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Getting Your Clients to Payfor an Inbound MarketingStrategy.
Eric                Keiles                @Square2             avid hiker who once             spent three days           ...
Mike                Lieberman                @Mike2Marketing                @Square2             I consider myself a      ...
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             w...
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             • ...
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             • ...
IMPROVED BUSINESS             PERFORMANCE             • Our projects are more               profitable             • Our p...
STICKIER ENGAGEMENTS             • Variety of integrated tactics               are recommended             • Economies of ...
DIFFERNTIATION             • Single tactic               experts…Website               developers, seo               consu...
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  • G...
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             ...
we have a platform for our approach to marketing.  Reality Marketing                       Marketing Machines             ...
we have a platform for our approach to marketing.  Reality Marketing                           Marketing Machines         ...
All of you have a platform…             Inbound Marketing#inbound12
INTEGRATED             Marketing tactics are             too closely connected             to execute WITHOUT             ...
ITS WHAT WE DO!             • Strategy is part of               every engagement             • It’s a non-negotiable      ...
#inbound12
No big words No complex ideas No industry jargon                      When prospects are                      confused    ...
5             HOW TO GET CLIENTS TO             PAY FOR STRATEGY?#inbound12
BUILD IT IN             Our Marketing             Machine             Engagements all             include marketing       ...
PLAN FOR IT             • Create a defined               marketing strategy               document             • Create a ...
GET IT DONE FIRST!             • Keeps the client focused –               reduces changes in direction             • Give ...
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 ...
target persona creation   (that’s reasonable)#inbound12
target persona creation   (that’s reasonable)                    engaging messaging                    (around pain)#inbou...
target persona creation   (that’s reasonable)                              engaging messaging                             ...
blog topics                       keyword recommendations             email topics                      guest blogging rec...
IMPLEMENTATION IS EASY             (EASIER?)             • Minimizes strategy               conversations and             ...
Tracking and Testing             • Planning sets               expectations; overall               and by tactic          ...
net promoter score performance#inbound12
net promoter score performance                          The average Net Promoter Score among                          the ...
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      ...
Q’s?
Inbound 2012 Square 2 Marketing Presentation v2
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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 engagements and improve the performance of their client programs.

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  • Transcript of "Inbound 2012 Square 2 Marketing Presentation v2"

    1. 1. Getting Your Clients to Payfor an Inbound MarketingStrategy.
    2. 2. Eric Keiles @Square2 avid hiker who once spent three days alone, hiking the appalachian trail#inbound12
    3. 3. 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
    4. 4. 1 HOW DID WE GET HERE? And what do we do about it?#inbound12
    5. 5. Overnight Marketing Turned Complicated.#inbound12
    6. 6. * 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
    7. 7. we have to explain it to our clients.#inbound12
    8. 8. wehave togaintheirtrust.#inbound12
    9. 9. we have to get them to pay us for our expertise.#inbound12
    10. 10. Differentiate. Communicate. Integrate.#inbound12
    11. 11. 2 WHY IS STRATEGY SO IMPORTANT NOW? The Client’s Perspective#inbound12
    12. 12. 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
    13. 13. clients theywant want themresults. fast.
    14. 14. Marketing has never been more integrated#inbound12
    15. 15. clients needto stayfocused.
    16. 16. Clients need a trainer withgoals and a plan to getthem results
    17. 17. 3 WHY IS STRATEGY SO IMPORTANT NOW? Our Agency’s Perspective#inbound12
    18. 18. 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
    19. 19. IMPROVED BUSINESS PERFORMANCE • Our projects are more profitable • Our people are happier • Our clients are more referenceable#inbound12
    20. 20. 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
    21. 21. 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
    22. 22. 4 HOW TO INTEGRATE STRATEGY INTO THE SALES PROCESS?#inbound12
    23. 23. we have a platform for our approach to marketing.#inbound12
    24. 24. we have a platform for our approach to marketing. Reality Marketing#inbound12
    25. 25. we have a platform for our approach to marketing. Reality Marketing • Prospect Focused • High Return on Investment • Goal Oriented • Remarkable • Quantifiable#inbound12
    26. 26. we have a platform for our approach to marketing. Reality Marketing Marketing Machines#inbound12
    27. 27. we have a platform for our approach to marketing. Reality Marketing Marketing Machines • An integrated set of tactics designed perfectly for your business#inbound12
    28. 28. we have a platform for our approach to marketing. Reality Marketing Marketing Machines Strategy Before Tactics#inbound12
    29. 29. 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
    30. 30. All of you have a platform… Inbound Marketing#inbound12
    31. 31. INTEGRATED Marketing tactics are too closely connected to execute WITHOUT a well thought out and agreed upon marketing strategy.#inbound12
    32. 32. 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
    33. 33. #inbound12
    34. 34. No big words No complex ideas No industry jargon When prospects are confused they don’t buy!#inbound12
    35. 35. 5 HOW TO GET CLIENTS TO PAY FOR STRATEGY?#inbound12
    36. 36. BUILD IT IN Our Marketing Machine Engagements all include marketing strategy.#inbound12
    37. 37. 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
    38. 38. 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
    39. 39. Get them to trust you
    40. 40. 6 HOW STRATEGY HELPS OTHER INBOUND MARKETING TACTICS BE MORE PROFITABLE#inbound12
    41. 41. * 75% *A majority of the strategic thinking gets down up front during the strategy and planning phase.#inbound12
    42. 42. target persona creation (that’s reasonable)#inbound12
    43. 43. target persona creation (that’s reasonable) engaging messaging (around pain)#inbound12
    44. 44. target persona creation (that’s reasonable) engaging messaging (around pain) differentiation, remarkable? (that’s actually different)#inbound12
    45. 45. 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
    46. 46. 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
    47. 47. Tracking and Testing • Planning sets expectations; overall and by tactic • Clients experience continuous improvement • Heavy dose of analytics#inbound12
    48. 48. net promoter score performance#inbound12
    49. 49. 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
    50. 50. happy clients
    51. 51. THANK YOU!#inbound12
    52. 52. We’re passionate about helping businesses#inbound12
    53. 53. 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
    54. 54. Q’s?
    1. A particular slide catching your eye?

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

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