Kick things off we're going to condense this entire course into this one lesson.
And by knowing and understanding the principles of basic digital marketing which we're going to cover
here will be on your way to success.
So first let's understand what a basic marketing funnel looks like.
We can talk about a marketing funnel without the ADA model ETAs stands for awareness interest desire
and action and we'll add an R to the end of that Aida R R is for retention because that's so important
to awareness is all about building your brand building your identity using tools like social media so
that people can get to know you.
Means having a content strategy to get people interested in your brand or in a product or service of
yours.
Desire means moving that person from liking what you provide to actually wanting it.
This means creating that personal and emotional connection with your audience so that you're not just
another brand.
They're starting to become loyal followers of yours.
And then for taking action this is different depending on the stage of your customer.
Initially this could just mean subscribing to your YouTube channel taking the action to like your Facebook
page or to join a Facebook group subscribing to your e-mail newsletter.
And for a different person this could mean actually purchasing your product or service.
And then of course we've added our for retention because we know that it's a lot cheaper to retain a
customer who's purchased a product from us then to find a new customer.
The customers who have purchased already are much more likely to buy again.
So how do we build that loyalty through email campaigns through exclusive content on our Web site through
a YouTube series just providing consistent content that people love and engage with.
We can break down the ways that you get attention into two buckets.
Content Marketing and paid marketing.
This means doing things like putting out YouTube videos writing blog articles doing a podcast creating
content that serves your audience.
You can also create content on social media bucket Social Media Marketing underneath content marketing.
Even though it's a little different social media is great for sharing your content that you put on other
platforms but you can even host content on social media.
For example video on Facebook is huge now and then there's paid marketing and there's two ways that
we're going to cover this.
One is through just traditional ads.
So putting up your Google ads or Facebook ad that directs people either to some sort of product or service
of yours or to maybe a landing page or even just a piece of content of yours or even to one of your
social media profiles.
There's also this idea of promoting posts or videos.
It's not necessarily an ad it could be but you could put up any sort of YouTube video.
It could be one of your content marketing videos and you can boost it so that more people see it.
Now you know what a marketing funnel looks like.
You know the different types of marketing.
Now let's dive into the steps to actually growing your audience.
Step one is to create your online identity first.
This means creating a web site your web site is your home base.
It's where you control your story your messaging.
It's where you can sell your products and services.
It's where you can give a lot of free content a way to grow loyal fans.
So you need a web site.
In the modern world your online identity must include social media profiles as well.
We're talking about Facebook Twitter Instagram Pinterest.
These are the places where your potential customers live.
They spend most of their time and that's how we attract them to our own business.
When starting out it will be easier to grow quickly if you focus your attention on one of these platforms.
But there's also modern tools that make it super easy to schedule posts and also to send those posts
and our content to all of these platforms.
At the same time this is your online identity.
The next step is figuring out how you create that content.
The best way to find ideas for content to create is to just serve your audience figure out what problem
do they have.
How do you solve their problem.
This is all about understanding your target audience which we're going to dive deeper into in the next
section of this course.
Consistency is one of the most important parts of your content marketing strategy.
This means posting regularly.
There is no rule whether it should be once a week twice a week every day of the week.
Once a month but be consistent so that your audience learns to expect when you come out with new content.
But there is this balance between quality and quantity.
I would argue that you can't put up high quality content then you need to decrease the amount or the
quantity of it.
My best advice is just to stick with it.
Have a plan to do a weekly podcast for at least one year.
Stick with a YouTube series for at least a few months to see if it catches on.
Write weekly articles and don't stop.
Sometimes just being there for a long time create your own success.
So that's the second step about creating content.
The third step is figuring out how you capture that audience into your world and what this typically
means for a modern business is growing an email list so sending traffic from your content from your
blog articles from your videos from your podcast from even your social media pages to your website to
a landing page to anywhere that has an opt in form where you can capture that person's information.
Email Marketing is still consistently the highest converting way to make a sale.
These are the three steps to growing your fan base.
Once you are growing your loyal fanbase you have the opportunity to actually sell your product to them.
So I break this down into two types of marketing or types of selling a direct sell or more of a soft
so direct marketing in the online world looks like a sales page a sales video a web in our training
where you're selling at the end of that video an email that is pitching your product to them.
The softer form of marketing includes having a blog article that solves that person's need.
But then also provides more answers to them if they want to pay.
Or perhaps it's an e-mail sequence that someone gets when they go to your Web site for the first time
they sign up for your newsletter and you're sending them weekly emails helping them solve the most asked
questions and problems that your target audience needs.
But through that and on those e-mails you're giving them the option to take it to the next level.
So this is all great but where does payed marketing come in.
Because in this course we're going to learn a lot about Facebook Google ads and also retargeting.
So first you have the option of sending traffic directly to your product or service putting an ad up
for your product and just sending them to that web page where you're trying to sell.
That sometimes can work but a lot of times you are sending paid ads to cold traffic people who might
not even be in that awareness stage of the Aida model.
Ideally you're sending as to people who are in that deal that desire step of the model and you can do
this through Facebook retargeting.
This literally means that you can send ads to people who have been on your sales page for people who
have clicked a specific link in an email of yours.
For people who have added your product to their cart but they never completed the checkout retargeting
is super powerful and has a much higher conversion rate.
But instead of actually sending people directly to a product we can also drive people to the beginning
of a funnel.
For example a landing page with an opt in form where there is much less of a barrier to entry to join.
They don't have to actually make a purchase.
And from there we can start to warm up our audience and then do the selling later on.
Now you know more about how the marketing system works.
But what is your goal with all of this.
There's so much.
My goal with my business which might be similar to you is to grow enough organic traffic organic awareness
of my brand so that I'm getting those organic sales.
So I'm not having to always be pitching all the time.
I never consider myself a great sales person but in the modern world that doesn't mean you can't have
a six figure business of your own.
So I use content marketing to drive people to my website and to my business.
I use social media marketing to turn the casual observer into a fan by building trust with people who
follow me.
And lastly I use paid marketing as a lever that I can pull to intelligently boost traffic and sales
by understanding this digital marketing system you have what it takes to succeed.
Now just take dude.
Hopefully this helps you.
Do you have any questions please feel free to leave them in the Q&A.
We will see you in the next lesson's.