business fundamentals: introduction to marketing

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Marketing fundamentals Introduction to marketing concepts and the Inbound

Marketing Methodology

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Danny chan Marketing manager Imagine Easy solutions danny@imagineeasy.com

@dannyc_c

Linkedin.com/in/danchan888

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Imagine Easy Solutions

A tiny company with big ideas.

We focus on building educational products that

work well. Our products make life easier,

faster and better for our users.

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Our products/services

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Course Takeaways 1.  Introduction to marketing principles

2.  Customer/USER Personas

3.  Introduction to Inbound Methodology

4.  Content marketing and its relation to you

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Marketing is the communication of the value of services or products from a company to their consumers.

What is marketing?

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Marketing attracts new customers by promising superior value.

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Customer Value Proposition

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The sum total experience a customer will realize upon purchase and use of a product or service

Customer Value Proposition

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Marketing helps to explain or promote

that value

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Value can be quantitative and/or qualitative.

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Cheaper, more efficient, faster and other descriptions that are measurable.

Quantitative

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“Quantitative” marketing has to give a

clearly defined and measurable comparison

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I m a g e c o u r t e s y o f m i c r o s o f t

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Image courtesy of cnbc.com

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Better, cooler, prettier and other

DESCRIPTIONS THAT are NOT EASILY MEASURABLE.

CAN BE SUBJECTIVE

“Qualitative” Marketing

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I m A G E C O U R T E S Y O F h t t p : / / w w w . b m w - m i l i t a r y - s a l e s . c o m

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“The Ultimate Driving Machine”

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I m a g e c o u r t e s y o f s c h i c k n e w z e a l a n d

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I m a g e c o u r t e s y o f H O l l i s t e r

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Great “qualitative” marketing is

emotionally driven.

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Why emotions?

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People will forget what you said

people will forget what you did

but people will never forget how you

made them feel - Maya Angelou

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“Emotions process sensory input in only 1/5 the time

our conscious, cognitive brain does” – Dan HilL

Emotionomics: Leveraging Emotions for Business

Success

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Common emotional triggers include

Love, anger, curiosity, fear, trust and guilt.

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Why are we spending so much time on emotions in this clasS?

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Happiness makes us want to share…

Sadness helps us connect and empathize…

Fear/surprise makes us desperate for something to cling to…

emotions work

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Better marketing is a combination

of both.

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Consumers are more intelligent, have access to more information and

have new definitions of value

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Warby parker

Dollar shave club

apple

Great brands to follow

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So how do we best communicate

these values?

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Three (broad) steps 1.  Segment

2.  Target

3.  position

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Identify your target potential market and segment them based on customer personas

segment

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Select the segments that appeal most to the desires of your company

target

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deliver the Customer value proposition in the most effective manner

position

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The full process 1.  D e f i n e t h e m a r k e t 2.  C r e a t e s e g m e n t s w i t h i n t h e m a r k e t

3.  E v a l u a t e s e g m e n t s f o r v i a b i l i t y

4.  C o n s t r u c t s e g m e n t p r o f i l e s

5.  E v a l u a t e t h e a t t r a c t i v e n e s s o f s e g m e n t s

6.  S e l e c t t a r g e t S e g m e n t s 7.  D e v e l o p p o s i t i o n i n g s t r a t e g y

8.  D e v e l o p a n d i m p l e m e n t m a r k e t i n g m i x

9.  R e v i e w a n d i t e r a t e

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Segmenting ensures that the audience are

getting relevant information that they

can relate to

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“Anticipated, personal and relevant advertising

always does better than

unsolicited junk.” - seth godin

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An imaginary person created with a name, history and story with enough detail for you to

understand his/her needs and wants

Customer/buyer Personas

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How to create a good Buyer persona

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Collect common attributes for your customers from:

•  Analytics on your users

•  Surveys and questionnaires

•  Educated speculation

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Work with team members such as:

•  Product developers

•  Marketing team

•  Sales and account managers

This is really crucial. Seriously.

