avoid the fast food marketing trap - what business can do to create healthy and profitable online...

Presented by:

Marguerite InscoeInbound Marketing Strategist

Avoid the Fast Food Marketing Trap – How to Create Healthy and Profitable Online Marketing

04/13/2023 Copyright © LaunchU LLC 2014 2

Marguerite is the owner of a full service inbound marketing agency, ReLaunchU. Her first career was in workplace learning and performance. Her love of helping people be better at what they do made the transition inbound seamless and enjoyable. Connect with her on LinkedIn and Facebook.

Presenter BioMarguerite Inscoe



• No shopping• No cooking• No cleaning• Low cost• Flashy marketing

Everyone else is doing it!

Fast FoodWhy is it so delicious?



For people it results in:• Difficulty in delaying gratification• Chronic health issues

In business marketing it results in:• The constant need to see quick returns• Lack of strategic planning for marketing• Chasing the next promising tool or product

Fast FoodProduces empty calories.


04/13/2023

Eating the right thing every once in a while doesn’t produce notable results or provide long-term benefits.

Apply healthy marketing practices periodically doesn’t generate revenue quickly, or even at all.

Regularly applied healthy marketing activities has a compound effect over time, creating a competitive advantage in the marketplace.

“

Healthy eating, as well as healthy marketing is only for the committed in daily action and financial investment.”

Copyright © LaunchU LLC 2014 5



Healthy marketing is critical for growth.

If we want to be more…

• For our clients• For our community• For our employees

It means we have to do more…

• To shape our marketing• To grow our business



Focused Target – Shaped for specific types of people (personas) not just demographics.

Valued – People want first hand experience or learn from a trusted 3rd party reference.

Ownership – Intellectual property, established process, and in-sourcing.

Closed-Looped – Performance tracking from suspect to sale, then to retention and up-sell.

Ongoing – Regular, repeatable activity that is monitored and tweaked for improvement.

Builds Equity – Adds to the marketing system and has a compound effect over time.

Online MarketingWhat represents “healthy”



Cost of Client Acquisition (CAC)How to measure efficiency in your marketing and sales. Is it going up or down?

Month of Sales and Marketing Cost Month’s New Customers = CAC

Marketing Percent of CACHow much the cost of marketing contributes to gaining a new client.

Marketing Cost Sales and Marketing Costs = M%-CAC

Ratio of Lifetime Value to CAC (LTV: CAC)Determine the best ratio for adding to the bottom line but also fueling growth.

Lifetime Value (LTV) = (Revenue the customer pays in a period - gross margin) Estimated churn percentage for that customer.

Time to Payback CACHow soon money can be made from a new client. Ideally >12 months for on-going

clients. CAC Month of Margin-Adjusted Revenue = Time to Payback

Marketing MetricsWhat the boss cares about.



Broad Target – Trying to be appealing to everyone and using wide broadcast channels.

Annoying – Brand awareness and top-of-mind is losing impact with consumer-decision making.

Outsourced – …when it could be in-sourced. Is it producing empty calories?

Unaccounted – Performance not tracked in order to assess how well it contributes to sales and retention.

Intermittent – Dictated by the ebb and flow of sales or latest interests in marketing technology.

Shortsighted – Activity that generates “supply” for today, not building for the future.

Online MarketingWhat represents “unhealthy”



• Average of 70 pool installations down to 17 in 2009• Spent $250,000 in marketing to make 4 million• Focused on answering questions via blog• Over 850 pages of content• Most visited in the world• 30% of sales direct from website (placing an order)• Spends $25,000 in marketing to make 4.5 million

River Pools and SpasWelcome to the Most Educational Swimming Pool Blog in the Country!



Consumers want…Self-serve: Anytime, Anyplace, Anything

VALUE = Helping them to be awesome!

VALUED == How awesome you are.

VALUED == How great a sales promotion is.

VALUED == How entertaining you are.

Consumers need…To experience VALUE before they enter the buying stage.

If you don’t make what consumers want available in a self-serve format, it limits their ability to experience your company.”

“



They experience value when your “marketing” helps them…

• Be better at their job• Improve relationships• Educate their kids• Make cost effective choices• With keeping the house organized• Look good in front of friends• Experience progress in a project• Get the job promotion they want• And the list goes on…

Ingredient #1Focus on helping not selling.

Ingredient #2Transparency.

They know you are valuable, now they want to know everything they can about WHAT and HOW you

deliver.

Cost

Typical ResultsWhat is the process?

What do I do?What does it look like?

What does it feel like?



Cooking ProcessLet the ingredients speak for themselves.



Sobiesek Services IncUsing healthier “cooking” processes in marketing.

• A 26-year-old family owned and operated business that has grown to over 300 employees. Offers plumbing, heating & air conditioning solutions across PA, MD, DE, and NJ.

• SEO consultant not performing, too many different platforms, not enough analytical information

• Consolidated systems with Hubspot and focused on website traffic, social media, email marketing, and conversions,

• Resulted in 33% less PPC, 204% increase on closed online customers, 125% increase in online revenue. “I'm not sitting at my desk trying to come up with ideas for people I know nothing about.

I feel like I'm getting to know our customers, and as a marketer, that's exciting information to have!”

-Brittney, Marketing Manager



How Healthy is Your Online Marketing?

None1 pt

Sort of2 pts

Okay3 pts

Killer4 pts

Self-Serve

Helpful

Transparent

Organic

Close-Loop

Automated

Nurturing

Intelligence

In-sourcing

Converting

CRM

Total For Each Column

Total Score

0-10 pts: You have no marketing program!10-20 pts: There is a serious amount of opportunity to improve20-30 pts: It’s time to decide how healthy you really want your marketing to be30-40 pts: Super, you already know what you are doing40+ pts: You teach the next class

16Copyright © LaunchU LLC 2014

ABOUT USEvolve your marketing, evolve your business.

ReLaunchU is a full service inbound marketing agency for B2B companies. We help you obtain quality leads through your website and social media so they are staged successfully for the sales process. Our specialty is in the training and consulting industry.

1. We believe our client’s marketing should be enjoyed and valued by their prospects

2. We believe our services should demonstrate to clients a desirable ROI in a timely manner

3. We believe now is the time for businesses to increase their online “real estate” in order to secure a competitive advantage for years to come

Contact us for an inbound marketing assessment consultation.

757-828-6123

http://ReLaunchUOff.com

17Copyright © LaunchU LLC 2014

ResourcesDownload these anytime from our website.http://ReLaunchUOff.com/resources-for-inbound-marketing-strategies

avoid the fast food marketing trap - what business can do to create healthy and profitable online...

Marketing

cost of marketing

business marketing

marketing metrics

marketing costs

marketing system

marketing technology

healthy marketing activities

healthy marketing practices