Three Main Marketing Types
Concept / Idea Elevation • Broad / Market Making • Success = ??? 2. Brand Positioning • brand associated with concept • success is hard to measure 3. Direct Response • Product in Front of Ideal Customers • Success = They Take Appropriate Action (sign-up, purchase, trial, etc.)
Getting your product in front of your customer.
I’ve got a Dirty Little Secret Stick around… I’ll share it at the end
Partnerships • Intermediaries (VARs/Distributors/Aﬃliates) • Joint Ventures (co-marketing, oﬀers, etc.) • Integrations
Advertising • PPC/CPM • Display Networks • Content Ampliﬁcation • Billboards on the 101
Content • Blogs • News • Webinars (SPOILER ALERT!) • Whitepapers • Books (e or otherwise) • Data • Apps • Community
Outreach • Cold Emails • Cold Calling • Direct Postal Mail
Virality • Use-based (communication, social networks, etc.) • Invitation-based • Referrals (incentivized invitations) • Powered By / Widgets
Don’t START with Tactics. That’s where most people go wrong.
Start with your Customer!
Do this ﬁrst.
Why Focus on an Ideal Customer? • FOMO is telling you NOT to do this. • You must know your Ideal Customer Better than they Know Themselves
“Always enter the conversation already taking place in the customer’s mind.” - Robert Collier (c. 1937)
Ideal Customer Deﬁne ➔Find ➔ Compel ➔ Convert
There is no Universal deﬁnition of Ideal Customer • This is a living, breathing “deﬁnition”…
Ideal Customer - Situational Deﬁnition
Who’s your Less-Than-Ideal Customer?
Ideal Customer Find
Talk to your Customers & Prospects
Not all Competitors are the same
How to Find your Competitors’ Customers
Ask the Customers of your Competitors
Look for Patterns • In bad-guy hacking, this is called the "Watering hole” attack…
Do they read this magazine, or listen to that podcast?
The patterns will start to give you insights into how to get in front of your audience or what distribution channels you’ll use
Speak directly to your Ideal Customer
Based on the channel, the IC, the situation, oﬀer, etc.
And once hooked, the secret to getting them to take action
When you do what we covered today: • You don’t have to test as much • Testing really is only for optimization • Trial and Error goes away • Even “ugly” designs and bad copy (relatively speaking) can work when highly-targeted.
Clipping is a handy way to collect important slides you want to go back to later.