entrepreneur’s guide to attracting the right audience · right audience and making a profit along...

Entrepreneur’s Guide To

Attracting The Right Audience

S t e v e J o b s , c o - f o u n d e r a n d C E O o f A p p l e .

“I’m convinced that about half of what separates the successful entrepreneurs from the non-successful ones is pure perseverance.”

2nOmAdS.ORg from66pages

IntroductionL E T ’ S g E T S T A R T E d

Ifyou’rehere,itisbecauseyouseethemountainbeforeyouandyouwanttomakeittothesummit.Youbeingherealsomeansyou have a dream, avisionthatcouldchangetheworldalittlebit,oratleastyourlife.Italsosaysthatatsomepointinyourlifeyou fell in love with your project. However,a passion for your business alone won’t make your project a success.Thisshorte-bookismeanttobemostlyabriefguidetotheessentialelementsofthebusinessknowledgeanddigitalentrepreneurshipyou’llneedtomakealivingoutofyourproject.

Itgathersthebasicknowledgeyou’llrequireforconnecting your project with its right audienceandmakingaprofitalongtheway.IinviteyoutoreaditandthenworkhardondiscoveringandlearningmoreabouteachofthetopicsIcoverinthefollowingpages.

The job of a CEO is to try to build an organization where you yourself are no longer needed. You’ll probably never get there, but you should keep trying every day.

―Alexander Ljung,SoundcloudCEO


Who is the digital entrepreneur?

Thereisamanagementsidetoentrepreneurship,andit’svitaltoyourprojectsuccess.A business can’t thrive without innovation, organization, and order. Thewayoftheentrepreneuristostrategize,toplanandtocreateprocessesforthepeoplewhoaretojoinhisvision. Allofthismeansyouneedtofocusyourcreativenessandcraftsmanshipnotonlyonyourcraft,butalsoonbuildingthebusinessthatsustainsit.Youcouldevensaythere’s as much craftsmanship behind a profitable business as there is in writing a song.Itrequiresaspecificskillset,hardworkandabitofinspiration. So let’s talk about the five areas a digital entrepreneur needs to understand.

The entrepreneur is the visionary and manager in you. The inspired side of you, the innovator, but also the organizer.


The five pillars of your project

Asystemisasetofthingsworkingtogetheraspartsofamechanismoraninterconnectingnetwork;acomplexwhole.Youareasystem,andI’masystem.Thegalaxyisasystem,andyour business is a system.Systemswithinsystems,allconnectedandaffectingeachother. Your business ismeanttoserveyouandyouraudience,butifyoudon’tdothingscorrectly,you’llendupaslavetoyourprojectandyourclientsinstead.Orevenworse:hatingtheworkyoudo.Your project needs to empower you to live the life of your dreams; otherwise, it will ultimately fail. However,becauseit’syourcreation,it’s completely affected by your feelings and actions,especiallyduringitsinfancy.Thisiswhyforyourprojecttoreachmaturityandbecomeprofitableyou’llneedtochange;you’ll need to become a an entrepreneurbylookingatthewholepictureandimprovingeverylivingpartofit. Theprimarysystems(orpillarsasIcallthem)ofyourprojectareSoul,Brand,Reach,Production and management.Alltheseareasareintertwinedtobringyourbusinesstolife;ifoneoftheseareasfail,yourprojectwillsufferandyouwithit. So let’s take a closer look at each one of them. SoulHowisyourprojectgoingtohelpyou?Whoselivesareyourmusicprojectgoingtoenrich?What’stheexactshapeofyourproject?Thesearesomeofthequestionsyouneedtoansweryourselftogive your project a meaningful soul and improve its chances of success. BrandYour project’s brand is the embodiment of your project’s soul. It needs to communicatewithyouridealaudience.Moreover,forgetaboutcomparingyourbrandwithothers.Theworlddoesn’tneedanothercopyofabusiness;itneedssomethingnew.Ifyou’refeelingverycomfortablewithyourbrand,itmeansyou’redoingwhateveryoneelseisdoing.

ReachYoudoadisservicetoyourart,yourexpertiseandtheworldwhenyoudon’tpromoteyourbrandtherightway.marketing and sales are about your brand communicating your vision, mission and unique value offer as correctly as possibletoreachtheaudiencethatwillgetthemostvalueoutofit. ProductionIfyoudon’toffervaluetoyourclientsyourbusinesshasitsdayscounted,anditwon’tmatterhowmanypeopleyoureach,they’lltakecareoftellingtheworldhowcrappyyourproductorserviceis.So,a good brand and reach can only be achieved by listening to yourself and your clients and working very hard on improving your value offer.You’llknowifyou’reofferinggreatvalue,youraudiencewilltellyou. managementYouneedtoproperlybalancealloftheotherchordssoyou can have a profitable project and the life quality you deserve by working on it.Thisshouldbeyourprimarygoalasabusinessowner.

H O W C A n Y O U I m P R O V E T H E S E A R E A S ? You need to work in them with the eyes of an artist and a scientist.Youneedtoremoveeverythingthat’swrongwiththemuntilyoureachconsistentresults,foryourself(meaningyoursalaryandpeaceofmind),foryourbusinessandyouraudience.Theonlywaytodothateffectivelyisbyinnovatingandquantifyingyourresults.Yep,managementisn’ttheonlychordthatrequiresyourprojecttoworkwithnumbers.An entrepreneur needs to understand the numbers of his project. Inanidealworld,everysingleoneofyoursystemwouldgothroughthisprojectofcreationandquantification.When you find tasks that work you need to take good care of documenting them into an operation manual,sowhenthetimeisright,andyouneedtohirehelptodoit,yourteamknowsexactlywhathastobedone,andyourprojectcankeepgrowing.

Our Roadmapping Plans and Business Consulting

Alltheseinneraspectsofyourbusiness,frommarketsegmentselectiontoofferladderdesignarecoveredbyourRoadmappingservices.They’redesignedtobeaccessibleservices,soevenifyoudon’thavethebudgettohireaprofessionaltobuildyourbrandyoustillcanbenefitfromaRoadmapthatguidesyouthroughthebestwaytoachieveit.

All our dreams can come true, if we have the courage to pursue them.

Walt disney

SoulYour project needs a soul to succeed and your work

is to discover it


Your project is born, lives and thrive based on the substance of its soul. Discoveringwhatmakesyourprojectrelevantisasoul-searchingjourney.Verysimilartoacomingofageprocess.You’ll need to help your project find its own identity, mission, and voice. Weliketopromote2nomadsasself-discoveryforsmallbusinesses,andthosearenotemptywords.Soonafterwestarted2nomads,werealizedbrandsandmarketingbythemselveswerenotgoingtohelpourclients.Likemostthingsinlife,techniquealonecanonlygetyousofar.Soinbusinessasinrelationships,ifyourprojectdoesn’thaveameaningfulandpassionatereasontoexistitwillbehardtoconvinceanyoneelseofitsworth.Investing tons of money on advertising will only get you so far if you don’t fix that fundamental issue. There’ssomethingincommonwithalmosteverysuccessfulproject;theyhaveanexcellentreasontoexistandtofightforitsexistenceandmission.If you’re not passionate about your project, it won’t survive.Youhavetoneedit,andyouneedtogiveyourprojectadefinitepurposeinlife.Thisvisionwillbecontagious,willspread,andfinally,itwillattracttherightpeopletoit. Solet’sfocusonthefundamentalsofitssoul:Your project’s vision and mission.

d E F I n I n g Y O U R V I S I O n

Basically,avisionisaviewofthefuture,andamissionisthetaskthatyou’regoingtoundertaketomakearealityofthatvision.

Manyprojectsdon’thaveamissionstatement,buttheyoftenfaceissuesinthefollowingareas: Focus:Thiscausesprojectstobeallovertheplace.Workingwithclientsorcustomerstheyshouldn’tjustmakeanextraincome,hiringthewrongpeopleinahurry,andhavingahardtimeprioritizingtasks. Communication:Ifyoudon’thaveaclearviewofwhatyourprojectstandsfor,itbecomestoughtoexpresswhatyoudo.Thishasadetrimentaleffectonyourmarketingefforts. decision-making:Whenagroupofpartnersagreesonavisionandamissionitbecomeswaymorenaturalforthewholeorganizationtomakedecisions.Thisalsoincludesanydecisionmakingemployee.

Brand:Ifthecompanydoesn’tknowwhatit’sabout,itisveryhardtoimplementproperbrandingandpositioningcampaigns. Human Resources:Withoutacompellingvisionandmission,you’relesslikelytoattractthebestkindofpeopletoyourprojectandkeepthemmotivated.Andthisincludesyouaswell.

Beforemovingforwardletmesaytoyouthatthisprobablywon’tbeanovernightprocess.Defining your vision and mission will most likely be an on-going process and an essential part of your project maturation process. Tocraftameaningfulvisionandmission,youneedtostartbyaskingyourselfthefollowingquestions. Who?

