Business Fundamentals: Introduction to Marketing
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The workshop I provided for General Assembly's Business Fundamental Course. The deck provides an introduction to key marketing concepts, a brief introduction into the Inbound Marketing Methodology and covers some actionable takeaways, such as landing page optimization, best blogging practices and some useful anecdotes for those interested in understanding basic marketing principles.
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Business Fundamentals: Introduction to Marketing
- 1. @dannyc_c Marketing fundamentals Introduction to marketing concepts and the Inbound Marketing Methodology
- 2. @dannyc_c Danny chan Marketing manager Imagine Easy solutions danny@imagineeasy.com @dannyc_c Linkedin.com/in/danchan888
- 3. @dannyc_c Imagine Easy Solutions A tiny company with big ideas. We focus on building educational products that work well. Our products make life easier, faster and better for our users.
- 5. @dannyc_c Course Takeaways 1. Introduction to marketing principles 2. Customer/USER Personas 3. Introduction to Inbound Methodology 4. Content marketing and its relation to you
- 6. @dannyc_c Marketing is the communication of the value of services or products from a company to their consumers. What is marketing?
- 7. @dannyc_c Marketing attracts new customers by promising superior value.
- 9. @dannyc_c The sum total experience a customer will realize upon purchase and use of a product or service Customer Value Proposition
- 10. @dannyc_c Marketing helps to explain or promote that value
- 11. @dannyc_c Value can be quantitative and/or qualitative.
- 12. @dannyc_c Cheaper, more efficient, faster and other descriptions that are measurable. Quantitative
- 13. @dannyc_c “Quantitative” marketing has to give a clearly defined and measurable comparison
- 14. @dannyc_c
- 15. @dannyc_c Image courtesy of microsoft
- 16. @dannyc_c Image courtesy of cnbc.com
- 17. @dannyc_c Better, cooler, prettier and other DESCRIPTIONS THAT are NOT EASILY MEASURABLE. CAN BE SUBJECTIVE “Qualitative” Marketing
- 18. @dannyc_c ImAGE COURTESY OF http://www.bmw-military-sales.com
- 19. @dannyc_c “The Ultimate Driving Machine”
- 20. @dannyc_c Image courtesy of schick new zealand
- 21. @dannyc_c Image courtesy of HOllister
- 22. @dannyc_c Great “qualitative” marketing is emotionally driven.
- 24. @dannyc_c People will forget what you said people will forget what you did but people will never forget how you made them feel - Maya Angelou
- 25. @dannyc_c
- 26. @dannyc_c “Emotions process sensory input in only 1/5 the time our conscious, cognitive brain does” – Dan HilL Emotionomics: Leveraging Emotions for Business Success
- 27. @dannyc_c Common emotional triggers include Love, anger, curiosity, fear, trust and guilt.
- 28. @dannyc_c
- 29. @dannyc_c Why are we spending so much time on emotions in this clasS?
- 30. @dannyc_c Happiness makes us want to share… Sadness helps us connect and empathize… Fear/surprise makes us desperate for something to cling to… emotions work
- 31. @dannyc_c Better marketing is a combination of both.
- 32. @dannyc_c Consumers are more intelligent, have access to more information and have new definitions of value
- 33. @dannyc_c Warby parker Dollar shave club apple Great brands to follow
- 34. @dannyc_c So how do we best communicate these values?
- 35. @dannyc_c Three (broad) steps 1. Segment 2. Target 3. position
- 36. @dannyc_c Identify your target potential market and segment them based on customer personas segment
- 37. @dannyc_c Select the segments that appeal most to the desires of your company target
- 38. @dannyc_c deliver the Customer value proposition in the most effective manner position
- 39. @dannyc_c The full process 1. Define the market 2. Create segments within the market 3. Evaluate segments for viability 4. Construct segment profiles 5. Evaluate the attractiveness of segments 6. Select target Segments 7. Develop positioning strategy 8. Develop and implement marketing mix 9. Review and iterate
- 40. @dannyc_c Segmenting ensures that the audience are getting relevant information that they can relate to
- 41. @dannyc_c “Anticipated, personal and relevant advertising alwaysdoes better than unsolicited junk.” - seth godin
- 42. @dannyc_c An imaginary person created with a name, history and story with enough detail for you to understand his/her needs and wants Customer/buyer Personas
- 43. @dannyc_c How to create a good Buyer persona
- 44. @dannyc_c Collect common attributes for your customers from: • Analytics on your users • Surveys and questionnaires • Educated speculation
- 45. @dannyc_c Work with team members such as: • Product developers • Marketing team • Sales and account managers This is really crucial. Seriously.
