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http://jbdcolley.com© John colley 2013
http://jbdcolley.comI Want to Tell You aStory...“Why Do We Have AWebsite?”© John colley 2013
http://jbdcolley.comCommunicatingwithYourCustomers© John colley 2013
The Six Minute StrategistBusiness Strategy, Frameworks for Growth© John colley 2013http://jbdcolley.comHow NOT To Be TheNe...
http://jbdcolley.comJohn ColleyThe Six Minute StrategistOne TopicSix PointsSix Minutes© John colley 2013
One Topic246531© John colley 2012http://jbdcolley.comLess ThanSix Minutes
http://jbdcolley.com4 Questions?Buy Online?Search OnlineVisit Comet?Searched at Comet,Bought Online?© John colley 2013
http://jbdcolley.comToday every business is inthe publishing business© John colley 2013
http://jbdcolley.comToday the Question isNo Longer:“Do We Do OnlineMarketing?”© John colley 2013
http://jbdcolley.comToday the Question is:“How Do We Do OnlineMarketing?”© John colley 2013
http://jbdcolley.comOutbound MarketingvsInbound Marketing© John colley 2013
http://jbdcolley.comWhere do you Start?© John colley 2013
ConnectedMarketingFunnelContentIntegrationOfferingsLandscapeCustomers© John colley 2012http://jbdcolley.com
http://jbdcolley.comCustomers© John colley 2013
http://jbdcolley.comKnow Your Customer© John colley 2013
CustomerInteractionHow do theyFindYou?How can youConnectHow can youTransact?How can youEngage?What do theyWant?Who arethey...
http://jbdcolley.comFunnel© John colley 2013
http://jbdcolley.comUnderstandYourFunnel© John colley 2013
The SocialMediaFunnelKnow MeTrust MeEvangeliseMePay MeLike MeFind Me© John colley 2012http://jbdcolley.com
http://jbdcolley.comSo,Where DO you Start?© John colley 2013
http://jbdcolley.comLandscape© John colley 2013
http://jbdcolley.comFind Me?Understand theSocial MediaLandscape© John colley 2013
Social MediaLandscapeTwitterYouTubePinterestLinkedinGoogle +Facebook© John colley 2012http://jbdcolley.com
http://jbdcolley.comNeed to Know Your CustomersNeed to be Where yourCustomers areNeed know Wants/Needs© John colley 2013
http://jbdcolley.comContent© John colley 2013
http://jbdcolley.com5 Ps of MarketingProductPricePlacePromotionPackaging© John colley 2013
http://jbdcolley.com5 Cs of InBound MarketingContentCreationCurationConsumptionCommunity© John colley 2013
http://jbdcolley.comKnow MeLike MeTrust MeIts All about Content!© John colley 2013
http://jbdcolley.comCreate content with twoobjectives:1.build trust2.educate© John colley 2013
ContentAudioImagesFAQsEmailVideoWritten© John colley 2012http://jbdcolley.com
http://jbdcolley.comTake a topic,Structure your commentsWrite a blogRecord a PodcastCreate a slide deckRecord a screencast...
http://jbdcolley.comGroup blog posts together,Create an ebookGroup videos together,Create a courseSend a newsletterVideos ...
http://jbdcolley.comOfferings© John colley 2013
http://jbdcolley.comKey Topics?What is important to yourCustomerswhat do they want to know?Six Points of Contact = Sale© J...
OfferingsFree Trial Offering= Like MeCore Offerings= Pay MeAdd-Ons= UpSell Pay MeMembers OnlyOfferings = ExtendPay MeSign ...
http://jbdcolley.comSo, Where DO you Start?© John colley 2013
http://jbdcolley.comIntegration© John colley 2013
http://jbdcolley.comImplementing an IntegratedSocial Media StrategyBringing it all together...© John colley 2013
http://jbdcolley.comCustomersFunnelLandscapeContentOfferingsIntegration© John colley 2013
http://jbdcolley.comHub and SpokeHub = your websiteFirst objectivecapture email addressWho?Permission marketingEmail = Out...
FunnelLevel 1Find MeInteractionStrategyVisitYourWebsiteSign UpConsumeContentInviteContactsSocial MediaPresence© John colle...
FunnelLevel 2Know MeVideoSign UpStart HerePageCall to ActionNextStepFree GiveawayLandingPage© John colley 2012http://jbdco...
FunnelLevel 3Like MeCategoriesand TagsFind MoreContentClear CTAMove thruFunnelSign UpNavigateBlog Posts© John colley 2012h...
