Marketing Manual. INTRODUCTION. What do your roadside sign, flower beds, radio ads, and email newsletter have in common? They are all a part of your. Think of it like the ultimate guide, packed full of actionable advice you won't learn Marketing Strategy Guide (PDF): Get an in-depth education on strategy. For many nonprofit organizations, marketing is an expense they feel they cannot Throughout Marketing , we are going to focus on marketing in general.

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Free Bonus: Click here to get access to a FREE PDF checklist that helps you get these marketing basics into your business (includes the full. A digital marketing framework. 2. Creating remarkable content. 3. Promoting your brand/product like a pro. 4. Measuring your success with analytics. 5. Online advertising revenues in billions • B using mobile devices/ websites. • 13 B online display ads. • 5 B video. • 2 B online classified ads.

Process and proven track record of delivering results. Much less expensive than building an in-house team with a comparable level of expertise. Contractually required to meet deadlines and provide a predetermined level of service. Quick and simple to scale up efforts as the company grows. Cons Not as accessible as full-time employees.


Not as deeply entrenched in the brand. Not able to assist with tasks outside the predetermined scope of work. That being said, hiring an in-house team with comparable skills to an agency would cost much, MUCH more when you consider salaries, benefits, and onboarding costs.

Not to mention, the time it takes to hire and train employees can lead to missed opportunities, depending on the situation. Pros Deeply familiar with the brand and industry. Very accessible for impromptu meetings, tasks, etc. Cons Typically, more expensive than an agency.

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Difficult and time consuming to fire or employee if they fall short of expectations. In theory, this option can be the best of both worlds, and in practice that CAN be the case when all parties are aligned. As you can imagine, when your company grows, your marketing needs grow. The level of expertise and technical sophistication needed by all parties grows as well. Therefore, when an in-house team that inherently understands the brand can work with an agency that brings a wealth of experience AND the ability to execute, you have the makings of a very strong team.

Pros Can be the best of both worlds. Executive Summary Crafting a well-thought-out ecommerce marketing plan may seem daunting. But then again, the wealth of strategies and channels that can help drive online sales is enormous and continuing to grow. While you may be tempted to go off to the races, intentionality is key when you first begin developing an ecommerce marketing strategy.

In a sense, ecommerce marketers feel like kids in a candy store, trying to decide which new flavors to try today. Want more insights like this?

Marketing For Dummies Cheat Sheet

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Content Marketing and the downloader Journey Summary Content considerations Loosening the status quo The potential downloader has a problem but is not yet entirely aware of what the problem is or how it could be resolved. Content is delivered to help the audience pinpoint their problems through being helpful and informative. Although branding is less important at this stage, content should aim to position the company as an industry thought leader. We want to drive the consumer to seek further information.

Committing to change The potential downloader is accepting the need to resolve the problems that have been identified. At this stage the role of content is to offer relevant solutions to these problems.

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Done well, content can drive urgency and accelerate the downloading process. The downloader is becoming aware of their options to solve the problem they face. They begin to evaluate their alternatives and are actively seeking information to find the best solution. The downloader is now being more proactive about finding information relevant to their problem. At this stage we want to be delivering content that helps the downloader to understand what they are seeking in a solution.

Explain the exact requirements of the right solution and how will this address the various challenges they are currently faced with. Committing to a solution The downloader has become educated about their problem and the various solutions available and commits to taking action.

As we learn more about the needs of this potential downloader, through analysing which content they consume, the content we provide can become increasingly specific to their requirements. Justifying the decision The downloader is now close to download, ensuring the solution they are deciding upon is the right one. The role of content is to now to remind the downloader why this download is a smart and valuable business decision. The downloader is now poised to download from our company.

We now have a lot of information about this downloader and can utilise content to prove the value of our solutions and reassure them of their choice. Once the downloader has made a download, this is not the end of the content journey.

To maximise the chance of repeat download, cross downloading and recommending the company to others, a content strategy needs to continue post download. The role of content post download is aimed at adding value for the client, as well as recognising other problems they may face and beginning the journey again. Exploring possible solutions Exploring possible solutions Share 5 6.

What makes good content? Audience Who we are connecting to?

Not only job title, but what challenges are they facing that we can help to solve? What makes the same piece of content interesting to one party and not to another is subjective, but here are a few guidelines for giving our content a chance to engage the right targets: Format What type of content will our audience want to consume?

Busy CIOs will prefer bite-size video and blogs than a technical whitepaper which the network admin will love! Timing Reach the prospect at the right point in their downloader journey, or help them to begin a downloading journey and we invite them to want more.

Consequence So what? Is it of real consequence to them, or is it content we want them to consume? Interesting If your wife, or your colleague consumed your content, would they learn something new? If you can tell people something interesting, they will come back for more. Consider too the full range of content formats to keep your prospect or target interested — test new formats to learn what drives engagement and clicks, then build it in to programmes.

The most commonly used content formats in B2B marketing are shown below. Content marketing for prospect acquisition Content is hugely influential in inbound marketing for adding fresh, self-selected contacts to your nurture database. They must be sufficiently motivated by your content to reveal their identity — below are tips for making content count.

Branded or unbranded? Gated or ungated?

Long or short? One click conversion or journey? If there is resistance or barriers to acceptance for your brand in the market, then consider keeping your content unbranded. Allow it instead to do its work in engaging consumers and enticing them to engage on their own terms. Include multiple pathways the user can take to encourage them to continue their journey towards your brand.

At the first clickthrough to your site, asking for a registration is likely to halt the journey there and then. Make an informed decision on how much dwell time and exploration you can allow on your web pages before presenting a registration page to access gated material. Both can work well to drive engagement. The main consideration is to keep the appeal of the content as broad as possible whilst keeping it relevant. Short content including blogs, video, images, cartoons and infographics is effective at attracting new users or driving early.

Longer content, such as a definitive report, can increase dwell time on your site and it can drive conversion if the value of the content is deemed to be worth it. Our content is designed to drive sales, but the speed of engagement varies. Once hooked, ensure visitors can access deeper content.

Share 8 9. Why are technology marketers turning to a content approach? Chief Technology and Information Officers are over-marketed to The technology industry is renowned for bombarding prospects with marketing and sales material.

To cut through the noise, prospects need to be spoken to on their terms, not yours. The right content in the right places helps prospects to find you. The engagement level of audiences generated through content is higher, enhancing sales conversion rates.

The added bonus is having the sales team love you for giving them better quality leads. Content marketing is a strategy that enhances current sales and marketing efforts.

Content that is accessible and relevant to downloaders in active downloading stages creates a significant competitive advantage. Optimised content will enhance search visibility and quality, making you easier to find and providing access to fresh audiences. As marketers, we love our brands. We love talking about our brands.


Opportunity to cross-sell and up-sell Is telling a prospect how wonderful our brand is useful to them? Probably not.Busy CIOs will prefer bite-size video and blogs than a technical whitepaper which the network admin will love!

The last content stage: When a prospect has strong interest in Marketo Consists of solution-oriented content such as customer case studies, demos, third-party reviews and company-specific information to help close deals.

Accessibility ensure your content can be found easily, if online, make it prominent on your website, engage SEO techniques, and extend reach using social media. The result? Get The Print Version Tired of scrolling?

As marketers, we love our brands.

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