How to do great marketing w/o much money
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Transcript of How to do great marketing w/o much money
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How to Do Great Marketing
Without spending a lot
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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
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Other keys
• Contact to Close• Devise offers• Think of the entire buying process• Be patient – 6 months
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PART 1 – SETTING THE FOUNDATION
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Attraction Strategies
• Top of Find• Humor• Personality• Thought Leadership• Seed Nurturing
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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?
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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
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Action Item
Download the free ebook at www.buyerpersona.com“The Buyer Persona Manifesto”
Watch Mistakes in Buyer Personas at www.madmarketing.tv
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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?
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Attraction Strategies
• Top of Find• Humor• Personality• Thought Leadership
Relevant X Distinctive = Effective
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Action Item
Watch Mad Marketing TV – Leaping from the Content Ocean with Doug Kessler
www.madmarketing.tv
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Phase 2 – Putting it in motion
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Content Engine
• Continually collect and curate content• Map content to buying process• Use all media – print, audio, video
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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
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Action Item
Watch Mad Marketing TV with content marketing experts Joe Pulizzi and Jim Burns
www.madmarketing.tv
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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
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Action Item
To Learn More about Lead Nurturing, please visit
http://www.findnewcustomers.com/leadnurturing
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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)
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Action Item
Download and Read the Grande Guide to Lead Scoring
http://www.eloqua.com/topics/lead-scoring.html
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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
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Deployment and Measurement
Phase 3
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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
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Lead Nurturing Deployment
• Set up the steps for story• Branch off based on behaviors• Test and refine
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TEST, TEST, TEST
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Metrics and Measures
• Develop metrics to measure performance• Focus on things that drive results• Don’t worry about getting it right at first
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Action Items
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Landing pages
• Landing page is web page for a single purpose• Call to action to share content• Goal is to drive action or result
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Action Item
Watch Landing Page Optimization with Tim Ash
www.madmarketing.tv
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QUESTIONS?
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Thank You!
• Jeff Ogden, President of Find New Customers• www.findnewcustomers.com• http://about.me/jeffogden• @fearlesscomp
• Or just Google “Jeff Ogden”