5 Steps to Planning and Launching A Successful Marketing Campaign | Adam Erhart

Summary

Este video ofrece una guía detallada para mejorar la eficacia y el éxito de futuras campañas de marketing, independientemente del canal que se utilice. Se destacan cinco pasos fundamentales: identificar y comprender el mercado objetivo, crear una oferta irresistible, diseñar un embudo de ventas para aumentar el valor de vida del cliente, asegurarse de que la oferta y el contenido se sitúen en el lugar correcto donde la audiencia esté presente, y finalmente, utilizar métricas y análisis para medir el éxito y ajustar la estrategia en consecuencia. El vídeo resalta la importancia de la investigación de mercado y la estrategia detrás de cualquier campaña exitosa, más allá de las herramientas o tácticas específicas.

Takeaways

• 📈 **Planificación estratégica**: Antes de lanzar cualquier campaña de marketing, es crucial planificar cuidadosamente para asegurar el éxito.
• 🎯 **Conocimiento del mercado**: Identificar y comprender el mercado objetivo es fundamental, ya que todo en marketing depende de él.
• 🧐 **Investigación de mercado**: Realizar una investigación de mercado adecuada para comprender mejor a los clientes y sus necesidades.
• 🤝 **Oferta atractiva**: Crear una oferta que sea irresistible y que aborde las necesidades inmediatas de los clientes.
• 💊 **Vender un alivio**: Es preferible vender un 'alivio' (algo que resuelve un problema inmediato) en lugar de un 'vitamina' (algo que previene problemas futuros).
• 🔗 **Funnel de ventas**: Utilizar un funnel de ventas para aumentar el valor de vida del cliente y mejorar la rentabilidad de la campaña.
• 📊 **Mediciones y análisis**: Utilizar métricas y análisis para determinar qué tácticas funcionan y cuáles no, y ajustar la estrategia en consecuencia.
• 📍 **Ubicación estratégica**: Asegurarse de que la campaña de marketing esté en los lugares donde los clientes pasan su tiempo.
• 🚫 **Evitar la dispersión**: No desperdiciar recursos en plataformas o tácticas que no son relevantes para el mercado objetivo.
• 💰 **ROI como métrica principal**: El retorno de inversión (ROI) es la métrica clave que indica si la campaña de marketing está generando ingresos.
• 📚 **Educación continua**: Continuar aprendiendo sobre técnicas de marketing y estrategias para mejorar constantemente las campañas.

Q & A

¿Cuáles son los cinco pasos fundamentales para mejorar la efectividad de las campañas de marketing?

Los cinco pasos fundamentales son: 1) Identificar y comprender tu mercado objetivo, 2) Crear una oferta irresistible, 3) Diseñar un embudo de ventas o marketing, 4) Ubicar adecuadamente la oferta en el lugar correcto, y 5) Utilizar métricas y análisis para medir el éxito de la campaña.

¿Por qué es tan importante entender y conocer a tu mercado objetivo?

Es importante entender y conocer a tu mercado objetivo porque todo en marketing depende de él. Si no identificas y articulas adecuadamente a tu cliente ideal, no podrás crear mensajes adecuados ni publicitar en los canales correctos, lo que llevará a un fracaso en la campaña de marketing.

¿Cómo se puede mejorar la comprensión del mercado objetivo?

Para mejorar la comprensión del mercado objetivo, se debe realizar una investigación de marketing adecuada, leer lo que lean los clientes, ver lo que ven, escuchar lo que escuchan y tratar de entender sus pensamientos, temores, frustraciones, sueños y metas.

¿Qué es una oferta resistible en un contexto de marketing?

Una oferta resistible es aquella que se alinea con los problemas, temores, frustraciones y metas de tu mercado objetivo, y que actúa como un puente para ayudarlos a alcanzar sus deseos y aspiraciones, resolviendo sus necesidades inmediatas.

¿Cuál es la diferencia entre una oferta dura y una oferta suave en términos de marketing?

