Dan Martell - How To Focus Your Marketing Efforts Using The Traction Bullseye

00:00:00.120 And sometimes things that are working,

00:00:02.800 it doesn't even, they don't know.

00:00:05.500 It's like, it's there, it's actually working,

00:00:07.580 and they say, oh, we need another shiny object,

00:00:09.420 let's go over here.

00:00:10.520 That thing seems to work a little bit,

00:00:11.960 this thing gets distracted,

00:00:14.560 and they end up with nothing.

00:00:26.180 How to focus your marketing efforts.

00:00:27.660 In this video, I'm gonna share with you

00:00:29.040 how to get over that frustration

00:00:30.580 of not knowing what to work on.

00:00:31.840 If you've ever thought, okay, I'm gonna start blogging,

00:00:34.480 and you blog a little bit, and then you're like,

00:00:35.840 I heard that Facebook ads work, so you go to Facebook ads.

00:00:38.380 I heard that webinars work, and you go and do webinars.

00:00:41.560 And at the end of the day,

00:00:42.520 you've got a bunch of stuff going on,

00:00:43.760 you don't know what actually moves the needle,

00:00:45.420 and you're frustrated because you're like,

00:00:47.160 where is my growth gonna come from?

00:00:48.720 In this video, I wanna share with you guys

00:00:50.320 how to focus your energy, decide what things are working,

00:00:54.440 and actually set up an infrastructure

00:00:56.860 to execute your marketing plan like a pro.

00:00:59.560 You know, when I started my company, Maritime Vacation,

00:01:03.060 I did everything.

00:01:04.260 You know, I thought, okay, well, I need to do marketing

00:01:06.200 because, you know, I was more introverted then

00:01:08.180 and more technical, so I did sponsored newsletters.

00:01:11.140 I had a friend of mine that had a newsletter

00:01:12.880 for the local market.

00:01:13.980 We were a vacation rental property site,

00:01:15.780 so he had kind of like a cottage newsletter,

00:01:18.180 so sponsored that.

00:01:19.520 I even heard PPC or Pay Per Click worked really well,

00:01:21.880 so AdWords, so I ran some ads.

00:01:24.180 Then I was like, well, somebody said

00:01:25.460 that guest blogging posts work as well.

00:01:27.700 So I reached out to atthecottage.com and said,

00:01:29.960 hey, can I contribute a blog post?

00:01:32.040 I did everything, but what I didn't do

00:01:34.840 is build any channel that was sustainable.

00:01:36.960 And in this video, I wanna walk you through

00:01:38.720 the strategies that I've come together now

00:01:40.680 over the last 10 years building and scaling

00:01:43.240 software companies to really get the most

00:01:45.020 out of your marketing efforts.

00:01:46.720 The first thing for me is the Traction Bullseye framework.

00:01:49.700 So it's created by Gabrielle Weinberg and Justin Mars,

00:01:53.800 And it really is kind of three rings.

00:01:56.400 So you look at kind of the bull's eye as long shots,

00:01:59.640 midterm, and the core focus.

00:02:02.140 And what you want to do is you want to come up with

00:02:03.740 as many different marketing strategies from webinars

00:02:06.720 to Facebook ads to anything, content marketing.

00:02:10.080 And you kind of put them in this bull's eye based on

00:02:12.020 what you think are going to be more effective.

00:02:13.920 And in the center you have two to three channels

00:02:18.020 that you think might be the best.

00:02:19.520 And what you do is you pretty much just focus on those

00:02:22.060 two to three and then only when those

00:02:23.800 prove wrong, you then move out to the mid-level ideas and then eventually the long shot. So

00:02:29.600 that's kind of, how do you decide what to work on? That's the strategy to kind of fill in the

00:02:34.400 blanks, build out that traction bullseye. Number two is wiring it up for testing. Most entrepreneurs

00:02:41.300 start doing marketing and they don't even have a way for testing to know if it works. So I always

00:02:46.780 tell people, wire up your application, your marketing funnels, anything that you're going

00:02:52.380 to start tracking even, I mean, I've even counseled

00:02:55.140 entrepreneurs that do offline marketing where they have

00:02:57.380 phone numbers, you can actually buy 1-800 numbers,

00:03:00.060 add it to a sign and know if people call that one,

00:03:02.720 they saw that specific sign.

00:03:04.160 You can take the same concept of funnels and apply it

00:03:07.060 to offline marketing but whatever it is, once you decide

00:03:10.000 that's the channel we're gonna go after,

00:03:11.600 you need to wire it up.

00:03:13.640 The third area is strategy.

00:03:16.000 To me, this is the big part, it's like how do you actually

00:03:18.440 spend time focusing on different activities and know

00:03:21.400 that they're having an impact.

