Download - Alternative advertising
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EXPLORING WAYS TO MAXIMIZE THE
MARKETING ASSETS OF YOUR COMPANY
TO BUILD MOMENTUM AND CLIENTS.
Alternative Advertising
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THIS IS SUPER COOL
IT ’S NOT THE ONLY WAY
I ’M NOT SAYING IT ’S RIGHT FOR YOU
I ’M JUST SAYING IT ’S SUPER COOL
Disclaimer
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INBOUND vs . OUTBOUND
REACH & RECYCLE CONCEPT
BUILDING YOUR PLANGOALSASSETSMARKET
STRATEGIC PLANTRACK
TWEAK GROW
Alternative Advertising
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Inbound Outbound
Attract Interrupt
Inbound vs. Outbound
It’s like BNI: A Givers Gain Mentality
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Inbound Marketing Concept
It is not a tactic, channel or technology. It’s a way to approach your marketing to capitalize the way consumers make buying decisions today.
Inbound marketers understand that people value personalized, relevant content and connections.
It allows you to attract visitors, convert leads, close customers and delight them into promoting your business to others.
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Examples of Inbound Marketing
INBOUND MARKETING(AKA “free” traffic sources)
News/Media/PR
SEO
Email Research/White
Papers
Infographics
Social Networking
Webinars
Forums
Online Video
Document Sharing
Q&A Sites
Word of Mouth
Blogs + Blogging
Direct Traffic
Comment Marketing
Direct/Referral Links
Podcasting
Social Bookmarking
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Did you just say FREE?
Inbound marketing is not free
Your time is valuableThese items take timeIf you’re not truly interested
in doing them yourself don’t, you can hire people to do these tasks for you
Although it’s NOT free it can be cost effective
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Transition from Sales Funnel to Hour GlassA cultural sales shift from hunting to farming.
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Build an online bridge to your customers.
Reach & Recycle
Your Audienc
e
Closed Busines
sFacebook
Email Marketing
Blog & Website
Other possible digital components of your marketing bridge:Twitter, LinkedIn, Houzz, Google+, YouTube, Google AdWords
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Don’t just build a bridge, cast a net.
Reach & Recycle
Your Audienc
e
Closed Busines
s WEBSITE
Blog
Email Marketing
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Goals
Asset Leverag
e
Market Review
Strategic Plan
Tracking
Tweaking
Growing
Building Your Plan
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Poor Goals Examples
List higher on Google search results
If you effectively engage in inbound marketing your site will naturally rank higher, it’s a way to measure success
Increase Facebook fans
Fans will join you because of your actions and conversations, this is an effect of good interactions and can be a measurement tool
Keeping up with the Jones’
It’s easy for potential clients to see if you’re genuinely trying to engage them for their benefit or yours
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Good Goals Examples
Reaching a different demographic Those elusive 30 something’s skirt traditional marketing in
many ways with untraditional buying and decisions making trends
Develop current client relationships Making your current client base into a referral source and also
cross selling to those with existing relationships
Increase sales by $x Keeping your pipeline full by continually interacting with
people who are not in your target demographic yet but will be
Expand to a new geographical area The Internet goes almost everywhere, so can you with a bit of
effort and strategic planning
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Great Goals Examples
Provide resources for young couples looking to buy a home Those resources may guide them through this decision, and you
may get a phone call to look at one of the listings
Help business owners make strong marketing decisions By establishing yourself as an expert those same business
owners may turn to you for your marketing services
Educate and inspire followers to decorate home with passion Inspiration is a true gift and you may get a resounding thank
you by increased visitors to you website that may become customers
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Goals
Asset Leverag
e
Market Review
Strategic Plan
Tracking
Tweaking
Growing
Building Your Plan
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Leverage Your Marketing AssetsAnything your company has that can be utilized to create reach.
Reach can be:
• Bought• Borrowed• Built
Client & Non-Client Contacts
• Email List• Mailing Address List• Facebook Friends/Fans• Twitter Followers• Blog Followers• Email Subscribers
Capital• Services for Trade• Funds to Invest
Staff• Sales• Designers• Writers• Delivery Truck Drivers• Interns• Kids
Ready Made Marketing Materials
• Previously Designed Ads• Testimonials• Portfolio Photos• Ad Specialty Items
Sphere of Influence• Strategic Alliances• BNI Chapter• Rotary Group• Neighborhood
Association• Church• Gym• Country Club
Location• Shared Building Space• Signage• Window/Display Space• Sidewalks
Equipment• Printer• Company Cars• CRM• Smart Phones
Processes• Checkout • Sales
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THE WHOLE TEAM HAS TO BE ON BOARD OR IT ’S A DEAL KILLER
CULTURE CHECK
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Goals
Asset Leverag
e
Market Review
Strategic Plan
Tracking
Tweaking
Growing
Building Your Plan
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Market Review
Interests
Income
Gender
Education Level
Communication Style
Life Style
Age
Location
Relationship
Who are youspeaking to?
