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Marketing as a Habit Show
16 minutes | Oct 9, 2020
Get your social media house in order - Part 1
We need a mindset shift when it comes to social media.Social media platforms, just like any other marketing channel, need a strategy.You need to understand the channel specifics, how it works, whether it works for you or not, how to position yourself, and what to communicate as a brand.Unfortunately, brands spend too much time on tactical and ineffective things like when to post and what tools to use to schedule posts and too little time on figuring out why they want to use social media in the first place and making sure they have a plan that goes hand in hand with their goals.In this episode, we discuss:Why people use social media nowadaysHow to craft your social media strategyThe types of posts you need to add to your social media mixShow notes: https://www.marketingasahabit.com/podcast-episodes/get-your-social-media-house-in-order-part1
22 minutes | Sep 14, 2020
Tactical vs. strategic marketing & what questions you need to ask to get results
It’s critical to understand the difference between tactical and strategic, and, in marketing, you can find both worlds.There’s a tactical side and there’s a strategic side of marketing and, similarly, there are tactical, pure executional founders and marketers and there are strategic thinkers.You want to be playing in the strategic field. The difference between a tactical, pure executional entrepreneur or marketer, and a strategic one lies in asking the right questions.In marketing, some examples of purely tactical questions might be:How do I do keyword research?How do I run my Facebook ads?Tactical founders and marketers are the implementers who need instructions on setting a Facebook ads account or writing email subject lines.Conversely, there are also more difficult and strategic marketing questions that Google can’t answer for you. Questions like:How do I tailor these marketing tactics to work for my type of business?What are the most effective customer acquisition channels I should go after based on my business model?Google and the best practices you find on the internet can’t answer these questions for you.These are fundamental questions whose answers are specific to your industry, business model, audience, offering, competition.You can’t find tactical and actionable content on the internet that gives you the answers to your specific situation.You’ll find these answers by being a strategic thinker and learning how to use different frameworks, models, and principles to guide your thinking.In this episode, we discuss:5 of the most crucial questions you need to ask yourself to get results with your marketingHow to find the right answers to each question and the most effective marketing approach for youShow notes: https://www.marketingasahabit.com/podcast-episodes/tactical-vs-strategic-entrepreneurs-and-marketers
16 minutes | Aug 20, 2020
What to focus on at each stage of your startup
What to focus on at each stage of your startup? Usually, startup founders get overwhelmed by the multitude of marketing tactics and think they should have a very complex marketing plan from the get-go.While it’s very important to have a strategy in place, it will very much differ depending on your stage.So today, I wanted to tackle this topic a bit and share my opinion about where startups should concentrate their efforts at each stage.The marketing actions you’ll take in each of these two stages will be so different, like night and day.In this episode, we discuss:What you should focus on marketing-wise when you're pre-product/market fitWhat I've done in the pre-product/market fit phases of marketingasahabit.com and for a parenting appWhat you need to do once you get to the post product/market fit stage of your startupGo here for the show notes!
17 minutes | Aug 13, 2020
Use this framework to organize, rank and prioritize your acquisition channels
We continue the acquisition channel series with the last episode on this topic. I enjoyed this series very much. I could talk about channels all day long :).In the first two episodes of this series, we talked about different channel specifics so you can adapt your product or service to the way they work. Then, we covered a simple process to find channels that match your skills, budgets, and resources; Channels that are also an excellent fit for your type of product and business model. In the previous episode, we went through my system of discovering niche, less-competitive channels where you can find your audience and stand out.Now that you have your list of different channels you’d like to test out, how do you know which ones you should start with, how do you prioritize them, and, essentially, how do you determine whether they’ll work for you or not?The answer lies in organizing all your channels into a spreadsheet.You’ll use this model to organize them, provide estimates, and compare them based on the same attributes.This framework helps you select the most appropriate channels and tactics to reach your audience in the places they pay attention to, with the messages that resonate with them. Listen to the full episode where I walk you through this framework step-by-step.You can find the show notes here: https://www.marketingasahabit.com/podcast-episodes/acquisition-channels-part-3
18 minutes | Aug 5, 2020
Acquisition Channels (Part 2): How to find attainable channels where you can stand out
