Uma parte dos entrevistados são executivos de longa carreira, que por terem chegado ao ápice – ou próximo disso – conquistaram relativa estabilidade e mais liberdade de escolhas.
Alguns planejam uma futura transição de carreira, como exemplo, cargos de Conselho ou mentorias (alguns, inclusive, já transitam nesses dois universos paralelamente).
No geral, buscam deixar um legado, compartilhando experiência e conhecimento adquiridos ao longo do tempo.
GERENTES
Senioridade: ++
Aqueles que se encontram na metade de suas vidas profissionais buscam alavancar carreira no mercado corporativo (onde estão agora ou em uma nova empresa), firmando sua marca pessoal e tornando-se referênciano mercado.
Encontram desafios ligados à falta de tempo, resultado de uma jornada intensa de trabalho, que tenta equilibrar com a vida pessoal e estudos.
EMPREENDEDORES
Senioridade:++/+++
Após uma temporada no mercado corporativo, alguns enveredaram para o caminho do empreendedorismo, seja criando novos negócios /startups ou prestando serviços de consultoria /mentoria /coachs.
Apresentam desafios ligados à aquisição de skills necessários para empreender + crescer /escalar o negócio, com o uso da tecnologia, sem perder a autenticidadee o lado humano das relações.
Mapping out the customer journey, taking someone who has no idea who you are and walking them through all of the steps in order to become a lifelong an loyal customer, a brand embassador, someone that loves you and what you do, and will tell everybody just how great you are.
Hey your new, lets start here, give you thing, nurture, provide some value, follow up, have questions, continue offering the next step in order to become a customer.
To map out a marketing funnel start at the end and reverse the engineer the process. Work your way backwards.
Sales - visit the sales page - click a link - get into content or email
Find gaps and leaks - areas where you are losing people. Problems with:
bad message that doesn´t line up
conversion issues, people clicking over your sales page but are not opting in or buying
issue of congruence, people joining your email list but don´t open your emails, problem of what it was promised and what was delivered
Collecting bad emails
Low closing of sales calls, pricing expectations, objections, etc
Geographics - city, state, province, country, principality, municipality, neighborhood
Phychographics - values, attitudes, lifestyle, beliefs, organizations they are part of, religion, political learnings
Miracles & Miseries
Miseries (all things they are trying to get away from) - fears, problems, pains, frustrations, nightmares
Miracles (all they want and are trying to move towards) - dreams, goals, desires, aspirations
A solution without a problem is completely meaningless
Miseries and miracles form a gap from where they are and want to be = marketing build the bridge
Campanha
Canais
Email
It works, everybody uses: your customer, your doctor, your accountant your lawyer
It is effective but its hard to find accurate lists for cost effective prices
Take a look at their overall email strategy - increase in profitability, customer relations, sales.
Need a lead magnet: a bribe, a freebie or content upgrade, something to give away in exchange of a customer address. Newsletter
Email frequency, once a week bare minimum, once every 2 weeks is unacceptable, once a month no way. Email open rate example of 30%
Large lenghts of time can lead to unsubscribe and spam.
Studies show that marketing via email provides 3800-4400% ROI - ????
Video Marketing Strategy
Start with stories, insight, tip, to upload on Instagram Facebook, and other platforms. One step further, Instagram Reels, Tik Tok and You Tube Shorts
Present and active
Linkedin - B2B Community
Facebook - 35 to 40 yo and older
Instagram - 25, 30, 35 yo
Tik Tok - younger though getting older quickly, 20, 30, 40, 50 +
X - younger and urban
Pinterest - Women
You Tube - neutral territory for all people and all things
Others - Reddit, WhatsApp, Snapchat
Criativo
Content type
Text based content, audio content, video content, visual graphic, infographics, visual diagrams
Different lengths of content - long, short,
Long - For text is a blog, for audio is a podcast, and for video is You Tube
Short - For text is tweets, for short captions is Instagram, Facebook posts, LinkedIn posts. For audio, short podcasts, clipping with video elements added,
Video - short form vertical video, Instagram Reels, You Tube shorts, Tik Tok
Preço
CLV - Customer Lifetime Value (LTV)
Value can be revenue, profit. Knowing this you can invest more in Marketing and content because you know how this will return to the business.
Find ways to encourage and increase retention - sell more, more often, increase price, upsells, cross sales to solve problems that the customers have.
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Insigths e takeaways