Does your business have a plan? Create an easy marketing strategy in under one hour built around lean startup concepts; leverage to catapult your business forward in 12 specific, actionable steps.

1. Does your business have a plan? Create an easy
marketing strategy in under one hour built around lean
startup concepts; leverage to catapult your business
forward in 12 specific, actionable steps.
Build a Lean Startup Digital
Marketing Strategy
DigiMarCon Cruise 2016
Presented by
Miss.Jena.Apgar

2. Launching a new business and have
nothing to start.
MarketingPlanif…
You Might Need a
Building a Lean Startup Marketing Strategy
Show
Me
your
Plan!
Think a USP is the name of a major
mail distributor in brown shorts
Spent a large amount of money on
advertising with little to no return.
Think a Client Avatar is the next blue
face of the company
Your wife keeps calling you the “man with out
a plan” and you don’t know why

3. SocialMediaManager&DigitalMarketingConsultant
A social media manager is responsible for
being the brand on social media. They create
content, respond to comments, answer
questions, and much more as the
brand. Social media managers, more often
than not, deal with people who have a
relationship with, or have heard of, the brand.
Jena Apgar
Founder of @BrandDotBlog
You’re a What?????
Building a Lean Startup Marketing Strategy

4. A12StepProgram…orhowevermanyittakes
SoV and USP Product Market Fit The #1 WayClient Avatar
If you can’t sell yourself on
the product or service - you
won’t fool anyone else into
buying either. Be specific with
clarity
Don’t tell me what you have
to sell. No one buys airline
tickets. They pay to bask on
the beaches of Bora Bora.
To get potential clients in the
door and purchasing your
offer all day, everyday,
consistently
Define your client down to
incredibly specific details: age,
state, home owner, job, title,
books, gurus, kids, influencers
1 Hour to your first Marketing Strategy
Building a Lean Startup Marketing Strategy

5. #1 Build Your Client Avatar
Building a Lean Startup Marketing Strategy

6. WhatisaClientAvatar&WhyDoINeedOne?
A Client Avatar is simply defining exactly who your client is down to the nitty gritty details
so that when you are marketing - you can have a personalized conversation
Operating without a client avatar is a great way to waste money throwing random
spaghetti noodles in the air hoping one will stick to the light switch
Building a Lean Startup Marketing Strategy

7. Fill Out About You Do lots of
Research
Take a client out
and have THEM
fill it out!
Building a Lean Startup Marketing Strategy

8. NametheCustomer
Silly, but seriously….
Name: Descriptive term + Popular
name from year they were born
Male or Female… or whatever they
might be working with
How old are they?
What generation are they from?
Single, Married, Living together, it’s
complicated, divorcing, BFWB
Kids, No Kids, Empty Nest, Babies,
Toddlers, Teens, Fur Babies <- Type?
Building a Lean Startup Marketing Strategy

9. CustomerJobandDailyLife
Money time….
Blue or white collar professional? HS drop
out or graduate? College…where?
Yearly Salary? Are they broke, savings
account, millionaires, middle class…
Emotional or Logical?
Content or Frustrated?
Introverted or Extroverted?
Happy or Sad?
What are their goals and dreams for their
life? (short term and long term)
Building a Lean Startup Marketing Strategy

10. GetintotheNittyGritty
Devil’s in the Details
What activities
do they enjoy
and at what
level
Building a Lean Startup Marketing Strategy
Who do they
follow for
information
they want
Where do they
get their daily
news from:
newspapers?
What books do
they read and
how: digital or
paper
What do they
like to eat: you
can target
PB&J lovers
Where do they
hang out in
person and
online
Do they love
coffee, dogs,
pink, camo,
hunting foxes?