Una oferta dura o directa es aquella que se dirige a la pequeña porción de la audiencia que está lista para actuar y comprar inmediatamente. Una oferta suave o de transición es una oferta que requiere un compromiso mínimo por parte del cliente y sirve como un primer paso para poder hacer una oferta más grande en el futuro.

¿Por qué es esencial tener un embudo de ventas en una campaña de marketing exitosa?

Un embudo de ventas es esencial porque permite guiar a los clientes a través de una serie de pasos que aumentan la probabilidad de aumentar el valor de vida del cliente (CLV), lo que a su vez permite un mayor presupuesto de marketing y la posibilidad de ofrecer un mayor valor y servicios a los clientes.

¿Cómo se determina el lugar correcto para ubicar una oferta en una campaña de marketing?

Se determina el lugar correcto para ubicar una oferta entendiendo quiénes son los clientes ideales y dónde pasan su tiempo en línea y fuera de línea. Luego se enfoca en esos lugares y se ignoran los demás para aumentar exponencialmente las posibilidades de éxito.

¿Por qué es tan crucial medir las métricas y el análisis en una campaña de marketing?

Es crucial medir las métricas y el análisis para saber qué está funcionando y qué no. Esto permite tomar decisiones lógicas y basadas en datos, en lugar de decisiones emocionales, y asegura que la inversión en marketing se centre en los canales y tácticas que generan el mejor retorno de inversión (ROI).

¿Qué es el valor de vida del cliente (CLV) y por qué es importante en el marketing?

El valor de vida del cliente (CLV) es una métrica que indica el valor total que un cliente tiene para un negocio a lo largo del tiempo. Es importante porque permite saber cuánto se puede gastar en adquirir un cliente y da una indicación de cuánto se puede invertir en marketing para aumentar la base de clientes y los ingresos.

¿Qué son las métricas CPM, CPC, CPL y CPA y cómo se relacionan con el costo de adquirir clientes?

CPM (costo por mil) mide cuánto cuesta llegar a un público de mil personas. CPC (costo por clic) indica cuánto cuesta cada clic en una publicidad. CPL (costo por liderazgo) y CPA (costo por adquisición) miden cuánto cuesta adquirir un nuevo cliente o liderazgo. Estas métricas son fundamentales para entender la eficiencia de los canales de marketing y su impacto en el ROI.

¿Cómo se puede mejorar la comprensión de las métricas y análisis de marketing sin tener un título universitario en el tema?

Se puede mejorar la comprensión de las métricas y análisis de marketing con una base fundamental y un nivel básico de entendimiento de las métricas clave y los indicadores de rendimiento (KPIs) importantes. Comparar estos KPIs entre sí y determinar cuáles canales están generando ganancias es esencial para un enfoque de marketing exitoso.

Outlines

00:00

📈 'Pasos Clave para Campañas de Marketing Éxitosas'

El primer párrafo se enfoca en los cinco pasos fundamentales que pueden mejorar la efectividad y el éxito de cualquier campaña de marketing futura. Se discute la importancia de la estrategia detrás de las campañas exitosas en lugar de simplemente las tácticas o herramientas. Se enfatiza la necesidad de planificación y análisis del mercado, entendiendo profundamente a la audiencia objetivo, sus miedos, frustraciones, sueños y metas para posicionar la oferta de manera efectiva.

05:01

🎯 'Creando Ofertas Irresistibles'

Este párrafo aborda la creación de una oferta atractiva y coherente para el público objetivo. Se destaca la importancia de entender las necesidades y deseos del mercado ideal para diseñar una oferta que resuelva sus problemas inmediatos, denominados 'panalizantes', en contraposición a 'vitaminas' que abordan necesidades futuras. También se menciona la diferencia entre ofertas directas (hard offers) y ofertas de transición (soft offers), y la importancia de construir un funnel de ventas para aumentar el valor de vida del cliente.

