Fundamentals of Brand Selling & Growth Strategy for Creative.pdf

A guide to assist creatives into the world of marketing positioning and growth marketing. This was presented to a group of spoken word artists who asked the question...'how can I turn my creative skills or brand into a viable business?' The document seeks to bring creatives the knowledge of marketing and how they can leverage existing tools and opportunities to grow as brands and businesses. I recommend this for all creatives who would like to tap into the creative economy and become profitable

1. Selling & Growth
Strategy
For Poets, Spoken Word Artists and
other Creatives
Fundamentals of Brand

2. Kwabena
Creative Strategist
Close to a decade of working in brand
marketing and 5 years working the
stage as a spoken word artist

3. “Growth is the only evidence of life”
-John Henry Newman

4. Marketing for Creatives
Marketing for creatives is about Connecting. Sharing.
Explaining. Offering.
It’s about building lasting relationships with your audience;
with your clients, agents, managers etc.
You’re not screaming, “Buy my stuff!” at random strangers.
Instead you’re issuing an invitation to your tribe, your
audience, to the people you want to work with: “I made this
for you. Would you like to know more?”
It’s all about being creative and authentic, open and generous.
Finding, then communicating with people who are aligned
with what you do, and interested in finding out more.
Circa: 2016

5. What is your most recent signal of growth?

6. “Be not afraid of growing slowly; be
afraid only of standing still.”
-Chinese Proverb

7. So What Is Growth Marketing?
Growth marketing a kind of marketing that uses data-driven methods to acquire and keep
customers, aiming to increase a company's poet’s client base and customer revenue.
It's like a puzzle that combines marketing, data analysis, and experimentation to make a
company poet grow faster.
➔It follows a process and is strategic
➔It’s not based on assumptions
➔Growth without retention is no growth
➔It’s good for you

8. Connecting with your audience strategically, with
data, in order to keep them engaged with your art
consistently enough to keep spending on it
In a nutshell..

9. What do you need?
Objectives
What do I want to
achieve with my
art? Sell it?
Perform on the
biggest stages?
Etc.
This determines
your messaging
and CTA
Audience
Who do I want to
reach with my
art? My friends,
Art
community,decis
ion makers, etc.
This determines
where your
messaging goes
Content
What version of
your art or things
related to it do you
want people to
experience?
This determines
what you’re putting
out there
D.A Tools
How have the
audience been
responding to my
content and how
does it affect my
goals
This determines
the previous
Channels
What version of
your art or things
related to it do you
want people to
experience?
This determines
what you’re putting
out there
Agility

10. GOALS &
OBJECTIVES
To start of your growth strategy, you need to
clearly define your goals & objectives. What you
want to achieve from your growth plays a big role
in determining how you facilitate said growth.
Your objectives to be SMART:
Specific, Measurable, Attainable, Realistic &
Time-Bound
They will also need to be reviewed periodically to
ensure that data from the market is in line.

11. Examples of Business Goals
➔Drive more sales
➔Grow brand awareness
➔Expand market share
➔Develop stronger relationships with
stakeholders
➔Enter new markets or territories
➔Reach new audiences or demographics
➔Raise more revenue
➔Secure funding
➔Increase profits
Examples of SMART Objectives
➔Our business needs 10,000 website visitors,
within the next 6-months from our inbound
marketing activities in order to achieve
revenue of $200,000 from inbound and
content marketing.

➔We would like to increase the number of
inquiries that come from our marketing
communications efforts by 15% by the end of
October this year.

12. AUDIENCE
At the heart of growth marketing strategies is the
need to gain a deep understanding of target
audiences. Understanding the needs, desires, and
motivations of target audiences is paramount to
ensuring that businesses craft the right message
for the right audience.
By creating detailed buyer personas and
conducting thorough market research, marketers
can develop highly personalized campaigns that
resonate with their ideal customers. When
messages resonate with audiences on a more
personal level, this is likely to foster trust and
loyalty.

13. Finding your Audience
1. Analyze your customer base and carry out client interviews
2. Conduct market research and identify industry trends
3. Analyze competitors
4. Create personas
5. Define who your target audience isn’t
6. Continuously revise

14. CONTENT
Determining the aspect of your art you would
want to share with the world and which format it
would be in is very crucial to your strategy.
To keep your audience engaged, you’ll need to
create relevant content consistently. Content is
King, the more content, the more visibility.
Your content needs to be trendy, consistent,
relevant and even shared at the right time.
A simple challenge to build consistency is the
30-Day Stories Challenge.

15. Content Formats
●Blog posts
●Email
●E-books
●Social media posts
●Video content
●Podcasts
●Landing pages

●Images and photos
●Memes and GIFs
●Quizzes and surveys
●Polls and opinion pieces
●Live videos and stories
●User-generated content
●Audiobooks

16. CHANNELS
Also very key to the success of your strategy is
the choice of channel you want to share your
content through.
Our target audience + our goal + our content
should inform which channels to use and how to
use them.
It’s basically like picking where to place your shop
if you had a physical product. The wrong location
can significantly hinder your growth

17. Content Formats
●Social Media
●Websites/Blogs
●Email Marketing
●Omnichannel Marketing
●Video Marketing
●Influencer Marketing
●Search Engine Optimization
●Podcast Marketing
●Word-of-Mouth Marketing
Source: WJ Agency

18. DATA
DATA
DATA
One if the Key principles of growth marketing is
the analysis of data. to inform the
decision-making processes. By harnessing the
power of analytics tools and customer insights,
marketers can gain a deep understanding of
audience behavior, preferences, and pain points.
This data-driven approach enables them to tailor
their strategies and tactics for maximum impact.
With the right data, you know what to create,
where to distribute, who to engage even when to
do so. Growth marketing thrives on agility,
experimentation, and data-driven insights.

19. Data Analytics tools

20. AGILITY
Growth marketing is synonymous with
experimentation. Marketers are encouraged to
test various hypotheses, strategies, and tactics
through rapid experimentation. By embracing a
fail-fast mentality, they can quickly identify what
works and what doesn’t, allowing for continuous
iteration and improvement.
Using tactics such as A/B testing with different
creatives, businesses can identify what resonates
with their audience and what approach they need
to refine accordingly.

21. Effective Strategies
Inbound Marketing
Inbound marketing focuses on attracting,
engaging, and delighting customers
through valuable, relevant content and
experiences. By creating blog posts,
videos, podcasts, and other content
assets that address the needs and pain
points of target audiences, businesses
can attract qualified leads to their website
and build trust and credibility over time.



Paid Advertising
Paid advertising allows businesses to
reach their target audience quickly and
effectively through platforms like Google
Ads, Facebook Ads, and LinkedIn Ads. By
targeting specific demographics,
interests, and behaviors, marketers can
deliver highly targeted ads to potential
customers at every stage of the buying
journey.

22. Remember…
➔Have a clear goal in mind
➔Be authentic
➔You can’t do everything
➔Make offers consistently
➔Don’t be afraid to ask
➔Connect, connect, connect
BE CREATIVE
& PROFITABLE

23. medaase
akpe
asante
thank you
Kwabena Oppon-Kusi
[email protected]
For Teaching and Speaking
opportunities kindly reach
out here: