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Monetization Marketing - Content to Commerce Business Model

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Monetization Marketing - Content to Commerce Business Model

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The heart of marketing today is getting your original product or service to make you money. How do we get people to love us or love our stuff as much as we do? The hard truth is that they don’t actually care about you, your services or your products. They care about themselves and what keeps them up at night. So how do we get them to hear us, see us, and actively tune into us?

Original content creation and distribution strategies are transforming business of all shapes, sizes, and types attracting and influencing the community seeking what you have to sell. Instead of working on a product, and figuring out how to sell it – innovative marketers are building an audience, and then figuring out which products and services are most desired, creating commerce and rave-worthy conversion again and again.
What you will learn:

Key characteristics of binge-worthy (and commerce-worthy) content
How to stand out in a crowded market
Principles for attracting your right-fit community
Tactics for being everywhere at once without losing your mind
Building a flexible “Conversion Proof Loop" before you spend a lot of money

The heart of marketing today is getting your original product or service to make you money. How do we get people to love us or love our stuff as much as we do? The hard truth is that they don’t actually care about you, your services or your products. They care about themselves and what keeps them up at night. So how do we get them to hear us, see us, and actively tune into us?

Original content creation and distribution strategies are transforming business of all shapes, sizes, and types attracting and influencing the community seeking what you have to sell. Instead of working on a product, and figuring out how to sell it – innovative marketers are building an audience, and then figuring out which products and services are most desired, creating commerce and rave-worthy conversion again and again.
What you will learn:

Key characteristics of binge-worthy (and commerce-worthy) content
How to stand out in a crowded market
Principles for attracting your right-fit community
Tactics for being everywhere at once without losing your mind
Building a flexible “Conversion Proof Loop" before you spend a lot of money

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Monetization Marketing - Content to Commerce Business Model

