Marketing and Sales 101 | David Ritchie | Skillshare

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Marketing and Sales 101

teacher avatar David Ritchie, Online Teacher

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

15 Lessons (50m)
    • 1. Introduction

    • 2. What is marketing?

    • 3. Product

    • 4. Price

    • 5. Place

    • 6. Promotion

    • 7. Market Research

    • 8. Market Segmentation

    • 9. Marketing Approaches

    • 10. Traditional Marketing

    • 11. Digital Marketing

    • 12. Lead Generation and Sales Funnels

    • 13. Campaign Strategy

    • 14. Useful websites and online tools

    • 15. Conclusion

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About This Class

In this business course, we'll dive into the world of marketing and sales by exploring the following:

  • What makes a great product/service?
  • How to price it?
  • Where to sell it?
  • How to promote it through traditional and digital channels.
  • We'll learn from the past and look towards the future by implementing digital strategies and designing marketing funnels that will see your endeavours grow!

Who is this course for?

  • Freelancers looking to expand their business reach
  • Individuals looking to grow and expand their organisation's reach

Meet Your Teacher

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David Ritchie

Online Teacher


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1. Introduction: You've got a product the world needs, or you've got a service that benefits people's lives, or you've got an idea that you believe will have an impact. Now, how do you sell that and do new cell it too? Well then you're watching the right course. This is marketing and sales 101. Without it, businesses would cease to exist. And not only can good marketing, how organizations, but individuals and freelancers looking to improve their ability to provide the world of what they're good at and be financially rewarded for doing so, people did not buy goods and services by emulations, stories, and magically. This course we will into the four P's of marketing, various kinds of marketing approaches. How to conduct your market research on traditional marketing, digital marketing, developing your lead generation sales funnels, how to strategize your campaigns by using useful marketing website tools. By the end of all these chapters, you'll be able to approach the business world, new perceptions on how to make you endeavor grow, how to make it thrive. Not just survive. Grab a seat in your den, grew up your pens. Let's learn marketing and sales. 2. What is marketing?: What is marketing and why is it important? Before we understand what marketing is, let's ask ourselves, what is the market? Market is a gathering of people where sellers and buyers meet to exchange a particular set of goods or services. Marketing is the activity process for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. How can people by offering without them even knowing about it? And this is why it's so important to have an effective marketing strategy and campaign in place before you approach the public to create awareness, interest, desire, and action towards your event, product, service, book, film, restaurant app. You name it. Your key offering to the world around you. Marketers need to define the target audience by determining which groups of customers are most likely to purchase their product. This can include the age, demographic, buying patterns, location, once needs and other interests. The rural farmer is most likely not going to buy your newly developed DJ decks, but they'll definitely consider a new smartphone operated irrigation system. So try and brainstorm your ideal product, your customer. This is called a product market fit. This will most often require market research and segmentation, which we'll discuss in later this course. A great product plus effective promotion plus the right place creates value for your audience. But price of this value, businesses, the price at which your position, your offering is determined by the supply and demand within the geographical area you're operating. This can also be affected by your competition. You're operating costs and any other rules and regulations imposed by the government. Businesses have two functions, innovating and marketing. With great marketing in place, a business can increase their demand for a product by attracting new customers. As a result, prices can increase and businesses can yield more profits that use, they can use further to innovate and improve the world around it. Let's look at some successful marketing campaigns that built some famous brands that we know today. Nike Just Do It. The company introduced this in 1988 and is still being used today. This was there, this was instrumental in the 10Ks growth over the next ten years, evolving into a household name. Three simple words put together evoke the audience to strive through their determination for excellence, proving that success, always sell it applied to all people, not just elite athletes. I don't want to go running, just do it. I don't want to lift weights today, just do it. The Swoosh logo became a statement coming out of the recession by partnering with famous athletes, the company has become arguably the largest footwear and athletic brand in sports today because of these three words, from fitness and sports burning calories. Let's look at the calories. People