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Inbound Marketing: Your Path is Your Power!
 

Inbound Marketing: Your Path is Your Power!

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What's the point of generating leads from inbound marketing to your destination if you haven't mapped your ideal client's journey? Understanding your prospect's "consideration path" is the hidden ...

What's the point of generating leads from inbound marketing to your destination if you haven't mapped your ideal client's journey? Understanding your prospect's "consideration path" is the hidden secret to crafting lead nurturing that converts. But the journey doesn't stop there; you also need to define a customer progression plan and product path after conversion.

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    Inbound Marketing: Your Path is Your Power! Inbound Marketing: Your Path is Your Power! Presentation Transcript

    • Inbound Lead Generation YOUR PATH IS YOUR SUPERPOWER! Karen Talavera, Synchronicity Marketing November 13, 2013 Women’s Success Summit VIII
    • Meet Karen Talavera • Nationally-known email marketing expert, speaker, educator, coach and consultant • The DMA’s premiere email marketing instructor since 1999 • Member Email Experience Council (EEC), Florida DMA, Solo-Entrepreneur, Only Influencers • Top 100 Women in Ecommerce 2012 by WE magazine • President of – Founded in 2003 – Digital Marketing Training, Coaching & Consulting – Based in south Florida serving clients worldwide
    • Your Power Lies in Your Paths  What do I mean by a “path”?  Three kinds of paths 1. Consideration Path – the decision-making journey your prospect takes toward becoming a customer 2. Product Path – the intentional sequence and logical order of products/services to offer 3. Progression Path – the acceleration and relationshipbuilding journey you invite your customers to take with you
    • All Successful Sales and Marketing Depends On Knowing: 1 • What triggers the consideration process (what sparks interest or need)? 2 • The type of consideration path your product/service fits into 3 4 • What encourages people down the path? • What discourages, stalls or stops them on the path?
    • The 4 Types of Consideration Paths   Do you know which purchase consideration path your customers take – or that your product/service requires? Craft your marketing to accelerate, enable, or streamline the consideration/buying process along one of these four types of paths Quick Winding Long & Winding Long
    • Quick Path  Low decision time  Low price/investment  Little or no comparison-shopping  No need to be approved or qualified  Universal or broad market appeal  Minimal consensus-building  Often a commodity  Examples: Song, book, subscription, food item, office item, restaurant reservation
    • Winding Path  Low-to-medium price/investment  Medium time investment  Often involves comparison-shopping  Requires review of details, specs, terms, facts, figures, etc.  May need approval or qualification  Broad market appeal  Some consensus-building  Examples: Cell phone, computer, television, business trip, conference/event, insurance, jewelry
    • Long Path  Medium-to-high price/investment  High time investment or time-to-complete  Requires comparison-shopping  Requires review of details, specs, terms, facts, figures, etc.  Often involves approval or qualification  Often consensus-building  Examples: Mortgage, car, financial investment, consulting, weight loss, coaching, many business services
    • Long & Winding Path  High price  High time investment or time-to-complete    Definite comparison, detail review and research Usually involves approval or qualification Often involves changing circumstances, dependencies or shifts in direction of decision  Examples: Home remodel, long-term business services, annual coaching or mentoring programs, real-estate investing, injury recovery, etc.
    • Product Path  After initial purchase, what logically comes next? Entry Product Other Product Family Member Related Product/Service Related Product/Service Other Product Family Member Next Level Product/Service Highest Level Product/Service
    • Product Path Example #1  Cupcakes Chocolate Cupcake Strawberry Cupcake Combo Pack (Volume Discouts) Monthly/Annual Gift Pack Cupcake Monthly Subscription Frequency Program (Reward Loyalty) Corporate Gift Program
    • Product Path Example #2  Nutrition Coaching Initial Health Assessment Vitamins/Supplements Custom Diet Plan Webinar/Education Program Progress Monitoring Service 90-Day Weight Loss Coaching Program 6 Month Optimal Wellness Program
    • Every Product Path Should Have        A “problem/solution” sequence Price escalation Commitment escalation Value that increases as price/investment increases Value that increases proportionately greater than price Rewards for long-term loyalty and repeat business Referral opportunities
    • Progression Path  You’re not just taking people on a marketing and product journey, you’re taking them on a relationship journey Like Know ? Trust
    • Map Your Progression Path Entry-Level Product/Service Intermediate Product/Service Premium Product/Service • Low price, involvement, personal contact, value • Higher price, involvement, personal contact, service level • Highest price, involvement, 1:1 contact, service level
    • Interested in More? Synchronicity Marketing offers noobligation complimentary Marketing Breakthrough Sessions to qualified businesses Call or click to schedule yours  What can a free Marketing Breakthrough Session do for you?   Uncover the NUMBER ONE thing stopping you, your company or your marketing from getting the results you really want   Create a sense of CLARITY around the marketing you’d really like to have, the results you’d like it to deliver, and the digital channels right for your business Identify the most powerful actions that will move you toward ACHIEVEMENT of the digital marketing goals you desire Call 1-561-967-9665 or visit http://synchronicitymarketing.com/breakthroughsession-request to schedule yours
    • THANK YOU! QUESTIONS? Site & Blog www.SynchronicityMarketing.com Email: karen@SynchronicityMarketing.com Facebook: www.facebook.com/SynchronicityMarketing LinkedIn: www.linkedin.com/in/KarenTalavera Twitter: @SyncMarketing Phone: 561.967.9665 Women’s Success Summit VIII