Marketing Strategy: your five next moves

I want to start this article with something different, not really marketing-related, but something that can give you the energy to start your marketing journey and a clear indication of what's really important to becoming the person you want to be.

« You don't become confident by shouting affirmations in the mirror, but by having a stack of undeniable proof that you are who you say you are. Confidence without competence is delusion. Give yourself so much goddamn proof that you are the version of yourself want to be, and you'll become them. Outwork your self doubt. » Alex Hormozi

Let’s jump to the core of this blog post.

Every accomplishment in this life is related to a strategy, the plan that you made and the path you follow to end up where you are today. I mean, even if you are loser, somehow you planned your life as a loser, by doing the things you’re not supposed to do, or choosing comfort over achievement. I’m not blaming or judging anyone, everyone is free to take the path they want, I just want to get to the point that everything that happens to you is based on a plan that you made, and that’s why you have to take the entire responsibility for it.

Marketing is not different from the reality. The right strategy leads to the right result, and the wrong strategy leads to bankruptcy or blaming the market. Because yes, that’s what’s most people do. It’s easy to blame others or things we have no control over.

That’s why today, I want to share with the right and unique strategy that you have the develop and follow if you want to get the right result. Listen, what I’m about to share with you is only 20% to 30% of the real stuff, because the real work is when you start implementing it, remember “Knowledge is inoperative without action.”

The Five Next Moves

1-Plan & vision

This first part is more about asking yourself the right questions, and answering them as clearly and in as much detail as possible. It’s might start with: what I want to do? What kind of business do I want to run? What I want to create? What is the impact, the touch I want to add?

Then you can go more deeper by using Why! Why I’m selling this? Why I want this people buy or consume my stuff? Be honest with yourself, don’t try to create a fancy story just to look cool.

This process can take hours of thinking and brainstorming, but it’s really important and a must do. At the end of this process, you should end up with a clear vision of your business, and the right destination that you want reach.

If you don't know the destination, how would you know if you are taking the right road!

2-The offer

The offer is what are you selling, What do you want to offer to the/your audience!

Think about it like a solution or a problem solving that you’re offering to the market. So now you understand, Before you make your offer, identify the problem you want to solve or the opportunity you want to create for the people who are going to trust you.

Then, you can start to create your offer based on the data you have, which means you'll create a detailed process for turning problems into solutions.

Let’s take an example: I’m in fitness industry and I feel that I have the assets and the knowledge to help people to get in shape, but the market is over crowed by guys doing the same stuff, selling coaching services, programs, … But something came to my mind. Last week, at a family dinner, I heard my cousin’s wife complaining about the fact that after giving birth, she didn't feel fit anymore and couldn't do sports like she used to, and that she didn't know how to do it or how to get the feel and look she wanted!

This is the kind of problem that we are looking for!

Now, how to reframe it to an offer. First, what we can offer to her! Let’s write all the services and products that we can provide:

1- Fitness program: could be a pdf of 2 pages with all the exercises, and one zoom call to explain all the details and answer her questions.

2- personal coaching: First, I wanted to go for personal coaching at home, but I noticed that people and especially women that I target like to be accompanied, so I decided to switch to an 8-person training session on Zoom.

3- meal plan: a 6-page pdf containing all the meals she should eat and what she must avoid.

Ps: you can use chat gpt to help you on this.

That’s enough for this this example, but when you do yours, you can go deeper and bring more ideas to the table.

Now, here is my offer: Fitness program for new mothers. Or I can go on something more creative like: Bouncing Back with MommyFit! Or Energize Your Motherhood Journey!

3-Lead generation

For me this is the most important part, cause if you don’t have leads you simply don’t have a business, but the good thing is, if you double or triple your leads, you double or triple your business.

Now you have to be more specific to who you want to sell your business. By defining your real tarting, you will define your lead generation strategy.

There are many ways to get leads: you can use inbound marketing, but creating free content on social media and being consistent till you get an audience which you can convert to costumer. Or you can go for outbound marketing using paid media, cold calling or cold emailing. And of course you can use both of them.

Let’s get back to our previous example to understand how to implement a lead generation strategy.

As we said, first we should know who we are targeting, in our case it’s new moms so they should be between 24 to 38 yo, most of them are using more Instagram, they also may be interested in baby stuff, (I said baby stuff cause I don’t really know what baby stuff is).

In this case, the ideal strategy is to opt for paid ads on Instagram, also with content, and reinforce my personal brand with free content, showing my expertise and knowledge.

You can see that in this case we are using both inbound and outbound marketing. Outbound for court-terms strategy and immediate sell and the inbound for the long terms strategy and for the personal brand.

Now, that the targeting is done, you should start preparing the content strategy: the type of content you’ll use for paid ads and the one you’ll create for organic. You also need to be precise about how much content you need to publish per day or per week.

4-Sales Pipeline

It's all about how you convert your Leeds into customers. You may know that many of the people who will interact with your business are simply curious to know more about your offer, so how are you going to go about converting them into customers and then into clients. What's your strategy in the first month, in three months, in six months.

Where will you receive your customers? how will you contact them and when? How will you manage them? Which CRM will you use?

You must have a clear detailed answer to all this questions before to start running any ads.

As I said at the beginning, your strategy and consistency will determine whether your business succeeds or fails. You have the total responsibility.

5-Metrics

First, let’s be clear, your goal and your metrics are not the same thing. So don’t set up metrics like: sell more than 10 programs.

Metrics should be measurable, a clear data that helps you to define the quality of your marketing and your message and also to get ready for the next iteration.

Because I’m generous person, I’ll share with some metrics that you can use to measure the quality of your business or message, the quality of your leads, and how you can improve your results, to get more qualified leads with less budget.

Lead Scoring or lead qualification rate: Maybe you’ll find other nomination for this metric, but I like to use one of them. This KPI helps determine the quality of your leads. For me a good score should be above 50%, but this can change depending on the business. A poor score means that you're not targeting the right community or that your message isn't relevant.

CAC: Total Marketing Spend / Total closed deal: how much you spend for one deal

Number and $ value of Opportunities (Hot leads): This metric focuses on how many sales-qualified leads become an opportunity, or how many prospects are likely buy. We Keep track of how much money we would make if we closed every opportunity.

Marketing cash flow: Campaign cash flow vs. marketing expenditure

Video Hook/ Hold rate/ average play: Only for video advertising, and it determine the quality of the video ad, and which one or type is performing better

If you use e-mail marketing, you'll need these too:

Open rate: The percentage of email recipients who open the email Subscribe rate: Number of people subscribed to email address

Of course there are others indicators that you can use to evaluate your business, feel free to check some books or websites to discover more.

And if you'd like to see examples of how to use this KPI, just let me know.

In every business or activity, there are lots of things we don't want to do. We're in a hurry to get results, so we skip the important steps, which are often the most tiring.

You may be able to get some results without using all these processes, but you’ll never finish the run.

Be perspicuous and be precise.