The document provides a comprehensive guide on marketing by educating the community, targeting customers, generating leads through events, and reaching out effectively. It emphasizes the importance of building relationships, leveraging social media for engagement, and educating prospects over direct selling to establish trust and authority. Strategies include crafting informative content, organizing developer meetups, and utilizing guest speakers to enhance visibility and credibility in the market.

1. Zack Miller, King of Hatch
Marketing Your Company
By
Educating Your Community

2. Part 1: Targeting Customers

3. Where to start:
¨ Set up realistic goals
¨ Find the trigger point
¨ Solve a problem
¨ Present yourself as an authority

4. Where To Find Prospects:
¨ Create lead-generating events
¤ Exclusive invite group
¤ Find (or be) a cheerleader
¤ Create an email invite
¤ Ask to join + bring a friend, be specific about who can
join
¤ Amazing content- your event can’t suck

5. Lead-Generating Events:
q Bring prospects to You
q Give authority status
q Bring aggressive pipeline leads
q Room for growth

6. Part 2: How To Reach Out

7. 4 Elements to Grow Sales Pipeline
¨ Business Cards
¨ Social
¨ Email Campaigns
¨ Make it super easy to say yes

8. Business Cards
¨ Take an inventory of who you want to target and
then breakup into separate groups.
¨ Only keep the ones who you can grow immediately
in front of you.
¤ So your time isn’t wasted chasing ones that won’t
convert.
¨ Create a spreadsheet with items such as name,
email, and how you know the person.
¨ The goal is to pinpoint potential and divide them
into relationships and opportunities.

9. EVERYTHING IS ABOUT
RELATIONSHIPS

10. Social
¨ Use SOCIAL to your advantage. You have a
network of people that you are friends with or
follow and are likely to engage with you when you
provide them with something of interest or
education.
¨ You cannot expect to sell on your first interaction,
instead, educate your potential customers and then
hard sell at a later time. Typically six interactions
later.

11. Convince Your Visitors You Are:
1. Trustworthy
2. Credible
3. The best damn product they
can buy in the World!

12. Email
¨ How easy have you made it for your visitors to:
1. Find you
2. Give data in exchange for data
3. Understand who you are and what you do
¨ What information are you willing to give up in
return for your visitors email?
¨ Begin communicating and educating around your
product, but without directly selling

13. Part 3: How To Sell

14. Educate
¨ If people aren’t learning from you, they won’t come
back.
¨ Educate, while not giving away your special sauces
for free.
¨ Think of the broadest amount of information you
can give away.
¨ Once a critical mass is established, funnel them
down leads and encourage them to purchase.

15. Be different.
¨ The average human is exposed to thousands of
advertisements a day. Not the best way to reach
your target.
¤ 1/5,000 chance
¨ Instead, be different, think outside of the box.
Educate rather than push sales.
¨ Deposit more than you withdraw.
¨ Dive down the funnel and figure out who really is
interested

16. How Can You Educate Potential and
Current Customers?
1. Dummies Guide to <insert topic>
2. Tour a recently finished project
3. Guest Speakers

17. Dummies Guide
¨ Take a broad topic and break it down into several
smaller parts and each part is split by giving even
more examples.
¨ Collect all the data and either create written
whitepapers about or host an event on the topic.

18. Project Tour
Developer Meetups
q Every Friday, we would invite the developer
community to our to showcase a new tool, feature or
problem we solved on a current project.
q Because we were teaching our industry new tools,
this organically made us the authority in web
development.

19. Guest Speakers
¨ Allow others to do the educating for you.
¨ The great thing about a panel discussion is you will
be able to leverage 3-4 times more marketing
alone from those who are speaking.

20. Ask, Ask, Ask.