Episode 19 // Four Cues to Creating a Meaningful and Measurable Marketing Campaign

Championed by our friends at Community Futures Sunrise


Marketing is often the most exciting part of running a business. It’s fun, fluid and brings our story to the world. But does the world really want to hear it? Many times, because of the way we’re telling the story, the answer is (a painful) "No!"—ask any sales rep to attest.


But marketing, when done right, is an extremely powerful tool that communicates our message in a meaningful way, building our brand and our business.


We recognize the challenges Founders face when creating a marketing campaign that counts. We’ve been there ourselves. So today, we're bringing in NTN Pro, Jill Sauter, Principal of Jill Sauter Marketing and Communications, to help us craft a measurable marketing plan—one that delivers a solid return on our investment of time and money.


And hey, she also shares a number of brilliant worksheets to guide us along the way.


Part 1 // The Features and Benefits of a Solid Start

You may be sitting with a blank page open, ready to unleash your marketing prowess. You type in the headline… but then there’s an abrupt pause.


Where do you start? You’re riddled with a tsunami of questions. Should you market your business as a whole, or each product separately? Who are you marketing to? What do you need to tell them?


Fortunately, we have Jill with us to help put pen to paper and kickstart our efforts in a purposeful way.


In addition to locking in our starting point, Jill reminds us to focus on the solution! Knowing what problem we solve will always steer our efforts in the right direction. Rather than spouting features, focus on the benefits. This is what catches and holds the attention of your audience, explains Jill.

Knowing what problem we solve will always steer our efforts in the right direction

Curious? Join us for Part 1 as Jill gets us off to a solid start.


// Download the Customer Information Checklist

// Download the Purchasing Process Worksheet



Part 2 // The Marketing Message, Medium and Method

So, now what? Now that you've got the foundation in place, what comes next?


Are you thinking it’s time to get the word out? That’s exactly where we’re going in Part 2.


But wait up! Instead of putting it all out there and focusing too much on click-throughs and open rates—which are helpful tools—Jill proposes a coordinated approach, here in Part 2.

When you put on a marketer’s hat, you need to guide the customer from “Do I know you?” to “Here’s my money.”

There are four stages of engagement that take your audience from being a prospect to becoming a paid and retained client. Each stage requires a different message, using a different medium, and will follow a strategic method.


Jill nails the three key questions, that when asked and answered, abolishes guesswork and puts you on a path to preparing a powerful marketing mix.


// Download the Campaign Evaluation Worksheet



Part 3 // Measure and Modify Your Marketing

An untethered marketing budget is a problem. To rope in your spending and maximize your ROI, you need to monitor your campaign’s performance, and modify when necessary.


Staying on top of the key-performance-indicators (KPIs) will help you identify where to focus your efforts and justify the cost.


How do you do it? Founders like to jump to top line results to gauge success. But is this the correct way to measure your campaign’s performance?

Founders have a wide array of marketing tools at their disposal but lack an effective method for predicting their success.