Eric Keiles - The 30 Minute Marketing Plan

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The 30-Minute Marketing Plan Eliminate The Five Most Common Challenges With Executing Inbound Marketing

Eric Keiles

CMO, Square 2 Marketing

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My inbound marketing isnt performing,and I dont know why?!?

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Whats The Common Challenge

With Inbound?

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Whats TheCommon Challenge

With Inbound?

Lack of Results

Strategy Before Tactics How To Leverage Content Integrated Approach Ongoing Outreach & Optimization Goal Setting The Total Inbound Experience Wrap Up/Q&A

AGENDA

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1 Strategy Before Tactics

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What Is Inbound Marketing?

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Content

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Content OutreachStrategy

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Reality MarketingTM

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ChooseThe

Right Words!

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Your Job as Marketer:

Find Ways To Position Your Company AsRemarkable

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Be Remarkable!

Is Your Company a Purple Cow?

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You are never going to believe this! The builder of our new home puts a webcam on our site so we can watch the progress of our new home construction! You gotta check it out on their website

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2 Leveraging Content

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Reality MarketingTM

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The Buyers Journey

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3 Integrated Approach

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Especially In Inbound,1+1 = 3

(Its not just about the software)

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Results: We Need It All! Dedicated Inbound Marketing Manager Monthly goals for website traffic,

conversions and leads Defined sales process Weekly KPI Review On Site SEO Off Site SEO Social Media on all major networks Guest Blogging on multiple sites Blogging five times a week Quarterly Webinars Monthly Content Publication

Annual Site Relaunches Monthly adjustments to the site Lead Nurturing Social Media PPC (when we need extra

push) Conversion Optimization Speaking multiple times per month Educational email Best of the blog email Video Marketing Minute (twice a month) New Tactics Launching and testing new stuff

quarterly!

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The Inbound Marketing Content Funnel

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4 Ongoing Outreach & Optimization

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Reality MarketingTM

Persona Development Who Are They?

Demographic? Psychographic?

What Are Their Titles? What Do They Think? Where Are They Located? What Are Their Pains? Where Do They Go For Content? How Do They Want To Receive

Information? Jason, the CIO

Personas

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5 Goal Setting

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Quantifiable?

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Calculate Your Marketing Goals:

You need these three metrics:1) Revenue Goal: From $10MM this year to $12MM

2) Average Engagement Size: $25,0003) Close Rate: 50%

Revenue increase of $2MM divided by $25,000 means we need 80 new clients.

At a 50% close rate, we need 160 quotes and proposals to get 80 new clients

Need to generate 400-600 contacts to get 160 opportunities (rule of thumb: 3-5X)

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6 The Total Inbound Experience

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Question:

How Would You Go About Choosing a New Vendor?

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Question:

Why Would You Assume Your Prospects Are

Behaving Any Differently???

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Its Got To BeAbout Them

Not You!

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No! Yes!

The Red & Blue Test

Its About Them,

Not About You!

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UI/UXUser Interface/User Experience

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https://docs.google.com/spreadsheets/d/1kCG-eeDBAwr9jnzmmhjKAlLxe8aH6nHe6qm9_aWSWRI/edit%23gid=1849917312https://docs.google.com/spreadsheets/d/1kCG-eeDBAwr9jnzmmhjKAlLxe8aH6nHe6qm9_aWSWRI/edit%23gid=1849917312

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7 Wrap-Up / Q&A

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Marketing in 2016:

Theres good newsand bad news

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What was the typical American Breakfast prior to 1941?

Question:

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Today:Average of 63 Choices of Breakfast Options!

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Advertising

Sale

Three-Step MarketingThe way it used to be:

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Advertising

Sale

Three-Step MarketingThe way it used to be: The way it is now:

Inbound Marketing

Build the Marketing Machine

Database

Sale

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Square 2 Marketings2016 Outcome Imperative:

RESULTS!

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Read the Books!

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Hot Off The Presses!

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Free Digital Copy for Inbound Attendees:

http://tinyurl.com/otcepkl

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Our Mission

Offer #1:Complete the Blue Sheet and Get The Slides

Offer #2:Complimentary Assessment of Your Inbound Marketing Program

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Questions?

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Thank You!Eric Keiles215-491-0100 [email protected]

www.square2marketing.com

Please Connect with Me!@Square2LinkedIn

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