Marketing Your Business Course

1.1 What is Marketing? 

Introduction 

Marketing is often misunderstood as simply advertising or selling, but it is far more comprehensive and strategic. At its core, marketing is about understanding and satisfying customer needs profitably. It’s both an art and a science—balancing data, psychology, creativity, and business acumen. Whether you’re launching a new business or scaling a well-established brand, grasping what marketing truly is will empower every move you make. 

Definition of Marketing 

Marketing is the process of identifying, anticipating, and satisfying customer needs and wants through the creation, communication, delivery, and exchange of value. 

In plain terms: 

• Identifying: Who are your ideal customers? 

• Anticipating: What do they want—even before they know it? 

• Satisfying: How do you fulfill those needs in a valuable, differentiated way? 

The Core Elements of Marketing 

To understand marketing from A to Z, it's helpful to break it down into its foundational components: 

1. Product 

• What are you offering? 

• How is it different from what others offer? 

• Does it solve a real problem or fulfill a real desire? 

2. Price 

• What is the perceived value of your product or service? 

• How does pricing affect positioning? 

• Are you using cost-based, value-based, or competitive pricing? 

3. Place (Distribution) 

• Where will your product be sold? 

• Online, offline, or both? 

• How will customers access or receive it? 

4. Promotion 

• How will you make people aware of your product? 

• What channels (email, social media, advertising, etc.) will you use? 

• What messages will persuade them to act? 

These are the famous "4 Ps of Marketing," first developed by E. Jerome McCarthy. Modern marketers often expand this to 7 Ps, adding People, Process, and Physical evidence—especially important in service industries. 

The Purpose of Marketing 

At its best, marketing creates trust, builds relationships, and drives sustainable growth. It's about: 

• Communicating your brand’s value 

• Educating and nurturing prospects 

• Generating leads and converting them into paying customers 

• Encouraging customer loyalty and advocacy 

Traditional vs. Digital Marketing 

Traditional Marketing involves channels like: 

• TV, radio, print ads 

• Flyers, billboards 

• Trade shows and networking events 

Digital Marketing includes: 

• Websites and blogs 

• Social media platforms 

• Email marketing 

• Paid online advertising (e.g. Google Ads, Meta Ads) 

The lines are increasingly blurred, and most successful businesses use a hybrid approach. 

Misconceptions About Marketing 

Many new business owners make these common mistakes: 

• Believing marketing only happens after the product is built 

• Assuming marketing = advertising 

• Underestimating the importance of research and data 

• Thinking anyone can do marketing without training 

Marketing vs. Sales 

While marketing and sales are tightly connected, they are not the same: 

• Marketing is about generating interest and demand. 

• Sales is about closing the deal. 

Marketing lays the groundwork that makes sales easier, smoother, and more effective. 

Marketing is Ongoing 

Marketing is not a one-time campaign—it’s an ongoing, evolving strategy that changes with: 

• Consumer behavior 

• Market conditions 

• Platform algorithms 

• Competition 

To stay relevant and profitable, your marketing must continually adapt. 

Real-World Examples 

• Nike markets by selling inspiration and identity, not just shoes. 

• Apple markets through simplicity, innovation, and lifestyle branding. 

• Dollar Shave Club used humorous videos and viral digital content to break into a crowded market. 

Activity: Self-Reflection 

Write down in your own words: What is the product or service you want to market? 

Who is your ideal customer, and what problem does your product solve for them? 

This foundational thinking will shape every decision in your marketing strategy. 

Key Takeaways: 

• Marketing is more than advertising—it’s the strategic engine of business growth. 

• It includes product development, pricing, positioning, promotion, and more. 

• Effective marketing aligns business goals with customer needs. 

1.2 Understanding the Customer Journey 

Introduction 

The customer journey refers to the full experience a person has with your brand—from the moment they become aware of your existence to the point they become a loyal customer (and even a brand advocate). Mapping and understanding this journey is essential because it helps you: 

• Speak to customers where they are 

• Guide them to the next step 

• Remove friction from their buying process 

This lesson will take you through the customer journey stages in depth and show you how to align your marketing at every point. 

The 5 Key Stages of the Customer Journey 

While different models exist, the most widely accepted version follows these five core stages: 

1. Awareness 

The customer becomes aware of a problem or need—and begins searching for solutions. 

Examples: 

• Sees a social media ad about back pain relief 

• Googles "how to fix dry skin" 

• Hears about your brand from a friend 

Marketing goal: Get on their radar. Marketing tools: Social media, paid ads, blogs, SEO content, influencer mentions, PR 

2. Consideration 

The customer actively researches and compares solutions, including competitors. 

