We’re diving into episode 2 of my “Marketing 2024 Predictions” series, and today we’re going to delve into the power of transforming your marketing strategy by creating experiences that truly resonate with your audience. This key principle is going to elevate your brand and help you stand out in the crowded online space.

 

You’re going to get insights into the importance of prioritizing 3 elements in your marketing in order to build a meaningful relationship with your audience and ultimately generate more sales for your business.

 

Everything we cover today is critical for the success of your business in 2024. Check it out now. 

 

Key Points: 

  • Foundation of Marketing Strategy:
      • What the core foundational principle for a successful marketing strategy is.
      • What to focus on when planning your marketing strategy and how to impact your audience on a greater level.
  • Customization and Authenticity:
      • The tactic that ensures your brand consistently resonates with the unique characteristics and preferences of your specific audience.
      • What to infuse into your marketing in order to connect to your audience on a deeper level.
  • Fun and Creativity:
      • How to create magnetic energy into your marketing that attracts your ideal customer.
      • The secret to finally enjoy creating content and how that leads to more engagement and connection with your audience.
  • Core Marketing Principles:
    • Learn the 3 fundamental principles for effective marketing.
    • Where to put your focus in order to drive audience connection and action.

 

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READ THE EPISODE TRANSCRIPT

Emily Hirsh: 

 

Hello and welcome to Episode 2 of this series, “Marketing 2024 Predictions.” So, if you didn’t tune in yesterday, I did Prediction Number One, which was around navigating the economy in 2024 and everything I have to say around that. Today, we’re going to dive into the second prediction, which is how important it will be to create your marketing into an experience, and I’m going to talk about this in a more detailed way than I may have in the past because this is a core foundational principle that I have around marketing. But I think in 2024, this is going to require even more creativity.

 

So, this week, if you are just tuning into this episode and you’re like, “What’s going on?” We are doing a series. It’ll be 5 episodes, all coming out back to back around my 2024 marketing predictions, and this is a spinoff from our marketing playbook that we released. So at the end of every year, we release a 2024 marketing playbook, and inside of it is filled with strategies that worked, predictions for this coming year. There’s like 50 different exact ad examples that you can click and review. It’s super valuable. It’s 50 pages. It’s based on all of the data and the intel and the strategies that my team has, and then I personally review every word and build it out with the team. So, it’s a huge hit. We’ve already had over 1000 people download it.

 

And you can get it for free at hirshmarketing.com/playbook if you haven’t done so yet, and I don’t think you’ll be disappointed. So these are the predictions that are in the playbook. But I’m going a lot deeper into each one. So, it’s a great, like, in conjunction with the playbook resource to have. So today, we’re talking about creating an experience with your marketing, and I talk about this a lot because I think it’s a core foundational principle that is required for success, and that is basically looking at your strategy and everything you do in your marketing and looking at it from the lens of, are you creating an experience?

 

When you create an experience for somebody, you are thinking about how are you making them feel in this experience? What clarity are you giving them? What are you making them realize? What are you helping them understand better? What are you helping them envision for themselves in the future? That is all what happens in a marketing strategy that leads somebody to your offer. And it’s why it is so much more complex, I guess, but it can be really simple, and a lot more intentional thought goes into all of those details outside of, like, how many posts are you doing and how many emails are you sending and what are the steps to your funnel like? Those are just how you’re going to communicate the experience and lead people from one place to the other, but the actual thing that matters is the experience you’re creating.

 

So, when you think about if you were to put on an event or if you were to go in front of a group of people, you’re creating an experience, right? You would curate and plan and map out that experience that you wanted people to have, what they would do, what you would say, how they would feel. It’s the same thing with your marketing. And creating an epic experience will be the only way to truly stand out in 2024 because the reality is the noise is so loud, and the people focused on the tactics and just the tactics and staying in a box that really doesn’t look at the experience are going to struggle.