eating McDonalds. I'm loving it. Here's an example of how three more simple words help lift the company out of desperate, stagnant branding in 2002 of the multinational franchise. Whereas a seven year low and stop running, the company challenged 14 ad agencies to come up with a campaign that would resonate in several languages and liberties was born. And this translates to, I'm loving it in Germany at a catchy jingle produced by a pop star, Justin Timberlake. And you've got a recipe for an emotional hook. Customers can remember whenever they stroke the things called Coca-Cola, Open Happiness. In 2009, Coca-Cola launched a successful campaign across the United States, built on it towards the South African in 2010, people cut. Throughout its history, Coca-Cola has always tried to express refreshingly positive view of the world. Open happiness builds on that heritage, recognizing that even with the difficulties and stress of modern-day life, there are still opportunities every day to find a moment to recognize simple pleasures. Can of Coke being one of them. These are three examples of large conglomerate, conglomerate which use marketing campaign that shaped them to be, as you know today. There are simple yet effective, and your campaigns should be two good marketing mix. The company looks smart, great marketing makes customers. It's meeting your customers needs with your company's mission. Allocate time to brainstorm your organization's voice in the minds of your ideal customers. Next chapter, Let's dive into the four P's of marketing. 3. Product: The first P, product at the heart of every business is your product a physical good or service defined by its beaches, design size, package, service types, return policies and warranties that meet your customer's needs. Ask yourself, how does my product benefit my customer? That should be your focus. Products are laid with benefits and as a marketer, you need to be able to clearly communicate this to your bias. Let's look at the various levels of your product. The core is your core product. This is the primary benefit to the customer. How will it function in the day to day life? In the second layer is the generic product, the basic functional benefits. Third layer is the expected product, which includes your additional desirable benefits. On the fourth layer is your augmented product. Extra benefits and features like warranties, service plans, delivery, financing, or packaging. And then the fifth and final layer is your potential product, how it can be improved in the future, and how it is innervated upon. Package your product with these layers in mind to increase the overall value perception of your key offering. Product positioning. In business, they will always be competition, which is great because it incentivizes innovation for better products or people. But how do you differ from the crowd and make your brand's product that most special. Let's examine some strategies in which you can position your product on a product positioning map. On the y-axis, we have the quality of the product and on the x-axis we have the price. These four strategies can influence where your product ends up. The map. Value positioning, this is being able to provide the best value for money option. Quality positioning is based on perceived quality in relation to other competing goods. Demographic positioning is appealing to a specific population segment. And competitive positioning is comparing your product to your competitors and placing it similarly or differently. The gap in the market is over here, where prices are relatively high but not quality dependent. This is what businesses look for. How long will it last? Let's look at product life cycle. The fidget spinner did not last forever and so weren't your products. Importantly, IT businesses need to manage each stage of the product's lifespan in order to maximize profits. Sometimes you'll need to have several product offerings to keep revenues coming in. There are six stages to your product's lifecycle. First is your launch. This is way you launch your campaigns for the product. Don't expect anything to be earned as much yet. Then your product heads into introductions. This is where the market takes time to accept a new product. Where growth, sales increase and costs per customer decreases. Saturation, this is where your sales peak and CPC are at its lowest. Profits are high in competition is intense, then there's the decline where profits ball your CPC is low. Marketing spending should be load too. Then there's withdrawal. Web businesses introduce new products. Six months is the length of time a product can be called new. Capitalize on the early days. You can always extend the feeling of its freshness by reviving the product with new branding, packaging, or pricing into new markets. To work. Throughout the product life cycle. Life cycle it will be picked up by different types of customers. First, innovators will buy it and the early adopters will by then the early majority, late majority, and then finally, lags. Now that you have an idea of how you compile your overall product, let's examine how you should go about pricing it. So that itself effectively. 