Create a Marketing Plan & Grow Your Standout Business

 

Lesson Info

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 -- Mm-hmm. 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 -- Yes. Or could they -- For sure. Okay. 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 -- Yes. 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.

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

  • 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.
  • 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.
  • 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.