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All personas should include:

Biographical data • demographical data Buzzwords and mannerisms Challenges • Goals Real quotes, if possible Common objections to purchasing And…

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A picture is worth a thousand words

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Marketing Manager Danny Chan Manages a small team wants to improve marketing efficiency 27 years old, unmarried, no children. College educated with 5 years of marketing experience Lives in Park Slope, Brooklyn, about 45 minutes from his office Fun fact: an obscene obsession of pandas and has a wonderful smile

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Current salary: $100 million Starting Salary: $80 million Danny has been with Imagine Easy Solutions for over a year after working in several startups in different industries Imagine Easy Solutions currently has 50 employees with a net revenue of $100 Billion

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Goals: danny wants to improve company marketing efforts to set his company apart from competitors Pain Points: Danny and his team works long hours and has trouble meeting project deadlines Objections: Marketing tools are expensive and difficult to implement

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His day: danny is in the office by 9am and starts his day reading and responding to emails. He meets with his team to discuss the day’s goals and objectives. He often has a meeting right before lunch with other managers in the office. He spends his time creating emails, developing content marketing pieces and working on new strategies with his ceo. He leaves the office by 7pm and spends his evening watching panda videos.

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Note the extensive story.

Its easier to market to a real person. make the story as real as possible.

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You’re going to have several personas for each of your products

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A great customer/buyer persona can take hours to set up.

It’s worth it.

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“Make the customer the

hero of your story.”

Ann handley, CCO of MarketingProfs

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Activity: answer these questions: •  What is their demographic info?

•  What is their job title and level?

•  What happens during their day?

•  What are their Challenges & Goals?

•  Common objections to purchasing?

•  Where are they searching?

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inbound Marketing Solutions Introduction to inbound and content marketing

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Radio, Television and print advertisement

Cold calling

Online Advertisement

Traditional formats

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How do we break through the

noise?

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Make Marketing people love.

- Hubspot

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A strategy that focuses on getting found by the right customers.

Inbound marketing

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We conduct 131 billion searches

per month Comscore, january 2010

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don’t interrupt. No one likes

interruptions.

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Push or pull

STOP! LISTEN! YO! T h i n g s y o u c a r e a b o u t …

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One-way communication

Companies look for the customers

No real measure of roi

audience probably hates the messages

The old way

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Two-way communication

Customers come looking for the brand

Marketers can prove roi

The audience loves the brand

The new way

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“People don’t believe what you tell them. They rarely believe what you show them.

They often believe what their friends tell them.

They always believe what they tell themselves.”

- Seth Godin

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Focus on the audience

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I m a g e c o u r t e s y o f h u b s p o t

Inbound methodology

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Attract with great content

Convert with calls-to-action and landing pages

close using the right tools

Delight by engaging over and over again

The theory

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Create great content

Drive traffic, always

Convert your followers

Nurture them like a baby

The execution

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But why inbound?

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Inbound marketing costs

62% less per lead than traditional

outbound marketing - Voltier Digital

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What are some inbound strategies?

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Blogs & vlogs

Ebooks & white papers

Podcasts & webinars

Infographics

Content marketing

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Two way conversations

Transparency and virality

Social media marketing

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Mailchimp • Wistia • Zendesk

Marketo • Unbounce

Hubspot • imagine easy solutions

Brands you should watch

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“What makes content engaging is relevancy. You need to

connect the contact information with the

content information.” - Gail Goodman, President and CEO Of

Constant contact

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Understanding customer

lifecycle stages

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Unaware

Interested

First-Time Customers

Repeat Customers

Brand Ambassadors

Lifecycle Stages

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Use content to start conversations and get these people to interact with you

The Unaware

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Use your content marketing to prove your company’s trustworthiness

Interested but not buying

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Use your content marketing to position your brand as a Thought-Leader in the industry

The first-Time Buyer

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Generate personalized content to build a lasting relationship with the customer

The Repeat Customer

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Create Content that reinforces their perception of you.

