This document provides guidance on creating marketing campaigns that prospects and customers will love. It recommends producing a compelling marketing offer, placing the offer on your website, nurturing leads who convert on that offer, and promoting the offer. Some key points include mapping offer content to the customer decision process, developing follow-up emails that bring leads back and address their needs over time, choosing the right social networks to promote each offer, and measuring campaign success to replicate effective strategies. The goal is to attract customers by addressing their challenges rather than directly selling to them.

1. A Lovable Marketing Campaign
How to create marketing campaigns prospects and customers will love
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2. People don’t like to be sold…
but they love to buy!
“If they like you,
and they believe in you,
and they trust you,
and they have confidence in you…
then they MAY buy from you.
- Jeffrey Gitomer
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3. How to Create a Lovable
Marketing Campaign
Produce a Compelling Marketing Offer
Place the Offer on Your Website
Nurture the Leads who Convert on That Offer
Promote the Offer
Measure Your Success
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5. What is a Lovable Offer?
• Offers can take any number of formats
• Ebooks
• Whitepapers
• Webinars
• Demos
• Tip Sheets
• Infographics
• Videos
• Templates
• And so on… 5

6. Create a Lovable Offer
Make sure your offer is attractive to your customer
persona
• What challenges do your customers typically have?
• What keeps them up at night?
• What topics have been interesting to past leads?
• How do their questions/needs change over time?
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7. Create a Lovable Offer
Map your content to the stages of the decision process:
• What questions do new leads have?
• What questions do people need answered right
before they buy?
• How does a persona’s needs change over time?
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8. You have a lovable offer.. Now what?
• Once you build a major offer, you need people to find it and
get it.
• It’s like if you build a major theme park, you need to have the
roads, bridges, and billboards that bring people there.
• Call to action buttons are like the billboards.. they make your
offer visible.
• Blogging, social media, and email is like the roads and
bridges.. they help people get to your offer.
• Landing pages and forms are like the tickets people need to
buy to get into the theme park.
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9. Place the Offer on Your Website
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10. Placing the Offer On Your Website
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11. Nurture Leads Who Convert
Show Love to Your Leads
• Develop emails that bring leads back to you.
• Email content needs to address persona specific needs.
• Schedule emails based on persona sales cycle.
• Start at the top of your persona sales cycle and work
DOWN.
• Test, Test, Test!
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12. Nurture Leads Who Convert
Email #1 Download Our New Lead Generation
Day 10 eBook
Email #2 Watch “How Using Targeting Email can
Day 20 Increase Leads”
Email #3 Receive a Demo of the HubSpot Contacts
Day 40 Tool
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13. Nurture Leads Who Convert
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14. Promote the Offer
How to properly promote your offer through social media
• Decide on the timing.
• Choose what social networks work best for this offer
• Use a Hashtag
• Change up your messages
• Measure your success and replicate what works.
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15. Promote the Offer
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16. Measure Your Campaign
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17. Build Lovable Marketing Campaigns
Because people don’t like to be sold, but they love to buy!
• Webbright can help you
create marketing
campaigns your prospects
will love
• Visit us online to learn
more about our campaign
packages.
• webbrightservices.com
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