head above thecloud · what is their title? who do they report to? how to they measure success?...
TRANSCRIPT
TheCloudHead above
Creating Your (Results Driven) Marketing Strategy
© Speaker: K. Brooke Norman
The Goal:•Attract the right people•Adopt effective marketing strategies (in the age of data)•Measure business results to improve performance
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•Traffic•Leads•Conversion•Price / LTV
Four Key Metrics
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Good Marketing?•Right thing.•Right person.•Right time.
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STEPPS
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Attracting the
Right people©
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Traditionalists Baby Boomers Generation X Millennials
Birth Years 1900—1945 1946—1964 1965—1980 1981—2000
Gen Nicknames Moral Authority “Me” Generation Gen X Gen Y; Echo Boomers
Key AttributeCommited to
CompanyAbility to Handle Crisis Work/Life Balance Ambitious But Not Focused
Work Ethic Pay Your Dues 60-Hour Work WeekWork Smarter, Not
HarderWhat’s Next?
Views on Money Pay cash Buy now, pay later Save, save, save Earn to spend
Core Value Family/Community Success Time Individuality
Refer to the WMFC Generational Differences Report
Who Are You Talking To?
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Group ExerciseBuilding anIdeal Buyer Profile Using Seven Key Criteria
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1. Personal Background: Personal demographicsHow old are they?Are they married? Do they have kids?Annual household income?Male or female?
Educational backgroundLevel of education?Common fields of study?
Buyer Persona
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2. Company: What industry?How long have they been around?Family owned?Company size?RevenueEmployees
Buyer Persona
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3. Role: What is their title?Who do they report to?How to they measure success?What does a typical day look like?What skills do they need to be great at their
metrics?What knowledge and tools do they need to
meet metrics?
Buyer Persona
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4. Challenges: New innovations?Budget?Process inefficiencies?Time?Communication?Lack of knowledge?Lack of experience?
Buyer Persona
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5. Goals: Business performance goalsCareer goalsSocial ‘Currency’ goalsWhat is success in their role?What are their personal goals?
Buyer Persona
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6. Watering Holes: Where do they go for information?Google? Friends? Family? Experts?
Which publications do they read?Which associations do they keep?Which social networks do they exist in?
Buyer Persona
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7. Shopping Preferences: How do they prefer to interact?Online? Face to face? Over phone? Via email?
How will they vet you?Via internet? Ask friends?
Describe a recent sales cycle “purchase.”How many touches?What were the objections?What caused the decision?
Buyer Persona
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MarketingTechniquesto Fill Your
funnel
(1) Strategy(2)Relationship-focused(3)Data-driven(4)Storytelling
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Filling the Funnel
Leads Funnel in fromDifferent Sources
Inbound StrategiesIdentify Suspects
Nurture CycleEducate Prospects
Time to Qualify Opportunities
BusinessWon
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Traffic
Conversion
Leads
Price / LTV
Step One:The Call to Action
Step Two:The Click-Through
Step Three:The Landing Page
Step Four:The Thank You
Page
THE BAIT
THE CAGE
THE CAPTURE & TAGGING
THE RELEASE & TRACK
Digital Conversion Path
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Email your followers and pose an offer & CTA: Download my whitepaper, “3
Marketing Techniques that Triple Traffic and Produce Ready Buyers.”
When they click, your database will capture their activity! They are
intrigued. Navigate them to your www.RateYourMarketing.com page.
Require the person to fill out a form to get access to the whitepaper. Get their name, company name, title, city, and email address. If they complete
it, you KNOW they are interested.
Once they fill out the form, redirect to a Thank You page. Give more options
for downloads, webinars, and subscription. Track their behavior!
Digital Conversion Path
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1000 Leads Get Your CTA via Email
210 Prospects Open
40 Click-Through & Opt-Inon Your Landing Page
6 Appointments Set
2 Clients Won
21% Open Rate
3:1 Closing Rate
15% Conversion
4% CTR
Digital Conversion Path
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•Sponsored Events / Visibility Tips
•Social Media Tips•Email Tips•Direct Mail Tips•Client Engagement Tips
Score Yourself
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PR & Earned Media
Regardless of industry, you have something media-worthy to say. • What do your ideal buyers read, watch, etc?• What customer stories can you adapt into
eBook, workbook, case study article?• What do you read?• What can you contribute that makes the writer
(and reader) more valuable?
