I don’t want you to create ‘marketing.’ I want you to create an EXPERIENCE. 

Because at the end of the day, that’s what marketing is — an experience. 

 And it’s essential to think about what kind of experience you want to create for your audience at EVERY stage — from social media through delivery. 

I love this approach because it gets creative ideas flowing that don’t pop up when you’re focused on ‘marketing’ alone. 

 So what kind of experience do you want to create when someone lands on your Instagram page or hears you speak at an event, reads one of your emails, or takes your course? 

Did your brain just get flooded with possibilities? 

In this episode, I dive deep into… 

  • HOW to use the 3 key layers of marketing to create the ultimate experience for your clients
  • The different experiences you can create and how to pick one that aligns with your values and goals 
  • How to build an epic experience for YOUR specific audience that turns into sales 
  • My process for thinking through the experience I want to create for YOU!

 I know by the end of this episode, you’ll have soooo many new ideas that will totally light you up!  

 There’s just something so much more fun and freeing (and effective) in thinking about marketing as an experience! 

 So check out this episode, and you came up with any new or unexpected ideas, DM on Instagram (@emilyhirsh) and let me know! 

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READ THE EPISODE TRANSCRIPT

Emily Hirsh: 

Hello, my friends happy week, happy March. We are in the last month of the quarter, which is wild. I was thinking like, oh my gosh, we’re gonna go into Q2 planning soon. It is so crazy. I started to map out all of our, um, travel this summer, cuz we do a lot of traveling in the summer because it gets so hot here in Austin. So I, if it was up to me, I would be gone the entire summer, but my husband takes clients in person here. So we have like a constant like compromise that we have to create. So that it’s a win-win for all of us and my kids this year. Um, actually go to a year round school. That’s like six weeks on and one week off all the way through the year. So, so we’re gonna be here a little bit more.

 

And so I’m like, all right, well then I’m going, I’m leaving to Colorado or something to, to hike because I have to leave the heat. So I’ve been planning that out and I’m like, it’s just wild. Like it’s gonna be here in, in a blink of an eye. It’s so crazy. I am coming off the week where we did our free challenge and it was amazing. I have never done a free challenge and I still will have the data and report for you guys post the challenge, um, that I’m happy to share, especially with our market, like a pro members and just the success of it, comparing it to a webinar, which was kind of my goal with it. Um, but it was really fun and it was cool to be in an experience that was so focused on implementation and actually like making progress.

 

And so a lot of the people who participated in the challenge, the ultimate goal was to get their ads live. And so many people accomplished that and felt like they, they made more progress that week than they had in like years, which was really cool for me to witness. So if you’re a part of that, I hope you enjoyed it. It and got some value out of it. It was like the craziest week for me ever, because I traveled, I had this challenge, which meant I went live every day. I had a webinar and I am doing 75 hard. So I have to work out an hour and a half every day. So like that takes time. We were doing this process in my company where I was shadowing all of my manager’s self assessments with their direct reports. And so I had like 25 hours of meetings.

 

I have, uh, my software company, which there’s a lot happening with that. And um, the stuff I can’t share yet, I want to, but I can’t soon there will be like a whole story around the founding of it. And the struggles I ran you. And the times I almost was like, screw this. I’m not gonna make this software, but I’m pushing through. So I was like really maxed out and I was supposed to travel to San Diego again on the weekend. And then I’m going to social media marketing world again. And I was like, I can’t, I’m not going, I gotta cancel my trip. Like I can’t, I was going to her friend’s baby shower and she totally understood, but I’m feeling very caught up and more in a proactive place than a reactive place, which I hate to be in the reactive place. So I hope you’re feeling the same. And your week is off to a good start today’s episode. I wanna talk about creating experience throughout your

 

Marketing. And I think this is a way to look at your marketing strategy that allows you to create something very custom and unique for your customer and it allows, or your potential customer, your prospect. And it allows you to really like take something that’s like maybe a template or a blueprint or something is proven to work that either somebody taught or they did and you wanna replicate it and then create it and make it your own, make it align with your company’s values, with what your customer really wants and just stand out from the noise. And so I have all always looked at marketing in, in a way that is, um, very custom and also is about creating an experience. And I think if you were to boil down to me, not just even marketing, but overall like business and from the marketing all the way through to the delivery you create, whether it’s a customer or a client, whether you have a service or a product, it is truly about the experience you’re creating.

 

And when you shift your perspective to be about this experience and you say, and you ask yourself, you know, how do I wanna create an amazing experience? I feel like it really gets some ideas going that you maybe didn’t think of before. So I wanna talk about this as it relates to marketing and kind of the different layers that you should consider. So with marketing, you really have kind of like three layers where you’re trying to create an experience. The first experience is like that first touch point with your brand, which I would consider is brand awareness. So that experience would be related to the content that you put out. Like when someone lands on your social media profile for the very first time, what type of experience do you want them to have when somebody sees your ad for the very first time? What type of experience do you want them to have?