Athrivingbusinessenricheslives.Yourlife,yourteam’sandthelivesofyouraudience.Sothemostimportantquestioniswhomdoyouwanttohelp?Thisisyourprimarymarketsegment.The better you can envision this, the easier will be for your project to offer real value to someone.Maybebyhavingabetterunderstandingofthekindservicesorproductstheyenjoythemostorthesortofwebappthat’smissinginthelivesandcouldhelpthemsolveeverydayproblems. Partofyourmarketingplanninglateronthisbookwillbetofindoutmoreaboutyourmarketsegment.Toanswerquestionslikewheredotheylive?Whatmusicdotheyenjoy?Whatdotheyread?Whataretheirfavoritecolors?Allofthiswillhelpinshapingyourbrandandmarketing.So you can speak precisely to the people you want to attract your project.It’salsoanexcellenttimetoselectaveryspecificniche,ideallyunderservedwhereyoucanpositionyourselfasanauthority.

What?

What’swrongwiththeirworld?Youcandescribewhat’swrongwiththeirworldusingsinglewordsorphrases. Several members of 2nomads’ staff are also musicians,soitwaseasyforustobrainstormaboutwhat’swronginthatmarketsegmentandhowwecanhelpinsolvingthoseissues.Sotogiveyouanexamplehereiswhatweconsideriswronginthemusicentrepreneurs’world: Mostmusicentrepreneursdon’tknowanythingaboutbusinessandalmostloathetheword.Moreover,iftheyneedtofindprofessionalhelpwiththeirbusinessdevelopment,brandingandmarketingtheydon’thavewheretogosincetherearenospecializedcompaniesinthemarket.

don’t worry about being successful but work toward being significant and the success will naturally follow.

Oprah Winfrey

How?

Youneedtopositionyourselftoexploityourstrengthsinawaynooneelseisdoing,ornooneelseisdoingwellenough.That’stheotherkeytomarketingpositioningthatwe’lldiscusslateron.Fornow,makeyourselfthefollowingquestions How can you help them fix that issue and much would their lives improve? Imaginethatyou’vebeenabletosolvealltheproblemsyourcustomershavebeenbattlingwith.Whatdoesthatworldlooklike?

For2nomadsifwecansolvetheproblemsIlisted,ourclientswillbeabletoidentifythecurrentissueswiththeirreachandproject’sshape,reachtheirrightaudienceandimprovetheirlivesintheprocess.

T I m E T O C R A F T Y O U R V I S I O n Nowthatyouknowthewho,thewhatandthehowyoucancraftyourvisionstatement.Ourvision,forexample,isthefollowing: We envision a world where entrepreneurs are better able to make their statement and reach the people that matter to them. Andtogiveyouanotherexamplehere’sSteinberg’s:Ourvisionistobethefirstchoiceforpeopleinteractingwithsoundandmusic.

d E F I n E Y O U R m I S S I O n A S W E L L

However,whystopthere?Let’sworkonyourmissionaswell.Yourmissionistomakeyourvisionreal.Butwealsowanttosayhowwe’regoingtogoaboutit. Here’sourmission:To empower entrepreneurs to find their voice and communicate it to the world. Let’sreviewthreeothermissionsandvisionsfromthemusicindustry. LANDRisanintelligentplatformthatreinventsaudiocreation,collaboration,mastering,sharingandreleasingusingbigdataandmachinelearning.Its mission is to give musicians the power to create and get heard. Soundcloud’s mission is to connect every human online through the power of music and audio. Spotify’s:give people access to all the music they want all the time - in a completely legal & accessible way.

B E F L E X I B L E

Beforewrappingupthevisionandmissiontopic,Iwanttobringyourattentiontosomething. Let’scheckout2nomads’missiononelasttime:Our mission is to empower entrepreneurs to find their voice and communicate it to the world. Itmightsoundabittoobroad,andyoumightwonderwhywedidn’tfocusourmissiononjustbrandingforentrepreneursorevenwebdesign.Theanswertothatisthatwewanttobeabletoaccomplishitbyanymeannecessary. nowadays it’s achieved through a series of services which includes business consulting, branding and marketing.However,whoknowswhatnewservices,webappsorproductswe’llthinkofinthefuture?Wewanttobepreparedtoembracenewwaystohelpusfulfillourmission,bereadytochangeandendurethetestoftime.Havethatinmindwhenfindingyourmissionandvision,youmightneedtogodeeperthanyouthinktohelpyourclients.

Y O U R P E R S O n A L R E A S O n

AsIsaidatthestart:You need to have a good reason for your project to exist.Itneedstofeedyou,bothfinanciallyandemotionally.Allprofessionalprojectstestyou,soif your reason’s roots aren’t deep enough your business will consume you and leave you broken. Sotakeallthetimeyouneedtofindyourreasonandmakesureit’sstrongenoughforyoutocommittoit. Tobuildaprojectthatservesyouandothers,youneedtoknowexactlyhowitshouldimproveyourlife,thelifeofyouremployeesandthelifeofyouraudience.However,indoingso,you need to make sure you put yourself first than anything else because if your project doesn’t serve your life in a healthy and fulfilling way, it has its days counted. Youachievethatbydescribingtheexactlifeyouwantforyourselfandhowyourprojectcanhelpyoutoachieveit.Remember,youneedtobepassionateaboutthesereasonstothepointyouwakeupenergizedeverymorningtoworkonachievingyourgoals. Yourprojectshouldneverfeellikeaprison,shouldn’tevenfeellikeajob.If it is, you need to go back to finding your reasons and making your project serve them better.


H E R E ’ S A L I S T O F T Y P I C A L R E A S O n S A n d m Y S A Y O n T H E m

I want more freedom and time to spend with my loved ones:Thendon’tworkyourassoffinyourbusiness.Youputlimitsonyourworkinghoursandworkwithinthatlimits(you’llbesurprisedathowmuchyoucanachievewithlesstimewhenyouputyourhearttoit).Beforescalingsales,youworkonyourchordsandthenonautomatingthem.Youmakesureyoucanprovideanexcellentservicebythefractionofthetime. I want to be able location independent:Thenyoubuildaprojectyoucanmanagefromtheinternetandmakesureitmakesenoughmoneyforyoutobeabletolivewhereveryouwant. I want to help others or change the world:Thenyoucreatewaystoservethembetter. I want to make tons of money:Moneyisnotenoughreasonforamusicprojecttoexist.Sobecarefulwithhowyou’replanningtoachievethat.Paymentshouldbetheconsequenceofstrongbusinesshabitsandsystems.Itshouldalsobetheconsequenceofofferingyourclientsanexcellentservice.Thekindofservicethey’llrecommendyoufor.Ifallyouwantisquickandeasymoneyyou’reinforabigsurprise.Youmightgetawaywithitforawhile,butgreedisn’tenoughmotivatorandcheatingonpeopletomakemoneywillcomebacktohauntyou.Soaimtogetrichtherightway.

Rembember why you started―Unknown


Your personal reasons, vision, and mission, combine to give shape to your project.Wecancallthisshapeyourbusinessmodel.Thisshapewillstartinyourmind,butit’sagreatideatowriteitdown.Youcouldcalltheprocessofdefiningitsshapeinpaperaninternalbusinessplanorwhateveryouwant,Iliketocallit Project Blueprint,itsoundswaybetterthanbusinessplantomeandwhatIproposeyoutodoisn’texactlyabusinessplananyway. YourProject Blueprintisadocumentthatoutlinespreciselyhowisthisprojectofyoursgoingtohelpyouandotherpeople.It should explain in detail how all the areas of your project work.Itshouldincludesystemsandprocessesforeverything,fromhandlinginvoicestotheexactwayyoucreateaproduct. Havingthisinwrittenformwillallownotonlytohavesomeperspectiveandbeabletoimprovethingsbutalsotoeasilyhandrelevantsectionsofittoanemployeeasanoperationmanual.That’s how detailed it should be. ThemainfocusofyourProject Blueprintwillbetocreateasustainablebusinessmodelorshape.A good idea if you’re open to it is creating a business model that doesn’t need you to work in it. Yes,you’vereadmeright:youcanstopbeingpartoftheequation.At some point you’ll need a vacation, you’ll need a sabbatical year, or you’ll naturally want to stop working in your business but still make an income from it.Ifyou’regoingtoachievethatyouneedtoworkonyourbusinessandnotinitoratleastmakesurethat’stheprimaryfocusofthetimeyouinvestinit. Iknowwhatyou’rethinking:whatifIamafreelancerandworkbymyself?Well,ifyouwanttoachieveastreamofpassiveincome,I’dsuggestyoustartlookingintowaystoautomateyourtasksanddelegatethem. Toaccomplishalloftheabove,youneedtoworkonyourprojectinsteadofinyourproject.Soit’sabletoreachmaturityanddoesn’trequireyouworkinginitanymore.You need to own a business, not a job.

Your Project’s ShapeL E T ’ S g E T S T A R T E d


AftereachmainsectionofthisbookI’llsuggestaseriesofstepsinorderforyoutostoppassivelyreadingandgetyourhandsdirty.Theseareimportantandhavethepotentialofgreatlyimprovingyourmusicentrepreneurshipskills. 1.Startbyworkingonyourmissionandvisionstatement.Gothroughthedifferentideasandcomeoutwithseveraloptions.Bepreparedtoworkonthisduringyourwholebusiness’lifespan.

2.Makesureyouselectaprofitablenicheasspecificaspossibleanddeterminewhatisyourexactoffervalueforit.

