Читать книгу The Entrepreneur's Guide To Modern Marketing - Justin Theng - Страница 5

Question time. What are you trying to achieve by reading this book? Chances are it is some variation of “improve marketing, make more money.” More importantly, we want to deploy marketing that is actually profitable.

What does marketing success look like for you?

For most people, marketing success is removing the guesswork out of their marketing and streamlining it so that it’s effective, efficient, and produces an ROI. It’s where every dollar that you put in gives you $2, $3, $4 dollars back because it’s generating and producing sales and conversions. That could be your definition of marketing success.

Some businesses may already have a level of marketing success and they’re looking to scale up. They need to leverage technology, scale up and streamline what’s already producing money. They need to strip away all of the things that are just eating away at their profit.

See the pattern with profit?

In the model below, you’ll see “profitable marketing” right in the middle, where it should be.

So our target here is profitable marketing, and to achieve this we have three pillars around it:

1 Map - You have to have a plan in place so you would know what to create. This is a schematic that you’re going to follow to measure success and to know where you’re going. In fact, all the people out there you want to talk to about your business won’t know how or where to find you. More on that later.

2 Message - This is the part of your marketing that is specifically tailored to the audience that you speak to. It touches on the problems you solve and the solutions you deliver. It’s the communication you put out there that gets random strangers to give you their details, so you can continue the conversation. You don’t have to try to be everything to everyone. If you do, you’ll miss the opportunity to be someone special to anyone.

3 Method - This is what most people think of when they think of marketing. It includes the marketing funnels, the technology, the platforms, the social media and the techniques.

Why are these so important? Well, without a map, there will be no traffic to your website. Without a method in place, then you have no leads. Without a clear and unique message, there will be no sales.

Still with me?

Now look closely at the overlaps between the map, message and method circles. It looks like a three-leaf clover. It’s not a four-leaf clover because luck has nothing to do with it. When you map out your marketing strategy, and apply the right marketing messages the result is effectiveness. Take compelling messages and apply it to the right marketing methods and you get more leads. Take the methods and map it to delighting customers and you increase your money.

These three parts work together in a continuous cycle to build your marketing profitability.