ο»Ώ[00:00:00] Hello, and welcome to episode two of the best life business marketing podcast. I am your host, Amy-Lynn Denham, and I'm just jumping right into it today. We don't need to do all of this before I tell you all the good stuff thing, because you're here for the good stuff. I will be telling you about a few things as we go through here, some opportunities and some things that you can use to learn further about today's topic, but let's just go for it. So today we are talking about marketing jargon and what do you really need to know?
Because there's a lot of words thrown around out there and, as entrepreneurs, maybe marketing is not really what you want to be doing. That's probably why you're here. Marketing may not be your job, right? You want to be out there creating all of those other great things. You want to be blogging.
Maybe you want to be drawing. Maybe you're doing graphic design. Maybe you want to be [00:01:00] writing episodes for other people's podcasts. Whatever it is that you're doing. There's so many amazing things that you could be doing with your business. You might be an online entrepreneur out there being a VA for everybody.
And maybe, you know, a little bit of marketing because you fit into that world. But maybe you're just trying to sell some products online and marketing is so far from your mind. You're like, I don't even know where to begin. And as somebody who doesn't know where to begin or someone who only knows little bits of what you feel you need to know, you're going to go out and you're going to look for help.
Right? You're going to look for information. You're going to find podcasts like this one. You're going to find blogs like mine. You're going to find information and people are gonna say things that are going to make you go, huh? What is that thing? So that's where I want to begin. I want to start with the basics. I want to start so that if you want to listen to further episodes of this podcast, if you want to [00:02:00] jump onto my blog, if you're in my Facebook group, if you join my future systems and structures, online marketing course. You know what we're freaking talking about. First of all, I'm just going to go on record.
If anyone ever uses terminology that you don't understand, there is nothing wrong with asking for clarification. 'Cause I'll tell you, you can look up a lot of these terms that we're going to talk about today. You can look them up online and you're going to get some different answers from some different places.
If you are working with a particular business coach or a marketer, or you're learning from someone and they're using a term, but it doesn't quite make sense to you or you've never heard it or you've heard it, but it was used differently. Don't be afraid to speak up and ask, ask for that clarification. Because what we're really going to be discovering here today in this episode is [00:03:00] that a lot of this terminology is used interchangeably when it shouldn't be. A lot of people are just throwing words around and they're using them differently than other people are, or they're using different words to mean the same thing. And let me tell you that's really confusing. I don't think we are going to solve this problem.
I don't think so. This is not my goal. We're not out here to change the world in terms of marketing terminology, but what we can do is at least establish for this podcast and for everywhere else that you're going to meet me and learn things from me, what I'm talking about. And this will give you a start off for your conversations with other people you can say, Hey, here's what I know about this word. What do you actually mean by it?
And of course, if you come across me using these words differently or interchangeably, call me out on it, please call me out on it. Be [00:04:00] like, oh, what one did you really mean? Or how did you really mean that? Because we really need to be on the same page when we discuss this kind of stuff. Who am I to tell you how to set something up and try to explain it to you if you don't even know what that something is? We need the basis. We need the foundations, right? If we don't have those, we can't build very much. So. Let's get started. Let's not waste any more time. Let's just start talking about some of the most familiar terms and some of the, maybe not so familiar terms, you're going to come across when you're looking at building your business's online marketing strategy. Okay, get ready. You might want to grab a piece of paper, a pen. Maybe you want to whip out your laptop, or I don't know, but you might want to keep track of the words that we're going to be discussing, and you might want to keep track of the definitions and use that we're going to be discussing for these terms. I'm going to lay him out for you. I'll list the things that I'm planning to discuss today.
[00:05:00] And I will hope that I actually nail it and don't get myself too sidetracked because I have a problem with that. And we're going to go through each of these terms. I hope. We're going to start with basic terminologies that are going to be extremely important for anything that I discuss here on this podcast. Anything, you see me discussing my Facebook group, through my emails on my blog and in my upcoming course. Anywhere where you're meeting me, these words are super, super important. We're going to talk about long-term marketing, short-term marketing, relationship marketing, and email service providers.
