Marketing White Belt: Basics For the Digital Marketer
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Transcript of Marketing White Belt: Basics For the Digital Marketer
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MarketingWhite Belt
Basics for the Digital Marketer
Christopher S. Pennhttp://cspenn.com/book
初心者市販
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Who I Am
cspenn.com/tcspenn.com/fcspenn.com/lcspenn.com/gcspenn.com/p
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Warnings
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The Martial Way武道
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Marketers Today
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基本
Basics
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Why frameworks and models matter
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Path to mastery
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Earth地
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4 Business Model Archetypes
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4 Ps
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Net Profit
Margin
Volume
Income
Expense
Audience
Action
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Net Profit
Margin
Volume
Income
Expense
Audience
Action
Product
Operations
Marketing
Sales
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Social Media Strategy
Who What Why
Who is going to be your target audience?
What self-identified characteristics will you look for?
What networks are they on?
How will you build the network?
What content are you going to create or curate to gain interest?
Where will that content come from?
What schedule will you use?
Who will be responsible for content creation?
What are the overall business objectives and goals?
How will you measure them?
What indicators will you use to determine when something’s not
working and who makes that call?
Network Content Objectives
Social Media Strategy in One Slide (www.ChristopherSPenn.com and @cspenn)
Work right to left
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Water水
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Always be testing, measuring, refining
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migration
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fragmentation
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Do you know your funnel?
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Sales
Qualified Leads
Prequalified Leads
Interested Prospects
Active Audience
Potential Audience
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Sales
Qualified Leads
Prequalified Leads
Interested Prospects
Active Audience
Potential Audience
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Sales
Qualified Leads
Prequalified Leads
Interested Prospects
Active Audience
Potential Audience
50
100
200
400
800
25
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Sales
Qualified Leads
Prequalified Leads
Interested Prospects
Active Audience
Potential Audience
50
100
200
400
800
2550%
50%
50%
50%
50%
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R IPhoto credit: AMAgill
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Outcomes
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EPL
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Earned - SpentNumber of Leads
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Money Earned:Money Spent:
Hourly Rate:Time Spent:
Time Spent in Money:
Total Spent:
Total Earned-Total SpentLeads
$_______$_______
$_______ _______$_______
$_______
_______ EPL
Worksheet 3
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So what?
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Last Touch Problem Solved
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Yes, but so what?
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Fire火
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Vision Statement
Mission Statement
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Marketing starts with audience
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Building audience is like building a fire
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Metcalfe’s Law
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Wind風
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The marketing path: you, your mission, your community.
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Void空
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守破離
Path to mastery
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守 Preserve the form
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破 Vary the form
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離 Transcend the form
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scrambled eggs
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守 Follow best practices
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case studies
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破 Vary the practices
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離 Transcend best practices
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Marketing White Belt
cspenn.com/book
初心者市販
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Almost Timely
cspenn.com/n
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Thank You!
cspenn.com/tcspenn.com/fcspenn.com/lcspenn.com/gcspenn.com/p