 

If they hear you speak at an event or whatever, like all of those places where a, a potential customer prospect could see you and your business for the first time, what is the experience you want them to have? Do you want them to be blown away with valuable content? Do you want it to feel like you’re polarizing in your industry? And you’re saying things that others aren’t saying or calling people out, do you wanna feel direct? Do you wanna feel like more emotional and, um, compassionate with your content? Are you more like cheering people on? Are you like, Hey, get your done. Like, what is that experience that you want people to create? And then that can drive your content creation. And so I know, oh, for me, like a couple things that come up in my own business. One of my experiences that I want people to have is I give them constantly the minimum effective dose.

 

Like I create short podcast episodes. I create short videos. I create, you know, packed, filled with content webinars, but very straight, very to the point, like no fluff. And that is an experience that I want to create for my potential prospects. Like the first time that you come into contact with my brand, the experience I wanna create is a really valuable, but also concise, very direct, like straight to the point, no BS type of model. I’m not what, what the experience I don’t create is I’m not like fun. And let me rhyme these words and like play this game and do this thing. Like that’s not me. And it’s not also the experience that I wanna create on the front. And there’s nothing wrong with doing it that way. You just have to be clear your brand and your business and what that experience is that you wanna create.

 

And if you can get clear on that, it will actually help drive the decisions for you. So next time you’re like, what content should I create? Or how should I show up on social media? Or do I record pie podcast episodes? Like you’re able to understand from that perspective, because ultimately that’s what you’re trying to do. You’re trying to create an awesome experience for somebody who comes into contact with your brand the first time, and then you can set kind of standards and best practices, or just overall guidelines for yourself and eventually your team, if you have one, what that experience should be. So that’s kind of like the first layer is your audience. And, and that first touch point, which is brand awareness visibility, the next layer is for leads, generating leads in, in your marketing. And so that comes down to a couple points.

 

First is like, what’s the, what is, is the thing that your potential leads are gonna sign up for to get their information, to count them as a lead? What is that kind of vehicle gonna be? What problem are you gonna solve in that? And then from there, what experience are you gonna create for that leads? So if you do a webinar, is it super interactive? Is it a lot of information? Are you making room for like implementation and Q and a throughout the webinar? Like really? What is that experience you want somebody to have when they go from first, like signing up for them, the moment they decide to sign up as a lead from all the way through, until that you get to your offer, which is gonna be a different phase. So all the way through, like they sign up for a webinar from that point, what’s happening before the webinar, what’s happening, leading up to the webinar, what’s happening on the webinar all the way until you get to your offer.

 

If it’s a lead magnet or something else they sign up for, it’s like from the moment they sign up for that until the point that you pitch your product or service or offer, what is that a experience? And this is where you can really like take time to be creative, to think creatively and think outside the box, and then just ask yourself, like, what is an epic experience I could create? And so some ideas that come to mind is like, maybe you surprise them with something like super valuable in between when they sign up for the webinar and the webinar happens and they’re like, wow, this is amazing. Now I’m 10 times more excited to come to this webinar because you just gave me this cheat sheet that’s super awesome. Or on the webinar, maybe you take the time to, you know, coach a couple of people or bring people on for hot seats, or maybe you’re like super funny.

 

And you like that experience where you’re trying to like bring in humor and, and dancing or whatever it is. Again, it’s like same thing with what I was just saying. It needs to be an alignment with your values, with what you want to represent as a brand and that experience you wanna create. So for me, in, in those time period of when someone signs up for something and then gets to my offer, I’m really huge on a few things. One is the value. I never hold back, giving something away for free. If I feel like it’s gonna serve the lead. And a lot of people confuse value with O over well, and they think like value equals the volume of things. I’m giving somebody and that’s not always valuable. Like part of the experience I always try to create is it’s my job to actually filter out what is the most important and only give those leads the most important thing they need to know, make progress.

 

And so my goal when someone signs up for something, whether that is like a free download or a webinar or whatever that is, when someone signs up for that, then what I want them to experience is I did the heavy lifting of filtering out fluff of adding in like too much context, too much volume of information to make it not digestible. And now I’ve made it really simple, really clear, really digestible. And the second thing is I want constant progress. And so whether it’s a lead magnet, a webinar, a challenge, I wanna create the experience where my leads are able to make some sort of progress. And what I don’t create in my experience is I’m not like having fun. Like I’m somebody who that sounds so bad, but I’m somebody who like wastes zero time. And I actually hate like meetings where you spend 10 minutes talking about like what you did this weekend.

