How to Improve Your Marketing Strategy? (Thread)
This week my friend @David_K_Morris invited me to speak to his customers at @Proformex. I talked about marketing strategy and tactics
Thread 👇
This week my friend @David_K_Morris invited me to speak to his customers at @Proformex. I talked about marketing strategy and tactics
Thread 👇
Strategy Before Tactics
• Do you drive without a destination?
• No, so why market without identifying the customer?
• Before you start creating content, figure out who your customer is and what problems are you solving
• Do you drive without a destination?
• No, so why market without identifying the customer?
• Before you start creating content, figure out who your customer is and what problems are you solving
Finding a Niche
• Focus on customer segmentation
• If you are selling a product to lawyers, maybe start with a specific type of lawyer
• Segmentation helps you connect on a deeper level with your customers
• Focus on customer segmentation
• If you are selling a product to lawyers, maybe start with a specific type of lawyer
• Segmentation helps you connect on a deeper level with your customers
Put Yourself in the Customer's Shoes
• Name your customer
• Give them a persona
• What do they like and dislike?
• Watch this Mad Men clip to understand how to do this
• Name your customer
• Give them a persona
• What do they like and dislike?
• Watch this Mad Men clip to understand how to do this
Solve Problems
• Customers aren't buying products. They are buying solutions to their problems
• Your marketing strategy & tactics you use need to be focused on solving a customer's problems
• Your opinion doesn't matter. The only opinion that matters is your customers.
• Customers aren't buying products. They are buying solutions to their problems
• Your marketing strategy & tactics you use need to be focused on solving a customer's problems
• Your opinion doesn't matter. The only opinion that matters is your customers.
Top of Mind Awareness
• Content creation is great for top of mind awareness
• Content needs to solve a problem or educate the audience
• Content doesn't even need to talk about your product
• @buffer does a great job of this by talking about social media strategy
• Content creation is great for top of mind awareness
• Content needs to solve a problem or educate the audience
• Content doesn't even need to talk about your product
• @buffer does a great job of this by talking about social media strategy
Symbols Are a Great Way to Build Brand Equity
• Blue Bird = Twitter
• Swoosh = Nike
• A logo or symbol is an easy way to train a customer to remember you
• Blue Bird = Twitter
• Swoosh = Nike
• A logo or symbol is an easy way to train a customer to remember you
Market to Where your Audience is
• Be where the customer is
• If your customer can be found at trade shows, market at trade shows. If your customer is on Instagram, market on Instagram
• Test with organic content, scale with paid acquisition
• Be where the customer is
• If your customer can be found at trade shows, market at trade shows. If your customer is on Instagram, market on Instagram
• Test with organic content, scale with paid acquisition
Professional Service Businesses are Commodities
• A law firm is a law firm to most customers
• Differentiation occurs through relationship building
• Content creation is a way of building trust at scale
• You can share an article you wrote with 100 potential clients
• A law firm is a law firm to most customers
• Differentiation occurs through relationship building
• Content creation is a way of building trust at scale
• You can share an article you wrote with 100 potential clients
Dopamine is Key
• You want to create a dopamine release from your customer
• Excite them
• Every time someone purchases an item, send an automated email 1 month after the purchase to check in on them
• It's easy, scalable but most importantly makes the customer feel special
• You want to create a dopamine release from your customer
• Excite them
• Every time someone purchases an item, send an automated email 1 month after the purchase to check in on them
• It's easy, scalable but most importantly makes the customer feel special
