Zack Miller, King of Hatch

Marketing Your Company By

Educating Your Community

Part 1: Targeting Customers

Where to start:

¨  Set up realistic goals ¨  Find the trigger point ¨  Solve a problem ¨  Present yourself as an authority

Where To Find Prospects:

¨  Create lead-generating events ¤ Exclusive invite group ¤ Find (or be) a cheerleader ¤ Create an email invite ¤ Ask to join + bring a friend, be specific about who can

join ¤ Amazing content- your event can’t suck

Lead-Generating Events:

q Bring prospects to You q Give authority status q Bring aggressive pipeline leads q Room for growth

Part 2: How To Reach Out

4 Elements to Grow Sales Pipeline

¨  Business Cards ¨  Social ¨  Email Campaigns ¨  Make it super easy to say yes

Business Cards

¨  Take an inventory of who you want to target and then breakup into separate groups.

¨  Only keep the ones who you can grow immediately in front of you. ¤ So your time isn’t wasted chasing ones that won’t

convert. ¨  Create a spreadsheet with items such as name,

email, and how you know the person. ¨  The goal is to pinpoint potential and divide them

into relationships and opportunities.

EVERYTHING IS ABOUT RELATIONSHIPS

Social

¨  Use SOCIAL to your advantage. You have a network of people that you are friends with or follow and are likely to engage with you when you provide them with something of interest or education.

¨  You cannot expect to sell on your first interaction, instead, educate your potential customers and then hard sell at a later time. Typically six interactions later.

Convince Your Visitors You Are:

1.  Trustworthy 2.  Credible 3.  The best damn product they

can buy in the World!

Email

¨  How easy have you made it for your visitors to: 1. Find you 2. Give data in exchange for data 3. Understand who you are and what you do

¨  What information are you willing to give up in return for your visitors email?

¨  Begin communicating and educating around your product, but without directly selling

Part 3: How To Sell

Educate

¨  If people aren’t learning from you, they won’t come back.

¨  Educate, while not giving away your special sauces for free.

¨  Think of the broadest amount of information you can give away.

¨  Once a critical mass is established, funnel them down leads and encourage them to purchase.

Be different.

¨  The average human is exposed to thousands of advertisements a day. Not the best way to reach your target. ¤ 1/5,000 chance

¨  Instead, be different, think outside of the box. Educate rather than push sales.

¨  Deposit more than you withdraw. ¨  Dive down the funnel and figure out who really is

interested

How Can You Educate Potential and Current Customers?

1.  Dummies Guide to <insert topic> 2.  Tour a recently finished project 3.  Guest Speakers

Dummies Guide

¨  Take a broad topic and break it down into several smaller parts and each part is split by giving even more examples.

¨  Collect all the data and either create written

whitepapers about or host an event on the topic.

Project Tour

Developer Meetups q  Every Friday, we would invite the developer

community to our to showcase a new tool, feature or problem we solved on a current project.

q  Because we were teaching our industry new tools,

this organically made us the authority in web development.

Guest Speakers

¨  Allow others to do the educating for you. ¨  The great thing about a panel discussion is you will

be able to leverage 3-4 times more marketing alone from those who are speaking.

Ask, Ask, Ask.