We continue the series on customer acquisition channels. In part 1, we discussed what makes customer acquisition effective and what you need to have in place to get results in certain types of channels.In this second part of this series, we’ll go through some tactical steps you can replicate quickly to find interesting, less competitive channels where you can reach your target audience and expose them to your product.When you have limited resources you need to be strategic and leverage existing communities where you can find the audience you want to attract, and start making yourself known there. And, since you don’t have a large following, the easiest, most productive thing you can do is to tap into existing platforms’ built-in audiences of who you want to reach.Those are the places where they meet and congregate, and where they spend time with peers who have similar interests, needs, and problems.Those are the channels where they learn about their topics of interest. Channels that influence their decision to buy certain products. That’s where you want to be. By going after niche channels and communities, you don’t have to fight an algorithm to be seen, to attract traffic or pay to play - you go directly to targeted people who would be perfect for what you’re offering.In this episode, we cover:Why it’s a bad idea to focus only on behemoth-type channels like Google and FacebookAn easy, very actionable 10-step process for finding less competitive channelsHere you can find the show notes for tools and resources mentioned in the podcast: https://www.marketingasahabit.com/podcast-episodes/acquisition-channels-part-2
18 minutes | Jul 29, 2020
Acquisition Channels (Part 1): How to find them and what you need to know to make them work
Picking your customer acquisition channels is the most important step in your marketing strategy. It could make or break your whole strategy if you focus on the wrong ones or don’t know how to take advantage of their specific levers.And because it’s such a comprehensive topic, we’re going to split it into 3 parts.So, I’ll do a short series of 3 episodes where we’ll talk channels and channels alone.In this episode, which is the first part of this series, we’ll discuss how channels work and what you need for them to work in your favor. We’ll get into some channels specifics, and how to uncover your initial list of channels that you can start experimenting with.In the next episode, we’ll cover channel prioritization - how you evaluate your channels and prioritize them to make sure you focus your efforts in the right place.In the third part of this series, I’ll walk you through a process I use to discover niche channels - those channels that aren’t that competitive, where you could find targeted users. Those channels outside the realm of Facebook and Google.In this episode, we discuss:How acquisition channels workWhat you need to have in place to match certain channelsHow to uncover your initial list of channelsThe sweet spot intersectionShow notes: https://www.marketingasahabit.com/podcast-episodes/acquisition-channels-part-1
20 minutes | Jul 22, 2020
Why ads aren't the end all be all of growth and how to make them work for your business
There are some questions I wish I had asked myself several years ago when I started running ads. In those early years, I could never really say I got the gist of it. If it worked, it worked - and most of the time, it didn’t. But we weren’t asking the right questions back then.The majority of startup founders often start with paid ads (search or social) as their first acquisition channels.And this is mostly due to the lack of expertise to market in other channels.They think that paid advertising is the most effortless way of attracting customers because it implies not thinking too much about copy, content, SEO, and stuff like that. You just write a quick ad, set up your targeting and that’s it. Quick and easy.It seems the simplest form of marketing, but in reality, it’s much more complicated than that. What usually happens is they deplete their funding, or waste a considerable part of their already restricted marketing budget because they can’t manage to make their ads profitable. So then they don’t have the funds to do anything for customer acquisition, and unfortunately, most of them die.Running ads is the startup’s approach to customer acquisition, but is it the best and most profitable one? And I think it’s a great idea to dedicate this week’s episode to answer all these questions one by one and demystify ads for startups or companies just starting out with marketing.In this episode, we discuss:What makes startups turn to ads when they first start marketing their businessesWhether ads work regardless of business model and industryWhy the approach to ads needs to be different for B2B and B2C brandsThe realities of making paid acquisition work for different types of businessesThe most important aspects you need to know before running ads
20 minutes | Jul 14, 2020
3 steps to framing a marketing strategy for a product from the ground up
This is an actual conversation I had with a startup founder:Client: So yeah, we need to do better targeting to reach the right customers.Irina: Do you know who these customers are? Can you be more specific?Client: What, do you think I’m stupid? Of course, I know who my target customers are!Irina: Who are they then?Client: Well, I think our product is great for everybody!Irina: Ughhhh, everybody everybody? 'Cause you just said you wanted to reach the right ones (??)Client: Oh, yeah, we just have to choose better marketing channels ‘cause our message doesn’t seem to resonate with people...Irina: So how do you know which channels to focus on if you’re targeting every living thing?Client: Well, that’s your job!And while I really enjoy working with startups and product creators, this type of conversation puts my patience and tolerance to the test.But, you know, as always, there’s also a good side to all this - this conversation gave me the topic for this episode - 3 steps to framing a marketing strategy for a product from the ground up.Most founders are overwhelmed by the tons of advice and conflicting content on the internets, so I wanted to take a stab at this and give it a little bit of structure.Let’s do this!