4. Price: Price is what you pay, value is what you get. I mentioned earlier in our course, price is crucial to generating revenue for your business while product promotion and place yield the costs, tweaking prices will result in changing your returns. If a consumer thinks your product has high value, there will be prepared to pay a high price for it, and vice versa. If they think it's low quality, they will look if your competitors. Let's understand some basic economic principles that will determine your best pricing position. In any given market, there is a supply of a particular product price. Why would you be customer with quantity x of this product? Demand is also depicted in this graph of the curve to the lower the price, the higher the quality, quantity of the product the buyer wanted to purchase. Where these lines cross is your pricing equilibrium where the desires of buyers and sellers agree on the price. Price is never fixed and many variables can cause demand codes to shift, such as tastes and preferences of consumers changing the income of people increasing or decreasing for changes in prices of the related goods. The number of consumers in the market. Consumers expectations with the future regarding the prices. Expenditure on advertising and marketing. Supply curves can be affected by the cost of production, natural conditions, technology, transport conditions, government policies, prices of related goods. Deciding on product price. You've compiled your product and need to work on. Well, let's look at how you decide on that. We're going to work on the marginal product, which means our total quantity of your business producers were already going to be looking at one product. Your marginal cost is all of your fixed costs plus your variable costs divided by the quantity sold. Fixed costs are those that the business has to pay regardless of sales and volume, such as office rent and payloads. Variable costs are related to the amount of produced by the business, such as electricity and deliveries markup. Now this is the percentage of which you increase the price of your product relative to the cost price, your revenue is equal to your selling price divided by the quantity. Your marginal revenue is equal to the selling price of the product divided by the quantity that you're selling. The marginal profit is equal to your marginal revenue minus marginal cost. So you're going to have to do some quick maths and figure out what pricing strategies will be best for your product. You have to make enough to cover your costs as well as additional profits to pay for any labor or expansions of your business. So look at the marginal product and work from there, and then look at growing your business so that economies of scale can take over. And as time goes on, price that the costs it to produce your product will decrease your business eventually. Here are some pricing strategies that you can implement. Skimming by launching a low quality product with a high price in the short-term, you can then start decreasing the price as competitors into the market to maintain a competitive edge. Psychological pricing, this is where you persuade a customer to purchase upon the desire for prestige or luxury. Bundled pricing, this is where you offer several products for an overall price, which proves better value and selling each product separately. Geographic pricing, this is where you charge different prices in different locations according to your customers income brackets. Now that you have an understanding of pricing, I hope this enlightens your understanding of those shopping specials you see in the mall or online. They are assembled techniques that are used to get you to spend your money. The truth has been unveiled. Use these techniques fairly and responsibility. Responsibility. At the end of the day, it's about creating businesses that benefit the wall that Roger, rob people their hard-earned money. Now that you've learnt what and how to solve, let's look at where you price your product with the place. 5. Place: Knowing where customers shop, where a product is sold, and how how fish liquids can be delivered to the consumer is referred to as place. In today's globalized and digitized business world, it's easier than ever to discover new products through all of the sales channel outlets available. Let's look at the four main tenants. Number one, selling directly to consumers. This is solved directly from the producer to the consumer. And this can be done through mail catalogs, almost popular in, popular in own e-commerce, selling through retailers. This is where goods are sent to retail outlets with markup is added. Computer store will sell a keyboard produced by company X at a mock-up, selling through a wholesaler. The outlet that distributes to the retailers, will salad. They're selling through agents, individuals that I've taken the sales cycle then sell to wholesalers and retailers. Now the benefits of each, the benefits of selling through intermediaries on you have access to a wider market. Distant places lowers the distribution costs since they will pay foot. Relationship can benefit the supplier by providing heat inside on the customers. The disadvantages are that there is no direct interaction with your customers. Bottleneck link deliveries that kind of removes control of how products are presented. By a wise man once said that it's all about location, location, location. So think like you're a customer. You provide ice creams of hot beaches. Probably your best bet. If you saw caused then your store funds should be in an urban environment with many roads around. We'll look at digital marketing later, but for now, brainstorm your physical store experience and emotions. Do you want your customer leaving? This will certainly attract more customers if it is a memorable. How do you attract new customers? Well, let's have a look at that in our next chapter. Promotion. 