How to turn your marketing into a lead sucking vortext

HOW TO TURN YOUR MARKETING INTO A LEAD-

SUCKING VORTEXFriday, February 22, 13

Today’s Agenda

1

2

3

Introduce Content Marketing

Give Examples of Success

Highlight Resources

Friday, February 22, 13

HOW I BUILTMY FIRST COMPANY

Friday, February 22, 13

Friday, February 22, 13

Friday, February 22, 13

WE FOUND OUR LIST, AND

THEN...

Friday, February 22, 13

WE CALLED THEMFriday, February 22, 13

Friday, February 22, 13

Friday, February 22, 13

THE CRASH OF 2007

Friday, February 22, 13

MY STRATEGY STOPPED WORKING

Friday, February 22, 13

SOLDMY COMPANY AND

IN 2008 I

TOOK A MINI RETIREMENT

Friday, February 22, 13

TIME FOR A TIME OUT AND A NEW APPROACH

Friday, February 22, 13

THANE MAKE MILLIONS BY SPENDING HUNDREDS OF

THOUSANDS ON ADVERTISING

Friday, February 22, 13

REAL ESTATE MELT DOWN

Friday, February 22, 13

I CAN OUTSPEND MY COMPETITION

Friday, February 22, 13

GUESS HOW THAT TURNED

OUT?Friday, February 22, 13

WRONG?

WHAT WAS I DOING

Friday, February 22, 13

MY STRATEGY WAS FLAWED

Friday, February 22, 13

OUTBOUND MARKETING WASN’T WORKING

Friday, February 22, 13

WHY?

Friday, February 22, 13

PEOPLE ARE OVERWHELMED

Friday, February 22, 13

THEY DON’T WANT YOU TO TRY HARDER

TO REACH THEM

Friday, February 22, 13

MEANWhat does this

for marketers?

Friday, February 22, 13

GETTING

ATTENTIONIS HARDER THAN EVER

Friday, February 22, 13

QUESTIONLet me ask you a

Friday, February 22, 13

are youpartying

marketinglike its 1999?

Yes.

No.

Friday, February 22, 13

Yes.If

you aredefinitely...

Friday, February 22, 13

Friday, February 22, 13

and...

Friday, February 22, 13

marketingYOUR

SUCKS.

Friday, February 22, 13

To succeed, you need to...

Friday, February 22, 13

STOP INTERRUPTING PEOPLE FROM WHAT THEY ARE INTERESTED IN

Friday, February 22, 13

BECOMEWHAT PEOPLE ARE INTERESTED IN

Friday, February 22, 13

In-bound Mar-ket-ing- noun

Any tactic that relies on earning people’s interest rather than buying it.

Friday, February 22, 13

WHAT WAS THE LAST THING YOU

BOUGHT?

Friday, February 22, 13

Friday, February 22, 13

GETTING STARTED WITH CONTENT MARKETING

Friday, February 22, 13

BUYING STARTS WITH SEARCH

Friday, February 22, 13

STEP 1CONTENT STRATEGY

Friday, February 22, 13

KNOW YOUR AUDIENCE What keeps them

What do they desire

AWAKE?

MOST?How can you

HELP?

Friday, February 22, 13

HELP THEM

Friday, February 22, 13

TARGET LONG TAIL KEYWORDS

Friday, February 22, 13

NO SHORTCUTS

Friday, February 22, 13

DEVELOP A LEAN MODEL

Friday, February 22, 13

BECOME THE WIKIPEDIA FOR YOUR NICHE

Friday, February 22, 13

Friday, February 22, 13

2008

Friday, February 22, 13

2008

Friday, February 22, 13

2008

$250,000Marketing Budget

Friday, February 22, 13

2008

$250,000Marketing Budget

Sales: $4,000,000

Friday, February 22, 13

2008

$250,000Marketing Budget

Sales: $4,000,000

2012

Friday, February 22, 13

2008

$250,000Marketing Budget

Sales: $4,000,000

2012

Friday, February 22, 13

2008

$250,000Marketing Budget

Sales: $4,000,000

2012

$20,000Marketing Budget

Friday, February 22, 13

2008

$250,000Marketing Budget

Sales: $4,000,000

2012

$20,000Marketing Budget

Sales: $4,500,000

Friday, February 22, 13

Friday, February 22, 13

2008

Friday, February 22, 13

2008

Other65%

Web35%

Leads from Internet

Friday, February 22, 13

2008 2012

Other65%

Web35%

Leads from Internet

Friday, February 22, 13

2008 2012

Other65%

Web35%

Leads from Internet

10%

Web90%

Leads from Internet

Friday, February 22, 13

2008 2012

Other65%

Web35%

Leads from Internet

10%

Web90%

Leads from Internet

1

Friday, February 22, 13

2008 2012

Other65%

Web35%

Leads from Internet

10%

Web90%

Leads from Internet

Sales Appointment Time Decreased by 60 minutes1

Friday, February 22, 13

2008 2012

Other65%

Web35%

Leads from Internet

10%

Web90%

Leads from Internet

Sales Appointment Time Decreased by 60 minutes1

2Friday, February 22, 13

2008 2012

Other65%

Web35%

Leads from Internet

10%

Web90%

Leads from Internet

Sales Appointment Time Decreased by 60 minutes1

2 Closing Rate Doubled

Friday, February 22, 13

STEP 2CONTENT PRODUCTION

Friday, February 22, 13

Friday, February 22, 13

CREATE A CONTENT CALENDAR

Friday, February 22, 13

WRITE

Friday, February 22, 13

START A PODCAST(INTERVIEW OTHERS)

Friday, February 22, 13

CREATE VIDEOSFriday, February 22, 13

CREATE REPORTS

Friday, February 22, 13

STEP 3CONTENT DISTRIBUTION

Friday, February 22, 13

SOCIAL INFLUENCE

MAJOR DRIVER OF

SEO

Friday, February 22, 13

Friday, February 22, 13

STEP 4MARKETING AUTOMATION

Friday, February 22, 13

LIFECYCLE MARKETING

Friday, February 22, 13

SEGMENT YOUR

PROSPECTS

Friday, February 22, 13

BEHAVIORAL SEGMENTATION

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98% OF CONSULTS BECOME MEMBERS

Friday, February 22, 13

REVENUE DOUBLED WITHIN 12 MONTHS

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Friday, February 22, 13

Friday, February 22, 13

Resourcesfor your

JOURNEY

Friday, February 22, 13

http://brightIdeas.co

http://contentmarketinginstitute.com

http://SEOmoz.org

http://ilovemarketing.com

http://socialmediaexaminer.com

http://hubspot.com

http://infusionsoft.com

Friday, February 22, 13

Content StrategyCreating ContentDistributing Content (SEO & Social)Measuring Success

Friday, February 22, 13