Introduction To Marketing | Marketing 101

0:00i've had a lot of amazing marketing experiences in my career being number 30 at facebook i helped them scale to over 50 million users i helped grow mint.com from xero to over a million users as a director of marketing and i've created an eight-figure business with millions of customers at appsumo.com in this video i'm going to condense everything i've ever learned about marketing so that you can start applying it in your business today let's dive in first off what problem are you solving this is the number one thing of marketing i know there's marketing books that what's your market who's your market let's do analysis i don't do any stuff at the end of the

0:28day am i stumbling something important enough that people want to give me money or their attention we built a site called meetfam.com guess what no one wanted meatfan.com it was automatic emails for shopify we tried to do marketing but it was a problem that people didn't really want to switch from their current solution we also built a site called halldrop.com it was a marketplace that showed cool physical ecommerce products again no amount of marketing would solve a product problem so for you how do you actually know if you solve the problem that people are excited about great question first off a do they want to give you money

0:59not do you have to convince them are they excited noah please take my buddy are they not doing that you don't have a problem that's important on the other side of that let's say you're doing content creation maybe a podcast maybe youtube maybe tick tock are you creating content that people are asking for more videos are you creating content that people were saying noah give me more of this as an example i've done videos on hiring no offense no one watches those but when i do videos on how to make a lot of money how to actually grow your business people are like yo give me more of those

1:26so that is how you knew you solved the problem that people want more of so now that you solve the problem if you want more of the second thing is who is that person and a specific example is at mint.com as a director of marketing now the problem we solved was we help people with their personal finances all of you me everyone out there wants more money great problem to solve really really great same as appsumo.com everyone wants more customers great problems now who is actually more challenging than you think and let me just give you a really strong tip the more specific you can choose who your customer is the more

1:55successful you'll be i'm just gonna pen drop that okay the more specific your customer is the more successful you're gonna be so at mint.com we said oh who is really excited to solve their finances already it is much easier to convince people who are already at the gym to work out than to get people to come to the gym to begin with so for us it was a people who are already reading personal finance blogs let's go market to those people and b it was people who are already into new technologies that just got a job that are like hey i like new tech i've got some money let me

2:27see what i can do with it i call them yopos young professionals so that is who we marketed to and we are pretty much exclusively targeting those people through all of our online marketing three is the easy part where are they online and that's actually the easy thing if you've solved the problem and you know who the person is how do you actually find where they are online one you can just ask them and so i generally would try to encourage you start businesses that you have some understanding of or you're the ideal customer so if you're mint.com i was a young professional that liked tech

2:53software and so i won google but then when i found people a lot of times i would do two things i'd say a which person do you normally learn this thing from and that'll tell you who's the influencer or b is there a site or resource that you trust that you find out about these things and you do that enough times you get a list of sites and places and people that now is your marketing opportunities and so that is how you find out where they are online where they online is like that's how you do your ads that's how you do your content that's how you do your youtube

3:21videos or whatever that is but it's the much easier thing once you've solved the first two parts we've talked about some things that are theoretical let's actually break them down with a specific product and i'll walk you through how i would think about the marketing to get you inspired in whatever product or service consulting that you're creating so right now i'm not drinking alcohol but i am drinking non-alcoholic wines and beers and a product that i would be excited to do marketing for and if you're ever interested in trying to be a good marketer just go work at a product you already like one product is called shirley wine so

3:48it's non-alcoholic wines and you can check them out at highshirley.com they're not paying for this promotion i just brought them up because i like marketing things i already like to be the customer up so how do i not now start organizing around being the marketer for this wine brand what would you do if you're now the director of marketing of shirley wine call noah have him do all the work uh it's not a bad idea so how i would start thinking about marketing this product or really anything what i first actually do before i even do the what who and where is i pick a goal i pick a goal so if

