The document provides an overview of key marketing strategies for growing a business. It discusses identifying the target customer and their needs, creating an effective message, and ensuring the message is heard through various marketing channels. It emphasizes the importance of having a clear and concise message focused on the primary customer need. It also discusses building a great website that is easy to use and responsive across devices, as well as the importance of an integrated social media strategy to promote content and engage customers. Monitoring and managing online reviews is also highlighted as important for businesses' online reputation.
Scott Bishop Omaha Advertising Expo Slides - OAX Scott Bishop
Slides from my Omaha Advertising Expo presentation.
How to Sell to the Right People, the Right Product, at the Right Time.
With the always-expanding fragmentation and personalization of media and audiences, businesses are increasingly losing the power to dictate their communications messaging. In today's uphill marketing battle the best way to maximize marketing ROI is to increase relevancy to your audience. In this session you'll learn what makes audiences click, share, and consume content. You'll learn how to make your business relevant to the right audience. And you'll learn how to maximize engagement with your current audience and how to go after the audience you want.
Leading Without Seeing: managing distributed teamsShane Pearlman
The rules are the same. Treat people well. Expect great things from them. Be human. The details though, they make all the difference. Managing the nuances of engagement and productivity with a couple thousand miles between you and your team is both science and art. My name is Shane. I have been running a fully distributed team of 20-40 North American creatives for the last 5 years. Our success has come from a cohesive set of technical and cultural systems: the right people, the right environment and the right tools.
* Build the right team: happy, helpful, curious & accountable
* The rhythm: offer consistency
* Relationships in the void
* Use the right tools
Have you lost direction and focus in your business? Find out how understanding and communicating your core values can help you find your direction again and move your business from the infant or teenage stage, to a mature business.
PR is essential for Entrepreneurs, but its not easy. Here is a simple reference guide to navigate the confusing world of PR. Meant essentially for those who have little PR experience.
Scott Bishop Omaha Advertising Expo Slides - OAX Scott Bishop
Slides from my Omaha Advertising Expo presentation.
How to Sell to the Right People, the Right Product, at the Right Time.
With the always-expanding fragmentation and personalization of media and audiences, businesses are increasingly losing the power to dictate their communications messaging. In today's uphill marketing battle the best way to maximize marketing ROI is to increase relevancy to your audience. In this session you'll learn what makes audiences click, share, and consume content. You'll learn how to make your business relevant to the right audience. And you'll learn how to maximize engagement with your current audience and how to go after the audience you want.
Leading Without Seeing: managing distributed teamsShane Pearlman
The rules are the same. Treat people well. Expect great things from them. Be human. The details though, they make all the difference. Managing the nuances of engagement and productivity with a couple thousand miles between you and your team is both science and art. My name is Shane. I have been running a fully distributed team of 20-40 North American creatives for the last 5 years. Our success has come from a cohesive set of technical and cultural systems: the right people, the right environment and the right tools.
* Build the right team: happy, helpful, curious & accountable
* The rhythm: offer consistency
* Relationships in the void
* Use the right tools
Have you lost direction and focus in your business? Find out how understanding and communicating your core values can help you find your direction again and move your business from the infant or teenage stage, to a mature business.
PR is essential for Entrepreneurs, but its not easy. Here is a simple reference guide to navigate the confusing world of PR. Meant essentially for those who have little PR experience.
Creating successful partnerships with vendors and start upsBrian Pichman
Managing a partnership with vendors is a more effective strategy than building the typical client vendor relationship. A partnership is working together while a typical relationship is more just exchanging cash with product. Join Brian Pichman from the Evolve Project has he coaches you through building a strategic partnership with vendors, aligning yourself with start-ups, and working towards building a more focused approach in your day to day purchases. Brian will talk about the importance of win-win negotiation, networking, and how to work with your community to find extra funding, resources, or new programming ideas.
Building your brand for freelancers and consultantsMolly O'Kane
Consultants and freelancers encounter unique challenges, participants will explore the ways to build a strong personal brand and market presence, and practice communicating the value of their time and expertise. Attract the customers you love working with.
