The Moneyball Effect: Win the Size War with Effective Online Marketing
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Transcript of The Moneyball Effect: Win the Size War with Effective Online Marketing
Where Conversation Leads to Commerce
The Moneyball Effect:Win the Size War With
Effective Online Marketing
Wednesday, March 2811:30 a.m. – 12:30 p.m.
Milano VI
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Speakers
Angela LeavittChief Mojo-Making OfficerMojo Marketing
Brian LeonardChief Mojo-Fying OfficerMojo Marketing
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Have You Seen Moneyball?
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The Moneyball Story
• 2002 Oakland A’s, lowest budget in baseball• Top 3 players taken by NYC & Boston• Used creative analytics and “ninja” tactics to
choose replacements• Singular focus: “Get On Base”• Broke the record for longest winning streak• Billy Beane (GM) offered highest salary in
history
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“The Moneyball Effect” Defined
• Achieving massive results on a low budget• Employing creative “ninja” tactics to outsmart
the competition• Using data & statistics to track progress and
make adjustments
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Top Challenges Facing Agents
• The “Giants”– Stockpiles of cash– Hungry, demanding investors.– Massive Networks– Big Marketing Budgets– Mergers & Acquisitions
This is, of course, OUT of your control…
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Top Challenges Facing Agents
• More Agents Entering the Market• Moore’s Law– Technology getting faster and less expensive
exponentially – Must sell more to make the same
• The Web – BIG game changer– Social Media– Google
This is also OUT of your control…
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Top Challenges Facing Agents
• Outdated or homemade web presence– Nearly half of consumers base a company’s credibility on
the visual appeal of their website.
• Lack of action or movement• Out of sight, out of mind• Inconsistent messaging• Inconsistent image
All of this…YOU CAN CONTROL!!
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Our Client’s Heartbreaking Story
• Robert went up against a carrier• Lost the deal worth $70k/mo.• Was told he lost it because he looked too
“mom & pop”
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The Good News Is…
It’s never been easier & more cost-effective to • Appear larger• Appear more professional• Reach a wider audience• Reach your exact target
You just have to know WHAT to do, and HOW to do it!
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Assemble Your Winning Team
• The Batter• The Bat• Home Base• The Baseball• The Field• The Players• Uniforms
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The Batter: Your Prospect
• Everything starts here.
• You must study him!• Who is he?• What are his stats?• In this game, we
WANT him to hit the ball.
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Batter Activity
Refer to your worksheet!
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The Bat: Your Prospect’s Needs
• Needs• Desires• Fears• Dreams
Do the bat and the ball connect?Are you pitching the right content?
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Bat Activity
Refer to your worksheet!
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Uniforms: Your Image
What does your image say?Image includes:• Website• Collateral• Business Cards• Apparel• And more…
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Uniforms: Your Image
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Uniforms: Your Image
• High-res graphics• Organization & design• Effective copy – Forget features, it’s all about BENEFITS, baby!
• Headers & Footers
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Home Base: Your Website
• Your website must demonstrate:– Steadiness– Dependability (not going
anywhere)– Weight/power– Reality
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Home Base: Your Website
You should have:• Access• Good, professional design• Testimonials• Awards, Certifications, Clubs, Partners
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The Baseball: Relevant Content
This is what you “pitch” to the prospect to establish thought leadership • Blog posts• Newsletters• Case Studies/White Papers• Online Articles• Online Reviews
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The Playing Field: The Web
Where the majority of the game is played!How to be found on the field:• Conduct keyword research– What are your prospects searching for?– What answers do they need?
• Include those keywords in:– Website– Blogs– Social Media Posts
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Web Activity
Refer to your worksheet!
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The Players: Social Media Relationships
It’s the players that pass the ball (your content)around.Use:• LinkedIn • Twitter • Facebook • YouTube• Google+
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The Players: Social Media Relationships
Connect with:• Industry leaders• Media people• Partners• Current customers• ProspectsThis goes for telecom as well as vertical markets
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Get all this info, in much for detail, for free at
www.ChannelShowGift.com