Examples: 

• Reads reviews of multiple options 

• Compares prices or features 

• Visits your website multiple times 

Marketing goal: Provide value and build trust. Marketing tools: Product comparison guides, testimonials, email follow-ups, lead magnets, webinars 

3. Decision 

The customer is ready to buy—but needs a final nudge. 

Examples: 

• Adds product to cart 

• Requests a quote or demo 

• Applies a discount code 

Marketing goal: Remove buying friction and incentivize action. Marketing tools: Sales pages, strong CTAs, limited-time offers, abandoned cart emails, live chat support 

4. Retention 

The customer has made a purchase. Now, the goal is to keep them engaged. 

Examples: 

• Receives onboarding emails 

• Gets invited to a loyalty program 

• Finds helpful how-to content 

Marketing goal: Turn a one-time buyer into a repeat customer. Marketing tools: Email sequences, customer support, loyalty programs, community building 

5. Advocacy 

The loyal customer becomes a fan and spreads the word. 

Examples: 

• Leaves a 5-star review 

• Recommends you on social media 

• Refers friends for rewards 

Marketing goal: Encourage and enable sharing. Marketing tools: Referral programs, user-generated content campaigns, affiliate programs 

Journey vs. Funnel 

The marketing funnel is a simplified version of the customer journey. While the funnel is helpful for visualizing conversion stages (top, middle, bottom), the journey adds nuance: 

• It’s not always linear 

• Customers may loop back or skip steps 

• Experience and emotions matter, not just actions 

Understanding the journey allows for personalized and empathetic marketing—not just pushing people through a funnel. 

Customer Touchpoints 

A touchpoint is any interaction between the customer and your brand. Common touchpoints include: 

• Viewing an Instagram post 

• Clicking on a Google ad 

• Visiting your website 

• Receiving an email 

• Reading online reviews 

Mapping these touchpoints helps you identify: 

• Gaps in communication 

• Opportunities to improve experience 

• Ways to better guide customers to the next step 

Tools for Mapping the Customer Journey 

• Google Analytics: Tracks page views, bounce rates, session paths 

• CRM Tools (e.g., HubSpot, ActiveCampaign): Show where leads are in the funnel 

• Heatmaps (e.g., Hotjar): Reveal how users interact with your site 

• Customer Feedback: Surveys, interviews, reviews 

Real-World Example 

Example: A customer buying natural skincare from a small business 

1. Awareness: Sees a TikTok about your acne cream 

1. Consideration: Visits your website and reads your ingredients page 

1. Decision: Uses a 15% off code and checks out 

1. Retention: Gets a thank-you email and a how-to-use guide 

1. Advocacy: Shares their results in a skincare Facebook group 

Activity: Map Your Customer Journey 

Think about your product or service. What is the typical path your customer might take from not knowing you exist to recommending you? 

Sketch or write out 1–2 touchpoints for each stage. 

Key Takeaways: 

• The customer journey is the backbone of successful, customer-centric marketing. 

• Each stage (Awareness, Consideration, Decision, Retention, Advocacy) requires tailored marketing tactics. 

• Mapping your customer’s journey helps identify friction points and unlock conversion opportunities. 

1.3 Market Research for Beginners 

Introduction 

Market research is the process of gathering, analyzing, and interpreting information about a market, including potential customers and competitors. It’s the foundation for creating informed marketing strategies—and essential for reducing risk, identifying opportunities, and truly understanding your audience. 

This lesson will guide you step-by-step through market research essentials so you can make confident decisions and create offers that resonate. 

What is Market Research? 

Market research involves collecting data about: 

• Your target customers: who they are, what they want, what they need 

• Your competitors: what they offer, how they price, how they position 

• Your industry: trends, growth potential, risks, and gaps 

It can be: 

• Primary Research: Information you collect yourself (e.g., surveys, interviews) 

• Secondary Research: Existing data from reports, studies, or third-party tools (e.g., Statista, Pew Research, U.S. Census) 

Why Market Research Matters 

• Helps you avoid launching products no one wants 

• Uncovers gaps in the market you can fill 

• Shapes your pricing, messaging, and branding 

• Strengthens competitive advantage 

• Aligns your offering with actual demand, not assumptions 

Step-by-Step: How to Conduct Market Research 

Step 1: Define Your Research Goals 

Start with a clear objective. Examples: 

• “Understand why my current customers choose me over competitors.” 

