Anyway I cleaned it up a little bit I made a better and cleaner diagram for you and that's what I want to walk you through here today essentially starting in the middle and then about marketing they think about business planning and strategy and things like that they view it as this linear path like I'm going to do this and then I'm going to do that and then it's going to be followed by this when the reality is it's often a lot more of this kind of roller coaster ride we're going to try this we're going to get data and feedback we're going to look at the analytics and the metrics we're going to pivot and adjust accordingly then we're going to go in this direction then we're going to move this then we're going to base those decisions on everything we've just done and what worked and what didn't and it continually evolves and you need to be able to evolve and adapt with it all that said there is a set of steps that you want to take you don't want to just go out there and start posting on random social media accounts because then nothing's going to work you're going to get frustrated you're going to get burned out and then you might just give up on the whole thing altogether and that's not good for you it's not good for the people that you hope to serve it's not good for anyone so the very first thing that you need to do anytime you're launching a new campaign whether it's an existing business or you're thinking of starting a new business is you need to start right in the center here with the offer now i could make you struggle to understand my terrible handwriting like was mocked up the time before but i've taken the effort to go and let's see if this works i don't have perforated paper but that worked better than i thought so here we are step number one is the offer now there's a bit of a debate in the marketing community about when it comes to starting a business when it comes to growing an existing business do you focus on the offer first or the in other words do you want to make something and then find people to sell it to or do you want to find people that you can help and then make something to solve their problems no one seems to agree on this so i've got a solution if you have a brand new business you've never sold anything to anyone you just have this idea in your mind then typically you're better off thinking about the people that you seek to serve those are going to be people that you may have been one in the past or that you resonate with or that you're currently a member of the group and the reason is is because the better that you're able to understand your target market and their pains and problems and fears and frustrations and all the things we're going to talk about in just a minute the better you're going to be able to position your product or your service or your offer as the solution to their pains and problems on the flip side if you already have an existing business you've been in business for any length of time then the odds are good that you already have a number of different products or services or things that you're selling so the key here is to specific and strategic and selective and make sure that you're choosing the right offer with the best margins that is the most fun to deliver that has the highest potential for scalability that's easy to sort of market and clearly describe so to recap all of that if you've got a new product or a new offer something you're thinking of selling do a little bit of market research find the ideal segment of people that you can best serve and then make sure that there's a match there if you already have an existing business the odds are good that you've been selling something so find out what it is about that that makes it unique and then find the best people that you can continue to serve by 80 20 in your existing customers essentially taking a look at the top 20 of your customers what are their commonalities their traits what do they sort of have in common where do they live all of the things that we're going to talk about in just a second when it comes to market all right so that is our offer and that's going to form the core of everything that we do from this point on everything is going to be in with this offer it's going to be in service of this offer marketing is done and won one single offer at a time you may have a number of different things you can do or want to do but that doesn't mean you want to blast somebody with all of your different offers because it's going to lead to overwhelm and to confusion and to this sort of paralysis by analysis not knowing what to do or how to do it and confused customers don't buy so we start here okay so now that you've got the offer in mind the next thing that you need to do is move on to this section here goals now here's the deal when it comes to setting goals for your marketing i'm not a stickler for making sure that you you set exact specific measurable goals like we want to increase our cost of acquisition or decrease our cost of acquisition by three percent or increase our leads by 22.8 but i do need you to have a north star a guiding sort of area light to work towards to make sure that you're going on the right path rather than taking all of these completely irrelevant paths and ending up somewhere completely different that's not going to benefit you or your business or the people that you seek to serve good example here is that most business owners most entrepreneurs most marketers sadly they do marketing for the sake of marketing they they were told that hey we need to do some marketing we need to make some stuff so they make some stuff and then they put it out there and unsurprisingly it doesn't resonate because it's just stuff or they may have the wrong kind of goal which is creating stuff for the sake of getting likes or comments or shares rather than building a community and increasing engagement with the right kind of people that will lead to leads that will lead to customers that will lead to sales and revenue and actual business growth now fortunately when it comes to setting goals the end goal is normally pretty simple i mean it's going to be an increase in sales or an increase in revenue and then all you have to do is start to work your way backwards to assign relevant metrics and kpis known as key performance indicators to make sure that everything is in alignment for example if you have a thousand dollar product to sell and you know that you sell it by phone and you close one in two sales well now we figured out well we're going to need two sales calls to make one sale and then okay well how many leads do we need to generate in order to have those two sales calls and then how many clicks do we need to get those leads and