Simple Steps to Great Marke0ng
CONTENTS: 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
1 WHAT IS INBOUND MARKETING? 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.
Inbound marketing in a nutshell: Market with a magnet, not a sledgehammer.
INBOUND IS AN APPROACH TO MARKETING THAT REACHES TODAY S CONSUMER. Get found by qualified leads online with content (website pages, blog articles, social messages) optimized for search and social media. Understand what content pulls your buyers through the sales funnel.
WHY INBOUND MARKETING WORKS. Inbound marketing is a philosophy based on the fact that consumers buy differently today than they did 15 or more years ago.
THINK ABOUT IT. PRE-INTERNET. Buyer: Relatively uninformed. Buyer Journey: Linear. Marketing Playbook: Interrupt (cold calls and advertising). TODAY. Buyer: Well-informed. Buyer Journey: Fluid and random. Starts social and search. Marketing Playbook: Thought leadership through content creation.
PERMISSION BASED MARKETING IS REPLACING INTERRUPTION BASED MARKETING. 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.
CONTENT CREATION. 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.
IN SUMMARY, INBOUND MARKETING IS ABOUT... Building trust, not skepticism among your prospects. Being loved, not ignored by your customers. Outsmarting, not outspending your competitors.
2 WHO IS YOUR BUYER. 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.
UNDERSTAND YOUR BUYER(S) Personal demographics Education Industry Company Size Position How is their performance judged Hobbies Personal Interests Social life/associations/ organizations Purchasing decisions
UNDERSTAND WHO YOUR BUYER IS NOT! No budget Too old or too young Live too far away Cost too much to acquire Unlikely to buy more than once
3 KNOW YOUR KEY DIFFERENTIATORS. We all work in a competitive environment. What is a characteristic of your business that sets you apart from your competitors?
KEY DIFFERENTIATORS MUST HAVE 3 CHARACTERISTICS. 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
IDENTIFYING YOUR KEY DIFFERENTIATORS. Specialize in an industry or type Develop visible experts Dominate your market with an impressive client list Focus on a notable accomplishment Offer a high-end solution Location matters Technical advantage Efficiency leads to superior pricing Look and act differently
4 THE METHODOLOGY. HOW INBOUND WORKS. Attract Convert Close Delight Strangers Visitors Leads Members Promoters Blog Social Media SEO Calls-to-Action Landing Pages Forms Email Personalization Sales Indicators Social Media Smart-Tagging Email
STEP 1: ATTRACT STRANGERS AND TURN THEM INTO VISITORS. Tools to attract strangers to your site include: Social Media Targeted Lead Generation Search Organic & Paid Retargeted Advertising Display Advertising Strangers Attract Blog Social Media SEO Visitors
SEARCH: ATTRACT STRANGERS AND TURN THEM INTO VISITORS. Google My Business for local listings Paid Google Adwords Display Google Network Organic SEO Strangers Attract Visitors Blog Social Media SEO
LOCAL SEARCH: CLAIM YOUR LISTINGS. Attract Strangers Visitors Blog Social Media SEO
SEARCH: DEVELOP YOUR KEYWORD STRATEGY FOR PAID AND ORGANIC LISTINGS. Where are you located Attract Where do you sell What do you sell, describe in detail Strangers Visitors Who do you sell to Google.com/adwords Blog Social Media SEO
SEARCH: RULE ORGANIC SEO. Consistent relevant content updates Great social media presence Accurate directory listings Google My Business listing Links from other websites Relevancy is imperative Strangers Attract Blog Social Media SEO Visitors
SOCIAL: ATTRACT STRANGERS AND TURN THEM INTO VISITORS. 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 Strangers Attract Blog Social Media SEO Visitors
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
STEP 2: CONVERT WEBSITE VISITORS INTO LEADS. Attract Convert Close Delight Strangers Visitors Leads Customers Promoters Blog Social Media SEO Calls-to-Action Landing Pages Forms Email Personalization Sales Indicators Social Media Smart-Calls-to- Action Email
STEP 2: CONVERT WEBSITE VISITORS INTO LEADS. Tools to convert visitors into leads include: Relevant Compelling Content Calls-to-Action Landing Pages Lead Forms Visitors Convert Calls-to-Action Landing Pages Forms Leads
WHAT CONTENT MATTERS TO YOUR CUSTOMERS? Video Ebooks Product reviews Polls/Surveys Convert Coupons Case Studies Infographics Guest posts Visitors Leads Tutorials User Generated Relevant blog posts Content Calls-to-Action Landing Pages Forms
ENTICE YOUR VISITORS TO CLAIM AN OFFER WITH CALLS-TO-ACTION.
USE FORMS TO GET THE INFORMATION YOU NEED ABOUT YOUR PROSPECTS. In order for visitors to become leads, they must fill out a form and submit their contact information. Goal: Continually build the email database.
STEP 3: CLOSE LEADS INTO CUSTOMERS THROUGH LEAD NURTURING. Attract Convert Close Delight Strangers Visitors Leads Members Promoters Blog Social Media SEO Calls-to-Action Landing Pages Forms Email Personalization Sales Indicators Social Media Smart-Calls-to- Action Email
STEP 3: CLOSE LEADS INTO CUSTOMERS THROUGH LEAD NURTURING. Tools to close leads into customers include: Email Marketing Automation Lead Scoring through CRM Leads Close Members Email Personalization Sales Indicators
SEND TARGETED EMAILS TO LEADS. EDUCATE, ENTERTAIN AND MAKE AN OFFER. 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.
TRACKING IS ESSENTIAL. Pay close attention to: Who opens your email(s) Who clicks on the links provided How many people unsubscribe
STEP 4: DELIGHT CUSTOMERS TO TURN THEM INTO PROMOTERS OF YOUR BRAND. Attract Convert Close Delight Strangers Visitors Leads Members Promoters Blog Social Media SEO Calls-to-Action Landing Pages Forms Email Personalization Sales Indicators Social Media Smart-Tagging Email
STEP 4: DELIGHT CUSTOMERS TO TURN THEM INTO PROMOTERS OF YOUR BRAND. Tools to delight your customers include: Social Media Email Personalized Outreach Members Delight Promoters Social Media Smart-Tagging Email
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 cvanderven@social-advisors.com www.social-advisors.com 386.846.5291 THANK YOU.