S2.E3: Learners and Hand Raisers, with Aimee Schuster

Tom and Curtis welcome back fractional CMO Aimee Schuster to discuss the critical distinctions between “hand raisers” and “learners” in digital marketing. They explore how understanding these differences can shape marketing strategies, emphasizing the importance of nurturing learners into hand raisers. The conversation delves into the significance of creating two separate funnels for learners and hand raisers, the metrics that matter, and real-world examples that illustrate these concepts. Aimee shares insights on the learner journey and the need for authenticity in marketing, while also addressing the challenges of measuring success in a fast-paced business environment.

N.B.: 

• Follow Aimee on LinkedIn
• Visit her company’s website: Bandwidth Strategy
• Learn more about The Josephine Collective, a women-led group of angel investors co-investing small amounts (as little as $1,000 per angel per deal) in early-stage startups across the United States.

Takeaways:

• Understanding the difference between hand raisers and learners is crucial.
• Marketing strategies should cater to both learners and hand raisers.
• The learner journey is essential for nurturing potential customers.
• Metrics should reflect the nuances of the marketing process.
• Invisible learners and lurkers are valuable in the marketing funnel.
• Authenticity builds trust and encourages conversions.
• Sales and marketing must align on definitions and expectations.
• Creating two funnels helps clarify marketing efforts.
• Long-term marketing strategies yield better results over time.
• Engaging content can turn casual learners into loyal customers.