simple steps to great marke0ng - social advisors · simple steps to great marke0ng 1 introduction...
TRANSCRIPT
SimpleStepstoGreatMarke0ng
1 INTRODUCTION TO INBOUND MARKETING
2 UNDERSTAND YOUR BUYER(S)
3 YOUR KEY DIFFERENTIATOR(S)
4 HOW INBOUND MARKETING WORKS
5 INTRODUCTION TO SOCIAL ADVISORS
CONTENTS:
The promotion of a company through
blogs, podcasts, video, eBooks,
newsletters, whitepapers, SEO,
physical products, social media
marketing, and other forms of content
marketing which serve to attract
customers through the different stages
of the purchase funnel.
1 WHAT IS INBOUND MARKETING?
Inbound marketing in a nutshell:
Market with a magnet,
not a sledgehammer.
INBOUND IS AN APPROACH TO MARKETING THAT REACHES TODAY’S CONSUMER.
Understand what content pulls your buyers through the sales funnel.
Get found by qualified leads online with content (website pages, blog articles, social messages) optimized for search and social media.
Inbound marketing is a philosophy
based on the fact that consumers
buy differently today than they did 15
or more years ago.
WHY INBOUND MARKETING WORKS.
PRE-INTERNET. • Buyer: Relatively
uninformed.
• Buyer Journey: Linear.
• Marketing Playbook:
Interrupt (cold calls and
advertising).
THINK ABOUT IT.
TODAY. • Buyer: Well-informed.
• Buyer Journey: Fluid and
random. Starts social and
search.
• Marketing Playbook:
Thought leadership through
content creation.
By aligning the content you publish
with your customer’s interests, you
can earn permission to market to
prospects that you can convert into
leads, close into customers, and
delight to the point they come
promoters of your brand.
PERMISSION BASED MARKETING IS REPLACING INTERRUPTION BASED MARKETING.
You create targeted content that
answers your customer's basic
questions and needs, and you share
that content far and wide to find your
next clients, customers or members.
CONTENT CREATION.
• Building trust, not skepticism
among your prospects.
• Being loved, not ignored by your
customers.
• Outsmarting, not outspending
your competitors.
IN SUMMARY, INBOUND MARKETING IS ABOUT ...
Why it is important to identify your buyer(s)?
• To better understand your customers’ needs and your value to them.
• To build sales and marketing strategies.
• Define the direction/evolution of your business.
• Better understanding leads to better performance.
2 WHO IS YOUR BUYER.
• Personal demographics
• Education
• Industry
• Company Size
• Position
• How is their performance judged
UNDERSTAND YOUR BUYER(S)
• Hobbies
• Personal Interests
• Social life/associations/
organizations
• Purchasing decisions
• No budget
• Too old or too young
• Live too far away
• Cost too much to acquire
• Unlikely to buy more than once
UNDERSTAND WHO YOUR BUYER IS NOT!
We all work in a competitive
environment. What is a characteristic of
your business that sets you apart from
your competitors?
3 KNOW YOUR KEY DIFFERENTIATORS.
1 Is it true?
For professional services, outline customer expectation. No hidden fees,
no surprises.
2 Can you prove it?
Survey your customers/clients/members. Understand why they work with
you.
3 Is it relevant?
Understand your audience and specialize
KEY DIFFERENTIATORS MUST HAVE 3 CHARACTERISTICS.
• Specialize in an industry or type
• Develop visible experts
• Dominate your market with an
impressive client list
• Focus on a notable accomplishment
IDENTIFYING YOUR KEY DIFFERENTIATORS.
• Offer a high-end solution
• Location matters
• Technical advantage
• Efficiency leads to superior pricing
• Look and act differently
Blog Social Media
SEO
Calls-to-Action Landing Pages
Forms
Email Personalization Sales Indicators
Social Media Smart-Tagging
Attract Convert Close Delight
Strangers Visitors Leads Members Promoters
4 THE METHODOLOGY. HOW INBOUND WORKS.
Tools to attract strangers to your
site include:
• Social Media – Targeted Lead
Generation
• Search – Organic & Paid
• Retargeted Advertising
• Display Advertising
STEP 1: ATTRACT STRANGERS AND TURN THEM INTO VISITORS.
Attract
Strangers Visitors
Blog Social Media
SEO
• Google My Business for local
listings
• Paid – Google Adwords
• Display – Google Network
• Organic SEO
SEARCH: ATTRACT STRANGERS AND TURN THEM INTO VISITORS.
Attract
Strangers Visitors
Blog Social Media
SEO
LOCAL SEARCH: CLAIM YOUR LISTINGS.
Attract
Strangers Visitors
Blog Social Media
SEO
• Where are you located
• Where do you sell
• What do you sell, describe in
detail
• Who do you sell to
• Google.com/adwords
SEARCH: DEVELOP YOUR KEYWORD STRATEGY FOR PAID AND ORGANIC LISTINGS.
