THE ART OF INBOUND - Marketing and Sales Education · THE ART OF INBOUND STORYTELLING We will be...
Transcript of THE ART OF INBOUND - Marketing and Sales Education · THE ART OF INBOUND STORYTELLING We will be...
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THE ART OF INBOUND STORYTELLING
We will be starting at 2:00 pm ET.
Use the Question Pane in Cisco WebEx to Ask Questions!
Question of the day
Use the hashtag #InboundLearning on Twitter 1 2
INTERMEDIATE
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#INBOUNDLEARNING
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12/3 - The Power of Storytelling & Inbound Marketing
12/10 - How to Tell Your Story
WEBINAR SCHEDULE
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Mark Kilens @MarkKilens
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John Bonini @Bonini84
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Jay Acunzo @Jay_zo
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1 What is storytelling? (Recap)
2 Where to tell your story
3 Incorporating story into your content
AGENDA
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Either you’re going to tell
stories that spread, or you will
become irrelevant.
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WHAT IS STORYTELLING? 1
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People don’t buy what you do, they buy why you do it. - Simon Sinek
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Why are you doing what you’re doing?
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What’s not a story.
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Stories are not your
brand lineage.
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They’re not what
everyone else is
saying…
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..or doing.
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Great stories don’t
contradict themselves.
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Great stories spread because they’re true.
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Your “One Simple Story”
Status Quo Drama Resolution
From the POV of Your CUSTOMER
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Your Customer’s “One Simple Story”
Status Quo Drama Resolution
The spider is going up a waterspout. (States a fact.) Down came the rain. (Challenge.) Out came the sun & dried up all the rain. (Solution.)
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Your Customer’s “One Simple Story”
Status Quo Drama Resolution
Jim leads a crazy, fast-paced life. He can hardly slow down and can barely keep up with it all. He escapes with bold, aromatic coffee for a moment of comfort.
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Your Customer’s “One Simple Story”
Status Quo Drama Resolution
Jennifer’s a driven professional. She’s got a ton of pressure to deliver high quality work. Her tools are hassle-free and simple. All her work is beautiful.
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Your Customer’s “One Simple Story”
Status Quo Drama Resolution
Mark follows marketing best practices. But the playbook is getting less effective & audiences dislike it. Inbound marketing helps you create marketing people love.
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WHERE TO TELL YOUR STORY. 2
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“The audience will not tune in to watch information. You wouldn’t, I wouldn’t. The audience will only tune in and stay tuned in to watch drama.”
– David Mamet
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Value proposition
WHERE YOUR STORY LIVES:
1
2
3
Customer experience
Everywhere!
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VALUE PROPOSITION 1
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Appeal to the senses rather than logic.
(Yes!)
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WHAT’S YOUR RAISON D'ÊTRE?
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1 Know your niche
2 Incorporate the personal/emotional experience
3 Counter challenges, failures, and an overall problem
4 What are you bringing to the table?
5 What excites/interests you?
6 Convince your audience to care
INCORPORATING YOUR PURPOSE:
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Knowing your audience gets you found…
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…understanding their worldview is what resonates.
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CUSTOMER EXPERIENCE 2
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EXPERIENCE TRUMPS COST.
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1 Focus on specific worldviews
2 Great value, fair price
3 Interaction and participation
4 Bring human element back
5 Convince your audience to care
CREATING THE EXPERIENCE:
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8th most loved company in the world. (APCO Worldwide.)
Why?
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Customers bought into the experience.
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People don’t remember the pitch..
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…they remember the experience.
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EVERYWHERE! 3
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Great stories stretch from function to phone calls.
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1 Story = mission statement
2 Build story into the core of product/service
3 Separate service from the experience
CONSISTENCY IS KING:
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Your story shouldn’t contradict itself.
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INCORPORATING STORY INTO YOUR CONTENT. 3
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Purple at the core
INCORPORATING STORY INTO YOUR CONTENT:
1
2
3
Create a content mission statement
Tell a different story!
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PURPLE AT THE CORE 1
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Concept before execution.
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CREATE CONTENT MISSION STATEMENT 2
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How are you helping?
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TELL A DIFFERENT STORY! 3
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Think Story. Not Features.
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People buy the story.
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START WITH “WHY.”
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MASSAGING YOUR STORY.
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WAIT, WAIT, WAIT: I’VE GOT PRODUCTS & SERVICES TO SELL!
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STORIES DRIVE INBOUND BUSINESS
SOCIAL INBOX.
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WHY?
• “Social media was always meant to be a personal channel.” • “It became broadcasting, canned responses, and mindless monitoring.” • “Get back to actual human interactions.” • “As a personal channel, all departments can use it for their work.”
We believe social media should be about real human interactions, but it’s too noisy and difficult to do so easily.
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MANY TOUCHPOINTS. ONE STORY.
Website:
Video:
PR:
Content:
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MANY TOUCHPOINTS. ONE STORY.
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MANY TOUCHPOINTS. ONE STORY.
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ATTRACT THE RIGHT AUDIENCE
“Totally agree!”
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AVOID THE WRONG AUDIENCE
“That’s poppycock!”
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ONE STORY AT EVERY STAGE
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PROMOTERS SPREAD YOUR STORY
“Totally agree!” “Dude...!”
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STORYTELLING ISN’T AN INBOUND BEST PRACTICE.
STORYTELLING IS INBOUND AT ITS BEST.
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NEXT STEPS
1. Finalize your one simple story
2. Create your next content offer around that
one simple story
3. Revaluate your current value propositions
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• 10 of the World's Best Storytellers
• Content Creation Templates
RESOURCES
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QUESTIONS?
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THANK YOU.