10:02

💰 'Aumentando el Valor de Vida del Cliente'

Se aborda la importancia del marketing en fases, donde la venta inicial es solo el comienzo. Se resalta la necesidad de entender cómo encaja el producto o servicio en el viaje completo del cliente para ofrecer niveles crecientes de servicio y generar ingresos progresivos. Además, se discute la importancia de las ofertas de alto valor y la estrategia de membresía, subscripción y venta de backend para aumentar el CLV (Valor de Vida del Cliente).

15:02

📊 'Ubicación y Análisis de Métricas'

Este párrafo se centra en la ubicación estratégica y el análisis de métricas en la campaña de marketing. Se insiste en la importancia de llegar al público objetivo en los lugares donde estén activos, ya sea en línea o fuera de línea, y se desaconseja dispersarse en plataformas donde el público no esté presente. Se destaca la necesidad de entender y analizar métricas clave como el CPM, CPC, CPL y CPA para medir la eficacia de los canales de marketing y ajustar la estrategia en consecuencia.

🔗 'Siguientes Pasos en el Marketing'

El último párrafo actúa como una transición hacia el siguiente contenido relacionado con el marketing, sugiriendo que el espectador revise un video vinculado sobre introducción al marketing. Se mencionan temas como la investigación de mercado, el contenido de marketing en redes sociales, la optimización de motores de búsqueda (SEO), la psicología de la定价 (precio), entre otros.

Keywords

💡Mercado

El 'mercado' se refiere a la audiencia o grupo de clientes a quienes se dirige la estrategia de marketing. En el video, se destaca que todo comienza y depende de un conocimiento profundo del mercado, ya que es el pilar sobre el que se construye cualquier campaña de marketing. El ejemplo dado es de un mercado ideal que incluye a clientes, clientes potenciales, y cómo la identificación clara de este grupo es crucial para el éxito de la campaña.

💡Oferta

La 'oferta' es lo que se está vendiendo y debe ser algo que los clientes realmente deseen. El video enfatiza la importancia de tener una oferta irresistible y cómo esta debe estar correlacionada con el mercado objetivo. Se menciona que es mejor vender un 'piedritas' (algo que resuelve un problema inmediato) en lugar de un 'vitamina' (algo que previene un problema futuro), y cómo la oferta debe ser un puente entre los problemas del cliente y sus deseos.

💡Funnel de ventas

El 'funnel de ventas' o 'marketing funnel' es una secuencia de pasos que guía al cliente potencial desde la conciencia hasta la conversión. En el video, se discute cómo las campañas de marketing efectivas se construyen a través de una serie de pasos que aumentan el valor de por vida del cliente (CLV), lo que permite un mayor presupuesto de marketing y la entrega de más valor.

💡Ubicación

La 'ubicación' se refiere a los canales o plataformas donde se realiza la marketing. El video insiste en la importancia de entender a quién es el cliente ideal y en qué lugares pasan su tiempo, ya sea en línea o fuera de línea, para poder dirigirse a ellos de manera efectiva y evitar el desperdicio de recursos en espacios donde no están presentes.

💡Mediciones y analíticas

Las 'mediciones y analíticas' son las herramientas utilizadas para evaluar el rendimiento de una campaña de marketing. El video destaca la necesidad de saber qué estrategias funcionan y cuáles no, y cómo las métricas y KPIs son fundamentales para tomar decisiones lógicas y no emocionales en la toma de decisiones de marketing. Se mencionan términos como CPM, CPC, CPL, CPA y ROI, que son clave para entender el rendimiento y el retorno de la inversión en marketing.

💡Estrategia de marketing

La 'estrategia de marketing' es el plan detallado que guía la ejecución de una campaña de marketing. En el video, se resalta que la estrategia es más importante que las tácticas o herramientas individuales y cómo una estrategia bien planificada asegura la alineación entre los objetivos y los métodos para alcanzarlos.

