The word marketing feels a bit overwhelming. If you run a business, sure you know it's important, but how can you improve your marketing effort unless you break down that big word into more actionable pieces?
This guide will break down what ‘marketing’ is into much more digestible parts which you can implement to help boost revenue for your business.
Marketing blueprints help you build bridges between your potential customers and what you sell.
We want to make sure sure that this guide can actually benefit you. So, before we go any further, these are three things you need to have in place right now:
If you have these things set up, let's get on with it!
Before we dive into what marketing is and how we’re going to help you feel less overwhelmed by it, let’s start with what you want:
You want more MONEY, right?
There's nothing wrong with that! More money means you have more freedom to do the things you need and want to do. It allows for more breathing room, more time for the things you value and love, much less stress, and, hopefully, whatever it is that makes you money is also fulfilling your passions and helping the buyer in some way.
Simply, in order for your business to make more money you need a growing clientele. There are 2 main categories people tend to find themselves in:
#1 you have a service offering that has been validated (via purchase) but you’re lacking a steady stream of clients.
#2: you have a product that some people like, but scales aren't as great as you expected and you don't know why.
Welcome aboard the big mystery every business owner is trying to solve: Why Aren't I Getting More Clients/Customers?
This is exactly where marketing thrives. You need to figure out the gaps in your marketing strategy to understand why you aren't getting the number of clients or customers you want. Don’t stress if you’re thinking ‘well I don’t have a marketing strategy”. This is what this guide is for!
Okay, so let’s break it down! Marketing is the blanket term to describe anything that connects your audience with your offering (product/service).
The “Newsletter” Blueprint is the most basic marketing bridge for an online business owner but is also one of the most powerful. People’s use of email has stayed steady and the experience of reading email is a lot more focused than quickly scrolling/swiping through posts in a social feed.
How the “Newsletter” blueprint works:
The “Consultation” Blueprint is the most direct and 1-on-1 marketing bridge we’ll talk about. This blueprint is almost a must-have if you are a freelancer and are trying to get more clients but we’ve even used this blueprint to sell higher-priced digital products. Speaking of which, it’s not a good idea to use this blueprint for lower-cost offerings (the time isn’t worth the money).
How the “Consultation” blueprint works:
The “Lead Magnet” Blueprint is like an upgrade to the Newsletter Blueprint. You offer a freebie or downloadable item (PDF, checklist, etc) that someone has to give their email address to receive. Lead magnets are a marketing win-win if the freebie/downloadable thing delivers extra value based on what your potential customer was already interested in.
How the “Lead Magnet” blueprint works:
The “Email Course” Blueprint is simple in concept but can take a good amount of experimentation (read: trial and a good amount of error) to get it converting people to paying customers. You send a series of emails around your offering topic and you soft sell in those emails, along with emails at the end of the sequence that are a sales pitch.
How the “Email Course” blueprint works:
The “Epic Post to E-Book” Blueprint is not for everyone but it can be the BEST way to create consistent organic traffic and email signups. This article you’re reading right now could be considered an “epic post” with exception to the e-book part (which we’ll talk about in the experience section below). The goal is to create a piece of content that really nails a topic and then offer the reader an e-book version to download, which puts them in your “newsletter blueprint” (or “lead magnet/email course” blueprints).
How the “Epic Post to E-Book” blueprint works:
The concept: The “Fly On The Wall” Blueprint let’s your potential customer watch you work on a project or experiment with something. You could be building via blog post updates, video updates, or simply via emails. The idea is to share the behind the scenes of how the sausage gets made and let someone join you on the journey.
How the “Fly On The Wall” blueprint works:
The concept: The “Quiz” Blueprint is a way to figure out what your potential customer needs and identify ways to help them based on their answers. Quizzes are great at segmenting people and then sending them down paths to further solve their problems.
How the “Quiz” blueprint works:
The concept: The “Partnership” Blueprint is all about teamwork making the dream work! Ideally, you’re partnering with another person so you can attract some of their audience to you (and vice versa for the partner). Partnerships can include co-hosted video workshops, guest blog posts, limited edition product bundles, or simple co-branded experiences.
How the “Partnership” blueprint works:
The concept: The “Group Challenge” Blueprint is a great way to harness the power of word of mouth marketing. The idea is to get a group of people excited about doing a challenge together and working closely with one another. Challenges are perfect for social media as people can quickly connect, stay in touch, and there’s built-in discoverability using hashtags (and leveraging the individual group member’s audience).
How the “Group Challenge” blueprint works:
The concept: The “Workshop” Blueprint is something you’ve probably seen time and time again. There’s no denying that a live atmosphere is a great way to engage with an audience, help teach them something, and then sell your offering to them. The great thing about workshops (hosted live or recorded on-demand) is that not only do you have the opportunity to sell during the workshop, but the follow-up sales email series is also a natural fit.
How the “Workshop” blueprint works:
The concept: The “Video Series” Blueprint is extremely similar to the “Email Course” blueprint in that the videos are delivered via… well… email! The main difference with this blueprint is that video is a much more engaging medium and you can share your personality and build a rapport with a potential customer faster. Plus, video can be a much better medium for teaching with all the extra bells and whistles you can add in the editing process.
How the “Video Series” blueprint works:
The concept: The “Free Trial” Blueprint is definitely one of the most complex marketing bridges to create but if you’re selling a recurring product (like a membership, coaching, or software) a free trial can be one of the highest converting marketing efforts. The idea with a free trial is to give your customers enough access to show them how your product or service can be useful enough for them to want to purchase from you.
How the “Free Trial” blueprint works:
The concept: The “Cool Microsite” Blueprint is last on our marketing bridge list because it typically takes the most effort to create. Putting together a cool microsite takes planning, technical know-how, great copywriting, and more often than not needs to leave the microsite visitor saying, “wow, I’ve never seen anything like that before!” The cool microsite marketing bridge is a great one if you can spin up unique share-worthy experiences that people will pass around and help generic buzz for your offering.
How the “Cool Microsite” blueprint works:
And that's that folks. We hope these marketing bridges give you an idea of what you can implement for greater user acquisition. Before we go, we want to give special credit to Wandering Aimfully who inspired this guide.