Transcripts
1. Marketing INtro: Anyone who knows how business works understands the
importance of marketing. Marketing might seem
like throwing out ads that are either
really clever and entertaining or that summarize what your product or service is. And this is actually a
very forgivable mistake. As a consumer or someone
outside of the industry, this does appear to
be what it looked like before I studied marketing. That is what I thought it was. But now I know things are
little bit different. There is a bit of a
formula to marketing, and this course here will give you the
absolute basic rundown. It'll contain most of the
information that never changes in first-year
marketing courses. In a very cold denotes
summarize way. If you're starting
your own business interested in switching
over to marketing, or have some interest in
studying Marketing at college. And just want to know
if it's right for you or want a head start. This is a great course for you.
2. Knowing your customer: Now we will reach the most
important part of marketing, which is get in the
head of your customer. Understand. For example, in movies, you can't make a
movie for everyone. You make a movie for a very specific
audience and you should make it clear with the
genre and the tone. This is also how you
would market that movie. You see, okay, this
is a sci-fi action. We have to market all the action bits and
show that it's sci-fi. If it's sci-fi horror, you have to market
it specifically for the people who would
like that genre. He tried to draw in
people who, it's not for, they're going to be disappointed to leave
you poor reviews. And that's going to hurt you. That's just an example. It's the old adage of if you try to make a product
for everyone, you end up making a
product for no one. Same with marketing. If you marketed as something for everyone that everyone
will just find, okay? You're not specializing
in anything. And anyone who wants
something specific, well, go to a competitor who specializes in the
thing they want. This is also true if you're marketing a restaurant,
McDonald's, for example, isn't something
that's for everyone, even though it has mass appeal. If you want to sit down at a restaurant and
have a nice meal. Mcdonalds can't do that. So they don't market
themselves that way. If you just want cheap food in your belly as
fast as possible. Yeah, that's what McDonald's
is really good at. And they know that
they understand that they market
themselves that way. And that is why
they're successful. Let's look at it this way. Can you imagine a McDonald's commercial
that's promoting it as a sit down restaurant
where you'd bring a date. You probably either can't
imagine that or if you can, you're probably laughing at it. This is true for pretty much
any successful business. They have one niche
that they're good at and they market
towards that niche. There's even a
business triangle. Fast, cheap, good. Pick two. As I said, McDonald's and
other fast food restaurants a chose fast and cheap. Just get the food
into your belly. If that is what you
want at the moment. Then fast food is what's there. If you want a sit
down restaurant, you're choosing good and
you're probably to an extent choosing because the markup won't be quite as
much as it could be. There are restaurants
that give you good food that is cheap for its quality, but you have to sit down a long time in the
restaurant to get it. If you want food
that's good and fast. Fast probably, in this instance
would mean convenient. And it would be shipped to you, which means you're
paying a lot of costs for the convenience. No matter what your business is, you have to figure out which two of these corners it fits. Get into the head of your
customers and find out how to market it in
that specific way. There's also
businesses that sell to people in specific
age brackets. A newspaper, for example, would primarily sell to
the older generation. They have to figure out where
is the older generation. They're not online as much, but they do watch a lot of TV. If you want to advertise. To older people, again, you don't see many
Newspaper commercials anymore because that's
a local product. But if you want to
market to older people, a lot of the more
traditional advertising TV, billboards throws,
you do see a lot of newspaper ads will
probably work very well. If you're advertising
to a younger audience, then putting your ads online is probably gonna give you a much better return on investment. As long as they don't
have ad block on. Again, men go different
places than women. If you're advertising
something to men, then advertising for it at a sporting event or sponsoring a sports team
is probably a good idea. If you want to
advertise To woman. It's probably a terrible idea. Now there are women
who likes sports, but they're not a majority. If you want to advertise
something to children, best to advertise it on
a place where, you know, children will be a children's
magazine or once again, a children's TV channel. Yeah. Tv channels do
still exist and a lot of children do live in households where the
parents do watch TV.
3. Customer template: Okay, so in order to get into
the head of your customer, you have to build a
customer profile. Let's go to extensive, spelled X TEN SiO. Just put that into Google. First thing will come up. Then you go to get started. Then user persona. This is the free version. Nothing needed. Let's skip the tour. Here you put in the main
idea of the persona of your base customer. Now this is just designed to be the most average base
customer for your business that you can imagine it off. Let's just say that
our company is that we're marketing for is a restaurants that holds
kid's birthday parties. Now, when you're marketing towards kids for something
that's expensive, you generally don't mark it
towards the kids directly. You market towards the parents. Just call it socially
active parent. Now you create an
average age range which would be probably 35 to 45. Work. They probably just
say office worker, family, at least one
small child location. Let's just say they're from
New York just as an example. Character, Let's
not get too into their more so towards
extroverted they feeling. Let's also put them as
sensing and perceiving. Extroverted. They just want
their kid to go out there. They're willing to
be social to do it. They think it might
even be fun for them. Feeling they want their
kids to be happy. Trade one, cares about their shot because
that's what they do. That's why they're doing this. Trade to trade to their social. I'm typing today is a little
bit off. Trade three. Let's go with their
middle-class. Let's just not have a trade
for here just because this is a sample goals. They want their kid to
have fun on their birthday and they want to socialize with other parents. They're willing to spend on. Now frustrations. Most restaurants just
serve food, no party. Let's just pretend that
this isn't COVID times because while COVID is slowly getting a little bit more mild and becoming
less of a problem. And by the time someone
worksheet open this restaurant, you wouldn't need to
work around it anymore. Now, frustrations other
than just restaurants, serving food, no party. That lot of places are sheep board. Let's just say that places like Chuck E. Cheese, our two kids, they're Canada is a little
bit older for that year. This is just an ad
for the paid version. Let's just get out of bed. Bio. This somewhat wealthy person still just wants a simple life. They have little limb. They shouldn't end.
