Today I wrote a post about it. But I did not post it yet. I wrote it on russian, I did not clear the post for posting yet, but let me translate it for you. Hope You will find answers. And if you need help let me know.
Headline
There are many points of view in marketing, and it's always this one that works. (An ocean of options in marketing, and it's always this one that works.)
Description
There are no one-size-fits-all strategies in marketing - each is created for a specific business, audience and product. But there are fundamental principles that underpin any successful campaign. These are not magic recipes, but time-tested benchmarks.
What are these principles? Let's break it down step by step:
(1) You need to know your target audience. You need this for marketing. (You need this for product creation, but we're not talking about that right now).
How?
(a) In detail, in depth, become her. The best way to do this is to watch YouTube interviews with people who will buy from you. Watch 5-7 interviews. You will form a collective image of your customer in your head. You can conduct interviews, but it is expensive and not always necessary.
b) It is necessary to collect a map of interests about your audience. That is, everything you have learnt should be written down. Briefly, what they eat, what they drink, what they watch, what they read, what they wear, what they drive, where they go on holiday, what places they go to, what kind of lifestyle they lead, everything. It's going to be necessary further down the line. You will understand.
(2) You need to create a pledge. Or recycle an old one if you've inherited marketing.
How?
(a) It needs to be simple, it needs to be clear to your audience, Keep it simple. My product will solve something for you.
b) It has to be relevant to your audience.
c) It has to change something in a person's life. Get rid of something, that's most often the case. If your product is improving, it has to improve multiple times, otherwise it will be hard to sell, because improvement is a movement from good enough to better. When the audience is happy with everything, it's hard to sell something even better. I recommend Getting rid of something, it's easier.
(3) Find a sound problem from your promise, you need this later for marketing.
How.
(a) Look for the sound of what the problem you are getting rid of might sound like.
(4) You need to create a value proposition. If you don't have one and you create one, then by creating one you may see a significant increase in sales if you implement just this one thing.
How?
a) You need the perceived value of what you're selling to be higher than what people pay for it. Ideally 1 in 10.
(5) You need to think of a product line, for re-monetisation. This is a super important step, it's the only way to create a long-lasting business. Think about this. You've spent a resource on attracting an audience. Why would you spend a resource on attracting again? It's not rational. and the right thing to do is to create related products for the same audience. So you pay once for the attraction.
How?
Think about what else you can sell to the same audience.
We need all the previous points to do marketing. Basically produce content and distribute it.
Here's a little bit of theory. Marketing is a simple thing. There's a person (you) and there's another person (the customer), there's words between you. That's it. You just need to answer the question, what words should I say to get him to buy my product. Here is everything we have previously worked through, we need to use further in our marketing. I divide marketing into 4 functions. 1) Attraction 2) Retention 3) Nurturing 4) Monetisation
(6) We need to do ‘Attraction.’
How?
a) Create content, depending on your company's available resources, create content across all platforms. To create content, use the audience knowledge you have gained earlier. For example, you sell ‘Prams for Kids’, you can create content about weight loss. Build on the interests of your audience, even though they are not directly related to your product. Do you understand why? I hope so. At this stage, you need to attract attention and sign up for yourself. Subscription is mandatory. This is the determinant of the success of this type of content. If you don't subscribe, you've just wasted a resource on content creation and distribution.
(7) You need to make content for Retention and for Growth. The audience that subscribed to you should stay subscribed to you, you have already spent a resource to attract them, we don't want to spend a resource to attract them again, it's not rational.
How?
a) Retention. I will tell you through an example. There is an account of one company in the social network ‘Prostokvashino’ called, so they do not do retention, do not know how . Imagine they have an audience of grandmothers and bodybuilders. So Grandma is interested in watching how to cook pancakes with cottage cheese from Ivlev, and bodybuilders, for example, it is interesting to watch another, certainly not about fat pancakes. So retention should be aimed at the interests of your audience. That's why we worked them out earlier.
b) Nurturing. This is a topic that nobody understands at all. I'll try to explain it with an example. You have a classmate, and he was so bad in school, he did not fulfil promises, sometimes he said one thing and did another, but at the same time he is predictable for you because you have studied with him for 10 years, you know in what situation you can deal with him, and in what situation it is better not to deal with him. And from what kind of person, what is your assessment of him, from this depends on whether you are ready to go with him on the case or not. So the lack of information of the client about the person and the organisation from which he will then buy the product, greatly hinders the purchase of goods.
(8) It is necessary to produce content for monetisation. I think it is clear. Except that we do it badly, 99.5% of businesses that I observe. They don't know how, nobody taught them.
How?
a) We need to do it natively, we do not sell buy-buy-buy-buy. People don't like it that way. Example, talk about one ingredient your product is made of, then the next. Tell how you produce it (or the manufacturer). Show the product indirectly rather than directly. People realise it's about your product. Sell natively with an offer to buy.
b) Sometimes you need to sell right away without the first stages. Well, because you can buy traffic and immediately pour it into the selling page. That's how we do it too. In the text or video talk about what problem we solve, what we promise if he buys, you need a personal story about what changed when you used the product. The text appeals to what benefit the customer will get from it, what problem will be solved, what will change financially, what will change emotionally, what will change socially.
c) Monetisation uses an offer (previously created)
Headline There are many points of view in marketing, and it's always this one that works. (An ocean of options in marketing, and it's always this one that works.)