Those are basic basic information things that we need to cover. We're also going to be looking at your ideal customer, your customer journey. And marketing funnels. That's the next section of things that are really, really important to know about. From there, we're going to break it down even further.
Mostly we are focusing [00:06:00] in on this area where we're talking about customers and journeys and funnels and automations and broadcasting campaigns and workflows. And what. Because a lot of those words are getting used to mean the same thing. And then like one word might be used to mean three different things. Gets really confused. So let's break it down. Let's start with long term marketing because that is where I really thrive. And that's where I live. Basically long-term marketing is the marketing systems that you're setting up for longterm relationships. Haha. We're going to touch on that word soon. Long-term relationships with your customers, with your ideal customers, with your customer avatar, with your target market. All of those things. It's the same thing.
We are talking [00:07:00] about those longterm strategies. Long-term marketing is future-focused. It's not necessarily right now. And this is why a lot of people turn away from it or they put it off. This is why a lot of people come to me and go, Hey, Amy, I think I actually need your help now. I set up a whole bunch of sales and promotions and I was doing really good things were coming in.
I was making tons of money and now. There's just crickets. Why are there just crickets though? Um, like there shouldn't just be crickets. You had all of these people you connected with, where did they go? Right. That's what long-term marketing is. It's establishing relationships that last, that stand the test of time.
Not just, I'm going to sell you this one thing once, and then you forget, I exist. It's we've created a bond and now you're going to come back. But [00:08:00] it's also strategies that are bringing people to you on autopilot, more or less. There's a lot more to it, and I'm not going to go into super, super depth on it.
But essentially long-term marketing is setting up relationships over time with people, and it is bringing people to you on autopilot when you're not running an impressive sale or promotion.
Then what's, short-term marketing, short-term marketing is basically your short term strategies. It's those promotions, those sales, those things where you send a couple of emails and you're like, look at this amazing new thing we have, or, I'm cutting 20% off, or I'm going to run a contest and you're going to get on my mailing list and I'm going to offer you a thing once you're there and you're going to buy it, maybe, you know, that's the short-term marketing. And as somebody who works [00:09:00] mostly in the world of longterm marketing, I want to tell you something important here.
Short term marketing matters. I am not here to say don't do those things. I am not here to say replace those with long-term marketing strategies. What matters is doing those two things hand in hand. Your short-term marketing strategies are an amazing way to bring people in to your longer marketing funnels. They're a great way to begin relationships with people.
And they're an amazing way to infuse cash into your business quickly, but they are not going to stand the test of time if you don't have a long-term marketing strategy in place to catch all of those people, once you bring them into your brand's world.
Now let's talk about relationship marketing. Cause that's another thing that I am super, [00:10:00] super big on. I don't believe that marketing funnels and long-term marketing strategies work, unless you actually pay attention and create a lasting bond with people. That's where the relationship side of things comes in. We're talking about just connecting on a basic human level.
So having a great brand story, people resonate with, um, focusing on clients and customers who actually work with your brand's feel with its vibe, with your story who resonate with you. So creating that space where you meet emotionally, but then also creating that space where you meet in terms of what you offer and what they need.
Right. That's the marketing part. But the relationship part is about connecting as people. Now on top of that. You can create relationship things [00:11:00] around the experience they have with you. So great. You know, you understand me, I understand you. We, you know, we vibe all this kind of amazing stuff, but if I go on your website to buy something and it's very, very difficult for me to buy this thing. And I can't really get any help when I hit that contact or help button or whatever. Now our relationship is not doing so good.
Right? So it's one thing to connect. It's another thing to make sure that you are creating a sense of care and belonging throughout their journey with you. And that's relationship marketing. It touches many different points of your business. It will touch your website, your social media outreach, your DMS, your sales and promotions, and definitely is super, super important in your funnels.
