Marketing is about making the soul and brand of your project touch other people lives.

The only way to achieve that, of course, is by showing out to the world what your project can do.

Your project won’t go far without a vision, proper branding, and proper website design to communicate it effectively but the only way to guarantee its success is by understanding marketing.

Yes, your business needs to serve you, and it also needs to be focused on what you’re passionate about, but when it comes to marketing your brand, you need to focus on what your audience want.


Because if what you’re passionate about doesn’t sell, you’re out of business.

There are two elements to Reach: Sales and Marketing. Marketing is the process of making your brand known, of creating an image on your audience of what your brand stands for and what It can for them.

If your brand attracts them, they’ll contact you. What happens from the moment they contact you about your offer and the point where they hire you is sales.


Your audience will shape your marketing because it needs to exist for your client and nobody else. In other words, you need to forget about your plans, your vision and what you want for a little moment.

Right, you need to select your ideal client and communicate your business’ brand, but that’s all the saying you get on this.

However, you need to keep your ears and eyes wide open to detect your audience’s feedback. That’s because most of their feedback will be in the form of actions rather than words.

Moreover, your clients won’t even notice most of your marketing on a conscious level; they’ll just feel like buying or running the other way.

So if your target audience doesn’t know what they want on a conscious level, how can you? You can’t, not unless you know his demographics and his psychographics.

Enter Demographics and Psychographics


Demographics and psychographics are the two essential pillars supporting a successful marketing program.

If you know who your customer is—demographics—you can then determine why he buys—psychographics.

Psychographic information might be your buyer’s habits, hobbies, spending habits and values. Demographic information includes gender, age, income, marital status – the dry facts.

In other words, to be able to sell to a specific market segment, you need to understand your audience demographics and psychographics and create a marketing plan designed to satisfy their needs.


You need to test different approaches and quantify the results of everything. As you build a clearer picture of them, you define your specific market segment.

Why do you think Facebook is such a goldmine? Why do you think businesses are so interested in buying social network data? They’re studying people’s demographics and psychographics.

Elements like colors, dressing, specific words and music can all have an impact on the unconscious mind and make a client buy a service or product. Moreover, the big companies of the world invest a crazy amount of money on researching this.

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
  • Household income $50K+
  • Lives in big cities

Psychographic Information

  • Likes to read classic novels
  • Wears hipster style clothes
  • Loves minimalism
  • Enjoys going online in the evenings, big fan of Pinterest and Instagram
  • Finds fulfillment in art related activities
  • Values time with a small group of friends

How to gather information about your ideal audience?

Gathering marketing information

Two words: interviewing and researching.

1) Interviewing Existing Clients

Be honest, explain you’re trying to understand your clients better to improve your marketing and value offer for them. Ask them about their interests, the places they search for services, the music they like, the brands they love and why, the places they enjoy going on vacations more, well you get the idea. All of that will give you a better idea of the kind of design, copywriting and delivery improvements you should make to your project.

2) Researching Website Analytics

Want to play at being Facebook for a sec? Do A/B testing for the critical sections in your website, test different content in social media and analyze which one gets the most likes from your ideal audience, research your site’s visitors behaviors in Google Analytics.

As I mentioned before, most of the purchasing-process happens in the unconscious. This kind of research gives you a glance at that. Your customer may not think of themselves as bargain-hunters, but if that discount code worked, it’s good to know.

How to use this information in your marketing plan

Let’s get back to our Indie Music Fan for a sec.

We know she’s young, single and doesn’t have tons of money. That gives us an idea of their budget and that our advertising efforts should include that age range and only big cities.

We also know she uses Instagram and Pinterest a lot so we’ll focus our social media efforts on those two social networks.

But not only that, she loves classic novels, minimalism and hipster fashion. That gives us many ideas for designing the content you’ll be publishing.

Your copywriting should have elements and vocabulary from those classic novels, you could talk about the way your services or products embrace the minimalism concept, and you can choose pictures of people wearing hipster clothing.

However, that’s not all; you need to put these assumptions to the test.

Do they like that content?

Is it working?

If not, what could be wrong, what could you test next?

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

Content Marketing

Content Marketing Comparison

As Bill Gates already told us: Content is king

And content marketing is the art of attracting the right audience through great content.

