t&c meetup #2: the six fundamentals of online marketing strategy
TRANSCRIPT
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6 Fundamentals of Online Marketing Strategy
by Ewa Wysocka & Samuel P.N. Cook
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1. Execution Before STRATEGY.
2. Building The Website Instead Of a FUNNEL.
3. Great Strategy, Poor EXECUTION.
4. Not Knowing Your NUMBERS!
5. Doing SEO instead of CONTENT.
6. Failing To Integrate The PAID TRAFFIC.
7. Running Traffic Without OPTIMISING!
8. Not paying attention to CUSTOMER SERVICE.
8 Most Expensive Online Marketing Mistakes
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1. STRATEGY fundamentals.
2. FUNNEL psychology and mapping.
3. EXECUTION process.
4. Defining your NUMBERS (KPI’s).
5. CONTENT integration.
6. PAID TRAFFIC integration.
7. OPTIMISATION.
8. CUSTOMER SERVICE process set up.
Our 8-Step Digital Marketing Formula
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“If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem
and 5 minutes thinking about solutions.”
Albert Einstein
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⭑ Your PERSONA
⭑ Should you do online marketing at
all?
⭑ Market AWARENESS
⭑ Market SOPHISTICATION
⭑ Your Unique Selling Proposition
(USP)
⭑ Your BRAND STORY
6 Fundamentals of Online Marketing STRATEGY
An ad from 1952 by Marketing Genius David Ogilvy
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Plant-based (vegan) diet catering
Our case study
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1. General (demographic mainly)
2. Goals and Values
3. Lifestyle and Personality Traits
4. Challenges, Fears and Problems
5. Interests and Hobbies
6. Keywords they would search for
7. Objections to the buying
7 Characteristics of Your Buyer Persona
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How to get the info “Do’s and Don’ts!”
Brendon Burchard
⛔ Multiple choice surveys
⛔ Asking your coworkers, friends, or your
MOM!
⛔ Surveying paying clients
➢ Open question survey online (What is your
biggest challenge when it comes to…?)
➢ In-depth one-on-one conversation (sales
calls!)
➢ Cyber stalking :-) Online Forums, Facebook,
etc.
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#1 General⭑ Persona’s nick name: New Age Monika
⭑ Food preferences: plant-based only,
possibly gluten free
⭑ Age: 30 - 40
⭑ Gender: Female
⭑ Marital status: Single
⭑ Location: Warsaw
⭑ Occupation: Freelancer, preferably in creative
niches
⭑ Annual Income: 70 000 - 120 000 PLN
Frank Kern
Brendon BurchardQUOTE: “Vegan is The New Sexy”
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#2 Goals and Values⭑ Goals Directly Related to The Offer:
following plant-based diet that is tasty,
nutritious and diverse,
⭑ Other Relevant Goals: self growth,
traveling, being able to afford her lifestyle,
hanging out with like-minded people
⭑ Values: freedom, creativity, fun, growth
⭑ Dislikes: aggression, boredom, rules and
processes
Frank Kern
Brendon Burchard
QUOTE: “Vegan is The New Sexy”
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#3 Lifestyle and Personality Traits
⭑ Eating habits:breakfast at home, vegan
restaurants and lunch places during the day,
vegan home cooking in the evenings or
eating with friends
⭑ Personality traits (MBTI): intuitive, self-
aware, creative, eloquent, can be selfish and
too individualistic
Frank Kern
Brendon Burchard
QUOTE: “Vegan is The New Sexy”
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#4 Challenges, Fears
⭑ Challenges: vegan diet can be costly
and takes too much time
⭑ Fears: doesn’t want to be labeled
ethical vegan
⭑ Can suffer from: lack of focus, periods
of melancholy and depression
Frank Kern
Brendon Burchard
QUOTE: “Vegan is The New Sexy”
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#5 Interests and hobbies
Frank Kern
Brendon Burchard
QUOTE: “Vegan is The New Sexy”
⭑ Gurus: Joel Fuhrman, Agnieszka Maciąg, Beata
Pawlikowska
⭑ Facebook Pages: /vegemiasto, WiecejWeganskich/,
/otwarteklatki, /veganhearo
⭑ Blogs: OlgaSmile.com, agnieszkamaciag.blog
⭑ Brands: Krowarzywa, BioOrganica, BioPlaneta,
Acaimania
⭑ Movies: Fat,Sick, & Nearly Dead, Forks Over Knives
⭑ Other hobbies: yoga, meditation, spirituality, self
growth, “she is a foodie”, art
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#6 Keywords Monika would use if she was
looking for your kind of services
⭑ ‘vegan catering’, ‘vegan home
delivery’, ‘vegan diet plan’
Frank Kern
Brendon Burchard
QUOTE: “Vegan is The New Sexy”
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#7 Objections and decision making
⭑ Objections that could stop her from buying:
○ “This will not be truly vegan”
○ “I am very particular when it comes to
taste”
○ I actually like to cook by myself
⭑ Role in decision making: makes decisions
for herself
Frank Kern
Brendon Burchard
QUOTE: “Vegan is The New Sexy”
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The number of searches for just ‘vegan diet’ in Poland is not so big and is not showing growth over past year...