3.Makesureyoustartworkingonyourpersonalreason.It’sreallyimportant.

4.AskyourselfthefollowingquestionsandwritethemdowninyourProjectBlueprintdocument.

HowcanIgetmybusinesstowork,butwithoutme? HowcanIgetmypeopletowork,butwithoutmyconstantinterference? HowcanIsystematizemybusinessinsuchawaythatitcouldbereplicated5,000timessothatthe5,000thunitwouldrunassmoothlyasthefirst? HowcanIownmybusiness,andstillbefreeofit? HowcanIspendmytimedoingtheworkIlovetodoratherthantheworkIhavetodo? HowcanIexplainhowmyprojectcanhelppeoplemostexpertly? HowcanIautomatemymarketingandsales? HowcanIimprovemyprojectprofits?

Action StepsL E T ’ S g E T S T A R T E d

BrandIt’s time to breathe life into your vision


Allthepillarsofyourbusinessareintertwined.Theinnerworkingsofyourprojectgiveshapetoitssoul,butyoucouldsaythatwhatlivesinthemindofthosewhocomeincontactwithyourbusinessisthebrand.Whatyouraudienceperceiveisneverthetotality,onlyanimpression.In other words, the brand is the body to your project’s soul. Thebrandiswhatpeopleseeandfeelwheninteractingwithyourproject.Yourcopywriting,yourwebsite,yourinvoices,yourservices,thewayyoutreatpeople,thewaythepeopleinyourprojecttreateachother,allofthatandmorebuildyourbrand,everydayandeveryhour. However,alltheseelementsthatgiveshapetoyourproject,whencorrectlyplayed,communicateastronganduniqueidentityandmessage,theycommunicatethesoulofyourprojectthewayyouconceivedit.Thesoulwon’tattracteveryone,andthat’sallrightbecauseitwillattracttherightpeople,youridealclients.I’msureyou’regettingitbynow,yourbrandisthecoreofyourreach.Without a unique brand, reach activities like marketing and selling will always perform very poorly.

Y O U R B R A n d U n I Q U E n E S S

AsImentioned,yourbrandwillmatureintime,butyouneedtonurtureittherightwayforthattohappen.Oneofthemostcriticalelementsofaneffectivebrandisdeliveringanexcellentservicetoyourclientsandbeingconsistentintheprocess.Again,yourbrandiseverythingyoudoinyourcompany.A good brand attracts the right kind of clients and customers. Moreover,allofthemgetincontactwithalloftheaspectsofyourbusinessdirectlyorindirectly.Youthinkyourteamwon’tnoticefinancialissueswithinyourcompany?Youthinkthatwon’taffectthewayyoucommunicatetopotentialclients?Remember:everychordsintertwinedtogiveshapetoyoursong. Sowhat’sthebestadviceIcangiveyou?Beinggoodatwhatyoudo.Focusingonanicheoraparticularneedwillbethefasterandsafestpathtoachievethat.Whenyouaregood,clientsspreadtheworld,that’sthebestkindofmarketingthereis.That’s a brand doing the heavy lifting for you. That’sthemainingredientforyourbrand’suniqueness.Findingwhatyou’regoodatandbecomingevenbetterbyoptimizingeverythingyoudoforthatspecificidealclient.Fromthewayyouspeaktothem(marketing)totheway,youdeliveryourservices. A fantastic tool for promoting and giving shape to your brand is your online presence, and it’s a core element of our services, so let’s focus on it.


nowadays

Your brand needs an online presence, and a functional website is usually the center of an effective online presence.

What’s an online presence and why does your project need one?

Blogging B2Bmarketersthatuseblogsreceive67%moreleadsthanthosethatdonot.Marketerswhohaveprioritizedbloggingare13xmorelikelytoenjoypositiveROI.

Social Publishing Socialmediaprovidesinteraction,conversationandanengagementplatformforyourtargetaudience.Youcanfindandaddresstheaudience’suniqueneedsbycontinuouslyengagingwiththeminthesocialmediaworld.

67%+ Bloggeneratewebvisitors

13x+ PositiveROI

295%+ MoreindexedPages

75%+ AquiredCustomer


20yearsagowedidn’teventhinkaboutonlinepresences,nowmostofushaveone.Fromoursocialmediaprofilestoyourbusinesswebsite,abigpartofourliveshappensonlinenow.The Internet has become one of the most cost-effective marketing channels for most businesses. However,businessesneedtorethinkthewaytheyapproachmarketingandsalesiftheywanttosurviveintheonlineworld.more and more prospects are making decisions on information they find in search engines or social networks. Inthisscenario,interactingwithyourtargetaudienceandimprovingyouronlinepresencewithsocialmediamarketingandqualitycontentiscrucial.

Read moreYoucanreadmoreaboutthistopicinthisarticle:https://2nomads.org/blog/build-online-presence/

Page TitlesURLsPage Headers

Quality Contentmeta descriptions

Website Optimization 47%ofvisitorsexpectawebpagetoloadin2secondsorless.40%ofvisitorswillleaveawebsitethattakeslongerthan3secondstoload.Googleisincreasinglyusingpageloadspeedasameasureinsearchrankings.

Search Engine Optimization ComparedtothecostsassociatedwithotherformsofonlinemarketingsuchasPPCadvertising,socialmediamarketing,orpurchasingleadsforanemailmarketingprogram,SEOprovidesfairlygoodROI.

47%+ Visitorsexpect2secondsorless.

44%+ Willtellafriendaboutit.

SEO Keys Success:


What’s a Website for?d O Y O U R E A L L Y n E E d O n E ?

Someprojectscanstartwithoutawebsitebysimplyusingasocialprofiletopromotetheirmusic,productsorservices.Ifyoudon’thaveenoughmoneytoinvestatfirst,thisandasimplebrochuresitebuiltusingsomethinglikeWixmightbeallthatyouneedforawhile. For a more established businesses or startups with more sophisticated needs, a professional website is a must.Itwillallowyoutocompletelytailortheuserexperiencewhichwill,inturn,improvesyourbrand’sreputationandmarketing.However,thatcanonlyhappenifyourteambuildsyourwebsitewiththatinmind,whichisn’tnecessarilyrelatedtohowamazinglookingyoursiteis.

It’s a good question to make yourself before investing in a website.

“do not be embarrassed by your failures, learn from them and start again.”―RichardBranson,founderoftheVirginGroup.


doing it yourself

Amongthefree(orcheap)do-it-yourselfoptionsthere’sWix,Wordpress.com,andWeeblyamongothers.Ifyoudon’thavepreviousexperiencewithdesignandcodingIonlyrecommendtheseifyouhavelotsoftimetowasteonit,haveanexcellenteyefordesignandcanbesatisfiedwithnotsogoodresults. most of those options won’t give you a super professional looking website but sometimes depending on the current stage of your business and its nature such a site might not be needed,andyoumightbebetteroffinvestingyourmoneyinotherareaslikepromotion. Therearealsomanytemplatesyoucanbuyfor20or50dollarsinsiteslikeEnvatoMarketandwillgiveyouaprofessionallook(notveryoriginal,though),andyoucanedityourselfwithsomelearningandpatienceinvolved.

If you’re starting your business with a low budget, this might be the option for you.


Hiring a professional

Hiringanagencyorafreelancerforthejobcanbeagreatoptionifyouhavethebudgetforit.Itwillsaveyoutime,andifyouhiretherightpeople,theresultsshouldbeexcellent. Therearefourmajorareasinwhichthepeopleyouhirecanmakeanenormousdifferencecomparedtodoingityourself.Thosearemarketing,design,codequalityandcopywriting.

Be so good they can’t ignore you.―SteveMartin,Actor

The best option when you have a budget for your online presence.

design

Code Quality

Copywriting


The big fourP R O F E S S I O n A L S C A n H E L P Y O U W I T H .

It’s easy to lose marketing from sight while developing websites.

great user experience is key to an effective website.

Quality saves you money in the long-term.

Your brand will be built upon text.

Let’srememberyouneedtocommunicatetherightmessagetoyouraudienceandthatcanbebetterachievedthroughsimplicitymoreoftenthannot.That’swhyateamexperiencedinmarketingwillusuallygetyouthemostcost-effectivesolution.

Hiringanexpertwebdesigner(andnoticethewordwebbeforedesigner)orateamwhichincludesonewillguaranteeyouaproperUX(userexperience),simpleandusableinterfacesandprofessionalandpolishedlook.

Programmersarethepeoplemanufacturingwebsites,andlikeeverythingelse,youhavegoodqualityproductswhichendurethetestoftimeandgoodlookingbutpoorlybuiltproductsthatgetbrokenoneweekafterpurchase.Inotherwords:therearemanywaystocodeawebsite.

Aprofessionalwriterwillworkwiththemarketingteamtoensureyourtextsaremorethancapableofselling.Asageneralrule,theyshouldbewrittentoconnecttoyourmarketsegment.Thatcanonlybeachievedwhenyouknowyouraudienceverywell.

Let’snotforgetyou’reprobablybuildingyourwebsitetosell.Inotherwords:yoursiteisasellingtoolandpartofyouronlinepresence.

