tab’s digital marketinginfo.tabboards.com/marketing/member acquisition call 5-19-17.pdf ·...
TRANSCRIPT
TAB’s Digital MarketingHow You Can Help and How It Can Help You
What I’m Working On
Digital Advertising
White Papers
Landing Pages
LinkedIn Ads
Display
Sponsored Content
Text Ad
Advertising
White Papers In Production
Business Leadership
Effective Hiring
Employee Motivation
Referral Marketing
Hiring a Business Coach
Setting KPIs for Business Success
Finalized
How Business Owners Manage Their Time
Building a Strong Company Culture
Financing Strategies for Small Business Owners
Tapping Into the Potential of Social Media
Landing Pages
http://www.thealternativeboard.com/fbm-time-management
http://www.thealternativeboard.com/fbf-time-management
http://www.thealternativeboard.com/wp-company-culture
http://www.thealternativeboard.com/wp-social-media
http://www.thealternativeboard.com/membership-inquiry
LinkedIn Advertising
Local Digital Marketing
At this year’s conference, we will be teaching a course on how you can use
local digital marketing:
Google AdWords
Search Engine Marketing
Social Media advertising, etc.
I’ll be working with Kara Egizi to create a coaching course on these topics as
well.
In the mean time…
Don’t Worry About What Competitors
are Doing
Vistage, ActionCOACH and CEO Focus have very large budgets. Ours is a
fraction of what they have.
We’ve run similar ads to what Vistage has done on LinkedIn, and the cost per
lead is prohibitive.
It may look like they’re doing more, but it’s probably because you’re in this
space, you notice it more. Couple of examples…
I’m Getting Married in a Week…
Wedding companies, vendors, photos, etc.
Some is targeted advertising (the companies are focusing on engaged women)
A lot of it is because my focus on the planning has made it seem like wedding-
related companies are everywhere.
One more example…
A New Car…
While I’m not looking for a new car just yet, I already know what I want when
it is time.
Once I decided what I wanted, I started seeing them EVERYWHERE. Are there
really more of them out there? Probably not. I’m just attuned to it because
it’s the kind of vehicle I like.
So how do we compete?
Grassroots Marketing
Respond to PR requests
If you’re not on the list, let me know so I can add you ([email protected]).
This is for TBOs who’ve been in business at least a year (can be distracting if
you’re just starting out).
We get 3xs the PR mentions/pickups than our competitors.
Post/share more TAB content
Many of our posts are original content: blogs, white papers, webinars, etc.
A lot of posts that are from another site will mention TAB
Most of our original content has a lead-capture form to access it… which we then
send to YOU when it gets filled out.
How does posting/sharing help you? Glad you asked…
Exponential Power of Connections In Kara’s training, she recommends each TBO spend 1 hour connecting every
day. What can those connections do for you? Let’s take a look.
Now let’s look at this globally.
Global Reach
If we use the same formula, with the same assumptions, this is the potential
reach (1st degree connections only):
This is how we can own LinkedIn!
Brand Amplifier Award
In TAB Notes, we track TAB’s Brand Amplifiers
1 point for liking a post
2 points for commenting on a post
3 points for sharing a post
Award will be given at 2017 conference
LinkedIn and Facebook are a megaphone for word-of-
mouth/grassroots marketing
You’re either a brand attractor or a brand detractor
We may never beat our competitors in ad budget, but we
can definitely beat them in amplifying our message
How Does This Help You?
Thought Leadership
Posting regularly helps position you as a resource for shared business wisdom
Daily posting is seen by about 75% of your audience
The 70% who didn’t originally connect to you may consider it if they see you posting helpful content regularly
Brand Awareness
Helps expose prospects to our name/content
Positions TAB as an expert in our field
Lead Generation
Most content connected to a lead-capture landing page
Prospects provide info to gain access to content
Those prospects come to us as leads, we determine which territory they’re in orclosest to and send them to the appropriate TBO
We do provide helpful attachments for reaching out to the prospect
If you do get these leads, keep us posted on how far in the sales process they makeit! This helps us keep track of how are marketing efforts are working.
LinkedIn Training/Advanced Training
If you haven’t done training with Kara, definitely get signed up! We’ve seen
great results.
From her program 1 hour on LinkedIn = 1 meeting
To sign up, email [email protected]
Spacing is limited in the coming months…
Strike while the iron is hot—this program won’t work forever
Jodie doing advanced LinkedIn training at conference
To participate, you must have taken Kara’s course and have at least 1,000
connections
She’ll cover how to become a thought leader on LinkedIn
More Ways to Participate BOSS Webinars
Monthly webinars for Members, TBOs, prospects
Great publicity for Members
Regularly generate new prospects every month
Typically have 100-400 registrants, with a 33% attendance rate
Need speakers on these topics:
Productivity
Technology
Sales
Money
Planning
Tips from the Top
We ALWAYS need more tips!
If you hear something helpful in a Board meeting, send it [email protected]!
Posted on social media as a graphic, which is more publicity for Members
