HOW TO TURN YOUR       MARKETING INTO A LEAD-          SUCKING VORTEXFriday, February 22, 13
Today’s Agenda                          1   Introduce Content Marketing                          2   Give Examples of Succ...
HOW I       BUILT       MY FIRST       COMPANYFriday, February 22, 13
Friday, February 22, 13
Friday, February 22, 13
WE FOUND OUR   LIST, AND     THEN...Friday, February 22, 13
WE CALLED THEMFriday, February 22, 13
Friday, February 22, 13
Friday, February 22, 13
THE CRASH OF 2007Friday, February 22, 13
MY STRATEGY STOPPED                  WORKINGFriday, February 22, 13
IN 2008 I    SOLD    MYACOMPANY AND    TOOK MINI RETIREMENTFriday, February 22, 13
TIME FOR A TIME OUT                          AND A NEW APPROACHFriday, February 22, 13
THANE MAKE MILLIONS BY   SPENDING HUNDREDS OF       THOUSANDS ON        ADVERTISINGFriday, February 22, 13
REAL ESTATE     MELT DOWNFriday, February 22, 13
I CAN OUTSPEND      MY COMPETITIONFriday, February 22, 13
GUESS HOW                          THAT TURNED                             OUT?Friday, February 22, 13
WHAT WAS       I DOING       WRONG?Friday, February 22, 13
MY STRATEGY   WAS FLAWEDFriday, February 22, 13
OUTBOUND MARKETING                            WASN’T WORKINGFriday, February 22, 13
WHY?Friday, February 22, 13
PEOPLE ARE                          OVERWHELMEDFriday, February 22, 13
THEY DON’T    WANT YOU TO    TRY HARDER   TO REACH THEMFriday, February 22, 13
What does this                          MEAN                          for marketers?Friday, February 22, 13
GETTING                            ATTENTION                          IS HARDER THAN EVERFriday, February 22, 13
Let me ask you a               QUESTIONFriday, February 22, 13
are you                             partying      Yes.      marketing                          like its 1999?   No.Friday,...
If   Yes.                                      you are                                  definitely...Friday, February 22, 13
Friday, February 22, 13
and...Friday, February 22, 13
YOUR                marketing               SUCKS.Friday, February 22, 13
To succeed, you               need to...Friday, February 22, 13
STOP INTERRUPTING PEOPLE FROM       WHAT THEY ARE INTERESTED INFriday, February 22, 13
BECOME IN       WHAT PEOPLE ARE INTERESTEDFriday, February 22, 13
In-bound Mar-ket-ing                     - noun                   Any tactic that relies on earning people’s interest     ...
WHAT WAS THE                          LAST THING YOU                             BOUGHT?Friday, February 22, 13
Friday, February 22, 13
GETTING STARTED WITH           CONTENT MARKETINGFriday, February 22, 13
BUYING STARTS                           WITH SEARCHFriday, February 22, 13
STEP 1  CONTENT STRATEGYFriday, February 22, 13
KNOW YOUR   AUDIENCE               What keeps them                          AWAKE?What do they desire MOST?               ...
HELP THEMFriday, February 22, 13
TARGET LONG TAIL KEYWORDSFriday, February 22, 13
NO SHORTCUTSFriday, February 22, 13
DEVELOP A                          LEAN MODELFriday, February 22, 13
BECOME THE WIKIPEDIA               FOR YOUR NICHEFriday, February 22, 13
Friday, February 22, 13
2008Friday, February 22, 13
2008Friday, February 22, 13
2008                            $250,000                          Marketing BudgetFriday, February 22, 13
2008                             $250,000                           Marketing Budget                          Sales: $4,00...
2008           2012                             $250,000                           Marketing Budget                       ...
2008           2012                             $250,000                           Marketing Budget                       ...
2008               2012                             $250,000            $20,000                           Marketing Budget...
2008                2012                             $250,000             $20,000                           Marketing Budg...
Friday, February 22, 13
2008Friday, February 22, 13
2008                          Leads from Internet                                       Web                               ...
2008              2012                          Leads from Internet                                       Web             ...
2008                    2012                          Leads from Internet    Leads from Internet                          ...
2008                    2012                          Leads from Internet    Leads from Internet                          ...
2008                       2012                          Leads from Internet       Leads from Internet                    ...
2008                       2012                          Leads from Internet       Leads from Internet                    ...
2008                        2012                          Leads from Internet        Leads from Internet                  ...
