How To Really “Do” Marketing
Okay, let’s go back to Business 101…
A profitable business looks like this:
Buy Low < Sell High
Profitable marketing looks like this:
Cost to Aquire Customer < Customer Lifetime Value (LTV)
“Buy low. Sell High.”
What is the game? To find and attract customers for less cost than they contribute.
Where does marketing fit into business?
Marketing equals sales… No marketing equals no sales.
Let’s break down marketing…
First, ATTRACT relevant people – strangers – to your business.
Convert those visitors into leads.
Leads are people who say they’re interested in what you have to sell.
Close those leads to turn them into customers. Help them buy.
Finally, DELIGHT your customers. Happy customers buy more and promote your business.
Here’s how you too can fin a job easily…
Make lots of money… and never get bored.
Marketing is a problem in every organization.
- Marketing? Isn’t that just coming up with fancy ideas?
- Marketing? Ah, we don’t really have time for that.
- Marketing? Oh yeah… that’s not really necessary.
We don’t need more customers! – Said no business EVER.
Businesses need more customers. But how are customers found?
Businesses need marketing. Whose job is it to find customers (hint)?
Businesses NEED Marketers!
Marketing makes the difference.
Without marketing, your business misses out on the extreme potential of the extra value created by marketing.
However, GREAT marketing makes more of a difference.
“In 5 years, inbound marketers salaries will double because they’re building leverage.” – Dharmesh Shah, Co-Founder, and CTO @ Hubspot
Buy lower and sell higher.
There are BIG rewards for being a smarter marketer.
So what skills are involved in marketing?
DARC Marketing Skillsets
Digital Native – You’re fluent with the intent and technology, You don’t struggle to keep up with trends.
Analytics – You’re comfortable analyzing data, and designing experiments to further your understanding.
Reach – You can build relationships with many people to increase your influence. People trust you.
Content – You can craft content – articles, videos, graphics, and other media that resonate with your audience.
How do these tie into marketing jobs..?
Remember the marketing funnel?
Roles to attract.
- Crafting content
- Sharing on social media
- optimizing websites for search engines.
Roles to convert
- Analyzing data
- Conversion rate optimization (CRO)
- Design landing pages
Roles to close
- Email marketing
- Marketing automation
Roles to delight
- Customer service
- Managing communities
- Managing events
So… How do I get into marketing?
Four actionable things to go and try…
1 Go to bars
Marketing is a social industry.
Find local meetups, conference parties, talks, seminars, workshops and more.
Talk to professionals while they’re relaxed and not busy.
It’s so much easier to find and talk to people than emailing, scheduling meetings, etc.
Show initiative – just by turning up at industry events.
2 Send Better Email
Standard career advice 101.
You’ve probably been told to “Be professional“.
You’ve probably been told to “Use formal language“.
Does any of this sound familiar?
- You’re sending dozens of job applications
- You’re doing things just to put them on your resume
- You’re applying for jobs at companies you don’t really want to work for.
- You’re tired of not hearing back from companies you’ve applied to. And when you do, you never get actionable feedback.
Don’t limit yourself to job applications.
It’s the most competitive game with the smallest opportunity.
Remember, you are solving a real business problem.
You’re in the business of helping businesses grow.
It’s all about selling your skills and services to businesses.
More hunter… Less gatherer.
Get your own business
- Market yourself
- Ask people you know in work
- Send better email
Remember, all businesses need growth. But, they don’t necessarily think they need marketers. So they don’t necessarily post job ads to apply for.
There’s a huge market of unadvertised ‘opportunities’ for marketers.
Send better email…
1 Speak how you’d like to be spoken to – professional messages where you can share things in common will always do better. We’re human after all.
2 Show your initiative – Use examples of previous work on how you’re smart, and can get things done.
3 Keep it short – People, like and respond to, short and “gets to the point” messages.
4 Ask yes or no questions – Avoid back and forth decisions. Does Monday 2 pm at your office work for you? Trumps “where would you like to meet?”
3 Promote Something
Affiliate marketing is where brands pay you when you send customers to them.
Earn and learn while promoting your favorite brands.
What affiliate marketing can look like:
Attract – Creating a website. Crafting product reviews. Engaging relevant people on social media.
Convert – Creating pages to promote, specific offers and products, email opt-in forms.
Close – Email series for specific buyers personas. Invite only Facebook groups.
Delight – Create a support community for your subscribers and visitors. Create a community. Peer-to-peer product reviews.
Tips for earning and learning as an affiliate.
- Go niche – Everyone promotes the big brands. You’ find a higher return and less competition focusing on less well-known brands, products, and services.
- Focus. Focus. Focus. – Default to asking yourself “does this get closer to making money”. Yes/no questions cast the daylight you need.
- Get to that first payment quickly – Nothings more motivating than seeing your first payment come in, Focus on getting to that first spot – it’ll help you ask the right questions.
4 JFDI Yourself
Get into marketing by marketing yourself (Just f*cking do it).
You can get insane leverage on spending time, money, and effort to find marketing jobs.
How to attract yourself to companies.
Attract – Creating a website. Write blog articles. Target companies and individuals with Facebook Ads.
Convert – Create a short page which shows a little about what you’d like to do for a specific company. Capture their email address and contact details at the bottom.
Close – Ping your phone/email whenever someone submits a form and follow up with pre-prepared content to answer their FAQs.
Delight – Respond to inquiries quickly. Move to set up a meeting. Get hired – then get results fast.