This marketing presentation discusses key concepts for effective marketing including positioning, lead generation, and conversion. It emphasizes the importance of marketing relevance and trust from both online and offline communities. Specifically, it outlines four essentials for effective positioning including being distinctive, relevant, frequent, and consistent. It also discusses the difference between outbound and inbound marketing approaches and lists strategies for each. Finally, it stresses the importance of having a digital presence through content sharing, social media engagement, and consistency in order to build trust and earn relevance with target audiences.

1. this is a
marketing presentation.

3. no,
really?

4. marketing:
any effort that assists or
supports a sale (or a goal)

5. positioning
lead generation
conversion

6. 1
positioning
lead generation
conversion

7. marketing relevance.
it’s about mattering
to your audience.

8. positioning marketing relevance

9. are you truly
relevant?

10. marketing relevance begins
with your battle cry.

11. that single statement that
drives you from within.

12. the ultimate driving experience

13. Four eSSentialS
to effective positioning:
1. distinctive

14. Four eSSentialS
to effective positioning:
1. distinctive
2. relevant

15. Four eSSentialS
to effective positioning:
1. distinctive
2. relevant
3. frequent

16. Four eSSentialS
to effective positioning:
1. distinctive
2. relevant
3. frequent
4. consistent

17. 2
positioning
lead generation
conversion

18. outbound marketing
can be targeted. and expensive.

19. outbound marketing: PuSh
advertising
direct mail
online media
public relations

20. inbound marketing
is being there when
they bite.

21. inbound marketing: Pull
search marketing
social media
blogs
content sharing
word-of-mouth (referrals)

22. three eSSentialS
of effective lead generation:
1. strategic planning
2. actionable tactics
3. call-to-action

23. 3
positioning
lead generation
conversion

24. leadS to
tourS to
SaleS to
advocateS.

25. three eSSentialS
to successful conversion:
1. sales support
2. automated prospect
management
3. goals, tracking & reporting

26. call tracking

27. call reporting

28. marketing reporting

29. eblast reporting

30. web analytics

31. 1 2 3
positioning
lead generation
conversion

32. so, what workS today?

33. relationShiPS

34. relationShiPS
both online and off

35. they start with truSt

36. your oFFline community

37. oFFline community trust:
1. get considered
2. be followed
3. create advocates

38. what does
reSearch tell uS?

39. 17,000 people
29 countries
16-54
ages
quot;When did we star t trusting strangers?quot; McCann Worldwide, Research 11.08

40. 2%
will trust the recommendations
of a stranger online before believing
claims in your paid advertising

41. 58%
actively participate in social media

42. 5%
post and share personal photographs

43. your online community

44. online community trust:
1. be seen
2. be current
3. be transparent
4. be interactive
5. be sticky

45. are we Sticky?

46. if not, it is time to
Join the converSation

48. it is time to
have a digital PreSence

49. SO WHAT IS
DIGITAL PRESENCE?
E
PEOPL
G
IN
ADMIN DESIGN
CURRENT CONTENT
AR
CONTENT SHARING
SH
CS
PI
CONTENT HTML
EOS
VID
KEYWORD
YOU.COM
CMS DB GUI
SEARCH
PUB
LIS
HIN
G
OPEN SOURCE FLASH
PR
&
NE
W
BL
S
CALEN
OG
SUPPORT DESIGN
S
DARS
CLIENT ACCESS
DEVELOPMENT
DESIGN

50. SO WHAT IS
DIGITAL PRESENCE?
E
PEOPL
G
IN
ADMIN DESIGN
CURRENT CONTENT
AR
CONTENT SHARING
SH
CS
PI
CONTENT HTML
EOS
VID
KEYWORD
YOU.COM
CMS DB GUI
SEARCH
PUB
LIS
HIN
G
OPEN SOURCE FLASH
PR
&
NE
W
BL
S
CALEN
OG
SUPPORT DESIGN
S
DARS
CLIENT ACCESS
DEVELOPMENT
DESIGN

51. no silver bullets a cocktail, not a formula
our belieFS today
not monopoly money experience, not experiments

52. do you need
marketing relevance?

53. let us
helP you.

54. this was our
marketing presentation.

55. Five SimPle take-awayS*:
1. know who you are
2. know your audience
3. help them find you
4. create relevance
5. earn their trust

56. Five SimPle take-awayS*:
1. know who you are
2. know your audience
3. help them find you
4. create relevance
5. earn their trust
*create a digital presence

57. thank you.
chriS hill chris@hillmullikin.com
864.505.9556 www.hillmullikin.com