This is a presentation I gave at Rocky Mountain Promotional Products Regional Association on networking at events as well as linkedin. The stories and details are delivered live but this is a good overview of the content.
Presentation on blogger outreach and online PR to the Edinburgh Online Marketing Meetup group - a group of professional marketers, public relations pro's and SEO pro's.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
Sales 101: How to Write an Email that Everyone Responds To Intelligent_ly
Instructor: Michael Pici
If the task you need to complete requires a response how will you coax your reader into replying? As you will find out in this class it is all about content, content, content. Tailoring your email so that it feels personal to the recpient is one sure fire way to elicit a response from them. So get your content creating hats on and let Michael Pici, Sales Specialist at HubSpot, teach you how to develop emails that your recipiant will want to reply to!
What You'll Learn:
How to research your prospect pre-email and phone call
How to craft the perfect email that will always get a response
Technology tricks and shortcuts
This class is for anyone who wants to get better at outreach. This will be just as effective for a first timer, as a seasoned sales rep.
About the Instructor: Michael Pici is an Inbound Marketing and Sales Specialist at HubSpot. He helps organizations develop strategies to attract highly qualified leads by using modern sales techniques to develop a holistic sales and marketing funnel. Michael is a top sales producer, and is the co-author of the Inbound Sales blog: Sell Inbound.
Seeking Wisdom is a podcast that deals with many topics -- ranging from life, to fitness, to entrepreneurship, to the work-life balance.
The show has two hosts. One is 5X startup founder, David Cancel. The other David Gerhardt, a marketer whose career is beginning to take off. David and Dave work together at Drift (a live chat messaging app based in Cambridge, Massachusetts).
It’s a different kind of show -- and people are really liking it.
With over 30 episodes out -- David and Dave have discussed many life lessons on the show and want to share them with you here.
The Seeking Wisdom podcast is supported by a community of listeners who want to get better every day. This slideshare is meant to take the top pieces of advice from the podcast and share them with this community.
Follow Seeking Wisdom Here:
Twitter: https://twitter.com/seekingwisdomio
Medium: https://seekingwisdom.io/
Listen to Seeking Wisdom Here:
SoundCloud: https://soundcloud.com/seekingwisdom
iTunes: https://itunes.apple.com/us/podcast/seeking-wisdom/id1072506427?mt=2
OverCast: https://overcast.fm/itunes1072506427/seeking-wisdom
Stitcher: http://www.stitcher.com/podcast/david-cancel/seeking-wisdom
RSS: http://feeds.soundcloud.com/users/soundcloud:users:193080377/sounds.rss
Follow David (https://twitter.com/dcancel) and Dave (https://twitter.com/davegerhardt) on Twitter.
Creating successful partnerships with vendors and start upsBrian Pichman
Managing a partnership with vendors is a more effective strategy than building the typical client vendor relationship. A partnership is working together while a typical relationship is more just exchanging cash with product. Join Brian Pichman from the Evolve Project has he coaches you through building a strategic partnership with vendors, aligning yourself with start-ups, and working towards building a more focused approach in your day to day purchases. Brian will talk about the importance of win-win negotiation, networking, and how to work with your community to find extra funding, resources, or new programming ideas.
Building your brand for freelancers and consultantsMolly O'Kane
Consultants and freelancers encounter unique challenges, participants will explore the ways to build a strong personal brand and market presence, and practice communicating the value of their time and expertise. Attract the customers you love working with.
This is a presentation I gave at Rocky Mountain Promotional Products Regional Association on networking at events as well as linkedin. The stories and details are delivered live but this is a good overview of the content.
Presentation on blogger outreach and online PR to the Edinburgh Online Marketing Meetup group - a group of professional marketers, public relations pro's and SEO pro's.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
Sales 101: How to Write an Email that Everyone Responds To Intelligent_ly
Instructor: Michael Pici
If the task you need to complete requires a response how will you coax your reader into replying? As you will find out in this class it is all about content, content, content. Tailoring your email so that it feels personal to the recpient is one sure fire way to elicit a response from them. So get your content creating hats on and let Michael Pici, Sales Specialist at HubSpot, teach you how to develop emails that your recipiant will want to reply to!