Your project will remain unknown unless you have a proper marketing plan to promote it.

And even then, if your brand isn’t attractive for your target audience, it won’t sell anything, no matter how much money you spend on your PPC (Pay Per Click) campaign or SEO.

Content marketing is the strategy I recommend to most of 2nomads’ clients. The reason is that I firmly believe it’s the most organic and natural way to communicate with your audience.

The central concept behind it is offering value first by creating free content. Blogs, videos, email courses and free e-books are some of the most usual tools.

The tactical keys to marketing

These are the fundamentals of a proper marketing campaign:

  • Situation Analysis: You need to audit your current digital position compared to competitors regularly.
  • User Experience: Analyze the digital experience you’re providing to visitors.
  • Quality Content: Conduct content audits and survey your audience about the quality of your content.
  • Website Performance: Make sure your website load times and other aspects are working correctly. Google PageSpeed is a good start.
  • Key Metrics: Identify the key metrics behind your business marketing and make sure to review them often.

The 5 Phases of Content Marketing

Marketing infographic

1. Attract

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.

It’s key to discover the best places to reach your target audience. Once you do, you should be a part of your industry’s discussion by offering quality content that directs your potential customers to your website.

To achieve this, you make use of specially designed sales funnels that convert them from strangers into buyers.

The tools

  • Blogging help you to attract your audience and drive traffic to your website. By creating relevant, unique, personalized and, exciting content for your target audience will build a long-term relationship.
  • Social media provides interaction, conversation and engagement platform for your target audience. You can find and address your audience’s unique needs by continuously being active and engaged in the social media world.
  • You need to optimize your website for content marketing. Defining clear user experiences that help customers and lead them through your preferred sales funnels.
  • SEO is of vital importance to any content marketing campaign because it’s key to increasing the authority and popularity of your brand in all major search engines.

2. Convert

When you get a visitor to your website or social profile, the goal is to get them to share contact information with you so you get the chance to keep in touch with them.

You shouldn’t focus on generating traffic to your website until you have a conversion funnel in place.

It will need to offer free value to your visitors and finally ask for their contact information in exchange for valuable offers like e-books, newsletters or e-courses to convert them into leads.

The tools

  • By creating quality free content that addresses your audience issues or desires, you’ll be able to obtain your visitor’s contact information. Webinars, live seminars, e-books, blog posts, social media posts, podcasts, and videos are some of the most used types of content.
  • It is hyper-critical to the conversion process. The Call To Action is meant to guide your visitor through the conversion funnel. Place them on your blog, website, and email.
  • A landing page is a web page that helps you to grab a visitor’s information through a conversion form. A good landing page needs to target a very particular audience and need to be effective.
  • You need to make sure to keep your contact forms simple and interesting. This is achieved by asking only for the strictly necessary information and designing your contact forms the right way.

3. Close

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.

The visitor has become a lead. They’ve been able to obtain valuable content from you in exchange for their personal information.

It is time to convert these leads into paying clients.

A key to this stage is using frequent communication to provide the content that leads need to make a purchasing decision. Segmenting your database of existing leads based on their value to the sales process is critical.

The tools

  • Your leads are qualified but not ready to buy. So if you are not nurturing your leads, you are just losing money. It’s critical you use their contact information to keep offering them value via email or social media.
  • A critical tool for this is using automation. This is where your autoresponder for email marketing and other software will come in handy. Building out your CRM & marketing automation means providing related and well-managed offers throughout the process.
  • Email Marketing can create brand awareness, boost social interactions, get you referrals and help you to convert leads into paying clients. The email campaign can be done using newsletters, targeted emails, valuable information and premium content.
  • Continual quantification of your leads behaviors and stats is essential to evaluate how content marketing campaigns work and tweak for improvements.

4. Amaze

It’s essential to deliver a fantastic service or product to your clients to encourage more business, referrals and positive reviews.

Delighting customers and making sure they are always satisfied will build your project’ reputation.

In other words, your customers should be your biggest brand fans and promoters.

The tools

  • If you are a service provider, Productized Services can be a great way to improving the quality and delivery of your services.
  • A commitment to your clients is essential. Your project values and mission needs to align with your clients’ needs.
  • Constant communication, learning, and innovation are vital. You need to make sure you listen to your clients and improve your services based on their feedback.

