how to do great marketing w/o much money
TRANSCRIPT
How to Do Great Marketing
Without spending a lot
How to Do Great Marketing
• How to Get Started– Laying the foundation
• Cranking up marketing– Think Like a Publisher
• Ongoing marketing efforts– The heartbeat of the business
Other keys
• Contact to Close• Devise offers• Think of the entire buying process• Be patient – 6 months
PART 1 – SETTING THE FOUNDATION
Attraction Strategies
• Top of Find• Humor• Personality• Thought Leadership• Seed Nurturing
Setting the Foundation – base questions
• Who are you?• What problems do we solve?• Who needs solutions?• What drives decisions?• Where do they look?• Whom do they trust?• What are our goals?
Buyer Personas
The Single Most Valuable Thing You Can Do• Job description• Priority Initiatives• Perceived Barriers• Why We Win/Buyer Success• Why We Lose• Buying Triggers
Action Item
Download the free ebook at www.buyerpersona.com“The Buyer Persona Manifesto”
Watch Mistakes in Buyer Personas at www.madmarketing.tv
Other Base Activities
• Keyword definitionWhat do people type into Google?
• Agreed lead definitionsWhat does a good lead look like?
• Buying process identificationHow do people procure our offerings?
Attraction Strategies
• Top of Find• Humor• Personality• Thought Leadership
Relevant X Distinctive = Effective
Action Item
Watch Mad Marketing TV – Leaping from the Content Ocean with Doug Kessler
www.madmarketing.tv
Phase 2 – Putting it in motion
Content Engine
• Continually collect and curate content• Map content to buying process• Use all media – print, audio, video
Think Like a Publisher
• Daily/Weekly – a blog postwww.fearlesscompetitor.com for example
• Monthly – newsletter or video• Bi-Monthly – press release• Quarterly – in person event, ebook and webinar• Half year – white paper and webinar• Yearly – direct mail, in person event, white
paper, video release
Action Item
Watch Mad Marketing TV with content marketing experts Joe Pulizzi and Jim Burns
www.madmarketing.tv
Lead Nurturing
• 9 out of 10 visitors are not ready to buy• Stay in touch and earn their trust• Tell a story – Problem to Solution
Action Item
To Learn More about Lead Nurturing, please visit
http://www.findnewcustomers.com/leadnurturing
Lead Scoring
• We may have earned their trust, but how do we know when they’re ready.
• Lead Scoring• Map the behaviors that mean they are ready.– Demographics– Behaviors (digital body language)
Action Item
Download and Read the Grande Guide to Lead Scoring
http://www.eloqua.com/topics/lead-scoring.html
Lead Handoff
• Process of giving a warm lead to sales• Best to have tele call first• Include history of prospect• Need service level agreement• Claw back un-followed up leads
Deployment and Measurement
Phase 3
Marketing Automation
• Now that everything is in place, buy software to automate it all.
• Good vendors, but we plug our sponsor, Act-On Software (inexpensive)
www.actonsoftware.com
Lead Nurturing Deployment
• Set up the steps for story• Branch off based on behaviors• Test and refine
TEST, TEST, TEST
Metrics and Measures
• Develop metrics to measure performance• Focus on things that drive results• Don’t worry about getting it right at first
Action Items
Landing pages
• Landing page is web page for a single purpose• Call to action to share content• Goal is to drive action or result
Action Item
Watch Landing Page Optimization with Tim Ash
www.madmarketing.tv
QUESTIONS?
Thank You!
• Jeff Ogden, President of Find New Customers• www.findnewcustomers.com• http://about.me/jeffogden• @fearlesscomp
• Or just Google “Jeff Ogden”