22 minutes | Jul 7, 2020
The 2 highly effective avenues for standing out online
I want to start with a quote that will open your eyes about the importance of uniqueness:"When you write like everyone else, you're just saying 'Our products are like everyone else's.' Would you go to a dinner party and repeat what the person to the right of you is saying all night long? Would that be interesting to anybody? Why are so many businesses saying the same things at the biggest party on the planet - the marketplace?" Jason Fried, BasecampI think this quote says it all. Our brains don't respond to sameness very well. It treats it as boring and safe and puts it in that drawer where the junk goes and labels it as "Yeah, I've heard that before. What's new?"The questions that pop into your prospects' minds are: Why should I choose you? Do you have something different to offer? Can I trust you? That's what clients are really buying into—a better answer to these questions.And this is what we’ll tackle in today’s episode. We’re going to answer the question - How can I differentiate my product and my business from potential competitors in the eyes of my customers?”We’ll cover what I’ve seen are the two most effective playbooks that you can use to stand out in your niche. Let’s jump right to it!
22 minutes | Jun 30, 2020
How to revamp your marketing during COVID times
Every marketing program is built around your hypothesis in terms of the who, the what, and the why.Who is doing the actions?What are the actions they’re doing?Why are they doing these actions?These are your customers or prospective customers we’re talking about.It’s all about their behaviors and motivations to use or not use our products or services.With the arrival of COVID-19, everything we knew about their habits has changed dramatically.The habits of your audience have changed and adapted to this new reality.Which in turn affects the way your marketing messages and product positioning come across.The fundamental principles of marketing and customer acquisition haven’t changed, but the underlying factors that drive your audience’s decision whether to invest in your product or not have shifted completely. And yes, your initial actions to protect your business against these changes were crucial to keeping you afloat, but the habits and behaviors of your audience are constantly changing, and so there’s still a lot of work ahead for us.This all leads to the question - How do I go about my customer acquisition strategy going forward? And how do I ensure that I retain my clients and I don’t lose them by running around after new shiny objects? And this is the topic we’ll cover in today’s episode. We’ll go through a 3-step plan that will help you evaluate your business and prioritize your acquisition strategy going forward.Show notes: https://www.marketingasahabit.com/podcast-episodes/how-to-revamp-your-marketing-during-covid-times
20 minutes | Jun 23, 2020
Avoid the one thing that gets every single entrepreneur in trouble
I’ve been doing marketing for the past 11 years, and what I’ve learned is that a digital marketing strategy is much more than posting on social media. And much, much more than running ads on Facebook. When you think about it, how you choose to address your marketing efforts will influence the trajectory of your business in SUCH a powerful way.And when you think about it that way, the question “Do I really need a marketing strategy?” becomes heavier and the answers become much more interesting. When it comes to building your digital strategy, I see the process in a totally different way than most marketers.In this episode, we’re going to look at this problem from a few different angles so press play to learn how to go about your digital marketing strategy.
20 minutes | Jun 23, 2020
The secret to better understanding your market as a startup founder
As a startup founder, how does one learn everything about their market?How do you make sure you’re making something people want and/or need?What are the most important questions you need to ask yourself to make sure you’re not wasting your time building something nobody wants?Marketing can't fix a product or service no one wants or needs! So how do you ensure you’re truly solving a valid problem with your product or service?We’re going to dive into all these questions in today’s episode, so press play!
5 minutes | Jun 23, 2020
Welcome to Marketing as a Habit Show
Hi there! I'm Irina Ianculescu, a longtime marketing strategist helping startups figure out marketing...and now I'm the founder of Marketing as a Habit, where we help startups build and refine their go-to-market strategy by giving them frameworks, and models of thinking around marketing so they can be strategic decision-makers without blindly following best practices.Marketing as a Habit Show is our flagship podcast. It's a podcast for startup founders and marketers, or anyone involved with marketing in a startup or a small business.We'll use this show as a journey to fight random marketing and help you uncover that unique combination of elements that unlocks growth for your business.On this show, we explore and deconstruct beautifully executed marketing strategies, models of thinking, frameworks, and successful campaigns into smaller bits and pieces that make marketing easier to tackle. All in the name of becoming more confident, skilled, and strategic thinkers when it comes to getting our businesses out there. And you’re invited to join!I hope you'll enjoy this show. Thanks for listening! It's my pleasure to be here with you and begin this process of learning together.This is my mission. This is our shared journey. This is Marketing as a Habit Show.
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