The document provides guidance on developing a strategic marketing plan using an inbound marketing approach. It discusses leveraging existing marketing assets to attract and engage customers through relevant content. The plan involves setting goals based on understanding the target market, then creating messaging, choosing appropriate channels, and establishing a content schedule. It emphasizes tracking results, tweaking ineffective strategies, and growing efforts over time by recycling high-performing content across new channels. The goal is to attract and delight customers so they promote the business through word-of-mouth.

1. E X P L O R I N G W A Y S T O M A X I M I Z E T H E
M A R K E T I N G A S S E T S O F Y O U R C O M P A N Y T O
B U I L D M O M E N T U M A N D C L I E N T S .
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2. T H I S I S S U P E R C O O L
I T ’ S N O T T H E O N L Y W A Y
I ’ M N O T S A Y I N G I T ’ S R I G H T F O R Y O U
I ’ M J U S T S A Y I N G I T ’ S S U P E R C O O L
Disclaimer

3. I N B O U N D v s . O U T B O U N D
R E A C H & R E C Y C L E C O N C E P T
B U I L D I N G Y O U R P L A N
G O A L S
A S S E T S
M A R K E T
S T R A T E G I C P L A N
T R A C K
T W E A K
G R O W
Alternative Advertising

4. Inbound Outbound
Attract Interrupt
Inbound vs. Outbound
It’s like BNI: A Givers Gain Mentality

5. Inbound Marketing Concept
 It is not a tactic, channel or technology. It’s a way to approach your
marketing to capitalize the way consumers make buying decisions
today.
 Inbound marketers understand that people value personalized, relevant
content and connections.
 It allows you to attract visitors, convert leads, close customers and
delight them into promoting your business to others.

7. Examples of Inbound Marketing
INBOUND MARKETING
(AKA “free” traffic sources)
News/Media/PR
SEO
Email
Research/White Papers
Infographics
Social Networking
Webinars
Forums
Online Video
Document Sharing
Q&A Sites
Word of Mouth
Blogs + Blogging
Direct Traffic
Comment Marketing
Direct/Referral Links Podcasting
Social Bookmarking

8. Did you
just say
FREE?
 Inbound marketing is not free
 Your time is valuable
 These items take time
 If you’re not truly interested in
doing them yourself don’t, you
can hire people to do these tasks
for you
 Although it’s NOT free it can be
cost effective

9. Transition
from Sales
Funnel to
Hour Glass
A cultural sales shift
from hunting to farming.

10. Build an online bridge to your customers.
Reach & Recycle
Your
Audience
Closed
Business
Facebook
Email
Marketing
Blog &
Website
Pinterest
Other possible digital components of your marketing bridge:
Twitter, LinkedIn, Houzz, Google+, YouTube, Google AdWords

11. Don’t just build a bridge, cast a net.
Reach & Recycle
Your
Audience
Closed
Business
WEBSITE
Blog
Email
Marketing
Facebook
Pinterest

12. Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan

13. Poor Goals Examples
 List higher on Google search results
 If you effectively engage in inbound marketing your site will
naturally rank higher, it’s a way to measure success
 Increase Facebook fans
 Fans will join you because of your actions and conversations, this
is an effect of good interactions and can be a measurement tool
 Keeping up with the Jones’
 It’s easy for potential clients to see if you’re genuinely trying to
engage them for their benefit or yours
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-
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14. Good Goals Examples
 Reaching a different demographic
 Those elusive 30 something’s skirt traditional marketing in many
ways with untraditional buying and decisions making trends
 Develop current client relationships
 Making your current client base into a referral source and also cross
selling to those with existing relationships
 Increase sales by $x
 Keeping your pipeline full by continually interacting with people who
are not in your target demographic yet but will be
 Expand to a new geographical area
 The Internet goes almost everywhere, so can you with a bit of effort
and strategic planning
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15. Great Goals Examples
 Provide resources for young couples looking to buy a home
 Those resources may guide them through this decision, and you
may get a phone call to look at one of the listings
 Help business owners make strong marketing decisions
 By establishing yourself as an expert those same business owners
may turn to you for your marketing services
 Educate and inspire followers to decorate home with passion
 Inspiration is a true gift and you may get a resounding thank you
by increased visitors to you website that may become customers
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16. Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan

17. Leverage
Your
Marketing
Assets
Anything your company
has that can be utilized
to create reach.
Reach can be:
• Bought
• Borrowed
• Built
Client & Non-Client Contacts
• Email List
• Mailing Address List
• Facebook Friends/Fans
• Twitter Followers
• Blog Followers
• Email Subscribers
Capital
• Services for Trade
• Funds to Invest
Staff
• Sales
• Designers
• Writers
• Delivery Truck Drivers
• Interns
• Kids
Ready Made Marketing
Materials
• Previously Designed Ads
• Testimonials
• Portfolio Photos
• Ad Specialty Items
Sphere of Influence
• Strategic Alliances
• BNI Chapter
• Rotary Group
• Neighborhood Association
• Church
• Gym
• Country Club
Location
• Shared Building Space
• Signage
• Window/Display Space
• Sidewalks
Equipment
• Printer
• Company Cars
• CRM
• Smart Phones
Processes
• Checkout
• Sales

18. T H E W H O L E T E A M H A S T O B E O N B O A R D O R
I T ’ S A D E A L K I L L E R
CULTURE CHECK

19. Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan

20. Market Review
Interests
Income
Gender
Education
Level
Communication
Style
Life Style
Age
Location
Relationship
Who are you
speaking to?
What value can you
create that will
help a person at a
specific point in
their life make a
decision to use
your service?

