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Wedding Planner Content Marketing

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Transcript

  • 1. Welcome Current Wedding Planners & Future Content Marketers!
  • 2. Now Everybody Knows Your Secrets!
  • 3. Fundamental Changes in Buyer Behavior are Driving an Online Content Marketing Revolution How you can put content marketing to work online!
  • 4. What We’ll Share This Evening 1. New buyer behavior changes everything 2. Why content marketing is vital in 2009 3. How to begin your content marketing strategy
  • 5. So what are YOU hoping to get out of today?
  • 6. 1959 Wedding
  • 7. 1999 Wedding
  • 8. Wedding Planning in 1959
  • 9. Wedding Planning 1999
  • 10. Marketing from 1959 to 1999: Almost Nothing Changed
  • 11. Interruption Marketing: One Way Shouting to Buyers Way Buyers Too Many Suffer from Seller Info Messages Overload
  • 12. The Real Reason We’re Not Buying Cars
  • 13. Timeless Marketing Commandments • Your job: – B to B: Make your customers successful – B to C: Make your customers’ lives better • 1st understand, then be understood • Listen, really listen to your customers • Engage your customers in dialogue
  • 14. How Your Buyers Used to Find Solutions to Their Needs: Business 2 Business Business 2 Consumer • Talk to company sales • TV, Radio, Print, Outdoor reps Advertising • Read trade publication • Yellow Pages ads and articles • See your business sign • Read product literature • Read an article about you • Go to trade shows • Talk to trusted friends • Talk to colleagues
  • 15. Marketing from 1999 to 2009: Almost Everything Changed
  • 16. The Fate of Marketers Who Fail To Make Fundamental Changes
  • 17. Buying Transformation • Make up their own minds • Thorough research before contact • Don’t want to be interrupted • Don’t want to be sold
  • 18. 2009 Wedding
  • 19. Wedding Planning in 2009
  • 20. Wedding Planning 2009
  • 21. 21st Century Marketing: Traditional Media Can’t Do the Job
  • 22. “Your Brand is What Google Says It Is,” -Author, David Meerman Scott
  • 23. Future Belongs to Content Marketing: Buyers Find You
  • 24. Content Marketing = Thinking Like a Publisher • Who are your customers? • What are their most pressing concerns, interests, problems? • Provide relevant & compelling content to address those problems • Become trusted source of information and potential solutions • Make it easy for them to take action
  • 25. Content Marketing: The Least Expensive Marketing Tool!
  • 26. Your Next Steps: Answer These Questions • Who are your ideal customers? • What are their most pressing problems? • What online information can you provide to solve those problems? • What changes are essential to rebuild your online presence to make it customer- centric and content rich? • How can you build a community?
  • 27. The Old: ‘Tween Waters Inn
  • 28. The Old: Wedding Page
  • 29. The New: ‘Tween Waters Inn
  • 30. The New: Wedding Page
  • 31. "If you want something decent about you in Google you MUST blog. This is NOT optional anymore." - Robert Scoble (@Scobleizer)
  • 32. The Power of a Blog: • Web-based • Available 24/7 • Provide information about you and your company • Share your knowledge and expertise • Offer help to prospects & customers • Enable 2-way communication • Create sense of community
  • 33. What is a Blog? • A website that is organized like a newspaper w/ most recent articles first • An easy to manage, free website • A web presence that grows in importance over time • A potentially influential shaper of opinion and behavior • A revenue driver
  • 34. Keys to Successful Blog • Target info needs of well-understood set of ideal buyers • Frequent, timely updates • Delivers relevant & compelling content • Well-structured and categorized • Open to everyone on the web • Easily findable via Google, etc. • Comment on other blogs
  • 35. Focus on What’s Most Important to Your Target Brides
  • 36. MixMingleGlow from Destin Florida Brides seeking wedding planning assistance generally fall into two categories: •Full Service (”I’m overwhelmed, I don’t know where to start, I need all the help I can get!”) •Day Of (”I’m a hands- on kind of gal, I’ve got lots of help, I just need a little assistance along the way“). Are You Sure You Don’t Need a Planner?
  • 37. Robyn Bomar Panhandle Planner • Blogging for 15 months • Does no traditional marketing • Blog drives 90% + of revenues • Shares experiences • Shares best ideas
  • 38. Plenty to Write About # inspiration & ideas (90) # YOU can do it! (84) # events (83) # parties (74) # life as an event planner (69) # decor (58) # weddings (51) # food (48) # favors (34) # halloween (26) # GIVEAWAYS (24) # Real Parties (24) # gifts (23) # extra extra read all about it! (20) # destin FL (17) # personalization (17)
  • 39. Insights from Robyn • Blog first. Website coming later. • Had no idea what she was doing online. • Helps her cook up new ideas--research • “Brides get married in packs.” Lots of referrals amplified by blog • “Are you going to feature me on your blog?" Clients want exposure, too!
  • 40. What We’ve Learned: 1. Changed Buyers have Changed Marketing Forever 2. Content Marketing is Vital to Your Future 3. Your Blog is Your Most Powerful Marketing Weapon 4. Yes, You Can--and You Must Start a Blog
  • 41. Thank you! www.ContentMarketingToday.com www.GetContentGetCustomers.com Nothing More Fun for Your Summer Reading Pleasure!