Sponsored by #HTDC - we share with startups how to get others talking about your business

1. KinoshitaLLC
@lkinoshita #HTDC
info.laura-kinoshita.com/blog
/in/laurakinoshita

2. WHAT YOU’LL LEARN:
 What is Relationship Marketing?
 The One Thing You Must Do to Make Relationship
Marketing Work
 The 4 Qualities of A Good Positioning Statement
 How to Think Like a Publisher
 The 8-Step Guide to Writing Your Plan
 What Success Looks Like: Getting to the ROI

3. WHAT IS RELATIONSHIP
MARKETING?

5. ALIGNED TO THE PURCHASE
PROCESS:

6. IT’S NOT ABOUT BREAKING
THROUGH
It’s about being invited in

7. THE ONE THING YOU
MUST DO TO MAKE
RELATIONSHIP
MARKETING WORK…

12. WHAT GETS SHARED:
 Good news
 Funny, entertaining, delightful
 Highly useful, helpful, practical tips & shortcuts
 Surprising/unusual (“fish bites man”)
 Food (esp. chocolate)
 Cute baby animals (puppies)
 Memes (shared culture)
 Hyper-local, hyper-personal (friends/family/school)

13. POSITIONING STATEMENT

14. 4 QUALITIES OF A
GOOD POSITIONING STATEMENT:
1. Who Your Customers Are
2. What Problem You Solve
3. Why You’re Different
4. Your Competition

15. For __________________ who _____________,
[Company] is ______________________ that
_____________________. Unlike [competition], we
_________________________ [differentiator].
For those who want the freshest, best-tasting burger
in town [burger joint] is a locally-owned small
business supporting family farms. Unlike other
burger joints, we only used locally sourced
products and partner with local farms to bring
greater sustainability to our island.
‘Product Positioning Statement’

16. THINK LIKE A PUBLISHER
 What Problem Does Your Customer Have?
 What Strategy Will Show You Are the Best
Solution?
 How Will You Attract Attention?
 How Will You Share
 What Value Can You Give for Free?
 Templates, Calculators, Checklists, Tutorials

17. THINK LIKE A PUBLISHER

21. NOW THE FOUNDATION IS
IN PLACE ….

22. THE 8-STEP GUIDE TO
WRITING YOUR PLAN…

23. STEP 1: CLEARLY DEFINE
AND DIFFERENTIATE YOUR
BRAND

24.  Who are You, in 160 Characters or Less?
 What are the 3 greatest strengths of your brand? What
are the greatest weaknesses?
 What keywords do people use to find your website?
 What pain do you take away? What problems do you
solve?
 Why do customers buy from you the 1st
time? The 2nd
and 3rd
time?

26. STEP 2: DESIGN A
CONTENT-DRIVEN WEBSITE

27. A WORD ABOUT SEARCH
 Function over design:
 Built for indexing
 Built for sharing
 Built for lead-generation
 Copywriting optimized for search engines (buyer
persona)
 Always be analyzing traffic, pages, sources
 Always be testing

28. STEP 3: DEFINE YOUR
GOALS

29. STEP 4: DEFINE
SPECIFIC, MEASURABLE,
OBJECTIVES

31. STEP 5: BUILD AN
INTEGRATED CAMPAIGN
FUELED BY SEARCH,
MARKETING, PR, SOCIAL

32. STEP 6: ESTABLISH DYNAMIC
BUDGETS THAT CAN BE
EASILY SHIFTED BASED ON
PERFORMANCE

33. STEP 7: DEFINE
TIMELINES, TASKS &
RESPONSIBILITIES

34. STEP 8: MEASURE
EVERYTHING

35. LINK PROJECTS TO AUDIENCES &
METRICS THAT MATTER
Tweet: @lkinoshita for copy

36. WHAT DOES SUCCESS LOOK LIKE?
Tweet: @lkinoshita for copy

37. Tweet: @lkinoshita for copy

39. WHAT DOES SUCCESS LOOK LIKE?
 True Community:
 Shared goals, desires
 Common experiences
 Culture, language, history
 Members help and support one another
 Moderators feel comfortable sharing and
engaging naturally in relationships
 Has life of its own