Marketing from Source - Turn ON Your Marketing Engine, Attract Customers, Light Up Your Business

Unlock Your Success Digitally

Marke&ng from Source How to Turn ON Your Marke&ng Engine to

A:ract Customers and Light Up Your Business

@justONbrommel © 2014

Founder, Advisor, Investor, CEO, CMTO Juston Brommel is dedicated to shi<ing the trajectory of life on planet earth through an inspired transformaBon of the business sector. His inspiraBon comes from a lifelong journey of self-‐discovery and a deep reconnecBon with heart-‐based wisdom.

Brommel is a results-‐driven business professional and serial entrepreneur who has been in leadership roles in venture funded businesses since 1998. His proven ability to unlock success in digital channels in Fortune500's and high-‐growth startups empowers: Responsys, (acquired by Oracle), StubHub (acquired by eBay), Philosophy (acquired by Coty, Inc.) and Virgin America.

He has launched numerous startups including INBOX MarkeBng which was acquired by Responsys and later went public (NASDAQ: MKTG) prior to being acquired by Oracle. Brommel's IP fuels Responsys's award-‐winning "Interact Program" enterprise so<ware module.

He went on to serve as CMO/COO at Xfire, where he increased moneBzaBon twenty-‐fold to bring the company to break even on cash flow within 90 days. This was accomplished through a new conversion funnel and viral program, an enBrely new UI/UX for Xfire's program, the implementaBon of a complex business analyBcs infrastructure and the gathering of several million dollars in Venture Capital.

Juston’s leading-‐edge direct response markeBng methodologies and user interface designs are widely recognized as industry standards. He currently spends his Bme invesBng in and advising startups, managing his poreolio of business ventures, and speaking at industry events.


What is Conscious MarkeBng?


Conscious Business


Finding Your Sweet Spot


Speak from Your Source of Power


Part I – Marke7ng from The Sweet Spot

Finding Your Source of Power


Mastery Tip #1 -‐ Conduct Business from Source InspiraBon

Warning: results may exceed expecta7ons


Many Reflec7ons… Powered from One Light

The Disco Ball Effect….


How Do I Market from Source?


Step 2 – Tap Into Your Deepest Inspired Guidance (from the Universal)

© alexgrey.com @justONbrommel © 2014

Step 3 – Share Your Most AuthenBc InspiraBon with the Marketplace

© Markhensonart.com @justONbrommel © 2014

Step 4 – Watch the Marketplace Come Alive and Market Your Business for You


Examples of Life Suppor7ng Companies

DemocraBzed Resource Sharing Customers First

Nurture Employees Sustainable, Transparent One for One Beqer, Cheaper

Open Source, Eco Not Wal-‐Mart TransformaBonal Local, Organic, Healthy


Master Tip #2 – Want to Turn On Your Business… Turn on Your

Customers! Warning: produces best results

possible


A BUSINESS’S HIGHEST PURPOSE is to Reconnect the Marketplace with Source (of Life)

•  If: Experience = disconnecBon from Source

•  Then; Fulfillment = reconnecBon with Source @justONbrommel © 2014

There are Two Energies in Life: Living & Dying Which Does Your Business Foster?


So How Do I Grow My Business Digitally?


Part II – The Digital Marke7ng Playbook

10 Tools, Tips, Tricks to Implement in Your Business Immediately


MarkeBng Starts with a Corporate “Go2Market Strategy”

Don’t Go Chasing Rainbows…. SBck to Your Corporate Strategy!

What to Sell

Where to Sell

How to Sell

Business Model


Every Business Should Have 3 Separate, Sequen-al Levels of Planning

•  Step 1 -‐ Corporate Strategy –  The C-‐Level Hats should decide:

•  Business Model, Financial Plan, Go-‐to-‐Market Strategy, •  Clearly Defined Goals •  Resource Levels & LimitaBons •  Matched to Market Timing

•  Step 2 -‐ Tac&cal Strategy –  The VP Hats should decide:

•  How to Execute the Plan

•  Step 3 -‐ Tac&cal Execu&on –  The ExecuBon Hats should execute


WAIT! My Company Doesn’t Do That!

Before Compartmentalized SequenBal Planning


Compartmentalize Your Thinking and Separate: Corp Strategy, TacBcal Strategy and TacBcal ExecuBon

AVer Compartmentalized SequenBal Planning


Lean Tools Are a Framework for TesBng Corp Strategy in Marketplace

Lean Canvas

Strategy & Risk Board

Validated Learning Board

Vision Tac&cal Strategy

Tac&cal Execu&on

www.leanstack.com


Lean / Customer-‐Centric MarkeBng OpBmizaBon

1. Set/Reset Goals

2. Hypothesize Path to Success

4. Listen & Measure

5. Op&mize Approach

• Target Audience • Message / Offer • Medium / Channels • Timing • Budget • Resources


o ü o ü

o ü o ü

Lean Methodologies

TIP: Watch YouTube vids and SlideShare presentaBons from these authors

Must Read for Every SMB


Set KPIs to Measure Results eCommerce Site Lead Genera&on Site Blog / Content Site

#1 CPA (Cost Per AcquisiBon)

(Media Costs / # New Customers)

CPA (Cost Per AcquisiBon)

(Media Costs / # New Leads)

Subscriber Rate

(# Subscribers / Unique Visitors)

#2 Conversion Rate 2% Industry Avg.