💡Clientes potenciales

Los 'clientes potenciales' son personas que podrían convertirse en clientes si se les proporciona la información correcta y se les aborda de manera efectiva. En el video, se sugiere que la investigación de marketing adecuada y la comprensión profunda de los clientes potenciales son esenciales para el éxito de una campaña de marketing.

💡Retorno de la inversión (ROI)

El 'retorno de la inversión' (ROI) es una métrica que mide la eficacia de una inversión en términos de ganancias netas. El video destaca que el objetivo final de cualquier campaña de marketing es aumentar los clientes y el ingreso, y el ROI es la forma de medir si se está logrando ese objetivo.

💡Costos por mil (CPM)

El 'costo por mil' (CPM) es una métrica que indica cuánto cuesta llegar a un público de mil personas. En el video, se utiliza como ejemplo de una de las métricas clave para evaluar el rendimiento de los canales de marketing y determinar cuál es el más efectivo para llegar a la audiencia deseada.

💡Costos por clic (CPC)

Los 'costos por clic' (CPC) miden cuánto cuesta cada clic en una campaña publicitaria en línea. El video lo menciona como una herramienta para comparar el valor de diferentes sitios y redes publicitarias y para entender cuál es el canal que proporciona mejores conversiones.

💡Costos por lead (CPL)

Los 'costos por lead' (CPL) son la cantidad que se invierte para obtener un solo lead o interés potencial. En el video, se discute cómo el CPL es una métrica importante para medir el éxito de una campaña de marketing y cómo puede ayudar a determinar si una estrategia de marketing está generando resultados.

