So let's look at ad marketing. We need to think about creating a marketing flow. So whenever we start marketing online, we have to create a flow, we have to understand what the buyer journey is. And the buyer journey essentially is this, someone moves from attention to interest from so desire to action. That is the same in every purchasing decision. No matter what your business is, your potential client has to go through that flow.

First of all, we need to get that attention. So a lot of time that's just helping them in fact, Wilder, let's go to the next slide and discuss that here. Because when we match the content types to social media marketing and stuff, it starts to make sense. So attention content, this is where we get their attention when he first says I might be a social media post. It might be a community post, it might be an ad. So we post on social media, we post in a community, we run a small ad somewhere that gets people's attention and then we point them to interest content.

So we don't point them to the sale, we point them to interest content that could be a blog or an article or a YouTube video or Hangout. It could be anything that is interesting and relevant to them, it could be a podcast. Once they've done that, then we move to desire content. So what we're going to do is we're going to create a newsletter wall where they get some really strong benefits and bit hind that wall, that email signup, we're going to develop some deeper design, we're going to move them into general interests on the internet to sign up to our newsletter, where they can get member offers. Or they can get really high value from the newsletter information up to date news on the stuff, they're going to be interested as a potential client. So you might think, Well, that doesn't really apply to me, I'm not that type of business.

So one example might be you might be a gardening company. And you can just send out newsletters to remind people what they need to be doing at that time of year. Now to get to desire they had to go From interested design to make that transition to get the really good stuff, they had to give us our email address. And once they've given us their email address, they've given us permission to market to them on a regular basis. That also gives us the ability to create a content launch to really boost the content that we are sharing out there. So that starts to get a higher SEO value.

What do I mean by that? You got 500 people on your list, you release a local video on an event you tell them, and 20% of them maybe go through and watch it. You've now got 100 hits on your video straightaway, that can get indexed, and climb up in search. And then we've got action content in the newsletter itself. So then it's a product or service page, we're going to link to a special offer a discount a membership club, and they can take action. So we're taking them through a to attention, interest, desire action, that's a normal buying journey.

We're not trying to manipulate them. We're not trying to trick them. We're just understanding how they go from knowing thing to a purchase decision, and then making sure that we manage our marketing according to that flow. Now the important thing to understand about an ad marketing funnel when you're creating it, is you want to build in refer. So you create your product or service offerings, your website, you create that first. Some people make the mistake of moving to attention content.

First, they start with social media, no point, create your content, create the product you actually going to sell, create the landing page when they're going to buy your services. Now we want to think about how we're going to deliver value on our newsletter. So we want to build a newsletter we want to theme it we want to be thinking about what's going to be in that newsletter. What information are they going to one, then we can move to interest content. Now we can think about creating blogs or Hangouts, YouTube videos, podcast, content, interest content, it's either interesting or educational, that they can come and access and then then points even better content or Strong proposition value behind a newsletter signup. So, for instance, as an example, you might have an article on your website, saying how to change a fuse in a plug.

And then what you do is you create a free PDF of the article. And believe it or not, it's incredible how this works. They can read the article, but they will sign up to download the PDF. And it's incredible. It's the same information. But because it's in a PDF, because they own that information, they will give you their email address.

So that's a really great way of creating interest content that points desired content. We want to build it in reverse. And then last of all, once we've done all that we've got our blog, we need to get out there. So we're going to create some attention content, we're going to create some social media marketing post, let people know it's available. We're going to make sure we build up our social media presence so that we can get that when they come. We might use some ads, run some ads that target people to come that on some longtail keywords are not going to cost as much money maybe on Facebook.

So that's how You build an ad marketing funnel in reverse. So when you start planning your content, plan your content to fit the buyer journey and in this order