007 - Where to Start With Your Marketing
The number one question I get from contractors is, “Where do I start with my marketing?” You’ve probably thought about using ads or creating a Facebook page, but how do you decide which is the best place to put your initial efforts?
Give this episode a listen to find out.
Show Notes
Always start with a vision (00:27)
Boat and fish analogy: are you a “boat first” company, or a “fish first” company? (00:54)
Are you a “boat first” company, or a “fish first” company?
You have to start with your customers if you want reliable, predictable results. (2:05)
What is a buyer persona and how do you create one? (3:06)
Use your buyer persona to create a marketing plan. (5:18)
Step 1: Get a list of past customers (6:20)
Step 2: Research existing customers (6:55)
Step 3: Answer questions to understand your buyer persona (9:10)
Step 4: Summarize your buyer persona (9:45)
Step 5: Think like your buyer persona (10:30)
Resources
Buyer Profile — for B2B companies to create an ideal company rather than an ideal customer.
Churn Persona — the customer you don’t enjoy working with or the lead that reliably falls out of your funnel. Helps you define this persona so you recognize them sooner.
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