Highlights

五步营销策略，可立即提升未来营销活动的有效性和成功几率。

营销成功的关键在于背后的五个基本原则和原理。

如果未能正确规划市场，那么就是在计划失败。

了解目标市场比他们自己更了解是成功的关键。

进行适当的市场研究，理解客户的兴趣、恐惧、挫折和梦想。

通过阅读目标市场的书籍来获得更深入的洞察力。

提供吸引人的、无法抗拒的产品或服务是营销活动的核心。

销售解决即时需求的“止痛药”，而不是预防未来的“维生素”。

区分硬性销售和软性销售，针对不同准备度的潜在客户。

营销漏斗是构建盈利性营销活动的关键，通过一系列步骤提高客户终身价值。

客户终身价值（CLV）是衡量营销成功的重要指标。

营销漏斗的每个步骤都应该与产品或服务的整体客户旅程相匹配。

正确的放置是确保营销活动成功的另一个关键因素。

专注于目标客户所在的平台，避免在无效的渠道上浪费时间。

使用度量和分析来确定哪些营销策略有效，哪些无效。

通过关键绩效指标（KPIs）和投资回报率（ROI）来量化营销活动的成功。

营销的最终目标是吸引更多客户、增加收入和盈利。

营销活动的设计应基于逻辑和数据分析，而非情绪。

Transcripts

in this episode I'm going to be showing

you the five steps you want to go

through that will immediately improve

the effectiveness and odds of success

for any of your future marketing

campaigns whether you're wanting to

launch a new Instagram marketing

strategy or Facebook Ads campaign or

email marketing strategy or YouTube

content or anything like that it's all

the same and it's all gonna rely on

these five common principles and

fundamentals that are behind some of the

most successful and profitable marketing

campaigns you see today that's why I'm

going to be pulling back the curtains

revealing everything inside that I use

inside my business for all of my clients

and all of my students to help them

generate those multi-million dollar

campaigns so you can do the same all

right let's get to it

hey there Adam on our tear marketing

strategist' and welcome to the marketing

show

alright I've said it before but it's

worth saying again if you fail to plan

you're planning to fail that's the right

way essentially when it comes to running

those really strategic really profitable

marketing campaigns you do need to break

them down to their core elements do the

fundamentals to the principles and to

the strategies behind them that makes

things work because when it comes to

marketing way too much emphasis is put

on all of the tactics all the tools and

all these shiny objects you've got one

camp screaming about how Instagram

marketing is the single greatest

marketing tool available to you today

you've got another camp saying that the

only way to succeed online is by running

Facebook ads which are still really good

just like Instagram is but it's never

the Instagram marketing it's never the

Facebook ad it's never the YouTube

content or the YouTube video or the

email or anything like that it's always

the strategy behind it by ensuring that

you've got proper alignment with what

you're trying to achieve and the methods

that you're going about trying to

achieve it and that's what we're gonna

be talking about here today and I'm

gonna be giving you the five steps that

I go through every time I'm planning on

launching a new marketing campaign so

that you can use these inside your

business and inside your marketing to

hopefully get some really great results

as well alright so the very first place

to start

and one if you've watched my content for

any length of time you know I've got to

start here but that's because this is

the single pillar that all of your

marketing is going to be built on and

that is of course your market this is

the who these are the people the

customers the clients the prospects the

leads the whoever it is that you're

creating marketing content for the

reason that everything has to start and

essentially you live and die by your

market is because if you get this part

wrong nothing else is gonna matter after

all if you don't clearly identify and

articulate your ideal target market that

perfect person that perfect prospect

that you're trying to attract well then

you're not gonna be able to come up with

the right messages you're gonna be

advertising and marketing on completely

the wrong channels you're gonna be

saying the wrong things you probably

sang them in places that none of them

are even active or present on so

everything hinges on really

dialing this in first and foremost it's

that important one of the greatest ways

to succeed when it comes to marketing

when it comes to planning and really

designing that ideal campaign is to try

to understand and try to know your ideal

target market even better than they know

themselves one of my good friends likes

to say that the one that succeeds with

their market isn't the one who

understands them best but the one who

makes them best feel understood and this

is totally true but the way you make

them feel understood is by understanding

them because you have to know what makes

them tick you've got to know all the

stuff that's going on upstairs you've

got to know their fears and their

frustrations and their dreams and their

goals and everything they're trying to

achieve so that you can position your

marketing campaign or your business or

your offer as the solution to their

problems and to help guide them to the

promised land so how do you get to know

your target market better well there's

no easy way to do this there's no real

fun way to do this in fact this is

probably the most boring and tedious and

labor some part of the entire marketing

process really comes down to doing some

proper marketing research trying to read

what your customers read trying to watch

what they watch trying to listen to what

they listen to really trying to get into

their heads and understand what they're

going through how they think the words

they use the terminology the jargon all

of that stuff a little bit of a bonus

insider tip here as well a secret that

will really help you to succeed and to

understand them a little better is to

try to pick up some of the books that

are being marketed to them as well for

even more depth than even more insight

here's what I mean let's say for example

that you're trying to do marketing for

financial advisors well of course you

could go talk to financial advisors you

could interview them you could survey

them you could find out what kind of

content they read what magazines they

subscribe to what websites they visit

all of that stuff you could also go to

Amazon and you could look up financial

advisor marketing books and you could

buy all of them which I strongly suggest

you do because it's gonna be really cost

effective to just go buy all of the