6. Promotion: Promotion generates interest towards it's an expensive component of the marketing mix, but nothing is more important than communicating to customers and influential people will lift your brand out of the ashes of failure and into the skies of success. Businesses have two types of mass, prospective clients and existing. It's all about growing your prospects. You mean the existing one satisfied. Here are some classic methods. Which mode you're offering. Word of mouth. Nothing beats a good reputation spread through word of mouth, through your costs. Hey, do you know a reliable baba? Yeah, Duane down the street can give you a real fresh cut. Reputation takes years to build, but it can be destroyed. God. Personal selling and network. Going door to door or networking at conferences and events gets your offering and publics. Present your pitch with a smile and let that sea of your ideas spread until they're blooming. Cold calling to pitch, catch up or inquire can be incredibly offended as well. The only challenges gathering contact, detailed perspective. This will happen over time. The morning, the media relations with journalists, magazines, radio stations, TV channels, newspapers, billboards, Wilson placement. Get to know the players and the meanings by becoming the talk of the town, you will soon get noticed. And soon people want to work. Direct mail. This is good old snail mail, paper-based flyers and paper don't dissipate out online information. Screens. They remain off tablets, costs, seats, wallets. Gathering attention. Digital advertising. The online world is abundant. Scanning across the screen, which is the perfect place for you to situate you. They can appear if I'm in search engine results, social media science, and indirectly on web pages, you can specify the target audience of your iPads, increased odds of successful conversion. We will look at this more detail later. Email marketing. This is where you select a database of current or prospective clients, which can be tremendously helped. Send newsletters updating business achievements. You can ask for feedback on your services. You can promote new offerings at developed right there. I hope these methods have been inspired some ideas you to go and execute. Remember business is about establishing relations, nurturing. Don't force it and treat your customers with k confidence, spec, asking them what they think is also important. Now, let's move on to the next chapter where we're going to chat a bit more about that. 7. Market Research: Is your product idea a viable line? This is the purpose of conducting research directly with potential customers. It sits, it assists in identifying your target market and ascertaining how audiences will receive it. How much demand is there? A business can perform this research in-house or a point an agency to conduct. So the methods of research include the following. Face-to-face interviews, phone calls, and calls one person. Online surveys with Google forms or survey monkey or some useful tools for you to gather data from your ordinances. Product testing. This is where you hand out samples or gathering feedback in clients who have already purchased your product or service and can provide you some key insight to improving. Now there are two primary kinds of research. Quantitative, which is gathering a broad view of many people that focused on gathering numerical data to produce, to produce patterns, averages, predictions, casual relationships, and generalize this to the broader public. This that they focus on. What? Qualitative research focuses on smaller groups, such as group discussions and focusing on an in-depth understanding of social phenomenon which occur in their natural settings. This focuses on the y. And since we are human and we are meaning making machines, like to me, focus. Why qualitative? The ultimate goal of research is to assist in deciding on how to refine your offerings so that you know what you're selling, wool work, and truly customer, customers, day-to-day life. Research plus intuition equals your decision. But how do you decide who to sell to? Well, let's look at that in our next chapter. Market segmentation. 8. Market Segmentation: Now that you've conducted some research into the market to offer to the customers that you'll be dealing with. Let's find a way to identify distinct groups with similar desires and habits. These are referred to as segment's. Every person has a different age bracket. I have self-reference, location, family structure, household income, or job role position. Different generations through the decades have also developed a varying moral framework for what they value. Let's dive into that for a second. Boomers, they hold customer service above all the factors. I'm most likely to abandoned purchases based on the customer service into the unlikely to test new products or US family referrals and their decision-making and they maintain brand loyalty. They prefer in-store shopping rather than online. It will use social media as an entry product, entry point to a product or brand research. They prefer simplicity and easy to understand. Generation X. They prefer honest and clear marketing messages and paths to purchase. They're most