21. W H E N T R Y I N G T O R E A C H T O E V E R Y O N E Y O U
E N D U P T O U C H I N G T O N O O N E A T A L L
C O N S I D E R C R E A T I N G B U Y E R P E R S O N A S T O
H E L P Y O U S E E Y O U R S E L F I N T H E S H O E S O F
Y O U R T A R G E T M A R K E T
Talk to Someone Special, Not
Everyone in General

22. Potential Clients Competition
 Location
 Primary referral sources
 Marketing Efforts
 Clients
 Strategic Alliances
 Communication preferences
 Online reading sources
 Organizations
 Social media outlets
 Digital and traditional media
trends
 Look for companies
experiencing exponential
growth for ideas
 Practices of those you admire in
other communities like ours
 Companies outside of your
industry effectively
communicating with your
target market
Market Review
SBDC offers services to assess your current clients and their media preferences

23. Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan

24. Strategic Plan Components
Message
what
Application
how
Medium
where
Schedule
when
 Then narrow down all of your ideas
 Visit your core values as a company, how can you give back and gain
as a side effect?
DREAM BIG!

25. All marketing content is essentially composed to
achieve the same goal:
To get people to read it.
Message
what

26. Message
what
 Look around you
everywhere you go
 Nurturing your strategic
partnerships
 Looking at what others
like (especially when in an
area that caters to your
market)
 Look for inspiration
everywhere, even your
competitors
 Correct bridge burning
problems as quickly as
possible
Awareness Builds Inspiration
You don’t just have to write about what you do.
You do have to write about topics of value to your audience.

27. Message
what
Direct Sales Approach
Examples
 Promotions/Deals
 Price driven decisions
 Commodities
 Commercials
 Timely
 Sales Persons Enforce
Arguments
 Interrupt
 Good for immediate buyers
 Noise, not memorable
 Not building a relationship
 Not building a promoter
Communicating With and For
Are you promoting or conversing?

28. Message
what
Indirect Sales
Examples
 Testimonials
 Photo Galleries
 Writing
 Newsletters
 Success Stories
 Surveys
Arguments
 Giving prospects what they need
to judge your company
 Listening to your audience in a
controlled setting
 Could build a promoter if the
sales and post sale process is right
Communicating With and For

29. Message
what
Thought Leader/Industry Expert
Examples
 Written, Photo & Video
Tutorials
 Authoring
 Guides
 White Papers
 Books
 Trend & Comparison
Reports
 FAQ’s
Arguments
 Builds credibility
 Memorable
 Shares company values
 Creates a reason to return
 Fosters relationships with
future buyers
Communicating With and For

30. Strategic Plan Components
 Staff
 Equipment
 Client lists
 Processes
 Non-Client
Contacts
 Money/Trade
 Location
How the message will be delivered:
Use your assets to cost effectively deliver your message.
Message
what
Application
how
Medium
where
Schedule
when

31. Application
how
How can you use your assets to build more assets?
Builder vs. Driver

32. Strategic Plan Components
 Blog (Yours or Others)
 Email Marketing
 Social Media
 Direct Mail
 Print Advertising
 Newsletters (Yours or Others)
 Doorknobs
Where your message will be most effectively be distributed:
Message
what
Application
how
Medium
where
Schedule
when

33. Strategic Plan Components
 Daily
 Weekly
 Monthly
 Bi-Monthly
 Quarterly
 Time of year
 Time of month
 Day of the week
 Time of day
When will the message be delivered:
Message
what
Medium
where
Application
how
Schedule
when

34. Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan

35.  Invest in what works
 Unique URLs for each
advertising medium
 Draw conclusions from
web analytics
 Regularly reviewing
results in all mediums
 Track click > lead >
close, not just clicks
 Estimate the value of
the activities based on
closed business
 Review changes in
sales and interactions
over time
Tracking
Biggest Excuse for Not Tracking: Fear of Failure

36. Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan

37. Focus on what’s working and do more of it!
 Give viewers more of
what they like
 Add more assets to
campaigns and
mediums that work
 Review for cultural pit
falls
 Don’t let pride get in
the way of success
 Keep up with your
competition and
industry trends
Tweaking

38. Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan

39. Growing
 Add new mediums as they are built and become
appropriate
 Recycle content throughout additional mediums
 Grow your reach to grow promoters and grow your
business

40. I N B O U N D v s . O U T B O U N D
R E A C H & R E C Y C L E C O N C E P T
B U I L D I N G Y O U R P L A N
G O A L S
A S S E T S
M A R K E T
S T R A T E G I C P L A N
T R A C K
T W E A K
G R O W
Alternative Advertising

41. T H A N K Y O U
Questions?