Video 1: What To Expect
Molly’s desire is to teach you what she would have liked to learn when she was starting out herself.
She gives an overview of this course by explaining a bit about what each module entails and what to expect.
Get your notepad and pencil ready.
In the words of Molly, “time to rock and roll”!
Video 2: Paid Traffic - The What and Why?
What is paid traffic? It’s a term used to talk about buying ads on the web.
Paid traffic is one of the last steps in a marketing campaign.
It’s the act of putting the offer in front of the right people.
They’re the biggest and best platforms to buy media on. Everyone is on them! Even grandma is on Facebook, Instagram and Youtube.
Yea, she’s probably liking a ton of memes right now or making a video that may go viral, who knows.
Seriously though, your job is to get in front of the market.
Molly explains the difference between paid traffic and organic traffic.
- you can turn it off and on whenever you want
- You can control where its going
- You have to pay for if
- You win if you know how to acquire customers
- you aren’t sure when the traffic will come or how consistently
- you aren’t in control
- you cant stop someone else from shutting off the traffic
- you can't always control where its going
I have my opinion about organic or free traffic and it differs a bit with what Molly mentions, you’re going to want to read this. Click the link above and scroll to the bottom of the page.
She goes into her definition of what a digital media buyer is.
Just remember that there are humans on the other side of the computer, not robots.
Video 3: The Customer Journey Explained
Molly shows how paid traffic fits into the customer journey. This value journey consists of multiple marketing campaigns that work together to move someone from aware, to promote. One campaign hands off prospects or customers to the next one. If you’re able to build your campaigns to work off of one another, you’re going to have a solid marketing system.
You can't just set up an ad offering a product or service, run it to cold traffic and expect people to magically buy.
Consumers behave online as they do in person.
You date before you get married right?
Now, other marketers are not pushy enough offering too much value up front and never asking for what they want.
If you don’t know the role of a digital marketer, Molly gives it to you straight up.
Rule of thumb: Every business should have at least one campaign for every 3 steps of the journey.
Molly shows case study examples of each step of the customer journey which are:
- Aware Phase
You’ll see her campaign goals, content, traffic sources and calls to action for each.
By the end of this video, you’ll understand what the customer journey value is, how it works in a business but also specific marketing campaigns that you can think of to fit in each of the boxes.
It’s all like an assembly line really.
Video 4: Activity - Map The Value Journey
This is a simple video where Molly encourages you to download the value journey worksheet.
Fill out what you already have in place from a marketing standpoint and then see where the holes are in your marketing.
Paid traffic will fill those holes.
Time to put in work.