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The Facebook targeting potential is also niche in this field...
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What about this Persona?
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#1 General⭑ Persona’s nickname: Healthy Busy Ewa
⭑ Food preferences: healthy but not no
particular diet
⭑ Age: 30 - 40
⭑ Gender: Female
⭑ Marital status: Unmarried but in a stable
relationship
⭑ Location: Warsaw
⭑ Occupation: busy professional
⭑ Annual Income: 60 000 - 400 000 PLN
QUOTE: “HeaLTHy Is Productive”
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#2 Goals and Values
⭑ Personal Goals Directly Related to The
Offer: Improving her productivity, digestion,
beauty, overall health, all while staying busy
and productive.
⭑ Other Relevant Goals: Career, personal
grow, maintaining and growing meaningful
relationships
⭑ Values: Growth, productivity, competence
⭑ Dislikes: Wasting time, confusion, stupidity
QUOTE: “HeaLTHy Is Productive”
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#3 Lifestyle and Personality Traits
⭑ Eating habits: Breakfast at home, lunch on
the go, evening food at home or out with
friends, trying to make healthy choices
⭑ Personality traits (MBTI): Driven, to-the-
point, can be “Bossy” and controlling
QUOTE: “HeaLTHy Is Productive”
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#4 Challenges and Pain Points
⭑ Challenges: No time to prepare good quality
food for herself and her boyfriend; when you
eat out, how do you know the food is healthy?
⭑ Fears: getting unhealthy or fat because of
career choices
⭑ Can suffer from: stress, burnout, bad work-life
balance, unstable weight.
QUOTE: “HeaLTHy Is Productive”
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#5 Interests and hobbies⭑ Gurus: Anna Lewandowska, Kathryn Budig, Marie
Forleo, Kris Carr, TONY Robbins
⭑ Facebook Pages: /portalyogipl, /projektegoistka,
/biegigorskiepl
⭑ Blogs: crazysexydiet, hpba.com,
⭑ Brands: BioPlaneta, RiskMadeInWarsaw,
NewBalance
⭑ Movies: Hungry For Change, Food.Inc
⭑ Other hobbies: sports and traveling: running,
fitness, yoga, scuba diving, traveling, hiking
QUOTE: “HeaLTHy Is Productive”
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#6 Keywords she would use if she was looking for
your kind of services
⭑ ‘box diet’, ‘healthy lunch delivery’,‘diet
catering’, ‘healthy catering’, ‘catering
warszawa’
QUOTE: “HeaLTHy Is Productive”
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#7 Objections and decision making
⭑ Objections that could stop her from
buying: is plant-based really healthy? my
boyfriend will freak out when he hears
“vegan”...
⭑ Role in decision making: makes decisions
for herself or with her significant other
QUOTE: “HeaLTHy Is Productive”
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Are there more Personas?
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Can you have them all?
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DEFINE CORE DESIRE (or PROBLEM!)
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CORE DESIRE
⭑ She wants to be more
healthy without sacrificing
her career or lifestyle
(Self-Esteem)
Frank Kern
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How much she knows today about the way your product satisfies her DESIRE?
What is Your Market Awareness Level?
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4 Levels of Awareness
Level 4 Super AWARE!
Level 3 Aware of your product, but does not want it
Level 2 Knows what she wants, but does not know
you
Level 1 Aware of the PROBLEM only (unrealised
desire)
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The follower base of Polish people who are thinking about healthier way of life is quite big right now
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There are even people in Poland actively searching for diet catering solutions
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How many products have been there before you?
What is Your Market Sophistication Level?
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Looks like the market might be just switching from Sophistication Level 2 to Sophistication
Level 3!
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Google Trends for Healthy Catering in Poland
The interest in healthy food catering is growing and we might witness ‘boom’ in this industry in near future
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Verbalize Your Unique Selling Proposition
⭑ CORE DESIRE: wants to be more healthy
without sacrificing her career and lifestyle
(Self Esteem)
⭑ AWARENESS: she knows what she wants but
does not know you
⭑ SOPHISTICATION: there are few competitors,
you need to show her the better way
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Write YOUR Idea for Unique Selling Proposition of plant-based diet catering service
for Healthy Busy Ewa and send to [email protected] before March 10th
Win semi-vegan :) lunch with Ewa & Sam!
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Tell Your Brand Story⭑ Upgrade Your Story at Each Level of Market Sophistication
○ Emails/Copy (Tell your Story)
○ Design & Font (Be consistent and Thoughtful)
○ Photos (A picture speaks 1,000 words)
○ Online Videos (No Better Way to tell your Story)
○ Earned Media: News Articles, News Stories (PR)
○ Big Branding: TV, Movies, Endorsements, etc.
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Telling Your Story Does NOT Have to
be Expensive
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Plant-based (vegan) diet catering
Our sample case
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Plant-based (vegan) diet catering
Our sample case
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‘Your Funnel Psychology and Mapping’
March 16th, 7pm, Google Campus Warsaw
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Video production & Photography by projecton