MARKETING WEBINAR SERIES GETTING IT RIGHT IN 2014 & BEYOND

Discovery - Understanding the Planning that goes into Effectively Marketing Your Business

Joe DeMicco

http://www.linkedin.com/in/joedemicco

https://twitter.com/demicco

Cohort IV (February 2012)

HOUSEKEEPING

• Varied Group at Various Stages of Marketing

• Feel Free to Ask Questions via Online Pane as Desired

• This Initial Webinar Touches on a Variety of Elements that Work Together as a Baseline in Effective Marketing

• Due to it’s Nature - Non Linear Pattern to this Webinar

• Goal is to achieve a high level understanding of Concepts and Open a Path to Self Evaluation and Next Steps Planning

CONGRATULATIONS!

WHAT IS MARKETING?

• The action or business of promoting and selling products or services (Merriam-Webster)

• Marketing is the activity, and processes for creating, communicating, delivering and exchanging offerings that have a value for customers, clients, partners, and society at large (AMA)

• Marketing is the process of communicating the value of a product or service to customers, for selling that product or service (Wikipedia)

KEY PHRASES

Promote

Process

Communicate

Customers

Sell

Value

WHY MARKET YOUR BUSINESS

Increase Sales

Increase Awareness

Build Trust

Gain Intelligence /

Metrics

Moral

Visual / Memorable Market Share

Build Brand

Discover What Works

WHAT DO YOU NEED

The right resources

Money (or time)

Competitive and Buyer Intelligence

A well thought out and actionable plan

That’s how the “pros” look at it

“Only for the “Big Boys””

“Complicated”“Don’t Know Where to Start”

“Doesn’t Work”“Can’t afford it”

“Don’t Understand It”

Marketing = $$$MOST…

THE FACT… It DOES

But like anything in business…

Nothing is Guaranteed

Needs the right mix of talent, value and

management

Needs to appeal to the right audience

Needs goals to be quantified

INTELLIGENT RISK TAKING - EVERYDAY

Product / Service Development

Employee Benefits

Buy / Lease Equipment

Employees

Loans / L.O.C.

Rental Agreements

Opportunity Cost

RISK

Reward must outweigh

ROI

ROMI

INTELLIGENT RISK TAKING MarketingPer Initiative / Campaign

Return on Marketing Investment

Marketing Spend ($)

Gross Profit (%)

Incremental Revenue &

Value Attributable

from Marketing

($)

Short Term ROMI Example

* - Marketing Spend ($)/

SIMPLE EXAMPLE

$50,000 in PPC

$500,000 Revenue / Value Tied

to PPC Marketing

=2$150,000 in GP based on 30% Margin

* -$50,000 in PPC /

For Ever $1 spent in PPC the Company Bottom Line receives $2

SUCCESS = TRACKING & QUANTIFYING

Good News : Attribution Modeling Works

Bad News : Attribution Modeling Takes Work

Old News : If Something is Worth Doing, It’s Worth Doing Right

ATTRIBUTION MODELING

Conversion or Behavior Tracking Tied to Specific Marketing Actions

URL Tagging

CLIENT RELATIONSHIP MANAGEMENT

TOP OF THE FUNNEL !Attract visitors to your site through blogging, Google searches, social media, etc. !Offer valuable content such as whitepapers, ebooks, checklists, etc. in exchange for their contact info. !Use creative call-to action graphics that link landing pages to increase conversions.

BOTTOM OF THE FUNNEL !Offer to leads as part of your lead nurturing sequence of emails, middle of the funnel landing pages and by direct outreach from your sales team. !This content is more a direct approach aimed at qualified leads - and can include free consultations and assessments, special discounts or promotions, live demonstrations, free trials, etc.

MIDDLE OF THE FUNNEL !Offer to leads who have already downloaded your top of the funnel content to move them closer to becoming a customer. !This content centers around why they should choose you - and can include case studies, testimonials, webinars, live demos, free trials, etc.

YOUR BRANDYour Message

ONLINE/OFFLINE PRESENCE

WEBSITE

BUYER PERSONA

CONVERSION PATHS

MESSAGE

CORE

YOUR BRAND

MARKETING INITIATIVES

What is your company’s mission?

What are the benefits & features of your products /

services?

What do your customers & prospects already think of your company?

What qualities do you want them to associate with your company?

WHO ARE YOUR BUYERS?Develop Your Buyer Personas

Competitive Landscape

Think about your modules…

Current Competitors

Aspirational Competitors

Who Do They Target?

Where Are They Visible?

What Are Their Methods & Materials?

What is Their Messaging?

ID On and Offline Competition

Your Unique Sales Proposition

Stand Out From The Crowd

WALK YOUR TALK

Putting It All Together

YOUR BEST FRIENDS - USE THEM

Calculated Risk Quantification of Efforts

Core Brand & Message KNOW Buyer

Competition What Sets You Apart

Tracking Leads & CRM

Planning Your Marketing

Primary Objective

Primary Objective

Strategic Initiative

Strategic Initiative

Strategic Initiative

Tactic 1

Tactic 1

Tactic 1

Tactic 2Tactic 3

Tactic 2Tactic 3

Tactic 2Tactic 3

Revisit Your Growth Plan

Map On Paper / Whiteboard

THANK YOUQ&A