Inbound Marketing according to the strategy of the Sherpa
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Transcript of Inbound Marketing according to the strategy of the Sherpa
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Welcome to
INBOUND MARKETINGaccording to the strategy of the sherpa:
a new mindset.
© G.SZAPIRO
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Thenecessary end of media HARASSMENT.
© G.SZAPIRO
Self-interested users Club
Appointments made under
pressure
Intrusive emailings
Repeated participation in
low ROI trade shows
UndesiredDirect
Marketing
Call-centers that make
repetitive and needless calls
Press releases with
random impact
OutboundMarketing
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© G.SZAPIRO
Join the struggle
against the dictatorship of the need-oriented communication and “me too” strategy.
The time has come for
INBOUND MARKETING according to the strategy of the sherpa
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Definition of INBOUND MARKETING
according to the strategy of the sherpa
Let clients come to youinstead of searching for them…
by focusing on the desire before the need.
© G.SZAPIRO
CICERO“If you want to convince me, you have to think my thoughts, feel my feelings and speak with my words.”
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Strategy of the sherpa: 6 staps to transform your suspect
into ambassador
ALLOWATTRACT SEDUCE CONVERT CONCLUDE FOLLOW
Suspect
Curious
VisitorProspect
Lead
Client
Ambassador
© G.SZAPIRO
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ATTRACTEditorial strategy
• Infographics• Photos / arts• Movies• Ebooks• Handy Guide• Social media• SEO / SEM• Blogs• Advergame• Affiliation
Suspect
Curious
MARIA CALLAS“It is better to be a good popular singer than a bad opera singer”
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BLOG PIERRE AUDOUIN CONSULTANTS
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EMAILING - REAL ESTATE GUIDENEXITY
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SEDUCEUnexpected actions
• Chat• Formation• Advergame• Bargain deal• Web TV• Social media• Topic “Surprise me”
on the websiteCurious
Visitor
KARL LAGERFELD“Diet is the only game where we win when we lose.”
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Inspire seduction
Be unpredictable
Create intrigue
Practice humor
Values of Desire
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TOPIC “SURPRISE ME”BLOG SAPHIR
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CONVERT Conversion strategy
Prospect
Visitor
• Bait strategy• Landing pages• Opinions / comments• Call-to-action• Interactive Point-on-Sale• White papers• Newsletters• Community management
JEFF BEZOS“If you build a great experience, customers tell each other about that. Word of mouth is very powerful.”
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B2C – LEAD GENERATIONLAUNCH OF “TEL AVIV LIVE” BOOK
- 2 -Landing
page
- 3 -Page web
confirmation
- 4 -emailing
confirmation
- 1 -Emailing
+ bait
© G.SZAPIRO
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B2B – LANDING PAGE + WHITE PAPERBUREAU VERITAS
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Prospect
Lead
ALLOWPermission and Desire Marketing
• Evangelization via webinars
• E-CRM• Social media• Privative events• Action towards
Influencers• Breakfast meetings• Videos on website
SETH GODIN“send messages only to those who allow you to.”
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EMAILING INVITATION TO A WEBINARSAPHIR
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SOCIAL MEDIA STRATEGYLA VILLA MAILLOT
CONTENT PROPOSITION
TO GAIN THE LOYALTY
Cocktail recipes: a content easily created and wanted by the target.
“Robin’s cocktails”Concept: Every 15 days, the barman Robin Boiteux reveals the secrets of one of his cocktails
By means of a photo illustrating the cocktail and with a text explaining how to create it, the recipe is published on the Facebook page.
© G.SZAPIRO
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Lead
Client
CONCLUDELead Nurturing
• Marketing Automation• Permission Data Bases• Actions towards influent
targets• Public relation• Press release• Leads scoring• Emailings saga
THOMAS JEFFERSON: “There is no need to be the best in what you do. You had better to do what others don’t.»
© G.SZAPIRO
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EMAILINGS SAGAHÔTELS CIRCUITS FRANCE
E-mail n°1
E-mail n°2
E-mail n°3
E-mail n°4
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OPTIMIZATION OF LEAD MANAGEMENT PROCESS
Target Marketing Automation CRM
Improvement of Lead
Management Process
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FOLLOWOptimization of lead management process• E-CRM• “Privilege” actions• “Early Adopters”
strategy• Public relation• Cocooning strategy• Client Ego Promotion• Offer of membership to
a virtual or real Club• Social media community• Viral videos
Ambassador
Client
STEVE JOBS“Your customers’ dream is to have a better and happier life […] Get their lives more fulfilling.”
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SOCIAL MEDIA COMMUNITY
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“EARLY ADOPTERS” STRATEGYHEXIS
Muscat de Frontignan
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Now the offer creates the need… and not the contrary.
Gabriel Szapiro
© G.SZAPIRO
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Gabriel SZAPIROGeneral Manager
THANK YOU FOR YOUR ATTENTION
Agence SAPHIR Groupe REVOLUTION 95 avenue Bertie Albrecht75008 PARIS
Direct line: +33 (0)1 49 29 53 16Standard: +33 (0)1 79 97 55 09
Mail: [email protected]: www.bleusaphir.comBlog: www.blue-blog.fr
Revolution 9: www.revolution9.fr
www.revolution9.fr www.revolution9.fr www.revolution9.fr
www.revolution9.fr www.revolution9.fr www.revolution9.fr
GROUPE
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