(# Orders / # Unique Visitors)

Conversion Rate

(# Leads / # Unique Visitors)

Leads / Sales Generated

(# Leads/Sales aqributed to Blog)

#3 Cart Abandonment Rate

(% of orders started & not finished)

Lead Form Abandon Rate

(% of forms started & not finished)

Avg. Ad Income Per Page

(Total Ad Income / Total Pages)

#4 Average Order Value (AOV)

(Total Sales / # Orders)

Leads Per Day/Week/Mo.

(# Leads over Bme period)

Avg. Ad Income Per Visitor

(Total Ad Income / Unique Visits)

#5 Products Per Order

(Total Products Sold / # Orders)

Content Downloads

(# Downloads of PDFs, etc.)

Return On Time

(Total Time Invested / Benefits)

#6 Customer LifeBme Value

(Sales Over Time / # Customers)

Revenue Per Lead

(Total Revenue / Total Leads)

Return Visitor Rate

(#Return Visitors / Total Visitors)

Learn more: analy&csacademy.withgoogle.com @justONbrommel © 2014

Digital MarkeBng is MulB-‐channel

gartner.com/dmtransitmap @justONbrommel © 2014

Digital MarkeBng Is a Bit Technical


“Typical” Small Business Technology Stack

Email Service Providers

All-‐in-‐One SoluBons (Cart, Affiliate, Email, CRM)

CMS (Content Management Systems) Shopping Carts

Ecommerce Pla[orms

ü ü+ ü-‐

ü+ Social Media Management


Bad Deliverability Poor Deliverability

“Typical” AnalyBcs & OpBmizaBon Stack

Tracking and AnalyBcs

Landing Pages, Conversion Funnels

Website User Experience OpBmizaBon (A/B tesBng)

ü+

Web AnalyBcs Customer / MarkeBng AnalyBcs Affiliate Tracking

Google Link Tracking


Conversion

Acquisi-on

Persuasion

Reten-on

Loyalty/ Referral

$

$$$

$$$$$

Customer “Lifecycle” Management

Sizeable Opportunity

*Includes email opt-‐in from web and call center (in-‐bound)

Social Direct Affiliate Search Paid Media Carbon World Other

Map Out Your Customer Lifecycle


ABC’s of SEO

Search Engine Ranking Factors

2104 vs. 2013

•  Link Farms R.I.P •  White hat –

–  Quality, relevant content –  Links from authoriBes on

your subject (“link juice” aka authority in Google’s eyes)

•  Grey hat – VERY QUIETLY buy links from authority sites

•  Black hat – AVOID AT ALL COSTS. Google blacklist for 3 years is too costly

Everything SEO -‐ hqp://slidesha.re/1l9M9yn @justONbrommel © 2014


Want 1,000% ROI? Start RemarkeBng!

Web Surfer

Your Website User Leaves w/out Purchasing

Popular Sites Online

User Comes Back

1. User Visits BMW

Site

2. User Sees BMW Ads Online

Vendors

Facebook Ad Buying Traffic Hack – Get Clicks Under $0.10!

•  Target Facebook Ads to your email or phone list


Inbound MarkeBng: Landing Pages & Conversion Funnels


Landing Page #1

Presell Benefits

Landing Page #2 Sell Features

Cheap Entry Product (i.e. $7 PDF)

Landing Page #4

Sell Features (i.e. $100 Info Prod.)

Landing Page #3

Presell Benefits

Landing Page #5

Upsell (i.e. $300 Coaching)

YES (5%)

YES (50%)

YES (30%)

YES (10%)

YES (30%)

Tip #2 – Tripwire

Main Product/Offer

Tip #1 – Lead Magnet

Tip #3 – Profit Maximizer (Upsell)

Lifecycle MarkeBng: Right Message, Right Channel, Right Time (1:1 RelaBonships)

Why build a newsleqer and send it once? Instead build a drip email to send daily!



Social News Feed,

Pay2Play (2% organic visibility),

Brands & People create

circles, Great for SEO

A Social Pic Timeline, Mobile, Lifestyle Brands,

90% < 35yrs a

A Tag-‐based Group Message Board (140 characters)

Professional, B2B (Business), RecruiBng, Business Publishing

68% Women, AspiraBonal, Discovery, Visual, CreaBve,

I Want to be Validated/

Heard/NoBced

I Am sBll trying to Figure G+

Out

I Want to be Seen

I Am part of a Group

ConversaBon

I Want a Job or Business Deal

I Want Stuff…

Past Present Future

State of Presence

People Groups/SEO Pics/Vids PercepBons Jobs AspiraBons

The Age of the Influencer


Copy & Messaging are King & Queen

What We Want to Say How We Want to Say It

Primary Message

Secondary Message

TerBary Message (opBonal)

SupporBng Points (opBonal) Fill this out 1st Fill this out 2nd

Messaging Matrix (Your Guide for All Copy WriBng, Social Media, PR MarkeBng)

Write Longer Copy Using 9-‐Step Process 1.  SituaBon 2.  Problem 3.  SoluBon 4.  Benefit 5.  Economic Value 6.  Comparison 7.  ValidaBon 8.  Procedure 9.  Call-‐to-‐AcBon



The Vision-‐Strategy-‐ExecuBon Pyramid Mapping MoBvaBons to ExecuBon

Simon Sinek’s, Golden Circle

Vision Tac&cal Strategy

Tac&cal Execu&on

QuesBons & Answers


Resources •  25 MarkeBng Terms You Should Know


Marketing from Source - Turn ON Your Marketing Engine, Attract Customers, Light Up Your Business

Marketing

Transcript of Marketing from Source - Turn ON Your Marketing Engine, Attract Customers, Light Up Your Business