A guide to assist creatives into the world of marketing positioning and growth marketing. This was presented to a group of spoken word artists who asked the question...'how can I turn my creative skills or brand into a viable business?' The document seeks to bring creatives the knowledge of marketing and how they can leverage existing tools and opportunities to grow as brands and businesses. I recommend this for all creatives who would like to tap into the creative economy and become profitable
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Digital marketing typically refers to online marketing campaigns that appear on a computer, phone, tablet, or other device. It can take many forms, including online video, display ads, search engine marketing, paid social ads and social media posts. Digital marketing is often compared to ātraditional marketingā such as magazine ads, billboards, and direct mail. Oddly, television is usually lumped in with traditional marketing.Digital marketing encompasses all marketing efforts that utilize electronic devices and the internet. It includes various online channels such as search engines, social media, email, websites, and mobile apps to connect with current and prospective customers. Key components of digital marketing include:
Search Engine Optimization (SEO): Optimizing websites to rank higher in search engine results pages (SERPs) to increase organic (non-paid) traffic.
Search Engine Marketing (SEM): Using paid advertising on search engines like Google to drive traffic to websites through paid search listings.
Social Media Marketing: Utilizing social media platforms (e.g., Facebook, Instagram, Twitter, LinkedIn) to connect with audiences and promote products or services.
Content Marketing: Creating and distributing valuable, relevant, and consistent content to attract and engage a target audience.
Email Marketing: Sending personalized messages to a targeted audience via email to promote products, services, or events.
Affiliate Marketing: Partnering with other businesses or individuals to promote products or services and earning commission based on sales generated.
Influencer Marketing: Collaborating with influencers (individuals with a dedicated social following) to promote products or services to their audience.
Online PR (Public Relations): Managing a brand's online presence and reputation through various online channels.
Analytics and Data-driven Marketing: Utilizing data and analytics tools to measure and optimize marketing campaigns' performance.
Mobile Marketing: Targeting users on mobile devices through mobile-optimized websites, apps, SMS, and other mobile channels.
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Offline digital marketing includes out-of-home advertising, TV marketing
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4. Marketing for Creatives
Marketing for creatives is about Connecting. Sharing.
Explaining. Oļ¬ering.
Itās about building lasting relationships with your audience;
with your clients, agents, managers etc.
Youāre not screaming, āBuy my stuļ¬!ā at random strangers.
Instead youāre issuing an invitation to your tribe, your
audience, to the people you want to work with: āI made this
for you. Would you like to know more?ā
Itās all about being creative and authentic, open and generous.
Finding, then communicating with people who are aligned
with what you do, and interested in ļ¬nding out more.
Circa: 2016
6. āBe not afraid of growing slowly; be
afraid only of standing still.ā
- Chinese Proverb
7. So What Is Growth Marketing?
Growth marketing a kind of marketing that uses data-driven methods to acquire and keep
customers, aiming to increase a company's poetās client base and customer revenue.
It's like a puzzle that combines marketing, data analysis, and experimentation to make a
company poet grow faster.
ā It follows a process and is strategic
ā Itās not based on assumptions
ā Growth without retention is no growth
ā Itās good for you
8. Connecting with your audience strategically, with
data, in order to keep them engaged with your art
consistently enough to keep spending on it
In a nutshell..
9. What do you need?
Objectives
What do I want to
achieve with my
art? Sell it?
Perform on the
biggest stages?
Etc.
This determines
your messaging
and CTA
Audience
Who do I want to
reach with my
art? My friends,
Art
community,decis
ion makers, etc.
This determines
where your
messaging goes
Content
What version of
your art or things
related to it do you
want people to
experience?
This determines
what youāre putting
out there
D.A Tools
How have the
audience been
responding to my
content and how
does it aļ¬ect my
goals
This determines
the previous
Channels
What version of
your art or things
related to it do you
want people to
experience?
This determines
what youāre putting
out there
Agility
10. GOALS &
OBJECTIVES
To start of your growth strategy, you need to
clearly deļ¬ne your goals & objectives. What you
want to achieve from your growth plays a big role
in determining how you facilitate said growth.
