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Nov. 6, 2009
Credibility Marketing: Be Recognized as an Expert
L. Stern & Associates, Inc.2
Topics
Putting Credibility Marketing in Context Elements of Credibility Marketing Making Credibility Marketing Work for You
L. Stern & Associates, Inc.3
The A-P-PL-E Approach
Audit Position Plan Launch Evaluate
L. Stern & Associates, Inc.4
The A-P-PL-E Approach
Audit Understand where you are now
– Target markets– Positioning– Product offering– Messaging and communications
Identify preliminary gaps
L. Stern & Associates, Inc.5
The A-P-PL-E Approach
Position Conduct research to understand:
– Target market purchase decision drivers– Competitive strengths and weaknesses relating to those
drivers – Best ways to communicate
Develop positioning statement, from which all messaging evolves
L. Stern & Associates, Inc.6
The A-P-PL-E Approach
Plan Marketing strategy
– Objectives– Competition– Market forces– Strengths, weaknesses, opportunities and threats– Target market– Positioning– Product design and pricing– Distribution
L. Stern & Associates, Inc.7
The A-P-PL-E Approach
Launch Marketing tactics
– Awareness– Credibility– Lead generation– Sales– Tracking
L. Stern & Associates, Inc.8
The A-P-PL-E Approach
Evaluate Understand what you want to track
– Awareness – measure increases in awareness– Credibility – measure changes in perception, tactical
results, or leads and sales (and ROI)– Lead generation and sales – measure return on investment
L. Stern & Associates, Inc.9
The A-P-PL-E Approach
Launch Marketing tactics
– Awareness– Credibility– Lead generation– Sales– Tracking
L. Stern & Associates, Inc.10
Marketing Tactics
Awareness Answers the question: “Who?” Branding Media advertising (online and offline) Website Social media Trade shows Measure impact You can buy awareness
L. Stern & Associates, Inc.11
Marketing Tactics
Lead Generation and Sales Starts with segmentation Execution tools must be targeted, contain a compelling
offer and powerful call to action that is easy to respond to Tools
– Direct mail– Telemarketing– E-mail– Paid search
Tracking is critical
L. Stern & Associates, Inc.12
Marketing Tactics - Credibility
Some definitions
“The quality of being believable or trustworthy.”
“The objective and subjective components of the believability of a source or message. “
“Consultants have credibility because they are not dumb enough to work at your company.”
- Scott Allen, aka?
.
L. Stern & Associates, Inc.13
Marketing Tactics - Credibility
Answers the question: “What?”– Remember the question awareness answers: Who?
Most credibility initiatives demonstrate an objective third party thinks you have something to say
Can measure success– Tactical measures (sometimes)– Leads and sales (sometimes)
You can’t buy credibility Credibility can help increase awareness and can
generate leads and sales
L. Stern & Associates, Inc.14
Marketing Tactics – Awareness vs. Credibility
Awareness Credibility
Who? What?
Expensive Inexpensive
Measured by increases in awareness
Measurement depends of credibility tactic
Rarely directly generates leads/sales
Occasionally directly generates leads/sales
For anybody with money For experts
L. Stern & Associates, Inc.15
Marketing Tactics - Credibility
Forms of credibility marketing Media Bylined articles/White papers Speaking engagements Case studies Testimonials Blogs
L. Stern & Associates, Inc.16
Credibility Tactics - Media
Press releases Proactive pitching
– Need a good list
Examples– New clients– New products– Stances on particular issues
Tracking can be difficult
Tip: Feature a quote by a client; suggest the reporter talk with a client.
L. Stern & Associates, Inc.17
Credibility Tactics – Bylined Articles/White Papers
Generally a “Chinese wall” between advertising and editorial
– Not as pronounced for “trade” publications
Examples– Client engagements– “How To”– Commentary on issues
Can track inquiries, Website hits
Tip: When writing about a client engagement, include the client as a co-author. People want to hear from peers.
L. Stern & Associates, Inc.18
Credibility Tactics – Speaking Engagements
Much more effective to speak than to display– People want to learn; not be sold to
Make sure people learn at least one thing that can make them do their job better
Examples– Client engagements (with client)– “How To”
Can track inquiries
Tip: If possible, try to avoid handing out your deck. Make people come up to you and ask for it.
L. Stern & Associates, Inc.19
Credibility Tactics – Case Studies
Key elements– Client (preferably identified)– Problem– Process solution– Results (quantifiable if possible)– Client quote/testimonial
Tracking is a function of where you place them
Tip: Keep it to one page and use bullet points.
L. Stern & Associates, Inc.20
Credibility Tactics – Testimonials
Two or three sentence quote from client– Clients will generally let you write the testimonial for them – Focus on problem and how you worked with client to solve
the problem
Use them on Website, case studies, ads, brochure, etc.
Not really trackable
Tip: Don’t make it too long.
L. Stern & Associates, Inc.21
Credibility Tactics – Blog
This is a tricky one, because it is your words Don’t make your blog promotional; the goal is to
make yourself look smart Talk about issues and share your opinion Post articles (yours and others) and discuss them Invite comments Can track hits
Tip: Keep your blog fresh. Update it frequently.
L. Stern & Associates, Inc.22
Credibility Activities from One Successful Client Engagement
Write a bylined article – Post it on your Website and share via e-mail, your blog and
social media – Use it as a handout
Develop a case study with a testimonial– Post it on your Website– Use it as a handout– Post the testimonial on your Website– Include the testimonial in your brochure
L. Stern & Associates, Inc.23
Credibility Activities from One Successful Client Engagement
Speak at a conference with the client– Promote the engagement (and conference) on your
Website and on social media
Use the engagement as the basis of an advertisement
– Yes, this will cost money to place
Use the engagement as the basis for a direct response campaign