Relationship Marketing - Your Customers Are Human - lecture for City of Scottsdale small business class
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This presentation discusses relationship marketing and inbound marketing strategies. It argues that inbound marketing should focus on building long-term relationships with customers by treating them as humans, not data. The presentation provides tips for implementing an inbound marketing strategy, such as using social media and blogs to attract customers, using gated content to get email signups, and creating a loyalty program to invest in customers. It stresses that content should be targeted to specific audiences and business goals to build strong customer relationships over time.
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Relationship Marketing - Your Customers Are Human - lecture for City of Scottsdale small business class
- 1. Presentation Template May 27th, 2016 Relationship Marketing Your Customers Are Human
- 2. Mike Jones | @remarkamike Managing Partner & Brand Strategist Bass player and avid coffee home-roaster
- 3. Agenda Inbound Marketing The Relationship Filter Relationship Marketing 1 2 3
- 5. Basic Inbound Strategy Attract Engage Convert Delight
- 6. It’s Cost-effective The content lasts longer & increases your ‘Google juice’. It’s Respectful Don’t interrupt. Rude. It Gets You Better Leads Leads can qualify themselves/it does sales for you. 1 2 3 The Pros
- 7. This is what bad inbound feels like to consumers.
- 8. It’s Transactional not Relational It’s focused on short-term goals and metrics (at the cost of producing real value). It’s All About the Inbox Some customers might not want that kind of relationship. Doesn’t Carry Through The customer experience often breaks down as soon as the customer gets on the phone or in the store or into the product. 1 2 3 The Challenges
- 9. Done Badly
- 10. Done Badly
- 11. Relationship Marketing A New Filter
- 12. The Relationship Filter Inbound Relationships Cust. Exp.
- 13. How to Do Inbound Well Your customers are human. Nobody wants to be treated like a data set.
- 14. Let’s Think of This Like Dating If you do things in marketing you wouldn’t do dating.... You’re creepy. Don’t.
- 15. Flirt ● Social Media ● Blog Posts ● Relevant Ads
- 16. Make Sure You Don’t... Come on Too Strong
- 17. Get Digits ● Gated Content ● Newsletter Sign-ups ● Landing Pages & Calls-to-Action
- 18. Make Sure You Don’t Miss Your Opportunity
- 19. Ask Them Out ● ‘Checkout’ ● Sales Promotions / Emails ● Proposals ● (Don’t forget CRM)
- 20. Keep Investing ● Mo’ Social Media ● Loyalty Program ● Email Campaigns
- 21. The Recipe Building Strong Relationships
- 23. Four Ingredients of Relationship Marketing Brand Audience Goals Execution
- 24. Brand ● Values ● Personality Traits ● Vision Statement ● Visual Guidelines ● Verbal Guidelines
- 25. “The brand the Resound team developed for my business is one of the most valuable things the business has. Why? Because it clearly communicates the heart of who we are.” – Grant Botma, Stewardship Financial
- 26. Take Our Brand Maturity Assessment resoundcreative.com/tools/assess-your-brand/
- 27. Audience ● Demographics ● Psychographics ● Major Pain Points
- 28. Goals ● Pick a Business Goal ● Pick a Project ● Pick some KPIs ● Pick a Timeframe “I think goals should never be easy, they should force you to work, even if they are uncomfortable at the time.” - Michael Phelps
- 29. Execution ● Plan it (Task it Out) ● Do it ● Check back (Analyze) ● Rinse & Repeat
- 30. Four Ingredients of Relationship Marketing Brand Audience Goals Execution
- 31. Questions? Thanks for having me!
- 32. RESOUNDCREATIVE.COM Twitter: @resound Instagram: @resoundcreative Email: gimme@resoundcreative.com
- 33. What about paid advertising?
- 34. Ads are like gasoline for your fire.
- 35. Thing is… you’d better have something substantial to keep burning.
- 36. Ok, so what makes good content?
- 37. You know it when you see it (or when you don’t).
- 38. You know it when you see it (or when you don’t).
- 39. You know it when you see it (or when you don’t).
- 40. You know it when you see it (or when you don’t).
- 41. Good Content is Four Things
- 42. 1. Targeted to a Specific Audience
- 43. 2. Crafted for a Specific Phase Awareness Consideration Decision
- 44. 3. Evergreen or Relevant
- 45. 4. Branded ● Consistent look/language ● Values ● Personality traits
- 47. “Either write something worth reading or do something worth writing about.” – Benjamin Franklin