Your objectives to be SMART:
Speciļ¬c, Measurable, Attainable, Realistic &
Time-Bound
They will also need to be reviewed periodically to
ensure that data from the market is in line.
11. Examples of Business Goals
ā Drive more sales
ā Grow brand awareness
ā Expand market share
ā Develop stronger relationships with
stakeholders
ā Enter new markets or territories
ā Reach new audiences or demographics
ā Raise more revenue
ā Secure funding
ā Increase proļ¬ts
Examples of SMART Objectives
ā Our business needs 10,000 website visitors,
within the next 6-months from our inbound
marketing activities in order to achieve
revenue of $200,000 from inbound and
content marketing.
ā We would like to increase the number of
inquiries that come from our marketing
communications eļ¬orts by 15% by the end of
October this year.
12. AUDIENCE
At the heart of growth marketing strategies is the
need to gain a deep understanding of target
audiences. Understanding the needs, desires, and
motivations of target audiences is paramount to
ensuring that businesses craft the right message
for the right audience.
By creating detailed buyer personas and
conducting thorough market research, marketers
can develop highly personalized campaigns that
resonate with their ideal customers. When
messages resonate with audiences on a more
personal level, this is likely to foster trust and
loyalty.
13. Finding your Audience
1. Analyze your customer base and carry out client interviews
2. Conduct market research and identify industry trends
3. Analyze competitors
4. Create personas
5. Deļ¬ne who your target audience isnāt
6. Continuously revise
14. CONTENT
Determining the aspect of your art you would
want to share with the world and which format it
would be in is very crucial to your strategy.
To keep your audience engaged, youāll need to
create relevant content consistently. Content is
King, the more content, the more visibility.
Your content needs to be trendy, consistent,
relevant and even shared at the right time.
A simple challenge to build consistency is the
30-Day Stories Challenge.
15. Content Formats
ā Blog posts
ā Email
ā E-books
ā Social media posts
ā Video content
ā Podcasts
ā Landing pages
ā Images and photos
ā Memes and GIFs
ā Quizzes and surveys
ā Polls and opinion pieces
ā Live videos and stories
ā User-generated content
ā Audiobooks
16. CHANNELS
Also very key to the success of your strategy is
the choice of channel you want to share your
content through.
Our target audience + our goal + our content
should inform which channels to use and how to
use them.
Itās basically like picking where to place your shop
if you had a physical product. The wrong location
can signiļ¬cantly hinder your growth
18. DATA
DATA
DATA
One if the Key principles of growth marketing is
the analysis of data. to inform the
decision-making processes. By harnessing the
power of analytics tools and customer insights,
marketers can gain a deep understanding of
audience behavior, preferences, and pain points.
This data-driven approach enables them to tailor
their strategies and tactics for maximum impact.
With the right data, you know what to create,
where to distribute, who to engage even when to
do so. Growth marketing thrives on agility,
experimentation, and data-driven insights.
20. AGILITY
Growth marketing is synonymous with
experimentation. Marketers are encouraged to
test various hypotheses, strategies, and tactics
through rapid experimentation. By embracing a
fail-fast mentality, they can quickly identify what
works and what doesnāt, allowing for continuous
iteration and improvement.
Using tactics such as A/B testing with diļ¬erent
creatives, businesses can identify what resonates
with their audience and what approach they need
to reļ¬ne accordingly.
21. Effective Strategies
Inbound Marketing
Inbound marketing focuses on attracting,
engaging, and delighting customers
through valuable, relevant content and
experiences. By creating blog posts,
videos, podcasts, and other content
assets that address the needs and pain
points of target audiences, businesses
can attract qualiļ¬ed leads to their website
and build trust and credibility over time.
Paid Advertising
Paid advertising allows businesses to
reach their target audience quickly and
eļ¬ectively through platforms like Google
Ads, Facebook Ads, and LinkedIn Ads. By
targeting speciļ¬c demographics,
interests, and behaviors, marketers can
deliver highly targeted ads to potential
customers at every stage of the buying
journey.
22. Rememberā¦
ā Have a clear goal in mind
ā Be authentic
ā You canāt do everything
ā Make oļ¬ers consistently
ā Donāt be afraid to ask
ā Connect, connect, connect
BE CREATIVE
& PROFITABLE