you can start to work your way back and at least it gives you sort of a right direction to move towards okay next up we are going to draw the line and this one is all about target market target market possibly the most important element in all of marketing in fact the word marketing right we've got market baked right into it that's how important this is they are the core the central component of your entire campaign the entire structure everything you do is about your target market and what's in service to them you see the reality is is that when it comes to marketing the customer doesn't buy when they understand they buy when they feel understood and that's all about empathy it's about awareness it's about being able to put yourself in their shoes to view things from their perspective see the reason that a lot of marketing doesn't work doesn't connect with the target market is because it's not relevant it's not it doesn't resonate with them they don't understand how this would apply to them and so they just tune it out good example here if you've ever seen a commercial or a youtube ad or a facebook ad or any kind of ad or marketing material at all and you've thought this is really dumb like seriously this makes no sense i don't even know what they're trying to sell and if you do happen to figure out what they're trying to sell you think what a dumb product who would ever buy that and here's the thing the product the service whatever it is being sold might not be dumb and the ad might actually be really good but you're not the target market now sure their targeting could be off i don't know why you're seeing the ad that's not meant for you sometimes these things happen but the point of the matter is is that as long as you're specific and relevant to the right kind of you will get them to take action they will be inspired to want to get the solution to the problem that they have provided that you've properly articulated this that you've said the right words in the right way at the right time on the other hand if you water down your message by trying to appeal to everybody out there it becomes very bland and very boring and very generic and then people just automatically tune it out and you know exactly what i'm talking about talking about the things or the ads the marketing that says we provide better service or faster delivery or we're superior or whatever it is first of all these are not specific terms they're very ambiguous they could mean a lot of things to a lot of different people second of all pretty much everybody can say them therefore everybody does say them therefore they mean nothing anyway i'm going to dive into more of the specifics on that in just a second but first let's figure out your ideal target market your ideal customer avatar also sometimes known as an ica and to do that we break it down into three different categories the first of which is their demographic details these are stereotypical things you think of when you think of marketing and think of a target market so age gender income occupation titles all of the things that are just like the generic customer avatar right there then we have geographic details what city state province country principality municipality neighborhood where do they live basically this is incredibly important because there's going to be cultural differences between not only different countries but also different cities and sometimes even different neighborhoods in different cities and then of course you have the mother of all the psychographic details what are their values their attitudes their lifestyles their beliefs what organizations are they a part of religious affiliations political leanings all of that stuff all of the things that are not polite to talk about around the dinner table those are the things that you want to know you want to get into their head and you want to know kind of like what do they really think about these things that we're not supposed to talk about now i'm not suggesting you make all of your ads and all of your marketing directly call this stuff out but it still is important to keep in the back of your mind when you're creating your marketing materials what are these people going to like what are they not going to like what are they going to find offensive and what is going to be polarizing but in a good way that's going to draw them in and really reject and repel everybody else that you just don't want to deal with after target market well of course we have to drill down into those psychographic details even more and to do that we're going to sort of break apart their miracles and miseries now miracles and miseries are things that i've coined that essentially make up the two different areas of your target market their miseries being their fears and problems and pains and frustrations and nightmares and all the things they're trying to get away from and their miracles being all of their wants and dreams and goals and desires and aspirations and all the things that they're trying to move towards every person every target market every business has a way to appeal to someone's miseries as well as to their miracles there's going to be different industries that lean one way more than another there's going to be segments of the market that lean more one way or another in other words if you use messaging that helps someone move away from pain sometimes that's stronger on the other hand you have more aspirational language helping someone achieve something and different markets are going to benefit more from that a decent mix of both is usually the best path we don't want to constantly be negative and say this is a horrible thing and you need to get it fixed and blah blah blah otherwise you come to come off as a debbie downer on the other hand if all you're promising is rainbows and sunshine and unicorns and all the magical things in this world well they're not going to have any reason to take action if you don't sort of back that up with a little bit of pain in other words a solution without a problem is completely meaningless you need to put the solution in context to an actual problem that they have now here's where things get good the miracles and miseries essentially form a gap a gap between where they're at right now with all of the bad stuff going on and where they want to be with all of the good stuff that they'd like to have and it's your marketing's job to help them bridge that gap away from miseries and towards miracles and the better you're able to communicate that and show how if you do these things if you acquire this product if you use this service if you take me up on this offer you're going to be able to have it well the better you're able to clearly