cartu is an international race car and rally driver who has participated in many of the major race rallies that are held all around the world. These rallies include Gumball3000, Mille Miglia, Targa Florio, and many others.

He is also an amazingly successful entrepreneur. Before he became a race car driver, he owned a media and software development firm. He is also a Ferrari Club President.

Not too shabby, right?

As an entrepreneur and race car driver, Cartu knows how to use marketing to build a successful brand and stand out from the crowd. Through his marketing savvy, he has created an engaged following using social media. Currently, he has over 79,000 followers on Instagram.

You Don’t Have To Be In Your Audience’s Face

In the world of race car driving, much of the marketing involves sponsorships. Hundreds of brands use Formula 1 races to promote their businesses. This is known as sponsorship marketing.

There is an immensely valuable lesson that entrepreneurs can learn from sponsorship marketing. It’s something that can make it easier for you to occupy space in the minds of your prospects. According to Cartu, much of sponsorship marketing is done on a subliminal level. It’s a subtle way of marketing by becoming more familiar to your audience.

Even if you’re not a fan, you have probably seen a few races, right? So you have probably noticed how each car is emblazoned with logos for the companies that sponsor them. Every time you’re watching a race, you are being bombarded by tons of logos from different companies.

Seeing these logos over and over again will make you more likely to buy from the companies that are marketing to you. Why? Because as you continually see these logos, you are becoming more and more familiar and comfortable with the brands that are marketing to you.

It’s a subliminal way of making you buy their products. Pretty sneaky, right? Maybe, but it works.

Don’t get me wrong. I’m not saying this means you should start sponsoring races.

The issue isn’t just about finding ways to display your logo in as many places as you can. The issue is finding the right way to gain exposure for your business in a way that allows you to get into the minds of your audience without selling.

There are times when overt marketing is more appropriate. There are also times when a more subtle approach is more effective. Here’s an example.

Danny Iny, founder of Mirasee (formerly Firepole Marketing) is a great example of this principle. When he first started out, he relied heavily on guest posting on the major blogs in his industry. He wrote tons of content for these blogs.

The pieces he wrote weren’t salesy. He wasn’t promoting a product or his company. He was just writing articles that helped his readers solve their problems. That’s it. Over time, he was able to stand out. He eventually earned the nickname “The Freddy Krueger Of Blogging.” It happened when one of his readers made the comment that “Everywhere I go, you’re there!” Just like Freddy Krueger.

However, that’s not the end of the story! Iny used this nickname to create a digital product that teaches people how to gain more exposure by using the guest posting strategy.

See how it works?

Danny Iny made sure that he showed up everywhere his potential audience would be. In this way he grabbed the attention of his audience. It can work for you too. When you find more subtle ways to market your business, you will be able to see how much easier it will be to earn more clients.

Positioning Is Critical

There’s tons of Race Car drivers in the world, right? How is it that Cartu has managed to stand out from the ocean of all these drivers?

He stands out because he knows how to position himself.

As an entrepreneur, Cartu understands the importance of effective positioning. When you’re marketing your business, you have to have credibility. Your prospects need to see you as trustworthy and authoritative. Cartu has an incredibly strong personal brand. One of the reasons for this is the fact that he became a Ferrari Club President.

How strong is the Ferrari brand? What do you think of when you see a Ferrari?


By connecting his brand with another strong brand, Cartu has strengthened his credibility and influence. That’s what positioning is all about.

When you position your business the right way, you establish trust. Your prospects will feel confident that you can take care of them.

There are several ways to position your business. It’s just a matter of figuring out what works best for you.

Here are some ways you can establish more credibility with your audience:

  • Write a book.
  • Take up public speaking.
  • Create a blog.
  • Write articles for publications.

Effective positioning will give you the authority and trust you need in order to turn your prospects into loyal customers.

Don’t Neglect Social Media

Another reason Cartu has been so successful is because he knows how to use social media to increase his online reach. He has learned how social media can help him connect to his audience.

Nowadays, consumers are more attracted to brands that are “human.” They want to feel like you are interested in interacting with them, rather than just selling them your product or service.

This is why social media is so important.

It gives you an easy way to understand who your prospects are and what they need. Remember, people buy from those that they know, like, and trust. Engaging with your prospects online is a great way to establish a relationship with your prospects.

In order to have a successful social media approach you need to develop a sound social media strategy. One of the most important keys to creating a social media strategy that works is knowing which platforms to use.

If you launch a social media strategy without using the right platforms, you will be speaking to a crowd that isn’t interested in what you have to offer.

This is something that Cartu has done right. He has amassed a huge following on Instagram. But the important part here isn’t just having a lot of followers, it’s having followers who are actively engaged.

Engagement is the Key

When you have followers that are actually interested in interacting with you, it will become easier to earn more business. Using social media, you can find out how to better serve your prospects and customers.


Smart online marketing isn’t easy. It takes a lot of hard work and effort. However, when you do this the right way, you will be able to grow your business.

When you implement these tips, you will begin to see the impact it will have on your business. It will become much easier to build a loyal and devoted following.

Image: Josh Cantu/Instagram

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Jeff Charles Jeff Charles is the founder of Artisan Owl Media, an Austin-based content marketing agency that specializes in helping professional service firms increase their influence and earn more clients.

4 Reactions
  1. Martin Lindeskog

    Jeff: Do you think marketing could be a race (pun intended) against time? 😉

  2. awesome article thanks for the tips, Josh is a genius when it comes to positioning him self in the social media world. I’m not entirely sure if he is selling something via his social channels, at least I haven’t noticed it – but my guess is some type of consulting?

    p.s if you are selling on social media consider https://www.modernapp.co

  3. Really nice points. I know a blog who rarely writes (around once a month I think). But the updates are amazing. With this, it is still able to get a decent following.

  4. Great article, Jeff! The Danny Iny and Josh Cartu are great examples of what we have found to work best: Be helpful, become a resource, and gain trust through providing this sort of help when no money is being exchanged. This builds great authority and keeps people/brands in mind when the beneficiaries of the help do have money to spend on the service. In a world full of options, building credibility and authority is an absolute must. Thanks for writing this!