In the 50’s…the Donald Drapers of Advertising set out to plant ideas in an attempt to develop visual brand perception and recognition through frequency.
TV ads
Billboards
News Papers
As a result, marketing was elevated to a perception- name/brand recognition- quality/credibility.
Some items became one and same as the brand itself: Bandaid, Kleenex, Cheerios
By the 90’s we were tired of paid actors, TV ads and “Ginzu knife commericals telling us to “wait there’s more!”
We threw away the postcards, the flyers and the brochures
The area of digital communication was upon us. We now had a new tool called, email.
Email did away with postcards, flyers and snail mail.
But like all good ideas, given enough time/popularity, these things became rancid. (Marketers ruin everything)
By 2010, instead of getting excited about “new mail”, we look for reasons to delete.
Fast forward 5 years, and we have now entered the age of digital intelligence where businesses are expected to be… READ SLIDE.
Today’s buyers are on a new journey, and that is why you are here today.
The days of relying solely on…
Trade shows,
Cold calls and
direct mail are over.
THE BUYER NO LONGER RELIES ON THE SALES PERSON TO MAKE A BUYING DECISION.
Buyers tune out traditional marketing.
Your clients screen telemarketing calls,
delete emails and
questions claims of improvement.
Brave individuals who choose to ignore what they are told and take the red pill are discovering that prospective buyers have already done their homework before they ever decide to pick up the phone and have a first-time conversation with you.
We live in a world where buyers can educate ourselves before engaging with the sales team.
THERE IS A SHIFT THAT IS TAKING PLACE.
Today's buyer will have...
Shopped the Internet for competitive pricing
Has been on 3-5 sites ; They've read 2-3 peer evaluations of you;
Read your LinkedIn and looked at a picture of you
Idea of what they believe pricing should be
They know more about you; What your competitors offer than you know about them…when they make contact for the 1st time.
The Customer has Qualified YOU
Before there was ShoreTel, there was Nortel. How many of us started off selling NorTel?
Many of you grew your business to peak numbers between 2000-2008.
You experienced Success.
The Marketing of 2000-2008 involved a lot of push/email marketing with “pray and spray” techniques that actually worked.
Ginger
How many times have you made a purchase when you did not set out to buy?
It happens all the time. We are buyers. We are looking for the next/best solution to fix a problem or make our jobs more efficient. Your customers are the same.
What you do looks like “marketing”—Google
What do you do when your thinking about buying a car? Buying a new piece of technology? Making an updagrade?
There a power shift away from NEEDING the sales person to being able to educate
Ginger:
Top of Funnel - Awareness
Field Intel for Marketing
Create Individual Awareness in Market
Middle of Funnel – Consideration
Positive Company and Individual Reputation
Viewed as Customer Focused in Market
Active in Helping Marketing Tell Story
Bottom of Funnel – Decision
Customer Need Focused
Articulate Value Proposition
Patience to Close
Get found?
Be pretty?
May be in a certain vertical—may want to educate OR you may want to drive demand
We all believe in science, right? And… we marketing was more scientific.
“Laws of Attraction” is a catch phrase used when discussing the perceived nature of bodies that have a tendency to attract
The laws of attraction evolved from the laws of affinity
1st Law of Affinity states: “likes tend toward likes”, e.g. earth attracts other earth; water attracts water—”Like attracts Like”
To find buyers when they are looking… you must be attractive.
5 Laws of Attraction for doing 3 things:
Finding buyers
Attracting buyers
And Converting visitors to leads
5 Steps for Attracting “Shoppers” to You
Be Attractive: Implement marketing tactics to “pull” shoppers/strangers to your brand.
Define Customer Persona (360° view of your client)
List Customer Pain Points—“Be like or relate to them”
Establish Key Differentiators
Define Ideal Client Target(s)
Be Found:
Determine which keywords your customers use to find you.
What triggers are going to convert a “visitor” to a lead?
When they find you, what do you have to offer? (CTA)
How do you capture their credentials?
Be Generous:
Share your knowledge to help shoppers make good buying decisions.
Provide loads of thought leadership to help buyers make “good-fit” decisions:
Buyer’s Guides
Analyst Reports,
eBook, Reports or White Paper Downloads
Checklists
Blogs on topics that address “customer pain”
Be Social:
Talk to others.
Talk to the “Customer Persona” you create
Plan ahead with a weekly “Social Engagement Calendar”
Choose at least 2 Social Media Sites and own them
Deliver (pop-corn sized) conversations around best practices
Be Visible:
Be seen and known.
Visibility Audit: Conduct an audit to determine where your top 2-vertical clients attend shows, read information and look for answers
Build an Event Calendar. If you don’t plan it, it won’t happen.
the fundamental principles of Formula One aerodynamics still apply: to create the maximum amount of downforce for the minimal amount of drag.
Tight, slow circuits like Monaco require very aggressive wing profiles - you will see that cars run two separate 'blades' of 'elements' on the rear wings (two is the maximum permitted).
In contrast, high-speed circuits like Monza see the cars stripped of as much wing as possible, to reduce drag and increase speed on the long straights.
Be attractive
Be generous
Be available/ Be found
Align Internally (sales and marketing)
Be top of mind
Measure, Test, Repeat
BE attractive to who??
the fundamental principles of Formula One aerodynamics still apply: to create the maximum amount of downforce for the minimal amount of drag.
Tight, slow circuits like Monaco require very aggressive wing profiles - you will see that cars run two separate 'blades' of 'elements' on the rear wings (two is the maximum permitted).
In contrast, high-speed circuits like Monza see the cars stripped of as much wing as possible, to reduce drag and increase speed on the long straights.
Be attractive
Be generous
Be available/ Be found
Align Internally (sales and marketing)
Be top of mind
Measure, Test, Repeat
All that means is “get ranked on Google”
Plan it (Demo the 8-week event planner + content calendar)
Do it right- What do you want to get out of it? why are you doing it? What results are you targeting?
Measure- Online web hits, social visibility, lead tracking
How do I measure it.—MQL….USE Big Sky No Limits Metrics.
It’s huge it vast its big… and here are the two places you can go.
The question is how– don’t worry about that… we have taken care of that with BSNL. Repetition– must get in the habit.
Share it (use social tools to push out good news, events, keep the top 25 in the know)
REWIND…
the fundamental principles of Formula One aerodynamics still apply: to create the maximum amount of downforce for the minimal amount of drag.
Tight, slow circuits like Monaco require very aggressive wing profiles - you will see that cars run two separate 'blades' of 'elements' on the rear wings (two is the maximum permitted).
In contrast, high-speed circuits like Monza see the cars stripped of as much wing as possible, to reduce drag and increase speed on the long straights.
Be attractive
Be generous
Be available/ Be found
Align Internally (sales and marketing)
Be top of mind
Measure, Test, Repeat
Use the 3E filter
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Facebook may not be good for your business
Leads do not result because you have a collection of social media sites.
A social media strategy is not important. How use social media to push out great content/connect with your community/and educate is what matters most.
Take a deep breath and suspend those social media sites you do not use.
CEO sociability increased from 36% to 66% in a two-year time frame.
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Which ones are best for business and why? Which ones does DGI have? LinkedIn (they have the summary but they don’t have any postings) I did not find Facebook, YouTube or G+
Walk through NCA and grade.
Ginger: Clearly define each item.
