inbound marketing according to the strategy of the sherpa
DESCRIPTION
Welcome to “Inbound Marketing according to the strategy of the Sherpa”, this new way of Marketing emphasizes the searching of the volunteer request of your clients to call you instead of harassing them. Gabriel Szapiro, General Manager of SAPHIR, agency specialized in e-communication and web marketing, reveals 6 compulsory steps to transform your Suspect into Ambassador. To contact Gabriel Szapiro : [email protected] www.blue-blog.frTRANSCRIPT
Welcome to
INBOUND MARKETINGaccording to the strategy of the sherpa:
a new mindset.
© G.SZAPIRO
Thenecessary end of media HARASSMENT.
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Self-interested users Club
Appointments made under
pressure
Intrusive emailings
Repeated participation in
low ROI trade shows
UndesiredDirect
Marketing
Call-centers that make
repetitive and needless calls
Press releases with
random impact
OutboundMarketing
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Join the struggle
against the dictatorship of the need-oriented communication and “me too” strategy.
The time has come for
INBOUND MARKETING according to the strategy of the sherpa
Definition of INBOUND MARKETING
according to the strategy of the sherpa
Let clients come to youinstead of searching for them…
by focusing on the desire before the need.
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CICERO“If you want to convince me, you have to think my thoughts, feel my feelings and speak with my words.”
Strategy of the sherpa: 6 staps to transform your suspect
into ambassador
ALLOWATTRACT SEDUCE CONVERT CONCLUDE FOLLOW
Suspect
Curious
VisitorProspect
Lead
Client
Ambassador
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ATTRACTEditorial strategy
• Infographics• Photos / arts• Movies• Ebooks• Handy Guide• Social media• SEO / SEM• Blogs• Advergame• Affiliation
Suspect
Curious
MARIA CALLAS“It is better to be a good popular singer than a bad opera singer”
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BLOG PIERRE AUDOUIN CONSULTANTS
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EMAILING - REAL ESTATE GUIDENEXITY
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SEDUCEUnexpected actions
• Chat• Formation• Advergame• Bargain deal• Web TV• Social media• Topic “Surprise me”
on the websiteCurious
Visitor
KARL LAGERFELD“Diet is the only game where we win when we lose.”
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Inspire seduction
Be unpredictable
Create intrigue
Practice humor
Values of Desire
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TOPIC “SURPRISE ME”BLOG SAPHIR
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CONVERT Conversion strategy
Prospect
Visitor
• Bait strategy• Landing pages• Opinions / comments• Call-to-action• Interactive Point-on-Sale• White papers• Newsletters• Community management
JEFF BEZOS“If you build a great experience, customers tell each other about that. Word of mouth is very powerful.”
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B2C – LEAD GENERATIONLAUNCH OF “TEL AVIV LIVE” BOOK
- 2 -Landing
page
- 3 -Page web
confirmation
- 4 -emailing
confirmation
- 1 -Emailing
+ bait
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B2B – LANDING PAGE + WHITE PAPERBUREAU VERITAS
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Prospect
Lead
ALLOWPermission and Desire Marketing
• Evangelization via webinars
• E-CRM• Social media• Privative events• Action towards
Influencers• Breakfast meetings• Videos on website
SETH GODIN“send messages only to those who allow you to.”
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EMAILING INVITATION TO A WEBINARSAPHIR
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SOCIAL MEDIA STRATEGYLA VILLA MAILLOT
CONTENT PROPOSITION
TO GAIN THE LOYALTY
Cocktail recipes: a content easily created and wanted by the target.
“Robin’s cocktails”Concept: Every 15 days, the barman Robin Boiteux reveals the secrets of one of his cocktails
By means of a photo illustrating the cocktail and with a text explaining how to create it, the recipe is published on the Facebook page.
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Lead
Client
CONCLUDELead Nurturing
• Marketing Automation• Permission Data Bases• Actions towards influent
targets• Public relation• Press release• Leads scoring• Emailings saga
THOMAS JEFFERSON: “There is no need to be the best in what you do. You had better to do what others don’t.»
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EMAILINGS SAGAHÔTELS CIRCUITS FRANCE
E-mail n°1
E-mail n°2
E-mail n°3
E-mail n°4
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OPTIMIZATION OF LEAD MANAGEMENT PROCESS
Target Marketing Automation CRM
Improvement of Lead
Management Process
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FOLLOWOptimization of lead management process• E-CRM• “Privilege” actions• “Early Adopters”
strategy• Public relation• Cocooning strategy• Client Ego Promotion• Offer of membership to
a virtual or real Club• Social media community• Viral videos
Ambassador
Client
STEVE JOBS“Your customers’ dream is to have a better and happier life […] Get their lives more fulfilling.”
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SOCIAL MEDIA COMMUNITY
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“EARLY ADOPTERS” STRATEGYHEXIS
Muscat de Frontignan
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Now the offer creates the need… and not the contrary.
Gabriel Szapiro
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Gabriel SZAPIROGeneral Manager
THANK YOU FOR YOUR ATTENTION
Agence SAPHIR Groupe REVOLUTION 95 avenue Bertie Albrecht75008 PARIS
Direct line: +33 (0)1 49 29 53 16Standard: +33 (0)1 79 97 55 09
Mail: [email protected]: www.bleusaphir.comBlog: www.blue-blog.fr
Revolution 9: www.revolution9.fr
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GROUPE
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