What each chapter covers
Introduction 0:00
Why every successful business has marketing behind it, and what this lesson covers.
What is marketing? 0:21
Marketing is more than ads: understand people, make what they need, reach them and bring them back.
Traditional marketing 0:41
TV, radio, print and billboards: wide reach and prestige, but costly and hard to measure.
Digital marketing 1:05
Social media, Google, email and WhatsApp let you choose who sees you, measure everything and talk both ways.
Which is better? 1:34
Use both together, and start from where your customer is and how to reach them for less.
The market 1:49
Segmentation, targeting and positioning: who your customer is, their problem, and why they should pick you.
The marketing mix 2:18
Product, price, place and promotion, and why ads only speed up failure when the first three are wrong.
The customer journey 2:43
Awareness, interest, comparison, purchase and loyalty, each with its own content and message.
The brand 3:10
A brand is the feeling your name brings to mind; logo, colours, type and voice must stay consistent.
Content 3:23
The 80/20 rule, a hook in the first two seconds, mixed formats and posting consistently.
Paid ads 3:45
Ads speed up what already works: start small, test several ads and scale the winners.
Google 3:57
Keep your Google Maps profile current with real photos and ask customers for reviews.
WhatsApp and email 4:12
Your cheapest customer already bought from you: message past customers, with their consent, at the right time.
Measurement 4:25
Know three numbers: cost per new customer, yearly value per customer and return on ad spend.
The plan 4:41
Six steps: a dated goal, a defined customer, one message, the right channels, a budget and weekly review.
Summary 5:11
Understand people, make a clear promise, build a repeatable system and measure it.