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Think of your watering holes...where do your ideal buyers exist? • Groups, associations, boards• Golf outings, charity events• Trade shows, industry associations• Can you speak at the event?• Community involvement and charitable intent
drives buying decisions by 40%
Sponsor Events
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Using social media can drive more attention to your site (SEO) and help COIs and prospects be more familiar and aware of you and your brand.
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Social Media
How does social affect SEO?
The first 10 search results from typing “financially simple”
promoted Justin’s site (none of which are sponsored or paid for positioning)
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The Impact of Social Media
Before they reach out, they check you out.• Update your profile summary to reinforce what
you do for your customers• “Link” with other top brands• Post regularly and often• Respond to comments and queries promptly• Post with pictures• Link back to your site• Make a calendar you can easily follow
LinkedIn Tips
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• Digital marketing efforts can be rapidly streamlined and monitored using automation tools
• Today, many systems can connect all media you choose to engage in one simple platform
• With automation comes data, which helps your marketing become unique and segmented
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Social MediaAuto-mation
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Email Marketing
Quick Tips:• Interesting subject (and short) line• Visual elements• Don’t give it all away!• Mobile friendliness• Keep it brief• Clear Call-to-Action
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Email Marketing
More Effective if More Methodical.Gift-giving is one of the most unique and attention grabbing tactics...taking it offline makes it even more memorableSend personalized letters and gifts to gain attention and build rapport (Every Family’s Business, Walking to Destiny, The Master Plan)Target specific contacts and send printed newsletter or quality content
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Direct Mail
• Gather powerful testimonials• Ask for referrals (have a referral thank-you process that wows)
• Ask for advice• Demonstrate your like-mindedness• Give first, ask second.
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Client Referrals
resultsMeasuring your
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Get your head out of the clouds and focused on proving business results
•Traffic•Leads•Conversion•Price / LTV
Four Key Metrics
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Four Key Metrics
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Buckets Starting Point 25% Growth 100% Growth
Traffic 10,000 12,500 20,000
Leads (2%) 200 250 400
Conversion (18%) 36 45 72
Price 4,000 4,000 4,000
Revenue $144,000.00 $180,000.00 $288,000.00
Marketing Impact: Doubling Traffic
Four Key Metrics
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Buckets Starting Point 25% Growth 100% Growth
Traffic 10,000 10,000 10,000
Leads (2%) 200 250 400
Conversion (18%) 36 45 72
Price 4,000 4,000 4,000
Revenue $144,000.00 $180,000.00 $288,000.00
Marketing Impact: Doubling Leads
Four Key Metrics
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Buckets Starting Point 25% Growth 100% Growth
Traffic 10,000 12,500 20,000
Leads (2%) (2%) 200 (2.5%) 313 (4%) 800
Conversion (18%) 36 56 144
Price 4,000 4,000 4,000
Revenue $144,000.00 $225,000.00 $576,000.00
Marketing Impact: Move 2 Needles
The impact of two areas results in 400% revenue growth
How do I rate my
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marketing?
Rate performance of 73 factorsusing a scale of 1 to 6 (no midpoint)
Example: Rating Marketing Metrics
3 3 4 3 1
3 4 3 2 4
2 3 3 4 2
4 3
Structural Capital Email Chapter Network Strategic Partner Social Media
Website/SEO CRM System Content Strategy PR & Media Inbound Strategy
Tradeshows Speaking Gigs Global Programs Referral Programs Direct Mail
Webinars Lead GenerationNOTE: Real life example from a B2B company analyzed in 2016, which shaped their 2017 marketing strategy and budget.
powerKnowledge is
Download a copy of the Marketing Assessment Scorecard by visiting this custom landing page:
www.RateYourMarketing.com
© Email Me: [email protected]