Lessons
Class Introduction
10:38 2Create Your 12-Month Marketing Calendar
14:12 3Real Life Marketing Calendar Example
18:28 4Identify Your Marketing Campaigns
06:07 5Examples of Identifying Audiences
18:22 6Example of Actual Marketing Campaign
09:32 7Analyze Your Past Marketing Disappointments to Discover Opportunities
30:59 8Identify & Research Your Target Customers
08:35Social Listening
05:39 10Front-End Surveys
05:05 11Back-End Surveys
03:37 12Market Trends
04:57 13Analytics
04:29 14Prospect Interviews
03:48 15Live Presentations
07:36 16More Reasons Marketing Campaigns Fail
06:54 17The Problems Your Customer Faces
15:50 18Customer Awareness Exercise
30:21 19Guest Interview: Lacy Boggs
25:07 20Create Your Campaign Building Blocks
37:43 21Building Your Campaign
12:19 22Lesson 1-21 Review
04:15 23Start with the Sale in Mind
15:21 24Sales Page Exercise
26:49 25Draft Eye-Catching Headlines
28:10 26Find The Customers You Need to Reach Your Goal
18:18 27Lead Generation Systems
20:23 28Craft Your Messaging Using Customer Awareness
30:46 29Create Your Campaign Schedule
30:16 30Example of Campaign Creation
29:35 31Develop Your Follow-Up Plan
32:13 32Setting Your Campaign Goals
09:52 33Real Life Example of Campaign Goals
13:11 34Analyze Your Campaign Results
10:15 35Marketing Plan Review Session
09:05Lesson Info
Market Trends
The next way I like to listen is Market Trends. And this goes to that market sophistication piece. I need to know how the market is changing at any given time, so that I can anticipate it, and make changes ahead of time so I'm not always feeling behind, right? So when you're listening to trends in your market, in your industry, in your audience, that's just another way that you can always stay ahead of the game instead of always feeling behind. So how are you connected? How do you stay connected to your market? To your industry? To the people, the movers and shakers, in your field? I gotta tell you, I've heard from a lotta folks over the last few years, you know, I'm really, I'm really unplugging from social media, I'm unplugging from this, I'm unplugging from that, I'm just heads down, I'm just doing my own thing. I get why you would do that. But if you don't stay connected to influencers, if you don't stay connected to the audience, if you don't stay connected to the places where peo...
ple are talking about interesting things going on in your field, you're gonna miss out on a lot. And eventually, you're gonna be so heads down, your head is going to be down on the ground, and you're gonna be out of business. (giggling) Alright, so you have to stay connected. You can absolutely have boundaries around that connection. You can do it in a way that works for you, but you must stay connected. One of the ways I do that is not just through social media. I'm with you, social media, I'm doing less and less of personally, but one thing that I do more and more of it seems every year, and my frequent flyer miles will show you that, is I go to events where my ideal customers are, and most importantly, I go to events where influencers I love are. The people who are actually setting the trends. The people who are exploring new territory. So over the last year or so, I've been to Podcast Movement, I've been to Pioneer Nation, I've been to a conference called Venture Pop down in New Orleans that was awesome, I was at the Digital Commerce Summit last year, just a couple of weeks ago I went to Mighty Networks headquarters and did a retreat. And it was on very short notice, but I was like, I've gotta be there. Because the CEO of this company to me is so inspiring, she's got her finger, her name's Gina Bianchini, she's got her finger on the pulse of what's going on in digital community building today, and with digital brands in general. She's awesome. I was like I gotta be there, I've gotta hear what she has to say. It was worth every penny of the flight out to get there, and was worth the transcontinental flight one day, and transcontinental flight back 24-hours later. So, it was worth it. Of course, also, shameless plug again, I stay connected to influencers in my audience at CoCOMMERCIAL as well. I happen to run a place where people stay connected. It's very convenient for me, I have to say. (giggles) But how are you gonna stay connected? Who do you wanna listen to? Because, no matter where you go, no matter what you're doing, the more you can plug in to the influencers who are shaping your field, the audiences that are asking the right questions, and in that capacity, you will better be able to plan out your marketing. And you'll better be able to figure out what's gonna resonate and what's not. So when you're at an event, or when you're paying attention in a Facebook group, or in a forum, or at a local networking event, I want you to be thinking about what are influencers getting excited about. Influencers get excited, real influencers, thought leaders, get excited about things before everyone else gets excited about them. If someone's talking about the same thing that everybody else is talking about, you can ignore that. You already know people are excited about that stuff. Pay attention to the influencers who are talking about things you haven't heard about. Who are really foraging new territory. What topics are becoming all the rage? Sometimes it's helpful to identify that everyone's talking about sales funnels, so you can start thinking about what's next. 'Cause sales funnels are gonna be here today, gone tomorrow. Not in practice, but in terms of what people are talking about. What frustrations are influencers expressing, and why? Influencers are also really good at ranting about things. I've ranted about several things just since we've gotten started this morning. (giggling) And so, pay attention to that too. Because influencers are going to help you see, alright, this is not a best practice. Or everyone might be doing this, but it's not the right thing to be doing, and I need to be out over here. Or I could distance myself, or differentiate myself, from the rest of the market if I talked about this differently. And influencers are gonna help you connect with that as well.
Class Materials
Bonus Materials
Bonus Materials with Purchase
Ratings and Reviews
Sharon
Tara, the information you delivered in this class is invaluable. I am in the launching stage of my business, and I know I need to market my business and services and I know I need to write a plan, but I didn't know how to do it. Instagram, content upgrades, Facebook, email marketing, webinars, blogging, etc. etc., I know it all. But I just couldn't get my head around how to truly use marketing campaigns for my business, and especially for my services, to reach my ideal client, help my ideal client and to reach my ideal income. You explained the why behind marketing campaigns and you showed us how to create a marketing campaign from A to Z. The whole sha-bang! You gave me the knowledge and inspiration in how to market my services, how many people I ideally want to reach and above all, a framework I can use time and time again to create a marketing campaign. I purchased the class right after seeing the live broadcast so I can use this class for planning all my next marketing campaigns. You clarified a lot and I am much more confident (and so much more less stressed haha) in creating a marketing campaign plan that works for my business and services. I learned a lot! Thank you! P.S. Love the hot seats.
Lisa Murray
Once again Tara has delivered a brilliant class. It was perfect timing for me as I am about to relaunch an existing program. I saw clearly what I missed during the first launch and I'm curious to see how the new approach based on Tara's strategies will convert. Highly practical and hugely insightful if you want to stop chasing bright shiny objects and spinning your wheels. I especially loved the launch model using where the customer is in their knowledge of your offer - brilliant!
MaryAnn
This class is well worth the time! Tara does an excellent job of not only providing a step by step system for creating a marketing campaign, but she provides clear context and insights along the way. This is important so that you're not just going through the motions and crossing your fingers that your marketing will work. She helps you understand the strategy behind the scenes so you can get the most out of the work you put in. I highly recommend this course to anyone considering doing their own marketing, or people who are already doing their own marketing and want to feel more empowered and get better results.