Alternative advertising

EXPLORING WAYS TO MAXIMIZE THE

MARKETING ASSETS OF YOUR COMPANY

TO BUILD MOMENTUM AND CLIENTS.

Alternative Advertising

THIS IS SUPER COOL

IT ’S NOT THE ONLY WAY

I ’M NOT SAYING IT ’S RIGHT FOR YOU

I ’M JUST SAYING IT ’S SUPER COOL

Disclaimer

INBOUND vs . OUTBOUND

REACH & RECYCLE CONCEPT

BUILDING YOUR PLANGOALSASSETSMARKET

STRATEGIC PLANTRACK

TWEAK GROW


Inbound Outbound

Attract Interrupt

Inbound vs. Outbound

It’s like BNI: A Givers Gain Mentality

Inbound Marketing Concept

It is not a tactic, channel or technology. It’s a way to approach your marketing to capitalize the way consumers make buying decisions today.

Inbound marketers understand that people value personalized, relevant content and connections.

It allows you to attract visitors, convert leads, close customers and delight them into promoting your business to others.

Examples of Inbound Marketing

INBOUND MARKETING(AKA “free” traffic sources)

News/Media/PR

SEO

Email Research/White

Papers

Infographics

Social Networking

Webinars

Forums

Online Video

Document Sharing

Q&A Sites

Word of Mouth

Blogs + Blogging

Direct Traffic

Comment Marketing

Direct/Referral Links

Podcasting

Social Bookmarking

Did you just say FREE?

Inbound marketing is not free

Your time is valuableThese items take timeIf you’re not truly interested

in doing them yourself don’t, you can hire people to do these tasks for you

Although it’s NOT free it can be cost effective

Transition from Sales Funnel to Hour GlassA cultural sales shift from hunting to farming.

Build an online bridge to your customers.

Reach & Recycle

Your Audienc

e

Closed Busines

sFacebook

Email Marketing

Blog & Website

Pinterest

Other possible digital components of your marketing bridge:Twitter, LinkedIn, Houzz, Google+, YouTube, Google AdWords

Don’t just build a bridge, cast a net.

Reach & Recycle

Your Audienc

e

Closed Busines

s WEBSITE

Blog

Email Marketing

Facebook

Pinterest

Goals

Asset Leverag

e

Market Review

Strategic Plan

Tracking

Tweaking

Growing

Building Your Plan

Poor Goals Examples

List higher on Google search results

If you effectively engage in inbound marketing your site will naturally rank higher, it’s a way to measure success

Increase Facebook fans

Fans will join you because of your actions and conversations, this is an effect of good interactions and can be a measurement tool

Keeping up with the Jones’

It’s easy for potential clients to see if you’re genuinely trying to engage them for their benefit or yours

-

-

-

Good Goals Examples

Reaching a different demographic Those elusive 30 something’s skirt traditional marketing in

many ways with untraditional buying and decisions making trends

Develop current client relationships Making your current client base into a referral source and also

cross selling to those with existing relationships

Increase sales by $x Keeping your pipeline full by continually interacting with

people who are not in your target demographic yet but will be

Expand to a new geographical area The Internet goes almost everywhere, so can you with a bit of

effort and strategic planning

+

+

+

+

Great Goals Examples

Provide resources for young couples looking to buy a home Those resources may guide them through this decision, and you

may get a phone call to look at one of the listings

Help business owners make strong marketing decisions By establishing yourself as an expert those same business

owners may turn to you for your marketing services

Educate and inspire followers to decorate home with passion Inspiration is a true gift and you may get a resounding thank

you by increased visitors to you website that may become customers

+

+

+

Goals

Asset Leverag

e

Market Review

Strategic Plan

Tracking

Tweaking

Growing

Building Your Plan

Leverage Your Marketing AssetsAnything your company has that can be utilized to create reach.

Reach can be:

• Bought• Borrowed• Built

Client & Non-Client Contacts

• Email List• Mailing Address List• Facebook Friends/Fans• Twitter Followers• Blog Followers• Email Subscribers

Capital• Services for Trade• Funds to Invest

Staff• Sales• Designers• Writers• Delivery Truck Drivers• Interns• Kids

Ready Made Marketing Materials

• Previously Designed Ads• Testimonials• Portfolio Photos• Ad Specialty Items

Sphere of Influence• Strategic Alliances• BNI Chapter• Rotary Group• Neighborhood

Association• Church• Gym• Country Club

Location• Shared Building Space• Signage• Window/Display Space• Sidewalks

Equipment• Printer• Company Cars• CRM• Smart Phones

Processes• Checkout • Sales

THE WHOLE TEAM HAS TO BE ON BOARD OR IT ’S A DEAL KILLER

CULTURE CHECK

Goals

Asset Leverag

e

Market Review

Strategic Plan

Tracking

Tweaking

Growing

Building Your Plan

Market Review

Interests

Income

Gender

Education Level

Communication Style

Life Style

Age

Location

Relationship

Who are youspeaking to?

