More Reasons Marketing Campaigns Fail
Lesson 16 from: Create a Marketing Plan & Grow Your Standout BusinessTara McMullin
More Reasons Marketing Campaigns Fail
Lesson 16 from: Create a Marketing Plan & Grow Your Standout BusinessTara McMullin
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
More Reasons Marketing Campaigns Fail
Trust me guys, this is gonna be some stuff that brings marketing, like, into focus for you. When if first learned about what I'm about to teach you, my mind was blown and I saw the light. (audience laughing) That is how I feel about this segment. But first, we need to revisit this poor dude. (audience laughing) This might be my new favorite stock photo (laughs). (audience laughing) So we've already talked about, you know, the fact of life that sometimes marketing campaigns fail. And there are all sorts of reasons that marketing campaigns fail that do not include you sucking at marketing or marketing being icky or that everyone hates you. We looked at some real legitimate reasons that marketing campaigns fail and some of those reasons then turn into things that you can do to fix your marketing campaigns before they ever break down. But I want to take a moment and look at it just a few more reasons that marketing campaigns fail. The first one being that the people who are paying attentio...
n, the people who are on your email list, the people who've liked your Facebook page, the people at the presentation that you're doing, they don't actually know why they need the product or service that you're selling. Or, they just don't. In other words, you're talking to people who are interested in you or interested in your brand or interested in the headline that you've put on your webinar page, but that doesn't actually tell them anything or tell you anything about what they really need or what they're really looking for. That's a big reason marketing campaigns fail, because we put so much emphasis on grabbing people's attention or getting them to take some action, getting them to take a quiz, getting them to sign up for your list, getting them to sign up for a webinar, but we don't actually think about how that connects to the product or service that we're selling. Another reason is that not enough people are paying attention. In other words you haven't gone out and actually built up the audience and then the leads and then the prospects that you need to make your marketing campaign a success. And the reason they aren't paying attention is because they don't recognize what you're selling or what you're marketing as what they need. So again, very similar. It's this disconnect that happens between the people who are paying attention and what you're actually saying. Also, they aren't motivated to buy. We've talked about this one a little bit already but I wanted to throw it back in there again. They don't feel a sense of urgency, they aren't motivated to buy, again they don't see how what they're problem is is the problem that you're solving. So they end up putting it off. They think it sounds great or they think it's something they need out into the future but they're not interested right now. And then what they believe is their problem is not what you believe is their problem. Now, this one happens all the time. In fact, I was noticing in the member chat at CoCommercial some people were saying, "this is my problem. What I'm selling is not what people think that they need." We're about to solve that problem once and for all (laughs). (audience murmurs) Very excited. This is why I get so excited about this topic. So when you think the customer's problem is different than the problem they think they have, you can't agree on a solution. And if you can't agree on a solution, they're never going to buy the solution you're trying to give them because that's not the solution they think they want. And then finally, you don't have content marketing to bridge those gaps. And so not only are we gonna talk about the conceptual level of customer awareness and helping them connect the dots between what they think they need, what they're aware of, what they're in pain around, what they're problem is, and what you're actually selling, but we're gonna talk specifically how to use content marketing to bring those two things together and bring them into alignment, to connect them, once and for all. Lacey's gonna help us out with that. And, you know, this is something that all of us can use in our businesses cause we're all doing content marketing at this point. Whether you're a billion dollar brand, or a 4 figure brand, you're doing content marketing in today's market. That's how brands are reaching more people. So we're gonna talk about not just, you know, if you build it they will come kind of content marketing, we're gonna talk about really useful content marketing that bridges the gap between what you say you're offering, what you're really offering, and what your customers really think they need. Now, here's the crux of this particular issue. Good prospects. People you wanna work with. Those great potential customers who just don't get it. Well, they think about the same problem in different ways. In other words, there are people in your audience, there are people in your email list, there are people that you're in front of on a daily basis, who approach the exact same problem from a different perspective. They have a different way of talking about it, they have a different way of thinking about it, and if you're only marketing to one of those perspectives, you're actually only hitting in a very, very, very small part of your marketing. The more of these different perspectives you can take, the more you can use to your advantage with your content marketing, the better your campaign will do, the more people will be attracted to your brand and attracted to your message. And also, the more people will realize that the problem that they had is the problem that you solve and are offering a solution to. So what we're about to do is essentially double, triple, quadruple, quintuple the amount of people you may be able to reach with ever single marketing campaign. And we're going to do that in a very orderly, very systematic way. It's very exciting (laughs). And what this really comes down to is actually meeting customers where they're at. What meeting customers where they're at really means is using all of the different perspectives that customers can have on the same problem, on the same solution, the same goal, the same question, to reach as many different people as you can with what they're already thinking about, where they're at. Now, like I said earlier, this is some next level stuff. I don't want that to be intimidating to you though. This is not hard. This is actually really awesome and I'm gonna break it down in a whole bunch of different ways, and by the end, again, I don't wanna talk it up too much, but I just think you're gonna be really excited about it (laughs). So, are you ready to dive into this? (audience murmurs) Alright, awesome.
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.
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.
Susan Best Jones
Tara, I love your creative live events I always learn so much and this time was the same. Perfect timing on this info, it is exactly what I need right now and I feel confident that I can do it! I joined CoCommercial and am excited about that. Thank you, Tara.