In this episode, Tom and Curtis explore key foundational concepts of marketing and demonstrate how they use various models — one traditional, one transformational, and one original — to construct campaigns, measure success, and message effectively. They begin with the traditional sales funnel (AIDA) and the importance of understanding the customer journey. They then discuss the RACE framework and the importance of aligning metrics to specific moments and legs of the customer journey. Finally, they illustrate Tom’s “WHY-HOW-WHAT” methodology for content creation and messaging (borrowed heavily from Simon Sinek’s Golden Circle TED Talk).

The conversation emphasizes the significance of awareness, engagement, and the need to nurture potential customers through the funnel to achieve successful conversions. In this conversation, Curtis Hays and Tom Nixon delve into the intricacies of content marketing and the sales funnel, emphasizing the importance of building trust with potential customers through educational content. They discuss the need for relentless content creation to engage learners and nurture their interest, ultimately guiding them through the sales funnel towards conversion.

N.B.: Here is a link to the visuals Tom and Curtis shared during the episode.

Takeaways:

• The duo highlights the pitfalls of skipping essential steps in the funnel, the significance of understanding customer purpose, and the necessity of aligning marketing strategies to maximize customer lifetime value.

• They also explore the power of 'why' in marketing, advocating for a customer-centric approach that resonates with potential buyers.

• Sales funnels are linear (because they describe an evolution of thought process, regardless of timeline); though customer journeys can be varied and difficult to predict or map in a straight line.

• Awareness is the first step in the sales funnel.

• Engagement is crucial for moving customers through the funnel.

• The RACE framework helps structure marketing efforts—especially metrics.

• Metrics should align with each stage of the funnel.

• Skipping the funnel is a selfish and short-sighted folly that can lead to missed opportunities.

• Understanding your audience is essential for effective marketing.

• Conversion requires nurturing and proper timing. Content marketing is crucial for building trust.

• Educational content helps engage potential customers.

• Relentless content creation is necessary for nurturing interest.

• Effective marketing requires patience and time.

• Customer engagement should focus on the customers’ needs, not just the product’s features.

• Marketing should be viewed as an investment, not an expense.

Tom and Curtis delve deeply this week into the intricacies of content marketing, emphasizing the importance of storytelling, understanding the audience, and the concept of the hero's journey in marketing. The conversation highlights the need for businesses to connect emotionally with their audience and to understand their journey in order to effectively communicate their value proposition. The dialogue explores the significance of storytelling in building trust and authority, the necessity of identifying the target audience, and the strategies for creating impactful content on a budget. They also highlight the distinction between building an owned audience versus “building on rented land.”

N.B.:

• Check out Creative Mill here..

• Learn more about Collideascope here!

Takeaways:

• Companies should focus on “being awesome,” BEFORE they begin to think about selling products.

• The hero's journey framework can and should be applied to marketing strategies. But remember: you’re not the hero in the story!

• Mapping the customer journey is essential to convert visitors into an audience and it begins by asking existing customers, “Tell us about the journey that led you here…”

• Customers aren’t buying the product, necessarily…they’re chasing the outcome. Effective marketing examples from brands illustrate the importance of outcome-focused messaging.

• Wait, content isn’t king anymore? Then what is? → Audience first.

Curtis and Tom welcome Dani Dufresne, Executive Producer and Founder of The Aux Company, to explore the evolution of the agency model. Dani emphasizes the importance of building an audience, rather than just having customers. The group discusses and debates insights on community engagement, the significance of branding before marketing, and the need for data-driven decisions in marketing strategies. The conversation also touches on the importance of consistency in messaging and the agility required in today's fast-paced marketing environment. Ultimately, the episode highlights the necessity of understanding your audience and creating a brand that resonates with them.

N.B.:

• Check out The Aux Co.’s website.

• Connect with Dani on LinkedIn!

Takeaways:

• Brands should focus on building an audience, not just customers.

• The new agency model allows for flexibility and creativity.

• Branding should come before marketing efforts.

• Data-driven decisions are crucial for effective marketing strategies.

• Consistency in messaging is key to brand success.

• Agility in marketing allows brands to adapt to changes quickly.

• Understanding your audience is essential for effective branding.

• Sales will follow when a brand builds a loyal community.

• Creating brand magnetism requires authenticity and connection.