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OPERATIONS 2: MARKETING

There is a huge misnomer in the world of marketing. Somehow business owners everywhere have been led to think that the more likes, followers and exposure they have, the more they are marketing.

The truth is marketing is like a game of chess.

Our job as marketers is to have a strategic plan for every person who engages with us in person and on social media.

So how do you create that strategic chess game? Let’s compare this to being an engineer.

Do you know why engineers are paid well? It's because they reverse analyze H U G E goals to make them doable. That's exactly what marketing is, too!

We will be covering three main things in this section:

PART I - Creating a Customer Journey

This is the mother of all marketing strategy.

We will cover the different stages of the journey, what that looks like for you and how to create it with our content. Most importantly, we will learn how to also track and measure the success of our customer journey so we can find a journey that can be put on repeat.


PART II - Creating and Testing Content

The majority of marketing is spent on testing what works and what doesn’t. Not only are we responsible for anticipating and responding to human behavior, but we absolutely must use all of our content to build relationships.

  • CALL-TO-ACTION FORMULAS


    Whenever we approach social media content or messaging you must know the call to action (CTA) we want others to take. We will learn the best call-to-actions to use by forming the habit of asking specific questions BEFORE posting our content.

  • TESTING & TRACKING CALL-TO-ACTIONS

    Whenever we test something, it’s important to do it in a controlled and manageable fashion. This means we have to make sure we know what we are measuring success by. This looks different for everyone and that’s why there can never be a one-size-all marketing campaign. To make sure we can create strategy that can work again and again and again, we are going to learn how to test and track:

    • Words

    • Social media channels

    • The order of pages people land on

PART III - Creating An Amazing Website Experience

The Customer Journey in Part I creates a clear path for people to follow and interact with you. This is the same way we must design our website so people feel welcomed, excited and know exactly where to go on your page - no matter where they are on in their customer journey.