Start with a clear understanding of your sales process and a clear picture of your ideal customer. Here are some inbound marketing and sales basics along with practical tips for delivering your digital marketing strategy on a shoestring. Any size SMB can use this knowledge. Use it to build your own or if you want to speak confidently with your marketing team, freelance vendors, and your agency.

1. Sales Powered
Marketing™
For Startups and Small Businesses
Brent Robinson, Chief Thought Officer
brent@Modthink.com

2. Value Exchange

3. What I Hope You Get From Today
Marketing Strategy
Process
Inbound Technologies
Content Marketing
Tactics
Measuring Results
Confidence
Foundation

4. Agenda
1. Inbound Concepts
2. Digital How-To
3. Content How-To
4. Real World Example
5. Ask Me Anything

5. Why Digital Marketing?

6. Why Digital Marketing?

7. Why Digital Marketing?

8. Why Digital Marketing?

9. Why Digital Marketing?
Your buyers have completed
57% of their research before
you even speak to them.
https://www.thinkwithgoogle.com/articles/the-changing-
face-b2b-marketing

10. Why Digital Marketing?

11. • Demonstrate Your
Expertise
• Build Trust in Your
Capabilities
• Educate Your Buyers
Before Your
Competitors Do
Why Digital Marketing?

12. Why Digital Marketing?

13. Find Your Niche
“Everyone is not
your customer.”
~Seth Godin

14. Your Buyer’s Journey

15. • New Leads / Existing Customers
• Cross Selling / Upselling
• Match Cycles
• Step-by-Step
Document It
Communicate It
Measure It
What Is Your Sales Process?
Credits: https://www.fourquadrant.com

16. Build Customer Personas
• Who is this guy?
• How does he buy my services?
• How can I get him to trust me?

17. Build Customer Personas
• Who is this guy?
• How does he buy my services?
• How can I get him to trust me?
modthink.com/persona-worksheet

18. How Do You Do All of This?

19. How Do You Do All of This?
1.Website
2.Content
3.Syndication
4.Tracking
5.Measuring

20. Website Basics
• Website w/ Blog
• Design w/ Themes
• Performance / Mobile
• Search Optimized

21. Website Basics
• Website w/ Blog
• Design w/ Themes
• Performance / Mobile
• Search Optimized

22. Website Basics
• Website w/ Blog
• Design w/ Themes
• Performance / Mobile
• Search Optimized

23. Website Basics
• Website w/ Blog
• Design w/ Themes
• Performance / Mobile
• Search Optimized

24. Website Basics
• Website w/ Blog
• Design w/ Themes
• Performance / Mobile
• Search Optimized

25. Your Buyer’s Journey

26. “Explanation” Content
• Hook
• Niche
• Services
• Testimonials
• Call-to-Action

27. “Explanation” Content
• Hook
• Niche
• Services
• Testimonials
• Call-to-Action

28. “Explanation” Content
• Hook
• Niche
• Services
• Testimonials
• Call-to-Action

29. “Explanation” Content
• Hook
• Niche
• Services
• Testimonials
• Call-to-Action

30. “Explanation” Content
• Hook
• Niche
• Services
• Testimonials
• Call-to-Action

31. “Explanation” Content
• Hook
• Niche
• Services
• Testimonials
• Call-to-Action

32. Attraction Content

33. Attraction Content Blogging and Social Sharing

34. I’m Not Creative or a Good Writer

35. Subject Matter Expert
Pain Points
IRW Events
Cycles and
Seasonality

36. Attraction Content

37. Attraction Content
B2B Services

38. Attraction Content
B2B Services and Online Products

39. Attraction Content
B2C Ecommerce and Bricks-and-Mortar

40. Attraction Content
• DIY
• Hire Freelancers
• Partner with Your
Agency
• Internal Hires

41. Do It Yourself
Royalty Free Images

42. Do It Yourself
Freelance Writers

43. Do It Yourself
Simple Graphics

44. Conversion Content

45. Conversion Content

46. Conversion Content
Product Representation
High Quality Well Researched
White Papters

47. Social Channels
• Match Your Personas
• Upper Management asking questions on Quora
• LinkedIn for Lead Generation
• Facebook for Ratings and Recommendations
• Twitter for Current Events and Timely Content
• Paid Ads to Push and Support
All to Help People Find You on Google!
Post REGULARLY

48. Social Channels
Jewelry is Visual

49. Social Channels
Women on Pinterest Searching for Ideas

50. Social Channels
Facebook Conversations tied to Online Shop

51. Social Syndication

52. Social Syndication

53. Social Syndication

54. Social Syndication

55. Customer Relationship Management
• Track Leads and
Customers
• Integrate with
Email System
• Start Automating
• System to Build On

56. Customer Relationship Management
• Track Leads and
Customers
• Integrate with
Email System
• Start Automating
• System to Build On

57. Customer Relationship Management
• Track Leads and
Customers
• Integrate with
Email System
• Start Automating
• System to Build On
Resources:
hubspot.com/products/crm
hubspot.com/products/sales

58. Measure Your Investment

59. Measure Your Investment

60. Measure Your Investment

61. Measure Your Investment

62. Measure Your Investment
Tied Back to SALES

63. Ask Me Anything

64. Did I Give You Value Today?

65. $1,600
/company
Want More Modthink-y Goodness?
• Sales Powered Marketing™ Group Coaching
• Eight 2-hour Classes of 16 Weeks
• Workshops Limited to 10 Companies
• Zoom Copy of Each Class + Slides & Resources
• Slack Channel with Your Colleagues
info.modthink.com/small-business-workshop