What You'll Learn:
How to research your prospect pre-email and phone call
How to craft the perfect email that will always get a response
Technology tricks and shortcuts
This class is for anyone who wants to get better at outreach. This will be just as effective for a first timer, as a seasoned sales rep.
About the Instructor: Michael Pici is an Inbound Marketing and Sales Specialist at HubSpot. He helps organizations develop strategies to attract highly qualified leads by using modern sales techniques to develop a holistic sales and marketing funnel. Michael is a top sales producer, and is the co-author of the Inbound Sales blog: Sell Inbound.
Seeking Wisdom is a podcast that deals with many topics -- ranging from life, to fitness, to entrepreneurship, to the work-life balance.
The show has two hosts. One is 5X startup founder, David Cancel. The other David Gerhardt, a marketer whose career is beginning to take off. David and Dave work together at Drift (a live chat messaging app based in Cambridge, Massachusetts).
It’s a different kind of show -- and people are really liking it.
With over 30 episodes out -- David and Dave have discussed many life lessons on the show and want to share them with you here.
The Seeking Wisdom podcast is supported by a community of listeners who want to get better every day. This slideshare is meant to take the top pieces of advice from the podcast and share them with this community.
Follow Seeking Wisdom Here:
Twitter: https://twitter.com/seekingwisdomio
Medium: https://seekingwisdom.io/
Listen to Seeking Wisdom Here:
SoundCloud: https://soundcloud.com/seekingwisdom
iTunes: https://itunes.apple.com/us/podcast/seeking-wisdom/id1072506427?mt=2
OverCast: https://overcast.fm/itunes1072506427/seeking-wisdom
Stitcher: http://www.stitcher.com/podcast/david-cancel/seeking-wisdom
RSS: http://feeds.soundcloud.com/users/soundcloud:users:193080377/sounds.rss
Follow David (https://twitter.com/dcancel) and Dave (https://twitter.com/davegerhardt) on Twitter.
Um breve apanhado das idéias, pensamentos, frases e provocações de Jim Collins, sucessor legítimo de Peter Drucker, o maior teórico dos negócios em todos os tempos.
Presentation from the 'Many-to-One communication; the new format fostering one global company culture at Airbus' session at Social Media in a Corporate Context conference, Amsterdam.
Discover the Real Brand You.
Design thinking to uncover your brand values.
Use Gallop Strength Finder to find your skills and strengths.
Ace linked in to tell compelling brand stories
How to Humanize Your Hospital's Brand -- Step-by-StepKrista Kotrla
Presented by Mayo Clinic Center for Social Media, Ragan Communications and Astute Solutions.
In Krista Kotrla’s new 75-minute webinar, “How to humanize your hospital’s brand—step-by-step,” you’ll find out why the right message matters so much.
Here’s a secret: People don’t really want to pick a hospital. They want someone to help them:
They want answers to questions.
They want acknowledgement of their unique situation.
They want to believe that the people they trust with their health are passionate about helping.
Every industry struggles with being more customer-centric Hospital communicators especially ought to be more patient-centric than brand-centric—always. That means ONE THING: Put more humanity in your messages.
During this webinar, you’ll learn:
How to humanize your brand content
Why you should involve every employee in your content strategy
How to inspire other team members to get involved
5 types of content you should be (but you’re probably not) writing
Why you need to add video to your content marketing
The 2 most underused web pages on almost every hospital site
How to make sure your online brand matches patients’ offline experiences
The Green Bay Area Chamber of Commerce sponsored this session for area business owners and leaders. The session was facilited by Tim McAdow, Director of Marketing and Communication for Integrity Insurance; Tom Clifford, Director of Digital Development at HC Miller, Susan Finco, Owner and President of Leonard & Finco Public Relations; Patrick Hopkins, President of Imaginasium; Robert Jahnke, President of Top Hat Marketing; Diane Roundy, Director of Business Development for Schenck SC
Three Things NOW! - Content Marketing, Listening and Social MediaJoe Pulizzi
Presentation by Joe Pulizzi given at Esource 2009 Utility Marketing Conference. Pulizzi presented the shift from traditional marketing into three key areas - content marketing, listening, and the combination of social media and relevant content distribution.
