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TiE XL: Foundations of Digital Marketing Strategy with Jen

May 21, 2025

Lecture Notes: Digital Marketing Foundations

Introduction

  • Focus on Digital Marketing Foundations.
  • Aim: Equip startups/business owners with necessary marketing knowledge.
  • Goal: Develop a marketing strategy.

About the Speaker

  • Speaker: Jen McFarland, Women Conquer Business.
  • Boutique digital marketing consultancy.
  • Offers consulting and online membership for self-marketers.

Understanding Marketing

  • Marketing is about conveying your passion to the audience.
  • Misconceptions exist; marketing should be relatable and based on customer language.
  • Importance of balancing marketing with other business areas.

Initial Steps & AI in Marketing

  • Creation of a marketing strategy, essential for startups.
  • AI prompts for marketing scenarios.

The Marketing Mindset

  • Marketing should not be ignored or undervalued.
  • Balance between no marketing and over-marketing.

Marketing Strategy Development

  • Importance of establishing a clear customer profile.
  • Types of marketing: networking, referrals, SEO, etc.

Marketing Execution

  • Start marketing during product development.
  • Behind-the-scenes content is valuable.
  • Create buzz 4-6 months before launch.

Budget & Resources

  • Optimize limited budgets for marketing.
  • Utilize established products and integrations.

Digital Presence

  • Importance of a website and digital assets.
  • Google Business Profile enhances visibility.

Content and Communication

  • Content should be aligned with customer language.
  • Importance of testimonials and customer stories.

Customer Engagement

  • Customer engagement should focus on retention and advocacy.
  • Use strategic goals to focus marketing actions.

Exercises and Interaction

  • Brainstorm ideal customer profiles.
  • Set SMART business goals.
  • Consider aspirational goals during development.

Community and Networking

  • Personalization and traditional tactics in networking.
  • Tailoring communication to avoid spam.

Tools and Techniques

  • AI apps and prompts for marketing insights.
  • Utilize Google, Bing, and Apple for business profiles.
  • SEO best practices for search visibility.

Sales and Outreach

  • Importance of outreach in B2B marketing.
  • Consider holistic approaches and explore unique opportunities for engagement.

Concluding Remarks

  • Marketing requires consistency, strategizing, and aligning with business goals.
  • Audience engagement and feedback are essential for refining marketing approaches.

Final Thoughts

  • Marketing should be a habitual part of business operations.
  • Continuous learning and adaptation are crucial in marketing strategy.

Throughout this lecture, key emphasis was placed on understanding the foundational elements of digital marketing, the strategic alignment of marketing efforts with business goals, and the importance of audience-centric marketing communication. The integration of AI tools and the adaptation to current market trends were also highlighted as essential components of a modern digital marketing strategy.

Full transcript