FunnelLevel 4Trust MeCommentsEducateRepurposeContentInformTestimonialsContentBuildsTrust© John colley 2012http://jbdcolley...
FunnelLevel 5Pay MePassiveIncomeMultiple IncomeSourcesCustomerNeedsWantsProductsServicesInformationScalabilityBusinessMode...
http://jbdcolley.comCoursesTutorialsProductsInformationServicesSolutionsOnline & Offline© John colley 2013
FunnelLevel 6Evangelise MeRecommendationsSocial ProofReinforceOtherLevelsCredibilityEndorsementsComments© John colley 2012...
B2BorB2CWho areyourCustomers?ConnectTransactEngageWhat do theyWant/Need?Find Me?Where?© John colley 2012http://jbdcolley.com
http://jbdcolley.comTwo Last Thoughts...© John colley 2013
http://jbdcolley.comListenMonitor© John colley 2013
ToolsHootsuiteGistTwitterSearchGoogleKeywordToolFacebookGraph(new)GoogleAlerts© John colley 2012http://jbdcolley.com
Follow/monitor/listen?YourOwnNameKey BrandsKeywordsCompetitorsYourCompanyThoughtLeaders© John colley 2012http://jbdcolley....
http://jbdcolley.comAnalytics© John colley 2013
http://jbdcolley.comKey MetricsGoogle Analyticsunique visitorsPage ViewsBounce rateTime on site© John colley 2013
http://jbdcolley.comLearn More?http://jbdcolley.com© John colley 2013
http://jbdcolley.comThank You...Any Questions?© John colley 2013
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Marketing in the Connected Economy

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Marketing in the Connected Economy

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Transcript of "Marketing in the Connected Economy"

  1. 1. http://jbdcolley.com© John colley 2013
  2. 2. http://jbdcolley.comI Want to Tell You aStory...“Why Do We Have AWebsite?”© John colley 2013
  3. 3. http://jbdcolley.comCommunicatingwithYourCustomers© John colley 2013
  4. 4. The Six Minute StrategistBusiness Strategy, Frameworks for Growth© John colley 2013http://jbdcolley.comHow NOT To Be TheNext Comet:Marketing In TheConnected EconomyApril 2013
  5. 5. http://jbdcolley.comJohn ColleyThe Six Minute StrategistOne TopicSix PointsSix Minutes© John colley 2013
  6. 6. One Topic246531© John colley 2012http://jbdcolley.comLess ThanSix Minutes
  7. 7. http://jbdcolley.com4 Questions?Buy Online?Search OnlineVisit Comet?Searched at Comet,Bought Online?© John colley 2013
  8. 8. http://jbdcolley.comToday every business is inthe publishing business© John colley 2013
  9. 9. http://jbdcolley.comToday the Question isNo Longer:“Do We Do OnlineMarketing?”© John colley 2013
  10. 10. http://jbdcolley.comToday the Question is:“How Do We Do OnlineMarketing?”© John colley 2013
  11. 11. http://jbdcolley.comOutbound MarketingvsInbound Marketing© John colley 2013
  12. 12. http://jbdcolley.comWhere do you Start?© John colley 2013
  13. 13. ConnectedMarketingFunnelContentIntegrationOfferingsLandscapeCustomers© John colley 2012http://jbdcolley.com
  14. 14. http://jbdcolley.comCustomers© John colley 2013
  15. 15. http://jbdcolley.comKnow Your Customer© John colley 2013
  16. 16. CustomerInteractionHow do theyFindYou?How can youConnectHow can youTransact?How can youEngage?What do theyWant?Who arethey?© John colley 2012http://jbdcolley.com
  17. 17. http://jbdcolley.comFunnel© John colley 2013
  18. 18. http://jbdcolley.comUnderstandYourFunnel© John colley 2013
  19. 19. The SocialMediaFunnelKnow MeTrust MeEvangeliseMePay MeLike MeFind Me© John colley 2012http://jbdcolley.com
  20. 20. http://jbdcolley.comSo,Where DO you Start?© John colley 2013
  21. 21. http://jbdcolley.comLandscape© John colley 2013
  22. 22. http://jbdcolley.comFind Me?Understand theSocial MediaLandscape© John colley 2013
  23. 23. Social MediaLandscapeTwitterYouTubePinterestLinkedinGoogle +Facebook© John colley 2012http://jbdcolley.com
  24. 24. http://jbdcolley.comNeed to Know Your CustomersNeed to be Where yourCustomers areNeed know Wants/Needs© John colley 2013
