eric keiles - strategy before tactics

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STRATEGY BEFORE TACTICSThe Secret To Achieving Amazing Inbound Marketing Results

ERIC KEILES, CMOSQUARE 2 MARKETING

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WARNINGAbout To Enter The

Uncomfortable Zone

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1. Why Strategy Before Tactics?2. Understanding Buyer Behavior Changes3. Getting Started on Strategy4. Cascading Your Story Into Content5. Funnel & Conversions6. Campaigns & Lead Generation7. Q&A

TODAYS AGENDA

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1 WHY STRATEGY BEFORE TACTICS?

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MY INBOUND MARKETING

ISNT PRODUCING AND I DONT

KNOW WHY?!?

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2 UNDERSTANDING BUYER BEHAVIOR CHANGES

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Question:How Would You Go About Choosing a New Vendor?

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Question:Why Would You Assume

Your Prospects Are Behaving Any Differently???

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Courtesy of Nielson

90 percent trust peerrecommendations

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Courtesy of Nielson

84 percent will take action based on the opinion of others

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Courtesy of Nielson

75 percent rely on social media to inform purchasing decisions

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3 GETTING STARTED ON STRATEGY

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DOPERSONASAND GO!

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I DONT WANT TO DO

STRATEGY!

TACTICS ARE MORE FUN!

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1. Whos my perfect buyer (persona)?

2. What pains & problems do they have?

3. How can my company solve those pains and problems?

4. How can our solution be remarkable?

The FOUR Key Questions:

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Edgecrafting

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Lets Try a FewVolunteers, please!

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4 CASCADING THE STORYINTO CONTENT

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IT HAS TO BE ABOUT THEM

NOT YOU!

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The Red & Blue TestIts About Them - Not You!

No! Yes!

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Headlines & Offers

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Headlines- The Essence Of What You Can Do

To Help Your Prospects and Clients

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Headlines- The Essence Of What You Can Do

To Help Your Prospects and Clients

Offers- Always Emanates From Pain

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#INBOUND16Survey conducted online within the United States by Harris Interactive on behalf of Janrain from June 28 July 2, 2013 among 2,091 U.S. adults

What Will Consumers Give Up To Get Relevant Content?

25% Chocolate for a month

21% Smart phone for a day

13% Sex for a month

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Think Like A Publisher

NOT An Advertiser!

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5 FUNNEL & CONVERSIONS

#INBOUND16The Inbound Marketing Content Funnel

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6 CAMPAIGNS & LEAD GENERATION

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Whats The Strategy?

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Target Sourcing

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Marketing Machine

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Time Time Time Time Time

The Marketing Machine

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Sneezers

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Let Them Tell Your Story!

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Selfie!

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The Mission

Offer #1:Get The Slides

Offer #2:Complimentary Assessment of Your Inbound Marketing Program

www.square2marketing.com/blue-sheet

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7 QUESTIONS?

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Thank You!Eric Keiles

[email protected]

www.square2marketing.com

Please Connect with Me!@Square2LinkedIn

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eric keiles - strategy before tactics

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