E X P L O R I N G W A Y S T O M A X I M I Z E T H E
M A R K E T I N G A S S E T S O F Y O U R C O M P A N Y T O
B U I L D ...
T H I S I S S U P E R C O O L
I T ’ S N O T T H E O N L Y W A Y
I ’ M N O T S A Y I N G I T ’ S R I G H T F O R Y O U
I ’ ...
I N B O U N D v s . O U T B O U N D
R E A C H & R E C Y C L E C O N C E P T
B U I L D I N G Y O U R P L A N
G O A L S
A S ...
Inbound Outbound
Attract Interrupt
Inbound vs. Outbound
It’s like BNI: A Givers Gain Mentality
Inbound Marketing Concept
 It is not a tactic, channel or technology. It’s a way to approach your
marketing to capitalize...
Examples of Inbound Marketing
INBOUND MARKETING
(AKA “free” traffic sources)
News/Media/PR
SEO
Email
Research/White Papers...
Did you
just say
FREE?
 Inbound marketing is not free
 Your time is valuable
 These items take time
 If you’re not tru...
Transition
from Sales
Funnel to
Hour Glass
A cultural sales shift
from hunting to farming.
Build an online bridge to your customers.
Reach & Recycle
Your
Audience
Closed
Business
Facebook
Email
Marketing
Blog &
We...
Don’t just build a bridge, cast a net.
Reach & Recycle
Your
Audience
Closed
Business
WEBSITE
Blog
Email
Marketing
Facebook...
Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan
Poor Goals Examples
 List higher on Google search results
 If you effectively engage in inbound marketing your site will...
Good Goals Examples
 Reaching a different demographic
 Those elusive 30 something’s skirt traditional marketing in many
...
Great Goals Examples
 Provide resources for young couples looking to buy a home
 Those resources may guide them through ...
Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan
Leverage
Your
Marketing
Assets
Anything your company
has that can be utilized
to create reach.
Reach can be:
• Bought
• Bo...
T H E W H O L E T E A M H A S T O B E O N B O A R D O R
I T ’ S A D E A L K I L L E R
CULTURE CHECK
Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan
Market Review
Interests
Income
Gender
Education
Level
Communication
Style
Life Style
Age
Location
Relationship
Who are you...
W H E N T R Y I N G T O R E A C H T O E V E R Y O N E Y O U
E N D U P T O U C H I N G T O N O O N E A T A L L
C O N S I D ...
Potential Clients Competition
 Location
 Primary referral sources
 Marketing Efforts
 Clients
 Strategic Alliances
 ...
Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan
Strategic Plan Components
Message
what
Application
how
Medium
where
Schedule
when
 Then narrow down all of your ideas
 V...
All marketing content is essentially composed to
achieve the same goal:
To get people to read it.
Message
what
Message
what
 Look around you
everywhere you go
 Nurturing your strategic
partnerships
 Looking at what others
like (es...
Message
what
Direct Sales Approach
Examples
 Promotions/Deals
 Price driven decisions
 Commodities
 Commercials
 Time...
Message
what
Indirect Sales
Examples
 Testimonials
 Photo Galleries
 Writing
 Newsletters
 Success Stories
 Surveys
...
Message
what
Thought Leader/Industry Expert
Examples
 Written, Photo & Video
Tutorials
 Authoring
 Guides
 White Paper...
Strategic Plan Components
 Staff
 Equipment
 Client lists
 Processes
 Non-Client
Contacts
 Money/Trade
 Location
Ho...
Application
how
How can you use your assets to build more assets?
Builder vs. Driver
Strategic Plan Components
 Blog (Yours or Others)
 Email Marketing
 Social Media
 Direct Mail
 Print Advertising
 Ne...
Strategic Plan Components
 Daily
 Weekly
 Monthly
 Bi-Monthly
 Quarterly
 Time of year
 Time of month
 Day of the ...
Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan
 Invest in what works
 Unique URLs for each
advertising medium
 Draw conclusions from
web analytics
 Regularly reviewi...
Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan
Focus on what’s working and do more of it!