So looking at what is this experience that you are creating, and an experience is what’s going to separate your marketing from this transactional, cold robotic feeling to transformational and actually building a genuine relationship. It is the difference between those two things because you have two options with your marketing. You can create a very transactional, step-by-step, robotic strategy where you’re just following what somebody else did or what you think you should do, and you’ve kind of lost touch with the emotion and the experience, or you can create an experience that leverages those steps because they are important—having emails, having social posts, all those things.

 

But it’s not just like you’ve stepped away from that and thought about the experience, and that’s how you create transformation. That’s how you build a relationship. That’s how you build consistency and connection with an audience that then will convert to sales, right? Sales become a byproduct of being able to do this really, really well. So you can look at all your marketing as an experience, and you can break it down into different parts: your organic social media—that is an experience. Sit down with the concept of when someone lands on my Instagram, if that’s your main platform, or my YouTube channel, or my podcast—tunes into my podcast. How do I want them to feel? What do I want the experience to feel like? For me, I could tell you easily when someone tunes into my podcast, I want the experience to be straight to the point. I want it to be short episodes. I want it to be very personal, very transparent. I want them to feel like they are talking to a friend. And that who I am on this podcast is who I am everywhere else, right? I can explain to you how I want that experience to be. That drives my podcast strategy that drives how we create show notes, how we promote the podcast, how I position topics, what I talk about, right? Not the other way around.

 

Getting clear on the experience first is what drives the actual strategy. Of course, you can also look at your funnel, the way that you’re bringing a lead from just hearing about your business for the very first time to buying your offer or being pitched your offer. And obviously, there’s oftentimes a lot of different experiences that happen within there. There’s like the initial maybe first funnel that they enter with their name and email and they join your email list, and what’s that initial experience? And then what’s the ongoing experience? And then are you doing one-off experiences? Like all of those equal an experience. And if you answer the question first, which is super important, how do I want someone to feel when [fill in the blank] when they sign up for my webinar, when they watch my webinar, when they hear about my offer, when they listen to my podcast, when they land on my YouTube channel, when they get my weekly email—how do I want them to feel? Emotion—answer that and see how that might drive your strategy. This also will answer a lot of questions that people often have around what should I do with my marketing? How many steps? How many emails do I send? What do I say? What should my bonus be? All of those things can be answered by first clarifying: How do I want someone to feel? and understanding: Okay, if we get them to feel this way, it’s going to get them to the next step, and so therefore, okay, that’s how many emails I need to send, right? Or that’s what they need to say, or that’s the points I need to make or the angles I need to use, right? It answers itself when you answer that question first.

 

So that’s the biggest thing, is first of all, new year, fresh. We’re on the second day of the year—a great opportunity to take inventory, break down your marketing into all the major parts: your organic content, your social media, your funnel. Maybe you have multiple—each one of those is an experience. What happens when a new lead joins your list, your live launches, how you’re selling your offer, your sales page? Those can all be experiences. Break them apart and answer that question of how do I want someone to feel when they experience that piece of your marketing? And then take that and look at your strategy and look at ways that you can maybe improve, shift, and change the experience.

 

The second piece to this is this is where the unique and customization for a business comes in. Because number one, taking in your audience because they are unique. They are different than my audience and understanding what experience is best for them. Do they want long podcasts? Do they want short podcasts? Do they want interview-type YouTube videos? Do they want more emails or fewer emails? Do they want short emails? Do they want storytelling? Do they want straight to the point, right? All of those things—did they want to take a quiz? Do they want to participate in a challenge? Do they want a webinar? You might be like, “Well, I don’t know.” Well, come up with a few options, right? And then test it. But think about your audience: how much time they have, how they’re feeling when they consume that piece of your marketing strategy when they get it put in front of them. And then answer what is best for them because what is best for them is not always going to be what’s best for my audience, especially when you compare things like the B2B (business to business) marketing and business to consumer—very, very different. Needs to be a very, very different experience because buying, if you’re a business versus a consumer, is a very different decision, right? 

