Episode 54: Profitable Growth Hacks | Chris Lapa - Growth Academy

Turning Your Marketing Spend into Growth with Chris Lapa

Episode Summary:
In this insightful episode, hosts Tania Gomez and Paul Bryan sit down with marketing expert Chris Lapa, founder of The Growth Academy. Together, they explore strategies to optimise marketing for NDIS providers, focusing on creating impactful customer journeys, using data-driven insights, and leveraging tools like AI to streamline processes. Whether you're a new provider or looking to scale your operations, this episode offers actionable tips to make your marketing spend count.

Key Highlights and Timestamps:

[00:00] Introduction
  - Welcome by Tania and Paul.  
  - Overview of the episode's focus on marketing strategies for NDIS providers.  

[03:00] Guest Introduction: Chris Lapa
  - Chris’s journey in marketing and his passion for helping NDIS providers.  
  - The importance of storytelling and messaging in the disability sector.  

[08:30] Building a Marketing Strategy
  - Understanding the customer journey and tailoring messages to users and choosers.  
  - Creating a communication plan for participants, parents, carers, and support coordinators.  

[13:20] Importance of Storytelling in Marketing
  - “Show, don’t tell” philosophy: Sharing testimonials, videos, and case studies.  
  - Shifting focus from services offered to outcomes achieved.  

[18:00] Websites vs. Social Media
  - Why a website is essential as a 24/7 salesperson.  
  - Choosing between a basic landing page or a full website based on business needs.  

[24:00] Optimizing Social Media Marketing
  - Tips for creating unique, impactful content.  
  - How to choose the right platform (e.g., Facebook, Instagram, LinkedIn) based on your audience.  

[30:00] Google Ads and SEO
  - Using Google Ads for bottom-of-the-funnel activities and targeting specific searches.  
  - Importance of a strong, user-friendly website to complement Google Ads campaigns.  
  - Using Google’s Keyword Planner to analyse search volume and costs for targeted campaigns.  

[36:15] Balancing Marketing Budget Across Channels  
  - When to invest in Google Ads, social media, or networking events.  
  - Understanding your customer acquisition cost (CAC) and lifetime value (LTV).  
  - Avoiding wasteful spending by starting with clear goals and strategies.  

[41:30] Networking as a Marketing Strategy
  - The value of in-person events for building connections and refining messaging.  
  - Using networking to test storytelling strategies and gather direct feedback.  

[46:00] Crafting a Sales Process
  - The importance of aligning sales and marketing efforts for better lead conversion.  
  - Developing urgency and a defined follow-up process to maximise lead potential.  
  - Overcoming the stigma around “sales” in the NDIS sector.  

[52:30] Embracing Innovation and AI in Marketing
  - Leveraging AI to streamline repetitive tasks and improve efficiency.  
  - Using tools like ChatGPT to generate content, manage social media, and optimise workflows.  
  - Balancing automation with the human touch to maintain client trust and connection.  

[58:00] Final Tips for Providers
  - Understanding your growth goals and tailoring marketing strategies accordingly.  
  - Importance of storytelling, testing strategies, and focusing on data-driven decision-making.  
  - Why building a strong foundation is key before investing heavily in marketing tools.  

[01:04:00] Wrap-Up and Next Episode Preview
  - Tania and Paul thank Chris for his valuable insights.  
  - Preview of the season finale episode highlighting lessons and successes from 2024.

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Key Takeaways:
1. Start with Storytelling: Develop a clear, compelling narrative tailored to your audience.  
2. Focus on the Customer Journey: Understand how potential clients find and decide on your services.  
3. Optimise Your Channels: Choose platforms and strategies that align with your target audience and growth stage.  
4. Embrace Innovation: Use AI and automation to save time and focus on high-value activities.  
5. Test and Refine: Start small, test your approach, and scale what works.

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Resources Mentioned:
- [Google Keyword Planner](https://ads.google.com/home/tools/keyword-planner/)  
- [The Growth Academy](https://thegrowthacademy.com)  

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Connect with Us:
Host: Tania Gomez | [Website] (https://taniagomez.com.au)  
Host:Paul Bryan | [LinkedIn] (https://linkedin.com/in/paulbryan) 
Guest: Chris Lapa | [The Growth Academy](https://thegrowthacademy.com.au)  

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Don’t forget to subscribe, rate, and share this episode to help more NDIS providers thrive! See you next week for the 2024 season wrap-up episode.