WEBVTT 00:00.510 --> 00:05.400 Kick things off we're going to condense this entire course into this one lesson. 00:05.550 --> 00:11.160 And by knowing and understanding the principles of basic digital marketing which we're going to cover 00:11.160 --> 00:13.900 here will be on your way to success. 00:13.980 --> 00:19.020 So first let's understand what a basic marketing funnel looks like. 00:19.020 --> 00:27.300 We can talk about a marketing funnel without the ADA model ETAs stands for awareness interest desire 00:27.660 --> 00:34.110 and action and we'll add an R to the end of that Aida R R is for retention because that's so important 00:34.110 --> 00:41.490 to awareness is all about building your brand building your identity using tools like social media so 00:41.490 --> 00:43.890 that people can get to know you. 00:44.130 --> 00:51.480 Means having a content strategy to get people interested in your brand or in a product or service of 00:51.480 --> 00:52.080 yours. 00:52.080 --> 00:57.880 Desire means moving that person from liking what you provide to actually wanting it. 00:57.900 --> 01:04.260 This means creating that personal and emotional connection with your audience so that you're not just 01:04.560 --> 01:05.790 another brand. 01:05.790 --> 01:08.390 They're starting to become loyal followers of yours. 01:08.520 --> 01:13.410 And then for taking action this is different depending on the stage of your customer. 01:13.440 --> 01:19.260 Initially this could just mean subscribing to your YouTube channel taking the action to like your Facebook 01:19.260 --> 01:23.580 page or to join a Facebook group subscribing to your e-mail newsletter. 01:23.700 --> 01:28.160 And for a different person this could mean actually purchasing your product or service. 01:28.320 --> 01:34.410 And then of course we've added our for retention because we know that it's a lot cheaper to retain a 01:34.410 --> 01:39.280 customer who's purchased a product from us then to find a new customer. 01:39.300 --> 01:43.500 The customers who have purchased already are much more likely to buy again. 01:43.500 --> 01:50.040 So how do we build that loyalty through email campaigns through exclusive content on our Web site through 01:50.040 --> 01:55.420 a YouTube series just providing consistent content that people love and engage with. 01:55.530 --> 01:59.460 We can break down the ways that you get attention into two buckets. 01:59.640 --> 02:02.310 Content Marketing and paid marketing. 02:02.430 --> 02:09.120 This means doing things like putting out YouTube videos writing blog articles doing a podcast creating 02:09.120 --> 02:11.290 content that serves your audience. 02:11.310 --> 02:18.880 You can also create content on social media bucket Social Media Marketing underneath content marketing. 02:18.960 --> 02:24.540 Even though it's a little different social media is great for sharing your content that you put on other 02:24.540 --> 02:28.640 platforms but you can even host content on social media. 02:28.650 --> 02:34.170 For example video on Facebook is huge now and then there's paid marketing and there's two ways that 02:34.170 --> 02:35.190 we're going to cover this. 02:35.190 --> 02:37.740 One is through just traditional ads. 02:37.740 --> 02:44.670 So putting up your Google ads or Facebook ad that directs people either to some sort of product or service 02:44.670 --> 02:52.290 of yours or to maybe a landing page or even just a piece of content of yours or even to one of your 02:52.290 --> 02:53.780 social media profiles. 02:53.910 --> 02:57.840 There's also this idea of promoting posts or videos. 02:57.900 --> 03:03.410 It's not necessarily an ad it could be but you could put up any sort of YouTube video. 03:03.450 --> 03:09.420 It could be one of your content marketing videos and you can boost it so that more people see it. 03:09.480 --> 03:11.550 Now you know what a marketing funnel looks like. 03:11.550 --> 03:13.440 You know the different types of marketing. 03:13.500 --> 03:17.790 Now let's dive into the steps to actually growing your audience. 03:17.790 --> 03:21.900 Step one is to create your online identity first. 03:21.900 --> 03:25.670 This means creating a web site your web site is your home base. 03:25.680 --> 03:28.830 It's where you control your story your messaging. 03:28.830 --> 03:31.680 It's where you can sell your products and services. 03:31.830 --> 03:36.910 It's where you can give a lot of free content a way to grow loyal fans. 03:36.930 --> 03:38.670 So you need a web site. 03:38.790 --> 03:45.120 In the modern world your online identity must include social media profiles as well. 03:45.120 --> 03:48.420 We're talking about Facebook Twitter Instagram Pinterest. 03:48.420 --> 03:52.290 These are the places where your potential customers live. 03:52.320 --> 03:57.010 They spend most of their time and that's how we attract them to our own business. 03:57.030 --> 04:02.550 When starting out it will be easier to grow quickly if you focus your attention on one of these platforms. 04:02.580 --> 04:08.480 But there's also modern tools that make it super easy to schedule posts and also to send those posts 04:08.490 --> 04:10.850 and our content to all of these platforms. 04:10.890 --> 04:14.210 At the same time this is your online identity. 04:14.280 --> 04:18.350 The next step is figuring out how you create that content. 04:18.420 --> 04:26.160 The best way to find ideas for content to create is to just serve your audience figure out what problem 04:26.310 --> 04:27.020 do they have. 04:27.180 --> 04:29.040 How do you solve their problem. 04:29.040 --> 04:34.200 This is all about understanding your target audience which we're going to dive deeper into in the next 04:34.200 --> 04:35.610 section of this course. 04:35.610 --> 04:41.340 Consistency is one of the most important parts of your content marketing strategy. 