In the ‘Six Fundamentals of Online Marketing Strategy’ Meetup, Ewa and Sam went into details on how they develop strategic frameworks for their clients. Here are the 6 Steps they covered at the meetup: 1. Building your buyer Persona. 2. Discovering your Market Awareness Level. 3. Discovering your Market Sophistication Level. 4. How to reach your persona - what are your main Communication Channels? 5. Creating your Unique Selling Proposition. 6. Developing your Brand Story.

1. 6 Fundamentals of Online
Marketing Strategy
by Ewa Wysocka & Samuel P.N. Cook

2. 1. Execution Before STRATEGY.
2. Building The Website Instead Of a FUNNEL.
3. Great Strategy, Poor EXECUTION.
4. Not Knowing Your NUMBERS!
5. Doing SEO instead of CONTENT.
6. Failing To Integrate The PAID TRAFFIC.
7. Running Traffic Without OPTIMISING!
8. Not paying attention to CUSTOMER SERVICE.
8 Most Expensive Online Marketing Mistakes

3. 1. STRATEGY fundamentals.
2. FUNNEL psychology and mapping.
3. EXECUTION process.
4. Defining your NUMBERS (KPI’s).
5. CONTENT integration.
6. PAID TRAFFIC integration.
7. OPTIMISATION.
8. CUSTOMER SERVICE process set up.
Our 8-Step Digital Marketing Formula

4. “If I had an hour to solve a
problem I'd spend 55 minutes
thinking about the problem
and 5 minutes thinking about
solutions.”
Albert Einstein

5. ⭑ Your PERSONA
⭑ Should you do online marketing at
all?
⭑ Market AWARENESS
⭑ Market SOPHISTICATION
⭑ Your Unique Selling Proposition
(USP)
⭑ Your BRAND STORY
6 Fundamentals of Online
Marketing STRATEGY
An ad from 1952 by Marketing
Genius David Ogilvy

6. Plant-based (vegan) diet catering
Our case study

7. 1. General (demographic mainly)
2. Goals and Values
3. Lifestyle and Personality Traits
4. Challenges, Fears and Problems
5. Interests and Hobbies
6. Keywords they would search for
7. Objections to the buying
7 Characteristics of Your
Buyer Persona

8. How to get the info
“Do’s and Don’ts!”
BrendonBurchard
⛔ Multiple choice surveys
⛔ Asking your coworkers, friends, or your
MOM!
⛔ Surveying paying clients
➢ Open question survey online (What is your
biggest challenge when it comes to…?)
➢ In-depth one-on-one conversation (sales
calls!)
➢ Cyber stalking :-) Online Forums, Facebook,

9. #1 General
⭑ Persona’s nick name: New Age Monika
⭑ Food preferences: plant-based only,
possibly gluten free
⭑ Age: 30 - 40
⭑ Gender: Female
⭑ Marital status: Single
⭑ Location: Warsaw
⭑ Occupation: Freelancer, preferably in creative
niches
⭑ Annual Income: 70 000 - 120 000 PLN
FrankKern
BrendonBurchard
QUOTE:“VeganisTheNewSexy”

10. #2 Goals and Values
⭑ Goals Directly Related to The Offer:
following plant-based diet that is tasty,
nutritious and diverse,
⭑ Other Relevant Goals: self growth,
traveling, being able to afford her lifestyle,
hanging out with like-minded people
⭑ Values: freedom, creativity, fun, growth
⭑ Dislikes: aggression, boredom, rules and
processes
FrankKern
BrendonBurchard
QUOTE:“VeganisTheNewSexy”

11. #3 Lifestyle and Personality
Traits
⭑ Eating habits:breakfast at home, vegan
restaurants and lunch places during the day,
vegan home cooking in the evenings or
eating with friends
⭑ Personality traits (MBTI): intuitive, self-
aware, creative, eloquent, can be selfish and
too individualistic
FrankKern
BrendonBurchard
QUOTE:“VeganisTheNewSexy”

12. #4 Challenges, Fears
⭑ Challenges: vegan diet can be costly
and takes too much time
⭑ Fears: doesn’t want to be labeled
ethical vegan
⭑ Can suffer from: lack of focus, periods
of melancholy and depression
FrankKern
BrendonBurchard
QUOTE:“VeganisTheNewSexy”

13. #5 Interests and hobbies
FrankKern
BrendonBurchard
QUOTE:“VeganisTheNewSexy”
⭑ Gurus: Joel Fuhrman, Agnieszka Maciąg, Beata
Pawlikowska
⭑ Facebook Pages: /vegemiasto, WiecejWeganskich/,
/otwarteklatki, /veganhearo
⭑ Blogs: OlgaSmile.com, agnieszkamaciag.blog
⭑ Brands: Krowarzywa, BioOrganica, BioPlaneta,
Acaimania
⭑ Movies: Fat,Sick, & Nearly Dead, Forks Over Knives
⭑ Other hobbies: yoga, meditation, spirituality, self
growth, “she is a foodie”, art

14. #6 Keywords Monika
would use if she was
looking for your kind of
services
⭑ ‘vegan catering’, ‘vegan home
delivery’, ‘vegan diet plan’
FrankKern
BrendonBurchard
QUOTE:“VeganisTheNewSexy”