 

And some people love that. And that’s like, totally fine, if that is you. And if that’s the experience, some actual leads too, that is what they want. Like, they want that interaction. That’s not me. And it’s not who I attract and I will never do that. And like, that’s not the experience I wanna create because to me everybody’s busy, like me and you guys appreciate this as my following is like, my podcast are 20 minutes or less usually like it’s straight to the point, no fluff, no extra, like I don’t play games. I don’t. And again, that could be completely part of your brand and that’s fine. And also to considering like, what does your audience want? What does that lead want? And what do they need in order to be ready to buy from you? Which is the next phase. So if you think about like, what is that experience I’m creating that will help you guide?

 

Like, what’s the communication? Like how many emails are you gonna send? Are you gonna send text messages? Are you gonna incorporate Facebook messages to help remind people to show up for your webinar? Are you going to deliver something of them? Are you gonna give them an assignment to do? And then on your webinar, is it super interactive or is it very informational? Do you have a workbook or do you not have a workbook? Like what is that experience? And really just looking at it from that perspective, imagining you are a lead who just signed up for that offer that free offer of yours. And now is that experience all the way from there that minute, that moment to becoming a paying customer, or at least hearing about your offer, which is the third phase. So after we get through that, now we have these leads who have gone through the experience to get to the point where I actually sell my offer.

 

What is that experience for them and what that the sales experience feel like. And that could be the actual pitch on your webinar. That could be the sales page that they go to. That could be the E. That is all of these things. The email follow up that happens in that phase. That could be the actual application they fill out or the, or the call they get on with your sales person or you like, what is that experience want people to have? And how do you make it an experience that just blows their mind, blows their expectation. It really helps them understand the problem they have and the fact that your offer or your product can fill that problem. And so some things to consider in that, you know, experience is, is one like you wanna make, get as easy as possible, always for leads to do whatever the next step is.

 

Get to the sales page, understand the sales page, fill out an application, book, a call. You want that experience to be really, really topnotch. You don’t wanna be rescheduling calls. You don’t wanna be missing calls. You don’t wanna be late to calls. Like obviously those are across the board, very imp, but you have to consider like, what is that experience? And so you can get even de more detailed and say, okay, someone who books a call to talk with our team or talk with me, like we could send them a video, like in between when they book the call and the call happens, or, um, a fun text message or something that just like is sprinkles on top and makes it an awesome experience. And this will make such a big difference in the overall success of your marketing. And it also, I believe gets you out of the place where you’re very much focused on maybe a template or replicating what somebody else does and you stop and think like, no, what is in alignment with my values, with my brand, with my voice and with my customer and what they want, my ideal customer and what they want and what is something unique or really cool, or just something that will wow them that I can implement.

 

And oftentimes these come from like smaller little things that you’re able to implement, which is also why I’m such a big fan of optimizing one single funnel and one single strategy, because that way you are able to make it really epic and an epic experience. And so my focus on this episode was to be about creating an experience through your marketing. But I do wanna add this carries on after somebody buys your product and is just as important, cuz now they’re in the phases of, okay, first impressions. Like I buy the product, I buy the service, I sign up for it. I’m super excited. What’s the net. Next thing that happens. What’s the handover like from the salesperson to the delivery person, like what’s gonna happen in that first interaction with your product, is it gonna allow them? And those first impressions are like so critical.

 

And it’s also how you get people to go talk about your product, talk about your service and share it with other people which helps your business a ton in terms of growth and referrals. And so experience is not just about marketing. It’s also what happens once somebody buys that actually impacts your business. So you can continue on with this exercise and think about, okay, somebody submits their payment. Like what’s the first thing that happens. Are they gonna get a celebratory text message? Are they gonna get a video? Like, are they gonna get an awesome email? Are you gonna provide extra value? How do you go above and beyond? And then the first interaction they have actually using your product or service, what is that experience like? What’s the ongoing experience? Like what is the, you know, feedback experience like how do you handhold them onboard then?

 

Like all of those components are an experience you’re creating and the more you can refine that experience, improve it, make it feel very easy, very, um, fun or valuable, or just like the, you get them like that kind ideal customers and customers like throughout the entire process, love to feel like, oh my gosh, I’m so I I’m so heard, you know, they understand exactly what I need and I don’t even have to say it like that’s the ultimate experience. And so thinking through every piece of your business and, you know, touch point that you have with potential customers, lead ideal customers in the visibility phase and then actual customers will help you refine it and continue to make it better, which we’re almost always, always going to be improving the experience at every place in your business. And if you’re listening to this and you’re like, oh my gosh, I could improve. Like every area, like, you know, I could improve my experience, want you to figure out which one is gonna make the biggest impact in the next couple of weeks, if you were to put some effort into that. So that’s what I have today for you guys. I hope this got you thinking, maybe you’ve got a couple of ideas you can walk away with and go improve that experience. I promise it’ll go a long way in the success of your BI across the board.

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