Gooddesignisnotjustaboutmakingawebsitelookawesome;it’sfirstandforemostaboutcreatinganexcellentonlineexperienceforyouraudience.

Thewayit’sbuiltwillimpactitsmaintenancecosts,durabilityandloadtimes.It’simportanttonoticethatloadtimesarecriticalbecausetheycansignificantlyaffectyourconversionrates.

Noteverywantstohireacopywriterforthetextsintheirwebsitebutit’susuallyagoodideaifyoudo.

Therearethemajorareaswhereaprofessionalcanmakethedifference.

marketing


To hire a teamO R A F R E E L A n C E R ?

Therearesomefreelancersouttherewithplentyofexperienceinalltheareasthatcangiveyouanexcellentresult,butthey’rehardtofindandusuallycostly.

It’s easier to hire a whole team of experts where a specialist covers each area.Oneofthebiggestprosofhiringateamisthefactthatawell-managedoneismorecapableoffulfillingdeadlinesthanasingleperson.Weusuallyhavemorethanonedeveloperworkingonprojects(eventhesimpleones)andbackupprofessionalsfortheotherdepartmentsincaseateammembergetsilloranyothereventuality.Wefoundthistobeagreatsecuritymeasuretosecuredeadlinesforourclients. That said, some projects (because of their size or complexity) are meant for a team and are impossible to be built by a single

W H A T K I n d O F P R O F E S S I O n A L S A R E U S U A L L Y I n V O L V E d I n A H I g H - E n d d E V E L O P m E n T ?

Asyoucanprobablyimaginebynow,therecanbemanypeopleinvolvedinthedevelopmentofprofessionalwebsitesorwebapps. Thisisnotalwaysthecase,butit’stheidealifyourbudgetallowsforit.Duringourdevelopments,theteammembersinvolvedusuallyareacreativedirector,aprojectmanager,anonlinemarketingexpert,acopywriter,adesignerandseveraldevelopers.


What about Hosting?

Traditional marketing

Content marketing

Build Awereness Builds Engaged & Loyal audience

Manyclientsmakehastetohireahosting(usuallythecheapestone)withoutmuchknowledgeoftheconsequences.Ifyou’recapableofmanagingyourserveryoucanexpectexcellentresultsatameagerprice;otherwiseyou’llbetterasktheprofessionalinvolvedwiththedevelopmentofyoursite

whatdotheyrecommend. Theprimaryissuewithbadhostingservicesisloadtimes,whichaswementionedbeforecanmakeyouloselotsofmoney.Amongtheotherissuesthereisisdowntimes(yoursitegoesofflineforaspecificperiod)andlousysupport.

H O S T I n g I S A n O T H E R I m P O R T A n T P I E C E O F T H E P U Z Z L E .

Interruption-Based Permission-Based

Two Way Communication

One Way Communication

CustomerCameviaPrint,TV,Radio,Bannerad,etc.

CustomerCameviaSearchEngine,Referrals,SocialMedia,etc.

High Cost Spending

Educate & Entertain Customers

ConvertingLeadstoCustomers

Low Cost Spending

VS.

Accept Decline

Findoutmoreaboutloadtimesinourwebsite:2nomads.org/blog/lose-money-slow-pagespeed/


Phases in the developmentT H E d E S I g n T E A m Y O U H I R E W I L L d E T E R m I n E T H E A m O U n T O F P H A S E S .

All these stages are reflected in our client area and each one has specific tools for our customers to

leave feedback.

Understanding the projectrequirements

andthebestapproach.

Buildingthewholewebsite

Wireframing,copywriting,and

mockups.

Thewebsiteistestedindifferentdevices

andsituations.

Everythinggetswrappedupandthesiteislaunched.

discovery Phase

development Phase

design Phase

Quality Assurance

Launch Phase

dEV

ELO

PmEn

T PH

ASE

S

01

02

03

04 05


discovery Phase

goals

Inbound KPI’s

Duringthisphaseyoubasicallysetyourgoalsandstrategyforyouronlinepresence.

Itcanbebyyourselforwiththehelpofaprofessionalonlinemarketerandaccountexecutive.In2nomadsthisispartofourRoadmappingservicewhichreports.

-InboundSalesRevenue-LeadsGeneration-WebsiteTrafficStatistics-ClickRate

-KeywordRanking-CPCConversion-Reach&Engagement-ConversionsRate

-NewCustomers-MonthlyRevenue-CustomerRetention

-BusinessGrowth-MarketShare-LowerCPA

01

Specific

Measurable

Achievable

Reasonable

Timebound

Determinewhichmarketingobjectivesyouwouldlikeyourwebsitetoachieve.Somegoalexamplesare:

Your goals should be...

Keyperformanceindicatorswillhelpyoutoundersandcampaigndata,createkeydecisionsandimproveyourmarketingcampaigns.

S

m

A

R

T


design Phase

development Phase

02

03Whenmockupsareapproved,it’stimetobuildthem.Thisphasecanbethelongest,dependingonthenumberofdevelopersinvolvedandthebudget.Weusuallyworkwithseveraldevelopersperprojectwhichreducesdevelopmenttimesbyasignificantmargin. Duringthedevelopment,weusuallyworkonabuildingsitecalleddevelopmentsitewhichishostedonourservers.WealsohavetoolsforyoutoleavefeedbackdirectlyonyourdevelopmentsitewhichisespeciallyusefulduringtheQualityAssurancephase.

Ifyouhireanagencyduringthisphasethecopywriter,marketer,projectmanager,anddesignerallsitdowntogethertodiscussthebestapproachtocommunicatetherightmessagetoyouridealaudience.Theworkstartswithwireframesandcopywriting,oncethetextsandthelayoutofthewebsiteareapprovedthedesignerstartsworkingonmockups. Sometimesforlackofbudgetordifferentreasonsdesigncanbestartedwithoutthefinaltextsandcontent.It’snotrecommendedatallbecausecontentwillalwayshaveanimpactonthedesign.Youneedtoconsiderthatchangingcontentduringdesignwillusuallyhavesomeextracostsifyouhiredaprofessionaltodesignyoursite. Theresultofthisphaseisusuallyamobilemock-upforsmalldevicessuchasphonesandadesktopmock-upforlaptopsandbiggerscreens.Dependingonthebudgetmobilemockupscanbeignoredandareasonablygoodinterfacecanbebuiltbasedonthedesktopversion,butit’snotrecommended.

Search Blog LandingPage

CTA ConversionForm

DownloadContent

“If a man does not keep pace with his companions, perhaps it is because he hears a different drummer. Let him step to the music which he hears, however measured or far away.”

Henry david Thoreau


Quality Assurance Phase

Launch Phase

04

05Wheneverythingissaidanddoneit’stimetolaunchyourwebsite.Itwilltypicallyrequiresomepreparationandplanning,especiallyifyoualreadyhaveasiteonlineandarelaunchinganewversionforit. Forthisphase,thehostinganddomainwillneedtobeprepared,andthedevelopmentsiteismigratedtoitsnewserver.

Thedaysofsimplewebsitesaregone.Nowadaysyouhaveaplethoraofdevices,screensizesandbrowsers(thenewandtheancientoneslikeInternetExplorer9or11).It’squitecomplicatedtomakeasiteworkwellinallofthem,andusually,somecompromiseshavetobemadeinspecificscreensizes,computerspecs,andbrowsersversions. Thiscriticalphaseisaboutfixingbugs,workingonaccessibilityandsomeotherissuesthatmightshowupduringdevelopment.

ThedomainisanothervitalaspectofyouronlinepresencewhichcanhaveanimpactonSEO.Werecommendyouhandletheregistrationbutalwaysconsultanonlinemarketingprofessionalbeforehiringadomain.

Registering a domain


CmS?d O Y O U n E E d I T ?

CMSistheacronymforContentManagementSystemwhichisbasicallyagraphicinterfaceforhandlingcontentinyourwebsite.

Thesimplertheinterfaceis,themoreprobableisthatyoucanhandleallthecontentonyourwebsiteyourself(ifyouhavetimeforit).Wordpress,Drupal,andJoomlaarethebigplayers. In 2nomads we use Wordpress for projects that require e-commerce and more complex behaviors and Jekyll for most of the projects. ThereasonwhywedothatisWordpress,andothersimilarCMSuseadatabasewhichmakesthemslowerthansolutionslikeJekyllandalsoeasiertohack.WhenweworkwithWordpress,weworkhardonsecurityandoptimization,butit’sstillamoreinsecureandresource-hungryCMS.

A n d W H A T A B O U T B L O g S ?

You’veprobablyreadablogatsomepointoranother,soyouknowwhatwe’retalkingabout.Ifthecontentwashelpful,youprobablykeptreadingfromthatauthor,andsoonerorlateryoumighthaveevenhiredherorrecommendedtheblogtosomeoneelse(whomighthave). That’swhycontentcreatingisanimpressivemarketingapproachthesedays.Theeffortyouputincompoundsovertime:contentlasts,speciallywrittenone.Youcanhaveanarticlewrittentenyearsagogetyouanewleadtoday. If you’re planning on selling a product or service on your website, a blog is probably a great way to achieve that goal. Youcanreadmoreaboutcontentmarketingintheupcomingchapter.


