how to become remarkable with inbound marketing by jonathan elder
DESCRIPTION
Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)TRANSCRIPT
Jonathan Elder Square 2 Marketing
“The 30-Minute Marketing Plan”
How To Become Remarkable with
Inbound Marketing – Reality Marketing
Warning!
You might have to move out of your comfort zoneto accept this type of
marketing!
(I apologize in advance…not really)
Understanding Buyer Behavior
2013 – A New Era Begins
• Tools we didn’t have in 2003:– iPhones, iPads– Video (YouTube)– Facebook, LinkedIn– PR Newswire– Twitter– Blogs (Wordpress)– Web 2.0 (or real time)– Pinterest, Google +
Strategy Before Tactics
Strategic Messaging – Four Key Questions
1. Who Is Your Target Market?
2. What Pains & Problems Do They Have?
3. How Does Your Company Currently Solve Those Problems?
4. How Can You Make Those Solutions “Remarkable”
Strategic Messaging – Four Key Questions
1. Who Is Your Target Market?
2. What Pains & Problems Do They Have?
3. How Does Your Company Currently Solve Those Problems?
4. How Can You Make Those Solutions “Remarkable”
Strategic Messaging – Four Key Questions
1. Who Is Your Target Market?
2. What Pains & Problems Do They Have?
3. How Does Your Company Currently Solve Those Problems?
4. How Can You Make Those Solutions “Remarkable”
Strategic Messaging – Four Key Questions
1. Who Is Your Target Market?
2. What Pains & Problems Do They Have?
3. How Does Your Company Currently Solve Those Problems?
4. How Can You Make Those Solutions “Remarkable”
Strategic Messaging – Four Key Questions
1. Who Is Your Target Market?
2. What Pains & Problems Do They Have?
3. How Does Your Company Currently Solve Those Problems?
4. How Can You Make Those Solutions “Remarkable”
Reality Marketing™
Five-Point Marketing Check:
QuantifiableProspect-Focused
Goal OrientedHigh ROMIRemarkable
Reality Marketing™
Five-Point Marketing Check:
QuantifiableProspect-Focused
Goal OrientedHigh ROMIRemarkable
Reality Marketing™
Five-Point Marketing Check:
QuantifiableProspect-Focused
Goal OrientedHigh ROMIRemarkable
The Red & Blue TestIt’s About Them - Not You!
No! Yes!
Or
Reality Marketing™
Five-Point Marketing Check:
QuantifiableProspect-Focused
Goal OrientedHigh ROMIRemarkable
Set Marketing Goals:
Revenue: from £10MM to £12MMAverage Engagement Size: £25,000Close Rate: 50%
Need 160 quotes and proposals to get 80 new clients
Need to generate 400-600 contacts to get 160 opportunities
Now build a Marketing Machine™ to generate 400-600 contacts (qualified and unqualified)
Reality Marketing™
Five-Point Marketing Check:
QuantifiableProspect-Focused
Goal OrientedHigh ROMIRemarkable
Free October 22, 2012 Free
Thursday, October 22, 2012 from 2:00 PM to 5:00 PM (ET)
Thursday, October 22, 2012 from 2:00 PM to 5:00 PM (ET)
Reality Marketing™
Five-Point Marketing Check:
QuantifiableProspect-Focused
Goal OrientedHigh ROMIRemarkable
Your Job:
Find Ways To PositionYour CompanyAs “Remarkable”
The Challenge Of Being Remarkable
Are you a purple cow?
Advertising
Sale
Three-Step Advertising
The way it used to be:
The way it is now:
AdvertisingPublic Relations
Referrals
Provide Free Resources and
Build the Marketing
Machine Database
Provide Free Resources and
Build the Marketing
Machine Database
Sale
“Guided”Sales & Marketing
Guide Us, Don’t Sell Us
The Reality Marketing™ Sales Funnel
Time Time Time Time Time
The Marketing Machine™
Marketing Content is King (now more than ever)
• Public Content– Marketing messaging
• No Risk Content– White papers, tip sheets
• Low Risk Content– Demo, webinar,
consultation
• Sales Content– PDFs, sales presentation
They must KNOW, LIKE & TRUST you…
Comprehensive 30-Minute
Marketing Analysis with Website Grade Review
Square2Marketing.com/contact
We Are On A Mission…