15. #7 Objections and decision
making
⭑ Objections that could stop her from buying:
○ “This will not be truly vegan”
○ “I am very particular when it comes to
taste”
○ I actually like to cook by myself
⭑ Role in decision making: makes decisions
for herself
FrankKern
BrendonBurchard
QUOTE:“VeganisTheNewSexy”

16. The number of searches for just ‘vegan diet’ in Poland is
not so big and is not showing growth over past year...

17. The Facebook targeting potential is also niche in this field...

18. What about this Persona?

19. #1 General
⭑ Persona’s nickname: Healthy Busy Ewa
⭑ Food preferences: healthy but not no
particular diet
⭑ Age: 30 - 40
⭑ Gender: Female
⭑ Marital status: Unmarried but in a stable
relationship
⭑ Location: Warsaw
⭑ Occupation: busy professional
⭑ Annual Income: 60 000 - 400 000 PLN
QUOTE:“HeaLTHyIsProductive”

20. #2 Goals and Values
⭑ Personal Goals Directly Related to The
Offer: Improving her productivity, digestion,
beauty, overall health, all while staying busy
and productive.
⭑ Other Relevant Goals: Career, personal
grow, maintaining and growing meaningful
relationships
⭑ Values: Growth, productivity, competence
⭑ Dislikes: Wasting time, confusion, stupidity
QUOTE:“HeaLTHyIsProductive”

21. #3 Lifestyle and Personality
Traits
⭑ Eating habits: Breakfast at home, lunch on
the go, evening food at home or out with
friends, trying to make healthy choices
⭑ Personality traits (MBTI): Driven, to-the-
point, can be “Bossy” and controlling
QUOTE:“HeaLTHyIsProductive”

22. #4 Challenges and Pain Points
⭑ Challenges: No time to prepare good quality
food for herself and her boyfriend; when you
eat out, how do you know the food is healthy?
⭑ Fears: getting unhealthy or fat because of
career choices
⭑ Can suffer from: stress, burnout, bad work-life
balance, unstable weight.
QUOTE:“HeaLTHyIsProductive”

23. #5 Interests and hobbies
⭑ Gurus: Anna Lewandowska, Kathryn Budig, Marie
Forleo, Kris Carr, TONY Robbins
⭑ Facebook Pages: /portalyogipl, /projektegoistka,
/biegigorskiepl
⭑ Blogs: crazysexydiet, hpba.com,
⭑ Brands: BioPlaneta, RiskMadeInWarsaw,
NewBalance
⭑ Movies: Hungry For Change, Food.Inc
⭑ Other hobbies: sports and traveling: running,
fitness, yoga, scuba diving, traveling, hiking
QUOTE:“HeaLTHyIsProductive”

24. #6 Keywords she would
use if she was looking for
your kind of services
⭑ ‘box diet’, ‘healthy lunch delivery’,‘diet
catering’, ‘healthy catering’, ‘catering
warszawa’
QUOTE:“HeaLTHyIsProductive”

25. #7 Objections and decision
making
⭑ Objections that could stop her from
buying: is plant-based really healthy? my
boyfriend will freak out when he hears
“vegan”...
⭑ Role in decision making: makes decisions
for herself or with her significant other
QUOTE:“HeaLTHyIsProductive”

26. Are there more Personas?

27. Can you have them all?

28. DEFINE CORE DESIRE (or PROBLEM!)

29. CORE DESIRE
⭑ She wants to be more
healthy without sacrificing
her career or lifestyle
(Self-Esteem)
FrankKern

30. How much she knows today about the way your
product satisfies her DESIRE?
What is Your Market Awareness Level?

31. 4 Levels of Awareness
Level 4 Super AWARE!
Level 3 Aware of your product, but does not want it
Level 2 Knows what she wants, but does not know
you
Level 1 Aware of the PROBLEM only (unrealised
desire)

32. The follower base of Polish people who are thinking
about healthier way of life is quite big right now

33. There are even people in Poland actively
searching for diet catering solutions

35. How many products have been there before you?
What is Your Market Sophistication Level?

37. Looks like the market might be just switching
from Sophistication Level 2 to Sophistication
Level 3!

38. Google Trends for Healthy Catering in Poland
The interest in healthy food catering is growing and we
might witness ‘boom’ in this industry in near future

40. Verbalize Your
Unique Selling Proposition
⭑ CORE DESIRE: wants to be more healthy
without sacrificing her career and lifestyle
(Self Esteem)
⭑ AWARENESS: she knows what she wants but
does not know you
⭑ SOPHISTICATION: there are few competitors,
you need to show her the better way

41. Write YOUR Idea for Unique Selling
Proposition of plant-based diet catering service
for Healthy Busy Ewa and send to
hello@tcmeetup.com before March 10th
Win semi-vegan :) lunch with Ewa & Sam!

42. Tell Your Brand Story
⭑ Upgrade Your Story at Each Level of Market Sophistication
○ Emails/Copy (Tell your Story)
○ Design & Font (Be consistent and Thoughtful)
○ Photos (A picture speaks 1,000 words)
○ Online Videos (No Better Way to tell your Story)
○ Earned Media: News Articles, News Stories (PR)
○ Big Branding: TV, Movies, Endorsements, etc.

43. Telling Your Story
Does NOT Have to
be Expensive

44. Plant-based (vegan) diet catering
Our sample case

45. Plant-based (vegan) diet catering
Our sample case

46. ‘Your Funnel Psychology and Mapping’
March 16th, 7pm, Google Campus Warsaw

47. Video production & Photography by projecton