Getting Your Clients to Pay for an Inbound Marketing Strategy.

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EricKeiles

avid hiker who once spent three days alone, hiking the appalachian trail

@Square2

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Mike Lieberman

I consider myself a recovering advertiser, as I once spent $85,000 on a single page ad in cfo magazine

@Mike2Marketing@Square2

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1HOW DID WE GET HERE?And what do we do about it?

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Overnight Marketing Turned Complicated.

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22%only 22% of business owners or executives admitted to having a written marketing plan, yet 85% were planning to do some form of marketing.

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* Primary research collected by Square 2 Marketing, since 2003, over 1,500 businesses surveyed.

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we have to explain it to our clients.

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we have to gain their trust.

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we have to get them to pay us for our expertise.

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Differentiate.Communicate.Integrate.

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2WHY IS STRATEGY SO IMPORTANT NOW?The Client’s Perspective

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ITS COMPLEX

• Website Design• Search Optimization• Social Media• Content Creation• Content Curation• Conversions• Landing Pages• Lead Nurturing• Messaging• Differentiation• Keyword Analysis• Analysis, Tracking, Testing

clients want results.

theywant themfast.

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Marketing has never been more integrated

clients need to stay focused.

Clients need a trainer with goals and a plan to get them results

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3WHY IS STRATEGY SO IMPORTANT NOW?Our Agency’s Perspective

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ITS COMPLEX

• Website Design• Search Optimization• Social Media• Content Creation• Content Curation• Conversions• Landing Pages• Lead Nurturing• Messaging• Differentiation• Keyword Analysis• Analysis, Tracking, Testing

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IMPROVED BUSINESS PERFORMANCE

• Our projects are more profitable

• Our people are happier• Our clients are more

referenceable

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STICKIER ENGAGEMENTS

• Variety of integrated tactics are recommended

• Economies of scale are delivered

• We already know the client, how to work with them and what they like

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DIFFERNTIATION

• Single tactic experts…Website developers, seo consultants, PR experts, graphic designers

• Sole practitioners…who do what the client says

• Advertising agencies…non-inbound marketing

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4HOW TO INTEGRATE STRATEGY INTO THE SALES PROCESS?

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we have a platform for our approach to marketing.

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we have a platform for our approach to marketing.

Reality Marketing

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we have a platform for our approach to marketing.

Reality Marketing• Prospect Focused• High Return on Investment• Goal Oriented• Remarkable• Quantifiable

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we have a platform for our approach to marketing.

Reality Marketing

Marketing Machines

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we have a platform for our approach to marketing.

Reality Marketing

Marketing Machines• An integrated set of

tactics designed perfectlyfor your business

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we have a platform for our approach to marketing.

Reality Marketing

Marketing Machines

Strategy Before Tactics

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we have a platform for our approach to marketing.

Reality Marketing

Marketing Machines

Strategy Before Tactics• we wont work with a client who doesn’t value strategy• either we do it or they do it

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All of you have a platform…Inbound Marketing

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INTEGRATED

Marketing tactics are too closely connected to execute WITHOUT a well thought out and agreed upon marketing strategy.

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ITS WHAT WE DO!

• Strategy is part of every engagement

• It’s a non-negotiable for us

• We explain “why” from the first meeting

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No big wordsNo complex ideasNo industry jargon

When prospects are confusedthey don’t buy!

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5HOW TO GET CLIENTS TO PAY FOR STRATEGY?

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BUILD IT IN

Our Marketing Machine Engagements all include marketing strategy.

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PLAN FOR IT

• Create a defined marketing strategy document

• Create a defined planning process (4 to 6 weeks)

• Create a defined deliverable (plan and plan presentation)

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GET IT DONE FIRST!

• Keeps the client focused – reduces changes in direction

• Give our team clear direction on program implementation

• Gives the team (client and agency) goals to work towards

Get them to trust you

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6HOW STRATEGY HELPS OTHER INBOUND MARKETING TACTICS BE MORE PROFITABLE

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75%*A majority of the strategic thinking gets down up front during the strategy and planning phase.

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target persona creation(that’s reasonable)

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target persona creation(that’s reasonable)

engaging messaging(around pain)

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target persona creation(that’s reasonable)

engaging messaging(around pain)

differentiation, remarkable?(that’s actually different)

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blog topicsemail topicscontent recommendationswebsite design compskeyword researchcontent sourcing ideascall to actionsideas for No Risk Offersideas for Low Risk Offersideas of Direct Business Offerswebinar recommendationssales process improvementsvideo SEO recommendationsvideo production ideassocial media recommendationssales outreachsales templates for follow up

keyword recommendationsguest blogging recommendationslanding page mock upsemail template designsrecommendations for tip guidescorporate identity improvementswebsite structure recommendationssales process improvementslead nurturing emailssales materialspublic relations suggestionsprint advertisingdirect mailweb advertisingmarketing software recommendationsmarketing goals, analytics, reports

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IMPLEMENTATION IS EASY (EASIER?)

• Minimizes strategy conversations and focuses on tactics

• Keeps clients focused• Give us an approved

plan to refer to• Minimizes rework• Improves profitability

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Tracking and Testing

• Planning sets expectations; overall and by tactic

• Clients experience continuous improvement

• Heavy dose of analytics

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net promoter score performance

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net promoter score performance

The average Net Promoter Score among the companies surveyed was 10 to 15.

A small handful of companies have achieved a Net Promoter Score of at least 50 percent, defined as "World Class."

Not surprisingly, companies with a World Class Net Promoter Score are the growth stories of the economy: Apple, Google and Harley-Davidson.

happy clients

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THANK YOU!

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We’re passionate about helping businesses

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If you would like a copy of the presentation, email meMike@Square2Marketing.co

m@Mike2Marketingspend 30 minutes

talking about how to get marketing strategy into your client engagement ?

Q’s?