High paying jobs. Just to pay the bills and provide for their
towns and their family. All the typos today. It's day is coming. They make it as fun and memorable as
also both for kid. While also socializing. In order to get to know better. They want to understand
what their kids, what kind of parents that the
kids friends had incentive. Not really. They're
not doing growth. Fear again, growth, not really, they're not power but social. Let's max that one. Brands and influences. Let's just put, this is where we can put stuff like more expensive
clothing brands. I'm not gonna actually
put logos here, but let's go with that. And preferred channels,
traditional ads, online and social media. Fair bit referrals. They're really social, so they'd hear stuff
from their friends. Gorilla efforts, NPR again, that would be a little bit. So this is the extent of it. Once again, you can think more thoroughly about what
other branch they want. And I just put expensive
clothing brands and restaurants here. Rotation that captures
their personality. And then what you do
here is you zoom out. To get rid of this review here. Let's take a screenshot. Then. Paste the screenshot into paint. And we have saved what? We have saved our
customer persona. Alright, next I will talk to you about the marketing funnel.
4. Funnel: Now, in marketing,
you'll hear a lot about what's called
marketing funnels. What a marketing funnel is, is it's basically a
map of the journey a customer or potential
customer will go through. Each of the four steps shown
in this marketing funnel is, except that the customer would take the job of each
piece of content you make should be primarily
or specifically designed to move from one specific stage
to the next stage. For example, moving from
awareness to consideration, moving from consideration
to conversion. Moving from conversion
to loyalty. A single piece of content might do some of the other
stuff via proxy, but each piece of content should be primarily towards one. Usually convergent
to loyalty is more so the job of the product
rather than marketing. But marketing can play a
secondary role in this. For example, a
certain ad might be designed to go from
awareness to consideration. Basically by being catchy in some way and telling you
that the product exists. Going from consideration
to conversion, usually is giving the product a very unique
selling point. I'll give you examples
of each step in the process with videos
dedicated to them.
5. Awareness: Now the first part of the marketing funnel that
you want to get people in is the awareness section. The awareness section
is basically people are aware of what your
product or service is, to an extent, what it does and what its strengths
and weaknesses are. Examples of this are
search engine ads, or just most ads in general for new products that show a little
bit more flash or flare, they tried to make
the product look as exciting as possible. These are generally
designed to make customers who might be interested
in something like this. Be like, Oh, this is an option. And maybe they'll think a little bit more about it or do
some research on it.
6. Consideration: Next is the consideration phase. The consideration phase is where a potential customer is comparing your
product or service. And they're probably
either doing research, asking about it, or just
weighing the pros and cons. Usually it's a lot more
informational stuff that would be part of
the consideration phase. Or possibly an ad
that really only briefly shows your company's
marketing material. While being more
informational in nature.
7. Conversion: The conversion stage of
the marketing funnel is probably what a lot of
people first envisioned. Conversion basically means, the consumer making a purchase. Now, there's a lot
of ads that are very clearly
designed to do this. Such as a billboard for a store within a block
or two of the store, or a commercial for a fast food restaurant right before either
lunch or dinner time. This especially works
with the larger chains where you already know
mostly about the restaurant. You just need to be
reminded when you are a little bit hungry and you
don't know what to eat. These often end with
a pitch of some sort. They, they mentioned what
their biggest sales point is, whether it's convenience
price, or simply quality. Speaking of which
there is a bit of a triangle in business. Sheep. Good, fast. Pick two. When you're marketing a product, you want to show which of these two you highlight
for your customers. Especially when at this stage as you're trying
to close the deal.
8. Loyalty: The last stage of the
marketing funnel is loyalty. Loyalty is where a
customer returns and also often tells
their friends and family about your
product or service. While this is partially up to the quality of the
product or service, marketing does play
a secondary role. A lot of the time, this is done over
social media with shared this with
your friends, etc.. And also a lot of
companies set up referral programs
where you can get a small discount on future
products if you refer someone else to the product or service.
9. Class Project: Now for your class project, you will be creating a marketing campaign for a
fictional product or service. Will create a fictional
persona using the tool that I showed you in the course. And attaching that,
as well as describing your product or service is date, brief description of step
within your marketing funds. Thank you for
taking this course. I hope you enjoyed it.
Chris Viola, Writer and Marketing professional
