HOW TO TURN YOUR MARKETING INTO A LEAD-

SUCKING VORTEXFriday, February 22, 13

Today’s Agenda

1

2

3

Introduce Content Marketing

Give Examples of Success

Highlight Resources

Friday, February 22, 13

HOW I BUILTMY FIRST COMPANY

Friday, February 22, 13

Friday, February 22, 13

Friday, February 22, 13

WE FOUND OUR LIST, AND

THEN...

Friday, February 22, 13

WE CALLED THEMFriday, February 22, 13

Friday, February 22, 13

Friday, February 22, 13

THE CRASH OF 2007

Friday, February 22, 13

MY STRATEGY STOPPED WORKING

Friday, February 22, 13

SOLDMY COMPANY AND

IN 2008 I

TOOK A MINI RETIREMENT

Friday, February 22, 13

TIME FOR A TIME OUT AND A NEW APPROACH

Friday, February 22, 13

THANE MAKE MILLIONS BY SPENDING HUNDREDS OF

THOUSANDS ON ADVERTISING

Friday, February 22, 13

REAL ESTATE MELT DOWN

Friday, February 22, 13

I CAN OUTSPEND MY COMPETITION

Friday, February 22, 13

GUESS HOW THAT TURNED

OUT?Friday, February 22, 13

WRONG?

WHAT WAS I DOING

Friday, February 22, 13

MY STRATEGY WAS FLAWED

Friday, February 22, 13

OUTBOUND MARKETING WASN’T WORKING

Friday, February 22, 13

WHY?

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PEOPLE ARE OVERWHELMED

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THEY DON’T WANT YOU TO TRY HARDER

TO REACH THEM

Friday, February 22, 13

MEANWhat does this

for marketers?

Friday, February 22, 13

GETTING

ATTENTIONIS HARDER THAN EVER

Friday, February 22, 13

QUESTIONLet me ask you a

Friday, February 22, 13

are youpartying

marketinglike its 1999?

Yes.

No.

Friday, February 22, 13

Yes.If

you aredefinitely...

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Friday, February 22, 13

and...

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marketingYOUR

SUCKS.

Friday, February 22, 13

To succeed, you need to...

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STOP INTERRUPTING PEOPLE FROM WHAT THEY ARE INTERESTED IN

Friday, February 22, 13

BECOMEWHAT PEOPLE ARE INTERESTED IN

Friday, February 22, 13

In-bound Mar-ket-ing- noun

Any tactic that relies on earning people’s interest rather than buying it.

Friday, February 22, 13

WHAT WAS THE LAST THING YOU

BOUGHT?

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Friday, February 22, 13

GETTING STARTED WITH CONTENT MARKETING

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BUYING STARTS WITH SEARCH

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STEP 1CONTENT STRATEGY

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KNOW YOUR AUDIENCE What keeps them

What do they desire

AWAKE?

MOST?How can you

HELP?

Friday, February 22, 13

HELP THEM

Friday, February 22, 13

TARGET LONG TAIL KEYWORDS

Friday, February 22, 13

NO SHORTCUTS

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DEVELOP A LEAN MODEL

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BECOME THE WIKIPEDIA FOR YOUR NICHE

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Friday, February 22, 13

2008

Friday, February 22, 13

2008

Friday, February 22, 13

2008

$250,000Marketing Budget

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2008

$250,000Marketing Budget

Sales: $4,000,000

Friday, February 22, 13

2008

$250,000Marketing Budget

Sales: $4,000,000

2012

Friday, February 22, 13

2008

$250,000Marketing Budget

Sales: $4,000,000

2012

Friday, February 22, 13

2008

$250,000Marketing Budget

Sales: $4,000,000

2012

$20,000Marketing Budget

Friday, February 22, 13

2008

$250,000Marketing Budget

Sales: $4,000,000

2012

$20,000Marketing Budget

Sales: $4,500,000

Friday, February 22, 13

Friday, February 22, 13

2008

Friday, February 22, 13

2008

Other65%

Web35%

Leads from Internet

Friday, February 22, 13

2008 2012

Other65%

Web35%

Leads from Internet

Friday, February 22, 13

2008 2012

Other65%

Web35%

Leads from Internet

10%

Web90%

Leads from Internet

Friday, February 22, 13

2008 2012

Other65%

Web35%

Leads from Internet

10%

Web90%

Leads from Internet

1

Friday, February 22, 13

2008 2012

Other65%

Web35%

Leads from Internet

10%

Web90%

Leads from Internet

Sales Appointment Time Decreased by 60 minutes1

Friday, February 22, 13

2008 2012

Other65%

Web35%

Leads from Internet

10%

Web90%

Leads from Internet

Sales Appointment Time Decreased by 60 minutes1

2Friday, February 22, 13

2008 2012

Other65%

Web35%

Leads from Internet

10%

Web90%

Leads from Internet

Sales Appointment Time Decreased by 60 minutes1

2 Closing Rate Doubled

Friday, February 22, 13

STEP 2CONTENT PRODUCTION

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Friday, February 22, 13

CREATE A CONTENT CALENDAR

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WRITE

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START A PODCAST(INTERVIEW OTHERS)

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CREATE VIDEOSFriday, February 22, 13

CREATE REPORTS

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STEP 3CONTENT DISTRIBUTION

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SOCIAL INFLUENCE

MAJOR DRIVER OF

SEO

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Friday, February 22, 13

STEP 4MARKETING AUTOMATION

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LIFECYCLE MARKETING

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SEGMENT YOUR

PROSPECTS

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BEHAVIORAL SEGMENTATION

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98% OF CONSULTS BECOME MEMBERS

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REVENUE DOUBLED WITHIN 12 MONTHS

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Resourcesfor your

JOURNEY

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http://brightIdeas.co

http://contentmarketinginstitute.com

http://SEOmoz.org

http://ilovemarketing.com

http://socialmediaexaminer.com

http://hubspot.com

http://infusionsoft.com

Friday, February 22, 13

Content StrategyCreating ContentDistributing Content (SEO & Social)Measuring Success

Friday, February 22, 13