Website maintenancem A I n T E n A n C E C O S T S n E E d T O B E T A K E n I n T O C O n S I d E R A T I O n W H E n B U I L d I n g A W E B S I T E .

Manythingscangetbrokeninawebsite,andthere’salsothehostingmonthly(orannual)feesanddomainregistrationcosts(usuallypaidonceayear). SimplewebsiteslikethosebuiltwithJekylldon’trequiremuchmaintenanceifanythingatallbutmorecomplexplatformslikeWordpressdoes.Therearesignificantsecurityupdatesfromtimetotime,veryregularupdatesforallthepluginsandthemes(ifyouusedacommercialone)andsomeotherstufftotakeintoconsideration. Beyondthatthere’salsothefactthatwebsiteswithblogswillhavetodealwithconstantcontentcreationandifthingsgowell,answeringcomments.Sitesalsotendtoneedregularcontentupdates,newlandingpages,etc.Intheseaspects,Wordpressisavaluabletoolforthosewhodon’twishtohiresomeonetomaintainthecontentontheirsite. That considered, it’s a good idea to check if the person or company building your website will be offering you maintenance services. Companiestendtobemorereliableinthisaspectthanfreelancers.Also,haveinmindthathandingoffmaintenancetoadeveloperwhodidn’tbuildthesiteinthefirstplaceoftencomeswithsomeextracostsrelatedtolearningwhatthepreviousdevelopersdid.


Why do prices vary so much?W H A T ’ S T H E d I F F E R E n C E ?

Ifyou’realreadysearchingforprofessionalstobuildyourwebsiteyouprobablynoticedavastrangeofprices.Somecompaniesarejustexpensive,andsomeotheraremerelycheap,butthere’susuallyqualitydifferencesinvolved.

Themostimportantqualityelementtoconsiderisitsdesign.Isthepeopledesigningthewebsitefullycapableofbuildingawebsitethatcansell?There’samuchdeeperworkinvolvedindesigninganeffectivewebsitethanininstallingasimpletemplate. Weexplainedtheidealprocessbehinddevelopingawebsite,fromproperplanningtolaunching.Themorestepsinvolvedandthemorepeopleinvolvedthemostexpensivewebsitebecomeasageneralrule.Therearefreelancersandevencompaniesofferingwebsitesforaslowas400dollars.Moreoftenthannotyoudon’tgetagoodfinalproductforthatamountofmoneynordoyougettheproperguidanceorresearch. Anotherconsiderablefactorinvolvedinpricingisthesizeoftheproject.Awebsitewithtwoothreepagesdoesn’tcostthesamethanawebsitewith20pages.However,eventhenyouneedtotakeintoconsiderationthecomplexityofthosepages.Doesthesiteneedanimations?Complexandfancybehaviors?Themorecomplexapageis,themoreworkisrequiredforit. Afterthatthere’sthepaymentmethodissue,in2nomadswefavorfixedpricesoverhourlypayment.Webelieveitforcesustoworkmoreefficientlyandwithasmuchqualityandspeedaspossible.It’salsowaymorestraightforwardfortheclienttoknowexactlyhowmuchthey’llhavetopayfromthestart.Therearesomecases,though,whenit’simpossibletomakeaproperestimate,andweneedtochargebythehour.Verycomplexwebsites,weappdevelopment,maintenance,andotherscenariosdemandshoursratherthanfixedprices.


1.Basedonyourbusinessmodelandvisionwritedownhowyouwouldliketheworldtoperceiveyourbrand.Doyouwantittocommunicateformality?Boldness?Oryouwanttocomeacrossasafunnyandrelaxedbrand?Takealookatyourindustry.You’llnoticehowdifferentbusinesscommunicatetotheworld.

2.Ifyouhaveenoughbudget,gooutthereandhiresomeonetostarthelpingyouandguidingyouthroughthebrandingprocess.Ifyouvisitedourwebsite,you’veprobablyseenourBrandit™plans.ThisspecificserviceisdesignedtocoveryourbranddevelopmentbyworkingontheelementswediscoveredandworkedonduringourRoadmappingsession.Thiscanincludeyourwebsite,logo,businesscards,copywritingandmore.Alternatively,Ifnotmakesureyoureadmoreaboutwebsitedesign,branding,logodesignandgetdowntoit.

Action StepsT I m E T O g E T T H I n g S d O n E

ReachI f a t r e e f a l l s i n a f o r e s t a n d n o o n e i s a r o u n d t o h e a r i t ,

d o e s i t m a k e a s o u n d ?


Reachisaboutmakingthesoulandbrandofyourprojecttouchotherpeoplelives.Theonlywaytoachievethat,ofcourse,isbyshowingouttotheworldwhatyourprojectcando. You won’t have a good reach without a soul and an attractive brand that communicate if effectively. Don’tbeconfusedbythefactthatyourbusinessneedstoserveyouandthatyourbusinessneedstobefocusedonstuffthatyou’repassionateabout.Whenitcomestomarketingyourbrand,youneedtofocusonyouridealclientbecauseifwhatyou’repassionateaboutdoesn’tsellyou’reoutofbusiness. Therearetwoelementstothispillar:SalesandMarketing.Marketingistheprocessofmakingyourbrandknown,ofcreatinganimageonyouraudienceofwhatyourbrandstandsforandwhatItcanforthem.Ifyourbrandattractsthem,they’llcontactyou.Whathappensfromthemomenttheycontactyouaboutyourofferandthepointwheretheyhireyouissales.

m A R K E T I n g

Well,thereachpillarwillbeshapedbyyourclientsbecauseyourMarketingStrategyneedstoexistforyourclientandnobodyelse.Inotherwords,youneedtoforgetaboutyourplans,yourvisionandwhatyouwant.Right,youneedtoselectyouridealclientandcommunicateyourbusiness’brand,butthat’sallthesayingyougetonthis. However,thewaytheyshapeyourreachstrategyisbywhispering,andyouneedtokeepyourearsopentohearit.That’sbecausemostpurchasedecisionshappenintheunconscious,meaningthatyourclientswon’tevennoticemostofyourmarketingonaconsciouslevel,they’llfeellikebuyingorrunningtheotherway. Soifyourtargetaudiencedoesn’tknowwhattheywantonaconsciouslevel,howcanyou?You can’t, not unless you know his demographics and his psychographics.

demographics and PsychographicsDemographicsandpsychographicsarethetwoessentialatomssupportingasuccessfulmarketingprogram. If you know who your customer is—demographics—you can then determine why he buys—psychographics. Psychographicinformationmightbeyourbuyer’shabits,hobbies,spendinghabitsandvalueswhileDemographicinformationincludesgender,age,income,maritalstatus–thedryfacts. Inotherwords,tobeabletoselltoaspecificmarketsegment,youneedtounderstandyouraudiencedemographicsandpsychographicsandcreateamarketingplandesignedtosatisfytheirneeds.How?Youneedtotestdifferentapproachesandquantifytheresultsofeverything.Asyoubuildaclearerpictureofthem,youdefineyourexactmarketsegment. WhydoyouthinkFacebookissuchagoldmine?Whydoyouthinkbusinessesaresointerestedinbuyingsocialnetworkdata?They’re studying people’s demographics and psychographics. Elementslikecolors,dressing,specificwordsandmusiccanallhaveanimpactontheunconsciousmindandmakeaclientbuyaserviceorproduct.Moreover,thebigcompaniesoftheworldinvestacrazyamountofmoneyonresearchingthis. Let’s define a market segment for you to understand this process better. This will be a fictional female indie band fan.

demographic Information

• Female• Aged 15-32• Single• Householdincome$50K+• Livesinbigcities

Psychographic Information

• Likestoreadclassicnovels• Wearshipsterstyleclothes• Lovesminimalism• Enjoysgoingonlineintheevenings,bigfanofPinterestandInstagram• Findsfulfillmentinartrelatedactivities• Valuestimewithasmallgroupoffriends

H O W T O g A T H E R T H I S I n F O R m A T I O n

Twowords:interviewingandresearching

1) Interviewing Existing Clients

Behonest,explainyou’retryingtounderstandyourclientsbettertoimproveyourmarketingandvalueofferforthem.Askthemabouttheirinterests,theplacestheysearchforservices,themusictheylike,thebrandstheyloveandwhy,theplacestheyenjoygoingonvacationsmore,wellyougettheidea.Allofthatwillgiveyouabetterideaofthekindofdesign,copywritinganddeliveryimprovementsyoushouldmaketoyourproject.

2) Researching Website Analytics

WanttoplayatbeingFacebookforasec?DoA/Btestingforthekeysectionsinyourwebsite,testdifferentcontentinsocialmediaandanalyzewhichonegetsthemostlikesfromyouridealaudience,researchyoursite’svisitorsbehaviorsinGoogleAnalytics. AsImentionedbefore,mostofthepurchasing-processhappensintheunconscious.Thiskindofresearchgivesyouaglanceatthat.Yourcustomermaynotthinkofthemselvesasbargain-hunters,butifthatdiscountcodeworked,it’sgoodtoknow.

