How to start marketing from scratch

Introduction

One of the most common reasons why customers don’t buy from you is that they don’t know that you exist.

This includes you as a person, your company, as well as each and every one of your products and services.

If customers don’t know that you exist, they wouldn’t be able to reach out to you if they face a problem or challenge that could be resolved by you.

Unfortunately, this is a very common situation that most businesses face, especially if they’re just starting out.

The solution?

You have to create a watertight marketing strategy as quickly as possible!

How to create a 1-page marketing strategy plan.

The ambition of every marketing strategy is to inform potential customers and to make them understand the following 6 success factors:

  1. They understand that they have a problem.
  2. They understand that their problem can be resolved.
  3. They understand the solution to their problem on a big-picture level.
  4. They know that you exist.
  5. They know that you are able to resolve their problem.
  6. They know how to contact and buy from you.

Content marketing for beginners

The first three factors can be best resolved with content marketing.

By publishing free content in the form of blog articles, social media posts or YouTube videos you can inform potential customers about each and every aspect of a specific problem.

When executed properly, the following will happen.

A potential prospect jumps onto Google or YouTube and searches for a specific problem or a specific solution.

Your article or YouTube video shows up on page one of the search results.

After reading or watching it they have a better understanding that they have a problem, how it works and how it can potentially be fixed.

Sales funnel for beginners

Now, that your potential customers have a much better understanding of what’s going on and what’s possible to resolve their situation it’s time to guide them towards taking action.

Each of your articles and videos should explain that you and your company are able to help customers resolve this specific issue.

When someone reads an article or watches a video on YouTube, the trust is usually low in the beginning.

Your first priority is to build trust as quickly as possible and to collect their contact information.

One of the best ways to achieve both is to create a lead magnet.

This can be a content upgrade that is directly linked to the content of your articles and videos.

For example, you can offer a downloadable checklist as PDF that potential customers can download in exchange for their contact information.

When someone downloads your checklist, you can add them to your newsletter.

I recommend creating an automation sequence of additional emails that further educate potential customers about the problem, solutions and about you and your company.

Most customers require 7-8 touchpoints in order to feel enough confidence to make a purchasing decision.

By sending them a sequence of emails, you can quickly create these touchpoints on autopilot.

Make it as easy as possible for potential customers to buy from you and to get in touch with you.

You will notice that customers who go through your content marketing sales funnel are of much higher quality that cold leads and you have to do far less convincing to convert them into a paying customer.

Branding & positioning

Sometimes you’ll encounter frictions in your sales process that prevent the building of trust.

Often this is due to bad positioning and branding.

Your content marketing efforts might be able to educate potential customers about a problem and solution, but they might not be able to create trust in you and your company.

This is why the right branding and positioning is so important.

It helps customers to understand who you are and why you are uniquely qualified to help them.

Good branding and positioning create a consistent look and feel, across all of your marketing channels.

This includes having a consistent level of quality, a specific design, and a specific language and tone on all of your social media channels and website.

How long does it take for content marketing to take effect

Content marketing is a long-term game.

Most companies will see results between 6 to 12 months.

If you are operating in a very competitive field it might take up to 24 months to take full effect.

How can you fast track your content marketing results

I recommend implementing a hybrid approach when it comes to content marketing.

First, focus on creating high-quality content and setting up a proper sales funnel.

Once you have the process right, focus on boosting your organic reach with outreach and paid advertisement.

That means reaching out to websites who might be interested in linking to one of your articles.

Talking to potential partners who already have an audience who might be interested in buying your product. This could be podcast shows, industry-specific blogs, YouTube channels, social media influencers, etc.

You can also use advertising to promote some of your articles and YouTube videos.

This will get your content in front of potential buyers from day one.

Create an ongoing ad campaign and optimize your sales funnel as you go along.

Once you have optimized every aspect of your sales funnel, your conversion rates will go up.

Continue to tweak everything until your ad budget creates a positive ROI.

Then scale up your ad budget to attract more customers.

As you’re attracting more customers with your ad campaign, you will also boost your organic discoverability at the same time.

You will notice that you don’t have to advertise as much anymore to attract a similar number of prospects just with content marketing.

Although I recommend continuing to use both methods at the same time to protect yourself against any potential future algorithm changes on Google or YouTube.

Conclusion

The more people know about you, your company, your products, and services, the more people want to talk to you, to learn more about you, and then to become a customer.

So make sure that you think about your marketing strategy before you start your business.

Make sure that you have a large enough marketing budget to be able to afford a hybrid marketing strategy.

Let me know in the comments. What is your marketing plan for the new year?

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