December 16, 2015 Inbound Lunch Bunch:Recap and Content Planning for 2016

DECEMBER:Recap & Content Planning for 2016

Inbound Marketing Methodology

Tools

Actions

Source: https://www.pinterest.com/pin/30328997465033801/

Source: http://magnet-ink.com/wp-content/uploads/2013/02/1_-_content_marketing_funnel_top_mid_end.png

• Source: http://cdn.poweredbysearch.com/wp-content/uploads/2013/08/Offers-for-Each-Stage-of-the-Buying-Process1.png

Buyer’s Journey

Buyer Persona - Marketing Mike

BACKGROUND:• Director of Marketing (sometimes

Business Development)• Reports to the President/CEO/COO• College educated• Works for a supplier or marketer

DEMOGRAPHICS:• Male (mostly white)• 40-50 years old• Married with two kids (one in middle

school, one in high school)

IDENTIFIERS:• What’s the ROI of membership?• What can you do for me? (attitude)

GOALS:• To drive leads, opportunities and deals for

his company’s Sales Team.• To find new verticals to drive growth.• To build his own professional profile.

PROBLEMS (Challenges):• He’s struggling to build business, drive

revenue and do deals. He’s looking for new ways to reach his goals.

• Mike is struggling to get access to a specific company or individual.

• He’s aware of direct response marketing.• He’s on the periphery of the industry but

wants to be relevant.• Mike is proactively looking to stay ahead of

the game and his competitors.

Buyer Persona - Marketing Mike

Buyer Persona - Marketing Mike

HOW WE HELP:• Through personalized matchmaking, ERA

provides Mike access to the right people at the right companies.

• We provide access to leaders.• We provide broader networking opportunities.• ERA makes connections for our members to

help grow their business.COMMON QUESTIONS:• I pay $595 for DRMA membership. Why should

I pay $3,700 with ERA?• How will membership help my bottom line

(grow my business)?• How will you help me network?COMMON OBJECTIONS:• I think pricing for membership is too high.• I do not see the value of membership (“I only

get “this” for $3,700?”).• I don’t need ERA to help me make connections.

I’ve been in the business for a long time and already know everyone.

CHANGE WON’T BE FOREIGN

Offer Page• Web page • Form• Compelling

Copy• BSI (Big Sexy

Image)• Action

Button

Thank You Page• Provide

the value• Allow for

further action

• Trackable

Campaign Components

1) Name 2) Date Period to Run3) Budget Allocation4) Targeted Personas5) Selected Channels *6) Goals7) Reporting Criteria/Format

Selected Touchpoints—Think Digital & Non-Digital (especially for events!) • Website • Social Media• Purchased Banner Ads• Keywords• Blogs• Email• Landing Pages• Booth Scans• Registrations• Tag Clicks• Referrals• Coupon Codes• Survey Participation…….

Each area needs a plan for how you will report and what it actually means to the organization

2016

•Assess your current content marketing•Pick one area to really focus in on

creating materials to support the buyer’s journey

Goal: Attend the Conference for 1st Time

Plan to Measure | Measure to Plan

DO GOOD WORK.MAKE TODAY GREAT.