Introduction To Marketing | Marketing 101


If you’ve ever wanted to know: What marketing is, how it works and how it applies to your business, then stick with me, because in this episode I’m going to be breaking down exactly what marketing is, how it all works and why it’s such an important, if not the most important, element to business success. Let’s get to it. Hey there my name is Adam Earhart, marketing strategist and welcome to The Marketing Show where we help you grow your business generate more leads, customers, and sales by making way better marketing, so if you’re interested in learning the latest and greatest marketing strategies, tools, tips, tricks and tactics, well, you may want to consider subscribing and hitting that notification bell. Alright, let’s talk marketing, something I love to do. As I fell in love with marketing years ago, when I first got interested in figuring out why people buy and act the way they do and later how to influence and persuade essentially affect human behavior.

Because, whether you have a business or not Marketing happens pretty much every day.

Any time you try to convince friends or family to see a certain movie or eat at this restaurant or not that or basically try to convince them to do anything, Marketing is happening. Also, marketing is really important to understand, because you are constantly being marketed to by everyone from everywhere. From something as simple as someone trying to sell you a pair of shoes to something a lot bigger, like buying a new house or moving across the country or even changing careers. All of this, requires and uses marketing.

So, with all that said, let’s dive into it. But first, let’s cover what marketing is not, so once we’ve got that clear, we can cover exactly what it is. Now, I know when I first got involved with marketing my understanding was pretty limited. I didn’t really have a clear picture of exactly what marketing was so I also kind of fell prey to the notion that marketing was advertising.

Well, in reality marketing isn’t advertising but advertising is marketing.

Let me explain. Basically, marketing is a major business function that’s made up of a bunch of other parts, one of which of course is advertising, but there’s also a ton others like: PR, market research, social media, content marketing, search engine marketing or search engine optimization, pricing and pricing psychology, copywriting and one of my personal favorites, direct response or direct response marketing and quite a few more. So, saying that marketing is just advertising and kind of like saying that finance is just taxes or HR is just hiring people or legal is just not getting sued. Sure, these are all important but there just one piece of the entire puzzle. This is why if you’re just getting started in marketing can seem pretty overwhelming which is why my suggestion is to find an area that you find interesting, fascinating, like say social media or content marketing, start there really get some roots and branch out later.

Alright, so now that we’ve got that covered, what exactly is marketing? Well, as I’ve just covered, you know that marketing is made up of a bunch of different sub segments things like: content marketing, email marketing and social media, all the things we talked about. But what exactly is the nature of marketing, which sounds like some kind of documentary “The Nature of Marketing” – on this week’s episode of The Nature of Marketing – Well, one of the first things you learn in any first-year marketing course is the four P´s of marketing: product, price, place and promotion.

Product being the details around whatever product or service is being sold. Price being the price, kind of obvious, but there’s obviously a lot more that goes into it than just that.

Place is where the products being sold and promotion, we’re just kind of the fun stuff. This is essentially how you’re gonna sell more of the product and what you’re gonna do to get the word out about your service and while all of that is accurate and true and the four P´s do make up a part of marketing, well, I prefer a simpler easier to understand definition. Marketing in its most basic sense, is communicating value to your customers. It’s essentially answering the question of your customers “Why should I care?” Marketing helps people solve their problems by clearly defining and delivering solutions and really explaining the benefits of the solution so they can get better results.

Introduction To Marketing | Marketing 101

Marketing is about connecting with people, understanding their pains and their problems and their frustrations, making them feel understood so that you can position your business as the solution to their problems and essentially just make them feel better and marketing is a really powerful force.

As anyone that’s been in business for any length of time can tell you, it’s not always the best product or service that wins, in fact it rarely is, rather it’s the product or service with the best marketing. Like it or not, that’s just kind of how it works which is why having good marketing is just so important. So my favorite definition of marketing is that it’s communicating value to your customers but there’s another side entirely that’s rarely talked about but still equally powerful and that’s creating value for your customers.

You see, marketing can create value and your marketing in and of itself can be valuable.

An example could be a blog post that helps someone out, even before any money has changed hands or an advertisement someone sees that brightens their day and makes them laugh whether they choose to buy or not or the way that a product or service is delivered, the packaging let’s say which is so luxurious and over-the-top that it makes the customer feel special just for having purchased it. You see, economics assumes that people make buying decisions rationally, logically and with perfect information but this is rarely, pretty much never the case.

We as humans are emotional, often highly illogical and rarely have the full set of facts when making any decision, which explains why marketing is so important and so powerful. After all, if we made all of our purchasing decisions based solely on logic and utility and the value we would get from these products, well, the entire luxury goods market wouldn’t even exist but not all marketing is created equal. You see, when it comes to marketing like when it comes to pretty much anything, there’s good marketing and there’s bad marketing.

Bad marketing is all of the reasons that marketing gets such a bad reputation. It’s that hype, spammy, over-the-top sleazy salesy icky kind of marketing that we all know we’ve all seen and nobody likes. It’s the stuff that looks cheap, makes people feel dirty, even just looking at it and promotes bad products or bad services that really helps nobody. It’s the fake countdown timers you sometimes see on websites the going-out-of-business sales that never end and the pushy promotion of useless products. That’s bad marketing.

