How to do great marketing w/o much money

How to Do Great Marketing Without spending a lot

How to Do Great Marketing• How to Get Started – Laying the foundation• Cranking up marketing – Think Like a Publisher• Ongoing marketing efforts – The heartbeat of the business

Other keys• Contact to Close• Devise offers• Think of the entire buying process• Be patient – 6 months

PART 1 – SETTING THEFOUNDATION

Attraction Strategies• Top of Find• Humor• Personality• Thought Leadership• Seed Nurturing

Setting the Foundation – base questions• Who are you?• What problems do we solve?• Who needs solutions?• What drives decisions?• Where do they look?• Whom do they trust?• What are our goals?

Buyer PersonasThe Single Most Valuable Thing You Can Do• Job description• Priority Initiatives• Perceived Barriers• Why We Win/Buyer Success• Why We Lose• Buying Triggers

Action ItemDownload the free ebook atwww.buyerpersona.com“The Buyer Persona Manifesto”Watch Mistakes in Buyer Personas atwww.madmarketing.tv

Other Base Activities• Keyword definition What do people type into Google?• Agreed lead definitions What does a good lead look like?• Buying process identification How do people procure our offerings?

Attraction Strategies• Top of Find• Humor• Personality• Thought LeadershipRelevant X Distinctive = Effective

Action ItemWatch Mad Marketing TV – Leaping from theContent Ocean with Doug Kesslerwww.madmarketing.tv

Phase 2 – Putting it in motion

Content Engine• Continually collect and curate content• Map content to buying process• Use all media – print, audio, video

Think Like a Publisher• Daily/Weekly – a blog post www.fearlesscompetitor.com for example• Monthly – newsletter or video• Bi-Monthly – press release• Quarterly – in person event, ebook and webinar• Half year – white paper and webinar• Yearly – direct mail, in person event, white paper, video release

Action ItemWatch Mad Marketing TV with contentmarketing experts Joe Pulizzi and Jim Burnswww.madmarketing.tv

Lead Nurturing• 9 out of 10 visitors are not ready to buy• Stay in touch and earn their trust• Tell a story – Problem to Solution

Action ItemTo Learn More about Lead Nurturing, please visithttp://www.findnewcustomers.com/leadnurturing

Lead Scoring• We may have earned their trust, but how do we know when they’re ready.• Lead Scoring• Map the behaviors that mean they are ready. – Demographics – Behaviors (digital body language)

Action ItemDownload and Read the Grande Guide to Lead Scorinhttp://www.eloqua.com/topics/lead-scoring.html

Lead Handoff• Process of giving a warm lead to sales• Best to have tele call first• Include history of prospect• Need service level agreement• Claw back un-followed up leads

Deployment and Measurement Phase 3

Marketing Automation• Now that everything is in place, buy software to automate it all.• Good vendors, but we plug our sponsor, Act- On Software (inexpensive)www.actonsoftware.com

Lead Nurturing Deployment• Set up the steps for story• Branch off based on behaviors• Test and refine

TEST, TEST, TEST

Metrics and Measures• Develop metrics to measure performance• Focus on things that drive results• Don’t worry about getting it right at first

Action Item• Check out the content and free toolswww.lenskold.com

Action Items

Landing pages• Landing page is web page for a single purpose• Call to action to share content• Goal is to drive action or result

Action ItemWatch Landing Page Optimization with Tim Ashwww.madmarketing.tv

QUESTIONS?

Thank You!• Jeff Ogden, President of Find New Customers• www.findnewcustomers.com• http://about.me/jeffogden• @fearlesscomp• Or just Google “Jeff Ogden”

How to do great marketing w/o much money

by Find New Customers, Inc.

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