11. Whatisattheheartofyourclient’spain?
Pain Points
When you understand a
client’s pain points, you
can solve them with your
product or service and
they will love you for it!
Pain Points
What is breaking the
spirit of your client
everyday?
Are they stuck in a dead end
job making minimum wage and
cry because they can’t afford to
send their daughter to a good
school
Is back pain causing them to
stay indoors ending their
lifelong skiing career?
Building a Lean Startup Marketing Strategy

12. It cost too much.
I don’t have the money
to spend.
ObjectionstotheSale
Key point here…
I just don’t have time
I can’t get off of work
It seems complicated
I’m too old for that
My mother said it didn’t
work for her
I can do it myself
Building a Lean Startup Marketing Strategy

13. #2 SoV and USP
Building a Lean Startup Marketing Strategy

14. The Start of a great elevator speech
with a simple formula…
Whatmakesyoudifferent
Building a Lean Startup Marketing Strategy
You need one for EACH product or
service that you offer
The customer here should be your
client avatar you created before
SoV is similar to the USP (Unique Selling
Proposition) - but more about customer

15. Our____________(Product or Service)
Helps____________(Customer Avatar)
AnotherOption…
Building a Lean Startup Marketing Strategy
Who Want_______________(Job to be Done)
By_____________________________________
__________(Verb & Customer Pain Point)
And______________________________
__________(Verb & Customer Gain)
Unlike_________________(Competitor)

16. #3 Product Market Fit
Building a Lean Startup Marketing Strategy

17. You need one for EACH product or
service that you offer
AdvertisingLevels
Building a Lean Startup Marketing Strategy
Describing your product in basic terms, while
easy, is the least persuasive way to sell
Invoking emotion and how your client
avatar feels before and after is better
The ability to alter someones average day
for the best is near gold…but
The ability to change an individual’s
status is a gold mine

18. #4 Client Path & Journey
Building a Lean Startup Marketing Strategy

19. Start with one and perfect, but you
may have multiple journeys
Takeclientsdownapath…
Building a Lean Startup Marketing Strategy
Start at your client avatar and assume
they are oblivious to your existence
The “X” represents your new brand
cheerleaders who offer referrals gladly
The first bubble should involve how
the client will discover you: Google
organic search, Facebook ads, Viral
YouTube video, In-Person Networking,
Billboard…

20. Assume they find you through a
Facebook Ad to cold traffic
Ateachlevel,askforthenext
Building a Lean Startup Marketing Strategy
The ad sends them to your website with a
blog post on lawn maintenance
Inside the blog is a CTA to FREE gated
content…Printable Sheet for Monthly Care
Landing page to grab email and name to
download the FREE gated content
Ad Blog
Blog
Ad
Landing
Page
Thank You page offering the
Printable PLUS low offer
Thank
You
Low
Offer

21. In addition to asking for next level, make
sure they are using service/product
Notjustabouttheask…
Building a Lean Startup Marketing Strategy
Utilize email automation to deliver
freebies and thank new buyers
Sell and pitch your main offer for
monthly lawn care directly by email
Call and thank client personally by
phone and offer regular lawn service
Ad Blog
Blog
Ad
Landing
Page
Mow lawn super duper good!
Thank
You
Low
Offer
Email
Followup
EmailMain
Offer Call
Mow
Seek
Upsell
Handwrite
ThankYou

22. You pixel your website, right?
Whatiftheygetoffthepath?
Building a Lean Startup Marketing Strategy
And segmented your list by “Free
Offer”, “Buyers”…,right?
If they don’t take offer…utilize
retargeting with Facebook or Google
ads for next level
Use target email followup to
ADD VALUE and to sell next level
Ad Blog
Blog
Ad
Landing
Page
Thank
You
Low
Offer
Email
Followup
EmailMain
Offer Call
Mow
Seek
Upsell
Handwrite
ThankYou

23. Building a Lean Startup Marketing Strategy

24. Does your business have a plan? Create an easy
marketing strategy in under one hour built around lean
startup concepts; leverage to catapult your business
forward in 12 specific, actionable steps.
Build a Lean Startup Digital
Marketing Strategy
DigiMarCon Cruise 2016
Presented by
Miss.Jena.Apgar