STEP 2CONTENT PRODUCTIONFriday, February 22, 13
Friday, February 22, 13
CREATE A CONTENT CALENDARFriday, February 22, 13
WRITEFriday, February 22, 13
START A               PODCAST              (INTERVIEW OTHERS)Friday, February 22, 13
CREATE VIDEOSFriday, February 22, 13
CREATE REPORTSFriday, February 22, 13
STEP 3   CONTENT DISTRIBUTIONFriday, February 22, 13
SOCIAL                          INFLUENCE                            MAJOR                           DRIVER OF            ...
Friday, February 22, 13
STEP 4   MARKETING AUTOMATIONFriday, February 22, 13
LIFECYCLE MARKETINGFriday, February 22, 13
SEGMENT            YOUR         PROSPECTSFriday, February 22, 13
BEHAVIORAL SEGMENTATIONFriday, February 22, 13
98% OF CONSULTS  BECOME MEMBERSFriday, February 22, 13
REVENUE DOUBLED WITHIN 12 MONTHSFriday, February 22, 13
Friday, February 22, 13
Friday, February 22, 13
Resources                   for your JOURNEYFriday, February 22, 13
http://brightIdeas.co                          http://contentmarketinginstitute.com                          http://SEOmoz...
Content Strategy             Creating Content             Distributing Content             (SEO & Social)             Meas...
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How to turn your marketing into a lead sucking vortext

  1. 1. HOW TO TURN YOUR MARKETING INTO A LEAD- SUCKING VORTEXFriday, February 22, 13
  2. 2. Today’s Agenda 1 Introduce Content Marketing 2 Give Examples of Success 3 Highlight ResourcesFriday, February 22, 13
  3. 3. HOW I BUILT MY FIRST COMPANYFriday, February 22, 13
  4. 4. Friday, February 22, 13
  5. 5. Friday, February 22, 13
  6. 6. WE FOUND OUR LIST, AND THEN...Friday, February 22, 13
  7. 7. WE CALLED THEMFriday, February 22, 13
  8. 8. Friday, February 22, 13
  9. 9. Friday, February 22, 13
  10. 10. THE CRASH OF 2007Friday, February 22, 13
  11. 11. MY STRATEGY STOPPED WORKINGFriday, February 22, 13
  12. 12. IN 2008 I SOLD MYACOMPANY AND TOOK MINI RETIREMENTFriday, February 22, 13
  13. 13. TIME FOR A TIME OUT AND A NEW APPROACHFriday, February 22, 13
  14. 14. THANE MAKE MILLIONS BY SPENDING HUNDREDS OF THOUSANDS ON ADVERTISINGFriday, February 22, 13
  15. 15. REAL ESTATE MELT DOWNFriday, February 22, 13
  16. 16. I CAN OUTSPEND MY COMPETITIONFriday, February 22, 13
  17. 17. GUESS HOW THAT TURNED OUT?Friday, February 22, 13
  18. 18. WHAT WAS I DOING WRONG?Friday, February 22, 13
  19. 19. MY STRATEGY WAS FLAWEDFriday, February 22, 13
  20. 20. OUTBOUND MARKETING WASN’T WORKINGFriday, February 22, 13
  21. 21. WHY?Friday, February 22, 13
  22. 22. PEOPLE ARE OVERWHELMEDFriday, February 22, 13
  23. 23. THEY DON’T WANT YOU TO TRY HARDER TO REACH THEMFriday, February 22, 13
  24. 24. What does this MEAN for marketers?Friday, February 22, 13
  25. 25. GETTING ATTENTION IS HARDER THAN EVERFriday, February 22, 13
  26. 26. Let me ask you a QUESTIONFriday, February 22, 13
  27. 27. are you partying Yes. marketing like its 1999? No.Friday, February 22, 13
  28. 28. If Yes. you are definitely...Friday, February 22, 13
  29. 29. Friday, February 22, 13
  30. 30. and...Friday, February 22, 13
  31. 31. YOUR marketing SUCKS.Friday, February 22, 13
  32. 32. To succeed, you need to...Friday, February 22, 13
  33. 33. STOP INTERRUPTING PEOPLE FROM WHAT THEY ARE INTERESTED INFriday, February 22, 13
  34. 34. BECOME IN WHAT PEOPLE ARE INTERESTEDFriday, February 22, 13
  35. 35. In-bound Mar-ket-ing - noun Any tactic that relies on earning people’s interest rather than buying it.Friday, February 22, 13
  36. 36. WHAT WAS THE LAST THING YOU BOUGHT?Friday, February 22, 13
