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Content Marketing 101 – Effective Content Marketing Tips!

– Hey folks, how's it going? So welcome to day one of the
five day marketing challenge. I can't believe I haven't done
a marketing challenge before, so it's quite exciting, I'm
excited, I hope you are too. So I'm gonna kick things off, just by doing a little Marketing 101, because it's quite important that we get the marketing basics nailed. So here we go, so slightly
different format to normal, so I'm gonna do a couple
of little presentations and screen shares and things like that, this is just to mix it up a
little bit, so bear with me. So Marketing 101, here we go. So first step, identify
your target market, it goes without saying, that if we don't know
who we're here to serve, then we can't actually serve
anybody particularly well. So we have to work out exactly
who our target market is and then work out where they hang out. So a good example of this
might be that, say for example, I was watching a programme on the BBC called Who Wants to Marry a Millionaire.

I say I was, obviously my wife was watching it and I got roped into it. But five of the women were chatting and four of them had big
engagement rings on their hands and then the fifth one didn't. And they started talking
to her and they said, "Well why haven't you
met your millionaire yet? "We've all met millionaires,
what are you doing?" And she said "Well, you
know, I don't really know." And they said, "Well are you going out?" And she said, "Well no, not really." And they said, "Well maybe
you should start going out "and actually, there's
some really exclusive clubs "in Mayfair and Chelsea where
millionaires go and hang out "and they pay lots of membership fees." So identify the target
market, loads of millionaires. Where do they hang out? In exclusive clubs in Chelsea and Mayfair and places like that.

So none of this stuff is rocket science, it's quite basic stuff. So then what we've got to do,
is we've got to go to them. So basically we make it
easy for them to find us. And we do that by
hanging out in the places where they're more likely to hang out. Now we don't this in like
a stalkery sort of fashion. We do this in a, we
just show up basically, regularly and often, with
the same consistent message in the same places where they hang out, where our clients hang out,
our ideal target market. So for example, if we design
websites for small businesses, where are small businesses
most likely to hang out? Well more than likely it's
gonna be on Facebook groups, or on LinkedIn, or on
Twitter, or places like that.

So if we're showing up there with the same consistent message,
giving tips about websites and things like that, then potentially we're gonna start piquing
people's interest. And if we're giving away value upfront, when we show up regularly and often, with that same consistent message, then we're more likely
to get clients onboard. So the next thing I wanna work on, so just to complete that actually, I'm gonna go back a slide. So just to complete that scenario, so identify target market, millionaires. Where do they hang out? Exclusive clubs. Go to those exclusive
clubs and then finally, show up regularly and often with the same consistent message. Hey, I'm a really nice person, so why don't we go out on a date? It's not rocket science.

So identify target market,
so small business owners. Where do they hang out? Let's say Facebook groups,
networking meetings and places like that. We've gotta make sure that we go to those networking meetings and that we go to those Facebook groups. And then we actually turn up there with some kind of message of value, regularly and often and consistently. And we will find clients that way. There's another thing which I talk about, in terms of goals and
activity and stuff like that, I'll save that for another day. If you want to know
more, come and grab me. So next up, what does
that message need to be? And this is one of the biggest mistakes that I see entrepreneurs making. So in this instance, what I
mean by this is the message. When we go to our clients and they say, "Well I'm looking for a website designer." We start going, "Oh well
I'm the best web designer, "we build standards-complaint websites, "which are very well optimised
and Google will love them." Actually, that's not
necessarily what the client either probably wants, but
it may be what they need.

So what we've gotta do is look at what our marketing
message looks like. So I always talk about three
core pillars in business, so delivery, sales and marketing. So remember marketing leads
to sales conversations, which leads to the work
which puts food on the table. But there's an old saying
which is still used, which is sell people what
they need, not what they want. Now I actually believe the
saying's kind of half right, actually what we need to do, is market to what people want and then sell them what they need. So in this example,
talking about websites, rather than talking
about the great features of having a standards-compliant website. Actually the reason why
people generally want a good website, is because they
want to generate more leads, which is gonna generate
more business for them and ultimately lead to
more sales and more money. So what we say is, we build websites which are highly effective
at converting leads, prospects into leads.