- 46. @dannyc_c All personas should include: Biographical data • demographical data Buzzwords and mannerisms Challenges • Goals Real quotes, if possible Common objections to purchasing And…
- 47. @dannyc_c A picture is worth a thousand words
- 48. @dannyc_c Marketing Manager Danny Chan Manages a small team wants to improve marketing efficiency 27 years old, unmarried, no children. College educated with 5 years of marketing experience Lives in Park Slope, Brooklyn, about 45 minutes from his office Fun fact: an obscene obsession of pandas and has a wonderful smile
- 49. @dannyc_c Current salary: $100 million Starting Salary: $80 million Danny has been with Imagine Easy Solutions for over a year after working in several startups in different industries Imagine Easy Solutions currently has 50 employees with a net revenue of $100 Billion
- 50. @dannyc_c Goals: danny wants to improve company marketing efforts to set his company apart from competitors Pain Points: Danny and his team works long hours and has trouble meeting project deadlines Objections: Marketing tools are expensive and difficult to implement
- 51. @dannyc_c His day: danny is in the office by 9am and starts his day reading and responding to emails. He meets with his team to discuss the day’s goals and objectives. He often has a meeting right before lunch with other managers in the office. He spends his time creating emails, developing content marketing pieces and working on new strategies with his ceo. He leaves the office by 7pm and spends his evening watching panda videos.
- 52. @dannyc_c Note the extensive story. Its easier to market to a real person. make the story as real as possible.
- 53. @dannyc_c You’re going to have several personas for each of your products
- 54. @dannyc_c A great customer/ buyer persona can take hours to set up. It’s worth it.
- 55. @dannyc_c “Make the customer the hero of your story.” Ann handley, CCO of MarketingProfs
- 56. @dannyc_c Activity: answer these questions: • What is their demographic info? • What is their job title and level? • What happens during their day? • What are their Challenges & Goals? • Common objections to purchasing? • Where are they searching?
- 57. @dannyc_c inbound Marketing Solutions Introduction to inbound and content marketing
- 58. @dannyc_c Radio, Television and print advertisement Cold calling Online Advertisement Traditional formats
- 59. @dannyc_c How do we break through the noise?
- 60. @dannyc_c Make Marketing people love. - Hubspot
- 61. @dannyc_c A strategy that focuses on getting found by the right customers. Inbound marketing
- 62. @dannyc_c We conduct 131 billion searches per month Comscore, january 2010
- 63. @dannyc_c don’t interrupt. No one likes interruptions.
- 64. @dannyc_c Push or pull STOP! LISTEN! YO! Things you care about…
- 65. @dannyc_c One-way communication Companies look for the customers No real measure of roi audience probably hates the messages The old way
- 66. @dannyc_c Two-way communication Customers come looking for the brand Marketers can prove roi The audience loves the brand The new way
- 67. @dannyc_c “People don’t believe what you tell them. They rarely believe what you show them. They often believe what their friends tell them. They always believe what they tell themselves.” - Seth Godin
- 68. @dannyc_c Focus on the audience
- 69. @dannyc_c Image courtesy of hubspot Inbound methodology
- 70. @dannyc_c Attract with great content Convert with calls-to-action and landing pages close using the right tools Delight by engaging over and over again The theory
- 71. @dannyc_c Create great content Drive traffic, always Convert your followers Nurture them like a baby The execution
- 72. @dannyc_c But why inbound?
- 73. @dannyc_c Inbound marketing costs 62%less per lead than traditional outbound marketing - Voltier Digital
- 74. @dannyc_c What are some inbound strategies?
