5. What do you think?
Quiz - What is the #1 reason people FAIL at
email marketing?
1. Irrelevant
2. Too boring
3. Too often
4. Too impersonal
5. Too sales-y
10. Tactic #1 - Discovery - NON-DIGITAL
Organic Paid
Dating Friends, Family, School,
Work, Neighbor
Bars, Nightclubs, Singles
cruises, / tours / events,
matchmakers, classifieds
Business /
Marketing
Company referral,
news/magazine article,
word of mouth,
TV/radio/newspaper ads,
yellow pages, billboards,
cold calls, flyers,
promotional materials
Organic = High trust, low scalability. Paid = Low trust, high scalability
11. Tactic #1 - Discovery - DIGITAL
Organic Paid
Dating (same), social networks (same), dating sites
Business /
Marketing
(same), SEO, social,
email, mobile, cross
promotions
(same), SEM, banner
ads, retargeting, paid
links
14. Tactic #1 - Discovery Mistakes:
Irrelevant Messaging
Dating Marketing
15. Tactic #1 - Discovery Mistakes:
No Personality / USP
Dating Marketing
16. Tactic #1 - Discovery Mistakes:
Premature "Conversion"
Dating Marketing
17. Tactic #1 - Discovery Mistakes:
Premature "Conversion"
Biggest problem: Who the F*CK are you?
- NO trust
- NO established rapport
- NO market credibility
Solution?
18. Tactic #2 - Lead Nurturing
("Watering the plant")
19. Tactic #2 - Nurture Your Lead
Dating Marketing
20. Tactic #2 - Nurture Your Lead
1. Don't sell right away
2. Build rapport
3. Be an expert
4. Use stories
5. Use personality
Teach first. Sell later.
21. Why is lead nurture crucial?
6x repetitions required
25. Tactic #3 - Ask for the Sale - How the
prospect thinks
Dating
- trustworthy
- evaluated other
guys/girls
- spent time with you in
person
- stories shared
Mate-worthy
Marketing
- trustworthy
- evaluated other
products & services
- spent time reading
your material
- stories shared
Sale-worthy
26. Case Study: Solar One Media
- B2B lead generation
- very niche
- #1 rank keywords
- ZERO cold calling
- 100% customer initiated contact (10-15/mo.)
- very clear cut:
Product: Solar lead generation service
Market: Solar sales & installation companies
27. 1. Lead Generation
- Search PPC
- Display - LinkedIn Ads
- Content marketing
2. Lead Nurture
- email lead nurture - 24 in sequence
- open rate: initially 43.7%, ends at 27%
3. Closing - 35% subscribed to paid service
Case Study: Solar One Media