 Give viewers more of
what they like
 Add more assets to
campaigns and
medium...
Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan
Growing
 Add new mediums as they are built and become
appropriate
 Recycle content throughout additional mediums
 Grow ...
I N B O U N D v s . O U T B O U N D
R E A C H & R E C Y C L E C O N C E P T
B U I L D I N G Y O U R P L A N
G O A L S
A S ...
T H A N K Y O U
Questions?
Alternative advertising
Upcoming SlideShare
Loading in...5
×

Alternative advertising

730

Published on

A presentation discussing the benefits of inbound marketing.

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
730
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • I wanted to talk about this today because I have businesses, fairly successful businesses come to me everyday and say, “I need to be #1 on SEO” and I just want to cry, you don’t get it! #1 on SEO in a competitive market is not a goal it’s a reward for giving people value through your marketing activities.
  • How many people like sitting across the table from a sales person knowing they’re trying to sell to you?That’s how people generally feel when marketed to.They see right through your message.
  • Churches have understood this concept for centuries why don’t businesses?
  • All of these places are where you can share the resources you’ve built, or converse with your followers to share your personality.
  • I’m going to over simplify things to keep this an over view discussion and help you see how anyone can do this on a big or small scale
  • Don’t go to church just because everyone else is, you won’t necessarily go to heaven
  • Don’t go to church just because everyone else is, you won’t necessarily go to heaven
  • I’m going to over simplify things to keep this an over view discussion and help you see how anyone can do this on a big or small scale
  • I’m going to over simplify things to keep this an over view discussion and help you see how anyone can do this on a big or small scale
  • Record these items and use them to generate ideas and must haves
  • I’m going to over simplify things to keep this an over view discussion and help you see how anyone can do this on a big or small scale
  • I’m going to over simplify things to keep this an over view discussion and help you see how anyone can do this on a big or small scale
  • I’m going to over simplify things to keep this an over view discussion and help you see how anyone can do this on a big or small scale
  • I’m going to over simplify things to keep this an over view discussion and help you see how anyone can do this on a big or small scale
  • Alternative advertising

    1. 1. E X P L O R I N G W A Y S T O M A X I M I Z E T H E M A R K E T I N G A S S E T S O F Y O U R C O M P A N Y T O B U I L D M O M E N T U M A N D C L I E N T S . Alternative Advertising
    2. 2. T H I S I S S U P E R C O O L I T ’ S N O T T H E O N L Y W A Y I ’ M N O T S A Y I N G I T ’ S R I G H T F O R Y O U I ’ M J U S T S A Y I N G I T ’ S S U P E R C O O L Disclaimer
    3. 3. I N B O U N D v s . O U T B O U N D R E A C H & R E C Y C L E C O N C E P T B U I L D I N G Y O U R P L A N G O A L S A S S E T S M A R K E T S T R A T E G I C P L A N T R A C K T W E A K G R O W Alternative Advertising
    4. 4. Inbound Outbound Attract Interrupt Inbound vs. Outbound It’s like BNI: A Givers Gain Mentality
    5. 5. Inbound Marketing Concept  It is not a tactic, channel or technology. It’s a way to approach your marketing to capitalize the way consumers make buying decisions today.  Inbound marketers understand that people value personalized, relevant content and connections.  It allows you to attract visitors, convert leads, close customers and delight them into promoting your business to others.
    6. 6. Examples of Inbound Marketing INBOUND MARKETING (AKA “free” traffic sources) News/Media/PR SEO Email Research/White Papers Infographics Social Networking Webinars Forums Online Video Document Sharing Q&A Sites Word of Mouth Blogs + Blogging Direct Traffic Comment Marketing Direct/Referral Links Podcasting Social Bookmarking
    7. 7. Did you just say FREE?  Inbound marketing is not free  Your time is valuable  These items take time  If you’re not truly interested in doing them yourself don’t, you can hire people to do these tasks for you  Although it’s NOT free it can be cost effective
    8. 8. Transition from Sales Funnel to Hour Glass A cultural sales shift from hunting to farming.