 

A business expense is one thing; a personal decision to purchase and consume is another thing. So the experience you create in your marketing and your messaging around that has to be unique and different. Also, taking into consideration you and your unique authenticity and gifts. Like, if I were to go to your friends and to your family and ask them, “What is your name really, really great at? Like, what can you do that others can’t do? What stands out about you? What are you amazing about?” What would they say about you? And all of those things and their answers—take their answers and ask: Is that infused into your marketing? Maybe you’re really funny. Maybe you’re really direct. Maybe you love XYZ, and you don’t talk about it ever. But you don’t know why you don’t talk about it because a coach told you one time to not talk about it, right? What is your authentic components and your gifts and your unique authentic leverage that we can bring into all of your marketing? Because that is going to tell you how to best deliver content, how to connect, like the messaging of your emails, how you should show up on a webinar. And like, honestly, if I could just tell you guys one thing, this is so important for this year because the businesses and the brands that really nail this in their messaging are going to stand out. People are craving that type of connection with brands. 

 

They will only listen and trust brands who are doing that because there are so many out there who are doing that and are creating that connection. But the way they’re doing it is by truly being themselves and leveraging themselves and leveraging their authenticity in their brand versus trying to be somebody else. And they understand why it happens because it’s so much easier to just try to replicate what somebody else did to create success, but you lose yourself in that process. And oftentimes, it’s a gray area because there are best practices you can learn from somebody, and that’s super valuable, and you can learn from a coach and learn from a company or a program or whatever, but you need to make sure you don’t lose yourself in that process because what will happen is you’ll go down a path, and it’ll be three or six months, and you’ll try this thing and you’ll do everything they say and you’ll implement it all, and it’s still not going to work, and nobody’s going to tell you that that is the problem. And this is hard because we want to be just told do this exact thing, and it will work, and that’s just not reality.

 

So another question to sit with is what are your unique gifts? What is your authentic leverage like? What makes you different? Your experience, your passions, what you love doing, and how can you bring that into your marketing? Because I guarantee you—if you are creating content or writing emails or on a webinar and you feel fully in your body and like you, and it comes easy, and you’re in that flow state—people will connect to that more than if you’re trying to be somebody else because somebody gave you a box and they told you need to fit in this box and need to follow these guidelines and you need to do this. I guarantee you, 100%, put all my money on it, you will convert better because you will connect better when you are being yourself.

 

So looking at this year, how can you bring more of that into your marketing? Because so many of you have lost it because of the noise out there, because everybody’s telling you what you should do. The other piece to this that is something that I’ve been thinking about a lot, which is how can you bring more fun into your brand? Because when we are having fun and we are in that energy of joy and play and lightness, we’re magnetic. And so when you create content from that space and you show up—whether it’s a video or an Instagram story or your webinar, your emails, right—when you create from that space, and I’m not saying, like, make everything silly, but when you are in that place where you’re having so much fun, it doesn’t feel like work, and you’re creating from that place, and you’re showing up from that place, it’s magnetic. Think about the people that you follow and you look up to. They are creating from that space. They’re showing up from that space where you’re like, “I just want some of that good energy in my life,” and you know you have to balance this with the fact that you can’t be happy all the time and perfect all the time, and social media is a highlight reel, and I think it’s very important to be transparent as well. But could you have more fun with what you’re doing? Because usually when you’re having fun, it’s super easy to stand out and connect.

 

And even I have found myself caught up in the must-dos, like you need to check these boxes and get this thing done and launch this thing and do this. And in that process, I will lose some of my creativity and my ability to think outside the box. So bringing back in and answering the question of like, “Okay, what would make my podcast more fun? What would make how I show up on social media more fun?” And this is an answer I’ve given a lot of people when they’ve said to me, like, “I feel misaligned with creating content, like, I don’t want to create content in my business because I hate doing it, and I said, “Okay, well, what if you still had to create content?” So you had that still, but I challenged you and I said, “You have to make it fun.” Like, how could you make creating content fun, and like, no wrong answer. What would your answer be? And every single time, people are able to come up with an answer. I did this on a training, I think it was like a month back, and she’s like, “Well, I love to write. Like, she’s like, I could write all day, but I hate creating video and I hate creating content and.”