likely to conduct online research at home and shop in person. Most influenced by email marketing, campaigns prefer unique, high-quality. Customer service is the most important driver of royalty incentivized by discounts, reviews, coupons, and they don't, do not really care about brand engage. Millennials are the largest group and the workforce, like me. They do not like traditional ads. They prefer user-generated content, social selling, word of mouth. They're suspicious of being sold online to buy brands and the preferred companies that support them. Without a very price conscious that seeks the best value during motivated by brand engagement, especially generate Gen Z, have never known life with in this trust. Branding and advertising and the preferred testimonials, influencer content. Seeing real people in real situations dislike as MATLAB, perfect, they prefer brands and contribution to a social and economic cause most likely to shop on smartphones. Five other important segments we can further examine are the following. In market segmentation, that's socio graphic, how people relate to particular groups. Psychographic, which focused on interests, values and opinions on the West. Taking a charitable Geographic, we examine where product is launched, that it can be made relevant to the specific environment. And then demographic looked at income, nationality, family size, ethnic background, patient, religion, behavior, brand loyalty, purchasing regularity, and their expenditure. People are all inherently different. So you'll need to strategize how you communicate to different audiences in order to connect. Because let's have a closer look at that in our next chapter, marketing approaches. 9. Marketing Approaches: Marketing approaches. Once you've researched your market and find your target audience, it's time to decide on how one should approach perspective customers. Now there are two primary manners in which you can reach out to your customer basis. Niche marketing is where a specific product with low volume but high prices, a tailored towards a specific group of people. Mass marketing tends to use heavy promotion in order to achieve high volume sales to a wider some additional approaches on following engagement marketing, which involves customers directly in the development of the brand. By providing interesting content, businesses enticed visitors to stay and engage through events, social media, word of mouth, and sale. Sensory marketing uses your five senses, sight, smell, touch, and taste to provide a new perception and emotional cognitive experience. Relationship marketing strategically develops trust and long-term association with customers by directing their efforts to customers, internal staff. Third, customers, suppliers and other influences in the bond. We can further compare the direction of intent. From a marketer's perspective. Outbound marketing, also called interruption marketing, involves businesses pushing a message to consumers and relies on high impact messaging to create familiarity through repetition. Inbound marketing, also called Mission marketing. Customers, I'm offering appealing content and engaging with them. This approach pulls customers into a relationship with Wyoming, pushing them to making purchase. Thanks to the rise of social media and digital advertising, it is relatively easy to find potential customers based on their preference. But before that, let's look at more traditional methods of marketing. 10. Traditional Marketing: We touched on some traditional marketing approaches in Chapter five. But let's dive further. Before everyone was adding products to the cart online and having their attention caught by ads. Marketers relied on other forms. Events, sports parades, festivals, conferences and parties. I fantastic way to get your brand noticed by many people in buildings, brand identity and the community. Television has the ability to distribute high-impact messages to local ordinances, but can be expensive and us skip when watching. Face-to-face networking can have a meaningful resonant impacted who you are into. What takes a lot of individual, timed, individual, individual telemarketing. That's when you get a spreadsheet and go through a whole list by calling people one-by-one, you'll be amazed by the amount of people who can speak to in one day. Markdown which leads a cold, which one's heart went to call them back and establish meaningful relationships. Both direct mail, this is where you can target specific markets cost-effectively. However, people might throw it away. Rubbish bin if it just looks like talk. Radio at different stations will have different audiences. Know who you looking for. Giving out samples like free gifts and promotional material has been powered to build brand trust. Brochures and flyers are another great way to circulate your key person. Newspapers and magazines are also another great route. Readers to stumble upon you that billboards can reach a high amount of people. They were placed in one location. But there's always heavy competition and regulation that you will have to be wary off. At the end of the day, it's about creating visibility and awareness of your breath. Now that you have somewhat of an idea of various traditional forms of marketing advertising, let's look at the digital world where the invention of the Internet and smartphone has had an amazing ability to distribute your marketing campaigns to more people. You can ever imagine. 