    9. 9. Build an online bridge to your customers. Reach & Recycle Your Audience Closed Business Facebook Email Marketing Blog & Website Pinterest Other possible digital components of your marketing bridge: Twitter, LinkedIn, Houzz, Google+, YouTube, Google AdWords
    10. 10. Don’t just build a bridge, cast a net. Reach & Recycle Your Audience Closed Business WEBSITE Blog Email Marketing Facebook Pinterest
    11. 11. Goals Asset Leverage Market Review Strategic Plan Tracking Tweaking Growing Building Your Plan
    12. 12. Poor Goals Examples  List higher on Google search results  If you effectively engage in inbound marketing your site will naturally rank higher, it’s a way to measure success  Increase Facebook fans  Fans will join you because of your actions and conversations, this is an effect of good interactions and can be a measurement tool  Keeping up with the Jones’  It’s easy for potential clients to see if you’re genuinely trying to engage them for their benefit or yours - - -
    13. 13. Good Goals Examples  Reaching a different demographic  Those elusive 30 something’s skirt traditional marketing in many ways with untraditional buying and decisions making trends  Develop current client relationships  Making your current client base into a referral source and also cross selling to those with existing relationships  Increase sales by $x  Keeping your pipeline full by continually interacting with people who are not in your target demographic yet but will be  Expand to a new geographical area  The Internet goes almost everywhere, so can you with a bit of effort and strategic planning + + + +
    14. 14. Great Goals Examples  Provide resources for young couples looking to buy a home  Those resources may guide them through this decision, and you may get a phone call to look at one of the listings  Help business owners make strong marketing decisions  By establishing yourself as an expert those same business owners may turn to you for your marketing services  Educate and inspire followers to decorate home with passion  Inspiration is a true gift and you may get a resounding thank you by increased visitors to you website that may become customers + + +
    15. 15. Goals Asset Leverage Market Review Strategic Plan Tracking Tweaking Growing Building Your Plan
    16. 16. Leverage Your Marketing Assets Anything your company has that can be utilized to create reach. Reach can be: • Bought • Borrowed • Built Client & Non-Client Contacts • Email List • Mailing Address List • Facebook Friends/Fans • Twitter Followers • Blog Followers • Email Subscribers Capital • Services for Trade • Funds to Invest Staff • Sales • Designers • Writers • Delivery Truck Drivers • Interns • Kids Ready Made Marketing Materials • Previously Designed Ads • Testimonials • Portfolio Photos • Ad Specialty Items Sphere of Influence • Strategic Alliances • BNI Chapter • Rotary Group • Neighborhood Association • Church • Gym • Country Club Location • Shared Building Space • Signage • Window/Display Space • Sidewalks Equipment • Printer • Company Cars • CRM • Smart Phones Processes • Checkout • Sales
    17. 17. T H E W H O L E T E A M H A S T O B E O N B O A R D O R I T ’ S A D E A L K I L L E R CULTURE CHECK
    18. 18. Goals Asset Leverage Market Review Strategic Plan Tracking Tweaking Growing Building Your Plan
    19. 19. Market Review Interests Income Gender Education Level Communication Style Life Style Age Location Relationship Who are you speaking to? What value can you create that will help a person at a specific point in their life make a decision to use your service?
    20. 20. W H E N T R Y I N G T O R E A C H T O E V E R Y O N E Y O U E N D U P T O U C H I N G T O N O O N E A T A L L C O N S I D E R C R E A T I N G B U Y E R P E R S O N A S T O H E L P Y O U S E E Y O U R S E L F I N T H E S H O E S O F Y O U R T A R G E T M A R K E T Talk to Someone Special, Not Everyone in General
    21. 21. Potential Clients Competition  Location  Primary referral sources  Marketing Efforts  Clients  Strategic Alliances  Communication preferences  Online reading sources  Organizations  Social media outlets  Digital and traditional media trends  Look for companies experiencing exponential growth for ideas  Practices of those you admire in other communities like ours  Companies outside of your industry effectively communicating with your target market Market Review SBDC offers services to assess your current clients and their media preferences
    22. 22. Goals Asset Leverage Market Review Strategic Plan Tracking Tweaking Growing Building Your Plan
    23. 23. Strategic Plan Components Message what Application how Medium where Schedule when  Then narrow down all of your ideas  Visit your core values as a company, how can you give back and gain as a side effect? DREAM BIG!