  1. 1. MONETIZATION MARKETING C2C BUSINESS MODEL CONTENT to COMMERCE with TRACY HAZZARD Brand & Product Strategist Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  2. 2. True or False? The BEST IDEAS Win Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  3. 3. IT’S HARD TO BE HEARD… 1.8 BILLION Websites 5 BILLION YouTube Videos Viewed Daily 50 MILLION Facebook Pages 3.5 BILLION New Google Searches / Day …SOCIAL CONVERSION is only 1.3%! Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  4. 4. IT’S EVEN HARDER TO SELL… 562 MILLION Products on Amazon 5 Million Amazon Sellers 140,000 make $100K+ per year <2% get to Mass Market Retail Only 2% of Patents Make $$$ Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  5. 5. 7 OUT OF 10 PRODUCTS FAIL 14 OUT 15 FAIL on HSN/QVC Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  6. 6. NOT GOING TO STOP YOU!!! Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  7. 7. Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  8. 8. FROM CONTENT… Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  9. 9. …TO COMMERCECopyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  10. 10. WANT THE SECRET FORMULA? Ideas Marketing Content Commerce Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  11. 11. TUNE INTO OUR PODCASTS! GET EVEN MORE C2C FORMULA ADVICE… FYB # PLH # Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  12. 12. Why Do So Many Fail? Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  13. 13. 12% 28% 26% 16% 18% Wrong Plan Lack of Capital Wrong Market Wrong Thing Wrong Team FAILURE TO LAUNCH 2016 Compilation of HBR, Forbes, Inc. & Entrepreneur 54% Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc. PLH #7
  14. 14. YOUR COMPETITORS… ”Don’t find customers for your products, find products for your customers.” - Seth Godin Start-Up School Podcast Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc. PLH #41 FYB #20
  15. 15. YOUR COMPETITION: DIGITAL MARKETERS  Time  Speed  Tech  Channel  Hacker  Risk  Puts $ In Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  16. 16. YOUR ORIGINAL IDEA Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  17. 17. C2C ORIGINAL IDEAS …are Me-Only …are Right Fit …are VALUE PROOF! Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc. PLH #44 FYB #6
  18. 18. ME-TOO. ME-SPECIAL. ME-ONLY! ~ Gerry Foster – Brand Evangelist Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc. PLH #20 FYB #38
  19. 19. Seed & Self Fund Series A• Inception • Product/Market Fit • Scalable Growth Source: NextView on Capital 2014 - PRESENT Equity Crowdfunding Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc. PLH #29
  20. 20. SHOW ME PROOF IS FASTER SUCCESS= INVESTABLE SCALABLE VIABLE SUSTAINABLE Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  21. 21. WRONG WAY TO RESEARCH! Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc. PLH #38
  22. 22. C2C RESEARCH: MARKET + PRODUCT FIT Reachable Market Quantifiable Data Shows Competition Me-Too MIN Me-Only MAX Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc. PLH #7 FYB #20
  23. 23. CASE STUDY: STRIPED SHIRT LAURA BECK Striped Shirt Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc. PLH #2
  24. 24. DON’T USE UP YOUR CAPITAL UNTIL YOU GET MARKET-PRODUCT FIT PROOF! Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc. PLH #13
  25. 25. RIGHT-FIT MARKETING Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  26. 26. Marketing is a contest for people’s attention. – Seth Godin Marketing is the method of being seen, heard, and found in a noisy world. – Tracy Hazzard Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc. FYB #34
  27. 27. C2C MARKETING ...emotionally connects …right place; right time …builds AUTHORITY! Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc. FYB #31
  28. 28. REMEMBER ALL THIS NOISE? 500,000 PODCASTS WORLDWIDE 150,000 ACTIVE IN USA 1 out of every 5 Google Searches is NEW each day Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  29. 29. BE FOUND 20K LA Wedding Planners; 33M Google Results FYB #53
  30. 30. BE REQUESTED PLH #15
  31. 31. BE HEARDCopyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc. FYB #35
  32. 32. BE CONSUMED Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc. PLH #4 FYB #22
  33. 33. WHAT IS AN AUTHORITY PLATFORM? Google Rank Valuable Links Relevant Answers Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc. FYB #4
  34. 34. DOES SIZE MATTER? Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  35. 35. RAISE YOUR AUTHORITY Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc. FYB #9
  36. 36. EGO BAIT: FAST TRACK TO AUTHORITY Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc. FYB #5
  37. 37. AUTHORITY THIEVES Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc. PLH #22 FYB #34
  38. 38. BRANDCASTING YOU YOUR AUTHORITY PLATFORM • Web Site • Blog Posts (+SEO) • YouTube Channel • Interviews & Ego Bait • Social Pages • Auto Email Follow-Up • Syndication FeedFYB #50
  39. 39. where search happenswhen search happens Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc. PLH #21 FYB #53
  40. 40. IMPACTFUL CONTENT Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  41. 41. C2C CONTENT …is consistent & constant …serves with impact …becomes bingeable Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc. FYB #15
  42. 42. CONSISTENT & CONSTANT 84%16% 84%16% AVG BLOG POST LENGTH 500- 700 WORDS BEST LENGTH FOR GOOGLE 2500+ WORDS! OUR PODCAST BLOGS 1st Page Rank 3000-6000 words Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  43. 43. Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc. provides value timeless ranks quickly shows & tells Brandcasts YOU promotional click bait advertorial teases without delivering content FYB #10
  44. 44. GIVE to GET Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc. FYB #13