And it's even going to be important in your checkout. And your return policies like it is [00:12:00] everywhere. So again, we're not going in super, super deep on this, but that is what relationship marketing means.
All right. This next one might seem pretty basic. And if it is, that is okay. I'm just glad that you know it, if you know it, but some of you don't and I've come across that with a fair few of my clients, they're like, what's an email service provider. I have Gmail. Is that it? That is not it. In most places, you actually can't be sending promotional emails via a personal I'm putting up air quotes right now, via a personal email address.
So a thing like your name at Gmail or whatever at outlook. These are personal email addresses. These are not business email addresses. Your business email address is going to be coming from your website. So. [email protected] that's mine. Hey, [00:13:00] email me sometime. That is a professional email.
Now I can send that to you through a Gmail thing, right? Like Gmail kind of handles some of those things for people, or maybe outlook is handling it for you or whatever. And you're actually sending one-off emails that way. And that's great, but it's still not going to be hitting the mark when it comes to promotional emails, because in order to send to a whole bunch of people at once, you would need to like CC everybody and that's not okay.
Most places that's actually just not even allowed. You might want to look into your local laws and regulations and all that. I'm not getting that deep into things. But what I will say is it's also just not easy to do it that way. The easiest, most effective and definitely most above board way of doing things is by using an email service provider. And so what the hell is that? That is a service where you are able [00:14:00] to send emails using your email address to people en masse.
So you can send out a thousand emails at once to all of these different people, but you're not going to be sharing their information with other people on your list. Which is what would happen if you CC'd people. If I just sent you an email and then I sent the person next to you, an email in the person next to him, an email and the person next to her and email, all on a CC, you guys are all going to see each other's email addresses and personal information.
And that is a no-go. Also, it just doesn't look very professional. And email service providers do this amazing thing where they make really pretty emails. And they make those emails easy to make part of your marketing funnel, which is something we will get to soon. So an email service provider is something like MailerLite, they're my favorite. Um, we have MailChimp, [00:15:00] um, a Weber. Oh, gosh, there's just so many these days, but those sorts of companies are what are providing email services. Email service provider.
Customer avatar, ideal client, ideal customer, ideal customer avatar. Um, there's so many, there's so many ways that target market target audience, ideal market, ideal audience. There's so many ways that we can describe the people we want to get our message out to. Right? That's all. This is. It's the people you want to address when you are putting your offer out into the world. It's the people you think need your offer can benefit from it.
It's the people you really just want to connect with. Right? They might be a client. They might be a customer. It's going to be different depending on the type of business you have. And that's fine. The idea is basically that it is a market or an audience, that you want to connect with. Now, the reason people use [00:16:00] different ways to talk about this is because they want to look at it from a particular angle. So, whether you're a service provider, they're going to use client. If you are selling products, they're going to say customer. If you are looking at your market as a whole. So we're talking about a large swath of people, then they're going to say things like market and audience, audience is going to be used, especially in social media circles, because these are people who are literally watching and listening to you.
So that's where those words all kind of come in. Now we go into things like avatar. An avatar is just a visualization of one person. So instead of it being the whole market, we get really, really granular, really, really specific. And we talk about it as one person, because when you think of it as one person, it's easier to think about that one person's struggles, that one person's [00:17:00] story.
And to connect with that. On a deeper level. So we do need to look at the market as a whole, your target market as a whole. And you can like take it down a notch and look at them as individual people or client avatars. But essentially when people are using these terms, they're using them to mean the same thing.
It's the people or person you're trying to connect with to get your offer in front of them because you know that they can benefit from it.
Alright. Here's where things get really interesting and can get really confusing. We're going to look at your customer journey and marketing funnels and all of the little bits that exist inside of those. The reason I say that this is where it gets interesting and confusing is because a lot of people and companies use these words interchangeably, they use them to mean different things.
