Rewiring the understanding of marketing and traditional marketing efforts and mapping them to current social media and web marketing tactics.

1. Justin McCullough
Turning Minds
TurningMinds.com

2. The Change - Technology
 Control:
Gave control back to the customer
 Information:
Expedited the availability and spread of
information
 Attention:
Removed (traditional) media channels
domination of attention
 Creation:
Made everyone a creator, collaborator and
critic.

3. What Do You Care About?
 Customers • Vendors
 Sales • Stability
 Cost • Benefits
 Image • Quality
 Reputation
• Performance
 Competitiveness
• Growth

4. It’s not about you!
It’s about your customer.

5. What Do Customers Care
About?
 Wants • Avoiding Pain
 Needs • Personal Growth
 Friends • Survival
 Family • Get through the day
 Lifestyle
• Relationships
 Happiness

6. Today’s Business is About
The Customer.
 Understand Them
 Their Wants
 Their Motivations
 Their Interests
 Their Challenges

7. Use the Web And Social Media for
Attraction.
 Speak their language
 Answer their problems
 Give to them in order to get them
 Appeal to interest
 Be approachable
 Facilitate and collaborate
 Participate with them

8. This is not New!
 Know, Like, Trust
 AIDA –
Awareness, Interest, Desire
and Action
 Do Unto Others as You
Would Have Them Do Unto
You!

9. What Drives Normal
People
 Entertain • Humor
 Inform • Design, Look, Feel
 Educate • Story
 Solve • Emotion
problem
• Referral from Friend
• Deals
• Wants and Needs

10. What To Do Now?
Think Like a Business
Developer and a Marketer.
Assets vs Expenses
Relationships vs Transactions
Experiences vs Attention

11. Purpose and Value
Know what you stand
for, what problems you
solve and how that helps
customers

12. WIIFM
“What’s In It For Me”
Everything you do needs to
be aligned with the
WIIFM of your customer.
Not you.

13. Profile your Customer
Types
 Demographics matter
 Their lifestyle and interest matter
 Their problems and patterns
matter
 Their buying habits matter
 Their interests matter

14. Know your BOB
“Best of Best” Customer
BOB’s talk to you, come back
repeatedly, refer you. They Love you!

15. You need to leverage online

16. How?
Create websites, social
media activities, and
content.
That speaks to your customers with
their language!
Create assets.

17. Think About Attracting
• Followers
• Subscribers
• Readers
• Advocates
• Testimonials
• Positive
Reviews
• Inbound Links

18. Online Marketing Assets
 Search Engine Optimized Pages
 Lead Generation Forms
 Mailing Lists (email addresses)
 Social Networks (and followers)
 Sharable Content
 Domain Name(s)
 Downloadable content
 WIIFM content

19. Use Social Media To
 Maintain visibility
 Create authority
 Promote your customers
 Address Pain Points and WIIFM ideas
 Entertain, excite, motivate
 Foster feedback and conversation
 Create a platform

20. Engaging Content
 Images
 Questions
 Interesting content (on topic or off)
 Personal experiences
 Request for feedback
 Purpose, charity, or cause awareness

21. Social Media is not the Goal.
Instead you want:
 Customer interaction
 Customer satisfaction
 Authority and availability
 Demonstrate value and purpose
 Be there when they need you
 Know you before they need you

22. How To Do This?
1. Know What You Stand For
2. Know Your Customer Types
Their Needs, Wants, Interests
3. Know Your BOB
4. Speak Their Language (Not about you)
5. Attract Them Via Social and Web

23. Website
 Easy to navigate
 Creates interest
 Provides value to customer with WIIFM
focus
 Relevant and sharable content
 Leads to action (form
signup, download, comment, email, join
social network, etc)
 Search Engine Optimized pages

24. Social Networks
 Promotes customer interest
 Occasionally promotes your product / service
 Provides value to customer with WIIFM focus
 Relevant and sharable content
 Leads to action (form signup, download,
comment, email, join social network, etc)
 Use Images, Video and Other websites

25. Remember, We Are Attracting:
• Followers
• Subscribers
• Readers
• Advocates Which lead to
• Testimonials more sales and
• Positive more BOB’s.
Reviews
• Inbound Links

26. Be Intentional
• Have a content Plan
• What to say, when, where and
why and for which customer type.
• Keep a Schedule of Activities
• Engaging in social networks,
blogging, email broadcasts etc.
• Measure interest and response
• Use Tools, Apps, Services to help

27. Grow Your Marketing Assets:
• Lead Generation
• Drive New Emails, Followers,
Shares and Referrals.
• High Interest Content
• Video, Audio, InfoGraphics,
Story, PDF’s, Whitepapers.
• Landing Pages and Conversion
• Headlines, Content, and Offers

28. Facebook Ad - WIIFM

29. Ad – Landing Page

32. Questions and Answers
Justin McCullough
getmccJustin@gmail.com
409-550-6681 cell
www.TurningMinds.com
www.JustinMcCullough.com