Marketing
Preface
Prerequisites
Learning ethics
Introduction
The goal of every business is becoming into a monopoly.
What is ⭐Marketing ?
Why does ⭐Marketing matter to you?
Ecosystem
Standards, jobs, industry, roles, and research
Story
FAQ
What is difference between Sales and Marketing?
Worked examples
Strategy
Timeframe
Digital Product Marketing Strategy
Subsubsection
Go big or go back to selling services
Subsubsection
Sizing markets & Sizing Demand
Advertising
Growth
Branding
Digital marketing
Product management
Value involves than features, benefits & total cost of ownership (TCO). It is the net value of using the product in the real world.
Product Value Propositions
Points of irrelevance and Points of Negative Value
Points of Parity
Point of difference
Switch costs
Compare with status quo and next-best alternative.
Public relations
Highly visible gives you a big margin for error. Trust Me, I’m Lying by Ryan Holiday
Exceptions are professional service, B2B strategic products, so in those make sense to apply Blue Ocean Strategy.
Exercises and Projects
Summary
Key decisions
Case studies
FAQ
Reference Notes
Lead generation and Customer/User Acquisition
Pipeline
- Viewer.
- Follower.
- Subscriber.
- Lead.
- Marketing Qualified Lead.
- Sales Qualified Lead.
- Opportunity.
- Customer.
- Evangelist.
B2C
Subsubsection
B2B
Business sizes
Entrepreneurs
SMB’s
Larger brands
Merchant Acquisition
B2C Copywriting
We leverage into SPF framework by Dekker Frase where S stands for Stages, P stands for Psychology, F stands for Funnel.
Stages represent the different levels of individual awareness, encompassing Problem Unaware, Category Unaware, Product Unaware, and Product Aware. It is crucial to understand that each person occupies a unique stage of awareness.
Being "Problem Unaware" means individuals do not recognize they have an issue. For instance, when offering an automation service (whether through software, electronics, or other means), a potential client satisfied with employing staff may not see any inherent problems with their existing setup.
"Category Unaware" refers to individuals who are aware of their problem, which could potentially be solved by your offering, but are not familiar with the broader category of solutions your product falls into. For example, a potential client aware of their issue with churn might not know about chatbot solutions, thereby seeking alternative remedies.
At the "Product Unaware" stage, individuals are aware of the category your product belongs to but are not familiar with your product or brand specifically. They understand the type of solutions available but have not yet been introduced to what your specific product offers or how it stands out from other options in the market. Brand.
If you simplify your content strategy to focus solely on those who are "Product Unaware," you risk overlooking the nuanced understanding and empathy needed to gauge where individuals stand in terms of their knowledge and awareness. Attempting to sell a product to someone who is not even aware of the broader category it belongs to is likely to result in failure. It's essential to tailor your approach to meet people at their current stage of awareness, guiding them from recognizing their problem to understanding the category and, eventually, to seeing the value in your specific product.
Marketing efforts in the Unaware stages rely heavily on educating potential customers and helping them recognize that they have a problem. In these early stages, the focus is on raising awareness and providing information rather than directly selling a product. This approach helps to gradually guide the audience from a lack of awareness to understanding the challenges they face and the existence of solutions within a specific category that can address their needs. On another hand, Marketing efforts in they Product Aware stage rely on pushing into the sales funnel with a incentive.
In the SPF framework, "Psychology" is a crucial component that focuses on crafting marketing content (ads, seo, and so on) to convince people that your product is worth purchasing. This aspect goes beyond merely informing or educating the audience; it aims to tap into the psychological triggers and motivations that influence buying decisions. By understanding the target audience's desires, fears, and pain points, marketers can create compelling messages that resonate on a deeper level, ultimately persuading consumers that their product not only solves a problem but also adds significant value to their lives or businesses.
Reactance, Endowment, Distance, Uncertainty, Corroborating evidence.
People's tendency to prefer avoiding losses over acquiring equivalent gains is known as loss aversion. This principle can be a powerful tool in marketing. Instead of solely highlighting the benefits or gains of using your product, you might consider focusing on what potential customers stand to lose by not taking action. This approach can create a sense of urgency and make the decision to engage with your product feel more critical. For instance, in your messaging, you could emphasize the inefficiencies, costs, or missed opportunities that come from not using your product, thereby leveraging the psychological impact of loss aversion to motivate your audience to act.
hubris
The Catalyst How to change anyone’s mind by Jonah Berger.
Product Led Growth
Business Development
Account based Marketing
Lead nurturing
Conversion Rate Optimization
Exercises and Projects
Summary
Key decisions
FAQ
Reference Notes
Customer Psychology
Customers buy things are visible. Of course, it is a necessary condition but not enough. You’re competing for mind share and you’re competing for distribution.
Tactics
Product promotion
Pricing models
Direct & Brand marketing
Subsubsection
Copywriting
Content management
SEO
Word of mouth
You can generate word-of-mouth through your emotional positioning. However, another approach is to excel in product and service attributes that naturally have word-of-mouth potential. This doesn't necessarily require creating something unique or building elements intrinsic to your value proposition. Instead, it involves adding features that will prompt people to talk about them.
Facebook ads
Google & YouTube advertising
Twitter Advertising
Snapchat Advertising
Spotify Advertising
LinkedIn Advertising
Amazon Advertising
Influencers
Social Media
Email marketing
Cold calls, cold emails & lists
Exercises and Projects
Summary
Key decisions
FAQ
Reference Notes
Analytics
Quantitative Marketing
Technical products
Some products need more sophistication for costumer side.
End-user development
Market research
Startup Marketing & Growth Hacking
Focusing to brand stuff is bad idea in early years
when you’re not a celebrity, you’re not famous, and you don’t have a massive following.
SparkToro
Management
Investor management
Sales enablement
Chief Marketing Officer Career
Become a CMO
Soft skills
Leadership & People Management
Interviews
Growing your Digital Marketing Agency
Tutorials
Content Generation with IA
Next steps
References
Citation
TODO
No estadistica.
Impact Mapping https://www.impactmapping.org/