035 - Building a 90-Day Advertising Strategy on a Budget with Paul Potratz of The Growth Mindset - The Product Startup: Product development for small business

Paul began Potratz, a brand experience, engagement, and digital agency, in Schenectady, NY in 2003. Since then, Potratz has grown to have 37 employees and clients across the U.S., Canada, and Denmark. His recent project, The Growth Mindset, is a mentor, marketing, and leadership association for modern day entrepreneurs and aspiring entrepreneurs.

In this episode, we learn about

* The fist thing that you must do when creating a branding and advertising strategy

* "How will your product or service improve the consumer's life?"

* Finding your target audience using social media and asking them questions

* What to do if your message isn't resonating with the audience

* Creating a 90-day branding and promotion strategy on a minimal budget

* Using what your target market says about your product to create call to actions and one-liners

* Creating a basic website or Facebook page and growing your audience and posting consistently

* Targeting "Social Lions" in your group and turning them into evangelists 

* Using a chat box on your website - managed vs self-hosted

* Using surveys to substitute for two-way communication on our websites

* Trying A/B testing surveys - messaging and location on the site to optimize the response rate

* Asking yourself - "Who will the survey benefit?" The response will tell you how long to make it and how to incentivize it

* How to focus a $1000 budget for advertising - Facebook, Instagram, and Pinterest

* Investing in a Customer Relationship Management (CRM) tool

* Doing something to help the recipient of emails and newsletters - making them useful

* The old way of marketing - interruption advertising

* The new way of marketing - educating and telling stories

* Using data from your CRM to target Facebook ads and posts

Links and resources mentioned in this episode

* Website: paulpotratz.com

* Social Media

* Twitter: twitter.com/paulpotratz

* Facebook: facebook.com/PaulPotratz

* Instagram: instagram.com/paulpotratz

* Books

* The Go-Giver, A Little Story About a Powerful Business Idea by Bob Burg

* The 10X Rule: The Only Difference Between Success and Failure by Grant Cardone

* Tools

* Hotjar - Site analysis and feedback tool

Thanks for listening!

What did you think? Leave me a note in the comments!

Do you want to see similar episodes or have suggestions for future guests? Please review The Product Startup Podcast on iTunes. Ratings and reviews help me gauge interest in the show and influence the topics I cover. I read them all!

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