Marketing That Works: Creating Your Customer Attraction Plan

What this video covers

Marketing consultant Peter Brissette outlines a foundational customer attraction strategy focused on defining the target audience, solving specific problems, and building owned media assets. The session covers tactical workflows for repurposing video into blog posts, social reels, and emails, along with using AI tools to streamline production. The advice is directly applicable to local service providers, consultants, and brick-and-mortar owners who need a repeatable, low-cost marketing pipeline.

Best for: Solo service professionals and consultants needing a clear marketing pipeline; Local brick-and-mortar business owners aiming to optimize Google Business profiles and referrals; Small business owners producing content without an internal media team; Not relevant for businesses reliant entirely on enterprise tender RFPs or wholesale distribution

Chapters

1. 00:00 Introduction and SBDC Program Overview
2. 02:30 Marketing Strategy vs. Tactics
3. 03:15 The 3 Ps: People, Problem, Process
4. 05:46 Surveying Existing Customers to Refine Personas
5. 11:22 Core Marketing Channels and Website Essentials
6. 14:15 AI Impact on Search and Content Formatting
7. 19:53 Domain Registrars and Website Platforms
8. 26:15 AI Tools for Video and Audio Creation
9. 31:16 Content Cadence: Recency, Frequency, Proximity
10. 34:25 The Video-to-Blog Repurposing Engine
11. 36:03 Owned Assets vs. Rented Social Channels
12. 41:40 Social Scheduling and Channel Selection
13. 43:05 Generating Reviews and Structuring Referral Incentives
14. 46:06 Email List Nurturing and CRM Setup
15. 53:36 B2B Prospecting Tools and Advising Wrap-Up

Key points

• 17:27 Website visitors should be able to access the exact information they want within two to three clicks.
• 21:00 Standard domain name registration generally costs roughly $20 per year regardless of registrar.
• 36:34 A business owner owns their website and email list, while social media platforms remain rented land subject to account loss.
• 43:55 On mobile searches with local intent, Google Business Profile listings and reviews appear before standard website links.
• 46:38 Email marketing to an audience should occur at minimum once per month and can safely be sent up to once per week.
• 55:04 Apollo.io maintains an extensive B2B database with approximately 90% verified email addresses for cold outreach.

Turn it into a project: Build a Repeatable Customer Attraction and Content Engine

Phase 1: Define Strategy and Audience Profiles

1. 03:21 Document target market personas including demographic details, daily worries, and core problems.
2. 05:46 Survey your best past clients to gather qualitative insights on their challenges and preferences.
3. 08:24 Document the exact step-by-step process your service uses to solve the client problem.

Phase 2: Optimize Owned Core Assets

1. 17:21 Ensure site navigation conforms to the rule of three clicks and loads rapidly on mobile devices.
2. 17:37 Publish dedicated About, Services, FAQ, and Blog sections on the website.
3. 43:34 Optimize your Google Business Profile and integrate customer reviews on your website.
4. 47:50 Configure an email marketing system like Systeme.io to host contact forms and manage lists.

Phase 3: Execute the Repurposing and Referral Loop

1. 28:22 Extract short highlight clips using Opus Pro to create social media video snippets.
2. 34:32 Record a topic video and convert the transcript into an SEO-optimized blog post.
3. 39:18 Publish snippets to your primary social channel directing viewers back to your website and email opt-in.
4. 45:20 Implement an automated or routine direct request for reviews after every client engagement.
5. 48:40 Negotiate partner referral agreements providing ongoing commissions or rewards for client leads.

Sign in to Bizer to add this plan to your projects, each task linked to its moment in the video.