In this second episode, you’ll hear about the two enduring marketing channels that will get you customers. Stop stressing about marketing everywhere, focus on these, and you’ll have more fun :)
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Abridged transcript:
There's only two channels that actually matter.
Technology as Marketing
One is using technology as marketing. So you build things that market for you… HubSpot has a thing called the website grader. That is just a basic page and that's generated millions in pipeline for them. It's 10 times more successful than anything else they've ever done, because it was basically a free evaluative version of their product, that also collected all this information about the potential customers.
When you use the website grader, you're giving them this information and they're telling you all the problems you have and now you need the products.
So you're actually signing up to be told that you are a mess.
And that's really powerful. And usually, when someone gives you attention to tell them what the problems are, they expect you can solve them because very few people will tell you all your problems and not offer a solution. So it's actually kind of rude.
Other people’s platforms
The second channel is other people's platforms.
All marketing right now is basically finding someone else's platform and using their trust. So when you get a referral, you're using someone else's platform.
Sometimes a platform is very scalable. Like just being on Twitter early on is enough to get attention from specific people because you're early.
Whenever there's a new consumer platform, you can often use that as an advantage by becoming the leader in a growing market.
But you can do this for small platforms, when you meet a, a business partner in your job, you're using the job as a platform, as a way to establish trust, because it's a shared understanding that you're on the same journey.
You're on the same level. You're less likely to change values or waste time.
Always, find the nearest platform you can, and don't worry if it's small, because often the small ones are easy to use.
