How to Stop Wasting Money on Traditional Marketing and Reach Your Buyers Directly

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Presentation to United States Naval Academy Alumni Association, Hampton Roads Chapter, September 11, 2013

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How to Stop Wasting Money on Traditional Marketing and Reach Your Buyers Directly

  1. 1. How to Stop Wasting Money on Traditional Marketing and ReachYour Buyers Directly United States Naval Academy Alumni Association Hampton Roads Chapter September 11, 2013 Tuesday, September 10, 2013
  2. 2. Tuesday, September 10, 2013
  3. 3. Tuesday, September 10, 2013
  4. 4. If you only read one marketing book, read this one. Tuesday, September 10, 2013
  5. 5. The marketing playbook is broken. The Marketing Playbook Is Tuesday, September 10, 2013
  6. 6. ..The Marketing Playbook is BROKEN. Tuesday, September 10, 2013
  7. 7. Tuesday, September 10, 2013
  8. 8. Tuesday, September 10, 2013
  9. 9. Source: Bureau of Labor Statistics Tuesday, September 10, 2013
  10. 10. This Is Not Our Parents World Anymore Tuesday, September 10, 2013
  11. 11. http://www.youtube.com/watch?v=TXD-Uqx6_Wk Tuesday, September 10, 2013
  12. 12. People hate being marketed to Tuesday, September 10, 2013
  13. 13. People can avoid your marketing messages Tuesday, September 10, 2013
  14. 14. People can research your company or product without contacting you Tuesday, September 10, 2013
  15. 15. n = 1,460 Source: Corporate Executive Board Now, buyers are at least 57% through buying process before they FIRST contact the seller Customer Due Diligence Begins Customer’s First Contact with Supplier Customer Purchase Decision Through this period customers have largely decided on their needs, leaving suppliers to compete on price. 57% Complete Tuesday, September 10, 2013
  16. 16. Now the buyer is in control Tuesday, September 10, 2013
  17. 17. But, there is a silver lining Tuesday, September 10, 2013
  18. 18. Marketing success now has more to do with the size of your brain... ...than the size of your wallet. Tuesday, September 10, 2013
  19. 19. So what’s the secret to marketing success today? Tuesday, September 10, 2013
  20. 20. Think Like a Publisher Tuesday, September 10, 2013
  21. 21. Tuesday, September 10, 2013
  22. 22. Tuesday, September 10, 2013
  23. 23. Tuesday, September 10, 2013
  24. 24. Also Known As... Tuesday, September 10, 2013
  25. 25. Tuesday, September 10, 2013
  26. 26. Tuesday, September 10, 2013
  27. 27. Tuesday, September 10, 2013
  28. 28. If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing. ~Guy Kawasaki Tuesday, September 10, 2013
  29. 29. Inbound Marketing Methodology Tuesday, September 10, 2013
  30. 30. Blogging “No matter what, the very first piece of social media real estate I'd start with is a blog.” -Chris Brogan Tuesday, September 10, 2013
  31. 31. Companies that blog get 55% more website traffic than those that don’t blog. Tuesday, September 10, 2013
  32. 32. Companies that blog get 70% more leads than those that don’t blog. Tuesday, September 10, 2013
  33. 33. 57% of companies have acquired a customer through their blog. Tuesday, September 10, 2013
  34. 34. Once you have remarkable content, spread the word with social media Tuesday, September 10, 2013
  35. 35. Social Media “Content is fire. Social media is gasoline.“ -Jay Baer Tuesday, September 10, 2013
  36. 36. Niche Blog Example Tuesday, September 10, 2013
  37. 37. Tuesday, September 10, 2013
  38. 38. Tuesday, September 10, 2013
  39. 39. Tuesday, September 10, 2013
  40. 40. Tuesday, September 10, 2013
  41. 41. ThankYou! • www.ArtilleryMarketing.com/Incoming Presentation & Survey: Tuesday, September 10, 2013
  42. 42. Photo Credits • http://www.flickr.com/photos/pagedooley/4757032987 (clouds) • http://www.flickr.com/photos/adactio/2802920748/ (mute button) • http://www.flickr.com/photos/markjsebastian/325820210 (internet research) • http://www.flickr.com/photos/antonjackson/6897860342 (wrestlers) • http://www.flickr.com/photos/malakhkelevra/4951863053/ (top secret) • http://www.flickr.com/photos/lincolnian/2341252716 (55) • http://www.flickr.com/photos/lincolnian/863664806 (70) • http://www.flickr.com/photos/big-ashb/7004347156 (57) • http://www.flickr.com/photos/erix/55243213 (speakers) Tuesday, September 10, 2013

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