business fundamentals: introduction to marketing
TRANSCRIPT
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Marketing fundamentals Introduction to marketing concepts and the Inbound
Marketing Methodology
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Danny chan Marketing manager Imagine Easy solutions [email protected]
@dannyc_c
Linkedin.com/in/danchan888
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Imagine Easy Solutions
A tiny company with big ideas.
We focus on building educational products that
work well. Our products make life easier,
faster and better for our users.
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Our products/services
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Course Takeaways 1. Introduction to marketing principles
2. Customer/USER Personas
3. Introduction to Inbound Methodology
4. Content marketing and its relation to you
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Marketing is the communication of the value of services or products from a company to their consumers.
What is marketing?
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Marketing attracts new customers by promising superior value.
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Customer Value Proposition
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The sum total experience a customer will realize upon purchase and use of a product or service
Customer Value Proposition
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Marketing helps to explain or promote
that value
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Value can be quantitative and/or qualitative.
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Cheaper, more efficient, faster and other descriptions that are measurable.
Quantitative
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“Quantitative” marketing has to give a
clearly defined and measurable comparison
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I m a g e c o u r t e s y o f m i c r o s o f t
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Image courtesy of cnbc.com
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Better, cooler, prettier and other
DESCRIPTIONS THAT are NOT EASILY MEASURABLE.
CAN BE SUBJECTIVE
“Qualitative” Marketing
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I m A G E C O U R T E S Y O F h t t p : / / w w w . b m w - m i l i t a r y - s a l e s . c o m
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“The Ultimate Driving Machine”
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I m a g e c o u r t e s y o f s c h i c k n e w z e a l a n d
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I m a g e c o u r t e s y o f H O l l i s t e r
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Great “qualitative” marketing is
emotionally driven.
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Why emotions?
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People will forget what you said
people will forget what you did
but people will never forget how you
made them feel - Maya Angelou
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“Emotions process sensory input in only 1/5 the time
our conscious, cognitive brain does” – Dan HilL
Emotionomics: Leveraging Emotions for Business
Success
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Common emotional triggers include
Love, anger, curiosity, fear, trust and guilt.
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Why are we spending so much time on emotions in this clasS?
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Happiness makes us want to share…
Sadness helps us connect and empathize…
Fear/surprise makes us desperate for something to cling to…
emotions work
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Better marketing is a combination
of both.
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Consumers are more intelligent, have access to more information and
have new definitions of value
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Warby parker
Dollar shave club
apple
Great brands to follow
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So how do we best communicate
these values?
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Three (broad) steps 1. Segment
2. Target
3. position
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Identify your target potential market and segment them based on customer personas
segment
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Select the segments that appeal most to the desires of your company
target
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deliver the Customer value proposition in the most effective manner
position
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The full process 1. D e f i n e t h e m a r k e t 2. C r e a t e s e g m e n t s w i t h i n t h e m a r k e t
3. E v a l u a t e s e g m e n t s f o r v i a b i l i t y
4. C o n s t r u c t s e g m e n t p r o f i l e s
5. E v a l u a t e t h e a t t r a c t i v e n e s s o f s e g m e n t s
6. S e l e c t t a r g e t S e g m e n t s 7. D e v e l o p p o s i t i o n i n g s t r a t e g y
8. D e v e l o p a n d i m p l e m e n t m a r k e t i n g m i x
9. R e v i e w a n d i t e r a t e
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Segmenting ensures that the audience are
getting relevant information that they
can relate to
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“Anticipated, personal and relevant advertising
always does better than
unsolicited junk.” - seth godin
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An imaginary person created with a name, history and story with enough detail for you to
understand his/her needs and wants
Customer/buyer Personas
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How to create a good Buyer persona
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Collect common attributes for your customers from:
• Analytics on your users
• Surveys and questionnaires
• Educated speculation
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Work with team members such as:
• Product developers
• Marketing team
• Sales and account managers
This is really crucial. Seriously.
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All personas should include:
Biographical data • demographical data Buzzwords and mannerisms Challenges • Goals Real quotes, if possible Common objections to purchasing And…
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A picture is worth a thousand words
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Marketing Manager Danny Chan Manages a small team wants to improve marketing efficiency 27 years old, unmarried, no children. College educated with 5 years of marketing experience Lives in Park Slope, Brooklyn, about 45 minutes from his office Fun fact: an obscene obsession of pandas and has a wonderful smile
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Current salary: $100 million Starting Salary: $80 million Danny has been with Imagine Easy Solutions for over a year after working in several startups in different industries Imagine Easy Solutions currently has 50 employees with a net revenue of $100 Billion
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Goals: danny wants to improve company marketing efforts to set his company apart from competitors Pain Points: Danny and his team works long hours and has trouble meeting project deadlines Objections: Marketing tools are expensive and difficult to implement
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His day: danny is in the office by 9am and starts his day reading and responding to emails. He meets with his team to discuss the day’s goals and objectives. He often has a meeting right before lunch with other managers in the office. He spends his time creating emails, developing content marketing pieces and working on new strategies with his ceo. He leaves the office by 7pm and spends his evening watching panda videos.
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Note the extensive story.
Its easier to market to a real person. make the story as real as possible.
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You’re going to have several personas for each of your products
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A great customer/buyer persona can take hours to set up.
It’s worth it.
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“Make the customer the
hero of your story.”
Ann handley, CCO of MarketingProfs
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Activity: answer these questions: • What is their demographic info?
• What is their job title and level?
• What happens during their day?
• What are their Challenges & Goals?
• Common objections to purchasing?
• Where are they searching?
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inbound Marketing Solutions Introduction to inbound and content marketing
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Radio, Television and print advertisement
Cold calling
Online Advertisement
Traditional formats
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How do we break through the
noise?