04:41.340 --> 04:43.620 This means posting regularly. 04:43.620 --> 04:48.180 There is no rule whether it should be once a week twice a week every day of the week. 04:48.180 --> 04:55.210 Once a month but be consistent so that your audience learns to expect when you come out with new content. 04:55.260 --> 04:58.610 But there is this balance between quality and quantity. 04:58.620 --> 05:04.360 I would argue that you can't put up high quality content then you need to decrease the amount or the 05:04.690 --> 05:06.070 quantity of it. 05:06.070 --> 05:09.290 My best advice is just to stick with it. 05:09.460 --> 05:14.200 Have a plan to do a weekly podcast for at least one year. 05:14.200 --> 05:19.190 Stick with a YouTube series for at least a few months to see if it catches on. 05:19.270 --> 05:21.980 Write weekly articles and don't stop. 05:22.090 --> 05:27.300 Sometimes just being there for a long time create your own success. 05:27.370 --> 05:30.070 So that's the second step about creating content. 05:30.100 --> 05:37.450 The third step is figuring out how you capture that audience into your world and what this typically 05:37.450 --> 05:45.040 means for a modern business is growing an email list so sending traffic from your content from your 05:45.040 --> 05:52.210 blog articles from your videos from your podcast from even your social media pages to your website to 05:52.270 --> 05:58.990 a landing page to anywhere that has an opt in form where you can capture that person's information. 05:58.990 --> 06:04.510 Email Marketing is still consistently the highest converting way to make a sale. 06:04.510 --> 06:07.330 These are the three steps to growing your fan base. 06:07.330 --> 06:13.090 Once you are growing your loyal fanbase you have the opportunity to actually sell your product to them. 06:13.120 --> 06:20.140 So I break this down into two types of marketing or types of selling a direct sell or more of a soft 06:20.140 --> 06:26.980 so direct marketing in the online world looks like a sales page a sales video a web in our training 06:26.980 --> 06:32.260 where you're selling at the end of that video an email that is pitching your product to them. 06:32.290 --> 06:37.400 The softer form of marketing includes having a blog article that solves that person's need. 06:37.600 --> 06:42.060 But then also provides more answers to them if they want to pay. 06:42.100 --> 06:47.110 Or perhaps it's an e-mail sequence that someone gets when they go to your Web site for the first time 06:47.590 --> 06:53.530 they sign up for your newsletter and you're sending them weekly emails helping them solve the most asked 06:53.530 --> 06:56.830 questions and problems that your target audience needs. 06:57.070 --> 07:02.140 But through that and on those e-mails you're giving them the option to take it to the next level. 07:02.290 --> 07:05.350 So this is all great but where does payed marketing come in. 07:05.380 --> 07:11.890 Because in this course we're going to learn a lot about Facebook Google ads and also retargeting. 07:11.890 --> 07:18.580 So first you have the option of sending traffic directly to your product or service putting an ad up 07:18.580 --> 07:22.400 for your product and just sending them to that web page where you're trying to sell. 07:22.420 --> 07:29.230 That sometimes can work but a lot of times you are sending paid ads to cold traffic people who might 07:29.230 --> 07:33.370 not even be in that awareness stage of the Aida model. 07:33.460 --> 07:39.820 Ideally you're sending as to people who are in that deal that desire step of the model and you can do 07:39.820 --> 07:42.220 this through Facebook retargeting. 07:42.250 --> 07:48.040 This literally means that you can send ads to people who have been on your sales page for people who 07:48.280 --> 07:51.520 have clicked a specific link in an email of yours. 07:51.730 --> 07:58.300 For people who have added your product to their cart but they never completed the checkout retargeting 07:58.300 --> 08:01.740 is super powerful and has a much higher conversion rate. 08:01.900 --> 08:08.710 But instead of actually sending people directly to a product we can also drive people to the beginning 08:08.770 --> 08:09.670 of a funnel. 08:09.670 --> 08:16.880 For example a landing page with an opt in form where there is much less of a barrier to entry to join. 08:16.960 --> 08:18.690 They don't have to actually make a purchase. 08:18.910 --> 08:23.890 And from there we can start to warm up our audience and then do the selling later on. 08:24.100 --> 08:26.980 Now you know more about how the marketing system works. 08:26.980 --> 08:29.640 But what is your goal with all of this. 08:29.650 --> 08:31.000 There's so much. 08:31.000 --> 08:38.620 My goal with my business which might be similar to you is to grow enough organic traffic organic awareness 08:38.710 --> 08:42.520 of my brand so that I'm getting those organic sales. 08:42.670 --> 08:46.470 So I'm not having to always be pitching all the time. 08:46.480 --> 08:52.030 I never consider myself a great sales person but in the modern world that doesn't mean you can't have 08:52.060 --> 08:53.910 a six figure business of your own. 08:54.130 --> 08:58.760 So I use content marketing to drive people to my website and to my business. 08:58.810 --> 09:06.250 I use social media marketing to turn the casual observer into a fan by building trust with people who 09:06.250 --> 09:06.890 follow me. 09:06.970 --> 09:13.300 And lastly I use paid marketing as a lever that I can pull to intelligently boost traffic and sales 09:13.780 --> 09:18.610 by understanding this digital marketing system you have what it takes to succeed. 09:18.820 --> 09:20.470 Now just take dude. 09:20.710 --> 09:21.920 Hopefully this helps you. 09:21.940 --> 09:25.160 Do you have any questions please feel free to leave them in the Q&A. 09:25.340 --> 09:26.920 We will see you in the next lesson's.