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SimpleStepstoGreatMarke0ng

1  INTRODUCTION TO INBOUND MARKETING

2 UNDERSTAND YOUR BUYER(S)

3 YOUR KEY DIFFERENTIATOR(S)

4 HOW INBOUND MARKETING WORKS

5  INTRODUCTION TO SOCIAL ADVISORS

CONTENTS:

The promotion of a company through

blogs, podcasts, video, eBooks,

newsletters, whitepapers, SEO,

physical products, social media

marketing, and other forms of content

marketing which serve to attract

customers through the different stages

of the purchase funnel.

1  WHAT IS INBOUND MARKETING?

Inbound marketing in a nutshell:

Market with a magnet,

not a sledgehammer.

INBOUND IS AN APPROACH TO MARKETING THAT REACHES TODAY’S CONSUMER.

Understand what content pulls your buyers through the sales funnel.

Get found by qualified leads online with content (website pages, blog articles, social messages) optimized for search and social media.

Inbound marketing is a philosophy

based on the fact that consumers

buy differently today than they did 15

or more years ago.

WHY INBOUND MARKETING WORKS.

PRE-INTERNET. •  Buyer: Relatively

uninformed.

•  Buyer Journey: Linear.

•  Marketing Playbook:

Interrupt (cold calls and

advertising).

THINK ABOUT IT.

TODAY. •  Buyer: Well-informed.

•  Buyer Journey: Fluid and

random. Starts social and

search.

•  Marketing Playbook:

Thought leadership through

content creation.

By aligning the content you publish

with your customer’s interests, you

can earn permission to market to

prospects that you can convert into

leads, close into customers, and

delight to the point they come

promoters of your brand.

PERMISSION BASED MARKETING IS REPLACING INTERRUPTION BASED MARKETING.

You create targeted content that

answers your customer's basic

questions and needs, and you share

that content far and wide to find your

next clients, customers or members.

CONTENT CREATION.

•  Building trust, not skepticism

among your prospects.

•  Being loved, not ignored by your

customers.

•  Outsmarting, not outspending

your competitors.

IN SUMMARY, INBOUND MARKETING IS ABOUT ...

Why it is important to identify your buyer(s)?

•  To better understand your customers’ needs and your value to them.

•  To build sales and marketing strategies.

•  Define the direction/evolution of your business.

•  Better understanding leads to better performance.

2  WHO IS YOUR BUYER.

•  Personal demographics

•  Education

•  Industry

•  Company Size

•  Position

•  How is their performance judged

UNDERSTAND YOUR BUYER(S)

•  Hobbies

•  Personal Interests

•  Social life/associations/

organizations

•  Purchasing decisions

•  No budget

•  Too old or too young

•  Live too far away

•  Cost too much to acquire

•  Unlikely to buy more than once

UNDERSTAND WHO YOUR BUYER IS NOT!

We all work in a competitive

environment. What is a characteristic of

your business that sets you apart from

your competitors?

3  KNOW YOUR KEY DIFFERENTIATORS.

1 Is it true?

For professional services, outline customer expectation. No hidden fees,

no surprises.

2   Can you prove it?

Survey your customers/clients/members. Understand why they work with

you.

3   Is it relevant?

Understand your audience and specialize

KEY DIFFERENTIATORS MUST HAVE 3 CHARACTERISTICS.

•  Specialize in an industry or type

•  Develop visible experts

•  Dominate your market with an

impressive client list

•  Focus on a notable accomplishment

IDENTIFYING YOUR KEY DIFFERENTIATORS.

•  Offer a high-end solution

•  Location matters

•  Technical advantage

•  Efficiency leads to superior pricing

•  Look and act differently

Blog Social Media

SEO

Calls-to-Action Landing Pages

Forms

Email Personalization Sales Indicators

Social Media Smart-Tagging

Email

Attract Convert Close Delight

Strangers Visitors Leads Members Promoters

4  THE METHODOLOGY. HOW INBOUND WORKS.

Tools to attract strangers to your

site include:

•  Social Media – Targeted Lead

Generation

•  Search – Organic & Paid

•  Retargeted Advertising

•  Display Advertising

STEP 1: ATTRACT STRANGERS AND TURN THEM INTO VISITORS.

Attract

Strangers Visitors

Blog Social Media

SEO

•  Google My Business for local

listings

•  Paid – Google Adwords

•  Display – Google Network

•  Organic SEO

SEARCH: ATTRACT STRANGERS AND TURN THEM INTO VISITORS.

Attract

Strangers Visitors

Blog Social Media

SEO

LOCAL SEARCH: CLAIM YOUR LISTINGS.

Attract

Strangers Visitors

Blog Social Media

SEO

•  Where are you located

•  Where do you sell

•  What do you sell, describe in

detail

•  Who do you sell to

•  Google.com/adwords

SEARCH: DEVELOP YOUR KEYWORD STRATEGY FOR PAID AND ORGANIC LISTINGS.

Attract

Strangers Visitors

Blog Social Media

SEO

•  Consistent relevant content

updates

•  Great social media presence

•  Accurate directory listings

•  Google My Business listing

•  Links from other websites

•  Relevancy is imperative

SEARCH: RULE ORGANIC SEO.