communicate that the better all of your marketing and all of your sales are going to be all right moving on next up we have present and active now this one is a bit of a pet peeve of mine i've got a few different marketing pet peeves one of which is when i ask someone who their target market is and they say everyone or everyone in the world or people with money and of course as we've already covered you can't be that broad otherwise you end up with completely boring and bland and irrelevant messages the other pet peeve i have is when people business owners entrepreneurs marketers occasionally hear about a new platform or a new social media channel or a new marketing opportunity and they dive right in without doing all of the things that we've just covered all of the more important things that need to happen first identifying the model figuring out the target market working out their miracles and miseries and all of those details instead they just dive headfirst into this new platform and make a bunch of stuff nothing works and then they swear off the platform for good well unsurprisingly the reason this doesn't work for most people most of the time is because this may be the completely wrong platform for you for your business your people might not even be there your marketing and what i call the marketing wasteland an area that is completely devoid of potential prospects and customers and leads for your business much better alternative to identify your ideal target market figure out their demographic details like age gender income occupation and then match it up with what social media platforms appeal to that demographic fortunately this is not secret knowledge all you have to do is head over to google and type in social media demographics you'll get a long list of different resources and it'll start linking up men between the ages of this and this are on this platform and women between the ages of this and this are on this platform and this platform appeals to these kind of people it changes all the time but there are a few pretty safe bets for example if you're in the business to business community you're selling to other businesses linkedin is kind of a staple if you're serving a demographic that's 35 or 40 and older facebook is still probably your best bet if on the other hand most of your customers are 35 30 25 perhaps we're looking at instagram tiktok being the new kid on block does skew younger but like all social media platforms all platforms in general it is aging up and doing so relatively quickly so you can find people there 20s 30s 40s 50s and it's continuing to age up twitter still skews slightly younger and a little more urban pinterest still primarily women youtube does tend kind of neutral territory for all people looking for all things there is a kicker that you need to make video content of course more on that in a minute and then of course there's others that are popular in different countries uh different reddit forums different whatsapp groups snapchat if your demographic is much younger lots of options too many options that's why people get confused see all these options they think they need to be on all of them the reality is you're much better off to choose the one or maybe two different platforms where your ideal target and active and then go there ignoring everything else so let's draw our line and move on so now that we've figured all that out the next thing that we need to do is we've got to figure out what kind of content are we going to make and that leads us to content type now what i'm going to suggest here is that we need to establish a content type that you're going to start with this may ultimately be or not be where you end up we're going to talk about that more in a minute as well lots of cliffhangers and open loops in this video so keep watching the point is though is that there is a lot to unpack and where we're going to start is going to be different than where we end up because i'm going to give you a couple different options but some are significantly superior to others so here's what you've got you've got text-based content you've got audio content and you've got video content arguably you also have some kind of visual graphical content like infographics and visual diagrams and things like that but typically they're paired with one of the other kinds of content you also have different lengths of content short form and my suggestion is that pretty much every business out there needs one form of long form content and then you can do whatever short form content you like to feed into it so long form content for text is obviously a blog long form content for audio is a podcast and long form content for video would be youtube short form content though we're talking about short tweets we're talking about short captions for instagram we're talking about facebook posts we're talking about linkedin posts anything like that for text audio is a little trickier we're still kind of looking at mostly podcasts possibly shorter ones or taking clips and adding video elements to them and then short form video is kind of the rage right now short form vertical video we're looking at instagram reels we're looking at youtube shorts we're looking at tiktok so if you don't mind writing you can start with text if you don't mind speaking you can do audio and if you don't mind doing video or getting in front of a camera finding someone that's willing to get in front of a camera video is by far the best one but again we'll talk about that in a minute so we'll get our arrow there and then let's do our next one which is mandatory marketing no exceptions every business needs to use this it's email yeah i know hoping for something a little sexier myself but the fact is is that email works it works just as well now if not better than it ever has before because everybody uses email i use email you use email your customers use email your doctor your accountant your lawyer everybody that you know has an email address not everybody has a sms or text message marketing or even appreciates it direct mail is still phenomenally effective but it's hard to find curated lists especially for cost-effective prices and it's a slightly more advanced and complicated marketing strategy that i wouldn't suggest starting out with but everybody has email bit of a fun fact here but when i'm working with a brand new business i'm doing any kind of consulting or teaching one of the very first things i do if not the first thing i do is take a look at their overall email marketing strategy if they don't have a good one we'll install one if they have one that's working okay we'll upgrade it and i kid you not every single time we're able to make substantial and significant