How To Modernize Your Sales Approach To Drive Business Growth in Cyber SecurityJane Frankland
How to Modernize Your B2B Sales Approach to Drive Growth
This presentation is available as a 60-minute Master Class. It's right for you if you’re a business owner and want to increase your revenue. ONLY attend if you want to understand how to modernize your sales methods to drive growth, better communicate with your buyers and leave your competitors squabbling over your leftovers.
During the class we’ll be looking at how sales is transforming and why now is the time to use modern sales tools to gain an advantage. We’ll also be going through strategy and implementation, which most master classes don’t cover. By the end of this class I guarantee that you’ll be left hungry for more information and curious as to what more your missing!
REGISTER for the master class on business development here: https://jane-frankland.leadpages.net/modern-selling-master-class/
Marketing & Brand Awareness presentation by Liberty County Chamber/CEO, Leah Poole and City of Hinesville Public Relations Director, Brittany Denney, from the June 2017 Lunch & Learn Workshop.
Social Media & Facebook Bootcamp March 2014 - Creating Facebook Content & Fac...Natalie Alaimo
Social Media & Facebook Bootcamp March 2014 - Creating Facebook Content & Facebook Apps (plus online marketing strategy)
The reason most business owner aren't getting results online is because they don't have a strategic plan for their online marketing and social media.
In this presentation we cover the 6 steps to creating a rocking online marketing plan plus a Facebook Content Strategy and Specific Facebook Apps
Social Media Manager, Mary Cate Duffy, just got back from a trip to San Francisco to learn more about marketing and innovation. She created a presentation to share what she learned.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
2. Talking Points…
• Why It Matters
• Whether building a business or just keeping an old one going.
• Marketing 101
• Wrapping your head around the big picture.
• The Creative Conundrum
• How to know what is good when you aren‟t sure you know what is
good.
• New World Media
• From Facebook to Twitter through Instagram, Pinterest, Snapchat
and the Web.
4. An All Too Common Mistake
72% of all small businesses fail in their first two years.
Why?
Because they have a “Field of Dreams” mentality about
their business.
They think, „If You Build It, They Will Come” is an axiom.
The problem is that it isn‟t an axiom. It‟s just an easy way to
go out of business.
5. Now Wait Just a Doggone Minute!
You May Think…
„I‟m not going to start a
business, I‟m going to work
for someone who is already
in business, so I don‟t need
to know this.‟
You May Want to Rethink…
• We never really know which
direction our career will take us
and the world is changing fast.
• Understanding the key
principles of company growth
and effective use of today‟s
media creates a solid
foundation no matter where
you end up.
• Otherwise.. For God‟s sake, go
to Starbucks!
6. A Confession
• Dr. Farwell, Asked me to come and talk about Websites.
• That‟s a little like me coming to you and saying …
• “Gee, I have this pain running down the side of my leg. Will you fix
my leg for me?”
• You‟re thinking – “Well, I‟m not sure the problem is your leg. It could
be your back, your leg or your brain.”
• So we‟re going to talk about a little more than just
websites.
7. WHY YOU SEE SO MUCH
BAD MARKETING
Because most of the time the sole focus of the
marketing exercise is the creative, and most people
design creative that appeals to them instead of to their
customers…
9. Marketing Your Business
• Keeping it basic…
• There are four
fundamental elements
to marketing your
business.
1. Identify Your
Customer
2. Determine Their
Need(s)
3. Create Your
Message
4. Make Your Message
Heard
10. Identify Your Customer
• Any marketing
exercise starts with
one basic step.
• Who are we talking to?