4:19you're just like well what's the problem and who's the person where are they and let me just get going you need to know where you're actually trying to end up so if i was doing shirley wine my assumption would be either how many customers do i want to sell by the end of 12 months or by the end of this year or a certain amount of revenue that i want to be targeting maybe it's like hey how do we sell a million dollars of wine this year you have to have a clear goal that has a deadline those are two of the most critical things frankly in any planning

4:42but specifically in marketing so what's the problem that they are trying to solve in making non-alcoholic wine pretty straightforward people that still like wine that want to enjoy the taste of wine but don't want the side effects of alcohol that's a pretty strong problem there's a really growing market you can look on google trends i think we can pull it up here non-alcoholic is a huge growing segment uh and another key thing about the problem you're solving is is this a problem important and unique i think a lot of people they open a restaurant that's the same as everybody else's and they're like why does no one come to mine

5:10like you're the same as everyone else so i love that they're saying wine is a huge category we're going to be the non-alcoholic version all right so now we know what problem they're solving people who want to drink and want it to be non-alcoholic awesome now we're going to say who is the person that is drinking that and again i told you earlier who is the person let's be really really narrow so who would you choose maybe leave a comment below who would you actually choose to think about this person for me i would either choose a man or a woman so i would actually probably

5:36choose women because i think women drink more than men than wine this is stuff that you can start googling online like who drinks what's actually google who drinks more wine men or women so based on surveys women drink more than men so i would choose women now i would even go further than that i would say do i want to target america do i want to target international i'm an american so i would probably start targeting an american country and now even in america can i be more specific than that and you're like really i'm like yeah dog married versus non-married single with kids is in certain states or

6:06not and so how do you actually find this out so i would start talking to women do it via email do it via text do it via whatever is real time to get that feedback and start creating a profile and the more narrow the better so 25 to 30 year old they live in either new york la or sf they probably have a peloton it's always great to find a comparable product that you can actually partner with in terms of your marketing not necessarily the peloton will partner with me but like oh if they have a peloton they'll like this kind of wine they're already healthy they do their sunday fun

6:32days what other things do they like and really crap put a name on it let's just call her stephanie even putting a name on it is really really helpful all right so now we have our goal a million dollars a year now we know it's stephanie in these coastal towns she likes her peloton she likes her sunday fun days but she wants to get healthy and wants to drink less and now it's like well where is stephanie online that's a great question so how do i figure that out especially if i'm not that exact customer i would go back to the people who are who and ask them but that's not helpful

6:56for you so what i would actually start doing to figure some of these things out i would start thinking this person stephanie i would literally just try to go say who is she following on twitter i would then if i could see what is her search history who is she following on instagram what things are she actually watching on youtube and this would start creating a profile of where is this person online so with stephanie she's probably reading the skin she might own a peloton she probably follows a few specific influencers on tick tock on instagram maybe on youtube and i would have to start saying all right well in

7:26my goal of a million dollars here's all the distribution ways i would try to do this sponsorship of an influencer i personally think with wine it's a very you want to taste it and want to have an experience it so now let's organize some of these marketing activities so we know we have our goal and this is what i really like to do alright in the marketing activities to reach stephanie what are the different opportunities so facebook ads content marketing youtube i personally think with this wine a really interesting thing would be offline events so how do you create events in these major hubs with maybe smaller influencers that are

7:54like hey let's have wine parties that i can bring people to and you give them each a bottle or you have influencers drink it i actually really like that the offline stuff especially because everyone's so focused online now i don't know what marketing is gonna work for your business and what i mean by that is marketing that works at appsumo like blogging didn't work for seven years at appsumo now it's finally working but guess what for okdor.com a lot of my audiences come through blogging and mint.com blogging so not the same tactic will work for your business that works for mine so what i like to do is think here's all

8:21the marketing activities to reach stephanie and i basically say how much do i revenue do i think each of these channels will bring in for me to reach my million dollars and what that does is you say wow i really think i can hit a million dollars if i do all these activities and the point is just to help align you towards your goal now the key thing here is once you started doing that marketing on this non-alcoholic y brand you really want to look at the next month and this is two key things and i'm going to talk about this more in a little bit later