What value can you create that will help a person at a specific point in their life make a decision to use your service?

WHEN TRYING TO REACH TO EVERYONE YOU END UP TOUCHING TO NO ONE AT ALL

CONSIDER CREATING BUYER PERSONAS TO HELP YOU SEE YOURSELF IN THE

SHOES OF YOUR TARGET MARKET

Talk to Someone Special, Not Everyone in General

Potential Clients Competition

Location Primary referral sources

Marketing Efforts Clients Strategic Alliances

Communication preferences

Online reading sources Organizations Social media outlets

Digital and traditional media trends

Look for companies experiencing exponential growth for ideas

Practices of those you admire in other communities like ours

Companies outside of your industry effectively communicating with your target market

Market Review

SBDC offers services to assess your current clients and their media preferences

Goals

Asset Leverag

e

Market Review

Strategic Plan

Tracking

Tweaking

Growing

Building Your Plan

Strategic Plan Components

Messagewhat

Application

how

Mediumwhere

Schedule

when

Then narrow down all of your ideas Visit your core values as a company, how can you give back

and gain as a side effect?

DREAM BIG!

All marketing content is essentially composed to achieve the same goal:

To get people to read it.

Messagewhat

Messagewhat

Look around you everywhere you go

Nurturing your strategic partnerships

Looking at what others like (especially when in an area that caters to your market)

Look for inspiration everywhere, even your competitors

Correct bridge burning problems as quickly as possible

Awareness Builds Inspiration

You don’t just have to write about what you do. You do have to write about topics of value to your

audience.

Messagewhat

Direct Sales Approach

Examples Promotions/Deals Price driven decisions Commodities Commercials Timely Sales Persons Enforce

Arguments Interrupt Good for immediate

buyers Noise, not memorable Not building a

relationship Not building a promoter

Communicating With and For

Are you promoting or conversing?

Messagewhat

Indirect Sales

Examples Testimonials Photo Galleries Writing

Newsletters Success Stories

Surveys

Arguments Giving prospects what they

need to judge your company Listening to your audience in

a controlled setting Could build a promoter if the

sales and post sale process is right


Messagewhat

Thought Leader/Industry Expert

Examples Written, Photo & Video

Tutorials Authoring

Guides White Papers Books

Trend & Comparison Reports

FAQ’s

Arguments Builds credibility Memorable Shares company

values Creates a reason to

return Fosters relationships

with future buyers



Staff Equipment Client lists

Processes Non-Client

Contacts

Money/Trade Location

How the message will be delivered:

Use your assets to cost effectively deliver your message.

Messagewhat

Application

how

Mediumwhere

Schedule

when

Applicationhow

How can you use your assets to build more assets?

Builder vs. Driver


Blog (Yours or Others) Email Marketing Social Media Direct Mail

Print Advertising Newsletters (Yours or

Others) Doorknobs

Where your message will be most effectively be distributed:

Messagewhat

Application

how

Mediumwhere

Schedule

when


Daily Weekly Monthly

Bi-Monthly Quarterly Time of year

Time of month Day of the

week Time of day

When will the message be delivered:

Messagewhat

Mediumwhere

Applicationhow

Schedule

when

Goals

Asset Leverag

e

Market Review

Strategic Plan

Tracking

Tweaking

Growing

Building Your Plan

Invest in what works

Unique URLs for each advertising medium

Draw conclusions from web analytics

Regularly reviewing results in all mediums

Track click > lead > close, not just clicks

Estimate the value of the activities based on closed business

Review changes in sales and interactions over time

Tracking

Biggest Excuse for Not Tracking:Fear of Failure

Goals

Asset Leverag

e

Market Review

Strategic Plan

Tracking

Tweaking

Growing

Building Your Plan

Focus on what’s working and do more of it!

Give viewers more of what they like

Add more assets to campaigns and mediums that work

Review for cultural pit falls

Don’t let pride get in the way of success

Keep up with your competition and industry trends

Tweaking

Goals

Asset Leverag

e

Market Review

Strategic Plan

Tracking

Tweaking

Growing

Building Your Plan

Growing

Add new mediums as they are built and become appropriate

Recycle content throughout additional mediums

Grow your reach to grow promoters and grow your business

INBOUND vs . OUTBOUND

REACH & RECYCLE CONCEPT

BUILDING YOUR PLANGOALSASSETSMARKET

STRATEGIC PLANTRACK

TWEAK GROW


THANK YOU

Questions?

Business

Alternative advertising