books that are being marketed and sold

to financial advisers so you can read

them you can understand what the authors

are trying to communicate what the

authors believe is valuable information

and hopefully the authors have done some

decent research

they're using the right terminology in

the right words and all of this content

you're going to be able to sort of

integrate into your own messaging when

you're talking to your market all right

so the next part is the author now that

you've got that market really dialed in

you know who they are you know what

their problems are and all of that well

now it's time to come up with a

compelling and an intriguing and ideally

and irresistible offer to put in front

of them because nothing's gonna happen

with your marketing campaign until you

make that offer until you go out there

and you put yourself in front of them

and you essentially invite them to do

business with you or to take that next

step

essentially the offer is the what it's

what you're selling and you want to make

sure that you're selling something that

people actually want I totally get it

that sounds so obvious so painfully

painfully obvious it you'd be amazed at

how many times I do an audit or I'm

looking over a client's marketing

materials and I'm reading through

everything and when I get to the offer

it's just not that good not only is it

not irresistible it's really resistible

often it's bland boring vanilla it just

gets completely lost this is why the

offer is such an incredibly important

part of your overall marketing campaign

and of your overall marketing strategy

and you really want to spend some time

here now the beauty is is that the offer

is going to be in relation or in regards

or correlated with your target market so

the way you come up with that really

compelling really irresistible offer is

first by understanding your ideal target

market again what are their pains their

problems on their fears and their

frustrations and what are their goals

and their dreams and their desires and

their aspirations and then your offer is

that bridge that helps them cross the

gap away from all the pain and towards

all the good stuff that they really want

another thing when it comes to offers is

you always want to be trying to sell a

painkiller rather than a vitamin a

painkiller is something that resolves an

immediate need an immediate pain that

they're experiencing right now today

whereas a vitamin is going to help them

ward off some future problem or future

issue or essentially something that

they're not really experiencing right

now today which means they're far less

likely to act this is why something I

always say when I'm taking a look at

offers is you want to sell them what

they want and then give them what they

need later

there's no point here and going out

there and trying to

change the world with your great product

and your great service by telling them

about all the future benefits they could

experience when they just don't want it

right now sure they might need it but

they don't want it so they're not gonna

buy it much better off to just sell them

what they want listen to what they want

give them that and then try to wrap in a

little bit of the good stuff that's

going to help them because that's of

course what's really gonna make the

impact and the change in their lives the

other thing that's important to talk

about when it comes to offers is the

difference between a hard offer and a

soft offer or a direct offer and a

transition offer you see there's going

to be a small percentage of your market

who's ready to act right now they've got

the credit card in hand they're looking

for a solution and they're ready to buy

but this typically makes up only around

three percent of your potential target

market this is where you want to come

out with that hard offer with that

direct offer and say alright here's the

solution to your pain here's how much it

costs here's how you buy it this works

great but what about the other ninety

seven percent of the market who's not

quite ready to buy right now it might be

ready to buy at some point in the future

maybe the near future maybe even the

medium or far future well this is where

we come up with the soft offer or

transitional offer and this is a really

low barrier really easy to do type of

offer that's going to be something that

requires very little commitment on their

part but still gets them to take that

first step that micro commitment this

could be something like free download a

free pdf or guide or cheat sheet free

video series anything like that you've

all seen them before

you've downloaded them before you know

exactly what I mean this helps to bridge

the gap and it allows you to make that

hard offer later when they're ready all

right the third element that you need

when you're planning out an effective

marketing campaign is a marketing funnel

or a sales funnel essentially when it

comes to creating really profitable

really effective marketing campaigns

that initial sale whether it's a hard

offer or a soft offer well this is just

one piece of the puzzle and the way that

massively profitable campaigns are built

are through a series of different steps

that you can guide and walk someone

through which gives you a higher

likelihood of increasing customer

lifetime value or CLV CLV customer

lifetime value is probably one of these

single most important metrics you could

ever know when it comes to marketing

because this tells you the lifetime

value of a customer to your business

the higher the value of the customer the

more that you're able to spend to

acquire that customer and the more

revenue potentially profit that your

business can generate this is why if

you've got a business that just makes a

one-off sale for say a hundred bucks

it's gonna be really hard to scale

because you're gonna have to repeat this

again and again and again

with all kinds of different clients and

customers on the other hand if you sell

something for a hundred bucks right away

then you offer an upsell or a down sell

or a cross sell any of the other cells