Good marketing on the other hand, helps customers achieve their goals, makes them feel better about themselves and has the power to truly change the world.

So my question to you is: What kind of marketer do you want to be? That that was a rhetorical question. If you say the bad guy, I got nothing for you but if you say the good kind and I know you did, then make sure to check out this video right here which I’ve got linked up on the page which is going to give you even more practical and effective marketing strategies to help take your business and your marketing to the next level and way beyond that. Alright, so thanks so much for watching, make sure to check out that video now and we’ll catch you next time on The Marketing Show.

Read More: MCC Facebook Digital Marketing Cohort 2 Graduation

Set up this Automation for your Ecommerce business in 2 minutes

– Hello, everyone. I am here today to talk
about my shopping addiction and ever-changing style that must really confuse brands
that I'm shopping with if they don't have this
awesome recipe set up for their business. (gentle music) Trends come and go, and our personal style is ever-changing, which if you think about it from a brand perspective
is probably exhausting. Luckily for ActiveCampaign users who are utilizing site
tracking for their business, it became so much easier
to be able to track and actually see what their
contacts are looking at to learn more about their
customers' interests every day.

Site tracking is a great tool on its own, but paired with the Product
Interest Tagging recipe, this can be a huge tool for your business to track interactions with your customers. This automation recipe
actually tags people's interest and keeps track of all
that information for you. The Product Interest
Tagging recipe generates a tag for each contact
based on the product page that they viewed from your website. Then those tagged contacts enter the product interest targeted
follow-up automation recipe to receive a targeted message based on the tags created in this automation. So here's a lowdown of how
this automation recipe works. First, the automation is triggered when a contact visits the product page that you specify in your start trigger. Then an if-else action checks to see if that contact
has visited the page or pages six or more times. If they have, a very
interested tag will be added to the contact's record. If the contact has not visited the page or pages six or more times, an if-else action checks to see if the contact has visited the tracked page two or more times. If the contact has visited
the page two or more times, the interested tag is added.

And if the contact has not visited the page two or more times, they exit the automation. This tagging sequence will
give you a clear picture of what your contacts are interested in, so you can engage them with the content that they actually wanna see and engage with from your brand. And that, my friends, is called a win-win. Happy automating..

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Watson Assistant for Marketing: This is not a demo.

– All of your data will
produce better results. This is not a demo. If you're expecting the
usual, this isn't for you. It can't be a demo because
this is Watson Assistant for Marketing the AI-powered advisor in a lot of Watson Marketing products. It gets you data and insights faster giving you more time to deliver mind-blowing customer experiences. This is a powerhouse. It helps you pull campaign
reports, evaluate metrics, get support to make smarter
marketing decisions, (cheering) and it makes you look like a superstar. This is fast. Blink-or-you-might-miss-it fast. Did you blink? Because Watson just compared this quarter's campaign to
last quarter's, in seconds. This is smart. It's not a chatbot, it's a conversation.

– What's up? – Hi, Michael, here's your dashboard. That happens wherever you are. This is more than a dashboard, it's a command center that learns with every question you ask. Automatically serving up the info you're usually looking for. Like comparing your
performance to industry data, identifying relationships within the data, and even predicting performance. – Show me industry benchmarks. – I have found the following benchmarks. Boom, you just accessed benchmarks for 20 industries and nine geos. And it pumps out metrics faster than Bobby the Science Fair King. The click-to-open rate of mailing
Ski Season Opening is 47.6. This is a navigator. – How do I create a mailing template? – Check out these results. That guide you through the
application you're working in. See, this is not a demo because this is not your
regular marketing tool. It's the one that changes
the way you do marketing. (drumming)
This is Watson Assistant for Marketing..

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Content Marketing vs Copywriting: The #1 Strategy To Massively Boost Online Sales

Content marketing and copywriting. They are two vastly different
skills and services, right? Well, not if you're doing it right. In this video, I'm gonna
break down the barriers between content marketing and copywriting. And most importantly,
I'll reveal the number one most valuable piece of content marketing that every single business needs to be putting out regularly, and every single copywriter needs to be offering as a
service to their clients. So stay tuned. (upbeat music) Hey, Posse. What's up? It's Alex coming at you this week with another marketing tutorial to help you slay the copywriting
game, land more clients, boost your revenue, and
drive more online sales. If you're new to the crew,
welcome to my channel. I am here to help you master
the ABC's of marketing, copywriting, freelancing,
and social media.

So if that is your cup of tea, be sure to subscribe below and don't forget to hit
that bell to be notified when my next tutorial goes live. Now, before we dive in to the #1 most insanely valuable
piece of content marketing that you absolutely must be
doing as a business owner or a copywriter, let's first talk about what exactly content marketing and copywriting are, and how they differ.