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Make Marketing people love.
- Hubspot
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A strategy that focuses on getting found by the right customers.
Inbound marketing
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We conduct 131 billion searches
per month Comscore, january 2010
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don’t interrupt. No one likes
interruptions.
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Push or pull
STOP! LISTEN! YO! T h i n g s y o u c a r e a b o u t …
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One-way communication
Companies look for the customers
No real measure of roi
audience probably hates the messages
The old way
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Two-way communication
Customers come looking for the brand
Marketers can prove roi
The audience loves the brand
The new way
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“People don’t believe what you tell them. They rarely believe what you show them.
They often believe what their friends tell them.
They always believe what they tell themselves.”
- Seth Godin
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Focus on the audience
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I m a g e c o u r t e s y o f h u b s p o t
Inbound methodology
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Attract with great content
Convert with calls-to-action and landing pages
close using the right tools
Delight by engaging over and over again
The theory
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Create great content
Drive traffic, always
Convert your followers
Nurture them like a baby
The execution
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But why inbound?
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Inbound marketing costs
62% less per lead than traditional
outbound marketing - Voltier Digital
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What are some inbound strategies?
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Blogs & vlogs
Ebooks & white papers
Podcasts & webinars
Infographics
Content marketing
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Two way conversations
Transparency and virality
Social media marketing
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Mailchimp • Wistia • Zendesk
Marketo • Unbounce
Hubspot • imagine easy solutions
Brands you should watch
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“What makes content engaging is relevancy. You need to
connect the contact information with the
content information.” - Gail Goodman, President and CEO Of
Constant contact
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Understanding customer
lifecycle stages
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Unaware
Interested
First-Time Customers
Repeat Customers
Brand Ambassadors
Lifecycle Stages
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Use content to start conversations and get these people to interact with you
The Unaware
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Use your content marketing to prove your company’s trustworthiness
Interested but not buying
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Use your content marketing to position your brand as a Thought-Leader in the industry
The first-Time Buyer
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Generate personalized content to build a lasting relationship with the customer
The Repeat Customer
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Create Content that reinforces their perception of you.
Empower them to share more about you.
The Brand Ambassador
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Unaware (Make them aware)
Interested (Stand Out from your competition)
First-Time Customers (Make them love you)
Repeat Customers (Keep them engaged)
Brand Ambassadors (help them tell all their friends)
Activity: What would you do?
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Where do you begin in content marketing?
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“No matter what, the very first piece of social media real
estate I’d start with is a blog.”
- Chris Brogan, Founder of New Marketing Labs
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Build your blog.
Optimize it.
Promote it.
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Your website works 24-hours a day, 7 days a week, 365 days a year
Make it epic
Your best employee
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92% of companies who blogged multiple times a day
acquired a customer through their blog
- Hubspot state of inbound 2010
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Blogs give 434% more indexed pages and
97% more indexed links - Content+ (UK Consulting firm)
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The ninja Marketer’s template on a good blog
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the general format of the blog
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Your blog needs to stand out.
The name has to be
descriptive and engaging
A great name
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Your blog should also introduce you or your brand…otherwise, it doesn’t serve it’s purpose,
which is to
sell the idea of you
Some info on you
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You have about 7 seconds to capture your reader’s attention.
Make sure they know what they’re getting with a quick glance.
Benefits to the reader
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Your blog is supposed to sell! Calls-to-Action
Lead Capturing Forms
Links to your Main Site and products
Phone-number, contact us, etc.
(Purpose)
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Sell your products
C o n t e n t . e a s y b i b . c o m
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Get subscribers
w w w . m a r k e t i n g p r o f s . c o m
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Further engage
w w w . s o c i a l m e d i a e x a m i n e r . c o m
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Make sharing easy and simple
Unless your goal is to stay unknown…
Share, share, share
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One click shares
C o n t e n t . e a s y b i b . c o m
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The anatomy of a great blog post
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A title of 4-8 words up to 70 characters
A “Featured” Image
Subheaders
Bullets and Lists
Short Copy
Outbound Links
Some basic Standards
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Easy to remember
Shows up correctly on Social Media Platforms
Should be engaging
Short Titles
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Because pictures are better
Breaks up text
Also great for Social Media
Featured Image
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Look…magic! Featured image Short title
A f a n t a s t i c p o s t o n h u f f p o
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Highlights important information
Higher value in search engine ranking
Breaks up text
subheaders
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Easier to read
Breaks up text
People love lists
Bullets and lists
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People hate reading A lot less copy
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Too much to read too little time to do it
LESS IS MORE
People tend to scan
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“Less is more. People don’t like to read.
Stop the copy vomit.” - Danny chan, marketing manager at
imagine Easy SOlutions
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The copy vomit
Even with lists,
this is way too
much copy
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Much easier on the eyes Less copy
Lists
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Even easier on the eyes Lists
Subheaders (that
are meaningful)
highlights
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Imagine your blog as a real conversation
“me me me”
vs
“Me, You, Him and Her”
Outbound links
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Add links to old posts
Add links to other stuff you own
Give them something to do
Bring them back
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Write for a human,
not a machine
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The greatest succinct guide to landing pages
(maybe)
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Tell them what
Tell them why
Tell them how
Without the copy vomit
What it needs
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The Landing PAge
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“Submit”
Navigation bar
Too many distractions
Social sharing features (WHAT?!)
Things you can do without
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Social Share Links
Instant Access to Download
Reengagement Opportunities
Thank You PAge
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The outbound part
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Email Marketing
Social media Outreach
Advertising
Cold Calling, Conferences and others
Outbound tactics
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“What we really need is a mindset that will make us relevant to today’s
consumers, a mindset from ‘telling & selling’ to
building relationships” - J im stengel, former global marketing officer
of procter and gamble