Process

Enter the Mental Marketing Model

Here’s a quick overview of the model I use whenever I start working on a new project. 

It’s primarily useful for new businesses and start-ups with no set brand voice or marketing strategy. 

But it can also be helpful for established businesses that aren’t getting the desired ROI from their current marketing efforts. 

Regardless, it’s a great exercise to go through regularly, no matter where you are on your journey.

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1. Customer Clarity

Customer Clarity is where we research your target audience to discover their frustrations, fears, desires, and wants. That gives us a long list of problems we can potentially solve for them.

2. Competitor Clarity

Competitor Clarity is where we look at your closest competitors to discover their strengths and weaknesses. That helps us understand where we can potentially compete with them.
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3. Perfect Positioning

Perfect Positioning is where we take everything we’ve learned from Customer Clarity and Competitor Clarity and use it to position your business relative to your direct competitors so you can get the attention of your potential customers.

4. Choose Channels

First, we want to look at the channels where you can reach your customers and where your competition isn’t very present. That could be social media, email, blogs, or paid ads.

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5. Create Content

Second, we’ll want to create some pieces of content for those channels and center it around your customers’ needs and the solutions you can offer them, which your competition can’t.

6. Set Schedule

Finally, we should create a schedule based on the kind of content and channels we decide on. For SEO, we’ll want a blog post every week. For social media, it’s good to post content daily.

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7. Test, Test, Test

Testing your assumptions is crucial in marketing because it’s the only way to find out if your theories hold water. That way, we can see whether or not it’s worth investing more resources.

8. Evaluate Engagement

It’s time for the moment of truth; how much engagement is your content getting? Here, we look at your open- and click-through rates, likes, comments, website visits, and conversions.

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9. Adjust Accordingly

Now that the results are in, we can adjust accordingly. Maybe we need to change the content itself, or maybe we need to change our expectations of how well it can realistically perform.

Rinse and Repeat​

So that’s it. We’re back at the beginning with a lot of valuable insights. Now we can update your buyer persona, change your USP, optimize your content, or choose a different channel entirely. 

The advantage of this model is that it can be applied to any kind of business or industry. And every time you go through the three phases, your content will be better along with your ROI.

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