t&c meetup #2: the six fundamentals of online marketing strategy

6 Fundamentals of Online Marketing Strategy

by Ewa Wysocka & Samuel P.N. Cook

1. Execution Before STRATEGY.

2. Building The Website Instead Of a FUNNEL.

3. Great Strategy, Poor EXECUTION.

4. Not Knowing Your NUMBERS!

5. Doing SEO instead of CONTENT.

6. Failing To Integrate The PAID TRAFFIC.

7. Running Traffic Without OPTIMISING!

8. Not paying attention to CUSTOMER SERVICE.

8 Most Expensive Online Marketing Mistakes

1. STRATEGY fundamentals.

2. FUNNEL psychology and mapping.

3. EXECUTION process.

4. Defining your NUMBERS (KPI’s).

5. CONTENT integration.

6. PAID TRAFFIC integration.

7. OPTIMISATION.

8. CUSTOMER SERVICE process set up.

Our 8-Step Digital Marketing Formula

“If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem

and 5 minutes thinking about solutions.”

Albert Einstein

⭑ Your PERSONA

⭑ Should you do online marketing at

all?

⭑ Market AWARENESS

⭑ Market SOPHISTICATION

⭑ Your Unique Selling Proposition

(USP)

⭑ Your BRAND STORY

6 Fundamentals of Online Marketing STRATEGY

An ad from 1952 by Marketing Genius David Ogilvy

Plant-based (vegan) diet catering

Our case study

1. General (demographic mainly)

2. Goals and Values

3. Lifestyle and Personality Traits

4. Challenges, Fears and Problems

5. Interests and Hobbies

6. Keywords they would search for

7. Objections to the buying

7 Characteristics of Your Buyer Persona

How to get the info “Do’s and Don’ts!”

Brendon Burchard

⛔ Multiple choice surveys

⛔ Asking your coworkers, friends, or your

MOM!

⛔ Surveying paying clients

➢ Open question survey online (What is your

biggest challenge when it comes to…?)

➢ In-depth one-on-one conversation (sales

calls!)

➢ Cyber stalking :-) Online Forums, Facebook,

etc.

#1 General⭑ Persona’s nick name: New Age Monika

⭑ Food preferences: plant-based only,

possibly gluten free

⭑ Age: 30 - 40

⭑ Gender: Female

⭑ Marital status: Single

⭑ Location: Warsaw

⭑ Occupation: Freelancer, preferably in creative

niches

⭑ Annual Income: 70 000 - 120 000 PLN

Frank Kern

Brendon BurchardQUOTE: “Vegan is The New Sexy”

#2 Goals and Values⭑ Goals Directly Related to The Offer:

following plant-based diet that is tasty,

nutritious and diverse,

⭑ Other Relevant Goals: self growth,

traveling, being able to afford her lifestyle,

hanging out with like-minded people

⭑ Values: freedom, creativity, fun, growth

⭑ Dislikes: aggression, boredom, rules and

processes

Frank Kern

Brendon Burchard

QUOTE: “Vegan is The New Sexy”

#3 Lifestyle and Personality Traits

⭑ Eating habits:breakfast at home, vegan

restaurants and lunch places during the day,

vegan home cooking in the evenings or

eating with friends

⭑ Personality traits (MBTI): intuitive, self-

aware, creative, eloquent, can be selfish and

too individualistic

Frank Kern

Brendon Burchard


#4 Challenges, Fears

⭑ Challenges: vegan diet can be costly

and takes too much time

⭑ Fears: doesn’t want to be labeled

ethical vegan

⭑ Can suffer from: lack of focus, periods

of melancholy and depression

Frank Kern

Brendon Burchard


#5 Interests and hobbies

Frank Kern

Brendon Burchard


⭑ Gurus: Joel Fuhrman, Agnieszka Maciąg, Beata

Pawlikowska

⭑ Facebook Pages: /vegemiasto, WiecejWeganskich/,

/otwarteklatki, /veganhearo

⭑ Blogs: OlgaSmile.com, agnieszkamaciag.blog

⭑ Brands: Krowarzywa, BioOrganica, BioPlaneta,

Acaimania

⭑ Movies: Fat,Sick, & Nearly Dead, Forks Over Knives

⭑ Other hobbies: yoga, meditation, spirituality, self

growth, “she is a foodie”, art

#6 Keywords Monika would use if she was

looking for your kind of services

⭑ ‘vegan catering’, ‘vegan home

delivery’, ‘vegan diet plan’

Frank Kern

Brendon Burchard


#7 Objections and decision making

⭑ Objections that could stop her from buying:

○ “This will not be truly vegan”

○ “I am very particular when it comes to

taste”

○ I actually like to cook by myself

⭑ Role in decision making: makes decisions

for herself

Frank Kern

Brendon Burchard


The number of searches for just ‘vegan diet’ in Poland is not so big and is not showing growth over past year...