What value can you create that will help a person at a specific point in their life make a decision to use your service?
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WHEN TRYING TO REACH TO EVERYONE YOU END UP TOUCHING TO NO ONE AT ALL
CONSIDER CREATING BUYER PERSONAS TO HELP YOU SEE YOURSELF IN THE
SHOES OF YOUR TARGET MARKET
Talk to Someone Special, Not Everyone in General
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Potential Clients Competition
Location Primary referral sources
Marketing Efforts Clients Strategic Alliances
Communication preferences
Online reading sources Organizations Social media outlets
Digital and traditional media trends
Look for companies experiencing exponential growth for ideas
Practices of those you admire in other communities like ours
Companies outside of your industry effectively communicating with your target market
Market Review
SBDC offers services to assess your current clients and their media preferences
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Goals
Asset Leverag
e
Market Review
Strategic Plan
Tracking
Tweaking
Growing
Building Your Plan
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Strategic Plan Components
Messagewhat
Application
how
Mediumwhere
Schedule
when
Then narrow down all of your ideas Visit your core values as a company, how can you give back
and gain as a side effect?
DREAM BIG!
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All marketing content is essentially composed to achieve the same goal:
To get people to read it.
Messagewhat
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Messagewhat
Look around you everywhere you go
Nurturing your strategic partnerships
Looking at what others like (especially when in an area that caters to your market)
Look for inspiration everywhere, even your competitors
Correct bridge burning problems as quickly as possible
Awareness Builds Inspiration
You don’t just have to write about what you do. You do have to write about topics of value to your
audience.
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Messagewhat
Direct Sales Approach
Examples Promotions/Deals Price driven decisions Commodities Commercials Timely Sales Persons Enforce
Arguments Interrupt Good for immediate
buyers Noise, not memorable Not building a
relationship Not building a promoter
Communicating With and For
Are you promoting or conversing?
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Messagewhat
Indirect Sales
Examples Testimonials Photo Galleries Writing
Newsletters Success Stories
Surveys
Arguments Giving prospects what they
need to judge your company Listening to your audience in
a controlled setting Could build a promoter if the
sales and post sale process is right
Communicating With and For
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Messagewhat
Thought Leader/Industry Expert
Examples Written, Photo & Video
Tutorials Authoring
Guides White Papers Books
Trend & Comparison Reports
FAQ’s
Arguments Builds credibility Memorable Shares company
values Creates a reason to
return Fosters relationships
with future buyers
Communicating With and For
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Strategic Plan Components
Staff Equipment Client lists
Processes Non-Client
Contacts
Money/Trade Location
How the message will be delivered:
Use your assets to cost effectively deliver your message.
Messagewhat
Application
how
Mediumwhere
Schedule
when
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Applicationhow
How can you use your assets to build more assets?
Builder vs. Driver
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Strategic Plan Components
Blog (Yours or Others) Email Marketing Social Media Direct Mail
Print Advertising Newsletters (Yours or
Others) Doorknobs
Where your message will be most effectively be distributed:
Messagewhat
Application
how
Mediumwhere
Schedule
when
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Strategic Plan Components
Daily Weekly Monthly
Bi-Monthly Quarterly Time of year
Time of month Day of the
week Time of day
When will the message be delivered:
Messagewhat
Mediumwhere
Applicationhow
Schedule
when
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Goals
Asset Leverag
e
Market Review
Strategic Plan
Tracking
Tweaking
Growing
Building Your Plan
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Invest in what works
Unique URLs for each advertising medium
Draw conclusions from web analytics
Regularly reviewing results in all mediums
Track click > lead > close, not just clicks
Estimate the value of the activities based on closed business
Review changes in sales and interactions over time
Tracking
Biggest Excuse for Not Tracking:Fear of Failure
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Goals
Asset Leverag
e
Market Review
Strategic Plan
Tracking
Tweaking
Growing
Building Your Plan
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Focus on what’s working and do more of it!
Give viewers more of what they like
Add more assets to campaigns and mediums that work
Review for cultural pit falls
Don’t let pride get in the way of success
Keep up with your competition and industry trends
Tweaking
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Goals
Asset Leverag
e
Market Review
Strategic Plan
Tracking
Tweaking
Growing
Building Your Plan
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Growing
Add new mediums as they are built and become appropriate
Recycle content throughout additional mediums
Grow your reach to grow promoters and grow your business
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INBOUND vs . OUTBOUND
REACH & RECYCLE CONCEPT
BUILDING YOUR PLANGOALSASSETSMARKET
STRATEGIC PLANTRACK
TWEAK GROW
Alternative Advertising
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THANK YOU
Questions?