Empower them to share more about you.

The Brand Ambassador

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Unaware (Make them aware)

Interested (Stand Out from your competition)

First-Time Customers (Make them love you)

Repeat Customers (Keep them engaged)

Brand Ambassadors (help them tell all their friends)

Activity: What would you do?

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Where do you begin in content marketing?

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“No matter what, the very first piece of social media real

estate I’d start with is a blog.”

- Chris Brogan, Founder of New Marketing Labs

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Build your blog.

Optimize it.

Promote it.

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Your website works 24-hours a day, 7 days a week, 365 days a year

Make it epic

Your best employee

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92% of companies who blogged multiple times a day

acquired a customer through their blog

- Hubspot state of inbound 2010

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Blogs give 434% more indexed pages and

97% more indexed links - Content+ (UK Consulting firm)

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The ninja Marketer’s template on a good blog

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the general format of the blog

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Your blog needs to stand out.

The name has to be

descriptive and engaging

A great name

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Your blog should also introduce you or your brand…otherwise, it doesn’t serve it’s purpose,

which is to

sell the idea of you

Some info on you

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You have about 7 seconds to capture your reader’s attention.

Make sure they know what they’re getting with a quick glance.

Benefits to the reader

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Your blog is supposed to sell! Calls-to-Action

Lead Capturing Forms

Links to your Main Site and products

Phone-number, contact us, etc.

(Purpose)

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Sell your products

C o n t e n t . e a s y b i b . c o m

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Get subscribers

w w w . m a r k e t i n g p r o f s . c o m

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Further engage

w w w . s o c i a l m e d i a e x a m i n e r . c o m

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Make sharing easy and simple

Unless your goal is to stay unknown…

Share, share, share

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One click shares

C o n t e n t . e a s y b i b . c o m

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The anatomy of a great blog post

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A title of 4-8 words up to 70 characters

A “Featured” Image

Subheaders

Bullets and Lists

Short Copy

Outbound Links

Some basic Standards

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Easy to remember

Shows up correctly on Social Media Platforms

Should be engaging

Short Titles

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Because pictures are better

Breaks up text

Also great for Social Media

Featured Image

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Look…magic! Featured image Short title

A f a n t a s t i c p o s t o n h u f f p o

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Highlights important information

Higher value in search engine ranking

Breaks up text

subheaders

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Easier to read

Breaks up text

People love lists

Bullets and lists

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People hate reading A lot less copy

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Too much to read too little time to do it

LESS IS MORE

People tend to scan

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“Less is more. People don’t like to read.

Stop the copy vomit.” - Danny chan, marketing manager at

imagine Easy SOlutions

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The copy vomit

Even with lists,

this is way too

much copy

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Much easier on the eyes Less copy

Lists

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Even easier on the eyes Lists

Subheaders (that

are meaningful)

highlights

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Imagine your blog as a real conversation

“me me me”

vs

“Me, You, Him and Her”

Outbound links

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Add links to old posts

Add links to other stuff you own

Give them something to do

Bring them back

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Write for a human,

not a machine

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The greatest succinct guide to landing pages

(maybe)

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Tell them what

Tell them why

Tell them how

Without the copy vomit

What it needs

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The Landing PAge

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“Submit”

Navigation bar

Too many distractions

Social sharing features (WHAT?!)

Things you can do without

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Social Share Links

Instant Access to Download

Reengagement Opportunities

Thank You PAge

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The outbound part

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Email Marketing

Social media Outreach

Advertising

Cold Calling, Conferences and others

Outbound tactics

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“What we really need is a mindset that will make us relevant to today’s

consumers, a mindset from ‘telling & selling’ to

building relationships” - J im stengel, former global marketing officer

of procter and gamble

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Questions? Comments? danny@imagineeasy.com

@dannyc_c

L inkedin.com/in/danchan888