or you offer a subscription service or a

continuity or a membership or a back-end

high ticket offer or any of these other

kind of marketing terminology jargony

words that essentially just mean ways to

provide more value in exchange for

different levels of service well the

greater the likelihood that you're going

to increase that customer lifetime value

which gives you a way bigger marketing

budget to play with and allows you to

deliver way more value when more

services to your customer the point here

is to understand and to appreciate that

that initial sale is really just one

piece of the puzzle and you've got to

make sure that you understand how this

marketing campaign how this offer how

this product or service or whatever it

is you're selling how it fits into the

overall picture and the overall customer

journey so that you continue to offer

greater and greater levels of service

and generate greater greater levels of

revenue alright time to talk about step

number four which is placement and one

of the few areas that I see people still

making a ton a ton of mistakes that's

costing them time and energy and money

and just wasting all of their marketing

so let's make sure that you avoid that

by doing the right things in the right

place so how do you do that

well it all circles back again to that

market to your ideal customer avatar to

that person that you're trying to market

to you need to really understand who

they are and what they're all about so

that you can understand where they're

spending their time online and offline

so you can go there and ignore

everything else where they are is prime

real estate it's the goldmine of where

your customers attention is everywhere

else is the marketing wasteland places

that they're not active they're not

present so neither should you be it

sounds so simple in theory yet when we

get excited with all the new platforms

and the new strategies and the new

videos that come out saying we need to

be over here or we need to use this

social media network or we need

this strategy well it's easy to

understand why people get caught up in

the excitement and in the euphoria of

finding new untapped markets and new

untapped channels when the reality is if

your people aren't there you really

shouldn't be going there you want to go

where your people are focus there double

down there and your odds of success

increase exponentially it doesn't matter

whether we're talking about traditional

marketing or digital marketing or any

other kind of marketing that ever comes

up the principle is still the same

you need attention you need eyeballs you

need your customers to understand who

you are what you do and how you can help

them and the only way that's going to

work is if you locate where they are and

then put your stuff there all right

let's move on to the next step in

designing a really profitable marketing

campaign which on the surface is

probably gonna sound like the most

boring part but I assure you this is the

most exciting part because this is where

the real money is made and I'm talking

about of course metrics and analytics

the reason that this is such an

incredibly important part when it comes

to designing effective marketing is

because you really need to know what's

working and what's not and the only way

to really do that from a quantitative

point of view is actually take a look at

all your numbers and really figure out

what's working and what's not beauty is

is it takes emotions right off the table

this is not an emotional decision rather

it's purely logical you can just lay out

all the stuff in front of you and see

all right this is providing two-to-one

return on investment this uh

three-to-one return on investment and

this channel is losing us everything

probably unsurprisingly then you want to

do more of that even more of that and

none of that and yet nobody does this

nobody spends the time to really break

down all the numbers figure out what

metrics are important and which ones

they can ignore and figure out which

channels are delivering the results and

which ones are just wasting their time

money and energy this is why you don't

need to have a PhD in marketing

analytics or metrics don't even sure

that exists but regardless you don't

need to have this super super in-depth

knowledge of marketing to understand

what actually works you just need a

basic foundation a really sort of

rudimentary level and understanding of

what metrics and what key performance

indicators or KPIs you want to pay

attention to so that you can sort of put

them against each other in a cage match

where only the strongest marketing

channel wins

for example if you're comparing how much

it's gonna cost you to reach different

segments of the market you want to look

at the metric CPM or cost per mil which

essentially says how much this couldn't

cost you to reach a thousand people if

you want to measure obviously the cost

per click you'll look at CPC and you'll

be able to see which sites and which

metrics and which networks and all of

that stuff is going to provide better

leads there same thing goes with Cpl or

cost per lead or CPA cost per

acquisition all these other terms that

are somewhat confusing but once you've

looked at them enough times it starts to

become really clear and really evident

which channels are making you money and

which ones are losing you money which

comes down to the most important metric

of all ROI or return on investment which

is really what this all is all about

you see marketing's goal is to get you

more customers to increase revenue to

make you money so if it's not doing that

it's not doing a very good job and you

need to hold it accountable alright I

covered a lot of concepts in this video

which is why the next thing you're gonna

want to do in the next piece of the

puzzle is to check out the video I have

linked up right here on introduction to

marketing so make sure to check that out

now and I'll see you in the next episode

PR market research social media content

marketing search engine marketing or

search engine optimization pricing and

pricing psychology