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Eric Keiles - Strategy Before Tactics

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Build a website! Do a blog post! Write a white paper! Marketers get caught up creating the tactics but are then disappointed when the results don't equal their efforts. To get great results, marketers should be spending more time on STRATEGY. When you create a solid differentiation strategy that makes your target market go "wow", that's when Inbound Marketing starts. Once you have that great strategy, the rest of the tactics become a whole lot easier. Join Eric Keiles, CMO of Square 2 Marketing, as he frames their step-by-step methodology on how to get great inbound marketing results. Join him for actual case studies, data and examples of how companies like yours blew past their goals and objectives using Inbound Marketing. Learn the five essential components of a great Inbound Marketing strategy. Create realistic goals and objectives and then a plan to achieve those metrics. Finally, learn how to create campaigns to deliver that unique story to the target market.

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Eric Keiles - Strategy Before Tactics

  1. 1. #INBOUND16 STRATEGY BEFORE TACTICS The Secret To Achieving Amazing Inbound Marketing Results ERIC KEILES, CMO SQUARE 2 MARKETING
  2. 2. #INBOUND16 WARNING About To Enter The Uncomfortable Zone
  3. 3. #INBOUND16 1. Why Strategy Before Tactics? 2. Understanding Buyer Behavior Changes 3. Getting Started on Strategy 4. Cascading Your Story Into Content 5. Funnel & Conversions 6. Campaigns & Lead Generation 7. Q&A TODAY’S AGENDA
  4. 4. #INBOUND16 1 WHY STRATEGY BEFORE TACTICS?
  5. 5. #INBOUND16 “MY INBOUND MARKETING ISN’T PRODUCING AND I DON’T KNOW WHY?!?”
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  14. 14. #INBOUND16 2 UNDERSTANDING BUYER BEHAVIOR CHANGES
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  16. 16. #INBOUND16 Question: How Would You Go About Choosing a New Vendor?
  17. 17. #INBOUND16 Question: Why Would You Assume Your Prospects Are Behaving Any Differently???
  18. 18. #INBOUND16 Courtesy of Nielson 90 percent trust peer recommendations
  19. 19. #INBOUND16 Courtesy of Nielson 84 percent will take action based on the opinion of others
  20. 20. #INBOUND16 Courtesy of Nielson 75 percent rely on social media to inform purchasing decisions
  21. 21. #INBOUND16 3 GETTING STARTED ON STRATEGY
  22. 22. #INBOUND16 DO PERSONAS… AND GO!
  23. 23. #INBOUND16 I DON’T WANT TO DO STRATEGY! TACTICS ARE MORE FUN!
  24. 24. #INBOUND16 1. Who’s my perfect buyer (persona)? 2. What pains & problems do they have? 3. How can my company solve those pains and problems? 4. How can our solution be “remarkable”? The FOUR Key Questions:
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  28. 28. #INBOUND16 Edgecrafting
  29. 29. #INBOUND16 Let’s Try a Few… Volunteers, please!
  30. 30. #INBOUND16 4 CASCADING THE STORY INTO CONTENT
  31. 31. #INBOUND16 IT HAS TO BE ABOUT THEM… NOT YOU!
  32. 32. #INBOUND16 IT HAS TO BE ABOUT THEM… NOT YOU!
  33. 33. #INBOUND16 The Red & Blue Test It’s About Them - Not You! No! Yes!
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  37. 37. #INBOUND16 Headlines & Offers
  38. 38. #INBOUND16 Headlines - The Essence Of What You Can Do To Help Your Prospects and Clients
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  42. 42. #INBOUND16 Headlines - The Essence Of What You Can Do To Help Your Prospects and Clients Offers - Always Emanates From Pain
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  49. 49. #INBOUND16 Survey conducted online within the United States by Harris Interactive on behalf of Janrain from June 28 – July 2, 2013 among 2,091 U.S. adults What Will Consumers Give Up To Get Relevant Content? 25% – Chocolate for a month 21% – Smart phone for a day 13% – Sex for a month
  50. 50. #INBOUND16 Think Like A Publisher …NOT An Advertiser!
  51. 51. #INBOUND16 5 FUNNEL & CONVERSIONS
  52. 52. #INBOUND16 The Inbound Marketing Content Funnel
  53. 53. #INBOUND16 6 CAMPAIGNS & LEAD GENERATION
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  57. 57. #INBOUND16 What’s The Strategy?
  58. 58. #INBOUND16 Target Sourcing
  59. 59. #INBOUND16 Marketing Machine
  60. 60. #INBOUND16 Time Time Time Time Time The Marketing Machine™
  61. 61. #INBOUND16 “Sneezers”
  62. 62. #INBOUND16 Let Them Tell Your Story!
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  64. 64. #INBOUND16 Selfie!
  65. 65. #INBOUND16 The Mission… Offer #1: Get The Slides Offer #2: Complimentary Assessment of Your Inbound Marketing Program www.square2marketing.com/blue-sheet
  66. 66. #INBOUND16 7 QUESTIONS?
  67. 67. #INBOUND16 Thank You! Eric Keiles 215-491-0100 eric@square2marketing.com www.square2marketing.com Please Connect with Me! @Square2 LinkedIn

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