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Inbound 2012 Square 2 Marketing Presentation v2
 

Inbound 2012 Square 2 Marketing Presentation v2

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Mike Lieberman and Eric Keiles present at Inbound 2012. How to get clients to pay for marketing strategy. An overview of the techniques used to help agency owners use marketing strategy to improve ...

Mike Lieberman and Eric Keiles present at Inbound 2012. How to get clients to pay for marketing strategy. An overview of the techniques used to help agency owners use marketing strategy to improve engagements and improve the performance of their client programs.

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Inbound 2012 Square 2 Marketing Presentation v2 Inbound 2012 Square 2 Marketing Presentation v2 Presentation Transcript

  • Getting Your Clients to Payfor an Inbound MarketingStrategy.
  • Eric Keiles @Square2 avid hiker who once spent three days alone, hiking the appalachian trail#inbound12
  • Mike Lieberman @Mike2Marketing @Square2 I consider myself a recovering advertiser, as I once spent $85,000 on a single page ad in cfo magazine#inbound12
  • 1 HOW DID WE GET HERE? And what do we do about it?#inbound12
  • Overnight Marketing Turned Complicated.#inbound12
  • * 22% only 22% of business owners or executives admitted to having a written marketing plan, yet 85% were planning to do some form of marketing. * Primary research collected by Square 2 Marketing, since 2003, over 1,500 businesses surveyed.#inbound12
  • we have to explain it to our clients.#inbound12
  • wehave togaintheirtrust.#inbound12
  • we have to get them to pay us for our expertise.#inbound12
  • Differentiate. Communicate. Integrate.#inbound12
  • 2 WHY IS STRATEGY SO IMPORTANT NOW? The Client’s Perspective#inbound12
  • ITS COMPLEX • Website Design • Search Optimization • Social Media • Content Creation • Content Curation • Conversions • Landing Pages • Lead Nurturing • Messaging • Differentiation • Keyword Analysis • Analysis, Tracking, Testing#inbound12
  • clients theywant want themresults. fast.
  • Marketing has never been more integrated#inbound12
  • clients needto stayfocused.
  • Clients need a trainer withgoals and a plan to getthem results
  • 3 WHY IS STRATEGY SO IMPORTANT NOW? Our Agency’s Perspective#inbound12
  • ITS COMPLEX • Website Design • Search Optimization • Social Media • Content Creation • Content Curation • Conversions • Landing Pages • Lead Nurturing • Messaging • Differentiation • Keyword Analysis • Analysis, Tracking, Testing#inbound12
  • IMPROVED BUSINESS PERFORMANCE • Our projects are more profitable • Our people are happier • Our clients are more referenceable#inbound12
  • STICKIER ENGAGEMENTS • Variety of integrated tactics are recommended • Economies of scale are delivered • We already know the client, how to work with them and what they like#inbound12
  • DIFFERNTIATION • Single tactic experts…Website developers, seo consultants, PR experts, graphic designers • Sole practitioners…who do what the client says • Advertising agencies…non- inbound marketing#inbound12
  • 4 HOW TO INTEGRATE STRATEGY INTO THE SALES PROCESS?#inbound12
  • we have a platform for our approach to marketing.#inbound12
  • we have a platform for our approach to marketing. Reality Marketing#inbound12
  • we have a platform for our approach to marketing. Reality Marketing • Prospect Focused • High Return on Investment • Goal Oriented • Remarkable • Quantifiable#inbound12
  • we have a platform for our approach to marketing. Reality Marketing Marketing Machines#inbound12
  • we have a platform for our approach to marketing. Reality Marketing Marketing Machines • An integrated set of tactics designed perfectly for your business#inbound12
  • we have a platform for our approach to marketing. Reality Marketing Marketing Machines Strategy Before Tactics#inbound12
  • we have a platform for our approach to marketing. Reality Marketing Marketing Machines Strategy Before Tactics • we wont work with a client who doesn’t value strategy • either we do it or they do it#inbound12
  • All of you have a platform… Inbound Marketing#inbound12
  • INTEGRATED Marketing tactics are too closely connected to execute WITHOUT a well thought out and agreed upon marketing strategy.#inbound12
  • ITS WHAT WE DO! • Strategy is part of every engagement • It’s a non-negotiable for us • We explain “why” from the first meeting#inbound12
  • #inbound12
  • No big words No complex ideas No industry jargon When prospects are confused they don’t buy!#inbound12
  • 5 HOW TO GET CLIENTS TO PAY FOR STRATEGY?#inbound12
  • BUILD IT IN Our Marketing Machine Engagements all include marketing strategy.#inbound12
  • PLAN FOR IT • Create a defined marketing strategy document • Create a defined planning process (4 to 6 weeks) • Create a defined deliverable (plan and plan presentation)#inbound12
  • GET IT DONE FIRST! • Keeps the client focused – reduces changes in direction • Give our team clear direction on program implementation • Gives the team (client and agency) goals to work towards#inbound12
  • Get them to trust you
  • 6 HOW STRATEGY HELPS OTHER INBOUND MARKETING TACTICS BE MORE PROFITABLE#inbound12
  • * 75% *A majority of the strategic thinking gets down up front during the strategy and planning phase.#inbound12
  • target persona creation (that’s reasonable)#inbound12
  • target persona creation (that’s reasonable) engaging messaging (around pain)#inbound12
  • target persona creation (that’s reasonable) engaging messaging (around pain) differentiation, remarkable? (that’s actually different)#inbound12
  • blog topics keyword recommendations email topics guest blogging recommendations content recommendations landing page mock ups website design comps email template designs keyword research recommendations for tip guides content sourcing ideas corporate identity improvements call to actions website structure recommendations ideas for No Risk Offers sales process improvements ideas for Low Risk Offers lead nurturing emails ideas of Direct Business Offers sales materials webinar recommendations public relations suggestions sales process improvements print advertising video SEO recommendations direct mail video production ideas web advertising social media recommendations marketing software recommendations sales outreach marketing goals, analytics, reports sales templates for follow up#inbound12
  • IMPLEMENTATION IS EASY (EASIER?) • Minimizes strategy conversations and focuses on tactics • Keeps clients focused • Give us an approved plan to refer to • Minimizes rework • Improves profitability#inbound12
  • Tracking and Testing • Planning sets expectations; overall and by tactic • Clients experience continuous improvement • Heavy dose of analytics#inbound12
  • net promoter score performance#inbound12
  • net promoter score performance The average Net Promoter Score among the companies surveyed was 10 to 15. A small handful of companies have achieved a Net Promoter Score of at least 50 percent, defined as "World Class." Not surprisingly, companies with a World Class Net Promoter Score are the growth stories of the economy: Apple, Google and Harley-Davidson.#inbound12
  • happy clients
  • THANK YOU!#inbound12
  • We’re passionate about helping businesses#inbound12
  • If you would like a copy of the presentation, email me Mike@Square2Marketing.com @Mike2Marketing spend 30 minutes talking about how to get marketing strategy into your client engagement ?#inbound12
  • Q’s?