This document outlines a 4-step process for marketing maximization: 1) Understand your ideal customers, 2) Create content they will consume, 3) Develop products they will buy, and 4) Implement a marketing plan with the right messages. It emphasizes the importance of truly knowing your target audience and their problems in order to create valuable content and products that directly address their needs. A successful marketing strategy also requires optimizing for mobile users and implementing the right mix of money, market research, messaging and media.

1. 4-STEPS TO
MARKETING
MAXIMIZATION
1. Understand who your IDEAL
CUSTOMERS really are so you
create exactly...
2. The CONTENT they’ll consume...
3. The PRODUCTS they’ll buy, and...
4. The MARKETING messages that will
turn prospects into customers and
customers into lifelong fans.

2. With advancements in
technology—marketers are
continually finding new ways to
engage with their audience and
generate leads.

3. Trend #1:
LACK OF TRUST
Estimates of lack of
trusty vary from
50-65%.

4. In a recent online
marketing survey...
“You can’t be too
careful in dealing
with them!”

6. Trend #2:
OVERWHELM

7. The biggest problem of most
To deal with overwhelm,
most people do nothing.

8. A 4-Step Blueprint
to ensure that you are
doing the Right things
at the Right time with the
Right customers.
The Solution...

9. What would it be like to look right into the
mind of your prospect with X-Ray vision
and see exactly what their problems are?
And then deliver your sales message so
that it precisely addresses these problems?
1. The Core Problems

10. To serve your customers
well, you must know
them well.

11. The goal is to create
an intelligence
system that gives
you ongoing
information about
who your prospects
and customers are.

12. Demographic Data
2
3
1
Psychographic Data
“Skeleton Keys”

13. Use this information
to drill down to the 5
Core Problems of your
ideal customers.

14. • Who benefits most from your products
and services?
• Who’s been your best customer?
• Who’s been your worst customer?
• What problems keep them awake at
night?
• How much of an impact do these
problems have on their lives?
• What are their biggest dreams or
desires?
• What are their biggest fears?
• Who are their role models or mentors?

15. What challenges
are they facing
that need to be
solved urgently?

16. • Surveys
• Industry Reports
• Pew Research Center
• Keywords & Competition:
iSpionage, SpyFu, KeywordSpy
• Google Adwords
• InfoUSA
• Blogs, Forums, Social Media
• Small Business Association
Competitive Analysis Tool
• Hoover’s, Dun & Bradstreet,
Forrester
• Amazon

17. What you think you
know can seriously
hurt your business.
‘‘

18. 51% of our
customers
already had
a product
or service.

19. 2. Content Plan
What’s the big elephant in the room?

20. “I know I’m supposed to
but I don’t...”

21. Do you really NEED...
...a podcast
...a blog
...YouTube videos
...a Facebook page
...a Twitter account
...a LinkedIn profile
...article marketing
...Pinterest posts
...webinars
...ebooks

22. The problem is we
don’t do it because
we feel overwhelmed
and confused...
We don’t have a
CONTENT PLAN

23. DEFINITION
Content Marketing is
marketing and business
processes for creating and
distributing valuable and
compelling content to attract,
acquire and engage a clearly
defined and understood
target audience – with the
objective of driving profitable
customer action.
—Joe Pulizzi

24. •Companies with active blogs receive 97% more leads than
other companies
•61% of consumers say they feel better about, and are more
likely to buy from, a company that delivers custom content
•The average cost to generate a lead through inbound
marketing is about half the average for outbound marketing

25. •Social media sites and blogs reach 8 out of 10 of all
U.S. Internet users
•80% of decision makers prefer to get company information
in a series of articles versus an advertisement
•Content creation is ranked as the single most effective
SEO technique

26. Targeting the wrong market.1
2 Reasons Marketing Underperforms...
Targeting the right market, but not
understanding it fully.2

27. • Slogan: “The taste just got better.”
• Market Values: America,
friendship, nostalgia, familiarity,
loyalty, tradition
• Customer Response: “History is
being taken away.”

29. Power of
a Content
Calendar

30. How do you build a profitable product suite
that adds tremendous value and maximizes
revenue for your business?
3. Product Plan

31. Make the product your market
wants or needs, instead of the
product you want to make.

32. Match products to the
stage of your business.

34. Newton...a mind forever
voyaging through
strange seas of thought.
—William Wordsworth‘‘

36. Develop
(prototype)
Deliver
OfferM.V.P.
Minimum
Viable
Product

37. A strategic marketing plan directs your strategies and
actions for your products, pricing, sales and promotions.
It makes it easier for you to capture new customers, sell
your products, take advantage of opportunities and build
your business long-term.
4. Marketing Plan

38. The average
database
degrades by
about 25%
per year.
If you do nothing...

39. Money1
Market2
Message3
Media4
Metrics5

40. Mobile Optimize
• 81% of all smartphone users browse
the internet with their phones.
• A study by Nielsen and Google found
that 77% of mobile searches happen
even when desktop devices are also
available.
• Multi-Screen Shift: Up to 90% of
users use multiple devices to
accomplish a goal.
Mobile Optimize
• 81% of all smartphone
users browse the
internet with their
phones.
• A study by Nielsen and
Google found that 77%
of mobile searches
happen even when
desktop devices are
also available.
• Multi-Screen Shift: Up
to 90% of users use
multiple devices to
accomplish a goal.
Mobile Optimize
• 81% of all
smartphone users
browse the internet
with their phones.
• A study by Nielsen
and Google found that
77% of mobile
searches happen
even when desktop
devices are also
available.
• Multi-Screen Shift:
Up to 90% of users
use multiple devices
to accomplish a goal.

42. 4-STEPS TO
MARKETING
MAXIMIZATION
1. Understand who your IDEAL
CUSTOMERS really are so you
create exactly...
2. The CONTENT they’ll consume...
3. The PRODUCTS they’ll buy, and...
4. The MARKETING messages that will
turn prospects into customers and
customers into lifelong fans.

43. Free Training Video
& Special Reports
on Marketing Maximization:
PamHendrickson.com/Tony