• “Identify which social media platform my target market uses most.” 

Step 2: Identify Your Target Audience 

Ask: 

• Who are they (age, gender, location, lifestyle)? 

• What are their pain points and desires? 

• Where do they spend time online and offline? 

Tip: Use buyer personas (covered in 1.4) to guide this step. 

Step 3: Choose Your Research Method 

Primary research options: 

• Online surveys (Google Forms, Typeform) 

• 1-on-1 interviews or focus groups 

• Polls on social media 

Secondary research sources: 

• Google Trends 

• Industry reports (IBISWorld, Nielsen, Statista) 

• Competitor websites and reviews 

• U.S. Census data, trade associations, blogs 

Step 4: Collect Your Data 

Keep questions focused, relevant, and neutral. Examples: 

• What made you choose this product over others? 

• How often do you purchase [product type]? 

• What’s your biggest frustration with current options? 

Step 5: Analyze the Results 

Look for: 

• Patterns in preferences or problems 

• Recurring language or emotional triggers 

• Differences by demographic group 

Create a summary of key insights to guide your decisions. 

Key Areas to Research 

• Demographics: Age, gender, income, education 

• Psychographics: Beliefs, values, lifestyles, motivations 

• Buying behavior: Frequency, purchasing process, seasonality 

• Trends: What’s growing or declining in your niche? 

• Competitors: Their product features, marketing tone, gaps you can exploit 

Real-World Example 

Example: A home meal delivery service 

• Surveys customers about weekly meal planning struggles 

• Analyzes top competitor pricing and reviews 

• Finds that most customers are busy parents who want quick prep + healthy options 

• Uses this to develop new meals and a “10-minute prep” ad campaign 

Activity: Conduct Your First Research Step 

Pick ONE question to explore and choose your method: 

• Will you ask customers directly? 

• Analyze competitors? 

• Look for data online? 

Write down your question and how you’ll collect the answer. 

Tools to Get Started 

• Google Forms / Typeform (for surveys) 

• Google Trends (search interest over time) 

• AnswerThePublic (keyword research & questions) 

• Facebook Groups or Reddit (community insights) 

• SEMrush or SimilarWeb (competitor analysis) 

Key Takeaways 

• Market research helps you make informed, data-backed decisions. 

• It’s not just for big companies—small businesses benefit immensely. 

• A mix of primary and secondary research yields the best insights. 

1.4 Creating Your Ideal Customer Avatar 

Introduction 

An Ideal Customer Avatar (ICA), also known as a buyer persona, is a detailed profile that represents your perfect customer. This is not just demographics—it’s about diving deep into their life, values, goals, and pain points. 

A strong customer avatar helps you: 

• Craft powerful marketing messages 

• Create content that resonates 

• Choose the right channels and platforms 

• Design offers they truly want 

Why It Matters 

Marketing that speaks to everyone speaks to no one. When you clearly understand who you're targeting, your marketing becomes: 

• More focused 

• More effective 

• Easier to scale 

It also helps you: 

• Avoid wasting time and money on the wrong audience 

• Make decisions faster (based on what your ICA would want) 

• Strengthen your brand identity 

Elements of a Customer Avatar 

Your avatar should go well beyond age and gender. Include the following: 

1. Demographics 

• Age 

• Gender 

• Income 

• Location 

• Education level 

• Marital/Family status 

2. Psychographics 

• Values and beliefs 

• Hobbies and interests 

• Political or cultural leanings (if relevant) 

• Personal goals 

• Buying motivators (what moves them emotionally) 

3. Behaviors 

• Shopping preferences (online, in-store) 

• Frequency of purchase 

• Preferred social platforms 

• Content consumption habits (videos, blogs, podcasts) 

• Influencers they follow 

4. Pain Points & Challenges 

• What frustrates them? 

• What are they trying to fix or improve? 

• What fears or risks do they face? 

5. Objections & Hesitations 

• Why might they NOT buy? 

• What do they need to believe before saying yes? 

6. Goals & Desires 

• What outcome do they hope to achieve? 

• What transformation are they seeking? 

How to Create Your Avatar 

Step 1: Gather Data 

Use your market research (from 1.3), surveys, customer interviews, or analytics tools. 

Step 2: Identify Patterns 

Group people with similar characteristics. Don’t try to include everyone—narrow it down. 

Step 3: Create a Profile 

Give your avatar a name, face, and backstory to humanize them. 

