how to attract people that actually want to buy from you

Find Your Target

How To Attract People That Actually Want To

Buy FromMichael BrennerCEO, Marketing Insider GroupAuthor, The Content Formula@BrennerMichael

The world has changed. Most marketing stinks.

Attract people through stories they love.

1. Digital Changes Everything

2. Content Marketing Emerges3. How To Find Your Target

@BrennerMichael

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Marketing Has A Marketing Problem

@BrennerMichael


@BrennerMichael

8© 2014 SAP AG or an SAP affiliate company. All rights reserved.

Content marketing trends

@BrennerMichael

What is the ROI?

@BrennerMichael @LizBedor

The First Banner Ad (1994)

@BrennerMichael


Less likely to click on a banner than…

@BrennerMichael

Ads don’t work for publishers

Ads don’t work for marketers

Ads don’t work for consumers


7,00078%94%44%90%

marketing messagesper day

“Do Not Call”

skip TV ads

direct mail never opened

of emails never opened


80% of CEOsunsatisfiedwith CMOs.~ The Fournaise Group@BrennerMichael


Do you sponsor a team?


40Number of times consumers need to see an ad before sales decline.

~ Advertising Research Foundation, 2016


What’s The ROI?

STOP interrupting what people are

interested in

and be what people are interested in!

@BrennerMichael



@BrennerMichael


Say they would consider a business based on the value of their content.

82%*Forbes/Elite Daily study, Jan. 2015.

@BrennerMichael

IMAGINE: You show up first in Google

IMAGINE: You own the categorywww.makeup.com -- (owned by L’Oreal)

http://www.makeup.com/

IMAGINE: You own the target audiencewww.CMO.com -- owned by Adobe

http://www.cmo.com/

IMAGINE: You are top resource for consumershttps://health.clevelandclinic.org/

https://health.clevelandclinic.org/



IMAGINE: Marketing that attracts new buyersAMEX OPEN Forum is the largest source of new leads for AMEX’s Small Business Division


Which Ad Had A Higher CTR?

10XCTR

(eConsultancy, 2014; Criteo 2013; Onespot 2015)

Re-Targeted Ads Content Works Better

100XCTR

70XRevenue

Re-Targeted Banner

Ads

Re-Targeted Content Re-Targeted Content

0.06% - 0.6% 0.06% - 6.0% $1 - $70


Marketing That Attracts Your Target Audience

ContentMarketing

What Brands Publish

WhatCustomers

Want

Business Instinct CharityEmpathy


Marketing Attracts A Larger Audience

http://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/

Content Marketing is Owned Media”99+ Brand-owned Content Marketing Destinations”

Show me the money!

Content Marketing programs

are assets with real value that grows over time.

Need proof . . .@BrennerMichael

Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-150

100

200

300

400

500

600

-

100,000

200,000

300,000

400,000

500,000

600,000 COMPOUNDING RETURN OF CONTENT MARKETING

# A

rticl

es

Traffi

c

________ Content Marketing LEAD$


100

200

300

400

500

600

-

100,000

200,000

300,000

400,000

500,000


# A

rticl

es

Traffi

c

________ Content Marketing Revenue

Investment -------- >


100

200

300

400

500

600

-

100,000

200,000

300,000

400,000

500,000


# A

rticl

es

Traffi

c

________ Content Marketing Revenue

Investment -------- >

Return -------- >

@BrennerMichael

BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS

My Free Gift To You: http://bit.ly/content-formula


Find Your Target On The Channels They Use --81% of Content Discovery

Source:KoMarketing Associates

Search

Email

Social


PRODUCT MARKETING & ADVERTISING

Product contentOffers

BrochuresCustomer Testimonials

Case studiesAds

CONSIDERATION

AWARENESS

DECISION

How We Try To Find Our Target Audience

5

1580

60-70% of marketing content goes completely unused.

*Sirius Decisions@BrennerMichael

Behind every piece of bad content is an executive who asked for it.

@BrennerMichael

http://ctt.ec/dfg87

What the world wants

What you know

What you love

Focus more here

The Secret of Life

Just a dream

Happy but poor

Bored

#WIN

@BrennerMichael

Your TargetAudience’sInterests

A Marketing Mission That AttractsBecome the premier destination

for [what target audience] interested in [what topics]

to help them [customer value].

To reach, engage, and convert buyers you would have never seen.

@BrennerMichael


How Do You Know If You’re Attracting The Right Target?


57

Your target audience has

a series of questions

that must be answered.

@BrennerMichael

CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleYour

Audience Middle

Early What is / are?Why important

LateWho?How much?Where? 1

StageTarget Questions / Challenges Keyword Volume

100

How to? 10

Find Your Target By Anticipating Their Questions

@BrennerMichael

60

Keywordtooldominator.comUbersuggest.ioKeywordtool.io


CONTENT MARKETING

ArticlesNews InfographicsSocial Content Quizzes

VideoWhitepapersWebinarsPodcastsHow-To Guides

EventsNewsletters Customer Profiles

PRODUCT MARKETING & ADVERTISING

Product contentOffers

BrochuresCustomer Testimonials

Case studiesAds

CONSIDERATION

AWARENESS

DECISION

Create Content People Actually Want!

100

1

10

5

1580

For every 1 piece of product content create 100 pieces

of customer content.


• Executive PowerPoints - Slideshare

• Whitepapers – blog posts

• Customer Service and Sales FAQs

• Your emails = answers = content

• Cover competitor and industry research, video, infographics

• Ask 2nd-tier influencers to share their work

• Create a list of top influencers, best conferences, best quotes, best stats

How To Attract Your Target Without A Budget?


Organic Search Traffic

REACH

Unbranded Search Traf -fic

LEADSCONVERT

OTHER CONVERSIONS

REVENUE

Time on Site

ENGAGE

Social shares

Subscriptions

Bounce rate

Retention Rate

Upsells

RETAIN

Measure Marketing Results

--> Subscribers produce 38X ROI --> Subscribers and are 9X more likely to convert@BrennerMichael

AWARENESS

CONSIDERATIONDECISION

Email Subscribers: 90% of Known Content Touch Points in B2B

B2B prospects engage with 20 pieces of content

before they become a customer.2 white papers

1 webinar14 newsletters (70%)

4 lead-nurturing emails (20%)1 event


Maturity Audiences Only!

Publish content to primary channel

Distribute content to the channels your audience uses

Convert Leads AndTrack ROI

Optimize

Optimize for subscriptions & offers

Marketing ROI is the #1 Objective for Marketers in 2016

Documented marketing mission

@BrennerMichael


CapGemini: Content-Loop.com


It’s 6-7X cheaper to keep an existing customer than to

acquire a new one.A 5% increase in retention

= 95% increase in ROI.

Content consumers 3X more likely to renew.

Shane JordanDigital Marketing ManagerBlue Cross BlueShield Alabama


When Michael thinks about video pop-up ads.

Create content people love.


@BrennerMichael

Thank you!Michael BrennerCEO, Marketing Insider GroupAuthor, The Content Formula

Book Me To Speak:[email protected]

mailto:[email protected]