Attract

Strangers Visitors

Blog Social Media

SEO

•  Target Facebook Advertising for

Lead Generation

•  Participate in groups that fit your

target audience

•  Provide content that will matter

to your target buyers

•  Deliver them to your website or

storefront

SOCIAL: ATTRACT STRANGERS AND TURN THEM INTO VISITORS.

Attract

Strangers Visitors

Blog Social Media

SEO

SOCIAL: FACEBOOK & LINKEDIN TARGETING.

Attract

Strangers Visitors

Blog Social Media

SEO

RETARGETING: CONTINUE TO INFLUENCE PREVIOUS WEBSITE VISITORS.

Attract

Strangers Visitors

Blog Social Media

SEO

DISPLAY: PLACE YOUR ADS ON RELEVANT WEBSITES.

Attract

Strangers Visitors

Blog Social Media

SEO

Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

STEP 2: CONVERT WEBSITE VISITORS INTO LEADS.

Blog Social Media

SEO

Calls-to-Action Landing Pages

Forms

Email Personalization Sales Indicators

Social Media Smart-Calls-to-

Action Email

Tools to convert visitors into leads

include:

•  Relevant Compelling Content

•  Calls-to-Action

•  Landing Pages

•  Lead Forms

STEP 2: CONVERT WEBSITE VISITORS INTO LEADS.

Convert

Visitors Leads

Calls-to-Action Landing Pages

Forms

•  Video

•  Ebooks

•  Coupons

•  Infographics

•  Tutorials

•  Relevant blog

posts

WHAT CONTENT MATTERS TO YOUR CUSTOMERS?

Convert

Visitors Leads

Calls-to-Action Landing Pages

Forms

•  Product reviews

•  Polls/Surveys

•  Case Studies

•  Guest posts

•  User Generated

Content

ENTICE YOUR VISITORS TO CLAIM AN OFFER WITH CALLS-TO-ACTION.

In order for visitors to become

leads, they must fill out a form and

submit their contact information.

Goal: Continually build the email

database.

USE FORMS TO GET THE INFORMATION YOU NEED ABOUT YOUR PROSPECTS.

Attract Convert Close Delight

Strangers Visitors Leads Members Promoters

STEP 3: CLOSE LEADS INTO CUSTOMERS THROUGH LEAD NURTURING.

Blog Social Media

SEO

Calls-to-Action Landing Pages

Forms

Email Personalization Sales Indicators

Social Media Smart-Calls-to-

Action Email

Tools to close leads into customers

include:

•  Email Marketing Automation

•  Lead Scoring through CRM

STEP 3: CLOSE LEADS INTO CUSTOMERS THROUGH LEAD NURTURING.

Close

Leads Members

Email Personalization Sales Indicators

Consistent email demonstrates

which of your prospects are

interacting with your brand and

business. An automated CRM will

track your warmest leads so you

know who to reach out to.

SEND TARGETED EMAILS TO LEADS. EDUCATE, ENTERTAIN AND MAKE AN OFFER.

Pay close attention to:

•  Who opens your email(s)

•  Who clicks on the links provided

•  How many people unsubscribe

TRACKING IS ESSENTIAL.

Attract Convert Close Delight

Strangers Visitors Leads Members Promoters

STEP 4: DELIGHT CUSTOMERS TO TURN THEM INTO PROMOTERS OF YOUR BRAND.

Blog Social Media

SEO

Calls-to-Action Landing Pages

Forms

Email Personalization Sales Indicators

Social Media Smart-Tagging

Email

Tools to delight your customers

include:

•  Social Media

•  Email

•  Personalized Outreach

STEP 4: DELIGHT CUSTOMERS TO TURN THEM INTO PROMOTERS OF YOUR BRAND.

Delight

Members Promoters

Social Media Smart-Tagging

Email

RESOURCES.

google.com/adwords – set up paid search account and plan keywords

Spyfu.com – research competitors keyword accounts

Yext.com – review directory listings

Facebook.com/business-ads – Facebook Ad Manager tutorial

Business.linkedin.com/ads – LinkedIn Targeting Tutorial

Infusionsoft.com – CRM

Youtube.com

5  INTRODUCTION TO SOCIAL ADVISORS.

Social Advisors creates highly

effective marketing content for

businesses. Then, we control the

distribution of that content to social

media, email, search and your

website for the purpose of direct

lead development.

OUR SERVICES:

LEAD GENERATION THROUGH:

•  SOCIAL MEDIA MANAGEMENT & MARKETING

•  CUSTOM CONTENT & AD CREATION

•  SEARCH ENGINE MARKETING

•  EMAIL MARKETING

•  SOCIAL MEDIA COACHING

•  CRM ADMINISTRATION

•  COMMUNITY ENGAGEMENT

SCHEDULE A FREE SOCIAL MEDIA &

WEBSITE ASSESSMENT.

CONTACT:

Charlie Van Derven

cvanderven@social-advisors.com

www.social-advisors.com

386.846.5291

THANK YOU.