Attract
Strangers Visitors
Blog Social Media
SEO
• Consistent relevant content
updates
• Great social media presence
• Accurate directory listings
• Google My Business listing
• Links from other websites
• Relevancy is imperative
SEARCH: RULE ORGANIC SEO.
Attract
Strangers Visitors
Blog Social Media
SEO
• Target Facebook Advertising for
Lead Generation
• Participate in groups that fit your
target audience
• Provide content that will matter
to your target buyers
• Deliver them to your website or
storefront
SOCIAL: ATTRACT STRANGERS AND TURN THEM INTO VISITORS.
Attract
Strangers Visitors
Blog Social Media
SEO
SOCIAL: FACEBOOK & LINKEDIN TARGETING.
Attract
Strangers Visitors
Blog Social Media
SEO
RETARGETING: CONTINUE TO INFLUENCE PREVIOUS WEBSITE VISITORS.
Attract
Strangers Visitors
Blog Social Media
SEO
DISPLAY: PLACE YOUR ADS ON RELEVANT WEBSITES.
Attract
Strangers Visitors
Blog Social Media
SEO
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
STEP 2: CONVERT WEBSITE VISITORS INTO LEADS.
Blog Social Media
SEO
Calls-to-Action Landing Pages
Forms
Email Personalization Sales Indicators
Social Media Smart-Calls-to-
Action Email
Tools to convert visitors into leads
include:
• Relevant Compelling Content
• Calls-to-Action
• Landing Pages
• Lead Forms
STEP 2: CONVERT WEBSITE VISITORS INTO LEADS.
Convert
Visitors Leads
Calls-to-Action Landing Pages
Forms
• Video
• Ebooks
• Coupons
• Infographics
• Tutorials
• Relevant blog
posts
WHAT CONTENT MATTERS TO YOUR CUSTOMERS?
Convert
Visitors Leads
Calls-to-Action Landing Pages
Forms
• Product reviews
• Polls/Surveys
• Case Studies
• Guest posts
• User Generated
Content
ENTICE YOUR VISITORS TO CLAIM AN OFFER WITH CALLS-TO-ACTION.
In order for visitors to become
leads, they must fill out a form and
submit their contact information.
Goal: Continually build the email
database.
USE FORMS TO GET THE INFORMATION YOU NEED ABOUT YOUR PROSPECTS.
Attract Convert Close Delight
Strangers Visitors Leads Members Promoters
STEP 3: CLOSE LEADS INTO CUSTOMERS THROUGH LEAD NURTURING.
Blog Social Media
SEO
Calls-to-Action Landing Pages
Forms
Email Personalization Sales Indicators
Social Media Smart-Calls-to-
Action Email
Tools to close leads into customers
include:
• Email Marketing Automation
• Lead Scoring through CRM
STEP 3: CLOSE LEADS INTO CUSTOMERS THROUGH LEAD NURTURING.
Close
Leads Members
Email Personalization Sales Indicators
Consistent email demonstrates
which of your prospects are
interacting with your brand and
business. An automated CRM will
track your warmest leads so you
know who to reach out to.
SEND TARGETED EMAILS TO LEADS. EDUCATE, ENTERTAIN AND MAKE AN OFFER.
Pay close attention to:
• Who opens your email(s)
• Who clicks on the links provided
• How many people unsubscribe
TRACKING IS ESSENTIAL.
Attract Convert Close Delight
Strangers Visitors Leads Members Promoters
STEP 4: DELIGHT CUSTOMERS TO TURN THEM INTO PROMOTERS OF YOUR BRAND.
Blog Social Media
SEO
Calls-to-Action Landing Pages
Forms
Email Personalization Sales Indicators
Social Media Smart-Tagging
Tools to delight your customers
include:
• Social Media
• Personalized Outreach
STEP 4: DELIGHT CUSTOMERS TO TURN THEM INTO PROMOTERS OF YOUR BRAND.
Delight
Members Promoters
Social Media Smart-Tagging
RESOURCES.
google.com/adwords – set up paid search account and plan keywords
Spyfu.com – research competitors keyword accounts
Yext.com – review directory listings
Facebook.com/business-ads – Facebook Ad Manager tutorial
Business.linkedin.com/ads – LinkedIn Targeting Tutorial
Infusionsoft.com – CRM
Youtube.com
5 INTRODUCTION TO SOCIAL ADVISORS.
Social Advisors creates highly
effective marketing content for
businesses. Then, we control the
distribution of that content to social
media, email, search and your
website for the purpose of direct
lead development.
OUR SERVICES:
LEAD GENERATION THROUGH:
• SOCIAL MEDIA MANAGEMENT & MARKETING
• CUSTOM CONTENT & AD CREATION
• SEARCH ENGINE MARKETING
• EMAIL MARKETING
• SOCIAL MEDIA COACHING
• CRM ADMINISTRATION
• COMMUNITY ENGAGEMENT
SCHEDULE A FREE SOCIAL MEDIA &
WEBSITE ASSESSMENT.
CONTACT:
Charlie Van Derven
www.social-advisors.com
386.846.5291
THANK YOU.