11. Digital Marketing: Digital marketing. By using the internet, marketers can connect with current and potential customers to build brand recognition, collect data, and encourage word of mouth recommendations. Inbound marketing costs 62% less per lead in traditional outbound lot. Companies that blog get 55% more web traffic. 50% of the acquired a customer through their accompany block. 78% of Internet users conduct product research. Online. Internet isn't a waste IS of information, but let's try and simplify what you release. Note, these are some key methods of digital marked search engine optimization. How your brand and the website will rank in the Google search engine will make a big difference on how many visitors you received on your site. Content indexing, which is adding alternative text for images and text transcripts for video and audio content allows search engines to read what your site content is. More good link structure, the way you format links, URLs and sitemaps can make them more accessible for side colors like Google keywords and keyword targeting in your headers is best practice and will help prospective customers stumbled upon your site easily. Pay-per-click refers to paid actor, adverts and promoted search engine results. This is a short-term form of digital marked, meaning that once you are no longer paying, that no longer exist. Google AdWords is a great method on posting. On science. The ones you see at the top and sides of the websites. In social media marketing, we're all familiar with social media, but marketing through it is a continuous process in which campaigns needs to be consistent across platforms. Marketers need to also pay attention to the analytics in order to gauge the performance of the post and replicate the results of the campaign are doing well. Content marketing. By using storytelling and information sharing, you can increase brand awareness and have your audience to take action towards becoming a customer. These can be resources like blog posts, e-books, videos, podcasts, how-to guides, images, infographics, testimonials, reviews, case studies, means email newsletters, newsjacking. All of these help assist building brand trust. Another method is email marketing. By communicating through email, businesses can monitor and stay in touch with prospects. Some key metrics are the open rate, what percentage of the males opened? The click-through rate? What percentage of the links within the males are clipped? Try to create a sense of urgency with specials or once or specials. Also try to personalize the male with your customer's name, let the customer select half. And they would also, in the promotion is no one likes being bugged by unnecessary span. Mobile marketing. There are almost 4 billion smartphones are up in the world. 70% of media is consumed on smartphone. Forty-five percent of all shopping involves a mobile smartphone in some way. It's highly recommended that you implement digital advertising into your campaigns to reach this resource. Affiliate marketing. This is a advertising model in which a company compensates a third party publisher to generate traffic or leads to the company's products and services. Third-party publishers are affiliates and the commission fee incentivizes them to find ways to promote comfortable. The amazing thing about online advertising is marketers can choose the time, location, audience they wish to advertise to. However, they need to ensure that their campaigns are effective. By analyzing the right data. Data is the new goal. So let's look at some metrics that will help your marketing analytics. The total site visitors, you need to look at which percentage of that are returning to the page, the average time there on the page, the amount of traffic they're referring to, the page views per session, the content downloads, and what percentage of visitors go to leads of the leads that are generated. You need to find out what the percentage of the people that saw the ad and perform the ideal action I detected, then the bounce rate. This is the amount of people that leave the site rather than entered the response rate. This is where the amount of people that saw the atom respondent. Now you also need to take note of the costs are visitor or lead conversion per action per customer acquisition. Then there is the brand awareness, where you can look at the ratio of the lifetime value of a customer versus the cost of acquisition of that customer. And also the click-through rate, as well as the overall return on your marketing expenditure. Now you can get lost with all of these numbers and trying to figure out what the dot is. But you really need to just focus on what you think is important. And I focus on that. Take it one step at a time and find out what your priorities are in how you measure your business. We will look at this later in honest chapter. You'll need to experiment on which campaigns were well and continue to deliver great service impaired your customers. Let's look at how to structure your marketing funnel to guide people from being lead to an advocate of your business. 