Virginia Johnson’s Post

Smaller marketing teams used to be able to pick a channel and grow. Now you don’t have a choice—you need to have a balanced approach to marketing. Over the past decade, marketers have seen countless channels come on the scene, muddy the waters, and require each channel to demand specialized expertise. Social media exploded (FB, IG, LinkedIn, TikTok). PPC got even more competitive. Different paid platforms emerged & got more complex. SEO grew into an entire discipline...again. Podcasts shifted from audio to video. Video got more attention in the feed. Marketers were forced to chase metrics—each channel fighting for its own ROI to prove worth. And each member of the marketing team fighting for their job. But something critical got lost: the connection to revenue. Marketers drifted from sales. Product marketing and brand marketing faded into the background. Even when marketing influenced revenue, upsells, cross-sells, and retention were afterthoughts. Quarterly business reviews focused on what could be tracked—energy metrics such as likes, website visitors, impressions, clicks… That’s changing. The best marketers today aren’t obsessing over channel-specific ROI anymore. They’re zooming out to see the whole picture: How does marketing drive measurable business impact? When your work ties directly to revenue, everything shifts: ➡️ Alignment becomes mandatory: Marketing and sales work hand-in-hand to drive not just leads, but deals. ➡️ Customer retention matters: So many organizations stop marketing to their customers once a deal closes. Keeping the customers you win is as important as landing them. ➡️ The big picture ROI emerges: Instead of proving each channel’s worth, you focus on marketing’s collective impact on growth. Agencies, too, are adapting. Those closest to revenue are thriving. The ones stuck in isolated tactics and channel metrics risk falling behind or getting squeezed out on margin. The truth? Small, scrappy marketing teams that own the revenue conversation will lead the next wave. Are you ready to connect the dots?

I’ve worked in marketing for over six years, and I've seen a big mistake many business owners make, They post just to post. When people share stuff just to share it, it usually isn't interesting or useful. Always choose quality over quantity! You need a good plan for your social media so that your marketing helps your business goals. Every post should have a clear purpose, and you should be able to see if it worked. ( Yes, even that cute picture of the office dog should have a goal... ) Here’s how you can set goals and see if you’re reaching them: → To get more people to know about your brand Goal: Get more followers and shares. How to check: See if you get more followers and if more people are sharing your posts. Example: Get 100 new followers in three months. Metric: Follower growth, reposts, shares, reach → To nurture your followers Goal: Get more likes and comments. How to check: Count the likes and comments on your posts. Example: Get 10% more comments and likes this month. Metric: Comments, likes, DM’s, mentions → To sell more products or get more customers Goal: Get more people to visit your website and sign up for stuff. How to check: See how many clicked on your website link or signed up. Example Goal: Get 50 new customers in two months. Metric: Website clicks, email newsletter signups, lead magnet downloads, inbound leads → To keep your customers happy and coming back Goal: Make your customers say good things about you. How to check: Look for good reviews and see how fast you answer customer questions. Example Goal: Get 20 good reviews this month. KPI target: Online reviews and TrustPilot rating What you need to remember: Your marketing should be careful and smart. Always check to see how you’re doing and find ways to do better. Here’s how you can do that: - Figure out what you want your business to achieve. - Make goals that are big but can be reached. - Decide how you’ll know you’re reaching your goals. - Set clear targets so you know what you’re aiming for. - Keep track of your results, look at the numbers, and change your plan if you need to Found this helpful? Don't forget to share this for future use!

We’re often asked, “What is the marketing funnel?” – It's a commonly asked question, but it's essential to understand. The marketing funnel is the journey your customer takes with your brand. It can be easy to forget that there are multiple touchpoints (interactions) between your ideal customer and your brand. On average, it can take eight different experiences with your brand for someone to become a customer. So – what are the stages your ideal customer will go through with your brand? 👇 1️⃣ 𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 – This is where potential customers first discover you through various channels such as social media, paid ads, or word-of-mouth. 2️⃣ 𝗜𝗻𝘁𝗲𝗿𝗲𝘀𝘁 – Once they're aware of you, they might start looking at your website, social media, and reviews to see what your brand is all about. 3️⃣ 𝗖𝗼𝗻𝘀𝗶𝗱𝗲𝗿𝗮𝘁𝗶𝗼𝗻 – This is where people are really starting to consider buying from you. They're comparing options, reading reviews, and maybe even adding items to their cart. 4️⃣ 𝗔𝗰𝘁𝗶𝗼𝗻 – The potential customer takes the desired action! This is the success we've been waiting for, but, it's not the last step... 5️⃣ 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗟𝗼𝘆𝗮𝗹𝘁𝘆 – Now, you must focus on retaining those hard-earned customers. Give them a great experience, delight them! 6️⃣ 𝗔𝗱𝘃𝗼𝗰𝗮𝗰𝘆 – When you've truly won them over, your loyal customers become advocates for you, sharing their positive experiences and recommending you to others. This is a great time to ask for reviews. 📣 Each touch point is served by different elements of marketing – this is your marketing strategy. That could be a mix of SEO, paid advertising, social media, and your website. But, the key thing is, they must all work together to achieve that desired action, spanning the funnel and delighting your customer at each stage. ✅

A great marketing strategy is the foundation of every successful business. It’s not about selling; it’s about connecting, communicating, and creating value. What do you think?