  45. 45. ARE YOU SERVING ENOUGH? …establishing unique value …being found by the market …filling the gap for free+++ … and putting your time in the C2C game Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  46. 46. Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  47. 47. Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  48. 48. SUBSCRIBE & GET EVEN MORE Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  49. 49. OPPORTUNITY GET FEATURED!
  50. 50. Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  51. 51. 17+ COMMERCE EXPERTS  Color, Materials & Finishes  Compliance & Test Standards  Consumer Market Research  Consumer Product Safety  Consumer Trends & Forecasts  Costing & Pricing  Design For Manufacturing  eCommerce & Amazon Sales  Patents, TMs & Copyrights  Manufacturing & Sourcing  Packaging Engineering & Design  Product Design & Development  Product Engineering  Product Strategy & Launching  Prototyping & 3D Printing  Quality Control & Assurance  Strategic Brand Design  Tooling & Fixture Development Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  52. 52. • 17+ Product Launch Experts • 17 Hours Live Q/A Per Month • 200+ Articles, Videos, Podcasts, Tips, Templates & Resources • Been There/Done That Referrals • Opportunity to Get PR in Feature Articles Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  53. 53. Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc. PLH #12
  54. 54. IMAGINE IF... all 17 experts were on retainer coaching, advising, and answering your questions, keeping you from costly errors, time-intensive redos, and fatal mistakes. BONUS: Free 7 Days ONLY $297/Month /$197/Month
  55. 55. BECOME BINGEABLE CREATE COMMERCE Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc. FYB #22 PLH #1
  56. 56. I WANT TO WRITE A BOOK... Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc. FYB #17
  57. 57. Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  58. 58. Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  59. 59. I WANT TO BUILD A COURSE...
  60. 60. “My videocast has been listened to or watched just under 250K times. Basically, video has doubled my audience... in 10 months.” ~Scott Carson – We Close Notes I WANT TO ATTRACT FOLLOWERS... Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  61. 61. I WANT TO ATTRACT A TRIBE... “It is one thing to get a marketing boost, but it is still up to you to make something of it.” ~Raj Jana, JavaPresse Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  62. 62. I WANT TO GET MORE CLIENTS... “With any new patient on the fence, they will listen to the podcast. Then they will sign up.” Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  63. 63. I WANT TO SELL MY INVENTION... Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  64. 64. BUT… It will cost too much. It will take too long. I’m not ready yet. Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  65. 65. SPEED TO MARKET IS THE BIGGEST SUCCESS FACTOR Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  66. 66.  Booking Calendar  Ahrefs; SEM Rush  Google Adwords  Powerpress  Yoast SEO  Mic, Headphones...  RSS Feed Host CONTENT – The Right Things  Wordpress & YouTube  Temi or Rev  Canva or Adobe CC  Zoom or Zencaster  Skype & Call Recorder/Talk Helper  Audacity or Audition  Buffer or HootSuite Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  67. 67. CONTENT – The Right Order 1. Brand You 2. Wordpress Website 3. Podcast +/or Videocast 4. Blog with RSS 5. Social Channels 6. Email Campaign 7. Funnels & Ads #1-5 4 to 6 WEEKS <$8000 Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  68. 68. CONTENT – The Right Resources  Transcriber  Audio Editor  Video Editor  Graphic Designer  SEO Copywriter  Web Developer  Social Media VA  4x  3x  4x  3x  3x 8-10 hours $180 to $240 PER EPISODE + YOUR TIME Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  69. 69. Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  70. 70. RSS HOSTING PRIMED FOR MONETIZATION FROM EPISODE ONE Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  71. 71. $49-99 Per Month
  72. 72.  Booking Calendar  Ahrefs; SEM Rush  Google Adwords  Powerpress  Yoast SEO  Mic, Headphones...  RSS Feed Host  Wordpress & YouTube  Temi or Rev  Canva or Adobe CC  Zoom or Zencaster  Skype & Call Recorder/Talk Helper  Audacity or Audition  Buffer or HootSuite Imagine us showing you EXACTLY THE RIGHT THINGS you need to know. PLUS COURSE, BOOK COACHING & EQUIPMENT CONTENT – The Right Things
  73. 73. CONTENT – The Right Order 1.Brand You 2.Wordpress Website 3.Podcast +/or Videocast 4.Blog with RSS 5.Social Channels BRANDCASTING YOU! <30 DAYS
  74. 74. CONTENT – The Right Resources  Transcriber  Audio Editor  Video Editor  Graphic Designer  SEO Copywriter  4x  3x  4x  3x  3x IMAGINE IF... we did ALL THIS for you FAST as low as $99 / episode PLUS BRANDCASTING YOU DONE-FOR-YOU SERVICES
  75. 75. BECOME BINGEABLE Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  76. 76. CREATE COMMERCE! Copyright 2018 Tracy Hazzard | Hazz Design Consulting, Inc. | Brandcasters, Inc.
  77. 77. CONNECT: Mtg. Time: meetwithtracy.com TRACY HAZZARD

Editor's Notes

  • Digital Marketers:
    Spend majority of their time on technology and marketing
    Finds and exploits early opportunities and weaknesses
    Puts $ into it – promotional marketing
    Willing to risk shutdown
    Utilizes an existing platform or channel (never builds first)
    Build brand, marketing, website and social in days not months
    Taps into experts, hackers & insiders
  • https://www.youtube.com/watch?v=aP_KBl9sWmk&feature=youtu.be
  • Malcolm Gladwell Video
    https://www.youtube.com/watch?v=owEDItHc7J8
  • BUT FOR COACHES, SPEAKERS, AUTHORS, INFLUENCERS, EXPERTS…
    A platform is what you stand on and stand for
    YOUR ORIGINAL MESSAGE – YOUR VOICE – AND THE PLACE(S)
    you stand to deliver that message TO THE RIGHT AUDIENCE

    Is this making sense?

    SO HOW BIG SHOULD YOUR PLATFORM BE?

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