So content marketing is the strategy of putting out valuable,
shareable, and free content to your audience on a
consistent and regular basis. Now, this can include a
whole variety of things, like blog posts, social media posts, podcasts, YouTube videos
like this one, newsletters, and the list goes on and on. Copywriting on the other
hand can really be thought of as the art of writing
words with the sole purpose of getting a conversion. So typical forms of copywriting include sales pages, ads,
sales emails, landing pages, VSLs, webinar scripts, and on and on. So the overarching goal
of content marketing is to put out crazy good value in order to build your brand
awareness, trust, and reach. Copywriting is what you rely on when it comes to actually
turning that audience into paying customers. Make sense? So, on the surface, yes, these are two different
skills and services, but they absolutely should
be done together in parallel to create a very effective and
powerful marketing campaign. And listen up because
this is especially true when it comes to the inbox.

Yes, I am talking about your emails. Now, while the best email strategy involves sending both sales
emails and content emails, they should not be treated as completely separate from one another. And that is because great content emails build trust and rapport
with your audience. That way, when you do
wanna sell them something via a sales email, they're 1000% more likely
to say, "Hell yes!" which is why all of your emails really should be written by a copywriter who knows how to use content
marketing, storytelling, and sales strategies to create
powerful inbox messaging that both connects and converts.

So with that, here's my very first tip. Do not, do not just email your list during launches and promotions. I know that's what everyone wants to do. And let's be honest, that's
where the majority of us tend to focus our time as
business owners and copywriters because launches and
promos are the moneymakers. But the fact is if the only
time you email your list is when you're selling something, then you're really not taking the time to build up that foundation
of trust with your audience, and they're not very
likely to buy from you. Listen, consumers today are smart. And honestly, they are skeptical AF that you're a legit brand
who actually has a product that will help them solve their problems. And it's for damn good reason. I mean, we literally live
immersed in an online world that shows us thousands,
thousands of targeted ads a day, completely oversaturated
with hypey claims, douchey sales tactics, and brands that shove "buy,
buy, buy" down our throats 24/7. Aah! It's no wonder that it's become so hard to gain a loyal following and fan base that keep coming back
again, and again, and again.

Consumers have seen the
same sales tactics so often that their eyes just glaze over anytime they see any of that BS online, because nowadays consumers
want something different. They want a real connection. They wanna feel valued and seen. And if your audience doesn't
feel connected to your brand, they will not buy from you, period. And that is why all your
emails are important, not just the sales emails
that make you money, and nurturing your audience through consistent high
value content emails is arguably the most important
piece of content marketing that you can be putting out as a business.

It is literally your
secret sauce to selling without really selling at all. Okay, so content emails are vital to the success of any business, but what exactly is a good
content email marketing strategy? Well, the content and consistency of your emails will vary massively depending on what your brand
or business actually does. So here is my next tip. Make your content emails
educational, inspirational, entertaining, or personal. You wanna write them informally, just like you're emailing
back and forth with a friend. You wanna include tons of
storytelling and personalization to make your audience feel
more connected to you.

You wanna provide enough education to make your audience trust
in your knowledge and skills, and you wanna do it all
without asking your audience for a single thing. That's right, no strings attached. Just read my awesome email. Now, I teach all about my methodologies and the psychology of writing effective conversational emails that'll turn signups into sales inside my five-day email marketing
challenge, Own The Inbox, and you can learn more about
that at the end of this video. But first, I am sure
you're probably wondering how often you need to be
sending these content emails. Is it once a week, once a
month, every single day, right? Well, once again, it totally varies, depending on you and your brand.

Personally, I email my
list about once a week, and that works great for me. And typically, this is an
informal personal type of email introducing my newest YouTube video. But even when I don't publish
a YouTube video that week, I still make it a point to email my list. This keeps me fresh in
their minds and their inbox at all times, and really helps to build that feeling of belonging and community
because I'm being consistent. That way, whenever I do run a
product launch or a promotion, my list sort of tolerate it, for a lack of better terminology, because they know once my launch is over, I will go back to emailing
them on a consistent schedule where I'm strictly delivering free value and not trying to sell them anything. Now, I am not saying that you need to email your list once a week, nor am I saying you can't sell more often, but you gotta find that sweet spot balance between value and sales, right? Giving and asking.

Once a week works great for me, but I also know people who email their list every single day, and that works great for them. And hey, I still read their emails. The key here is not to overthink
the frequency, and instead, and this is the most
important tip of them all, pick a schedule that works
for you and stick with it, because remember, people want consistency.

Consistency builds trust, and trust is what sells
your products and services. Now, if you wanna learn exactly how to write emails that sell, make sure to check out my
email marketing program, Own The Inbox. In it, you'll learn the
marketing psychology that gets people to open,
click, and read your emails, along with my coveted Posse Playbook of 12 emails that create authority, build anticipation, and
turn signups into sales, so that you can write
an engaging, memorable, and high converting
email marketing campaign in just five days. You can find that link in
the description box below. I hope to see you there. Until next time, I'm Alex. Ciao for now. Alright, guys, if you enjoyed that video, make sure to check out the
next one from me right here. And you can click right
here to get a free gift. What types of emails should you
absolutely know how to write as a copywriter or online business owner? Do all emails follow the
same flow and format? How do you build relationships,
create engagement, and get conversions with email marketing? You got questions.

I got answers. Keep watching..

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