Presentation TemplateMay 27th, 2016

Relationship MarketingYour Customers Are Human

Mike Jones | @remarkamikeManaging Partner & Brand Strategist

Bass player and avid coffee home-roaster

Agenda

Inbound Marketing

The Relationship Filter

Relationship Marketing

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Inbound Marketing

Basic Inbound Strategy

Attract Engage Convert Delight

It’s Cost-effectiveThe content lasts longer & increases your ‘Google juice’.

It’s RespectfulDon’t interrupt. Rude.

It Gets You Better LeadsLeads can qualify themselves/it does sales for you.

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The Pros

This is what bad inbound feels like to consumers.

It’s Transactional not RelationalIt’s focused on short-term goals and metrics (at the cost of producing real value).

It’s All About the InboxSome customers might not want that kind of relationship.

Doesn’t Carry Through The customer experience often breaks down as soon as the customer gets on the phone or in the store or into the product.

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The Challenges

Done Badly

Done Badly

Relationship MarketingA New Filter

The Relationship Filter

Inbound RelationshipsCust.Exp.

How to Do Inbound Well

Your customers are human. Nobody wants to be treated like a data set.

Let’s Think of This Like Dating

If you do things in marketing you wouldn’t do dating....

You’re creepy. Don’t.

Flirt● Social Media● Blog Posts● Relevant Ads

Make Sure You Don’t...

Come on Too Strong

Get Digits● Gated Content● Newsletter Sign-ups● Landing Pages &

Calls-to-Action

Make Sure You Don’t

Miss Your Opportunity

Ask Them Out● ‘Checkout’● Sales Promotions /

Emails ● Proposals● (Don’t forget CRM)

Keep Investing● Mo’ Social Media● Loyalty Program● Email Campaigns

The RecipeBuilding Strong Relationships

Download the Worksheetresoundcreative.com/relationship-marketing-worksheet/

Four Ingredients of Relationship Marketing

Brand Audience Goals Execution

Brand● Values● Personality Traits● Vision Statement● Visual Guidelines● Verbal Guidelines

“The brand the Resound team developed for my business is one of the most valuable things the business has. Why? Because it clearly communicates the heart of who we are.”

– Grant Botma, Stewardship Financial

Take Our Brand Maturity Assessmentresoundcreative.com/tools/assess-your-brand/

Audience● Demographics● Psychographics● Major Pain Points

Goals● Pick a Business Goal● Pick a Project● Pick some KPIs● Pick a Timeframe

“I think goals should never be easy, they should force you to work, even if they are uncomfortable at the time.”

- Michael Phelps

Execution● Plan it (Task it Out)● Do it● Check back (Analyze)● Rinse & Repeat

Four Ingredients of Relationship Marketing

Brand Audience Goals Execution

Questions?Thanks for having me!

RESOUNDCREATIVE.COMTwitter: @resound

Instagram: @resoundcreativeEmail: gimme@resoundcreative.com

What about paid advertising?

Ads are like gasoline for your fire.

Thing is…you’d betterhave somethingsubstantial to keep burning.

Ok, so what makes good content?

You know it when you see it (or when you don’t).

You know it when you see it (or when you don’t).

You know it when you see it (or when you don’t).

You know it when you see it (or when you don’t).

Good Content is Four Things

1. Targeted to a Specific Audience

2. Crafted for a Specific Phase

Awareness Consideration Decision

3. Evergreen or Relevant

4. Branded

● Consistent look/language

● Values

● Personality traits

Obviously, proof your stuff.

“Either write something worth reading or do something worth writing about.”

– Benjamin Franklin