Create a Marketing Plan & Grow Your Standout Business

 

Lesson Info

Analytics

The next way you wanna be thinking about listening is actually with data, actual number data. Analytics. Because, remember, everything that's in your Google Analytics dashboard, your WordPress dashboard, your Squarespace dashboard, your Etsy dashboard, wherever you are, looking at numbers, each one of those numbers is a person and an action that person has taken. And so, it's not just numbers, it's people too. Numbers are people too (laughs). (spectators laugh) My friend, Jessica Mehring, who is big on data analysis in terms of listening to customers, says, "Data gets to the truth faster than most other sources of customer insight." And you know, I can't actually argue with her there. I love the back and forth, but that is a slow process. If you've got data, use it, because it makes things go faster. She says, "If you're learning about your customers from social media only, you're only seeing what they want you to see." And, you know what? That's true too. Data can actually help you ge...

t underneath what people are saying to what they really mean. Let me show you an example. This is a blog post that's been extremely popular on my blog, it's called "How to Generate Revenue (Even When You're In a Slump)." I think Lacey actually wrote it, or rewrote it for me (laughs) to be completely honest. Brilliant headline that Lacey came up with there. And so that's been really popular. Set an ad for it, and you can totally forget it. It's just gonna keep on giving the love, right? This is a similar, a sort of similar post. I was using both posts in the same campaign. This one is called "This is the Difference Between a 6-Figure Business and a 7-Figure Business." Very different subject matter, but it was aimed in the same direction: to get people to opt in for the same thing, to get them to buy the same thing. And the data on these was really interesting. Like I said, this post is the gift that keeps on giving. I had a 50 percent lower cost-per-click on this article. I was getting really, really, really cheap clicks. Click, click, click, click, click! Everyone wanted to read this article. But, this article had a 13 times lower cost-per-lead to cold traffic. Now, I know that sounds kind of mumbo-jumboey, so let me explain what that means. What it means is that, while everyone wanted to read this, this post was the one that made people opt in for what it was that I wanted them to opt in for. This one generated leads. This one just generated page views. So this was a whole lot of people who weren't the right people. This was a whole lot of people that were the right people. If I just looked at the surface level data, or if I just looked at my WordPress dashboard, I would say, "Oh, this is doing very, very well." Or my advertising dashboard: "Wow! That's cheap!" But when I got under the surface of that data a little bit, I could see this was the post that I actually needed to amplify more. Didn't matter if it cost more per click, because I got more of the right people much, much faster. Now, understand, this is a little bit more on the advanced side. If you're not ready to listen with that kind of degree of fine detail, please don't worry about it. It's just another option that's out there. But, if you do wanna try and use some data to bust your assumptions, to rethink how you might have always thought about your customers, here's some questions you might wanna ask. What do you think is true about the content that you create? And what's really true? What looks good on paper, but isn't really performing on the back end? Or, what looks crappy in your analytics dashboard, but actually brings in most of your customers? Is what's popular the same thing as what's effective in creating paying customers? And how have your assumptions affected your product decisions, or your marketing messaging decisions? So make sure, if you're gonna use data, don't just use it to prove things you already think you know. Actually use it to listen for places where your assumptions are incorrect.

Class Description

Marketing your small business can feel like throwing spaghetti at the proverbial wall.

You try all the things you’re “supposed" to do (blogging, making videos, posting to social media…) and you try to keep up with the “hot new trends” that promise to change the way customers find you.

You spend tons of time and energy—and probably some money too. And after all that…

You wonder whether it’s really paying off or not. Is your business really growing? Or is it just your workload…?

Marketing isn’t something you want to mess around with. You want confidence. You want to know it’s working. And, perhaps most importantly, you want to know exactly how you can accelerate your success once you get it right.

Most business owners lack 2 essential pieces of the marketing puzzle. These 2 missing pieces keep them from fully utilizing all the effort they’re already putting into marketing while also keeping them from discovering just how rewarding (and fun) marketing can be.

The first essential piece is a plan. That plan needs to help you be productive, efficient, and decisive. It can ever bring focus and clarity to the whole way your business operates. This class has that covered.

The second essential piece is a solid messaging foundation. The difference between your campaigns and the ones that really, truly pay off isn’t ad spend, hot new trends, or expertise—it’s a message that connects with exactly the right people. This class gives you a system for creating that message every single time.

Join bestselling Money & Life instructor and CoCommercial founder Tara Gentile for a 2-day class on creating the marketing foundation and plan you need to grow your standout business.

By the end of this class, you will be able to:

  • Build a year-long marketing calendar so you’re never caught off guard by your business’s marketing needs
  • Quickly and confidently prepare an effective marketing message for a product or service using a foundational set of building blocks that turn so-so campaigns into money-makers
  • Create a schedule and plan for your marketing campaign using multiple channels, such as email, social media, blogging, or video, so you know you’re getting your offers in front of the right people
  • Design a system for your marketing campaigns that can be optimized and automated so that you can spend less time on the hands-on work of marketing

Best of all, you’ll have a replicable system you can use for every campaign and every year to feel completely confident in your marketing.

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.

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.

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.