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Ferri - Growth Marketing: Entrepreneurs Toolkit, Brand Psychology for Customer Acquisition, Marketing Secrets for Monetization & Upsell, Facebook & Google Ads Masterclass, Business Management & Strategy

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Growth Marketing: Entrepreneurs Toolkit, Brand Psychology for Customer Acquisition, Marketing Secrets for Monetization & Upsell, Facebook & Google Ads Masterclass, Business Management & Strategy
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Ferri / Paolo
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2020
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Paolo Ferri www.youlearnmarketing.com

GROWTH MARKETING

ENTREPRENEURS TOOLKIT

Brand Psychology for Customer Acquisition,

Marketing Secrets for Monetization and Upsell,

Facebook and Google Ads Masterclass,

Business Management and Strategy

The content contained within this book may not be reproduced, duplicated or transmitted without direct written permission from the author or the publisher.

Under no circumstances will any blame or legal responsibility be held against the publisher, or author, for any damages, reparation, or monetary loss due to the information contained within this book. Either directly or indirectly.

Legal Notice:

This book is copyright protected. This book is only for personal use. You cannot amend, distribute, sell, use, quote or paraphrase any part, or the content within this book, without the consent of the author or publisher.

Disclaimer Notice:

Please note the information contained within this document is for educational and entertainment purposes only. All effort has been executed to present accurate, up to date, and reliable, complete information. No warranties of any kind are declared or implied. Readers acknowledge that the author is not engaging in the rendering of legal, financial or medical advice.

By reading this document, the reader agrees that under no circumstances is the author responsible for any losses, direct or indirect, which are incurred as a result of the use of information contained within this document, including, but not limited to, errors, omissions, or inaccuracies.

Table of Contents

Introduction

How does the future look like? Whats going to happen to our businesses?

Are we at the beginning of a new era or we will soon be back to how It used to be? Some analysts say that our habits are going to change, and so consumers behaviour. But the recent events may just have accelerated inevitable changes, as some of the old models would have soon ceased to be effective anyway. So, what do you need to know to keep your busines running during uncertain times? And what exactly are we talking about when we say the word change ? Well, lets make it simple: at the end of 2019, Corona Virus started spreading all over the world. Social distancing has been one of the main effects, which not only impacted our social life, but also massively changed our working life and habits: no more commuting, no more office work, no more in store shopping, no more dinners and drinks outside, no more clubbing, no more leisure activities, as stores and workplaces shut down for a certain period of time.

At present, things seem to be slowly going back to normal in some countries, while other countries seem to be facing new spikes in the number of cases.

So, I started to asking myself a few questions:

Are these changes temporary or permanent?
Will we live in a post-covid19 world or in a pre-covid19 world?
Regardless the nature of these changes, would some of them have happened anyway, giving the growing importance of digital in society and business?
And most of all: what do business owners have to know to get prepared for the new era?

With these questions in mind, I started writing this book.

My name is Paolo Ferri and over the past years I have been working in the biggest London media agencies where I have been managing some of the biggest brands advertising online. If you have seen or clicked on an advert from top brands selling sportwear, beverages, betting services, cartoons and merchandising of a very famous mouse or financial services, chances are I set it up on the other side of the screen and targeted you using the super sophisticated advertising suites of Facebook, Twitter, YouTube and so on.

Later, I founded youlearnmarketing.com. I started focusing on small and medium businesses and I learnt a completely different game.

In fact, while big businesses have deep pockets and can focus on Brand Awareness (and sometimes their brand awareness is already very high), small businesses cant afford to build their brand online from scratch and invest more money to make the sale. So, in that case, a marketer needs to be smarter and use hacks, tricks and techniques that go beyond the simple online campaign setup. The same techniques that work for a fast food-chain that sells sandwiches in their own branded family friendly restaurants all over the world, may not work for a local pizzeria down the road with a shabby value proposition.

First, because the fast food-chain can spend even 2,000 a day on Facebook to show videos to potential customers (on top of the money paid to the agency that works for them and the money spent to create the videos). Second, because their brand is very well established and they can potentially say or do almost anything they want in their videos, and they will still increase brand recognition. Third, because this investment doesnt even account for half of their marketing budget, therefore they have many different ways to target customers and increase sales.

So, working with smaller businesses is completely different, as you may understand, especially if you own a small-medium business.

So, I was wondering: If I owned a shop, a retail store, a restaurant, a bar, a hairdresser or a local business, what would I do to survive and thrive?

My goal was not writing a book about marketing during the pandemic.

I wanted put my knowledge into a book that could be useful during the pandemic, but most of all after . And that would speak to business owners without being too technical.

In fact, shifting to digital or adapting your business model to include more digital is an inevitable change you need to be ready for.

At the same time, your success will not only be determined by your ability to sell online; your success will be determined by your ability to market your business and create a unique customer experience.
The future is digital. And its customer-centric.

You need to learn how to make the digital pivot you need to keep your business running, but at the same time you need to connect with your customers like never before.
You have to learn how to sell online and expand your business beyond its physical location, but you also need to have an outstanding customer service when people walk into your store.

You need to learn techniques to enter the future, but dont forget old school evergreen techniques to attract customers like in the old days, before internet was invented.

Dont get fooled into thinking that online marketing will solve all your problems, because its a competitive space like any others.

And dont underestimate the importance of your customers, because they represent a real opportunity to make money today.

Most business owners want you to solve all their problems with online marketing. They think that, as soon as you will show their ads online, they should start making money.

But its not just about ads: its about your branding, its about your website, its about customer experience and also about ads.

So, while we run our ads, I believe we should get a bit creative and understand how to reach new customers in other ways, not just let them randomly walk in store and look at them suspiciously, or with neediness.

This way, the digital shift can be more gradual and more effective.

If you talk to most of modern marketers, you will find out that they focus exclusively on online marketing. They know (almost) everything when it comes to bidding, advert specs and campaign types, but they wouldnt be able to tell you how to market your business without a laptop.

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