Doing Marketing Differently
As a business owner, basically everything is optional. (To a certain extent.) It’s up to you to keep on top of your finances and analytics. It’s up to you to find new ways to connect with your existing audience and get in front of new people. And, it’s up to you to continue your personal and professional development.
For most of us, that last part is in our bones as entrepreneurs. We constantly want to be better, know better, do better.
So when Fab, Founder and Lead Teacher of Alt Marketing School*, offered me a spot in their latest cohort, I said yes. The Alt tagline is “Market to hearts, not brains,” which sets the scene for the empathetic and ethical marketing practices we covered.
AN OVERVIEW OF ALT MARKETING SCHOOL
Alt Marketing School aimed to make marketing both fun and human. Case in point: one of the exit interview questions was about our favorite meme. Honestly, I like memes as I scroll on social media, but I’m not an avid user. But I remembered this one because my client Jordana (an amazing marketer in her own right) shared it.
*If you’re not already following @the_marketing_millennials, DO IT.
But the certification program wasn’t fluff content. Fab and her team of expert facilitators came prepared with industry stats, trends, and examples. They offered simple and useful frameworks and tools. And we covered a huge range of topics, from buyer psychology and brand values to SEO, sales KPIs, and ads. (And then some.)
Fab brings all kinds of zany energy to the calls, but is super intentional about the information offered and the experience she curates. She’s also tapped into up-and-coming tech. I swear, every single aspect (little quizzes, testimonial requests, scheduling, the course host itself, etc.) used a platform I’d never heard of.
And because of the cohort model, I got to meet some really interesting people from around the world with exciting visions. Many were in the pre-launch or early business phase, but some already had successful brands and were wanting to go to the next level. Regardless, it was great to have other people’s perspectives and I would have liked an opportunity to get to know them even better.
WHAT I LEARNED
I knew a lot of the theoretical, values-based, human side of what we learned. Because that’s how I approach marketing too. That said, it’s always useful to either tweak or reinforce your worldview by hearing the same topic talked about by someone new.
On the flip side, I learned a lot about the systematic, measurable side of marketing. I liked the concept of monthly/quarterly KPI tracking—it was so simple, but brought big-picture, general goals into something measurable. I also liked breaking down the awareness, conversion, and retention efforts by platform because it made me realize where I had some misalignment and where I should double down.
Creating an audience persona is something I teach about often, but had been dragging my feet on for my own business. (Which is exactly why we all need outside perspective and empathetic accountability.) During the program, I created a persona of the ambitious, experienced, conscious woman I LOVE to work with. Which made me realize I haven’t been as audience-centric in my content and SEO as I should be. Next steps: I want to do more with voice of customer and addressing what my ideal clients are *actually* searching for and wanting.
I also loved that there were 2 sessions about community—one on understanding and leveraging the creator economy (aka influencers), and one on explicitly and intentionally building a community from scratch. I’m guessing these are somewhat unique features to Alt Marketing School compared to standard marketing programs.
Beyond the content itself, I realized that I don’t want to create my *own* group program or course. I don’t have it in me to make sure people are engaged, on track, showing up, doing the work, and understanding at the same pace. But a membership or mastermind, where I create structure, hold space, share resources, and make connections, and people are on their own to get the most out of it—I really do think that’s in my near future. Stay tuned…
SO, IS ALT MARKETING SCHOOL RIGHT FOR YOU?
Yes, if you want to either learn or review the basics of a comprehensive marketing strategy. I’ve been running my business full-time for 4 years, been in communications for over 10, and STILL learned lots of *new* nuances and even big-picture elements.
Yes, if you want to connect with a group of like-minded (but simultaneously diverse) business owners or side hustlers. And need (or simply want) accountability to actually build out the elements you’ve been neglecting—like your audience persona, your brand values, your content repurposing plan, your marketing KPIs, your customer journey and corresponding marketing channels, etc.
Yes, if you want a certification to boost your confidence or add clout with clients and peers.
Probably not (or at least not now) if you don’t have the bandwidth to commit at least 5 hours per week to the program. Or if you don’t want to actively apply what you learn. Or if you want anything stuffy/old-school/status quo.
And in case you’re considering joining yourself*, I highly encourage you to apply for the “marketing for good scholarship”. As of March 2023, the scholarship allows you to enroll at £665 instead of £2,650 and they have 5 scholarships per cohort.
This is an excerpt from Toward Purpose & Progress, my newsletter where I share business tips, good news, shoutouts to Founder Friends, and other juicy snippets. Subscribe here for more rants, reflections, and resources.
* = affiliate link
