Once your market is identified, the next thing you should do is find the point of conversion.

This seems like we're missing an important step - the tactics, but for now trust me.

What is the point of conversion? Is it a sale? Is it a new user?

Maybe you know you have won or "converted" a website visitor if they download a free eBook or click a video to watch it.

Once you identify this "point of conversion," we can work backwards.
So let's do just that with Johnny P. and our neckties.

Final Step: In this case it's fairly obvious - the conversion is a sale. Someone puts a tie in their shopping cart and checks out. Simple enough.

One Step Back: Walking back from there we have to get someone to the point where they're checking out the selection of ties.
Two Steps Back: Back up more and we're at the point where they're learning who we are.
That's a fairly straight-forward conversion funnel, and working backwards was relatively easy.

As our marketing funnel grows and branches, the level of complexity of our marketing effort will increase. There will be more supporting work that doesn't contribute to the end result later on down the road. But in the very beginning, we're going to be like a mosquito - built to score and nothing else.

Now that we've identified the point of conversion, we know we have to:
Get people to know who we are - get them to the point where they can check out our stuff,

Make it easy to buy at that point.

It doesn't get any simpler than that, but our chosen channel, Instagram, does provide a couple of wrinkles.