H O W T O U S E T H I S I n Y O U R m A R K E T I n g P L A n

Let’sgetbacktoourIndieMusicFanforasec.Weknowshe’susuallyyoung,singleanddoesn’thavetonsofmoney.Thatgivesusanideaoftheirbudgetandthatouradvertisingeffortsshouldincludethatagerangeandonlybigcities. WealsoknowsheusesInstagramandPinterestalotsooursocialmediaeffortswillbefocusedonthosetwosocialnetworks.Butnotonlythat,shelovesclassicnovels,minimalismandhipsterfashion.Thatgivesusmanyideasfordesigningthecontentyou’llbepublishing.Yourcopywritingshouldhaveelementsandvocabularyfromthoseclassicnovels,youcouldtalkaboutthewayyourservicesorproductsembracetheminimalismconcept,andyoucanchoosepicturesofpeoplewearinghipsterclothing. However,that’snotall;youneedtoputtheseassumptionstothetest.Dotheylikethatcontent?Isitworking?Ifnot,whatcouldbewrong,whatcouldyoutestnext?

Once you find your exact target, you need to attract it. That’s what Content marketing is for.

Choose a job that you like, and you will never have to work a day in your life.

Confucius


The art of attracting the right audience

Yourprojectwillremainunknownunlessyouhaveaproperapproachtopromotingit.Andeventhen,ifyourbrandisn’tattractiveforyourtargetaudience,itwon’tsellanything,nomatterhowmuchmoneyyouspendonyourPPC(PayPerClick)campaignorSEO.

As a company, we’re focused on content marketing. Andthat’sthemarketingmethodwerecommendtomostofour

clients.The reason is that it’s the most organic and natural way to communicate with your audience. Thecentralconceptbehinditisofferingvaluefirstbycreatingfreecontent.Blogs,videos,emailcoursesandfreee-booksaresomeofthemostusualtools.

Content marketing

01 02

• Call to Action• Landing Pages• Forms• Contact Form

ATTRACTWhere strangers come to your digital channels and become acquainted with your brand.

Your free content open conversions that effectively convert visitors to leads.

COnVERT

C H A n n E L S C H A n n E L S

VisitorsStrangers

• Blog• Social Publishing• Website Optimization• SEO


Content Tactical Key Components:

03 04

demand generationDefinedemandgenerationandleadnurturingtactics.

Situation AnalysisAuditcurrentdigitalpositioncomparedtocompetitors.

digital ExperiencesAnalyzethedigitalexperienceyou’reprovidingtovisitors.

Key metrics & ReportsIdentifykeymetricstotrackandsetareportingschedule.

Quality ContentConductcontentaudit&mapcontenttothebuyer’sjourney.

Website PerformanceFirstimpressiontoyouraudiencewithmobileandinboundready.

• Email• Automation• Lead Scoring• CRm Integration

• Surveys• Smart Content• Social monitoring

Sending relevant content that builds trust with a prospect until they are ready to buy.

If you offer exceptional services to your clients, they’ll become be your greatest promoters.

CLOSE dELIgHT

C H A n n E L S C H A n n E L S

Leads FansCustomer


Attract Phase

WaysBloggingSEOSocialMedia

ToolsBloggingPlatformSocialPublishingWebsiteOptimizationKeywordTracking

Blogging Blogshelpyoutoattractyouraudienceanddrivetraffictoyourwebsite.Bycreatingrelevant,unique,personalizedand,excitingcontentforyourtargetaudiencewillbuildalong-termrelationship.

Social Publishing Socialmediaprovidesinteraction,conversationandengagementplatformforyourtargetaudience.Youcanfindandaddressyouraudience’suniqueneedsbycontinuouslybeingactiveandengagedinthesocialmediaworld.

during the attract phase people may be strangers to your brand. Your content marketing plan has to build brand awareness, reach new audiences and drive new traffic to your website.

STRAngERYouraudienceas

55%+ Bloggeneratewebvisitors

95%+ Blogdrivemoreinboundlinks

295%+ MoreindexedPages

75%+ AquiredCustomer

T U R n S T R A n g E R S I n T O V I S I T O R S


Page TitlesURLsPage Headers

Quality Contentmeta descriptions

Website Optimization Youneedtooptimizeyourwebsiteforcontentmarketing.Definingclearuserexperiencesthathelpcustomersandleadthemthroughyourpreferredsalesfunnels.

Search Engine Optimization SEOisofvitalimportancetoancontentmarketingcampaign.WedevelopOn-siteSEOinmind.Veryimportanttoincreasetheauthorityandpopularityofyourbrandinallmajorsearchengines.

InsightsIt’skeytodiscoverthebestplacestoreachyourtargetaudience.Onceyoudo,youshouldbeapartofyourindustry’sdiscussionbyofferingqualitycontentthatdirectsyourpotentialcustomerstoyourwebsite.Toachievethis,youmakeuseofspeciallydesignedsalesfunnelsthatconvertthemfromstrangersintobuyers.

63%+ AquiredLeadsfromsocialmedia

59%+ ImproveTrafficConversionRate

SEO Keys Success:


d

When you get a visitor, the initial goal is to get them to share contact information which can lead to a sell later on.

WaysLeadGenerationContentOffersConversionRateOptimization

ToolsPremiumOfferForms&CTALandingPagesContacts

VISITORS

Free Content OffersBycreatingqualityfreecontentthataddressesyouraudienceissuesordesires,you’llbeabletoobtainyourvisitor’scontactinformation.Webinars,liveseminars,e-books,blogposts,socialmediaposts,podcasts,andvideosaresomeofthemostusedtypesofcontent.

Content Offer Objectives CTA Key Succes

Call To Action (CTA)Itishyper-criticaltotheconversionprocess.TheCallToActionismeanttoguideyourvisitorthroughtheconversionfunnel.Placethemonyourblog,website,andemail.

Youraudienceas

Inform your leadsgain the trust of your leadsShow off your brandguide your leads toward sales

UsecontrastcolorRelevanttothecontentDirection Focus

UseActionLanguageLessthan4wordsClearCommand

ContentExamples:• Ebooks• Guides• Webinars• Kits• CaseStudies• Templates,etc.

design and Positioning Copy Writing

Convert PhaseC O n V E R T V I S I T O R S I n T O L E A d S


d

Landing Page Key Success

Landing PageAlandingpageisawebpagethathelpsyoutograbavisitor’sinformationthroughaconversionform.Agoodlandingpageneedstotargetaveryparticularaudienceandneedtobeeffective.

Insights Youshouldn’tfocusongeneratingtraffictoyourwebsiteuntilyouhaveaconversionfunnelinplace.Itwillneedtoofferfreevaluetoyourvisitorsandfinallyaskfortheircontactinformationinexchangeforvaluableofferstoconvertthemintoleads.

Contact FormsYouneedtomakesuretokeeptheconversionprocessissimpleandvaluable.Thisisachievedbyaskingonlyforthestrictlynecessaryinformationanddesigningyourcontactformstheright

Layout & designHeadlineCopyKeywords

Social Sharing ButtonHidden navigationLead FormImage

Sign-up formsAccess formsContact forms

Progressive profile formsSubscription FormEmail Form

Type of contact form


WaysLeadNurturingMarketingAutomationEmailMarketingSalesAlignment

ToolsCRMEmailMarketingAppWorkflows LeadScoring

You’ve got the lead; the next phase is to utilize the information you captured from visitors and make a sell by using proper contact relationship management.

Lead nurturingYourleadsarequalifiedbutnotreadytobuy.Soifyouarenotnurturingthem,youarejustlosingmoney.It’scriticalyouusetheircontactinformationtokeepofferingthemvalueviaemailorsocialmedia.

CRm & marketing Automation Oneimportanttoolforthisisusingautomation.Thisiswhereyourautoresponderforemailmarketingandothersoftwarewillcomeinhandy.BuildingoutyourCRM&marketingautomationmeansprovidingrelatedandwell-managedoffersthroughouttheprocess.

LEAdSAudience Target

Lead nurturing Key Succes Automation Key Succes

Audience segmentationRelevant contentUse Triggers

needs BasedLead Scoring modelRight time & Channel

marketing-Sales AlignmentPersonalized Communication data management

data QualityBudget managementContent Strategy

Close PhaseC O n V E R T L E A d S I n T O C U S T O m E R S


Insights Thevisitorhasbecomealead.They’vebeenabletoobtainvaluablecontentfromyouinexchangefortheirpersonalinformation.Itistimetoconverttheseleadsintopayingclients.Akeytothisstageisusingcontinuedcommunicationstoprovidethecontentthatleadsneedtomakeapurchasingdecision.Segmentingyourdatabaseofexistingleadsbasedontheirvaluetothesalesprocessiscritical.

Email marketing Targetedemailscancreatebrandawareness,boostsocialinteractions,getyoureferralsandhelpyoutoconvertleadsintopayingclients.Theemailcampaigncanbedoneusingnewsletters,targetedemails,valuableinformationandpremiumcontent.

Quantification ContinualAnalysisofyourleadsbehaviorsandstatsisessentialtoevaluatehowcontentmarketingcampaignsworkandtweakforimprovements.

Email marketing Key Succes Analysis metrics

Opportunity AnalysisTraffic Analysis

Time on SiteLead ConversionInbound Link

CTRROIClose Ratio

Intriguing SubjectClear CopyConcise Content

Standout CTAProfessional designdelivery Timing


WaysPersonalizationCommunityEngagementSurveys

ToolsSurveySoftwareSmartContentSocialMonitoringLoyaltyProgram

A lead has become a paying customer. It’s important to keep an excellent relationship to encourage more business, referrals and positive reviews.

