Growing Your Company Through Educational Content
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Transcript of Growing Your Company Through Educational Content
Zack Miller, King of Hatch
Marketing Your Company By
Educating Your Community
Part 1: Targeting Customers
Where to start:
¨ Set up realistic goals ¨ Find the trigger point ¨ Solve a problem ¨ Present yourself as an authority
Where To Find Prospects:
¨ Create lead-generating events ¤ Exclusive invite group ¤ Find (or be) a cheerleader ¤ Create an email invite ¤ Ask to join + bring a friend, be specific about who can
join ¤ Amazing content- your event can’t suck
Lead-Generating Events:
q Bring prospects to You q Give authority status q Bring aggressive pipeline leads q Room for growth
Part 2: How To Reach Out
4 Elements to Grow Sales Pipeline
¨ Business Cards ¨ Social ¨ Email Campaigns ¨ Make it super easy to say yes
Business Cards
¨ Take an inventory of who you want to target and then breakup into separate groups.
¨ Only keep the ones who you can grow immediately in front of you. ¤ So your time isn’t wasted chasing ones that won’t
convert. ¨ Create a spreadsheet with items such as name,
email, and how you know the person. ¨ The goal is to pinpoint potential and divide them
into relationships and opportunities.
EVERYTHING IS ABOUT RELATIONSHIPS
Social
¨ Use SOCIAL to your advantage. You have a network of people that you are friends with or follow and are likely to engage with you when you provide them with something of interest or education.
¨ You cannot expect to sell on your first interaction, instead, educate your potential customers and then hard sell at a later time. Typically six interactions later.
Convince Your Visitors You Are:
1. Trustworthy 2. Credible 3. The best damn product they
can buy in the World!
¨ How easy have you made it for your visitors to: 1. Find you 2. Give data in exchange for data 3. Understand who you are and what you do
¨ What information are you willing to give up in return for your visitors email?
¨ Begin communicating and educating around your product, but without directly selling
Part 3: How To Sell
Educate
¨ If people aren’t learning from you, they won’t come back.
¨ Educate, while not giving away your special sauces for free.
¨ Think of the broadest amount of information you can give away.
¨ Once a critical mass is established, funnel them down leads and encourage them to purchase.
Be different.
¨ The average human is exposed to thousands of advertisements a day. Not the best way to reach your target. ¤ 1/5,000 chance
¨ Instead, be different, think outside of the box. Educate rather than push sales.
¨ Deposit more than you withdraw. ¨ Dive down the funnel and figure out who really is
interested
How Can You Educate Potential and Current Customers?
1. Dummies Guide to <insert topic> 2. Tour a recently finished project 3. Guest Speakers
Dummies Guide
¨ Take a broad topic and break it down into several smaller parts and each part is split by giving even more examples.
¨ Collect all the data and either create written
whitepapers about or host an event on the topic.
Project Tour
Developer Meetups q Every Friday, we would invite the developer
community to our to showcase a new tool, feature or problem we solved on a current project.
q Because we were teaching our industry new tools,
this organically made us the authority in web development.
Guest Speakers
¨ Allow others to do the educating for you. ¨ The great thing about a panel discussion is you will
be able to leverage 3-4 times more marketing alone from those who are speaking.
Ask, Ask, Ask.