AGENDA
7:30 – 8:00am Check-in, Networking, Coffee
8:00 – 8:30 Welcome, Introductions, Presentation
8:30 – 8:40 Break
8:40 – 9:40 Panel Discussion
9:40 – 10:00 Wrap Up, Q & A
• Strategic Marketing Plan
• Market Diversification
• Market & Competitive Research
• Product Launch
• Lead Generation Events
• Press Releases
• Web Content
• E-mail Marketing
Who is Affinity?We can help you with marketing strategy and implementation.
TODAY’S TAKEAWAYS
Today you will learn the basics:
MARKETABLE ASSETS - Pinpoint them.
TARGET MARKET - How to identify it for efficient use of resources.
CONTENT MARKETING – Customer focused ideas to build awareness, reinforce your brand and create inquiries.
TODAY’S TAKEAWAYS
MARKETABLE ASSETS
TARGET MARKET
CONTENT MARKETING
IDENTIFY YOUR MOST MARKETABLE ASSETS
Why?• The 8 Second Rule
• Valuable Real Estate
• Step #1 in getting the right
messages in your marketing
materials.
IDENTIFY YOUR MOST MARKETABLE ASSETS
Brainstorm
Strengths
Record
Staff
Members
Trusted
Advisors
HOW?
IDENTIFY YOUR MOST MARKETABLE ASSETS
Does it add value?
Is it easily copied?
Does it differentiate
you from your
competitors?
IDENTIFY YOUR MOST MARKETABLE ASSETS
Does it add value?
Is it easily copied?
Does it differentiate
you from your
competitors?
YES YES YES
TODAY’S TAKEAWAYS
MARKETABLE ASSETS
TARGET MARKET
CONTENT MARKETING
TODAY’S TAKEAWAYS
MARKETABLE ASSETS
TARGET MARKET
CONTENT MARKETING
TODAY’S TAKEAWAYS
MARKETABLE ASSETS
TARGET MARKET
CONTENT MARKETING
WHY WE TARGET MARKET#1 Efficiency
• We’d like to sell our products to everyone.
• Few can afford that.
• Limited resources.
WHY WE TARGET MARKET#2 Effectiveness
• It leads to more effective:• Search terms.
• Blog topics.
• Social media updates.
• Media selections.
WHY WE TARGET MARKET#3 Customer Loyalty
• Find AND retain customers.
• Best way to get repeat business.
• Repeat customers are the best!
IDENTIFY YOUR TARGET MARKET
Three Basic Steps1. Look at your current customer list.
2. Find the 20% which represents 80% of your profits.
3. Create a profile of them based on what they have in common.
It is very likely that there are many more
customers just like these that want to
buy your product.
They are your target market !
TAKE A CRITICAL LOOK
Take a critical look at your target market by asking:
Is the target market of sufficient size to be viable?
Is this segment expected to grow over the next three to five years?
Can you reach this target market without breaking the bank?
TODAY’S TAKEAWAYS
MARKETABLE ASSETS
TARGET MARKET
CONTENT MARKETING
What is Content Marketing?
Videos, Blogs, Newsletters, Case Studies, Interviews.
Original in most cases. Subjects that matter to your
audience.
MAKE CONTENT MARKETING WORK FOR
YOUR BUSINESS
• Generate a “Top 10” list.
• Review a product or service.
Establish Yourself As An Expert
“HOW TO” LIST
“HOW TO” LIST
MAKE CONTENT MARKETING WORK FOR
YOUR BUSINESS
• Share a link from another source and give credit.
• Interview a thought leader in your industry.
Build credibility
INTERVIEW A “THOUGHT LEADER”
MAKE CONTENT MARKETING WORK FOR
YOUR BUSINESS
• Develop and share a Case Study.
• Discuss industry news from another person’s point of view.
Be a Resource
for Solving
Problems
DEVELOP A CASE STUDY
The Golden Rule of Content Marketing
Demonstrate that you understand your customer’s
problem.
