Build / Give / Grow / Transform
Read the 4 Phases of a Groundswell article
Build is basically Think, Map, Execute, Test.
Think, about your end in mind, how you want your clients to feel when interacting with you, think about how to make it frictionless, how are you going to receive aka; monetize your sales?
Map, how to design your marketing programs to map back to sale. It's not just the call to action messaging. This is about figuring out all the programs your working on results in sales. It also speaks to how you are going to Map out ‘desire and demand’ for your content, and products and services.
Execute / Test, this is so important go execute micro versions of what you want to do to baseline your results and test test test. This is critical before you move to the next phase. Before you invest or in most cases waste money on spraying and praying it works — have an idea shift from a hypothesis to having evidence that your system works and there is a positive response to your offering.