And depending on the email service provider you're using, you [00:18:00] might even see these terms used in weird or different ways from maybe the last email service provider you used. For example, inside of one of the email service providers I used, they would call one thing a marketing automation. And then the exact same thing set up exactly the same way, serves the same purpose from a different email service provider was being called a funnel. And somewhere else it was being called a workflow.
And I was like, what the heck? Right. And it took me some time to get used to this because I have had to work with a fair few different email service providers over the years, not just for my own business, but for my clients. And to be honest, even for me, for somebody who works in marketing to jump between different email service providers has been confusing at the best of times. So if you're struggling with it, first of all, I just want to make sure [00:19:00] that you know, that that is normal and it is okay. And it's just a matter of kind of understanding the basics enough so that when you go into these things, you can look at the structure and the function of whatever this area is in your email service provider.
And when you understand that function and you're able to see it with your eyes while you're in there, you'll know what its purpose is. You'll understand how you're supposed to use it. But we're going to need to understand some basic terms here first. So let's get started with that.
Okay, I'm going to do my best to work top-down for this one. We're going to start with the customer journey. The customer journey is start to finish the entire experience they have with your company.
And to be honest, maybe you don't want there to be a finish, right? Cause that's kind of, they've exited. They are no longer having an experience with your company. Because this is so overarching of that relationship, you've built with them. [00:20:00] That's different from a funnel, which does have a start point and an end point.
And we'll talk about that in a minute, but overall, your customer journey. Is going to have so many different pieces to it. It has many different touch points, which are places where you intersect, where you, you know, meet. A touchpoint is, I saw an ad that was a touchpoint. I might not have acted on it, but I experienced it.
Right. I interacted with that brand in some way. I saw an ad. I saw a Facebook post. I heard a podcast. I, then when to a blog post, these are all touch points. These are places where that brand touches my life. Customer journey includes many different touch points.
It can include multiple purchases. It can include multiple back and forth and conversations and actual interactions between you and your customer. It has a start point. Yes. Because there's [00:21:00] always going to be that first interaction. And by the way, you're, you might not even know what that first interaction is.
Just kind of the cool, magical piece of marketing. That's where a lot of those things that you don't think are working are actually working like awareness ads. Nobody clicked my ad. Oh my gosh. They don't like me. The ad doesn't work. But maybe that is what they saw that made them go, oh, I know who you are now. But I'm not interested, but then later on, they're like, oh, I remember you from that ad. So that ad did work, but it worked in a longterm way. And that is all pieces of the overall customer journey. Inside that journey are your marketing funnels? That's where there's going to be email automations and all sorts of other things. So let's get into those things. Marketing funnels, automations broadcasts campaigns, workflows. What is the difference? [00:22:00] I even, I don't like diving into this one cause it's like, I know this is getting a confusing, no matter how I try to lay it out. And let's talk about a marketing funnel first, because it is really the most integral part of a long-term marketing strategy.
But what is the funnel? When we talk about a funnel, what are we really discussing? From my standpoint. A marketing funnel is an experience that you want to take your ideal customer or client through.
You want to take them from point a to point B or maybe with a few steps in between. You want them to go from hearing about an offer to purchasing it. That's it really. That's the funnel. The funnel is taking the person from point a to point B, right? There are different ways you can set a funnel up. And there are some very stereotypical funnel setups that I tend to use because if it ain't broke, don't fix it.
[00:23:00] But. It isn't always the same. There is no, it has to be done this way. A marketing funnel can include, can include make sure you hear that part can include emails, text messages, landing pages, email opt-in forms, advertisements, facebook groups, even podcasts. I mean, really anywhere where people initially experience your offer. And then they move through it. This is all pieces of a marketing funnel. The difference between the funnel and the journey. Is that again, the journey is the overall experience the customer client has with you from their very first impression of you, to them, no longer interacting with your business. The funnel is specific to one offer. Now, this means you probably will have more [00:24:00] than one funnel running at a given time. This also means a particular client or customer could be in more than one funnel at a time. And that's all
okay. The point is a funnel is specific to one offer. One thing you're selling. And it's taking a person from awareness of that offer to purchasing that offer. And then you may have aftercare and that's really important for your relationship marketing, but that aftercare isn't necessarily a piece of the marketing funnel.