In your business…
• Who is your customer?
• What are the
characteristics of the
customer you want?
• Are you defining a
“valid” customer?
It‟s actually a harder question than you might think!
11. NEEDLE SCRATCHING ON
RECORD SOUND ….
It is very important that you take time to write some of
these things down as you go through the process.
Otherwise in critical moments you will forget critical
factors.
12. A Valid Customer
• Is the customer you‟re describing…
• Identifiable?
• Can you effectively name who they are in a way that is very clear?
• Can you create a “Tommy Bahama?”
• Reachable?
• Is there a place where your customer is likely to see your message?
• And just as importantly, where will they NOT see your message?
• Able to pay?
• You‟d think this would be self explanatory but it isn‟t.
• As an important safety tip, it is important to have customers who can pay.
• Do they have an identifiable need for your product or service?
13. Know Your Customer‟s Need
• You‟re thinking… We‟re physical therapists, their need is
to get better.
• And that‟s partially true, but it isn‟t the whole story.
• The complication is that there are actually a LOT of
physical therapists.
15. The Key is to Stand Out
And this requires a broader understanding of their need.
• “Fix them” by reducing their pain or getting their joints to
work again or better is their primary need.
• Most patients will believe (rightly or wrongly) that most physical
therapists can “fix them.”
• So what is their secondary need?
• Timeliness: “We Get You In And Out On Time.”
• Friendliness: “We have the most understanding therapists in LA”
• Specialty: “ .. You give it a shot …
• Access… “We have the most convenient parking lot to door access
in Los Angeles!”
16. IN A CROWDED
MARKET
Standing out may mean that you emphasize
those secondary or even tertiary needs above
all other.
“We take care of all of your Medicare billing for you and you will
never see a bill.”
17. WHAT ADS HAVE YOU
HEARD
That emphasize the secondary or terciary benefit?
18. Create Your Message
• Don‟t Get Too Cute!
• If your message is that you are knee experts just say, “We
Know Knees.”
• Saying, “Are you Kneedy? Do your Knees Kneed a Break? Let
Us Knead Your Knees,” may sound mildly cute (or rather
bizarre), but it it unlikely to hit home to a person with so many
options.
• Make sure you use a voice that your customer will appreciate.
• Is your customer a young professional?
• Then use short sentences and get to the point.
• Is your customer a senior?
• Then use sentences with enough clarity to make your message clear.
19. Senior CitizenYoung Professional
More Than One Kind of Customer
Convenience
Ease of Access
Medicare Billing
Hot Therapists
Expertise
On Time
Web Based Aids
Patience
High Tech
Friendliness
Hot Therapists
Prioritize Messaging with Highest Overlap
20. BadAd
Uh … Whoops!
A Billboard from
Encinitas California was
actually for
Sunglasses…
Surprisingly, it was
coopted for many other
purposes on twitter and
other social media.
21. Make Your Message Heard
Then
• Doctor Recommendation
• Two Martini Lunch
• Phone Book
• Signage
• Brochure
• In Doctor‟s Office
• Recommendation from a
friend
• Billboard
• But probably not the “sit on
your face” one.
Now
• Doctor Recommendation
• One Martini Lunch?
• Google Search
• Website
• Yelp
• Keep an eye on your reviews
• Takeaway in Doctor‟s
Office
• Steers patient to site
23. A GREAT WAY TO KNOW
YOU‟RE OFF TO A GOOD
START…
Does the marketing exercise start by identifying the
customer or debating this sort of odd color of orange?
24. Jim‟s Approach to Building Creative
• Step One: I hire creative agencies.
• Because I want a broader perspective than I will get from freelance.
• I can do it myself, but any agency will do better work than me.
• My time is worth more than I spend. (on an hourly basis).
• I hire agencies that ask me good questions.
• I don‟t hire agencies that blow smoke.
• Step Two: I give clear direction for finite projects.
• I tell the agency what I want in terms of material, etc., (output) and I
tell them how I will measure success.
