BUILD YOUR
BUSINESS WITH
MARKETING
BUSINESS SEMINAR SERIES
JANUARY 2022
PREPARED BY
DREW KAIROS
MARKETING STRATEGIST | COACH
MEET DREW KAIROS
Marketing Strategist + Mindful Success Coach = The Perfect Combination
Drew Kairos, a super laid-back overachiever is
determined to help others create success in
their lives.
Drew started his professional life chasing the
traditional route to success, earning 4 degrees
in 7 years. He worked as a lifeguard, security
professional, police officer, attorney, real
estate broker, insurance producer, personal
trainer, dog trainer, and more before shifting
his focus 100% online!
Since that time he has helped his business
clients generate $Millions online and has
helped another 2,000 entrepreneurs and
affiliate marketers master the entrepreneurial
mindset and create real, measurable results in
their lives and businesses.
Drew has experienced many fundamental
beliefs, ideas, and principals that helped him
achieve success in many respects. He’s
benefited from many schools of thought and
learned from mentors of all different
backgrounds and philosophies. The way he
lives his life and the concepts he teaches are a
reflection of those different points of view.
IF YOU'D LIKE TO LEARN MORE ABOUT DREW, PLEASE VISIT:
HTTPS://ALPHADOGSUCCESS.COM/ABOUT
-1-
WHERE TO
START?
Now thatThe Digital
you know Marketing
your audience Framework Has 5 Components
and metrics, you can start creating
Theseyour report. Kick things
5 components all fit off by
together seamlessly.
presenting the big picture. Give a
snapshot which summarizes how you
Here’sare
how youacross
doing can use the framework
all social media to create an entire digital marketing
strategy:
platforms. Here, you can do a health
check and assess how well these
platforms are doing for the reporting
1. Pick one target persona and start at the top-of-the-funnel
period. Remember that you don't
have to jam all metrics in one page. MORE THAN JUST THE
2. Define the digital asset you’ll use NUMBERS, DIGITAL
Make it easy for your audience by MARKETERS MUST ALSO
selecting just the top three or four C R Easset)
A T E and
A CO N C I S E(how
Y E Twill you
3. Decide your medium (where you will put your
important metrics. Then give a few
channel
EFFECTIVE SOCIAL
get people to view
takeaways, your
which letsasset)
you transition
MEDIA REPORT.
smoothly to the other parts of your
report. This is where social media
4. Determine the steps necessary for you to optimize and get the most out of the
reports come in. By tinkering with
channel anddata
some medium
pointsyou
herechose
and there,
social media marketers can tell
middle
5. Figure outmanagers
the nudge and top-level
you’ll use to take people to the next stage of the funnel
executives how their brands are
perceived by their customers. More
6. Repeat
than steps
just the1 numbers,
through digital
5 for the other stages of the funnel.
marketers must also create a concise.
*Repeat steps 1 through 6 for your other target personas. (Optional)*
-2-
TARGET
PERSONA
A target persona is a representation of your ideal customer.
It’s a combination of demographics (age, gender, language, location, etc.) and
psychographics (interests, desires, opinions, values, etc.)
Creating a target persona will help you better understand who you’re marketing to—
beyond just numbers like visitors, leads, or sales.
Imagine if you had to write an ad to sell more camping equipment based on one of these
descriptions:
Description #1: Males between 30 and 45 years old living in the US who like camping.
Description #2: John Jones, a 40 year old business owner, father of a 10 year old,
who enjoys traveling around the US in his RV going from one rock climbing spot to the
next. He is deeply concerned about global warming and tries to reduce his carbon
footprint as much as possible—some of the things he has done include going vegan,
installing solar panels on his RV, and only buying recycled-fiber clothing.
It’s pretty clear which of these will make your work easier, right?
And it’s not just writing copy—ad targeting, partnerships, channel selection, budgeting,
pricing...and many other decisions will be easier once you have a target persona in mind.
-3-
WHAT IS A "FUNNEL"?
NEXT, YOU NEED TO FIGURE OUT WHICH STAGE OF THE SALES
FUNNEL YOUR TARGET PERSONA IS IN.
A sales funnel is just a model for how a person goes from being a complete stranger to
becoming a customer, repeat buyer, and advocate for your product.
At a high level, this is what each stage means:
● Top-of-the-funnel: This is where you seek
to attract or get the attention of as many
people belonging to your target audience as
possible. Think of it as your “mass market”
stuff.
● Middle-of-the-funnel: At this stage, your
objective is to convert visitors from the top-
of-the-funnel into leads. This usually consists
of gathering an email or some other piece of
information that will allow you to contact them
again – even if they don’t make a purchase.
● Bottom-of-the-funnel: This is where you
convert leads into customers. Simple.
● Retention, monetization, and love: The stage
many people forget about. This is where you
try to retain customers (in subscription-based
business, for example), get them to purchase
the same product again or purchase a different
product, or just refer other potential
customers.
-4-
THE DIGITAL
ASSET, MEDIUM
& CHANNEL
Digital Asset is just a fancy way to say “the content the user will encounter/consume.”
The digital asset you use could be a bunch of different things: an email form response, a
product review, a social media post, a video, an image, a banner, a podcast, or an ad on
the radio.
Choosing a digital asset depends on who the target persona is and the stage of the
funnel they’re in—your job is to use this information to pick the best digital asset to use
in each situation.
Once you’ve decided what your digital asset is going to be, the next steps are to decide
where it’s going to live (the medium), and how to distribute it (the channel.)
Your medium could be a website, GoogleMyBusiness, YouTube, Alignable, Yelp, Amazon,
Pinterest, Facebook, TikTok, Instagram, Twitter, or maybe even the App Store.
Once you know the medium, you need to pick the way you’re going to get this asset on
this medium and in front of its target audience—in other words, pick the channel.
Like anything else in your strategy, your channel selection depends on decisions you’ve
previously made.
Certain mediums only allow for a specific channels of distribution, and attract specific
demographics of people.
-5-
OPTIMIZATION
& THE NUDGE
Optimization is, very simply, just doing everything you need to do to maximize the number
of users who get your asset through the channel you picked.
For example, if you pick digital advertising to drive traffic to a landing page, optimization
will include things like testing ad graphics, copy, placement, targeting, budget, CTR, opt-in
rate, etc.
Each channel is a different animal—you need to learn how to get the most out of the one
you choose to use.
Once you’ve picked a channel, you can start digging a little deeper into how to optimize
your results for that respective method.
In simple terms, the nudge is how you push users to the next logical step down the funnel.
The nudge is about avoiding stagnation and producing results.
It’s not enough that you get people to consume your asset. A great marketer always has
to think about what the next step is in the process.
If you have a blog post that’s attracting a ton of new traffic (top-of-the-funnel), a nudge
could be a call-to-action to download a worksheet in exchange for an email address
(middle-of-the-funnel) or to subscribe for post notifications.
-6-
If you’re planning on spending a lot of
THE MOST EFFECTIVE WAY money on a college degree or certificate
TO BECOME SUCCESSFUL in order to learn marketing, our advice is
WITH DIGITAL MARKETER simple: Don’t.
IS BY DOING DIGITAL
MARKETING. You can get a better education online
for a fraction of the cost—and use the
rest of the money to start your own
website, generate some traffic, and get
some actual experience.
TALK TO US
Drew Kairos
Marketing Strategist | Coach
+1 508-847-2488
[email protected]
For Anyone Who Wants To Start An Online
Business & Doesn't Know Where To Begin...
https://DrewKairos.com
People don't need to be saved or rescued.
They need knowledge of their own power &
how to access it..
https://AlphaDogSuccess.com
-7-
