Executing Your Growth Plan & Wrap Up
We've mapped the Value Journey, like I said, clarified the messaging, crafted the perfect offer, you've built a content amplification plan, ideally set up a campaign or two. Now it's time to get to work! Now the reality is that you probably aren't going to do this, which is like wow, that's kind of a downer, right? Why are we here this whole time? But in my experience, especially if you are a business owner, if you're a start up founder, you're all you got, and if you're a founder, you likely will because this is the only thing you have to work on right now, this is it, right? Hopefully you've got the product built. Now it's time to like breathe some life into it, but if you're actively running a business, you're probably not going to do it. Again, it's too dang complex, I own digitalmarketer.com, I don't do the digital marketing at digitalmarketer.com, because I'm running the business. I know enough about what's going on, we set up the systems and the process, I've got a phenomenal te...
am, but it's not the thing that I do all day long, because I've got to work on product, and talk to bankers, and do business junk. So, how to finally get it done, number one, you could do it yourself, I don't necessarily recommend it if you have a business that is beyond the start-up phase. Okay, if you're in start-up mode, then this is your only priority. Congratulations, you know what you're doing tomorrow. Alright, you can hire an agency or a consultant. I mentioned before DigitalMarketer works with and certifies agencies and consultants. If you would like to chat with any of them, partners.digitalmarketer.com/find-a-partner. I made sure that I picked a URL that was as long as it could possibly be, as opposed to doing a clever Bitly. Just so you guys know, we don't make any money by referring these folks, we just want to show some love to our certified partners. You could build an in-house growth team, right? I would refer you to my other CreativeLive Class that I'm doing, on how to build a growth team, or you could train the team that you already have. And so, we have our platform DigitalMarketer HQ that facilitates that, so you can train and certify your own team, or some combination there of. I am a big believer in training the people that are on your team and we've had tremendous success. Tremendous success promoting people out of customer care, customer support positions, in to marketing roles to execute this. They know your customer, they know your product line, and if they're successful in customer care, they have empathy, and an incredible amount of patience. God bless them, and so, I think training up that team that way is big. I want to leave you with some final thoughts that will hopefully take everything that we talked about and really just slow it down into some nuggets that you can take with you, and if this is the only thing that you remember, as a result of our time together, I'll feel like it was worth while. I believe there are three big questions that every business must answer, three. Three big questions that absolutely every business must answer, and if you're marketing on behalf of a business, you as a marketer need to know that you have answers to these questions. And the first is who, if you can be more grammatically correct, whom, whom do you serve? Who does the business serve, who is your who? That came up a lot, right, making sure that we are customer centric. You heard me say it before, businesses should not define themselves by the products they sell, but rather by the people they serve. Why we started with humans, that's why I started off telling you my story of how I met my wife. Never forget that if you're running a company, if you have a product, if you have a service, you exist and that product or service exists as a vehicle to transport humans from less desirable before states to desirable after states. If you pretend like you're doing anything other than that, you're making the story about you when it should be about them, who is your who. Get crystal clear on that, and if you have a couple of them, that's fine. That's fine, but don't talk to the world at large. Who do you serve? Second, what? What value do you bring to the market place? What value do you bring to the world? It's why I'm such a fan of the statement of value, and not a unique selling proposition, right? Do you have a reason to exist? Right, why do you want to be successful? "Because I want to be rich," fricking great. The world doesn't care, and is not going to reward that. Right, the world rewards people who deliver value over and above what they ask for in return. People who are willing to make the deposits of relational equity before they make withdrawals, right? So what value do you deliver, and can you clearly articulate that? That's why we spent so much time on messaging. That's why I asked, I'm making a big assumption. Your product or service is good, remember that? In my experience, most businesses and most marketers have pretty good answers to those first two. They have a pretty good answer to both those two questions. It's this third one, the how? How, how are you going to go about acquiring customers profitably and predictably. That is the big question that tragically few businesses ask, and if they do, they never answer. Not with any certainty, and not with any documentation. How are you going to acquire customers profitably and predictably, overtime? If you can acquire customers profitably and predictably, then growth is inevitable, it can't be stopped. If you don't know how to do that, then everything that you've done up to this point is dumb luck or it's a hack that will at some point expire. So how are you going to do it? Who do you serve, what value do you deliver, and how are you going to go about acquiring customers profitably and predictably? I said before, most businesses are pretty good at the first two, they're terrible at the third one. All we've done today, what we spent all of our time today on is having a good documented answer to that third question. So remember I said at the beginning, my promise to you is that by the time we're finished, you'll have a proven and scalable plan for transforming strangers into rabid buyers and raving super-fans profitably and predictably. I hope you all believe and agree that we've lived up to that promise. I hope that you all go about answering that question for your business, for your company, and for your brand. Thank you all so very much, for your time and attention. I'm Ryan Deiss and this is how can follow up and hang out with me, social and online. Thank you. (clapping)