Example: Name: Sarah Thompson 
Age: 35 
Occupation: Busy mom and online fitness coach 
Pain Point: Doesn’t have time to cook healthy meals 
Goal: Wants to feed her family nutritious food in under 20 minutes 
Favorite Platform: Instagram 

Pro Tip: Start with ONE Avatar 

Even if you serve multiple types of customers, start with one clear avatar. You can always add more personas later. 

Real-World Example 

Example: A dog grooming service 

• Target Avatar: Emily, a 28-year-old urban professional with a rescue dog 

• Pain Point: Struggles to find time for grooming appointments 

• Desire: Wants convenience and trust 

• Marketing Angle: Mobile grooming with easy scheduling 

Activity: Create Your Avatar 

Fill in the following prompts: 

• Name: 

• Age: 

• Occupation: 

• Main goal: 

• Biggest frustration: 

• Favorite content platform: 

• What would make them trust your brand? 

This will become the cornerstone for your messaging, branding, and even product design. 

Key Takeaways 

• A well-defined customer avatar makes every part of marketing easier and more effective. 

• Go deep—include emotional triggers, values, and desires. 

• Start with one avatar and build from there as needed. 

1.5 Setting SMART Marketing Goals 

Introduction 

Setting goals is critical in marketing. Without clear goals, your campaigns can lack direction, waste resources, and fail to produce measurable outcomes. SMART goals help solve this problem by ensuring your marketing objectives are structured for success. 

In this lesson, we’ll break down the SMART goal framework, show you how to apply it to real marketing situations, and help you define measurable, trackable outcomes that align with your business. 

What Are SMART Goals? 

SMART is an acronym that stands for: 

• Specific 

• Measurable 

• Achievable 

• Relevant 

• Time-bound 

This structure turns vague ambitions into actionable strategies. 

Breakdown of Each SMART Component 

1. Specific 

Your goal should be clear and focused. 

✅ Example: “Grow our Instagram following” 
❌ Vague: “Get better at social media” 

Ask: What exactly do I want to accomplish? 

2. Measurable 

Attach a number to track progress. 

✅ Example: “Gain 1,000 new followers” 
❌ Vague: “Grow a lot” 

Ask: How will I know when it’s done? 

3. Achievable 

Be ambitious, but realistic. 

✅ Example: “Increase email open rates by 10%” 
❌ Unrealistic: “Get a million subscribers in one month with no budget” 

Ask: Can this realistically be done with the resources I have? 

4. Relevant 

Make sure your goal aligns with your larger business objectives. 

✅ Example: “Generate 100 new leads for our online course launch” 
❌ Misaligned: “Get likes on a post that doesn’t connect to any campaign” 

Ask: Does this support where the business is going? 

5. Time-Bound 

Set a deadline to create urgency. 

✅ Example: “Reach 10,000 site visitors by the end of Q2” 
❌ Open-ended: “Keep working on it forever” 

Ask: When will I complete this? 

SMART Goal Formula 

Here’s a fill-in-the-blank formula to follow: 

"I want to [specific goal] by [date] so that [business outcome]." 

Example: “I want to generate 500 new email subscribers in 30 days so that I can increase attendance for my webinar launch.” 

Marketing Goal Categories 

You can set SMART goals across different marketing areas: 

• Brand Awareness: Increase reach, impressions, followers 

• Lead Generation: Grow email list, collect signups, increase opt-ins 

• Sales & Conversions: Boost purchases, sign-ups, bookings 

• Engagement: Improve likes, shares, comments, video views 

• Retention: Increase repeat purchases, customer loyalty 

Real-World Example 

Scenario: A personal finance blog wants to grow its reach. 

• Specific: Increase monthly blog traffic 

• Measurable: By 20% 

• Achievable: Based on past growth trends 

• Relevant: More traffic = more ad revenue 

• Time-bound: By the end of this quarter 

Final SMART Goal: 

“Increase monthly blog traffic by 20% by June 30 to boost affiliate ad revenue.” 

Activity: Write Your SMART Goal 

Fill in the blanks below: 

I want to ___________________________________ 
by ___________________________________ 
so that ___________________________________ 

Then double-check: Is it specific, measurable, achievable, relevant, and time-bound? 

Tips for Staying Accountable 

• Break goals into weekly tasks 

• Use a project management tool (e.g., Trello, Asana) 

• Set reminders and check-ins 

• Celebrate milestones 

Key Takeaways 

• SMART goals create clarity and accountability in your marketing 

• Vague goals waste time—specific goals produce results 

• Use the SMART formula for every campaign, funnel, and initiative