The worst marketing scenario for B2B founders: - Copy competitors' content with no direction - Launch new tactics without clear roadmap - Try a new hack, abandon, try another one - Forget to track and analyze results In other words: run in every directions. The worst marketing scenario is when you don't have a clear direction. Or even worse, when you have multiple directions at the same time. One step ahead, two step backs, get lost, then start from scratch again. An unclear direction is devastating for morale: - Lack of clarity → "where are we going with this?" - Decision Paralysis → "what should we do next now?" - Poor results → "prospects are not interested right now" From the market perspective, it's even worse. - "I don't get what they do, it's always changing" - "I think they boost revenue, but not sure how" If you publish content, ads, or headlines and change all the time, your audience won't be able to 'position' you in their mind. You'll remain an unclear noise constantly fluctuating in the background. Good news: there is a clear roadmap to set up a direction. 1. Marketing Strategy: Lay down the foundation You need to constantly define and update the big 6 (Target Audience, Offer, Value Proposition, Positioning, Messaging, Brand Manifesto). They will be your leading light to make all your decisions. 2. Marketing System: Plan your efforts Before trying to publish content, ads or pages, 'think systems' first. You need to install a robust roadmap to organize your marketing actions. For early stage startups, installing a marketing backlog is mandatory (link in comments). 3. Marketing Operations: Reach your audience Becoming 'top of mind' is a game of repetition. You need to spread your messages coherently and consistently across all your channels. If you are solving a PUR problem and communicate how, you'll build momentum. **** Join my free 5-day course about the 5 marketing foundations https://bit.ly/3x3Vc6d

In developing ADAPTABLE BUSINESS BLUEPRINTS various Insights can be Valuable? In focusing this month on RAPID SCALE let us peruse the opportunity to gather FRAMEWORKS and STRATEGIC INFORMATION shared. Feel free to participate in : Gathering of Strategic Business Information for Future Competitiveness and aspects op Adaptability on LinkedIn. Please add if you want to join my journey? Most Businesses struggle to break free from stagnation. We have a proven process that helps to design a new BLUEPRINT for expansive growth. In our times the organisations and individuals that thrive are the very INNOVATIVE and ADAPTABLE ones, who LEARN CONTINUOUSLY. Please note what we offer in Ceobusinessclub.com and mocafrica.com to drive ADAPTABILITY and GROWTH enabling you with world-class designed and tested BLUEPRINTS to GROWTH. Taking you on a lifelong journey of LEARNING. The next Big CEOBusinesslcub.com event is from 29 -31 July 2024 with DR Wong from Singapore. In person at the Klein Kaap Hotel and Conference Centre Centurion South Africa. Book your space - only a few seats are available. Pieter +27833040987 # Adaptability #Lifelong Learning, # Business Tool Innovation # Strategy # Innovation # Digital # AI #Networking,#Dealmaking,#Investing and #Exponential Business Growth

Segmentation on different activities

This is such a crucial reminder for B2B founders! It's easy to get caught up in the whirlwind of new tactics and shiny objects, but without a clear strategy and consistent messaging, it’s like trying to navigate without a map. The emphasis on laying down a solid marketing foundation and thinking in systems is spot on. It’s all about creating a coherent narrative that resonates with your audience. . . . . .. #socialmediamarketing #smm #digitalmarketing #marketing #b2b

🛣️ Have you write clear Marketing Road Map🧐??? If No,,, then don't worry Here is 3 Key Steps to Success 1.Marketing Strategy 📈 Define your goals, target audience, and unique value proposition. A solid strategy aligns your marketing efforts with business objectives and sets the foundation for all activities. 2.Marketing Systems ⚙️ Implement the tools and platforms needed to execute your strategy efficiently. This includes CRM systems, marketing automation, and analytics tools to streamline processes and measure success 3.Marketing Operations 🚀 Execute and manage your campaigns. This involves content creation, social media management, email marketing, and continuous optimization based on performance data. Let's uncover more about Clear Marketing Road Map by Pierre Herubel🌀. By following this road map, you can create a cohesive, effective marketing approach that drives growth and achieves your business goals🪇👇.

Many new business owners ask me: ❓ What message they should be sending ❓ How they should send it ❓ Who they should send it to ❓ How often they should be sending it The what.. The most typical marketing tools are written blog posts containing essential keywords, problem-solving ebooks, email automations, free product or service trials, discounted offers, volume deals, welcome gifts, joining bonuses, discovery calls, live or pre-recorded masterclasses, challenges, quizzes, competitions, workshops, webinars, short videos, explainer videos, polls, graphics and engaging questions. These must outline your mission, address their challenges, and answer any ‘buying prevention’ questions of your target audience. Your marketing should make it easy for the buyer to decide yes! Share content through your various social channels and networks to establish you and your brand as a ‘go-to expert’ authority in your industry. This will lead them effortlessly to a place to sign up, download, or buy from you. Ensure your website is clear, consistent, user-friendly and optimised for conversions. Add a clear and compelling call-to-action on all relevant pages, a guiding beacon that will help your audience navigate your site with ease, and use dedicated ‘fuss-free’ landing pages for specific marketing campaigns. All of this will help the right people to see you’re the real deal. As for the when and where, when and where is your target audience most active and likely to take notice? If you don’t know, find out! Engaging with them through their favourite hangouts will mean they know who you are every time you show up. You can use targeted ads to reach specific demographics to help them feed into your funnel (please make sure your nurture funnel works first before spending money)! 💖 Book a free laser coaching call with me https://lnkd.in/ePTu8JNG