  37. 37. Friday, February 22, 13
  38. 38. GETTING STARTED WITH CONTENT MARKETINGFriday, February 22, 13
  39. 39. BUYING STARTS WITH SEARCHFriday, February 22, 13
  40. 40. STEP 1 CONTENT STRATEGYFriday, February 22, 13
  41. 41. KNOW YOUR AUDIENCE What keeps them AWAKE?What do they desire MOST? How can you HELP?Friday, February 22, 13
  42. 42. HELP THEMFriday, February 22, 13
  43. 43. TARGET LONG TAIL KEYWORDSFriday, February 22, 13
  44. 44. NO SHORTCUTSFriday, February 22, 13
  45. 45. DEVELOP A LEAN MODELFriday, February 22, 13
  46. 46. BECOME THE WIKIPEDIA FOR YOUR NICHEFriday, February 22, 13
  47. 47. Friday, February 22, 13
  48. 48. 2008Friday, February 22, 13
  49. 49. 2008Friday, February 22, 13
  50. 50. 2008 $250,000 Marketing BudgetFriday, February 22, 13
  51. 51. 2008 $250,000 Marketing Budget Sales: $4,000,000Friday, February 22, 13
  52. 52. 2008 2012 $250,000 Marketing Budget Sales: $4,000,000Friday, February 22, 13
  53. 53. 2008 2012 $250,000 Marketing Budget Sales: $4,000,000Friday, February 22, 13
  54. 54. 2008 2012 $250,000 $20,000 Marketing Budget Marketing Budget Sales: $4,000,000Friday, February 22, 13
  55. 55. 2008 2012 $250,000 $20,000 Marketing Budget Marketing Budget Sales: $4,000,000 Sales: $4,500,000Friday, February 22, 13
  56. 56. Friday, February 22, 13
  57. 57. 2008Friday, February 22, 13
  58. 58. 2008 Leads from Internet Web 35% Other 65%Friday, February 22, 13
  59. 59. 2008 2012 Leads from Internet Web 35% Other 65%Friday, February 22, 13
  60. 60. 2008 2012 Leads from Internet Leads from Internet Web Web 35% 90% Other 65% 10%Friday, February 22, 13
  61. 61. 2008 2012 Leads from Internet Leads from Internet Web Web 35% 90% Other 65% 10% 1Friday, February 22, 13
  62. 62. 2008 2012 Leads from Internet Leads from Internet Web Web 35% 90% Other 65% 10% Sales Appointment Time 1 Decreased by 60 minutesFriday, February 22, 13
  63. 63. 2008 2012 Leads from Internet Leads from Internet Web Web 35% 90% Other 65% 10% Sales Appointment Time 1 Decreased by 60 minutes 2Friday, February 22, 13
  64. 64. 2008 2012 Leads from Internet Leads from Internet Web Web 35% 90% Other 65% 10% Sales Appointment Time 1 Decreased by 60 minutes 2 Closing Rate DoubledFriday, February 22, 13
  65. 65. STEP 2CONTENT PRODUCTIONFriday, February 22, 13
  66. 66. Friday, February 22, 13
  67. 67. CREATE A CONTENT CALENDARFriday, February 22, 13
  68. 68. WRITEFriday, February 22, 13
  69. 69. START A PODCAST (INTERVIEW OTHERS)Friday, February 22, 13
  70. 70. CREATE VIDEOSFriday, February 22, 13
  71. 71. CREATE REPORTSFriday, February 22, 13
  72. 72. STEP 3 CONTENT DISTRIBUTIONFriday, February 22, 13
  73. 73. SOCIAL INFLUENCE MAJOR DRIVER OF SEOFriday, February 22, 13
  74. 74. Friday, February 22, 13
  75. 75. STEP 4 MARKETING AUTOMATIONFriday, February 22, 13
  76. 76. LIFECYCLE MARKETINGFriday, February 22, 13
  77. 77. SEGMENT YOUR PROSPECTSFriday, February 22, 13
  78. 78. BEHAVIORAL SEGMENTATIONFriday, February 22, 13
  79. 79. 98% OF CONSULTS BECOME MEMBERSFriday, February 22, 13
  80. 80. REVENUE DOUBLED WITHIN 12 MONTHSFriday, February 22, 13
  81. 81. Friday, February 22, 13
  82. 82. Friday, February 22, 13
  83. 83. Resources for your JOURNEYFriday, February 22, 13
  84. 84. http://brightIdeas.co http://contentmarketinginstitute.com http://SEOmoz.org http://ilovemarketing.com http://socialmediaexaminer.com http://hubspot.com http://infusionsoft.comFriday, February 22, 13
  85. 85. Content Strategy Creating Content Distributing Content (SEO & Social) Measuring SuccessFriday, February 22, 13

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