increases in profitability in customer retention in the number of sales made it's just it's as close to a magic bullet as we have so where do you even get started well the very first thing you need is some kind of a lead magnet also known as a bribe or a freebie or a content upgrade essentially something that you can give away in exchange for a customer's email address so that they're actually enticed to join your list i have an example of this that you can check out in the descriptions below or by visiting adamerhart.com slash cheat sheet this is my version of a freebie of an opt-in guide to get onto the list alternatively you can offer your more supportive more loyal customers and people that are interested in your business a way to join your newsletter directly kind of bypassing the freebie which does tend to attract a more loyal subscriber but your conversion rates are going to be lower because you're not necessarily offering something of immediate value in return for an example of this you can visit adamerhart.com slash newsletter from there you need to decide on your email frequency how often you're going to be emailing your list whether it's once a week or three times a week some people email daily i've done it in the past i've kind of found a sweet spot around three to four times a week once a week is like your bare minimum once every two weeks is unacceptable once a month and i don't even know why you have an email list i mean seriously let's just run the math for a second if an email open rate is say 30 for your list and you're emailing once a month well it could be months before anybody sees you and then when they finally do get your email they've forgotten who you are so they're likely to a unsubscribe or be worse market as spam and just delete the whole thing also depending on which statistic or study you read marketing via email has been reported to provide somewhere between a 3800 percent and 4400 percent ROI or return on investment i don't know if my numbers are right around there but they wouldn't be too far off it's it's that good long story short email gotta do it okay moving on to the next one essentially once you've got some of these pieces in place it's time to start putting things together and that comes in the form of a marketing funnel also known as a sales funnel also known as a customer journey or just a funnel aptly named because it kind of looks like a funnel with a whole bunch of people coming in at the top and then kind of getting sorted out as they go through the bottom with fewer customers coming out the bottom this is a reminder that most won't i first heard this from frank kern who said most won't in other words most people won't click most people won't subscribe most people won't buy and you need to factor that into your marketing and plan accordingly but this is totally okay because most won't but enough will provided you do things right now what a marketing funnel is really about is mapping out the customer journey taking someone who has no idea who you are and walking them through all of the steps in order to become a lifelong and loyal customer a brand ambassador someone that loves you loves what you do wants to tell everyone about just how great you are and you're pretty great now the opposite of having a funnel is just having nothing i don't know what the opposite of a funnel would be like a like a plate you just pour stuff on it splashes everywhere sadly most people have marketing plates in other words they just take all of the traffic and all of the leads and they just dump them somewhere typically on their home page meaning that someone shows up at your website's home page they have no idea what they're doing they don't know where to go they might click the contact button but there's a weird form and they don't know if they want to do that yet because they just met you it's kind of pushy let's slow down here so they kind of skirt around a little bit and then they bounce which is marketer term for leave and never come back again depending on what statistic you use the vast majority of visitors to a website that click the back button never return somewhere around the range of 98 to 99 where are they going you might ask and let me tell you they're going to your competitors that actually have a funnel something that says hey you're new here let's start here let me give you this thing let me nurture you and provide you some value let me follow up see if you have any questions and let me continue offering you the next step in the process in order to becoming a customer now the best advice that i can offer in a short period of time when it comes to mapping out your marketing funnel is to start at the end like we did with your goals and then reverse engineer the process so in other words for someone to make a sale well what needs to happen before that maybe it's visit a sales page okay well what needs to happen before they visit a sales page it's like okay well they need to click a link okay well what needs to happen for them to click a link are they getting it through content or through email and then if they got on your email how are they getting on your email and essentially you can just work your way backwards through the process and then once it's all mapped out that's where things get really exciting yeah i'm kind of nerdy about this stuff because once it's mapped out now you can start looking for gaps for leaks in your funnel you can start finding areas where you're losing people through some random mistake or messaging this just doesn't quite line up for example if everybody's clicking over to your sales page but nobody's opting in or nobody's buying well now we know have a conversion issue on the sales page on the other hand if people are joining your email list but then never opening any of your emails well now we know we have an issue with congruence between what was promised and what's being delivered or perhaps we're just collecting bad emails or if we map it all the way out and we get to the sales call and we realize that we're only closing one in four or one in five when we should be closing one in three or one in two well now we know we can start looking at that and we can look at all of the steps up to it and was there a congruence issue again were there pricing expectations were there other objections and sales issues that we could have overcome in our marketing prior what's really cool about this is that we make a small tweak over here and we increase conversions by two percent and we increase that one by three percent and that one by one percent well it's not like we're adding these things up just one after another they compound so an increase by three percent here could lead to 10 