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.

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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.

Leveraging Social Media for Authentic Engagement

In today’s digital landscape, social media is not just a tool but a pivotal platform for creating authentic connections with your audience. The success of Josh Cartu, both as a race car driver and an entrepreneur, offers valuable insights into leveraging these platforms effectively.

Understanding Your Audience

The first step in authentic engagement is understanding who your audience is. Each social media platform caters to a different demographic and serves different purposes. Instagram, for instance, is visual-centric and appeals to a younger audience, while LinkedIn is more professional and business-oriented. By identifying where your target audience spends most of their time, you can tailor your content and interaction to suit these platforms.

Creating Engaging Content

Once the platform is identified, the focus shifts to content creation. Cartu’s approach of using captivating visuals and behind-the-scenes content from his races can be mirrored in any business. Share stories, milestones, and insights that resonate with your audience. This approach builds a narrative around your brand, making it more relatable and engaging.

Interaction and Responsiveness

Social media is a two-way street. Authentic engagement is not just about posting content but also about interacting with your audience. Responding to comments, participating in discussions, and even acknowledging feedback shows that your brand values its audience. This interaction fosters a sense of community and belonging among your followers.

Utilizing User-Generated Content

Encouraging and sharing user-generated content is another powerful tool. When customers share their experiences with your brand, it not only provides you with authentic content but also builds trust among other users. This strategy is akin to word-of-mouth marketing in the digital age.

Consistency is Key

Consistency in your social media presence helps keep your audience engaged. This doesn’t mean bombarding followers with posts but maintaining a steady stream of content and interaction. A consistent voice and aesthetic across your platforms also strengthen your brand identity.

Measuring and Adapting

Finally, leveraging social media effectively requires regular monitoring and adaptation. Use analytics tools to track engagement, reach, and audience growth. Understanding what works and what doesn’t allows you to refine your strategy, much like a race car driver adjusts their strategy and vehicle based on the race track and conditions.

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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.

Other Important Points to Factor In

Craft a Seamless Online Journey

Just as Cartu navigates challenging race tracks with finesse, ensure your customers experience a smooth journey on your digital platforms. User experience (UX) is paramount in digital marketing. A clunky website or complex checkout process can deter potential customers. Invest in a user-friendly interface, intuitive navigation, and responsive design to enhance user satisfaction.

Personalization is Key

Like the tailored adjustments Cartu makes to his race car, personalized marketing can set your business apart. Leverage customer data and insights to deliver personalized content, offers, and recommendations. Addressing individual needs enhances customer satisfaction and loyalty, fostering long-lasting relationships.

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Embrace Video Content

Cartu’s life revolves around high-speed action, and similarly, video content offers dynamic engagement. Incorporate video marketing into your strategy. From product demonstrations to behind-the-scenes glimpses of your business, videos capture attention and convey messages effectively. Live videos, in particular, offer an authentic way to connect with your audience in real time.

Cultivate Brand Advocacy

Just as Cartu cultivates partnerships with prestigious brands, nurture brand advocates who passionately endorse your products or services. Satisfied customers can become powerful brand ambassadors, spreading positive word-of-mouth and influencing others. Encourage reviews, testimonials, and user-generated content to amplify your brand’s credibility.

Continuous Learning and Adaptation

Cartu’s success as a race car driver stems from his commitment to improvement and adaptation. Apply the same principle to your marketing strategy. Stay abreast of industry trends, emerging technologies, and changing consumer behavior. Embrace a growth mindset that welcomes experimentation and welcomes innovation.

In the dynamic world of entrepreneurship, effective marketing is both an art and a science. By incorporating these strategies inspired by Josh Cartu’s multifaceted success, you can elevate your business’s marketing efforts. Just as Cartu navigates curves and accelerates on the track, you too can steer your business towards accelerated growth, customer loyalty, and a lasting impact in your industry. Remember, the road to success is paved with strategic decisions, constant refinement, and a passion for excellence.

Aspects of Entrepreneurial MarketingDescription
Importance of MarketingCrucial method for entrepreneurs to gain customers and business growth, despite challenges.
Josh Cartu: A Multifaceted FigureRace car driver and entrepreneur, Cartu, provides insights for effective marketing strategies.
Cartu's BackgroundFormer media/software firm owner, Ferrari Club President, now race car driver.
Marketing through Subliminal ExposureSubtle sponsorship marketing strategy advocated by Cartu creates familiarity in prospects' minds.
Subtle vs. Overt MarketingBalancing non-salesy content (e.g., Danny Iny's approach) with overt marketing for capturing audience attention.
Effective PositioningStrengthened credibility via Cartu's brand association (Ferrari), highlighting the importance of trust in marketing.
Humanizing Brands through Social MediaSocial media's role in connecting brands on a human level, fostering relationships beyond transactions.
Seamless Online JourneySimilar to Cartu's smooth track navigation, user-friendly digital platforms enhance satisfaction and conversions.
Personalized MarketingCustomized content (akin to Cartu's race car adjustments) tailors offers, nurturing lasting customer connections.
Dynamic Engagement through VideoCaptivating video content, especially live, mirrors Cartu's high-speed pursuits, forging authentic audience bonds.
Cultivating Brand AdvocacyCreating brand advocates, akin to Cartu's partnerships, amplifies credibility through user-generated content.
Learning and AdaptationCartu's growth commitment parallels marketing success: staying updated, adapting, and experimenting for continual progress.
Conclusion: Accelerating SuccessEntrepreneurs can embrace Cartu's insights, steering toward growth, loyalty, and industry impact via innovation and strategic choices.

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As an entrepreneur, you’re embarking on a high-speed journey with marketing as your accelerator. The counsel of Josh Cartu echoes through these insights, presenting a roadmap that transcends the racetrack. Through subtlety, strategic positioning, humanized engagement, and adaptive learning, you transcend conventional marketing. Your trajectory is illuminated by deliberate choices, continual refinement, and an unflagging pursuit of excellence. As you race toward success, remember that the journey itself can be as rewarding as the destination – a legacy defined by influence, innovation, and impact.


  • 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.