And I got that completely wrong,
so I'm gonna say it again. So we build awesome websites
which are highly effective at converting prospects into leads. 'Cause that's what people
want, people want leads, they want sales conversations,
they want money. And then when we sit them down, once we've piqued their
interest and they go, "Oh cool, well nobody else is saying "that they can do that,
so I'm interested." When they sit down, they'll say, "Well, how do you do that?" And that's the point when
you now have the opportunity, during a face-to-face
sales meeting, of saying, "Well, how we do that
is through working out "who your target market is,
we'll add on Google Analytics, "we'll make sure the website's
search engine-optimized, "standards-compliant, et
cetera, et cetera, et cetera." So we can go into the
technical side of it, but we don't put that in
our marketing message.

People don't want to know
what the features are of your products, they want to know, here we go, what the outcome is gonna be. So what I want you to do for the exercise for day one of the five
day marketing challenge, is first of all to write down
ten features of your products. Now I've said it, I've said it, don't market the features,
market the outcome. But we're gonna come
onto that in a second. But in order to know the
difference between the two, I want you to write down a
feature set of your products, just ten features of your product.

The next thing I want you to do, is to write down not one, but ten outcomes that your products will deliver. And then I want you to compare the two and see what differences there
are between the two of them. Because guaranteed there will be an awful lot of differences. There's a couple of other elements to marketing which I want to cover. So the first one is
around market research, so again, there are several
stages to market research. And how I discovered this,
I was delivering a talk at the local university to
about 120 business students. And they came up with some
fantastic ideas and I said, "Cool, well now what we've gotta do, "is take these ideas to market." So, if you're in a position whereby maybe you're just a startup, or maybe you've launched your product, but it's not quite landing, the marketing message isn't quite landing, we've gotta do this thing
called market research.

So the first step of
market research basically is to assess whether there's
a need for your product. So in the example which
one of the students used, he'd created this great product which effectively was like an app, which could look inside
your mouth and tell you whether you'd cleaned your
teeth properly or not. Which I thought was
actually really bloody cool. So I asked 120 students who's interested? And about 80 people put their hand up. Cool, stage one passed,
because we can assess that there's a need for this product. The second thing is and there
are three steps to this. The second step is then we ask people how much they're willing to pay. So there might be a need, but if people aren't willing
to pay for that product, then there's no business
need for this product.

So I started the Dutch auction, I started at five pounds, ten pounds, twenty pounds, thirty pounds. And I got to fifty pounds and
there was about 20 people, out of the original 80 with
their hands still left up. So I was like, cool, so there's actually 1,000 pounds worth of business in here. I double-checked with the guy
how much does it cost to make and he said, well about ten pounds.

So there's a good profit margin in it, to cover thing like marketing, branding and the website, overheads
and stuff like that. So cool, so step two we've just passed, step two of market
research we've just passed, because there's a need for it and people will pay some money for it. And then I said and this is
the really important part of it and this is all around
the value proposition, the outcome that your product delivers. So I said, "Now what we've gotta do, "is start to mix in stories "and make it a bit more sensationalist." And I'm gonna talk more about this on day three of this challenge.

So I said, "Right now, if
you don't buy this product, "in the next 30 days, one of
your teeth is gonna fall out. "How many people now are
gonna buy this product? "How many people?" And more hands went up and I said, "Cool, how much money would
people be willing to spend?" And I said, "I'm gonna start higher." And I started at 500 pounds
and I went up incrementally and there was actually ten people now, who would spend 2,000 pounds
on this one particular product.

So now we'd grown and scaled that product, or the potential of that product, from 1,000 pounds with 20 clients, up to 20,000 pounds with just 10 clients. So actually we could
have a cheaper product, we could have a medium-quality product, and we could have a high-end product, so there's a whole suite
of different things there. But the thing was the sensationalism, the story which sits behind
the marketing message, the fact it was sensationalist and we were starting to
market to the outcomes of what people wanted to hear.

If it was just simply the features, oh there's this thing, this mirror, which you can look in your mouth and it's connected to an
app and blah, blah, blah. People don't want that, they're just like, what's it gonna do? So, think about that when you're putting your marketing message together. Remember, features versus outcomes. What is it that your product does? What are you gonna deliver? So if you're on Fearless,
go and grab the worksheet.

If you want to know more
about the Fearless programme, obviously, doesn't matter, regardless. So what I want you to do is make your list of features and outcomes, pop them into the comments
box below this video and then I'll come back
to you with some feedback, if you've got any questions at all. And I will see you for day number two of the five day marketing challenge..

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