Simple Steps to Great Marke0ng
CONTENTS: 1 INTRODUCTION TO INBOUND MARKETING 2 UNDERSTAND YOUR BUYER(S) 3 YOUR KEY DIFFERENTIATOR(S) 4 HOW INBOUND MARKETING WORKS 5 INTRODUCTION TO SOCIAL ADVISORS
1 WHAT IS INBOUND MARKETING? The promotion of a company through blogs, podcasts, video, eBooks, newsletters, whitepapers, SEO, physical products, social media marketing, and other forms of content marketing which serve to attract customers through the different stages of the purchase funnel.
Inbound marketing in a nutshell: Market with a magnet, not a sledgehammer.
INBOUND IS AN APPROACH TO MARKETING THAT REACHES TODAY’S CONSUMER. Get found by qualified Understand what leads online with content pulls your content (website buyers through the pages, blog articles, sales funnel. social messages) optimized for search and social media.
WHY INBOUND MARKETING WORKS. Inbound marketing is a philosophy based on the fact that consumers buy differently today than they did 15 or more years ago.
THINK ABOUT IT. TODAY. PRE-INTERNET. • Buyer: Well-informed. • Buyer: Relatively • Buyer Journey: Fluid and uninformed. random. Starts social and • Buyer Journey: Linear. search. • Marketing Playbook: • Marketing Playbook: Interrupt (cold calls and Thought leadership through advertising). content creation.
PERMISSION BASED MARKETING IS REPLACING INTERRUPTION BASED MARKETING. By aligning the content you publish with your customer’s interests, you can earn permission to market to prospects that you can convert into leads, close into customers, and delight to the point they come promoters of your brand.
CONTENT CREATION. You create targeted content that answers your customer's basic questions and needs, and you share that content far and wide to find your next clients, customers or members.
IN SUMMARY, INBOUND MARKETING IS ABOUT ... • Building trust, not skepticism among your prospects. • Being loved, not ignored by your customers. • Outsmarting, not outspending your competitors.
2 WHO IS YOUR BUYER. Why it is important to identify your buyer(s)? • To better understand your customers’ needs and your value to them. • To build sales and marketing strategies. • Define the direction/evolution of your business. • Better understanding leads to better performance.
UNDERSTAND YOUR BUYER(S) • Hobbies • Personal demographics • Personal Interests • Education • Social life/associations/ • Industry organizations • Company Size • Purchasing decisions • Position • How is their performance judged
UNDERSTAND WHO YOUR BUYER IS NOT! • No budget • Too old or too young • Live too far away • Cost too much to acquire • Unlikely to buy more than once
3 KNOW YOUR KEY DIFFERENTIATORS. We all work in a competitive environment. What is a characteristic of your business that sets you apart from your competitors?
KEY DIFFERENTIATORS MUST HAVE 3 CHARACTERISTICS. 1 Is it true? For professional services, outline customer expectation. No hidden fees, no surprises. 2 Can you prove it? Survey your customers/clients/members. Understand why they work with you. 3 Is it relevant? Understand your audience and specialize
IDENTIFYING YOUR KEY DIFFERENTIATORS. • Specialize in an industry or type • Offer a high-end solution • Develop visible experts • Location matters • Dominate your market with an • Technical advantage impressive client list • Efficiency leads to superior pricing • Focus on a notable accomplishment • Look and act differently
4 THE METHODOLOGY. HOW INBOUND WORKS. Attract Convert Close Delight Promoters Strangers Visitors Leads Members Blog Calls-to-Action Email Social Media Social Media Landing Pages Personalization Smart-Tagging SEO Forms Sales Indicators Email
STEP 1: ATTRACT STRANGERS AND TURN THEM INTO VISITORS. Tools to attract strangers to your Attract site include: • Social Media – Targeted Lead Generation Strangers Visitors • Search – Organic & Paid • Retargeted Advertising Blog Social Media SEO • Display Advertising
SEARCH: ATTRACT STRANGERS AND TURN THEM INTO VISITORS. • Google My Business for local Attract listings • Paid – Google Adwords • Display – Google Network Strangers Visitors • Organic SEO Blog Social Media SEO
LOCAL SEARCH: CLAIM YOUR LISTINGS. Attract Strangers Visitors Blog Social Media SEO
