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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    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

    215-491-0100eric@square2marketing.com

    www.square2marketing.com

    Please Connect with Me!@Square2LinkedIn

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