SurveysThebestwaytoknowyourclient’ssatisfactionlevelisbyaskingthem.Withasurveythatissuccinct,andtothepoint,youcantapintothemindsetofyourbuyersandusethatdatatoimproveyourdelivery.

Engagement CampaignConsistentattentiontonewcustomerswillbethe

keytoyourcontinuedsuccess.Youneedtomake

sureyouhaveproperfollow-upstrategiesinplace

tokeepofferingvaluetoyourcustomerbase.

CUSTOmERYouraudienceas

Survey Key Succes Engagement Campaign Key Succes

Clear White Persuasive HeadlinesOffer Importance Bullet PointsSocial media Share Icons

Viral ContentConversationInspired Content

good Story TellingConsistency Reliability

delight PhaseT U R n C U S T O m E R S I n T O A d V O C A T E S


Social monitoringSocialmediaiskeytocontentmarketing.

Youcanuseittoactivelylistenforyour

customers’questions,comments,likes,

dislikeandreachouttothemwithrelevant

Insights Delightingcustomersandmakingsuretheyarealwayssatisfiedtobuildyourbusiness’reputationbyprovidingthecustomerswithhelpfulcontentsandgreatservices.

Your customers should be your biggest promoters. The strategy is to delight your customers and transform them into brand fans and promoters.

Power of Recommendation88%ofconsumerssaytheytrust

recommendationsfromfamily,colleagues,

andfriendsaboutproductsandservices

onlineandoffline.

PROmOTERSYouraudienceas

Social monitoring Key Succes Promoter Key Succes

Brand EngagementReason to TalkEmpower

ReferralSharingBrand Response

ClicksLikesSharesComments

Brand mentionsProfile VisitFollowersTraffic Data


C L O S I n g T H E d E A L : A T T R A C T I O n V S . S E L L I n g

Ifyourmarketingandbranddoagoodjobofattractingyouridealaudience,selling feels like and administrative process.Somethinglikeexplainingthecustomerthelastdetailsabouthiringyouandsendinganinvoice. Thebestwaytosellistodoiteffortlessly.That’sachievedwhenyourmarketingandleadnurturingsystemsaretop-notch.Ifsellingfeelslikehavingtoseducesomeoneintomakingapurchase,thenyourmarketingiswrong.Themoreconvincingyoutrytodo,thelesslikelyisforyoutoclosethedeal.That’sbecauseyou’llcomeacrossdesperate,andpeoplerunawayfromdesperation.

That said, it’s rare to see a small business that develops proper systems for selling and yet it’s one of the elements that most benefit from systems and automation. Anothercrucialthingtorememberisthatsellingcanbeaproblem.Ifyourbusinesschordsaren’toptimized,sellingmorewillonlycausemoreinefficiencies,moneylosesandstress.Soalwaysmakesureyourchordsareplayedwellbeforescalingyourproject.Someexamplesofthiswouldbesellingmorethanyoucanhandleorhavingtohirepeoplewhodon’tknowwhattodobecauseyoudon’thavetheproperprocessesinplace. Also,avoidgrabbingeasysalesthatdon’talignwithyourvisionandmission.Ingeneral,thosewillmoveyouawayfromgettinggoodatyourspecificniche,whichisasignificantlong-termloss.Also,timespentoutsideofyournichemeansyouendupearningandlearningless.

F O L L O W - U P Onceyouclosedasale,it’simportanttokeepingoodrelationshipswithyouraudience.Mostsuccessfulentrepreneursknowhowimportantthisis.Ifyou’rerunningabusiness,youalsoneedtohavefans.That’s of course achieved by having a great delivery but also by nurturing your relationship with your previous customers. Inmanybusinesses,especiallyinservice-relatedones,thecostsofacquiringanewclientcanbesurprisinglyhighcomparedtothecostsofsellingagaintoanalreadyexistingone.That’swhyit’ssoessentialyoudevelopsalessystemsandproductstosellmoretoyourcurrentclients.


T H E S A L E S P R O C E S S RememberwhatImentionedbeforeaboutquantification?Well,ifyoursalesprocessiscompletelyerraticanddisorganizedhowareyousupposedtoanalyzeitandimproveit?

Youneedtobeabletotestdifferentapproachesduringyoursalesprocess,andtheonlywaytoachievethatisbyimplementingaparticularsystemthat’srepeatableonaconsistentbasisandeasytoanalyze.Thebestwaytoaccomplishthatisasalespitchyouperfectyourselfandiseasytouseandimproveonwhenyou’rereadytohiresalespeople.It should have a precise wording, action, and presentations you can experiment with.

Alwaysremember,everychangeyoudoshouldbesmallenoughforyoutobeabletorelateittovariationsintheresultsaccurately.Sodosmallchanges,likechangingacoupleofwords,thecolorsusedinyourpresentationsorthetiming.

T H E O F F E R L A d d E R

Purchasingaproductorhiringaserviceinvolvestrustandalittlebitoffaith.Trustingainingthevalueyourmarketingandsalespeoplearepromising.Whenyouthinkofit,properbrandingandmarketingareallaboutcreatingtrustwithyourtargetaudienceandoneofthemostpowerfulthingstoachievethatisreferrals.ThisiswhyI’msoadamantaboutyouofferinggreatvaluetoyourclients,aswesawbeforetheycanbecomeyourgreatestpromoters. However,sometimesyouneedtowalktheextramile.That’swhatanofferladderisabout.An offer ladder is merely a range of products or services rising in price.Ahigherpricegetsyoumorefeaturesandbenefits.It’saboutgivingyouraudienceoptions,fromdownloadingafreebooklikethisonetopurchasingacheapservicethatcouldleadtofuturepurchases. Thekeyelementofbuildingproperofferladdersisthatyourcheaporfreeproductsneedtoproviderealvalue,themorevalueyouprovide,themoretrustyou’llcreate.Withthatassurance,you’llbeabletosellyourclientsyourmoreexpensiveofferings.


1.Doyouknowwhoyouridealaudienceis?Ifso,it’stimetolearnmoreaboutthem.Makesureyouwritetheirdemographicsandpsychographics.Whatmarketingstrategiescanyouimplementbasedonthatinformation?

2.Ifyoustilldon’thaveaspecificsalesprocess,it’stimetodesignitandwriteitdown.Whatwillyoutellyourpotentialclientsduringyourfirstmeeting?Howwillyousellmerchandiseduringyourconcerts?Youneedtoscriptittocreateyoursalespitch.Getstartedonthatassoonaspossible.

3.Doyouhaveservicesorproductsfordifferenttypesofclients?Areyoumakingsureyoucanincreaseyourchancesofmakingasellbyofferingvalueindifferentwaystoyouraudience?Therearemanywaystoachieveit.Ifnot,getapieceofpaperrightnowandstartdesigningyourofferladder.

4.Ifyou’refeelingabitoverwhelmedbythisprocesswecanhelpyououtthroughourShowoutPlans.Feelfreetocontactustosales@2nomads.orgtolearnmoreaboutthem.

Action StepsS H O W T I m E !

ProductionProduction is the technical aspect of your project,

and you need to grow to be a master of it.


Theshortestpathtoimproveyourproductionqualityisspecializationwhichwillhappennaturallyifyournicheisnarrowenough.Thebetteryoubecomeatcraftingyourservicesorproducts,themoreprofitableyourprojectwillbe.Byprofitable,Imeanthatyourprojectwillbespendinglessmoneyonproductioncostsbecauseyou’llbeabletooptimizethemasmuchaspossiblethankstoallthepracticeyouoryourteamaregetting. That’swhyImentionedbeforethatsellingoutsideyournicheusuallyendsupinloses.When you focus on your primary activity, you practice how to serve your audience better while reducing your costs and that put you one step closer to success.

m A S T E R I n g Y O U R C R A F T

You’veprobablyreadabouttheApprenticeModelatsomepoint.Apprentice,Journeyman,andMasterarethetermsmedievalcraftsmenguildsusedtorefertothedifferentstagesinacraftsmanlearningcycle.What’sfascinatesmethemostaboutthosepre-industrialcraftsmenisthattheyapproachedtherepetitiveprocessbehindtheirworkasanart-form.Therecanbespirituallyandlearningbehindeventhemostrepetitivetaskswhenyoudothemwiththerightvolition. It’s only by repetition and purposeful improvements that you’ll achieve this level of perfection. That’swhyIalwaysrecommendourserviceproviderclientslikecomposers,teachersorperformerstotryoutproductizingtheirservices.

P R O d U C T I Z I n g Y O U R S E R V I C E S

Ifyourprojectisaboutofferingservicesyouneedtoconsiderproductizingthewayyoudeliverthem. Productized services are packaged and sold just like products. Theyareeasytoidentify,selectandbuy.Itmakesthemmorepredictableforyouandyourclients.Also,predictabilityisanexcellenttrustgeneratorwhichwillimproveyoursales. Bynowyoumightbethinkingthatyourcreativitycan’tbeturnedintoaproduct.You’reright;yourcreativitycan’tbeproductized.However,youcanproductizethewholeframeandcontextarounditsoyoucanfocusmoreonthecreativepartsandlessonmoney,billing,scheduling,clientonboardingandtheotherboringstuff.