12. Lead Generation and Sales Funnels: Lead generation and marketing funnels leads turn into prospects which turns into paying customers. They are the lifeline of the business. The more you have an attract, the greatest your chances of success. Understanding your prospects journey from brand awareness to product purchase would put you in control of your business. One book that I can really recommend is satellite crazy by sobre Xubi. This book gives you a complete step-by-step blueprint of the most powerful sales and marketing systems are deployed in the industry. It will help you identify your dream buyer and how to make world-class Facebook, Google AdWords to attract them. One of the unique distributions of people in any marketing, in any market in the book mentions that 60% of people are not even aware of the problem that affected. 20 per cent are aware of this unique problem they face. 17% are still researching on how to best solve it, and three per cent are ready to buy the solution. Now, now let's flip this around and see how we can design a funnel using them. Ada concept, attention, interest, desire, action, awareness, unique needs to create awareness through blogs, social media posts, and add It's out of 1000 visitors. Some will look into further research which will in turn generate interest. This is where the prospect becomes increasingly curious as to solution. You're providing for their problem. This is where they now start to consider in consideration. Now your prospect is diving into research with reviews, testimonials, and analyzing the competition to see who's offering the best position. Their desire is growing significantly, insignificant. Then they eventually get to conversion. If you're lucky, they'll go with you. Congratulations, You've got a pink customer. Now it's about the activation purchase process, time to onboard them and provide a unique experience for them to feel like an exclusive via. This would be signing them up on your database given product, making them an active customer. Then eventually, they turn later into the end of the final stage, which is loyalty and advocacy. The endgame is for your customers to speak to their friends and family so that you can grow your web or reach and grow your business further by having an effective marketing funnel in place, your business can identify which stage customer is on a journey map. You can act accordingly, a powerful and useful to tool to always be aware. I've attached a document in this course which will help you with your marketing funnel. Now let's move on to our final learning chapter, how to strategize your marketing campaign. 13. Campaign Strategy: Having a successful marketing campaign can really change your business around. Like we explored and gave examples in our first lesson. So let's look at the following steps that will help get your systems up and running. Number one is to define the purpose of your campaign. What would you like to campaign to achieve? This is to promote your new service or product, increased brand awareness, gather customer feedback or content, generate revenue, boost user engagement, advertise an upcoming event. You need to decide on what the campaign will revolve around. Number two is ask yourself, how will you measure your campaign? Identify the key metrics that we mentioned earlier. Promoting a new product or service. You need to look at pre-order sales absolutes for increasing brand awareness. The sentiment, the social mentions, press meant for gathering customer feedback. Needs to look at, again, you mentioned or your gauge for generating revenue. Look at your leaves, your sales. We episodes for boosting use engagement, your blog share, social shares in interactions for advertising on an upcoming event. You look at ticket sales. Look at those exams, define your target audience and budget. We looked at audiences earlier in the course. So p back at market segmentation for more information. Know Your Dream buyer and allocate your budget or coordinate towards reaching them through traditional or digital marketing. One of the marvels of the digital advertising is that you can target your ads to certain age, wages, demographics, locations. Number four is to set a concept of campaigns should embody of brand's identity and have a uniform message at the core of it. You can utilize a tagline or a particular number five, select the channels will run your campaign. Are a few ideas using the. So P for paid media is social media In sponsored content and email marked E is for earned media. It's what you know as either publicly or in immediate relations. It's getting your name in print, having a newspaper or a trade publication write about you appearing on the New News, do talk about your product. Appearing on podcasts is what the PR industry is typically known for because it's one of the few times we will things until now. S is for shared media and that's also known as social media. It's evolving as well and continues to build beyond just marketing or customer service team using IT. Organizations have begun to use it as their main source of communication internally and externally. It excludes, it includes not just social networking, community partnerships, distribution, and promotion. Is it is otherwise known as content. It is something you own and it lives on your website or blog. You control the messaging and tell the story in the way you want to. Have a look at these, STI them and pause a few. Feel to learn a bit more. Number six is set a timeline for your campaign, opened a calendar and pen down your dates when you in a post and which challenges. Number seven is ensuring your campaign is driving audits as towards your desired desired action, you want more phone calls, e-mails, inquiries, ticket purchases. Make