- 75. @dannyc_c Blogs & vlogs Ebooks & white papers Podcasts & webinars Infographics Content marketing
- 76. @dannyc_c Two way conversations Transparency and virality Social media marketing
- 77. @dannyc_c Mailchimp • Wistia • Zendesk Marketo • Unbounce Hubspot • imagine easy solutions Brands you should watch
- 78. @dannyc_c “What makes content engaging is relevancy. You need to connect the contact information with the content information.” - Gail Goodman, President and CEO Of Constant contact
- 80. @dannyc_c Unaware Interested First-Time Customers Repeat Customers Brand Ambassadors Lifecycle Stages
- 81. @dannyc_c Use content to start conversations and get these people to interact with you The Unaware
- 82. @dannyc_c Use your content marketing to prove your company’s trustworthiness Interested but not buying
- 83. @dannyc_c Use your content marketing to position your brand as a Thought-Leader in the industry The first-Time Buyer
- 84. @dannyc_c Generate personalized content to build a lasting relationship with the customer The Repeat Customer
- 85. @dannyc_c Create Content that reinforces their perception of you. Empower them to share more about you. The Brand Ambassador
- 86. @dannyc_c Unaware (Make them aware) Interested (Stand Out from your competition) First-Time Customers (Make them love you) Repeat Customers (Keep them engaged) Brand Ambassadors (help them tell all their friends) Activity: What would you do?
- 87. @dannyc_c Where do you begin in content marketing?
- 88. @dannyc_c “No matter what, the very first piece of social media real estate I’d start with is a blog.” - Chris Brogan, Founder of New Marketing Labs
- 89. @dannyc_c Build your blog. Optimize it. Promote it.
- 90. @dannyc_c Your website works 24-hours a day, 7 days a week, 365 days a year Make it epic Your best employee
- 91. @dannyc_c 92%of companies who blogged multiple times a day acquired a customer through their blog - Hubspot state of inbound 2010
- 92. @dannyc_c Blogs give 434% more indexed pages and 97%more indexed links - Content+ (UK Consulting firm)
- 93. @dannyc_c The ninja Marketer’s template on a good blog
- 94. @dannyc_c the general format of the blog
- 95. @dannyc_c Your blog needs to stand out. The name has to be descriptive and engaging A great name
- 96. @dannyc_c Your blog should also introduce you or your brand…otherwise, it doesn’t serve it’s purpose, which is to sell the idea of you Some info on you
- 97. @dannyc_c You have about 7 seconds to capture your reader’s attention. Make sure they know what they’re getting with a quick glance. Benefits to the reader
- 98. @dannyc_c Your blog is supposed to sell! Calls-to-Action Lead Capturing Forms Links to your Main Site and products Phone-number, contact us, etc. (Purpose)
- 99. @dannyc_c Sell your products Content.easybib.com
- 102. @dannyc_c Make sharing easy and simple Unless your goal is to stay unknown… Share, share, share
- 103. @dannyc_c One click shares Content.easybib.com
- 104. @dannyc_c The anatomy of a great blog post
- 105. @dannyc_c A title of 4-8 words up to 70 characters A “Featured” Image Subheaders Bullets and Lists Short Copy Outbound Links Some basic Standards
- 106. @dannyc_c Easy to remember Shows up correctly on Social Media Platforms Should be engaging Short Titles
- 107. @dannyc_c Because pictures are better Breaks up text Also great for Social Media Featured Image
- 108. @dannyc_c Look…magic! Featured image Short title A fantastic post on huffpo
- 109. @dannyc_c Highlights important information Higher value in search engine ranking Breaks up text subheaders
- 110. @dannyc_c Easier to read Breaks up text People love lists Bullets and lists
- 111. @dannyc_c People hate reading A lot less copy
- 112. @dannyc_c Too much to read too little time to do it LESS IS MORE People tend to scan
- 113. @dannyc_c “Less is more. People don’t like to read. Stop the copy vomit.” - Danny chan, marketing manager at imagine Easy SOlutions
- 114. @dannyc_c The copy vomit Even with lists, this is way too much copy
- 115. @dannyc_c Much easier on the eyes Less copy Lists
- 116. @dannyc_c Even easier on the eyes Lists Subheaders (that are meaningful) highlights
- 117. @dannyc_c Imagine your blog as a real conversation “me me me” vs “Me, You, Him and Her” Outbound links
- 118. @dannyc_c Add links to old posts Add links to other stuff you own Give them something to do Bring them back
- 119. @dannyc_c Write for a human, not a machine
- 120. @dannyc_c The greatest succinct guide to landing pages (maybe)
- 121. @dannyc_c Tell them what Tell them why Tell them how Without the copy vomit What it needs
- 122. @dannyc_c The Landing PAge
- 123. @dannyc_c “Submit” Navigation bar Too many distractions Social sharing features (WHAT?!) Things you can do without