00:03:22.500 So the first thing I suggest is do a three month

00:03:24.840 focus strategy plan.

00:03:26.800 Here's the two or three channels,

00:03:28.540 here's the three month window, the 90 days,

00:03:30.380 we're gonna focus on that.

00:03:31.620 Then what you do is you design two week sprints

00:03:33.920 and within those two week sprints you focus on one channel.

00:03:37.480 You start with the assumption what kind of growth

00:03:39.180 you're gonna get, you focus for two weeks on that channel

00:03:41.860 and then if it works out you keep doing it,

00:03:43.960 if not you move on to the next one.

00:03:45.760 But it's a very focused approach and you don't do

00:03:48.660 two or three at the same time because if one's working

00:03:50.700 really well and the others are not,

00:03:52.540 it normalizes and evens things out

00:03:54.200 and you may not know where the opportunity lies.

00:03:56.800 So that's number three.

00:03:57.640 Four, to me, is amplify.

00:04:00.980 Once you know a channel's working really well,

00:04:03.440 you have to double down.

00:04:04.840 You have to amplify it.

00:04:06.320 And there's really two activities

00:04:07.820 that allow you to do that.

00:04:08.820 One is operationalize it.

00:04:10.380 If you know that Facebook marketing is working really well,

00:04:12.960 then you wanna kinda talk to your team and say,

00:04:14.660 okay, what's our process that we went through

00:04:17.260 to actually be successful on Facebook?

00:04:19.260 What are the parameters?

00:04:20.300 and you document it, the whole goal is to create

00:04:22.960 a procedure so that somebody else can execute it

00:04:25.100 or your team can continue to execute it

00:04:27.300 into the long term because a lot of entrepreneurs,

00:04:30.340 they do something, it starts to work,

00:04:32.240 then they're like, I heard that this other strategy,

00:04:35.240 Instagram ads, works really well.

00:04:36.720 You go over there and you do that

00:04:37.860 and you stop doing this one.

00:04:39.320 So once you operationalize it,

00:04:40.920 the team's gonna have it part of the procedures,

00:04:42.660 part of the weekly meetings, part of their KPIs,

00:04:44.860 their key performance indicators,

00:04:46.200 and it will continue to be done.

00:04:47.860 And then the second part of Amplify is invest.

00:04:50.360 So actually looking at your plans, your goals for the year

00:04:53.820 and thinking what kind of capital

00:04:55.440 we're gonna have to invest in this channel

00:04:56.960 to actually make it work and grow for us.

00:04:59.160 So those are the four key areas that you need to focus on

00:05:02.100 if you wanna understand how to make your marketing work.

00:05:04.900 First one is the traction bullseye.

00:05:06.700 Go Google it, get the framework, look at it,

00:05:09.100 identify the two to three channels

00:05:10.540 that you think are gonna be ideal.

00:05:11.940 Second one is wired up.

00:05:13.060 Make sure that all your funnels, all your activities,

00:05:15.900 All your energy is tracked to know which one of those

00:05:18.660 channels are working great.

00:05:20.300 Third is strategy, understanding that we need

00:05:23.780 a three-month plan, not a 12-month plan.

00:05:25.880 We're gonna focus in these two-week sprints

00:05:27.640 and we're gonna choose one channel per sprint

00:05:30.220 to know if it's working.

00:05:31.040 Once we get it wired up, we're gonna have that data.

00:05:32.920 And then the fourth, if you know that that's the one

00:05:35.080 we're committed to, that's the one that feels the best

00:05:37.080 for our brand and our business, we're gonna amplify it.

00:05:40.100 You do that through operationalizing it and investing in it.

00:05:42.960 That's what I got for you today.

00:05:44.260 Hopefully that helps kind of remove the fog

00:05:46.640 in your thinking around marketing and effort

00:05:49.220 and really getting a good feedback loop

00:05:51.100 so you can keep focusing and growing your business.

00:05:53.500 As per usual, I want to challenge you

00:05:55.000 to live a bigger life and a bigger business.

00:05:58.740 I'll see you next week. Cheers.

00:06:00.660 If you like this video, be sure to subscribe to my channel

00:06:03.200 where I will show you how to start and grow your business.

00:06:06.320 I'd also invite you to join the newsletter

00:06:08.580 so that I can send you exclusive invites

00:06:10.440 to events, community contests, and other free training.

00:06:14.260 and if you need more content, more information,

00:06:16.500 more videos right now, check out these couple 0.99

00:06:18.260 that I've got lined up for you.

00:06:19.560 I will see you next week.

Dan Martell - August 01, 2016

How To Focus Your Marketing Efforts Using The Traction Bullseye

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