8:45but you really need to look at what is working that i need to do double or 10x more of maybe these offline events are working so how do i do 10 of them a day yeah that's how you grow a really large company now if you do 10 a day awesome the thing you also have to be very considerate of i'm gonna put my hands over here is now what am i gonna stop this is the thing that people miss out in marketing all the time and if you get anything out of this video pay attention to this stop and kill things not literally anybody's people but please stop doing

9:11stuff so stop doing things that aren't promoting your product it can actually be twitter and i see people like well i have to have a facebook page because everyone else does you don't so what it does is it takes away time attention potentially even money from the things that matter and especially early on you really got to think about it i'm going to the buffet of marketing trying things out and once i have an understanding of what's working i'm going to really 10x down to take it to the next level so that is what i would do with the wine brand my guess is that facebook ads

9:35would probably be a huge driver with partnerships so looking at other d2c which means direct to consumer health products uh as a way of partnering with it probably tastings so at erowan and other bougie stores in my key markets and probably offline events would be the main drivers that's my guess but i would go try these out and probably a few more see which ones are driving the revenue double down kill and hit your goal at the end of the year so here's some key things i really want to plant your head about how to be a successful marketer can you build marketing into your product meaning

10:03as people use your product can they market it for you example sendfox.com it's email marketing software that we've built so every time someone emails their friend through send fox there's a thing at the bottom it says powered by send fox this has happened with paypal i send you money you get a paypal email you sign up for paypal in your service business in your physical restaurant business in a software business build marketing into your product makes it so much easier turn your customers into your marketers next up retention and keeping your customers is ten times easier than finding new ones it is cheaper to keep her that's just a fact y'all and

10:37i noticed that i get distracted i'm like man i want new views and new subs for this youtube channel but just keeping you my underdog so much happier and making sure i'm doing my office hours with you and putting out content that i know that will be beneficial to your life and career is so much easier than trying to find brand new people think about that in your own business if you have a restaurant this is my favorite and worst example they work so hard to get you in the door or deliver food to you and then they just are like see you later hopefully you'll come back to me

11:00that is so stupid to me really it's so much better to get a phone number get an email get an address and keep in touch with the existing customers you have uh than trying to find new ones so think about that with your own business you want concentration in your marketing hear me out so when someone comes to you and they say i have seen your ads and your business everywhere that means you are marketing a very targeted people extremely well so i want you to work towards people saying i feel like i see you everywhere and i'm not talking about retargeting ads where they show ads

11:27everywhere you're online i'm saying that your ideal customer goes to a youtuber and they say hey i'm sitting this celsius drink and then they go to a tick tocker and then they read a blog post they're like man everyone's drinking the celsius thing sponsored by celsius just kidding it's not but that is great marketing the last key thing to consider for your marketing is 50xing i know people are talking about 10xing these days but 50xing is the new 10xing so if you find anything that works in your marketing 50 exit advertising 50x blog post 50x youtube videos 50x what i mean by that and i've talked to

11:56people about this they're like noah i'm definitely 50xing it you're not i promise you so what that means is that you do it until it's not profitable meaning if you do one video a week and it's working in terms of driving you audience or customers do five a week do 50 a week yes and once you find they're like all right now i'm not getting that many more new views for this work then you pull it back but you can definitely go a lot further than you think i promise you if you want more videos from uncle noah make sure to subscribe to the channel i

12:21put out three videos every single week to help you get your business or side hustle off the ground so look i was the intro to marketing i have done marketing over the past 20 years and i'm still learning a lot of the best marketing i've done is just from a doing it myself and b observing other people that i'm like hey i really like gigantic candy bars and their branding i like how chris h is doing his twitter thing go out and actually observe the world and notice what products you're observing be like oh i wonder how they're promoting and that is also how you can

12:46be a great marketer if you've liked this video and you want to hear about the seven marketing opportunities i am so excited about for this year go watch this video right up here go do that right now and make sure to subscribe the channel if you're not subscribed yet come on now i love you and i'll see you out there you