🍪 The 2 layers of your marketing system

👉 Layer 1: Your Base (Evergreen/ Searchable)

Think of this like the cookie base of your marketing system pie.

This is your foundation. 
It runs consistently, bringing people into your world even while you’re offline.

Think: Pinterest, SEO, blogging, long-form YouTube videos, email funnels, podcast interviews, PR features, and more.

This layer helps grow your reach and make you findable.

📌 Example:
Someone searches YouTube for “how to create a course”. Your 15-minute video answers their question, builds credibility, showcases your knowledge, and eventually points them to your freebie. Now they’re on your email list and entering your email sequence and will be invited to work with you in various ways.
That video can keep working for you long after you’ve uploaded it.

📌 Example:
Someone searches Pinterest for “how to start a course”. They land on your blog post, grab your freebie, and now they’re on your email list. Following the same funnel as above.
Even if you’re on vacation, this system is working.

👉 Layer 2: The Pie Filling (Connection-Driven)

This is like the cheesecake part of the pie… the things that make the experience memorable and keep people coming back.

These strategies create trust and help create connection with your audience.

Think: social media content, your own podcast show, webinars, challenges, communities, pop-up Q&As, and more.

This layer helps build momentum and drive conversion.

📌 Example:
You run a 3-day challenge that helps your audience map their first course. By the end, they’re invested and ready to grab your digital program to take the next step.

📌 Example:
You run a live Q&A on Instagram about your program topic. Someone in your audience finally feels ready and clicks through to your sales page to buy.

🍫 Why I recommend both layers

If you only rely on evergreen/searchable methods, you’ll grow a little more slowly and perhaps miss out on opportunities to deepen relationships.

If you only rely on connection methods, you’ll likely burn out and struggle with consistency.

But when you use both?

⟫ Your evergreen layer keeps new people flowing into your world.
⟫ Your connection layer builds trust and invites them to buy.

That’s a system that grows with you, not against you.

But…these 2 layers are meant to be unique to YOU!

✨Here’s the part I really want you to consider:

Your marketing system mix doesn’t have to look like anyone else’s.

Some people thrive with a classic split: evergreen methods in Layer 1, live social methods in Layer 2.

Others prefer to keep both layers on the lower-energy side. For example:

• Using guest podcasting or interviews as their connection strategy.

• Swapping a live webinar for a pre-recorded training.

• Turning a live Q&A into an asynchronous Q&A where people submit questions, and you answer in your own time.

Your Layer 2 doesn’t have to drain you to be effective. It needs to add a connection point on top of your evergreen “findable” layer.

The focus of this system is flexibility.
You get to design the mix that works with your energy, your personality, and your business model.

It’s still just 2 layers (searchable methods + connection methods) but you can decide if your searchable + connections layers will be:

⟫ Low energy layer 1 + high energy layer 2
⟫ High energy layer 1 + high energy layer 2
⟫ Low energy layer 1 + low energy layer 2

The key is making sure you layer a searchable evergreen method with a way to connect with your audience.

🍬 How to Pair Your Layers

Here are a few combos to spark some ideas for your 2 layer approach.

Example 1: For the person that likes video creation.

⟫ Your Base: YouTube long-form videos (core content that is searchable)

⟫ Your Pie Filling: Short Form Social (YouTube Shorts repurposed to TikTok)

Why it works:
YouTube videos are searchable and can build trust at the same time. You can direct them to purchase your programs from your videos.
YouTube Shorts/ TikToks create more connection and answer questions your audience may have.

Example 2: For the person that likes writing and lower energy methods.

⟫ Your Base: Blogging + Pinterest marketing + Email marketing (yes, you can have more than 1 🙂)

⟫ Your Pie Filling: Email-based challenges (invite more connection through replies/ polls/ quiz features)
Notice how this layer is a lower energy method in layer 2?

Why it works:
Pinterest (a search engine) drives cold and warm traffic to your blog posts and freebies which leads to people joining your email list.
The email challenges gives them a taste of your teaching and points to your paid offer. These challenges allow you to connect with your readers and help them take action in the moment.

Example 3: For the person that wants to build a community by tapping into other business owners’ existing communities.

⟫ Your Base: Guest blogging, guest podcasts, and guest interviews

⟫ Your Pie Filling: Running a community (Facebook group, circle group, etc.)

Why it works: 
Podcasts expand your reach and put you in front of a new audience. For someone that wants to build credibility (while building an evergreen base) without having to maintain their own podcast show or blog, this can be a helpful base for becoming findable.

Running your own community allows you to connect directly with your audience and promote your programs. It also gives you a place to direct people from the guest blog posts and podcast interviews.

👉 Your system doesn’t have to look like anyone else’s. Just choose at least one base that keeps working when you’re offline, and one layer that adds the right kind of connection for your personality and energy.

Next week, I’m sharing more examples of marketing mixes so you can get see that not everyone has to do the same thing in their business. I’ll be sharing some low energy mixes, high energy mixes, beginner mixes, and mixes for more advanced businesses.

🚀 Want help building your 2 layered system?

That’s exactly what we do in Your Next 90 Strategy Session.

We’ll:
🍪 Map out your layer 1 mix (the evergreen methods that fit you)
🍬 Choose your layer 2 strategy (connection methods that excite you)
🍭 Build a 90-day marketing plan that’s simple, strategic, and works for you!

🎯 This Week’s Action:

1. Choose your layer 1 (one evergreen method to run steadily).

2. Choose your layer 2 (one connection-driven method).

3. Commit to those two as your starting system.

Keep it simple. No need to dump the whole candy shop on top. Start with one solid base + one delicious filling.

Then grow from there.

😂 Meme of the week

When your digital product marketing plan is, “ooh, I saw someone else do this…let me try it”.

This may or may not have been what my marketing plan looked like when I first started marketing my course in 2017. 🤫😂

That’s it for this week!

I hope you enjoyed this week’s newsletter.

If you want me to share an example next week using the platforms you want to use for marketing your digital products, let me know by replying to this email!

Have a fantastic day!
— Kat 🍭