The Facebook targeting potential is also niche in this field...

What about this Persona?

#1 General⭑ Persona’s nickname: Healthy Busy Ewa

⭑ Food preferences: healthy but not no

particular diet

⭑ Age: 30 - 40

⭑ Gender: Female

⭑ Marital status: Unmarried but in a stable

relationship

⭑ Location: Warsaw

⭑ Occupation: busy professional

⭑ Annual Income: 60 000 - 400 000 PLN

QUOTE: “HeaLTHy Is Productive”

#2 Goals and Values

⭑ Personal Goals Directly Related to The

Offer: Improving her productivity, digestion,

beauty, overall health, all while staying busy

and productive.

⭑ Other Relevant Goals: Career, personal

grow, maintaining and growing meaningful

relationships

⭑ Values: Growth, productivity, competence

⭑ Dislikes: Wasting time, confusion, stupidity


#3 Lifestyle and Personality Traits

⭑ Eating habits: Breakfast at home, lunch on

the go, evening food at home or out with

friends, trying to make healthy choices

⭑ Personality traits (MBTI): Driven, to-the-

point, can be “Bossy” and controlling


#4 Challenges and Pain Points

⭑ Challenges: No time to prepare good quality

food for herself and her boyfriend; when you

eat out, how do you know the food is healthy?

⭑ Fears: getting unhealthy or fat because of

career choices

⭑ Can suffer from: stress, burnout, bad work-life

balance, unstable weight.


#5 Interests and hobbies⭑ Gurus: Anna Lewandowska, Kathryn Budig, Marie

Forleo, Kris Carr, TONY Robbins

⭑ Facebook Pages: /portalyogipl, /projektegoistka,

/biegigorskiepl

⭑ Blogs: crazysexydiet, hpba.com,

⭑ Brands: BioPlaneta, RiskMadeInWarsaw,

NewBalance

⭑ Movies: Hungry For Change, Food.Inc

⭑ Other hobbies: sports and traveling: running,

fitness, yoga, scuba diving, traveling, hiking


#6 Keywords she would use if she was looking for

your kind of services

⭑ ‘box diet’, ‘healthy lunch delivery’,‘diet

catering’, ‘healthy catering’, ‘catering

warszawa’


#7 Objections and decision making

⭑ Objections that could stop her from

buying: is plant-based really healthy? my

boyfriend will freak out when he hears

“vegan”...

⭑ Role in decision making: makes decisions

for herself or with her significant other


Are there more Personas?

Can you have them all?

DEFINE CORE DESIRE (or PROBLEM!)

CORE DESIRE

⭑ She wants to be more

healthy without sacrificing

her career or lifestyle

(Self-Esteem)

Frank Kern

How much she knows today about the way your product satisfies her DESIRE?

What is Your Market Awareness Level?

4 Levels of Awareness

Level 4 Super AWARE!

Level 3 Aware of your product, but does not want it

Level 2 Knows what she wants, but does not know

you

Level 1 Aware of the PROBLEM only (unrealised

desire)

The follower base of Polish people who are thinking about healthier way of life is quite big right now

There are even people in Poland actively searching for diet catering solutions

How many products have been there before you?

What is Your Market Sophistication Level?

Looks like the market might be just switching from Sophistication Level 2 to Sophistication

Level 3!

Google Trends for Healthy Catering in Poland

The interest in healthy food catering is growing and we might witness ‘boom’ in this industry in near future

Verbalize Your Unique Selling Proposition

⭑ CORE DESIRE: wants to be more healthy

without sacrificing her career and lifestyle

(Self Esteem)

⭑ AWARENESS: she knows what she wants but

does not know you

⭑ SOPHISTICATION: there are few competitors,

you need to show her the better way

Write YOUR Idea for Unique Selling Proposition of plant-based diet catering service

for Healthy Busy Ewa and send to [email protected] before March 10th

Win semi-vegan :) lunch with Ewa & Sam!

mailto:[email protected]

mailto:[email protected]

Tell Your Brand Story⭑ Upgrade Your Story at Each Level of Market Sophistication

○ Emails/Copy (Tell your Story)

○ Design & Font (Be consistent and Thoughtful)

○ Photos (A picture speaks 1,000 words)

○ Online Videos (No Better Way to tell your Story)

○ Earned Media: News Articles, News Stories (PR)

○ Big Branding: TV, Movies, Endorsements, etc.

Telling Your Story Does NOT Have to

be Expensive

Plant-based (vegan) diet catering

Our sample case

‘Your Funnel Psychology and Mapping’

March 16th, 7pm, Google Campus Warsaw

Video production & Photography by projecton