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Establishing Focused Marketing Goals - WistiaFest 2015

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Establishing Focused Marketing Goals - WistiaFest 2015

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Establishing Focused Marketing Goals - WistiaFest 2015

  1. @MACKFOGELSON focused #WISTIAFEST 2015 WORKSHOP with Mack Fogelson establishing marketing goals
  2. WHAT ARE YOUR VIDEOS g h HELPING YOU ACCOMPLISH? @MACKFOGELSON
  3. @MACKFOGELSON Oliver Emberton The more directions you’re being pulled in, the less you’ll travel. “ “
  4. time to get focused SO THAT YOU CAN PRODUCE GREAT VIDEOS @MACKFOGELSON that will help your company accomplish big things. https://download.unsplash.com/photo-1421986527537-888d998adb74
  5. @MACKFOGELSON AND ALSO SO THAT YOU CAN ALIGN YOUR TEAMS and work toward the same overarching goals. https://download.unsplash.com/photo-1415889678233-eb900aeee9e1
  6. THE FOCUS CANVAS g h TO HELP YOU FOCUS AND STUFF @MACKFOGELSON
  7. @MACKFOGELSON Your 
 Focus Canvas
  8. THERE ARE 8 PARTS g h TO THE FOCUS CANVAS @MACKFOGELSON
  9. YOUR FOCUS CANVAS TIMEFRAME @MACKFOGELSON Refresh your Focus Canvas every three to four months.1
  10. YOUR MEANING BEYOND MONEY @MACKFOGELSON Why your company exists beyond making a profit.2
  11. WHY YOU’RE DIFFERENT @MACKFOGELSON These characteristics inform your value. 3
  12. THE VALUE YOUR COMPANY PROVIDES @MACKFOGELSON Your value must be unique to your company.4
  13. WHAT YOU’RE TRYING TO ACCOMPLISH @MACKFOGELSON The business & brand goals that are part of the overarching vision. 5
  14. WHO YOUR CUSTOMERS ARE @MACKFOGELSON The people you’re providing value to and connecting with. 6
  15. HOW YOU’RE HELPING YOUR CUSTOMERS @MACKFOGELSON The questions you’re answering and the value you’re delivering. 7
  16. WHAT’S IMPORTANT NOW @MACKFOGELSON What you’re focusing on in the short-term to accomplish goals. 8
  17. TODAY WE WILL FOCUS g h IN-DEPTH ON 3 PIECES OF THE CANVAS @MACKFOGELSON
  18. @MACKFOGELSON YOUR MEANING BEYOND MONEY WHAT YOU’RE GOING TO ACCOMPLISH WHAT’S IMPORTANT NOW 2 5 8
  19. THE ORANGE SLIDE g h MEANS APPLY STUFF TO YOUR CANVAS @MACKFOGELSON
  20. OK KIDS g h LET’S GET THIS PARTY STARTED @MACKFOGELSON
  21. YOUR FOCUS CANVAS TIMEFRAME @MACKFOGELSON Refresh your Focus Canvas every three to four months.1
  22. YOUR MEANING BEYOND MONEY @MACKFOGELSON Why your company exists beyond making a profit.2
  23. @MACKFOGELSON Brian Solis Companies with a higher purpose 
 are more profitable than those 
 that just think about the bottom line. “ “
  24. pho @MACKFOGELSON meaning beyond money This is the stuff that earns a community, makes for happier employees, and provides a strategic advantage over your competition. https://download.unsplash.com/photo-1431391284046-6951bdb680c9
  25. PATAGONIA’S MEANING BEYOND MONEY @MACKFOGELSON is working to be a responsible company: both socially and environmentally.
  26. OK, kids g h LET’S WATCH A VIDEO @MACKFOGELSON
  27. https://www.youtube.com/watch?v=7muOgpX8vaQ
  28. @MACKFOGELSON
  29. GOLDIEBLOX’S MEANING BEYOND MONEY @MACKFOGELSON is helping girls develop an affinity for science, technology, and engineering.
  30. OK, kids g h LET’S WATCH ANOTHER VIDEO @MACKFOGELSON
  31. https://vimeo.com/104670437
  32. TRAVELING VINEYARD’S MEANING BEYOND MONEY @MACKFOGELSON is helping people find more satisfaction in their lives.
  33. OK, kids g h LET’S WATCH ONE MORE VIDEO @MACKFOGELSON
  34. https://travelingvineyard.wistia.com/medias/0qqitox1ov
  35. YOUR MEANING g h DOESN’T HAVE TO BE A WORLDLY CAUSE @MACKFOGELSON
  36. MEANING RESOURCES http://mackwebsolutions.com/2015/04/lead-meaning-marketing/ @MACKFOGELSON http://mackwebsolutions.com/2015/03/using-focus-build-long-term-momentum-responsive-companies/