SEARCH: DEVELOP YOUR KEYWORD STRATEGY FOR PAID AND ORGANIC LISTINGS. Attract • Where are you located • Where do you sell • What do you sell, describe in Strangers Visitors detail • Who do you sell to Blog Social Media SEO • Google.com/adwords
SEARCH: RULE ORGANIC SEO. • Consistent relevant content Attract updates • Great social media presence • Accurate directory listings Strangers Visitors • Google My Business listing • Links from other websites Blog Social Media SEO • Relevancy is imperative
SOCIAL: ATTRACT STRANGERS AND TURN THEM INTO VISITORS. • Target Facebook Advertising for Attract Lead Generation • Participate in groups that fit your target audience Strangers Visitors • Provide content that will matter to your target buyers Blog Social Media SEO • Deliver them to your website or storefront
SOCIAL: FACEBOOK & LINKEDIN TARGETING. Attract Strangers Visitors Blog Social Media SEO
RETARGETING: CONTINUE TO INFLUENCE PREVIOUS WEBSITE VISITORS. Attract Strangers Visitors Blog Social Media SEO
DISPLAY: PLACE YOUR ADS ON RELEVANT WEBSITES. Attract Strangers Visitors Blog Social Media SEO
STEP 2: CONVERT WEBSITE VISITORS INTO LEADS. Attract Convert Close Delight Promoters Strangers Visitors Leads Customers Blog Calls-to-Action Email Social Media Social Media Landing Pages Personalization Smart-Calls-to- SEO Forms Sales Indicators Action Email
STEP 2: CONVERT WEBSITE VISITORS INTO LEADS. Tools to convert visitors into leads Convert include: • Relevant Compelling Content • Calls-to-Action Visitors Leads • Landing Pages • Lead Forms Calls-to-Action Landing Pages Forms
WHAT CONTENT MATTERS TO YOUR CUSTOMERS? • Video • Product reviews Convert • Ebooks • Polls/Surveys • Coupons • Case Studies • Infographics • Guest posts Visitors Leads • Tutorials • User Generated • Relevant blog Content Calls-to-Action Landing Pages Forms posts
ENTICE YOUR VISITORS TO CLAIM AN OFFER WITH CALLS-TO-ACTION.
USE FORMS TO GET THE INFORMATION YOU NEED ABOUT YOUR PROSPECTS. In order for visitors to become leads, they must fill out a form and submit their contact information. Goal: Continually build the email database.
STEP 3: CLOSE LEADS INTO CUSTOMERS THROUGH LEAD NURTURING. Attract Convert Close Delight Promoters Strangers Visitors Leads Members Blog Calls-to-Action Email Social Media Social Media Landing Pages Personalization Smart-Calls-to- SEO Forms Sales Indicators Action Email
STEP 3: CLOSE LEADS INTO CUSTOMERS THROUGH LEAD NURTURING. Tools to close leads into customers Close include: • Email Marketing Automation • Lead Scoring through CRM Leads Members Email Personalization Sales Indicators
SEND TARGETED EMAILS TO LEADS. EDUCATE, ENTERTAIN AND MAKE AN OFFER. Consistent email demonstrates which of your prospects are interacting with your brand and business. An automated CRM will track your warmest leads so you know who to reach out to.
TRACKING IS ESSENTIAL. Pay close attention to: • Who opens your email(s) • Who clicks on the links provided • How many people unsubscribe
STEP 4: DELIGHT CUSTOMERS TO TURN THEM INTO PROMOTERS OF YOUR BRAND. Attract Convert Close Delight Promoters Strangers Visitors Leads Members Blog Calls-to-Action Email Social Media Social Media Landing Pages Personalization Smart-Tagging SEO Forms Sales Indicators Email
STEP 4: DELIGHT CUSTOMERS TO TURN THEM INTO PROMOTERS OF YOUR BRAND. Tools to delight your customers Delight include: • Social Media • Email Members Promoters • Personalized Outreach Social Media Smart-Tagging Email
RESOURCES. google.com/adwords – set up paid search account and plan keywords Spyfu.com – research competitors keyword accounts Yext.com – review directory listings Facebook.com/business-ads – Facebook Ad Manager tutorial Business.linkedin.com/ads – LinkedIn Targeting Tutorial Infusionsoft.com – CRM Youtube.com
5 INTRODUCTION TO SOCIAL ADVISORS. Social Advisors creates highly effective marketing content for businesses. Then, we control the distribution of that content to social media, email, search and your website for the purpose of direct lead development.
OUR SERVICES: LEAD GENERATION THROUGH: • SOCIAL MEDIA MANAGEMENT & MARKETING • CUSTOM CONTENT & AD CREATION • SEARCH ENGINE MARKETING • EMAIL MARKETING • SOCIAL MEDIA COACHING • CRM ADMINISTRATION • COMMUNITY ENGAGEMENT
SCHEDULE A FREE SOCIAL MEDIA & WEBSITE ASSESSMENT. CONTACT: Charlie Van Derven cvanderven@social-advisors.com THANK YOU. www.social-advisors.com 386.846.5291
Recommend
More recommend
