Wedding Planner Content Marketing

2,667 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
2,667
On SlideShare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Wedding Planner Content Marketing

  1. 1. Welcome Current Wedding Planners & Future Content Marketers!
  2. 2. Now Everybody Knows Your Secrets!
  3. 3. Fundamental Changes in Buyer Behavior are Driving an Online Content Marketing Revolution How you can put content marketing to work online!
  4. 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. 5. So what are YOU hoping to get out of today?
  6. 6. 1959 Wedding
  7. 7. 1999 Wedding
  8. 8. Wedding Planning in 1959
  9. 9. Wedding Planning 1999
  10. 10. Marketing from 1959 to 1999: Almost Nothing Changed
  11. 11. Interruption Marketing: One Way Shouting to Buyers Way Buyers Too Many Suffer from Seller Info Messages Overload
  12. 12. The Real Reason We’re Not Buying Cars
  13. 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. 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. 15. Marketing from 1999 to 2009: Almost Everything Changed
  16. 16. The Fate of Marketers Who Fail To Make Fundamental Changes
  17. 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. 18. 2009 Wedding
  19. 19. Wedding Planning in 2009
  20. 20. Wedding Planning 2009
  21. 21. 21st Century Marketing: Traditional Media Can’t Do the Job
  22. 22. “Your Brand is What Google Says It Is,” -Author, David Meerman Scott
  23. 23. Future Belongs to Content Marketing: Buyers Find You
  24. 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. 25. Content Marketing: The Least Expensive Marketing Tool!
  26. 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. 27. The Old: ‘Tween Waters Inn
  28. 28. The Old: Wedding Page
  29. 29. The New: ‘Tween Waters Inn
  30. 30. The New: Wedding Page
  31. 31. "If you want something decent about you in Google you MUST blog. This is NOT optional anymore." - Robert Scoble (@Scobleizer)
  32. 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. 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. 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. 35. Focus on What’s Most Important to Your Target Brides
  36. 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. 37. Robyn Bomar Panhandle Planner • Blogging for 15 months • Does no traditional marketing • Blog drives 90% + of revenues • Shares experiences • Shares best ideas
  38. 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. 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. 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. 41. Thank you! www.ContentMarketingToday.com www.GetContentGetCustomers.com Nothing More Fun for Your Summer Reading Pleasure!

×