Importance of Authentic Marketing Strategies

Aug 27, 2024

Lecture on Authentic Marketing

Introduction

  • Focus on authentic marketing and its importance for sustainable growth.
  • Lecturer's background includes experience in growth and business development.
    • Presidency at an internet company with an IPO on NASDAQ.
    • Building and selling a company.
    • Creating a portfolio with impactful investments like Your IZY, a zero-waste makeup line.

Authentic Marketing

  • Definition: Marketing with genuine intention and impact.
  • Resistance faced in implementing authentic marketing.
  • Key aspects:
    • Personal growth commitment.
    • Understanding and measuring one's 'why.'
    • Effective value articulation.
    • Intentional growth strategies.

Growth as Impact

  • Growth is necessary for increased impact.
  • Shipco's results: Over 84.9% of members double their revenue in a year or two.
  • Four essentials for increasing impact:
    1. Commitment to personal growth.
    2. Knowing and measuring your 'why.'
    3. Articulating your value.
    4. Having a strategy and intentions for growth.

Marketing Funnels and Authenticity

  • Traditional marketing funnel focuses on awareness, interest, desire, and action.
  • Common misconception: Marketing aims to get people to buy.
  • Authentic marketing's goal: Increase awareness without pressure to buy.
  • Example: Holy Guacamole's awareness-focused campaign.

Rethinking the Marketing Funnel

  • Shift from a funnel to relationship stages:
    1. Friends - Awareness stage.
    2. Followers - Interest stage.
    3. Fans - Desire stage.
    4. Fanatics - Action stage.
  • Emphasize building relationships rather than pushing for sales.

Time Allocation for Marketing and Sales

  • 70% of entrepreneurial time should focus on awareness.
  • 25% on relationship building.
  • 5% on sales.
  • The importance of patience and effort in building authentic relationships.

Strategies for Building Awareness

  • Determine where the target market is and choose enjoyable activities:
    • Networking, speaking, digital groups.
    • Authentic posts, podcasts, and educational content.
  • Tips for overcoming resistance:
    1. Focus on enjoyable activities.
    2. Start doing, don't overthink.
    3. Schedule time blocks for activities.
    4. Partner with others for accountability.
    5. Reward the activities themselves, not just outcomes.

Overcoming Resistance

  • Importance of habit formation in marketing.
  • Strategies to break resistance:
    • Enjoyable activities, scheduled blocks, accountability partners, and rewarding efforts.

Conclusion

  • Mastering demand generation is crucial.
  • Focus on marketing as relationship building rather than selling.
  • Offer authentic value and wait for the right customers.
  • Upcoming events: 10K Challenge and Difference Maker Toolkit.

These notes highlight the importance of authentic marketing and the strategic approach needed to implement it effectively. The focus should be on building genuine relationships rather than merely aiming for sales.