Nurture marketing presentation

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This ppt was done as part of a seminar on nurture marketing. The full seminar replay is available leadingresults.com under free-stuff.

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Nurture marketing presentation

  1. 1. Nurture  Marke*ng   The  Drip  that  Fills  the  Cup  of  Success  
  2. 2. Who  Are  We?   •  Marke*ng  services  firm  –  coaching  and  consul*ng       1:1  Coaching,  Group  Coaching     Frac*onal  VP  of  Marke*ng     Referral  Marke*ng  Coaching  and  Classes     Social  Media  Coaching  and  Learning   •  Authorized  Duct  Tape  Marke*ng  coaches   •  Offices  in  Boston  and  Philadelphia   •  Clients  throughout  North  America   •  We  help  our  clients  stop  was*ng  money  on   marke*ng  that  does  not  create  results  
  3. 3. Agenda   What  is  nurture  marke*ng     Why  nurture  marke*ng   Nurture  marke*ng  approach   Calendar  approach   Tracking   Offer  
  4. 4. What  is  Nurture  Marke*ng?   •  Nurture  Marke*ng  is  the  process  of   con*nually  engaging  a  prospect  with  offers   based  on  your  unique  value,  and  invi*ng  them   to  respond  for  deeper  engagement  
  5. 5. A  prospect  is…   Leading  Results  Sales  Pipeline  Defini*ons:   •  Suspect  –  A  company  or  person  that  you  suspect  can   use  your  product  or  service   •  Prospect  –  A  suspect  you  have  had  some  level  of   engagement  with   •  Lead  –  A  prospect  in  an  ac*ve  sales  cycle     •  Customer  –  Someone  who  has  spend  money  with  you   •  Sa*sfied  Customer  –  A  customer  that  will  act  as  a   reference  for  you   •  Evangelist  –  A  customer  that  ac*vely  promotes  your   product/service/company  
  6. 6. Marke*ng  is…    GeVng  someone,  who  has  a  need,  to  know,  like   and  trust  you….    So  that  they  will  try,  buy,  repeat  purchase  and   refer  you  and  your  organiza*on.  
  7. 7. The  Marke*ng  Hourglasssm   Know   Like   Trust   Try   Buy   Repeat   Refer   ©  Duct  Tape  Marke.ng  –  all  rights  reserved  
  8. 8. Why  Nurture  Marke*ng  is  So  Important   Know   • Who  and  how   • Ads   • Referrals   Like   • Web  site/blog   • Recep*on   • Newsle[er   Trust   • Search   • Expert  content   • Sales  presenta*on   Try   • Webinar   • Evalua*on   • Nurturing   Buy   • Service  team   • New  customer  kit   • Finance/delivery   Repeat   • Post  project  survey   • Cross  selling   • Quarterly  events   Refer   • Results  reviews   • Partner  intros   • Peer2peer  events   ©  Duct  Tape  Marke.ng  –  all  rights  reserved  
  9. 9. Steps  for  Successful  Nurture  Marke*ng   •  Database  Segmenta*on   •  Thema*c  Defini*on   •  Calendar  of  Ac*vi*es   •  Consistency  
  10. 10. 1  –  Database  Segmenta*on   •  Suspect,  Prospect,  Lead,  Customer?   •  Consider    Role  or  *tle    Loca*on    Interest    Ownership  of  engagement   •  Quality  data  yields  quality  results  
  11. 11. 2  –  Thema*c  Defini*on   •  Value  based    Content  that  educates    Content  that  builds  trust   •  Creates  engagement  opportunity   •  Themes:    Not  about  your  product  or  service    Value  is  delivered    Broad  enough  for  sub-­‐topics  
  12. 12. Content  that  Builds  Trust   •   Exper*se   •   Valida*on    Reviews    Tes*monials  
  13. 13. Content  that  Educates   •   White  papers   •   Webinars   •   FAQs   •   Success  stories   •   Tes*monials  
  14. 14. Engagement  Opportuni*es   •  Demonstra*ons   •  Workshops   •  Downloads   •  Audits  /  Reviews   •  Contests  
  15. 15. Consistency  Counts   How  oben?   •  Once  a  month  (average)  BUT   Vary  the  approach  
  16. 16. Tac*cs  and  Delivery   Core  Tac*cs   •  Newsle[ers   •  Conversa*ons  (phone  &  F2F)   •  Webinars     •  1:1  Value  Offers    
  17. 17. Sample  Newsle[er  TOC   •  One  or  two  main  ar*cles   •  Some  quick  *ps  related  to  your  theme   •  Other  sources  of  informa*on   •  Quick  success,  tes*monial  or  quote   •  Item  of  interest  
  18. 18. Other  Passive  Nurture  Tac*cs   •  Educa*onal  email  series     •  Value  Content  Offers   •  Tes*monial  Stories    &  Videos   •  Reviews    
  19. 19. Example  Webinar  Agenda   •  Introduc*on   •  Problem  Statement     •  Things  to  consider  in  the  solu*on   •  Presenta*on  of  your  solu*on   •  Demonstra*on  (as  appropriate)   •  Summary  of  info  presented   •  Call  to  Ac*on   •  Q  &A  and  contact  info  
  20. 20. Other  1:Many  Tac*cs   •  Group  Entertainment   •  In  Person  Seminars   •  Twi[er   •  Blogging   •  Slideshare           •  YouTube  (educa*onal)    
  21. 21. 1:1  Offers   •  Audits     •  Evalua*ons   •  Quotes   •  Custom  reports  or  analysis     •  Market  Comparison  
  22. 22. How  do  I  manage  it  -­‐  Sample  Calendar  A  
  23. 23. How  do  I  manage  it  -­‐  Sample  Calendar  A  
  24. 24. What  if  no  one  reads/a[ends/responds   •  Remember  the  purpose   •  Recycle  and  reuse   •  Feeds  the  spiders  
  25. 25. Tracking   •  Response  -­‐  Integral  for  future  planning    Opens    Registra*ons    A[endees    Connects    Responses   •  Conversions  
  26. 26. Summary   •  Nurture  marke*ng  is  about    Consistency    Varia*on  in  engagement  approach    Thema*c  support    Crea*on  and  repurposing  of  assets   •  Know-­‐>Like,  Like-­‐>Trust,  Trust-­‐>Try   •  Track  your  impact  to  improve  your  results    
  27. 27. What  Next   •  Marke*ng  Hour  Glass  Audit    You  complete  our   ques*onnaire    We  spend  an  hour  or  so  with   you  to  review  your  marke*ng   against  the  Marke*ng  Hour   Glass   Email  Us  or  Call  Us  
  28. 28. We  help  small  businesses  stop  was*ng  money  on  marke*ng   Thank  You  &  Ques.ons   Please  take  a  moment  to  complete  the  post   presenta*on  eval  that  you  will  receive  shortly   Contact  Us   Web:  www.leadingresults.com   Email:  info@LeadingResults.com   Phone:  888-­‐717-­‐1715   Twi[er:  @LeadingResults  ;  @LauraBLorenz   FaceBook:  facebook.com/leadingresults  

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