T H E S A L E S P R O C E S S RememberwhatImentionedbeforeaboutquantification?Well,ifyoursalesThemainreasonstoproductizeyourservicesare

Youstopassociatingtimewithyourservice:Byproductizingyourservice,youstopsellinghours.Thatcanhaveanenormousimpactonyourmindandthatofyourclient.Insteadofsellinghoursyou’llsellvalueinstead.You’llfocusonhowmuchvalueisyourserviceprovidingyourclientsandhowmuchmorevaluecanyouofferthem.

Your rates will increaseHourlyrateswillhaveaceilingbecauseyou’llalwayscompeteonpriceswithothermusicprojects.Inyourmindandthatofyourclient,you’llalwaysbesellinganhourofcomposition,musicclassorperformanceandbasedonthatthey’llcompareyouwiththeguynextdoorwhoseeminglyoffersthesameforhalftheprice.Yourreputationwillhelptoincreasethembutcanonlygosofar.That’swhyyourproductpricingshouldbebasedonthevalueyouofferinsteadofhours.

Productizing services makes the boring parts easierManyofthetasksthatchangedallthetimebeforelikebilling,proposals,andclientonboardingwillbecomealmostthesameifyourproductizedserviceisspecificenough.Ifyoucreatetheproperprocessmanualforallofthem,youcaneasilyhandlethemtoanotherteammemberoroutsourcethem.

It’s easier to improve your productionWhenyourservicehasanexactscope,schedule,anddefinedfeatures,itbecomeswayeasiertodetecttheareasthatneedimprovementstostartoptimizingthewholeproductionprocess.Itisalsoeasiertoprovideyourclientswithanexactdeliverydateandevenschedulethefeedbackyou’llneedfromthemtoassurethatdeliverydate.Again:predictabilitygeneratestrustandinthiscaseclient’ssatisfaction.

You can charge moreAproductwillhaveaspecificvalueoffer.Onceyoudefinetherealvalue,youprovidetoyourclientswithyourproductizedservicesyou’llbeabletopricethemaccordingly.Also,clientswillbepayingforaproductthateliminatesalotoftheissuesassociatedwithserviceproviders.Thistimethey’llknowtheexactcost,schedule,andcontentofyourservice,andallofthatbeforehiringyou,thatlevelofcertaintyhasapriceaswell.


W H A T I F E A C H C L I E n T W A n T S S O m E T H I n g d I F F E R E n T ?

RememberwhenImentionedthatsellingtoomuchcanharmyourbusiness?Well,sellingtoclientsthatarestubbornabouthavingittheirwayisoneofthosesituationswhereyoushouldconsidersayingno. Your clients come to you because you’re the expert – so you need to guide them. Thatmeansthatyouareinchargeoftheprocessanddeliveringtheresultsthey’relookingfor.Iftheycan’tacceptyourterms,you’llbebetteratinvestingyourtimeonclientswhoseegoishealthyenoughtounderstandyouknowmoreaboutyourcraftthanthem.

Y O U S T I L L n E E d T O L O g T I m E

It’simportanttopointoutthatyou’llstillneedtologtimeinternally.It’spartofthequantificationprocess;howelseyoucouldmeasuretheeffectivenessofyourproductionifyoudon’tmeasurehowmuchtimeitconsumes?You need to have those numbers in your head before hiring a new production team member or estimating your project’s income.

Being busy does not always mean real work. The object of all work is production or accomplishment and to either of these ends there must be forethought, system, planning, intelligence, and honest purpose, as well as perspiration. Seeming to do is not doing.

―ThomasA.Edison


1.Areyoudeliveringontimeandwithconsistentquality?Areyouhavingissueswithsendingproposalsthatnevergetanswered?Yourservicesvarytoomuch,andyouendupstressed?Iftheanswertothosequestionsisyes,youneedtoproductizeyourservicesASAP. 2.Doyouknowhowmuchtimeandmoneyyourproductionprocesstakes?Ifnotstartloggingthetimeeverytaskyoudoforaclientdemandsyou.Thesearecalculationsyouneedtomakeformusicprojecttobeprofitable.

Action StepsL E T ’ S I m P R O V E Y O U R P R O d U C T I O n

managementAn entrepreneur needs to focus on management to

succeed.


Thischordisessentialandisusuallythemostneglectedbyfreelancers,solopreneurs,andsmallbusinessowners.However, an entrepreneur needs to focus on management to succeed. Likeallothertopicsinthisbook,managementwouldrequireaseriesofbooksentirelyfocusedonittostartscratchingjustthesurfaceofit.Butthisisn’tabookaboutmanagement,sowe’llfocusonacoupleoftopics:Profitability,Automation,andHumanResources.

P R O F I T A B I L I T Y

Profitabilityisdefinedasthedegreetowhichabusinessoractivityyieldsprofitorfinancialgain.Iguessyoustarttoseetheimportanceofit.Manyofthestrategiesortechniqueswementionedbeforearemeanttoimproveprofitability.Selectingaspecificniche,enhancingyourbrand,havingabettersalesprocessorproductizingyouroffer.

Allofwhatwediscussedinthisbookismeanttoreducetheamountoftimeormoneyyouhavetomarketyourprojectorproducevalue.Inotherwords,mostofthatwasintendedtoreduceyourcosts,andwithreducedcostsandsamepricing,guesswhathappens?Yourprofitsincrease.Your project will live or die based on its capability to generate profit.Soyoubettertakegoodcareofallthemetricsrelatedtoprofit.

A U T O m A T I O n

Themoretasksyoucanautomate,thebetteryourprofitabilitywillbe.Andbelieveme,there’samassiveamountofstuffyoucanautomate.Lead nurturing, billing, payroll, production processes, customer care and a long list of other activities.

Toachievethisyouneedtodoeverythingyoudoinyourcompanywithaquestioninyourhead,“canthisbeautomated?”.SomegreattoolstoconsiderareCRMs,ERPs,EmailMarketingtoolsandtemplatingeverythingyoucan.


H I R I n g S T A F F

Ifyou’reafreelancerorsolopreneurrightnow,youmightbeconsideringhiringsomeonetohelpyouout.Letmeadviseyounottohireafull-timeemployeeuntilyouhaveanexactprocessandsystemforthefunctionofthatperson. Youshouldwritedowntheexactjobdescriptionandanoperationmanualforthatroleandmakesurethatprocessisprofitableandusefulbeforedelegatingittosomeoneelse. It becomes tempting to hire when you’re feeling a bit overwhelmed by all the activities in your business, especially when you have the money to do so. However,areyou100%surethatyouaren’twastingtoomuchtimeontasksthatcouldbeautomated,improvedormerelyunprofitable?Makesureyouperfectyourproject’sshapeasmuchaspossiblebeforehiringsomeone?Rememberthebitaboutconsideringyourbusinessdevelopmentasacraft?Well,itapplieshere.Youneedtogiveitshapeandsubstancebyworkinghardonitbeforeaskingsomeoneelsetocommittoit.

management is doing things right; leadership is doing the right things.―Peter drucker,writer


1.Areyouautomatingyourmorerepetitiveandtedioustasks?Ifnot,definepreciselywhichfunctionsyou’llautomateandgooglefortoolstohelpyouout.Ifthetooldoesn’texist,youmightwanttobuildityourselformaybeevenhireadevelopertomakeitforyou.SomeofthetoolsyoumightwanttotakealookatareaCRM,ERPandEmailAutomationTool.IpersonallyhandlemostofouroperationswithanERP. 2.Isyourmusicprojectallowingyoutolivethetypeoflifeyouwantforyourself?Ifnot,youmightwanttotakeacloserlookatyouroperationcosts.Youmightbespendingmoremoneythanyoureallyshould.AgreatbookforworkingonyourprofitabilityisProfitFirst. 3.Asyouworkoneachareaofyourproject,it’sagreatideatowritedowntheexacttasksyouperform.ThiswillallowyoutocreateanaccurateOperationManualforthearea.Avoidhiringsomeoneifyoucan’tcommunicateindetailswhattheyneedtodo.

Action StepsA C T I O n T I m E !


Iknowthatifyouputintopracticewhatyou’vereadinthisbookyourprojectwillimproveandI’meagertohearaboutit.Ialwaysenjoyreceivingemailsfromentrepreneursworkinghardontheirprojects,committedtomakingthemsuccessful,soyou’[email protected].

AsImentionedbeforeIalwaysanswermyemails,evenifittakesmeawhiletodoso.Thatsaid,you’re invited to you free assessment meetingifyouhaven’tscheduledonealready.Ibelieveitcancomplementthisbookswellandgetyouonyourtrackstobuildingasuccessfulbusiness. If this book was useful for you, please spread the word and let me know of any suggestions you have for improving it.

Seeyouaround, IvanDuch

AfterwordL E T ’ S g E T S T A R T E d

Quality is the Best Business Plan

J o h n L a s s e t e r , P i x a r

[email protected]

Feelfreetoreachusanytimewithyourquestions.Itwillbeapleasureforustohelpyou.

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