or 20 or 30 more sales which could then lead to thousands or tens of thousands or even millions more dollars in revenue at the speaking of revenue next step here after our funnel is clv which stands for customer lifetime value sometimes referred to as ltv for lifetime value or lcv for lifetime customer value whatever it is it's pretty much all the same thing which what is the value of a customer to your business over their lifetime period now some people look at this in revenue some people look at it in profit i typically like to look at it in profit but it depends on the formula that we're looking at the point is if you've never done this before this is an incredibly powerful exercise to run through to figure out just how valuable someone is to your business and i'm willing to bet regardless of what business or market or industry you're in it's significantly higher than you thought which means that you now have permission to do significantly more marketing and invest in significantly more content because you know just how profitable and how valuable new customers and new clients and new sales are for your business so that's step one figure out what is your clv after that you need to find ways to encourage and increase retention the number of clients and customers that you're going to keep the length of time that you're going to keep them and then finding other ways to increase that customer lifetime value either by selling them more things by selling them more things more often by increasing the price by providing upsells and downsells and that's an important point to make here what we're doing with our marketing and with our offers is we're solving problems that they have and when we solve a big enough problem we're rewarded in direct proportion to the value of the problem we solve this is why some people make a whole lot of money it's because they solve big problems and some people struggle to make any money at all because they're just not solving enough problems for enough people or they're not solving big enough problems for enough people okay so that is clv and what you may notice is that is kind of the final ring of our concentric expanding circles right moving all the way out but we still have one left and the reason that i almost didn't want to give it a ring of its own but rather have it sort of circle the whole thing is because especially today especially now and moving into the future it's so important that it almost needs to overlap and encompass everything else that we're doing this is going to support all of the marketing of your offer it's going to help move you towards your goals faster than you ever thought it's appealing to every target market more people consume this kind of content than anything else it basically checks the box for being able to clearly articulate miracles miseries it works with almost every single platform which means we can put it in front of people and where they're present and active online it's the best content type we can embed it in email it works as part of the funnel so on so forth probably no surprise here that the final piece of the puzzle is video essentially the big question that you want to ask yourself here is how can you supercharge everything you're doing with a video marketing strategy now clearly for long-form video youtube is the best place to do it that said i appreciate that if you've never done video marketing before if you're just getting started you're not comfortable in front of a camera that's a pretty big ask so we can put that on the back burner for now and there are a lot smaller and somewhat still very effective steps that you can take leading up to this inevitable conclusion number one start with stories grab your phone look into it hit record go live like 15 or 30 seconds and share some kind of valuable tip or insight or story or something that's going on very low barrier no editing required raw and authentic will beat overly produced and polished every single day of the week if you feel like taking it up a step further do more of them once twice three four times even a day isn't a bad strategy you can do them on instagram you can do them on facebook you can do them on a number of different platforms as well depending on subscriber counts and what rules are coming and going but stories are a great way to sort of dip your toes into the water and get started next if you're willing to take it that next step further and you want to capitalize on all of the available organic reach right now short form vertical content is still going to be your best bet these are things like instagram reels and tiktok and youtube shorts the length of these varies different platforms tend to have preferences for different length videos but typically we're looking at 15 to 30 seconds 30 to 60 seconds somewhere around that range so what's something that you can talk about for 30 to 60 seconds i'm willing to bet that if you've been in business for any length of time or you have any sort of passion or interest in what you're doing there's a lot of stuff that you could share that other people would be interested in hearing about of course if you really want to dominate your space become the leader in your industry then youtube is clearly going to be the winner here for long form video content so don't be afraid to test it out upload a few bad videos at first i mean the beauty of just getting started is nobody's really around to watch your stuff so you get a chance to sort of practice and experiment a little bit without all the judgment of the internet looking back on my first videos they were awkward and incredibly sweaty and i was super nervous and i didn't know how to use a camera so it's kind of blurry and i didn't know how to use a microphone so it only came out of one side yeah it was it was rough but the point is is that practice does make progress and you've got to start somewhere in order to get better all that said there are still seven more tactics and strategies and tricks and hacks that i didn't have a chance to get to in this video so that's why i've linked up a video right here with seven of the most proven and effective marketing strategies for you to take a look at right now so make sure to hop in there and i'll see you in the next video understanding the seven things i'm going to be walking you through here today will allow you to immediately upgrade all of it get better results more clicks more traffic more sales from everything you do總之，我把它整理了一下，給大家做了一個更好、更簡潔的圖表，這就是我今天要帶大家學習的內容，基本上從中間開始，然後是市場營銷。而實際情況往往更像坐雲霄飛車，我們要嘗試這個，我們要獲得數據和反饋，我們要查看分析和指標，我們要轉向並做出相應調整，然後我們要去做這個，然後我們要去做那個。我們要朝著這個方向前進，然後再移動這個方向，然後我們要根據剛才所做的一切以及哪些有效哪些無效來做出這些決定。因為這樣做不會有任何效果，你會感到沮喪，你會精疲力竭，然後你可能會放棄整個事情，這對你沒有好處，對你希望服務的人也沒有好處