• Step Three: I evaluate creative with a methodical
approach
• Because it is too easy to get caught up in “I like this,” “I don‟t like
that” exercises.
25. Jim‟s Creative Evaluation Approach
Content
Does the piece
say what you
want it to say?
Structure
Does the piece
convey the
message in a
way that makes
the priority clear?
“Read Order”
Style
Does the piece
use a visual style
that will appeal
to my customer?
I have to force myself to use this approach every time…
29. BREAK TIME
After the Break.
Websites and New Media
Why Social Matters
How to Make the Web Work For You
30. BadAd
Le Redoute
Leave it to the French.
The ad looks just fine.
Fun Kids.
Cool Clothes.
Nice Beach.
Creepy Naked Dude in
the background.
31. Building a Great Website
• A great website is engaging.
• It fights off the tyranny of the back button
• By making sure the primary message comes through immediately.
• A great website requires no operational thought.
• It is easy to navigate
• And easy to find the information you seek
• A great website is “responsive.”
• It displays readily on whatever device someone chooses to use.
• A great website is well constructed.
• It is built to be indexed by search engines.
• Its images are optimized for rapid display.
• Its navigation works equally well on mobile or desktop.
35. Content Is King
• Search mechanics have
changed.
• Hummingbird
• Google no longer ranks on
Keywords or Metatags
• These components are used to find
content but not to rank results.
• Search ranks on content
relevant to the search.
• What? You didn‟t know this?
• Blogs are extremely powerful.
• Images are powerful, so long as
they are “searchable.”
• A Blog Needn‟t “Blog.”
• Short, easy to read articles
• “Cup-of-Coffee Reads”
• Steps, Interactive Exercises and
How To‟s
• Every post should include key
search terms.
• Physical Therapy, not PT.
Blog Posts Should be “Shared” on Personal and Business Social Media
Content is words and pictures, not tags or labels.
37. The Web Isn‟t Just a Site Anymore
• Any promotional strategy must include applicable social media
channels.
• Facebook. Ubiquitous Reach
• People come to Facebook to Socialize
• Twitter. A quick, simple message
• A daily health thought?
• Pinterest. Used more by women than men
• A back exercise Pin board?
• Instagram. Connected to (Owned by) Facebook
• Gives an image of the Doctors‟ and Therapists‟ humanity.
38. Making the Web Work for You
• All channels are interconnected.
Blog Post
“Friend”
“Likes”
“Like” is
Shared
Searcher
sees Share
Share =
Endorsement
And the most effective strategies use this as an advantage.
39. The “Other” Side of Social
• Customer reviews have become the bane of many small
businesses‟ existence.
• “When I left XXX physical therapy I was in more pain than when I
arrived!”
• The key is to understand that these things are going to
happen.
• Monitor.. Have someone check every morning.
• Respond… “please call us as soon as possible.”
• Overwhelm… Get happy customers to write reviews.
• “Write a review, next visit we‟ll waive your copay.”
• You don‟t need to “join” Yelp to manage reviews
• And joining won‟t make you more likely to be seen.
40. Beware Snakeoil Hucksters
• Small businesses have always been the target of scam
organizations.
• Fire inspections…
• These days, sadly, the biggest challenges are advertising
scams.
• “I can get you on the front page of Google.”
• Use the “mandatory 24 hour cooling off” rule.
• Use common sense.
• If it sounds too good to be true … “________________.”
41. Recap …
• It all starts with the message.
• Who‟s the target customer?
• Who are you talking to?
• What is the best thing to say to them?
• What is the best way to say it?
• Remember the rules for a good website.
• The message is clear.
• It works.
• It‟s social.
• Don‟t get lost in the creative.
• You don‟t want to make my “bad ads” examples.
• When you‟re ready, hire an expert.
• Because you don‟t think it‟s a good idea for me to do therapy on me.
42. THANKS
It‟s an honor to be here today with you all …
Or at least …. With most of you.
Editor's Notes
----- Meeting Notes (3/20/14 09:07) -----What's the worst ad you've seen? Can you name some bad ads?