sure your final leads prospects towards the right actions. Number eight is to monitor the right metrics. Know which metrics or key performance indicators will indicate the state of improvement to your desired outcomes. Number nine is established success numbers at which point where you confirm your campaign a success. Where is the finish line and how will you celebrate your accomplishments? Number ten, asked me is to reflect what it could have been done differently. How could you have saved money if anything went wrong? Why do you think went wrong? What did you learn about your audience or marketing channels? What kind of feedback could gather from participants? Customs? Fantastic. Now you have somewhat of a blueprint to begin your marketing campaigns. Have fun with it, brainstorm ideas, and don't be afraid to try new, bold and original and innovative strategies. Your businesses, new fonts, success will depend on it. 14. Useful websites and online tools: Okay, so these are some useful sites and tools you want to use in your online marketing. The first one is the Meta business suit. Facebook is the world's largest social media platform. So it's a no-brainer to really make use of the software they provided. And in this software, you can post adverts. You can create advert experiments to see which one will perform the best. And you can generally really increase your reach and leads with this amazing platform, highly recommended. Now the second platform that we're going to recommend is Hootsuite. So this is an amazing all-round social media management platform. And on here, you can schedule your posts. You can get useful analytics on all of your various different social media platforms. Also another one working mentioned. The third one is MailChimp, which is really ideal for your mail marketing campaigns, in which you can build up a e-mail marketing list and you can keep them in your database. And every month or so every week. You can just update your audience and keep everyone aware. Now the fourth one is Google ads or Google AdSense and Google AdWords. Also a phenomenal site to get your website at the top of search engines. So when people search particular keywords that your site will be will pop up. And you can also get great analytics in which we'll move on to Google Analytics. And this is where you can integrate your site and get great data on location people searching from the times of days, all the various different page websites look into it. It's definitely worth your time. The first side is Pipe Drive. Now this is a great sales management application in which you can import your new leaves. You can slowly drag them and as soon as you get them into your funnel. Now, another site that is useful is on the public over here. You can search anything that is related to a particular keyword, and you can then find out what people are asking about that particular subject. And these will give you a great blog ideas, content, ideas, questions that people are wanting to know the answers Alt, and you can provide the knowledge to that, which will improve and bolster your brand. Now, another cool insight is mobile monkey. This is a automation text messaging platform so you can create automatic responses to people on Instagram and other marketing channels. And really just increase the response rate to all of your instant messaging platforms. Then there is slack, which is an highly organized overall working platform from which you can manage your company. And you can have all of your company workers and employees communicate with one another, with one another. Everyone just works towards the same goal, which is growing your endeavor, growing your company, growing your business, and improving the world around you. So these are nine sites that will really get you off the ground running and really improve your digital and online marketing. I hope they help. 15. Conclusion: Congratulations on successfully completing this course in marketing and sales 101. I sincerely hope that these chapters have left you with the adequate knowledge to kick-start your business and to help get the word out there about it. You've learned what marketing is fundamentally, fundamentally about. How to package a product price it, find the best place to sell it, how to promote it through traditional and digital marketing channels. You've also learned how to research your marketing to find the right audiences. You've learned how to formulate your own lead funnel and also strategize your first marketing campaign. At the end of the day. Businesses not about backs or money. It's about bringing benefits. Intrapreneurs solve problems, and marketers simply make the public aware of it. Remember, like we said earlier, good marketing makes the company look smart but great marketing mix the customer yields. Go into the world with this new gain knowledge and keep making a difference. I believe in you, you're gonna do great things. Just use what you've learned and things. Thanks for watching this course. Really appreciated. And if there's anything else you'd like to learn, you can, you can follow me on Instagram or LinkedIn at David Richey and get in touch with me there. Let me know what you thought about the course. Leave a review down below, and I'll try my best to get back to you. Thank you so much for attending this course. I hope you've learned quite a lot. And much love, much peace, much positivity. Be well, good luck out there.