Marketing strategy
Post LinkedIn lead magnet · Marketing strategy
Early in my career I drove 120M views on YouTube. In fact, my strategy was so successful that Google made my case study into an ad campaign. (yes, that's me!) Here are the principles that made it work then and what I'd do differently today: #1. Be totally obsessed with your client journey. To do this, you need to understand your ideal client. My ideal client happened to be a 4-year old. I poured over popular kids TV shows, read books they loved, hung out with my ICP on the playground. You can do the same thing no matter what product you sell. -What questions they have in the buying journey? -What goals are they solving for? -Where do they go to get information? -How do they consume content? -What type of language do they use? (Pro tip: Feed your Gong transcripts into ChatGPT.) -What motivates them? -What scares them? -- (The best CRO I ever worked with said, “Find their pain point and stick your finger in it and rub hard.” Graphic, but unforgettable. Brad Myers) And create content that fits in with that journey. #2. Be lean and have a good mic With just me and a part-time videographer, we produced 47 videos in one year. We built a recording studio in the office and made a dolly out of PVC pipes we bought from Home Depot. People will forgive low production value. They will not forgive bad audio. If you invest in only one thing, make it a good microphone. #3. I’d break my video content into three categories: Drive Traffic: Start by turn your top 5 performing blogs into videos. Retain Clients: Build a library that teaches customers how to get more value from your product. Close Sales Faster: Address your top objections head-on in video form. Here's what I'd do differently today: #4. Invite your ideal client to create content with you. Instead of cold outreach, I’d take my top 50 target accounts and invite them onto a podcast or video series. It’s a warmer way to start a conversation and build a deeper, more meaningful relationship. From there, I’d slice the conversation into highlights and distribute them across social channels. This does three powerful things: --> Builds brand association between them and you --> Positions you as a thought leader with your audience --> Creates a flywheel of content that attracts more of the right people I’m running these exact plays with a few clients right now, helping them turn audience insights into content that drives sales. If you want to see what that might look like for your business, DM me and I’ll share a couple of examples.
Mécanisme lead magnet
DM me and I’ll share a couple of examples.
