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Finding Your Sweet Spot of Marketing

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Russell Cummings
Russell Cummings

In this short webinar, James Atkins explores how to develop and deliver content that truly adds value by identifying your marketing sweet spot.

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Finding your Sweet Spot of Marketing 1 James Atkins March 2014
2
4P’s to 4 C’s 3
4
Push and Pull PUSH • Advertising • Direct Mail • Brochures • Sponsorships PULL • Search • Blogs • Articles • Social Media 5 PUSH • Advertising • Direct Mail • Brochures • Sponsorships PULL • Search • Blogs • Articles • Social Media It’s all about CONTENT !
CONTENT MARKETING EVOLVES! 6 Source: Orbit Media
7
8
How to get people listening… …and conversing 1.Validate 2.Educate 3.Share 4.Prove 9 1.Validate 2.Educate 3.Share 4.Prove
Validate • Purpose & Principles • Credentials • Awards • FAQ • Social Media 10 • Purpose & Principles • Credentials • Awards • FAQ • Social Media
Educate • Surveys, #’s, results • White papers • How 2 tips & tricks • Newsletter • Seminars – online & offline 11 • Surveys, #’s, results • White papers • How 2 tips & tricks • Newsletter • Seminars – online & offline
Share • Customer • Partner - other expertise…adjacencies • Republish • Filter, Aggregate 12 • Customer • Partner - other expertise…adjacencies • Republish • Filter, Aggregate
Prove • Testimonials • Product Reviews • Diagnostics • Results • Partnerships 13 • Testimonials • Product Reviews • Diagnostics • Results • Partnerships
How to get people listening… …and conversing 1.Validate 2.Educate 3.Share 4.Prove 14 1.Validate 2.Educate 3.Share 4.Prove
Digestible Solve Problem Finding your Sweet Spot of Marketing 15 Competitive Advantage
Digestible • Context • Accessible • Readability • Format 16 • Context • Accessible • Readability • Format
Solve Problem • Problems • Needs • Insights 17 • Problems • Needs • Insights
Competitive Advantage • Clarity • Relevant • Concrete • Provable 18 • Clarity • Relevant • Concrete • Provable
Digestible Solve Problem Finding your Sweet Spot of Marketing 19 Competitive Advantage
Digestible Solve Problem Competitive Advantage 1) What is digestible for your customers? 2) What problems are you trying to solve? 3) How would you display, quantify or prove your Competitive Advantage? 20 Competitive Advantage 1) What is digestible for your customers? 2) What problems are you trying to solve? 3) How would you display, quantify or prove your Competitive Advantage?
Finding your Sweet Spot of Marketing 21 Questions?
Finding your Sweet Spot of Marketing Subscribe: www.vantagemarketing.com.au Contact: James Atkins jatkins@vantagemarketing.com.au +61 3 9836 0491 22 Subscribe: www.vantagemarketing.com.au Contact: James Atkins jatkins@vantagemarketing.com.au +61 3 9836 0491 Copyright- Vantage Strategy & Marketing, 2014

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Finding Your Sweet Spot of Marketing

  • 1. Finding your Sweet Spot of Marketing 1 James Atkins March 2014
  • 2. 2
  • 3. 4P’s to 4 C’s 3
  • 4. 4
  • 5. Push and Pull PUSH • Advertising • Direct Mail • Brochures • Sponsorships PULL • Search • Blogs • Articles • Social Media 5 PUSH • Advertising • Direct Mail • Brochures • Sponsorships PULL • Search • Blogs • Articles • Social Media It’s all about CONTENT !
  • 6. CONTENT MARKETING EVOLVES! 6 Source: Orbit Media
  • 7. 7
  • 8. 8
  • 9. How to get people listening… …and conversing 1.Validate 2.Educate 3.Share 4.Prove 9 1.Validate 2.Educate 3.Share 4.Prove
  • 10. Validate • Purpose & Principles • Credentials • Awards • FAQ • Social Media 10 • Purpose & Principles • Credentials • Awards • FAQ • Social Media
  • 11. Educate • Surveys, #’s, results • White papers • How 2 tips & tricks • Newsletter • Seminars – online & offline 11 • Surveys, #’s, results • White papers • How 2 tips & tricks • Newsletter • Seminars – online & offline
  • 12. Share • Customer • Partner - other expertise…adjacencies • Republish • Filter, Aggregate 12 • Customer • Partner - other expertise…adjacencies • Republish • Filter, Aggregate
  • 13. Prove • Testimonials • Product Reviews • Diagnostics • Results • Partnerships 13 • Testimonials • Product Reviews • Diagnostics • Results • Partnerships
  • 14. How to get people listening… …and conversing 1.Validate 2.Educate 3.Share 4.Prove 14 1.Validate 2.Educate 3.Share 4.Prove
  • 15. Digestible Solve Problem Finding your Sweet Spot of Marketing 15 Competitive Advantage
  • 16. Digestible • Context • Accessible • Readability • Format 16 • Context • Accessible • Readability • Format
  • 17. Solve Problem • Problems • Needs • Insights 17 • Problems • Needs • Insights
  • 18. Competitive Advantage • Clarity • Relevant • Concrete • Provable 18 • Clarity • Relevant • Concrete • Provable
  • 19. Digestible Solve Problem Finding your Sweet Spot of Marketing 19 Competitive Advantage
  • 20. Digestible Solve Problem Competitive Advantage 1) What is digestible for your customers? 2) What problems are you trying to solve? 3) How would you display, quantify or prove your Competitive Advantage? 20 Competitive Advantage 1) What is digestible for your customers? 2) What problems are you trying to solve? 3) How would you display, quantify or prove your Competitive Advantage?
  • 21. Finding your Sweet Spot of Marketing 21 Questions?
  • 22. Finding your Sweet Spot of Marketing Subscribe: www.vantagemarketing.com.au Contact: James Atkins jatkins@vantagemarketing.com.au +61 3 9836 0491 22 Subscribe: www.vantagemarketing.com.au Contact: James Atkins jatkins@vantagemarketing.com.au +61 3 9836 0491 Copyright- Vantage Strategy & Marketing, 2014