This document summarizes a presentation about using data-driven online marketing strategies to achieve success with a small budget, similar to the 2002 Oakland A's baseball team. The presentation outlines challenges small businesses face from larger competitors and offers tips to assemble a winning marketing team by understanding prospects, crafting the right message and image, optimizing a website, creating relevant content, targeting keywords, and building social media relationships. Attendees are encouraged to complete worksheets to analyze their prospects and marketing strategies.
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The Moneyball Effect: Win the Size War with Effective Online Marketing
1. Where Conversation Leads
to Commerce
The Moneyball Effect:
Win the Size War With
Effective Online Marketing
Wednesday, March 28
11:30 a.m. – 12:30 p.m.
Milano VI
4. Where Conversation Leads
The Moneyball Story
• 2002 Oakland A’s, lowest budget in baseball
• Top 3 players taken by NYC & Boston
• Used creative analytics and “ninja” tactics to
choose replacements
• Singular focus: “Get On Base”
• Broke the record for longest winning streak
• Billy Beane (GM) offered highest salary in
history
5. Where Conversation Leads
“The Moneyball Effect” Defined
• Achieving massive results on a low budget
• Employing creative “ninja” tactics to outsmart
the competition
• Using data & statistics to track progress and
make adjustments
6. Where Conversation Leads
Top Challenges Facing Agents
• The “Giants”
– Stockpiles of cash
– Hungry, demanding investors.
– Massive Networks
– Big Marketing Budgets
– Mergers & Acquisitions
This is, of course, OUT of your control…
7. Where Conversation Leads
Top Challenges Facing Agents
• More Agents Entering the Market
• Moore’s Law
– Technology getting faster and less expensive
exponentially
– Must sell more to make the same
• The Web – BIG game changer
– Social Media
– Google
This is also OUT of your control…
8. Where Conversation Leads
Top Challenges Facing Agents
• Outdated or homemade web presence
– Nearly half of consumers base a company’s credibility on
the visual appeal of their website.
• Lack of action or movement
• Out of sight, out of mind
• Inconsistent messaging
• Inconsistent image
All of this…YOU CAN CONTROL!!
9. Where Conversation Leads
Our Client’s Heartbreaking Story
• Robert went up against a carrier
• Lost the deal worth $70k/mo.
• Was told he lost it because he looked too
“mom & pop”
10. Where Conversation Leads
The Good News Is…
It’s never been easier & more cost-effective to
• Appear larger
• Appear more professional
• Reach a wider audience
• Reach your exact target
You just have to know WHAT to do,
and HOW to do it!
11. Where Conversation Leads
Assemble Your Winning Team
• The Batter
• The Bat
• Home Base
• The Baseball
• The Field
• The Players
• Uniforms
12. Where Conversation Leads
The Batter: Your Prospect
• Everything starts
here.
• You must study him!
• Who is he?
• What are his stats?
• In this game, we
WANT him to hit the
ball.
14. Where Conversation Leads
The Bat: Your Prospect’s Needs
• Needs
• Desires
• Fears
• Dreams
Do the bat and the ball connect?
Are you pitching the right content?
16. Where Conversation Leads
Uniforms: Your Image
What does your image say?
Image includes:
• Website
• Collateral
• Business Cards
• Apparel
• And more…
18. Where Conversation Leads
Uniforms: Your Image
• High-res graphics
• Organization & design
• Effective copy
– Forget features, it’s all about BENEFITS, baby!
• Headers & Footers
19. Where Conversation Leads
Home Base: Your Website
• Your website must
demonstrate:
– Steadiness
– Dependability (not going
anywhere)
– Weight/power
– Reality
20. Where Conversation Leads
Home Base: Your Website
You should have:
• Access
• Good, professional design
• Testimonials
• Awards, Certifications, Clubs, Partners
21. Where Conversation Leads
The Baseball: Relevant Content
This is what you “pitch” to the
prospect to establish thought
leadership
• Blog posts
• Newsletters
• Case Studies/White Papers
• Online Articles
• Online Reviews
22. Where Conversation Leads
The Playing Field: The Web
Where the majority of the game is played!
How to be found on the field:
• Conduct keyword research
– What are your prospects searching for?
– What answers do they need?
• Include those keywords in:
– Website
– Blogs
– Social Media Posts
24. Where Conversation Leads
The Players: Social Media Relationships
It’s the players that pass the ball (your
content)around.
Use:
• LinkedIn
• Twitter
• Facebook
• YouTube
• Google+
25. Where Conversation Leads
The Players: Social Media Relationships
Connect with:
• Industry leaders
• Media people
• Partners
• Current customers
• Prospects
This goes for telecom as well as vertical markets