Entrepreneurship Simpli ed For
Small Businesses Course
Chapter4: How To Market Your Solution To A Customer
Chapter 4, Takeaway
- The goal of marketing for small businesses is to attract customer attention and generate a sale.
- Your marketing distribution strategy should rely on leveraging paid, free, and relationship
marketing to promote your product where your customer exists.
- Focus on cheaper marketing methods to validate your product, nd buying customers and generate
some sales. Later on, you can always work with professionals to scale your marketing.
- Measure and consider the cost of acquiring a customer into the costs of selling your product
- Points to consider while marketing on social media:
1. Social media is not created for advertising and promotions:
People don’t sign-up for a Facebook or Instagram account because they want to see your product
ads, that what marketers do, not the average person, so don’t expect people to accept or engage with
your Ads right away.
Instead, focus on using social media for engagement with an audience and building social proof
around your brand, besides some advertisin
2. The Context of the platform de nes your content:
When people are sur ng across different social media platforms, they expect a speci c type of
content format, length, and relevancy.
YouTube differs from Facebook and Instagram; you don’t expect to watch the game of thrones on
the Discovery channel.
In the morning, people might be on Facebook gasping, checking other people’s feeds, complaining,
and busy in a conversation mode. Those same people might switch to look for inspiration or
something weird and exciting visually.
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In the afternoon, they might switch to YouTube for longer watching time and learning/entertainment
mode, and at night they might log into LinkedIn for building relationships.
If you are advertising your beautiful earrings on LinkedIn and getting no engagement, it’s not the
mistake of the platform nor your audience, it’s your mistake of not capturing your audience in the
right place with the right state of mind.
3. No one can promise you a return on your social media marketing:
I hate it when I see marketing agencies scam small businesses with their 500% returns on Ads spent,
that makes little sense because Mark Zuckerberg the CEO of Facebook himself, or YouTube doesn't
make any promise that when you advertise on their platforms, you will get a speci c return.
What a marketing agency tells you is only a small portion of the gigantic puzzle, they trick you into
hiring their agency or buying their advertising course, and since most of them take a managing fee
and don’t work based on results.
It makes no difference for them if you want to continue working with them or just leave if you
complain about no sales; they give you the option to up-sell your service and build a complete
marketing system or just leave.
Let me save you some money and tell you what it takes to get a noticeable return on your online
marketing
1. Desirable proven product
2. High product margin
3. Complete marketing/sales funnel
4. Tested and winning offer
5. Tested and winning ads campaign
6. Minimum $2000 of monthly ads spent
- Points to consider while working with in uencers:
What type of in uencers should you look for?
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If you are a small business, you need to look for niche in uencers and not generic in uencers,
in uencers with one million followers and a low engagement rate would not bene t, look for
in uencers with 10K~30K followers, well connected and engaged with their audience.
What is the purpose of working with this in uencer?
– Is she/he an expert, and you want them to do a product review
– Is she/he a celebrity and needs them to do a product promotion
– Is she/he an average person with a large following and wants them to shout out and share your
product?
Who is going to prepare the media les?
– Are you going to provide him/her with images and your promotion copy
– Is he going to take the picture on his/her own? Who handles the cost of production?
How do they work?
– Are you going to offer a free product for a post
– Are you going to offer a pay-per-post
– Are you going to offer commission-based coupons?
What are you offering to her/his audience?
– 25% OFF specia
– Free shippin
– Buy 1 get
– Special free report/recipe/audioboo
Chapter 4, Assignment:
For this assignment, you are going to reverse engineer your customer buying mindset and create a
simple marketing plan.
- Step1. Imagine that you are the customer of your product. What are the different methods that you
might search for your product, service, or store?
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- Step2. What are the marketing channels and assets, such as social media and website, you need to
inspect to have a clear idea about a speci c brand?
- Step3. What type of content, information, and brand image do you need to see to trust the brand
and make a buying decision?
- Step4. Can you take the same principles and come up with a small marketing plan for your small
business?
Your marketing plan needs to include:
- Marketing channels where your customers exist
- Marketing content or materials, be it organic, paid, and relationship marketing
Don't worry about the technical stuff, you will get a detailed look at marketing and distribution in
the Bonus2: Developing your marketing distribution and funnels video.
For now, let's keep it simple and as always, take your time, don't rush it
See you in the next video
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