    24. 24. All marketing content is essentially composed to achieve the same goal: To get people to read it. Message what
    25. 25. Message what  Look around you everywhere you go  Nurturing your strategic partnerships  Looking at what others like (especially when in an area that caters to your market)  Look for inspiration everywhere, even your competitors  Correct bridge burning problems as quickly as possible Awareness Builds Inspiration You don’t just have to write about what you do. You do have to write about topics of value to your audience.
    26. 26. Message what Direct Sales Approach Examples  Promotions/Deals  Price driven decisions  Commodities  Commercials  Timely  Sales Persons Enforce Arguments  Interrupt  Good for immediate buyers  Noise, not memorable  Not building a relationship  Not building a promoter Communicating With and For Are you promoting or conversing?
    27. 27. Message what Indirect Sales Examples  Testimonials  Photo Galleries  Writing  Newsletters  Success Stories  Surveys Arguments  Giving prospects what they need to judge your company  Listening to your audience in a controlled setting  Could build a promoter if the sales and post sale process is right Communicating With and For
    28. 28. Message what Thought Leader/Industry Expert Examples  Written, Photo & Video Tutorials  Authoring  Guides  White Papers  Books  Trend & Comparison Reports  FAQ’s Arguments  Builds credibility  Memorable  Shares company values  Creates a reason to return  Fosters relationships with future buyers Communicating With and For
    29. 29. Strategic Plan Components  Staff  Equipment  Client lists  Processes  Non-Client Contacts  Money/Trade  Location How the message will be delivered: Use your assets to cost effectively deliver your message. Message what Application how Medium where Schedule when
    30. 30. Application how How can you use your assets to build more assets? Builder vs. Driver
    31. 31. Strategic Plan Components  Blog (Yours or Others)  Email Marketing  Social Media  Direct Mail  Print Advertising  Newsletters (Yours or Others)  Doorknobs Where your message will be most effectively be distributed: Message what Application how Medium where Schedule when
    32. 32. Strategic Plan Components  Daily  Weekly  Monthly  Bi-Monthly  Quarterly  Time of year  Time of month  Day of the week  Time of day When will the message be delivered: Message what Medium where Application how Schedule when
    33. 33. Goals Asset Leverage Market Review Strategic Plan Tracking Tweaking Growing Building Your Plan
    34. 34.  Invest in what works  Unique URLs for each advertising medium  Draw conclusions from web analytics  Regularly reviewing results in all mediums  Track click > lead > close, not just clicks  Estimate the value of the activities based on closed business  Review changes in sales and interactions over time Tracking Biggest Excuse for Not Tracking: Fear of Failure
    35. 35. Goals Asset Leverage Market Review Strategic Plan Tracking Tweaking Growing Building Your Plan
    36. 36. Focus on what’s working and do more of it!  Give viewers more of what they like  Add more assets to campaigns and mediums that work  Review for cultural pit falls  Don’t let pride get in the way of success  Keep up with your competition and industry trends Tweaking
    37. 37. Goals Asset Leverage Market Review Strategic Plan Tracking Tweaking Growing Building Your Plan
    38. 38. Growing  Add new mediums as they are built and become appropriate  Recycle content throughout additional mediums  Grow your reach to grow promoters and grow your business
    39. 39. I N B O U N D v s . O U T B O U N D R E A C H & R E C Y C L E C O N C E P T B U I L D I N G Y O U R P L A N G O A L S A S S E T S M A R K E T S T R A T E G I C P L A N T R A C K T W E A K G R O W Alternative Advertising
    40. 40. T H A N K Y O U Questions?
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×