Owen's presentation

welcometo Inbound Marketing SLC

Presented by Fit Marketing

#IMSLC @fitinbound

Your Challenge

Harness the power of storytelling in your inbound marketing to make the cash register ring

Why are stories so powerful?

“I’ve learned that people will forget what you said, people will forget what you did,

but people will never forget how you made them feel.” Dr. Maya Angelou

“Stories cause your neurons to fire the same way they would if you were doing the actual action talked about.”

Annie Murphy Paul, “Brilliant: The New Science of Smart”

“When we tell stories to others that have really helped us shape our thinking and way of life, we can have the same effect on them too. The brains of the person telling a story and listening to it can synchronize.”

Uri Hasson, Princeton

(blog.bufferapp.com)

“Those who tell the stories rule society.”

3 Keys to Storytelling with Inbound Marketing

1. Know your buyer personas2. Solve their problems3. Be consistent and authentic

“Sample Sally” – fictitious representation of your ideal customer

• Background• Demographics• Identifiers• Goals• Challenges• How to help• Real Quotes• Common Objections• Marketing Messaging• Elevator Pitch• Story Archetypes and Your Role in Her Story*

Know your buyer personas

Know your buyer personasThe Seven Story Archetypes• Overcoming the Monster• Rags to Riches• The Quest• Voyage and Return• Comedy• Tragedy• Rebirth(Christopher Booker, “The Seven Basic Plots”)

Overcoming the Monster

Rags to Riches

The Quest

Voyage & Return

Comedy

Tragedy

Rebirth

Seven Steps to Solving Problems• Brainstorm 50-100 problems for each persona• Create an inventory of existing content• Identify where each persona is spending time online• Brainstorm 50-100 longtail keywords• Create an editorial calendar

– Types of content (blog posts, videos, premium content, online magazines, social posts. etc)

– Targeted persona(s) & story archetype– Map to stage of the buying cycle (attention, interest,

desire, action, loyalty)– Goals (2-3 KPIs related to visitors, leads and sales)

• Create content for a lead capture and lead nurturing path• Repurpose content regularly, refining it for each platform

Beware: be honest about your bandwidth

Solve their problems

Seven Tips for Consistency & Authenticity• Tell the truth – our world rewards transparency• Avoid self-promotion – you lose the credibility to tell your

own story• Don’t think B2B or B2C, think P2P• Keep up with the daily pulse• Release steady streams of assets and artifacts aligned with

your persona’s story• Make sure your content is learning, not just teaching • Implement the 1:3 rule of content promotion

Be Consistent & Authentic

“Gen Y has been marketed to since they were two. They have very sophisticated BS sensors. The only way around those sensors is not to BS. They get it.”

Shane Smith, CEO of Vice

Be Consistent & Authentic

Harnessing the power of storytelling to make the cash register ring

Marcus Sheridan, River Pools & Spas• Cut budget from $250K/mo. in

marketing to $25k/mo.• Moved from outbound to blogs and

videos• Was radically transparent – listing

prices and praising competitors• Answered every question people

ask in his blogs• Revenue surpassed earlier levels

achieved with the $250K spend

welcometo Inbound Marketing SLC

Presented by Fit Marketing

#IMSLC @fitinbound