5. Follow-up

Once you delivered your product or service, it’s important to keep in good relationships with your past clients. Most successful entrepreneurs know how important this is. If you’re running a business, you also need to have fans. That’s of course achieved by having a great delivery but also by nurturing your relationship with your previous customers.

In many businesses, especially in service-related ones, the costs of acquiring a new client can be surprisingly high compared to the costs of selling again to an already existing one. That’s why it’s so essential you develop sales systems and products to sell more to your current clients.

The tools

  • The best way to know your client’s satisfaction level is by asking them. With a survey that is succinct, and to the point, you can tap into the mindset of your buyers and use that data to improve your delivery.
  • Social media is key to content marketing. You can use it to actively listen for your customers’ questions, comments, likes, dislike and reach out to them with relevant content and offers.
  • Ask your past clients to recommend you. 88% of consumers say they trust recommendations from family, colleagues, and friends about products and services online and offline.

Closing the deal: Attraction vs. Selling

Attraction vs. Selling

If your marketing, brand, and website design do an excellent job of attracting your ideal audience, selling will feel like an administrative process. Something like explaining the customer the last details about hiring you and sending an invoice.

The best way to sell is to do it effortlessly. You achieve this when your marketing and lead nurturing systems are top-notch. If selling feels like having to seduce someone into making a purchase, then your marketing is wrong. The more convincing you try to do, the less likely is for you to close the deal.

That’s because you’ll come across desperate, and people run away from desperation.

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.

Another crucial thing to remember is that selling can be a problem. If your business chords aren’t optimized, selling more will only cause more inefficiencies, money loses and stress.

_So always make sure your chords are played well before scaling your projec_t. Some examples of this would be selling more than you can handle or hiring people who don’t know exactly what to do because you don’t have the proper processes in place.

Also, avoid grabbing easy sales that don’t align with your vision and mission. In general, those will move you away from getting good at your specific niche, which is a significant long-term loss.

Time spent outside of your niche means you end up earning and learning less.

The Sales Process

Remember what I mentioned before about quantification? Well, if your sales process is completely erratic and disorganized how are you supposed to analyze it and improve it?

You need to be able to test different approaches during your sales process, and the only way to achieve that is by implementing a particular system that’s repeatable on a consistent basis and easy to analyze.

We could call that a sales pitch. It should have a precise wording, action, and presentations you can experiment with.

Always remember, every change you do should be small enough for you to be able to relate it to variations in the results accurately. So do small changes, like changing a couple of words, the colors used in your presentations or the timing.

The Offer Ladder

Purchasing a product or hiring a service involves trust and a little bit of faith. Trust in gaining the value your marketing and salespeople are promising.

When you think of it, proper branding and marketing are all about creating trust with your target audience and one of the most powerful things to achieve that is referrals.

This is why I’m so adamant about you offering great value to your clients, as we saw before they can become your greatest promoters.

However, sometimes you need to walk the extra mile. That’s what an offer ladder is about. An offer ladder is merely a range of products or services rising in price.

A higher price gets you more features and benefits. It’s about giving your audience options, from downloading a free e-book to purchasing a cheap service that could lead to future purchases.

The key element of building proper offer ladders is that your cheap or free products need to provide real value, the more value you provide, the more trust you’ll create. With that assurance, you’ll be able to sell your clients your more expensive offerings.

Action Steps

1. Do you know who your ideal audience is? If so, it’s time to learn more about them. Make sure you write their demographics and psychographics. What marketing strategies can you implement based on that information?

2. If you still don’t have a specific sales process, it’s time to design it and write it down. What will you tell your potential clients during your first meeting? How will you sell merchandise during your concerts?

You need to script it to create your sales pitch. Get started on that as soon as possible.

3. Do you have services or products for different types of clients? Are you making sure you can increase your chances of making a sell by offering value in different ways to your audience?

There are many ways to achieve it. If not, get a piece of paper right now and start designing your offer ladder.

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5. Do you have questions about your marketing plan or suggestions to improve this guide? Please leave a comment below.

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About Ivan Rodriguez Duch

Iván merges his knowledge of attraction techniques, design, music and project manager to create impactful digital experiences.