LEVEL 1
MASTERING CONCEPTS
MARKETING
What is marketing?
Marketing is the art of nurturing relationships and using communication as a means of directing movement.
What is the purpose of marketing?
Marketing is responsible for creating a journey that leads audiences from one place to another. Places can be geographical, virtual and/or emotional.
Why do we market?
To develop intimate personal connections with audiences off social media.
What does marketing do for us?
It helps people on a journey (or various journeys) we’ve created on and offline in the following ways:
Marketing funnels
Websites
Events
It fosters genuine relationships in the following ways:
Invites compatible employees, team mates, business partners and clients / customers to engage
Communicates values, mission and offers to audiences
It selflessly meets audiences wherever they are in their personal lives in the following ways:
Emotionally
Spiritually
Mentally
Physically
Geographically
It sets parameters for content creation and social media in the following way
When (time/day) to post
How often to post (frequency)
What to write about
What Call to Action (CTA) to use
Where to post
It simplifies social media by strategically planning content around the following things:
A business model
Promotions
Brand awareness
Products & services
Updates & announcements
It targets audiences in the following ways:
Location
Hobbies
Shopping habits
Salary
Geographic location
Physical location
It makes posting on social media easier in the following ways:
Removing guesswork
Eliminating waiting on audiences to act
Prioritizing how the organization responds over how the audience reacts
Prioritizing quality over quantity
It makes selling easier in the following ways:
Leading people off social media to your personal domain
Prioritizing sincere relationship with open ended invitations
Prioritizing giving information, resources and tools over getting money
What does marketing do for others?
It gives more opportunities for people to build a genuine relationship with you and your brand as a human, not as a prospect, lead or customer, view, like or follow.
It helps others hear you better because your content, videos and message have meaning and are not just noise.
Who does marketing for us?
The person who created the business model is responsible for creating the marketing path called the Buyer’s Journey.
This is the Founder or CEO.
It is then recommended to set the parameters, benchmarks and KPIs for marketing.
Positions responsible for setting these things are:
Marketing Manager
Marketing Director
Then it is time to create a marketing plan that includes campaigns, various methods or channels and promotional offers.
Positions responsible for creating marketing plans to reach the benchmarks and KPIs are:
Marketing Manager
Marketing Director
Once the plans are in place, the organization is ready to hire people who are experts in delivering the plan via content.
This is when we hire content creation teams (if you’re an enterprise) or create content distribution methods (if you’re a solopreneur).
Once we know exactly:
How we are creating content
What content we are creating
Where we are putting content
We can hire social media managers or invest in tools to manage the content by putting all of the above on repeat.
We will also need to hire people who manage relationships that are created as a result of the content creation.
These are usually community managers, or even, a sales team.
How long does marketing last?
As long as there are relationships, there will be marketing.
Marketing is used to engage more deeply with people after they “like”, “follow”, “subscribe”, “purchase”, or “visit” your organization.
What are marketing elements?
Marketing elements are:
Strategy
Planning
Campaigns
Calls-to-Action (CTAs)
Collateral
Targeting
Analyzing
Lead generation
Buyer’s Journey
Connection events