Post on 21-Sep-2020
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