 

“Well, yes, like I do think video is really important,” I said. “Okay, what if you just started with writing for fun and writing, obviously, like you need to connect with your ideal customer and be smart about it. Like, don’t just start talking about something random that has nothing to do with what you sell. Hopefully what you sell is fun for you and you could do it all day, like for me, I could talk marketing all day long, I could do this all day long, I love it. It’s easy for me, I’m in the flow state. Hopefully your business has that alignment if it doesn’t, that’s a way bigger conversation. But if you had to make content creation fun or if you had to make doing a webinar fun. Like, what would you bring into that in order to make that more fun and see what comes up? Because for me, this is where more creativity comes and the ability to think outside of the box and get out of the like, you must do this, like, robotic components and it’s. Easy to fall into that, very easy to fall into that and then the last thing I have on this is let’s just say there’s only 3 principles that you have to follow with your marketing. Everything else is open for creativity testing like. I challenge each one of you this year to go try something new. Try something new in your marketing that you’re like, I have no idea if it’s gonna work but it feels super fun and super easy for me and I’m excited when I think about doing it and go do it.

 

Like have that be 1 of your goals. I don’t know what that thing is, I know what it is for me and I will be launching something that’s related just related to this, think about what that thing could be for you, something that you don’t have strings attached to but you would have a really fun time creating and. The intention behind it is to connect to your ideal customer still and let that be a goal, like try something, be willing to fail but also put yourself in a situation where you are having more fun so there are only 3 principles to follow consistency, clarity, and evoking emotion. Everything else is open for whatever you want? Let’s just say that. So what do I mean by this consistency? You have to show up regularly. That’s a rule that I have for you, no matter what you do. Have to show up regularly. You have to be growing your audience and growing your leads regularly because that will lead to sales so consistency needs to be a core principle of everything you’re doing. Second thing is clarity. You can’t go out there and put content or copy or a strategy that’s super confusing because. Nobody’s going to relate to something that’s confusing or overwhelming so clarity in your messaging and your copy to somebody who is reading it at that stage in the customer journey has to be a principle so consistency clarity and then evoking emotion. How do you make someone feel.

 

Something what do you want to make them feel and how are you going to make them feel that when people interact with my brand I want them to feel seen I want them to feel like their success is 100 % possible I want them to feel like they can have it all I want them to feel in. So. Fired I want them to feel motivated I want them to feel lit up I want them to feel like anything is possible. Any dream the limitless possibilities I’m very clear on that and that comes through in everything we do all of our copy all of our content. Strategy my webinars because that is how I want someone to feel and people only make buying decisions or make any decision any decision signing up for a webinar downloading a lead magnet watching your videos consuming your Instagram content based off of emotion I promise you. If somebody feels a connection feels inspired feels seen feels understood feels like they have the possibility that no one’s told them they could do it feels believed in all of those things they will take the action you want them to take. So that’s the only 3 things you have to do with your marketing consistency clarity and evoking emotion the rest you get to decide have creativity test new things see what works see what doesn’t work and you’re going to be surprised how well that this works. So.

 

That is what I have for you guys today creating your marketing strategy into an experience is going to be critical this year because it will be the only way that you can stand out. There is too much noise. I shared this and I think it was 2 podcast episodes ago I think people are going to get more intentional with their consumption this year which means they’re going to get more picky with what they consume and who they consume it from which means you have to rise up to being worth it and how you do that? is you connect. Not about you being worth it. You already are worth it. You already have a ton of value to share with your audience and your leads and your customers. But so often that value is watered down by the marketing tactics. We think we should be doing and the overwhelm that comes with. Do this and be on this platform and post this many times and have this strategy and what if this doesn’t work I get it I get it because I’ve been there and so many people are there but you already like you’ve already made it you already have a seat at the table now. It’s about bringing that out in you and creating that experience for your audience so they can connect and. Truly have that relationship that transforms them, that’s how you get buyers. It becomes so easy to get sales when you operate from that place all right? you guys I will be back tomorrow with episode 3 of the marketing predictions.