It's just advised.
Inside your marketing funnel, people move through different stages. So they'll start with an awareness. They're just hearing about your offer. They move into consideration. This is when they're thinking about maybe your offer is right for them. And then there's conversion, which is where they're actually making the [00:25:00] purchase.
Obviously there are different touch points in there for you to connect with them. And actually help them along that consideration path and help them understand like, is this right for me? Do I want to make this purchase? And I'm going to just throw another side note in there. It's not about getting every single person to convert.
At least when you're looking at it from a longterm and relationship marketing standpoint. You don't necessarily need everybody to buy the thing. You want to pair the thing with the right people. So you want to help the people who really need the offer or want it, and can most benefit from it convert into the sale. But the people who it's not right for you actually can be hurting your business by trying to convert them too hard.
You're damaging that relationship with them, by showing you don't understand that this is not necessarily what they need. [00:26:00] So keep that in mind when you're building out funnels. Let's move forward. And talk about automations and trust me, all of the things we're going to talk about is now all going back to your funnel. So what is an automation? This is one that can become a sticking point because sometimes people come into their email service provider and they see the word automation, or they'll see the word funnel and they'll see the word campaign, workflow or maybe they only see one or two of those and it's very confusing.
So if you've interacted with these things, I want you to throw that away for a second in your mind and just stick with me here. An automation is literally anything that happens automatically. It's something that you're going to set up to make things be done for you. So if I click this button, it automatically sends me to that web page.
Maybe it's a landing page. Okay. So then there's an like [00:27:00] email signup thing on this landing page. I sign up for the email. And as soon as I do that, I receive an actual email with maybe some free thing in it. That happens automatically. You're not on the other end going, oh, Amy's subscribed. I better send her this thing.
That's like, that's a lot of work. Please tell me you're not doing that. This is where the automations comes in. It's literally anything that you're just having a computer do for you. in your marketing. Anything, it could be sending a DM. It could be sending an email. It could be sending someone to a landing page.
It could be, I bought something and now you're going to offer me something else to go with it. It could be anything that you're not doing manually, but it's being done automatically. And automations touch all the parts of your customer journey, and they're going to touch all the parts of your funnel and the more automations easier for you.
However, it can also get more confusing. So let's [00:28:00] try to keep it as simple as we can, as we build out our funnels. Basically though, that is what an automation is. You may see. That you go into your email service provider and there's a section called automations and you go there and that is where you can set up a series of emails. The reason it's called an automation in there is just because it's done automatically for you, but that's not the definition of automation. Really that's an email workflow, an automated email workflow that you're setting up. So let's talk about email workflows because that just flowed right into it. And email workflow or an email automation is a part of your funnel. I'm going to say that again, an email automation or an email workflow is a part of your funnel. Maybe not every funnel needs to have an email workflow in it. That is what I tend to set up, but you don't need to .
[00:29:00] You might be doing DMS. You could be doing text messages. There might be a different way that you're connecting with people throughout your funnel. Your funnel might be super fast. It might just be here's an ad. Get a thing, get an offer for another thing. Boom, whole funnel done. I don't recommend that, but there might be a place where that is appropriate for you. The email workflow or automation is going to exist inside of your funnel. It might be a workflow or automation that is specifically trying to move people through that consideration stage inside your funnel, where they're not sure if they want your offer. Or it could just be a sequence of emails that you're sending out to just nurture people.