  25. 25. http://jbdcolley.comContent© John colley 2013
  26. 26. http://jbdcolley.com5 Ps of MarketingProductPricePlacePromotionPackaging© John colley 2013
  27. 27. http://jbdcolley.com5 Cs of InBound MarketingContentCreationCurationConsumptionCommunity© John colley 2013
  28. 28. http://jbdcolley.comKnow MeLike MeTrust MeIts All about Content!© John colley 2013
  29. 29. http://jbdcolley.comCreate content with twoobjectives:1.build trust2.educate© John colley 2013
  30. 30. ContentAudioImagesFAQsEmailVideoWritten© John colley 2012http://jbdcolley.com
  31. 31. http://jbdcolley.comTake a topic,Structure your commentsWrite a blogRecord a PodcastCreate a slide deckRecord a screencastCreate videos© John colley 2013
  32. 32. http://jbdcolley.comGroup blog posts together,Create an ebookGroup videos together,Create a courseSend a newsletterVideos create a YouTube channelAudio on iTunes create a programmeIntegrate Contenton your own Website© John colley 2013
  33. 33. http://jbdcolley.comOfferings© John colley 2013
  34. 34. http://jbdcolley.comKey Topics?What is important to yourCustomerswhat do they want to know?Six Points of Contact = Sale© John colley 2013
  35. 35. OfferingsFree Trial Offering= Like MeCore Offerings= Pay MeAdd-Ons= UpSell Pay MeMembers OnlyOfferings = ExtendPay MeSign Up Offering= Trust MeStarter Offering= Know me© John colley 2012http://jbdcolley.com
  36. 36. http://jbdcolley.comSo, Where DO you Start?© John colley 2013
  37. 37. http://jbdcolley.comIntegration© John colley 2013
  38. 38. http://jbdcolley.comImplementing an IntegratedSocial Media StrategyBringing it all together...© John colley 2013
  39. 39. http://jbdcolley.comCustomersFunnelLandscapeContentOfferingsIntegration© John colley 2013
  40. 40. http://jbdcolley.comHub and SpokeHub = your websiteFirst objectivecapture email addressWho?Permission marketingEmail = Outbound marketing toolSocial Media = in bound marketing© John colley 2013
  41. 41. FunnelLevel 1Find MeInteractionStrategyVisitYourWebsiteSign UpConsumeContentInviteContactsSocial MediaPresence© John colley 2012http://jbdcolley.com
  42. 42. FunnelLevel 2Know MeVideoSign UpStart HerePageCall to ActionNextStepFree GiveawayLandingPage© John colley 2012http://jbdcolley.com
  43. 43. FunnelLevel 3Like MeCategoriesand TagsFind MoreContentClear CTAMove thruFunnelSign UpNavigateBlog Posts© John colley 2012http://jbdcolley.com
  44. 44. FunnelLevel 4Trust MeCommentsEducateRepurposeContentInformTestimonialsContentBuildsTrust© John colley 2012http://jbdcolley.com
  45. 45. FunnelLevel 5Pay MePassiveIncomeMultiple IncomeSourcesCustomerNeedsWantsProductsServicesInformationScalabilityBusinessModel© John colley 2012http://jbdcolley.com
  46. 46. http://jbdcolley.comCoursesTutorialsProductsInformationServicesSolutionsOnline & Offline© John colley 2013
  47. 47. FunnelLevel 6Evangelise MeRecommendationsSocial ProofReinforceOtherLevelsCredibilityEndorsementsComments© John colley 2012http://jbdcolley.com
  48. 48. B2BorB2CWho areyourCustomers?ConnectTransactEngageWhat do theyWant/Need?Find Me?Where?© John colley 2012http://jbdcolley.com
  49. 49. http://jbdcolley.comTwo Last Thoughts...© John colley 2013
  50. 50. http://jbdcolley.comListenMonitor© John colley 2013
  51. 51. ToolsHootsuiteGistTwitterSearchGoogleKeywordToolFacebookGraph(new)GoogleAlerts© John colley 2012http://jbdcolley.com
  52. 52. Follow/monitor/listen?YourOwnNameKey BrandsKeywordsCompetitorsYourCompanyThoughtLeaders© John colley 2012http://jbdcolley.com
  53. 53. http://jbdcolley.comAnalytics© John colley 2013
  54. 54. http://jbdcolley.comKey MetricsGoogle Analyticsunique visitorsPage ViewsBounce rateTime on site© John colley 2013
  55. 55. http://jbdcolley.comLearn More?http://jbdcolley.com© John colley 2013
  56. 56. http://jbdcolley.comThank You...Any Questions?© John colley 2013
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