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Market Trends

Lesson 12 from: Create a Marketing Plan & Grow Your Standout Business

Tara McMullin

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Lesson Info

12. Market Trends

Lesson Info

Market Trends

The next way I like to listen is Market Trends. And this goes to that market sophistication piece. I need to know how the market is changing at any given time, so that I can anticipate it, and make changes ahead of time so I'm not always feeling behind, right? So when you're listening to trends in your market, in your industry, in your audience, that's just another way that you can always stay ahead of the game instead of always feeling behind. So how are you connected? How do you stay connected to your market? To your industry? To the people, the movers and shakers, in your field? I gotta tell you, I've heard from a lotta folks over the last few years, you know, I'm really, I'm really unplugging from social media, I'm unplugging from this, I'm unplugging from that, I'm just heads down, I'm just doing my own thing. I get why you would do that. But if you don't stay connected to influencers, if you don't stay connected to the audience, if you don't stay connected to the places where peo...

ple are talking about interesting things going on in your field, you're gonna miss out on a lot. And eventually, you're gonna be so heads down, your head is going to be down on the ground, and you're gonna be out of business. (giggling) Alright, so you have to stay connected. You can absolutely have boundaries around that connection. You can do it in a way that works for you, but you must stay connected. One of the ways I do that is not just through social media. I'm with you, social media, I'm doing less and less of personally, but one thing that I do more and more of it seems every year, and my frequent flyer miles will show you that, is I go to events where my ideal customers are, and most importantly, I go to events where influencers I love are. The people who are actually setting the trends. The people who are exploring new territory. So over the last year or so, I've been to Podcast Movement, I've been to Pioneer Nation, I've been to a conference called Venture Pop down in New Orleans that was awesome, I was at the Digital Commerce Summit last year, just a couple of weeks ago I went to Mighty Networks headquarters and did a retreat. And it was on very short notice, but I was like, I've gotta be there. Because the CEO of this company to me is so inspiring, she's got her finger, her name's Gina Bianchini, she's got her finger on the pulse of what's going on in digital community building today, and with digital brands in general. She's awesome. I was like I gotta be there, I've gotta hear what she has to say. It was worth every penny of the flight out to get there, and was worth the transcontinental flight one day, and transcontinental flight back 24-hours later. So, it was worth it. Of course, also, shameless plug again, I stay connected to influencers in my audience at CoCOMMERCIAL as well. I happen to run a place where people stay connected. It's very convenient for me, I have to say. (giggles) But how are you gonna stay connected? Who do you wanna listen to? Because, no matter where you go, no matter what you're doing, the more you can plug in to the influencers who are shaping your field, the audiences that are asking the right questions, and in that capacity, you will better be able to plan out your marketing. And you'll better be able to figure out what's gonna resonate and what's not. So when you're at an event, or when you're paying attention in a Facebook group, or in a forum, or at a local networking event, I want you to be thinking about what are influencers getting excited about. Influencers get excited, real influencers, thought leaders, get excited about things before everyone else gets excited about them. If someone's talking about the same thing that everybody else is talking about, you can ignore that. You already know people are excited about that stuff. Pay attention to the influencers who are talking about things you haven't heard about. Who are really foraging new territory. What topics are becoming all the rage? Sometimes it's helpful to identify that everyone's talking about sales funnels, so you can start thinking about what's next. 'Cause sales funnels are gonna be here today, gone tomorrow. Not in practice, but in terms of what people are talking about. What frustrations are influencers expressing, and why? Influencers are also really good at ranting about things. I've ranted about several things just since we've gotten started this morning. (giggling) And so, pay attention to that too. Because influencers are going to help you see, alright, this is not a best practice. Or everyone might be doing this, but it's not the right thing to be doing, and I need to be out over here. Or I could distance myself, or differentiate myself, from the rest of the market if I talked about this differently. And influencers are gonna help you connect with that as well.

Class Materials

Bonus Materials

Tara Gentile - 12 Month Marketing Calendar
Tara Gentile - Implementation Month

Bonus Materials with Purchase

Tara Gentile - Campaign Building Blocks
Tara Gentile - Create a Marketing Plan Workbook
Tara Gentile - E-mail Marketing Templates
Tara Gentile - Sales Page Templates

Ratings and Reviews

Sharon
 

Tara, the information you delivered in this class is invaluable. I am in the launching stage of my business, and I know I need to market my business and services and I know I need to write a plan, but I didn't know how to do it. Instagram, content upgrades, Facebook, email marketing, webinars, blogging, etc. etc., I know it all. But I just couldn't get my head around how to truly use marketing campaigns for my business, and especially for my services, to reach my ideal client, help my ideal client and to reach my ideal income. You explained the why behind marketing campaigns and you showed us how to create a marketing campaign from A to Z. The whole sha-bang! You gave me the knowledge and inspiration in how to market my services, how many people I ideally want to reach and above all, a framework I can use time and time again to create a marketing campaign. I purchased the class right after seeing the live broadcast so I can use this class for planning all my next marketing campaigns. You clarified a lot and I am much more confident (and so much more less stressed haha) in creating a marketing campaign plan that works for my business and services. I learned a lot! Thank you! P.S. Love the hot seats.

Susan Best Jones
 

Tara, I love your creative live events I always learn so much and this time was the same. Perfect timing on this info, it is exactly what I need right now and I feel confident that I can do it! I joined CoCommercial and am excited about that. Thank you, Tara.

MaryAnn
 

This class is well worth the time! Tara does an excellent job of not only providing a step by step system for creating a marketing campaign, but she provides clear context and insights along the way. This is important so that you're not just going through the motions and crossing your fingers that your marketing will work. She helps you understand the strategy behind the scenes so you can get the most out of the work you put in. I highly recommend this course to anyone considering doing their own marketing, or people who are already doing their own marketing and want to feel more empowered and get better results.

Student Work