I call that a nurture series. You're not actually selling them anything. You might mention your basic offers in there, but basically you're sending this out so they can get to know you better and you can build [00:30:00] that trust factor with them. That's an email workflow or automation or sequence. Now we're into broadcasting campaigns. What is that right? A broadcast or a campaign is a single one-off email. You're going to be using that as like a newsletter or maybe you build out a series manually, through broadcasts and campaigns, that you're going to send out as a short-term marketing campaign. So if it's a newsletter, you're just writing it once a month.
Right. And you're sending it out to everybody. Boom. Or maybe you're going to schedule a bunch of emails to go like this one goes on Monday the 15th, and that one goes on Wednesday, the 17th and whatever, because it's specific to a sale that you're running.
So, what is the difference? Let me break this [00:31:00] down really, really simple for you between an email, workflow or automation and an email broadcast or campaign. The difference is that workflows and automations happen automatically and they are based on an action that the user is performing. So your audience, your target market, avatar, client, whatever. That person comes along and does a thing and it automatically start sending them these emails. And these emails are going to happen based on time intervals. Like I signed up. In a week
I'm going to get another email. In two weeks I'll get this other email and it set up that way. Your broadcast or campaign is specific to date and time. It's being sent out on a very specific day at a very specific time to everybody that you've selected. Whereas I'm getting an [00:32:00] automation email or a workflow email from you based on the day I signed up and how many days it's been since then. I'm hoping that makes sense. Drop in the comments of this podcast, wherever you are listening to it.
Because if that does not make sense, I want to make it make sense for you. So I'm going to go through a one more time. Email campaigns and broadcasts are specific to date and time. But email workflows and automations are specific to actions. Not your actions. The actions of the person on your mailing list. Ah, that was a lot.
Oh, my gosh. So we talked about email service providers and all the many ways that you're going to touch email service providers throughout your experience in marketing. we talked about longterm marketing. We talked about short-term marketing and overarching above everything we talked about relationship marketing. I broke down
what an [00:33:00] ideal customer client, a client avatar, a target market, is, and how that impacts your marketing. We talked about the customer journey. Start to finish interactions with your business. We talked about marketing funnels and the fact that people can be in more than one marketing funnel at a time because marketing funnels are specifically related to one offer that you have, that you want someone to purchase. We talked about automations and how they are automatic things that happen inside of your marketing funnel and even outside. We talked about email workflows and automations, how those are specific to actions that people take. And we talked about email broadcasts and campaigns, how those are sent out manually on a one by one basis that are specific to date and time. Wow.
We covered a lot today in terms of different marketing terminologies [00:34:00] and the basics of some very important marketing strategies. I hope that it was very helpful for you. Wherever you are listening to this podcast. Please give it a like and subscribe so that you can stay on top of the different things we talk about from marketing in your business, and also for creating a positive and healthy work life balance. Because we really need that. So, where do we go from here? I'm going to be back in a couple of weeks with another podcast episode, but if you're listening to this in the future, you could probably just go boom right to the next one. And I would love to connect with you further .
You can get onto my mailing list by getting my free brand marketing training. It's just jam packed with so much information. If you thought this was informative, you're not going to believe what I'm giving away for free. I am teaching you how to define your brand in marketing terms, I am teaching you how to [00:35:00] define your audience in marketing terms and find that amazing place where you intersect so that you can create perfect offers that your audience will freaking devour, and I'm doing it for free. I gave you a workbook in there.
I give you a brand kit and it give you video training on how to use those resources. This is amazing. You're not going to want to miss it. I'm going to throw a link wherever I can in the show notes or however, I can give you a link because trust me, you don't want to miss this one. You can also meet me in my Facebook group where I do trainings like this and more. On a more personal basis specific to our group members and what you guys all need. And where you can connect with other entrepreneurs who are facing similar struggles to the ones that you're facing. And who want to be there to celebrate every single win. Because you're going to have a lot of them. Thank you again for joining me on the best life business marketing podcast.
I am Amy-Lynn Denham. Peace [00:36:00] out.
