3. HOUSEKEEPING
• Varied Group atVarious Stages of Marketing
• Feel Free to Ask Questions via Online Pane as Desired
• This Initial WebinarTouches on aVariety of Elements that
WorkTogether as a Baseline in Effective Marketing
• Due to it’s Nature - Non Linear Pattern to this Webinar
• Goal is to achieve a high level understanding of Concepts and
Open a Path to Self Evaluation and Next Steps Planning
5. WHAT IS MARKETING?
• The action or business of promoting
and selling products or services
(Merriam-Webster)
• Marketing is the activity, and processes for creating,
communicating, delivering and exchanging offerings that
have a value for customers, clients, partners, and society at
large (AMA)
• Marketing is the process of communicating the value of a
product or service to customers, for selling that product or
service (Wikipedia)
7. WHY MARKETYOUR BUSINESS
Increase Sales
Increase
Awareness
Build Trust
Gain
Intelligence /
Metrics
Moral
Visual / Memorable
Market Share
Build Brand
Discover What
Works
8. WHAT DOYOU NEED
The right resources
Money (or time)
Competitive and
Buyer Intelligence
A well thought out and
actionable plan
9. That’s how the “pros” look at it
“Only for the “Big Boys””
“Complicated”
“Don’t Know Where to Start”
“Doesn’t Work”
“Can’t afford it”
“Don’t Understand It”
Marketing = $$$MOST…
10. THE FACT… It DOES
But like anything in business…
Nothing is Guaranteed
Needs the right mix of
talent, value and
management
Needs to appeal to the
right audience
Needs goals to be quantified
16. INTELLIGENT RISK TAKING Marketing
Per Initiative / Campaign
Return on Marketing Investment
Marketing
Spend ($)
Gross
Profit
(%)
Incremental
Revenue &
Value
Attributable
from
Marketing
($)
Short Term ROMI Example
* -
Marketing
Spend ($)/
17. SIMPLE EXAMPLE
$50,000
in PPC
$500,000
Revenue /
Value Tied
to PPC
Marketing
=2
$150,000 in
GP based on
30% Margin
* -
$50,000
in PPC /
For Ever $1 spent in PPC the
Company Bottom Line receives $2
18. SUCCESS = TRACKING & QUANTIFYING
Good News : Attribution Modeling Works
Bad News : Attribution Modeling Takes Work
Old News : If Something is Worth
Doing, It’s Worth Doing Right
21. TOP OF THE FUNNEL
!
Attract visitors to your site
through blogging, Google searches,
social media, etc.
!
Offer valuable content such as
whitepapers, ebooks, checklists, etc.
in exchange for their contact info.
!
Use creative call-to action graphics
that link landing pages to increase
conversions.
BOTTOM OF THE FUNNEL
!
Offer to leads as part of your lead nurturing
sequence of emails, middle of the funnel landing pages
and by direct outreach from your sales team.
!
This content is more a direct approach aimed at
qualified leads - and can include free consultations and
assessments, special discounts or promotions,
live demonstrations, free trials, etc.
MIDDLE OF THE FUNNEL
!
Offer to leads who have already downloaded
your top of the funnel content to move
them closer to becoming a customer.
!
This content centers around why they
should choose you - and can include case
studies, testimonials, webinars, live demos,
free trials, etc.
25. What is your company’s
mission?
What are the benefits &
features of your products /
services?
What do your customers & prospects already
think of your company?
What qualities do you want them to associate with
your company?
