what comes after content marketing
TRANSCRIPT
WHAT COMES AFTER CONTENT MARKETING
Prospec(ng With $
SLIDESHARE (JANUARY 2015)
buii(me.com
Cold calling…
…blast emailing
And even old fashioned entertaining!...
Cartoon, or image of someone at dinner.
Yes, people s(ll do this.
…has given way to a more complex (and jumbled) web of Marke(ng Technology...
Email Marke(ng
Aggrega(on
CRM
Ads
ChaVng
SEO ChaVng
Data Lists
Collabora(ng
Landing Pages
Customer Surveys
Loyalty
Cloud
Referrals
Blogging
Loyalty Social Media
Analy(cs
ETC...
Adding in the provider names would make for a seemingly endless
number of Marke(ngTech configura(ons.
PR
Mobile Games
Webinars
Content Development
Automa(on
…where RELEVANT Content delivery is front and center.
Reserved For Content
The CMO…
…or CMT
That’s Chief Marke(ng Technologist, if you
have one.
…or if you’re a small business owner…
YOU
…is faced with the daun(ng task of 1. researching (sor(ng through many providers)
2. acquiring (nego(a(ng with many providers)
3. staffing for (avoiding the weak link) 4. deploying (geVng everything to work together)
5. and op(mizing this
… into some semblance of this…
Marke(ngTech Tool 1
Marke(ngTech Tool 2
Marke(ngTech Tool 3
Marke(ngTech Tool 4
Marke(ngTech Tool …
Content Circles are great for showing how harmonious things can
be, if only they were!
Email&Marke+ng&
Aggrega+on&
CRM&
Ads&
Cha5ng&
SEO&Cha5ng&
Data&Lists&
Collabora+ng&
Landing&Pages&
Customer&Surveys&
Loyalty&
Cloud&
Referrals&
Blogging&
Loyalty&Social&Media&
Analy+cs&
ETC...&
PR&
Mobile& Games&
Webinars&
Content&Development&
Automa+on&
…to Deliver this…
PROSPECT
…to him.
CONTENT
Overwhelming, isn’t it?
OK, Let’s Start From The Beginning!
The Main Goal of Crea(ng and Delivering Content,
by whatever means, … Old School
New School
Content
Marke(ngTech Tool 1
Marke(ngTech Tool 2
Marke(ngTech Tool 3
Marke(ngTech Tool 4
Marke(ngTech Tool …
… is to engage a prospect in a MEANINGFUL DISCUSSION about your product/service offering, whether it’s…
There are other reasons to deliver content; building brand awareness, SEO, engagement, reduce acquisi(on
cost, …
On-‐line
In-‐Person
On the phone…
At an event
…which hopefully leads to a
SALE!
…but none of that maiers unless you sell something! That’s why “driving
sales” is the top reason for developing content!
But it seems these days with the abundance of Marke(ngTech to choose from, there is a lot of jumping through …
Or burning through….
…to see what works!
SO WHAT’S NEXT?
TRY
Dollars!
This is where it gets a liHle wordy.
What?
Every (me a prospect meets with a salesperson, the prospect could have done something else with their (me.
In Econ 101, that’s referred to as an
OPPORTUNITY COST.
What’s the poten(al opportunity cost for a prospect?
Find out, ask them, research it.
Foregone mee(ng with a client. Lost sale.
Personal (me lost.
Less billable hours.
THEN OFFSET IT, and BUY THEIR TIME!
What beier way to meet with a prospect than to Value Their Time!
Don’t take it the wrong way!
Content has it’s place.
But the simple fact is in a compe((ve market, where everyone is inves(ng in, crea(ng and delivering quality Content,
Content is not hard to find.
So how do $ make their way into today’s Marke(ngTech web?
$
$
$
$
$
For a business with an established Marke(ngTech program, $ can be part of it.
Marke(ngTech Tool 1
$ Paid To A Prospect
Marke(ngTech Tool 3
Marke(ngTech Tool 4
Marke(ngTech Tool …
Content Prospect Engagement -‐ Mee(ng -‐ Call -‐ Webinar -‐ Conference aiendance -‐ Etc
Prospect Engagement
Or $ can start it.
A streamlined way to prospect, where you know your
marke(ng spend. Simple, and effec(ve for a small business! The content delivered is your solu(on. Think about it!
CRM $ Paid To A
Prospect
Or $ can redefine it!
Content
Prospect Engagement
Marke(ngTech Tool 1
Marke(ngTech Tool 2
Marke(ngTech Tool 3
Marke(ngTech Tool 4
Marke(ngTech Tool …
Hey! It’s no longer about prospec(ng for mee(ngs via
Content. It’s about Branding, Adver(sing,
Promo(ng…
Go Direct.
$ Paid To A
Prospect
So it’s not a
match,
but a “What comes next one?”
$ Content vs.
And given that $
-‐ can be directly valued (unlike Content) -‐ can dis(ntermediate the main purpose of Content
-‐ and is a lot easier to figure out…
What’s the “true cost of content”, and how does that translate into a Meaningful discussion with a prospect, and then into a sale? I bet you have to es(mate, or give
a range for this value.
If they had to choose, would a client take your content, or the $
you paid to develop and distribute the content? When it’s mee(ng (me, the truth is, they want to know about your solu(on, not a value add piece! Skip the content, and pay the
prospect. WIN – WIN!
No expensive web of Marke(ngTech to figure out, in hopes to making it
work. $ Work!!!!
…we believe $ will find a seat close to Content, near the front row.
Reserved For Content $
* BuiiTime is a registered trademark of BuiiTime LLC
“The key is in not spending (me, but in inves(ng it." -‐ Stephen R. Covey
“Time is the coin of your life... Be careful lest you let other people spend it for you.” -‐ Carl Sandburg
"Time is really the only capital that any human being has, and the only thing he can’t afford to lose.” -‐ Thomas Edison
BuiiTime (Buy + Time) – Where (me really is $
A few of our favorite quotes
“Remember, (me is money.” -‐ Benjamin Franklin