Description There are no one-size-fits-all strategies in marketing - each is created for a specific business, audience and product. But there are fundamental principles that underpin any successful campaign. These are not magic recipes, but time-tested benchmarks. What are these principles? Let's break it down step by step: (1) You need to know your target audience. You need this for marketing. (You need this for product creation, but we're not talking about that right now). How? (a) In detail, in depth, become her. The best way to do this is to watch YouTube interviews with people who will buy from you. Watch 5-7 interviews. You will form a collective image of your customer in your head. You can conduct interviews, but it is expensive and not always necessary. b) It is necessary to collect a map of interests about your audience. That is, everything you have learnt should be written down. Briefly, what they eat, what they drink, what they watch, what they read, what they wear, what they drive, where they go on holiday, what places they go to, what kind of lifestyle they lead, everything. It's going to be necessary further down the line. You will understand.
(2) You need to create a pledge. Or recycle an old one if you've inherited marketing. How? (a) It needs to be simple, it needs to be clear to your audience, Keep it simple. My product will solve something for you. b) It has to be relevant to your audience. c) It has to change something in a person's life. Get rid of something, that's most often the case. If your product is improving, it has to improve multiple times, otherwise it will be hard to sell, because improvement is a movement from good enough to better. When the audience is happy with everything, it's hard to sell something even better. I recommend Getting rid of something, it's easier.
(3) Find a sound problem from your promise, you need this later for marketing. How. (a) Look for the sound of what the problem you are getting rid of might sound like.
(4) You need to create a value proposition. If you don't have one and you create one, then by creating one you may see a significant increase in sales if you implement just this one thing. How? a) You need the perceived value of what you're selling to be higher than what people pay for it. Ideally 1 in 10.
(5) You need to think of a product line, for re-monetisation. This is a super important step, it's the only way to create a long-lasting business. Think about this. You've spent a resource on attracting an audience. Why would you spend a resource on attracting again? It's not rational. and the right thing to do is to create related products for the same audience. So you pay once for the attraction.
How? Think about what else you can sell to the same audience.
We need all the previous points to do marketing. Basically produce content and distribute it. Here's a little bit of theory. Marketing is a simple thing. There's a person (you) and there's another person (the customer), there's words between you. That's it. You just need to answer the question, what words should I say to get him to buy my product. Here is everything we have previously worked through, we need to use further in our marketing. I divide marketing into 4 functions. 1) Attraction 2) Retention 3) Nurturing 4) Monetisation
(6) We need to do ‘Attraction.’ How? a) Create content, depending on your company's available resources, create content across all platforms. To create content, use the audience knowledge you have gained earlier. For example, you sell ‘Prams for Kids’, you can create content about weight loss. Build on the interests of your audience, even though they are not directly related to your product. Do you understand why? I hope so. At this stage, you need to attract attention and sign up for yourself. Subscription is mandatory. This is the determinant of the success of this type of content. If you don't subscribe, you've just wasted a resource on content creation and distribution.
(7) You need to make content for Retention and for Growth. The audience that subscribed to you should stay subscribed to you, you have already spent a resource to attract them, we don't want to spend a resource to attract them again, it's not rational. How? a) Retention. I will tell you through an example. There is an account of one company in the social network ‘Prostokvashino’ called, so they do not do retention, do not know how . Imagine they have an audience of grandmothers and bodybuilders. So Grandma is interested in watching how to cook pancakes with cottage cheese from Ivlev, and bodybuilders, for example, it is interesting to watch another, certainly not about fat pancakes. So retention should be aimed at the interests of your audience. That's why we worked them out earlier. b) Nurturing. This is a topic that nobody understands at all. I'll try to explain it with an example. You have a classmate, and he was so bad in school, he did not fulfil promises, sometimes he said one thing and did another, but at the same time he is predictable for you because you have studied with him for 10 years, you know in what situation you can deal with him, and in what situation it is better not to deal with him. And from what kind of person, what is your assessment of him, from this depends on whether you are ready to go with him on the case or not. So the lack of information of the client about the person and the organisation from which he will then buy the product, greatly hinders the purchase of goods.
(8) It is necessary to produce content for monetisation. I think it is clear. Except that we do it badly, 99.5% of businesses that I observe. They don't know how, nobody taught them. How? a) We need to do it natively, we do not sell buy-buy-buy-buy. People don't like it that way. Example, talk about one ingredient your product is made of, then the next. Tell how you produce it (or the manufacturer). Show the product indirectly rather than directly. People realise it's about your product. Sell natively with an offer to buy. b) Sometimes you need to sell right away without the first stages. Well, because you can buy traffic and immediately pour it into the selling page. That's how we do it too. In the text or video talk about what problem we solve, what we promise if he buys, you need a personal story about what changed when you used the product. The text appeals to what benefit the customer will get from it, what problem will be solved, what will change financially, what will change emotionally, what will change socially. c) Monetisation uses an offer (previously created)