- 124. @dannyc_c Social Share Links Instant Access to Download Reengagement Opportunities Thank You PAge
- 125. @dannyc_c The outbound part
- 126. @dannyc_c Email Marketing Social media Outreach Advertising Cold Calling, Conferences and others Outbound tactics
- 127. @dannyc_c “What we really need is a mindset that will make us relevant to today’s consumers, a mindset from ‘telling & selling’ to building relationships” - Jim stengel, former global marketing officer of procter and gamble
Notes de l'éditeur
- Started in 2001 with the flagship product, EasyBib, which helps students format citations for the bibliography and works cited pages. With a freemium model, we created an ad optimization solutions on our main site, which stemmed into our media arm, StudyBreak Media, which now manages ad optimization for EasyBib and several other media publishers. ResearchReady was launched in 2013 to solve the problem of teaching students proper research skills, which we became aware of after analyzing over 45 million users’ citations. GetCourse was launched in late 2013 after realizing that there was a lack of a way to easily create courses in minutes.
- Before we begin, what is marketing?
- Most brands and companies have a difficult time differentiating themselves. Very few are in a position in which they’re unique enough to stand apart without marketing. So exactly where does this marketing come from?
- What is this concept called?
- The keyword here is experience, not only with the product or services, but everything that your brand embodies. Often times services and products are not inherently known. Some people might not even know to buy or use your product. Examples: Snuggies.
- Why is this important? -> A good product sells itself, true. But no one’s going to know about your product until you tell them. But before we even begin to think about marketing, we need to first understand what we mean by value.
- The quotes are because it’s not really an official methodology for marketing.
- 2012
- What is a slogan or tagline used by BMW that focused on qualitative value?
- What are feelings?
- You’ll feel better using our product. You’ll love it like your mom loves you.
- When you think about childhood memories, you tend to remember those that had a lasting emotional effect on you. You might not remember what happened exactly, but you’ll remember how you felt.
- Analysis of IPA (Institute of Practitioners of Advertising) Databank (1400 case studies on successful ad campaigns). Emotional content did about 2x as better as rational campaigns.
- People feel first, think second.
- Anger: Don’t vote for this guy because he’ll raise your taxes!
- Cat photos, babies. Things that make us laugh and love. Sadness includes Red Cross, videos for ALS Ice Bucket Challenge. Fear allows marketers to tap into the “need” vs “want” idea. You NEED our product to work. But the best marketing
- Why is it necessary now to rely not only on emotions but also have measurable levels of value?
- Apple sees every consumer as potential market
- KNOW YOUR AUDIENCE. KNOW YOUR CUSTOMERS.
- Permission marketing.
- Are they married? Do they have kids? What’s their annual income? Job title and seniority are often important for B2B businesses. Senior level may need less education and they also have less time to react. Their day helps you to consider what type of person this is. Does work encompass their entire life? Do they have daily routines? Having this information helps to market to them. Challenges and goals help you to consider from an emotional perspective, what you need to communicate to have them relate. Knowing the most common objections helps you to frame the key points that you need to clarify to help them overcome this obstacle. Google searches? Facebook? Webinars? Where they look for information helps you ID channels you need to focus on.
- MLA E-book to drive people to get to know our brand. We don’t market our products, but we give away something that helps them.
- APA E-book. Other content that further builds our credibility. Blog posts on topics related to our industry.
- Professional development sessions with notable influencers in the space. Mailchimp will probably use their own customer’s data to build educational materials. Keep them engaged
- A customer is constantly downloading our new instructional guides, we might invite her to an informational webinar. If she attended a “Keeping Relevant in Digital world,” we might send her some Library Branding materials. We might even ask them what they want? Surveys, etc.
- Partner with educators so that they can share their stories, their research and other studies. We give librarians an opportunity to engage with other librarians on our blog. We create a community of influencers. We made a board of advisors.