Example of Actual Marketing Campaign
Let's take a look again at what an actual campaign is. Earlier, I said it's kind of got that warm-up, and then it's got the pitch, and then it's got the follow up. I'm gonna break it down slightly differently for you now into brand awareness, lead generation, and conversion. Brand awareness, lead generation, and conversion. And this is really what I mean when I'm talking about peaks and valleys, in terms of your energy and in terms of what your calendar actually looks like. That brand awareness phase is when you're starting to help people associate your brand with the problem that they have that you can help them solve. And if you don't like thinking in terms of problems, that's okay, you can think in terms of goals or desires. So the brand awareness phase is when you start ramping things up, but it's in the very low energy place. It's the blog post that you're putting out. It's the podcast episodes that you're putting out. It's the videos that you're putting out, the Instagrams, that ...
you're doing on a regular basis where your only goal is to get new people familiar with your brand as it relates to a particular problem they have that you solve. Or a goal or a desire that they have that you help them achieve. And a lot of what you're doing on a regular basis is this brand-awareness piece. It's the stuff that's happening all the time. But when you start to plan out your marketing, you start to see that the stuff that you're doing all the time can actually work better for you. Because when you start to see each campaign as a starting point and an ending point, then the brand-awareness piece is actually leading to a particular point in that story; it's leading to the climax, right? It's not just something you're doing all the time. It's not just something that's always the same. It actually has a purpose to it. And that's where a lot of content marketing goes wrong. That's where a lot of social media marketing goes wrong, is it's just out there in the ether and it's not really doing anything. Sure, it sounds good. Yes, that tutorial you created is awesome. Why did you make it? That blog post rant you just posted got tons of shares. What is it doing for your business? Those are the kinds of questions that you actually start to answer for yourself when you start thinking about your marketing in terms of campaigns, the peaks and the valleys, instead of just marketing. (audience laughs) So brand awareness is actually part of your campaign, not just something you do because you like wasting time. Lead generation is the next piece. And when I talk about lead generation, I don't mean list building. Now, list building is fine and great. You wanna build up your email list, you wanna get more people into that particular channel, more power to ya. I love it; I love getting more people onto my email list, but it's not the same thing as finding prospective customers for your offer. So when I talk about lead generation over the next 11 lessons, I want you to be thinking in terms of finding people to raise their hand and say, "I have this problem," or "I need this solution." They're not saying necessarily, "I want to buy your product," yet because they don't know about it. But what they are saying is, "Yes, me; "I identify with that." When you can get people to raise their hand or take action in a way that says, "I identify with that problem," "I identify with that goal," what you're doing is actually bringing together a group of people who are way more likely to buy from you. And so you start getting better feedback, you start feeling more confident about who you're marketing to, and, you start getting just way better results from your marketing, because you're actually selling to people, presenting offers to people who want to hear about them. And one of the big complaints I get from clients and customers and members is that they're afraid to send out more follow-ups, they're afraid to send out the pitch, they're afraid to send out more emails, because they don't wanna bother people. But when you're doing lead generation, when you're getting people to say, "I have this problem," "I have this question," "I have this goal," "I want help," and that's your goal here, when you get that group of people together, why wouldn't you send out more follow ups? Why wouldn't you send out the pitch? Why wouldn't you send out more emails? Those people have asked you for it explicitly. So that's the lead generation piece of this. Now we're really starting to build up steam in that kind of peak and valley part of the campaign. So we're revving up the peak right now, or we're climbing up the boulder maybe. (audience laughs gently) The last piece is conversion, where you actually make the sale, where you actually present the product or present the service. It's the place where you say, "Do you actually wanna buy this?" Great, you've got this problem. I've talked to you about all these different ways that you could approach it, solve it. I've talked to you about my personal story. I've talked to you about my brand promise. Here's how I can actually help you. Here's how you can get my help solving this problem. Here's how you can own a piece of my jewelry. Here's how you can -- Whatever it is that is what you're selling, this is when you present it; that's the conversion piece. So each campaign has those pieces. You start building up steam with brand awareness, so all that stuff that you're doing on a regular basis actually has purpose. You use brand awareness to generate real leads, people who've raised their hand and said, "Yes, I have that problem, I need that solution." And then once you have that group of hyper-interested, targeted people, you finally present your offer. And so as we dive deeper and deeper into an individual campaign, we're gonna work through these three pieces. So right now, you've got this bird's eye view, okay, this is about when I wanna sell things throughout the year. These are the stories I'm gonna use. These are the seasons that it's gonna help me sell things, but then, as we start to break down each campaign, we're going to lay these three pieces out so that this can go on your calendar as well. You know, my blog posts need to be on this, or my podcast episodes need to be on this. I need to have a webinar. I need to have an application. I need to have a free course, a challenge that people opt into so I can get those really high qualified leads, and then here is when I'm actually going to sell. So that's the next step of this process. It's not just having an idea of when you're going to sell throughout the year, although that's really important in the first step, but then, saying each time I wanna sell, I need to do these three things; here's what it's going to look like for each campaign, make sense? Questions about that? You guys are impressive or tired. Yes, Ainsley.
Just as you were talking about the difference between brand awareness and lead generation, it was making me think about how I'm using speaking in my business --
And I was thinking I'm using speaking for brand awareness; that I'm getting out there and saying, "This is what I do." But now I'm actually wondering if it should be for lead generation. And so, do you have thoughts about what channel you would use for different stages of the process --
Or could they --
I think with speaking, it can easily go either way.
So it could be either way, okay.
Yeah, so if you're regularly, every week, you're getting out and speaking with a new organization, that likely is brand awareness. But that also means then that you wanna tie that in to lead generation. So what are you doing at the end of that talk, or when people are coming up to you afterwards, what are you inviting them to? Are you saying, "Hey, here's the link to my calendar. "Why don't you schedule a consultation "and I'll see if I can help." That would be the lead generation piece of that. So this all -- The arrows are there on purpose. One always needs to flow into the next, and part of the problem with the way so many people plan out their marketing or think about their marketing is that they're thinking about these things as distinct pieces, and they're not tying them together. So that kind of question that's bubbling in your brain is where does speaking fit in, is perfect, because what you're realizing is that now you have this opportunity to build lead generation into the back of that, which then is going to help you find more of those high quality, highly targeted leads to then present a particular offer to.
Okay, so I should have a call to action for each stage of those processes, and they're going to be different as I take people through --
Who want to continue to follow the trail.
Yeah, exactly, so with brand awareness in a particular campaign, your call to action is to whatever you're using for lead generation. When you're in that lead generation process, your call to action is going to be the offer.
Excellent, thank you.
Yeah, you're welcome.