The Essential Marketing Stack.
This is where things get fun. This is where you get to express yourself and tell your story, celebrate your values and share what you've built with the wall. So if the last couple of chapters were daunting and scary, this one shouldn't be as we're covering the essential building blocks of your marketing stack. Of course there are always examples of companies that managed to turn a profit even without any of these. But if you want to maximize the chances of success, make sure that you attempt to cover at least the fundamental basis. First and foremost is story. What is the story behind the brand? What is the purpose? What's your company's gold in the world? If you started a photography business, why did you start it? Is it because of your passion for aesthetics? Or is it because you want to help your subjects capture the precious moments of their lives? A story goes a long way as we can see in the founding stories of companies such as Patagonia. Patagonia's sustainable approach to outdo...
or wear is keeping the brand safe and prospering. We can also look at Whitney Wolfe herd story. She left Tinder after filing a lawsuit against sexual harassment and discrimination and founded Bumble a dating apps that allows women to take control over that situation. The second thing you want to have after a story is differentiation, a strong story that is amplified by real points of differentiation creates a winning duo. Can you articulate your USP, your unique selling proposition? What makes you different? What makes you better when those things are covered, it's time to put a brand around them. What do we mean by putting a brand around them? A logo, a color palette, a visual representation that expresses what your business is about. Is it serious? Is it playful? Turkey wholesome? The more authentic, simple and reflective of your story? Your brand is the further and more effective. It will be the more authentic and simple. Your brand is, the better and faster it can travel and now let's get our hands dirty. I know it's not news to you, but there is a reason this is constantly repeated. You need a website. The website allows you to tie all of it together, your story, your points of differentiation and of course it brings your brand to life. It doesn't have to be fancy and it probably won't have a massive amount of traffic going into it, but it does make it easier to find your online and for you easier to share what your business is about. It might sound like a lot of work but it really shouldn't be. We've simplified it to the absolute minimum and will include all of the resources you need to continue. So what should your website include four parts, number one and about section who you are, what do you do and why do you do it? Any credentials you have can go there and the founding story of the company to number two, portfolio examples of your work testimonials and case studies. No three, a contact page. A simple and easy way to reach out to you. This can also include any qualifying questions you want your prospects to answer from their goals to their budgets to how they heard about you. The juries are still out regarding a pricing page and there's a reason for it. You may not feel comfortable with putting a price out there and it's perfectly fine. Maybe the service you're offering is a little too complicated and too New West, perhaps you don't feel comfortable because you're worried that competitors will outbid you in cases like this. You can provide a range of, say 2000 to 10,000 depending on this way the customers arrive with an understanding of what to expect. It does not mean that there won't be a negotiation, but it will be a few surprises. The second thing you'd want to have is search engine visibility. You want to increase your chances of being discovered by folks who are actively looking after services and products such as yours. And how can you optimize for that? How can you compete with brands that have been there for such a long time? The term S. E. O. Search engine optimization is nearly endless for this course. We will focus on only two aspects. one is understanding how people are speaking about your industry study what people are searching for and make sure that these wars are included in the texts on your website. We would also have a list of resources for you in the course's description. So you can go in and test those things on your own. The second thing you can do, which is a quick and free hack is setting up a google maps, business page. This is a free resource that can make it super easy to find and engage with you, google my business features, your contact details, walking hours locations and even customer reviews. Now that we got these two pillars behind us, it's time to talk about social media. Social media can be a bottomless pit. Our advice would be to focus on one or two channels where you feel comfortable communicating and where your users are already active, establish your brain presence, make sure that it's accurate, regularly updated and easily found to maximize your lean marketing strategy. The two common mistakes in social media is trying to be everywhere while not being able to update regularly. And the other one is to keep a social media presence that's not updated at all. The latter actually does damage to your business. Think of yourself going into a website and seeing that it hasn't been updated in two years will that make you feel like there's someone there that you'd like to engage with? Probably not