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How To Attract People That Actually Want To Buy From You

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How can your marketing attract people that actually want to buy from you? It starts with understanding the real impact digital has had on publishers, on marketing, and on us as consumers.

Content marketing has emerged to combat these challenges. But what's the ROI? And how can you use content marketing to attract the right audience?

In this presentation, I provide the tips and tricks to help you reach, engage, and convert new buyers to your business.

Published in: Marketing
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How To Attract People That Actually Want To Buy From You

  1. Find Your Target How To Attract People That Actually Want To Buy From Michael Brenner CEO, Marketing Insider Group Author, The Content Formula @BrennerMichael
  2. The world has changed. Most marketing stinks. Attract people through stories they love.
  3. 1. Digital Changes Everything 2. Content Marketing Emerges 3. How To Find Your Target @BrennerMichael
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  6. Marketing Has A Marketing Problem @BrennerMichael
  7. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style @BrennerMichael
  8. 8© 2014 SAP AG or an SAP affiliate company. All rights reserved. Content marketing trends
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  13. What is the ROI? The First Banner Ad (1994) @BrennerMichael
  14. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Less likely to click on a banner than… @BrennerMichael
  15. Ads don’t work for publishers Ads don’t work for marketers Ads don’t work for consumers
  16. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style
  17. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style 7,000 78% 94% 44% 90% marketing messages per day “Do Not Call” skip TV ads direct mail never opened of emails never opened
  18. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style 80% of CEOs unsatisfied with CMOs. ~ The Fournaise Group @BrennerMichael
  19. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Do you sponsor a team?
  20. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style 40Number of times consumers need to see an ad before sales decline. ~ Advertising Research Foundation, 2016
  21. 23© 2014 SAP AG or an SAP affiliate company. All rights reserved. What’s The ROI?
  22. What’s The ROI?
  23. STOP interrupting what people are interested in and be what people are interested in! @BrennerMichael
  24. 1. Digital Changes Everything 2. Content Marketing Emerges 3. How To Find Your Target @BrennerMichael
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  26. 28© 2014 SAP AG or an SAP affiliate company. All rights reserved. Say they would consider a business based on the value of their content. 82 % *Forbes/Elite Daily study, Jan. 2015. @BrennerMichael
  27. IMAGINE: You show up first in Google
  28. IMAGINE: You own the category www.makeup.com -- (owned by L’Oreal)
  29. IMAGINE: You own the target audiencewww.CMO.com -- owned by Adobe
  30. IMAGINE: You are top resource for consumers https://health.clevelandclinic.org/
  31. IMAGINE: Marketing that attracts new buyers AMEX OPEN Forum is the largest source of new leads for AMEX’s Small Business Division
  32. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Which Ad Had A Higher CTR?
  33. 10X CTR (eConsultancy, 2014; Criteo 2013; Onespot 2015) Re-Targeted Ads Content Works Better 100X CTR 70X Revenue Re-Targeted Banner Ads Re-Targeted Content Re-Targeted Content 0.06% - 0.6% 0.06% - 6.0% $1 - $70
  34. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Marketing That Attracts Your Target Audience Content Marketing What Brands Publish What Customers Want Business Instinct CharityEmpathy
  35. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Marketing Attracts A Larger Audience
  36. http://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/ Content Marketing is Owned Media ”99+ Brand-owned Content Marketing Destinations”
  37. Show me the money!
  38. Content Marketing programs are assets with real value that grows over time. Need proof . . . @BrennerMichael
  39. - 100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Traffic #Articles COMPOUNDING RETURN OF CONTENT MARKETING ________ Content Marketing LEAD$
  40. - 100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Traffic #Articles COMPOUNDING RETURN OF CONTENT MARKETING ________ Content Marketing Revenue Investment -------- >
  41. - 100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Traffic #Articles COMPOUNDING RETURN OF CONTENT MARKETING ________ Content Marketing Revenue Investment -------- > @BrennerMichael
  42. BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS My Free Gift To You: http://bit.ly/content-formula
  43. 1. Digital Changes Everything 2. Content Marketing Emerges 3. How To Find Your Target
  44. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Find Your Target On The Channels They Use -- 81% of Content Discovery Source: KoMarketing Associates Search Email Social
  45. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle stylePRODUCT MARKETING & ADVERTISING Product content Offers Brochures Customer Testimonials Case studies Ads How We Try To Find Our Target Audience 5 15 80
  46. 60-70% of marketing content goes completely unused. *Sirius Decisions @BrennerMichael
  47. Behind every piece of bad content is an executive who asked for it. @BrennerMichael
  48. What the world wants What you know What you love Focus more here The Secret of Life Just a dream Happy but poor Bored #WIN @BrennerMichael Your Target Audience’s Interests
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  50. A Marketing Mission That Attracts Become the premier destination for [what target audience] interested in [what topics] to help them [customer value]. To reach, engage, and convert buyers you would have never seen. @BrennerMichael
  51. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style How Do You Know If You’re Attracting The Right Target?
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  54. Your target audience has a series of questions that must be answered. @BrennerMichael
  55. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle styleYour Audience Middle Early What is / are? Why important Late Who? How much? Where? 1 StageTarget Questions / Challenges Keyword Volume 100 How to? 10 Find Your Target By Anticipating Their Questions @BrennerMichael
  56. 60 Keywordtooldominator.com Ubersuggest.io Keywordtool.io
  57. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style
  58. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style
  59. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style CONTENT MARKETING Articles News Infographics Social Content Quizzes Video Whitepapers Webinars Podcasts How-To Guides Events Newsletters Customer Profiles PRODUCT MARKETING & ADVERTISING Product content Offers Brochures Customer Testimonials Case studies Ads Create Content People Actually Want! 100 1 10 5 15 80
  60. For every 1 piece of product content create 100 pieces of customer content.
  61. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style • Executive PowerPoints - Slideshare • Whitepapers – blog posts • Customer Service and Sales FAQs • Your emails = answers = content • Cover competitor and industry research, video, infographics • Ask 2nd-tier influencers to share their work • Create a list of top influencers, best conferences, best quotes, best stats How To Attract Your Target Without A Budget?
  62. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Organic Search Traffic REACH Unbranded Search Traffic LEADS CONVERT OTHER CONVERSIONS REVENUE Time on Site ENGAGE Social shares Subscriptions Bounce rate Retention Rate Upsells RETAIN Measure Marketing Results --> Subscribers produce 38X ROI --> Subscribers and are 9X more likely to convert @BrennerMichael
  63. Email Subscribers: 90% of Known Content Touch Points in B2B B2B prospects engage with 20 pieces of content before they become a customer. 2 white papers 1 webinar 14 newsletters (70%) 4 lead-nurturing emails (20%) 1 event
  64. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Maturity Audiences Only! Publish content to primary channel Distribute content to the channels your audience uses Convert Leads And Track ROI Optimize Optimize for subscriptions & offers Marketing ROI is the #1 Objective for Marketers in 2016 Documented marketing mission @BrennerMichael
  65. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style CapGemini: Content-Loop.com
  66. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style It’s 6-7X cheaper to keep an existing customer than to acquire a new one. A 5% increase in retention = 95% increase in ROI.
  67. Content consumers 3X more likely to renew. Shane Jordan Digital Marketing Manager Blue Cross BlueShield Alabama
  68. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style When Michael thinks about video pop-up ads. Create content people love.
  69. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style @BrennerMichael
  70. Thank you! Michael Brenner CEO, Marketing Insider Group Author, The Content Formula Book Me To Speak: michael@marketinginsidergroup.com

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