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Building a roadmap for marketing success
What I do: Accelerate startups and fast-growing companies
with marketing powered by storytelling
Advisor: Next Canada, Ventures
for CanadaTwitter:
@markevansWebsite:
markevans.ca
I wrote a book about how to embrace the
power of storytelling(a two-year
labour of love)
AGENDA
Goals Channels
TacticsStory
Audience Measurement
WHAT I LEARNED FROM WHALES
FAILLack of well-articulated
strategy meant too many tactical options to tackle
and complete
WHAT IS AMARKETING STRATEGY?
“The essence of strategy is choosing what not to do. ” - Michael E. Porter
A MARKETING STRATEGY IS
NOT…..
NO MARKETING STRATEGY IS…..
MARKETING STRATEGY ELEMENTS
PRODUCT
COMPETITIONMONEY
PEOPLECUSTOMERS
WHY MARKETING?
COMMITMENT
Brand awareness
Media coverage
Sales/Leads
Website TrafficDownloads
Brand awareness Media coverage
Sales/Leads
Website TrafficDownloads
LeadsSalesUsers
Awareness Media
DownloadsSEOHR
VC
Being honest about expectations
VALUE PROPOSITIONS
For ____________ (target customer)Who ______ (statement of the need or
opportunity) our our (product/service name) is
____________ (product category)that (statement of benefit) ____________ .
For start-ups looking to drive more awareness, leads and sales, ME Consulting
accelerates their growth with marketing powered by storytelling.
TARGET AUDIENCES(aka Who matters to you?)
TARGET AUDIENCESWhat are their needs,
points of pain and interests?
What are the purchase triggers?
How do they research and make decisions?
What are the competitive options?
BUYER PERSONASINSIGHT INTO YOUR CUSTOMERS
Social mediaBlog
VideosInfographics
Website Newsletter
White papersSales sheetsCase studies
WebinarsTrials
TrialsDemosConsultationsProposals Estimates
1. Direct mail2. Webinars3. Infographics4. Blogs5. eBooks6. Social media7. White papers8. Case studies9. Websites10.Conferences11.Podcasts12.Videos13.Newsletters14.Media outreach
LIST YOUR CHANNELS
1. Websites2. Videos3. Infographics4. Newsletters5. Case studies6. Social media7. Blogs8. eBooks9. Podcasts10.Media outreach11.White papers12.Conferences13.Webinars14.Direct mail
RANK YOUR CHANNELS
• Websites• Videos• Infographics• Newsletters
• Case studies• Social media• Blogs• eBooks• Podcasts
• White papers• Conferences• Webinars• Direct mail
PRIORITIZE YOUR CHANNELS
NOW SOON LATER
TACTICAL EXECUTION PLAN
“However beautiful the strategy, you should occasionally look at the results”-Winston Churchill
Measure, measure, measure
ReloadDouble-DownExpand your
horizons
WHY STORYTELLING?Why does storytelling matter?
What are your goals and needs?
COMMITMENTHow much will you invest: people,
time and money?
PRODUCTWhat do you sell?
What problems are you solving?
TARGET AUDIENCESWho matters to you?
What do customers want and need?What are the triggers for
purchases?
CHANNELSWhere do you connect,
engage with the people who matter?
What channels work best?CHANNEL PRIORITIES
Rank channels based on goals, budget & peopleDetermine stories to be told now, soon and later.
THE MARKETHow large is it?
What the key growth drivers?Who are your direct, indirect
and emerging rivals?
UNIQUENESS VALUE PROPOSITIONSHow are you unique or different?
What’s the value delivered to customers?
Why should customers buy from you?
WHAT’S YOUR STORY?Who created the
company and why?
TONE OF VOICEWhat are your
company’s personality and values?
How should people feel about your brand?
YOUR STORYTELLERSWho will tell your
stories: CEO, employees, customers,
influencers, media?
STORYTELLING CANVAS
http://bit.ly/storytellingcanvas