Awareness, finalizing your awareness tactics
Lesson 16 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Awareness, finalizing your awareness tactics
Lesson 16 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Lesson Info
16. Awareness, finalizing your awareness tactics
Lessons
The definition of strategy
03:39 2The 4 stages of marketing
03:16 3The difference between strategy & tactics
03:46 4The 6 laws of marketing
09:56 5Understanding Creative & Distribution
02:16 6The 4 marketing P’s and how to use them
05:08 7SWOT Matrix and how to use it
02:28 8Porter's Five Forces
04:4360/40 Law of marketing
04:04 10The marketing funnel
06:27 11Analyzing your competitors
07:14 12Deciding your target audience
06:59 13Creating your marketing objectives
11:42 14Pricing your products perfectly
08:16 15Watch this before arranging your marketing strategy
02:21 16Awareness, finalizing your awareness tactics
03:52 17Partnerships and affiliates (free tactic)
09:40 18Blog writing & SEO
07:26 19Podcasting
07:10 20Public Relations
05:58 21Giveaways
07:18 22Word of mouth
06:21 23Valuable courses
08:09 24Social media overview
05:28 25YouTube
09:36 26TikTok
03:58 27Twitter / X
04:48 30How to create better content in half the time
07:54 33Why start-ups should never use paid advertising for awareness
06:21 34Education & Consideration
01:33 35Workshops & Webinars
08:39 36Social Proof
06:55 37Effective Email Marketing
05:34 38Utilizing FAQ Sections
05:31 39Portfolio & case studies
07:39 40Leveraging product comparisons
03:26 41Tips to increase desirability
07:22 42Harnessing the power of Google reviews
05:20 43Sales & Conversion
02:28 44Psychological tricks to convert customers to buying
08:25 45Building a list of customers ready to buy
08:46 46Irresistible Offer
08:31 47Persuasive Sales Page
07:35 48Promotions & Free shipping
04:24 49Improving conversion rate (PIPE FRAMEWORK)
06:39 50Customer Retention
03:43 51Expanding your product range
07:18 52Asking for feedback & refining your product
03:37 53Loyalty programs and the subscription model
06:43 54Gifts & Surprises
05:02 55Finalizing your marketing strategy
07:40Lesson Info
Awareness, finalizing your awareness tactics
So as I mentioned before, a customer cannot buy what they do not know exists. So the purpose of the awareness stage is to do two core things. One let people know what you do and two make sure they know that you actually exist. I should probably switch those two around. Ok, let's do that again. The first thing is so we need to make sure that the customer knows that we exist. And secondly, we need to make sure they know what we do and what we can offer them. So it's actually really that simple, imagine a situation where you have the best hotel on the entire planet, but nobody knows where you are and that you even exist. So they can't book your hotel. That is essentially the struggle that most start ups and medium sized businesses have. They don't have the exposure and the awareness that is required to actually drive sales and generate revenue. Now, as I've mentioned before previously in the course, to get awareness, you can use lots of different tactics and we're going to go through some...
in this very next section. But something to keep in mind is again through the examples that I've shared is that it all depends on what resources you have. If you have tons of money to spend on marketing, then the resources that you can allocate to marketing efforts is very different to someone who doesn't have any money to invest in marketing, but they have tons of time. So I'm going to go through every tactic that you could potentially use to actually gain awareness for your company and brand and some are going to be more suited towards free exposure and some are going to be more suited to peer exposure. Now, the difference between the two is usually a case, not always, but usually the case if you pay for something, you generally get the result a little bit quicker. Now this is obviously down to your personal circumstance because sometimes if you have a little bit of money to spend, it makes sense to actually invest in marketing to get the word out there. But sometimes it doesn't, sometimes it actually makes sense to not spend anything, be a little bit more patient and get to the exact same place in just a little bit more time. So when you're ready to actually start developing your marketing strategy, dive into the following lessons in the course and you're going to be taken through every tactic that you could potentially use to gain awareness for your brand. And as I promised before, every single tactic that we outline in this course is rated on the four key areas that are super important to any small or medium sized business investing in a marketing tactic to make sure that it's the best suit for them. Now, within your brand lines, you will have a separate slide for every stage of the marketing funnel. And within each of these slides, there are some questions that you can answer and fill in to ultimately help to populate your marketing strategy and make sure that you have a perfect plan to get you from where you are now to where you need to be. Now, just to be completely clear as I've mentioned before, with the marble analogy, it is not logical to try and push lots of different marbles at the same time, what actually far more effective. And I've said this many times before and I'll say many times again, is to focus on one or maximum two or maybe three to really get momentum in those key areas. So if you can just focus on one and you have the discipline to do that, I would do that all day long, it's going to be super effective and you're going to feel far more calm and peace and a lot less overwhelmed, which obviously we all know is not the best feeling in the world. Now, I would reckon that you complete the awareness slide in your brand guidelines before you move on to the education or consideration phase of the marketing strategy development. And speaking of consideration, I haven't had a coffee in around 15 minutes and I feel like I need one. So I'm going to fix myself a new coffee and I shall see you in the rest of the lessons. I'll see you soon.
Class Materials
Bonus Materials