  37. WHY YOU’RE DIFFERENT @MACKFOGELSON These characteristics inform your value. 3
  38. THE VALUE YOUR COMPANY PROVIDES @MACKFOGELSON Your value must be unique to your company.4
  39. VALUE & USP RESOURCES https://strategyzer.com/value-proposition-design @MACKFOGELSON http://www.forbes.com/sites/theyec/2015/04/22/how-to-craft-the-ultimate-60-second-startup-pitch/ http://conversionxl.com/value-proposition-examples-how-to-create/ http://www.helpscout.net/blog/value-proposition/
  40. NOW iT’S YOUR TURN g h TO APPLY STUFF TO YOUR CANVAS @MACKFOGELSON
  41. OK KIDS g h LET’S KEEP THIS PARTY GOING @MACKFOGELSON
  42. WHAT YOU’RE TRYING TO ACCOMPLISH @MACKFOGELSON The business & brand goals that are part of the overarching vision. 5
  43. THIS IS EXACTLY g h WHY GOALS ARE SO IMPORTANT @MACKFOGELSON
  44. CORE MEANING DRIVES MARKETING GOALS @MACKFOGELSON
  45. GOALS DETERMINE STRATEGY 
 THAT DRIVES TACTICS CORE MEANING DRIVES MARKETING GOALS @MACKFOGELSON
  46. TACTICS WORK TOWARD THE COMPANY YOU WANT 
 TO BECOME GOALS DETERMINE STRATEGY 
 THAT DRIVES TACTICS CORE MEANING DRIVES MARKETING GOALS @MACKFOGELSON
  47. THERE ARE 3 g h TYPES OF GOALS YOU NEED TO IDENTIFY @MACKFOGELSON
  48. VISIONARY GOAL WHAT IS THE VISIONARY GOAL OF YOUR COMPANY? @MACKFOGELSON What does your company want to accomplish over the next 2-3 years?
  49. BUSINESS GOALS WHAT ARE YOUR COMPANY’S REVENUE GOALS? @MACKFOGELSON What are the quantitative benchmarks your team must reach?
  50. BRAND GOALS WHO IS THE COMPANY YOU WANT TO BECOME? @MACKFOGELSON What are the qualitative benchmarks for which you’re held accountable?
  51. exercise time LET’S WORK THROUGH SOME STUFF @MACKFOGELSON so that you can identify goals for your team.
  52. pho @MACKFOGELSON WHERE ARE you TODAY?
  53. pho @MACKFOGELSON WHERE ARE you GOING?
  54. pho @MACKFOGELSON HOW WILL 
 YOU GET THERE?
  55. NOW iT’S YOUR TURN g h TO APPLY STUFF TO YOUR CANVAS @MACKFOGELSON
  56. WHO YOUR CUSTOMERS ARE @MACKFOGELSON The people you’re providing value to and connecting with. 6
  57. PERSONA RESOURCES http://www.amazon.com/The-Essential-Persona-Lifecycle-Building/dp/0123814189 @MACKFOGELSON https://moz.com/blog/personas-understanding-the-person-behind-the-visit
  58. HOW YOU’RE HELPING YOUR CUSTOMERS @MACKFOGELSON The questions you’re answering and the value you’re delivering. 7
  59. TOUCHPOINT RESOURCES http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/ @MACKFOGELSON https://docs.google.com/spreadsheets/d/16JyunaF9CzTUVzXTZEMfmoFcvKVJ8v3bybJE6J8bOtM/edit#gid=702829276
  60. WHAT’S IMPORTANT NOW @MACKFOGELSON What you’re focusing on in the short-term to accomplish goals. 8
  61. exercise time LET’S WORK THROUGH SOME LISTS @MACKFOGELSON so that you can identify challenges and opportunities for your team.
  62. @MACKFOGELSON
  63. HOW THE HECK g h DO I PICK WHAT’S IMPORTANT NOW? @MACKFOGELSON
  64. BEWARE OF SHINY THINGS @MACKFOGELSON http://www.gratisography.com/
  65. NOW iT’S YOUR TURN g h TO APPLY STUFF TO YOUR CANVAS @MACKFOGELSON
  66. @MACKFOGELSON Your 
 Focus Canvas
  67. AS YOU LEAVE g h BE SURE TO REMEMBER THIS STUFF @MACKFOGELSON
  68. pho @MACKFOGELSON IT TAKES WORK TO FOCUS https://download.unsplash.com/photo-1426927308491-6380b6a9936f
  69. pho @MACKFOGELSON STAY ALIGNED WITH GOALS https://download.unsplash.com/uploads/14127101912749510b8ed/82743738
  70. pho @MACKFOGELSON START FROM MEANING http://jimlindlauf.areavoices.com/files/2013/03/Starting-Line.jpg
  71. @MACKFOGELSON http://mackwebsolutions.com/connect CONNECT WITH US http://mackwebsolutions.com/wistiafest2015 GET THE LINK BUNDLE

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