1. What/Who Is Cultivate?
1.1. Branding & Identity
1.1.1. Website Presence
1.1.2. Personas
1.1.2.1. TypePad form for generating personas https://ezsites.typeform.com/to/P51IvR
1.1.2.1.1. `
1.1.3. Experiential Understanding
1.1.4. Surveys
1.1.5. Marketing & Sales Collateral
1.2. Positioning
1.2.1. ADVISORS
1.2.2. Small Business Focus
1.2.3. Core Business Skills
1.2.4. Results & Outcome Driven
1.3. Data Driven
1.3.1. Customer/Meeting
1.3.1.1. ProsperWorks
1.3.1.2. Cisco Spark Notes
1.3.1.3. Evernote/OneNote
1.3.1.4. Recorded Zoom Meetings
1.3.2. Web Analytics
1.3.2.1. Google Analytics
1.3.2.2. Need More Information Here
1.3.3. Financial
1.3.4. Goal Projection Models
1.4. Shared Knowledge
1.4.1. Drive
1.4.2. WhatsApp
1.4.3. Phone
1.4.4. Training
1.4.5. "Open & Free" Flow of Information
1.4.6. Systems & Processes
2. State of Union / Audit
2.1. Analytics Setup
2.2. SEO
2.3. Paid Advertising
2.4. CRM
2.5. CRO & UX
3. (2) CONVERT
3.1. Remarketing
3.1.1. AdWords
3.1.2. Facebook
3.1.2.1. Instagram
3.1.3. AdRoll/Perfect Audience
3.1.4. Bing
3.2. CTAs/Content
3.2.1. Whitepaper
3.2.2. Ebook
3.2.3. Webinars again
3.2.4. Lead Forms
3.2.5. Exit Pops
3.2.6. Chat
3.2.6.1. On-site
3.2.6.2. Facebook
3.2.6.3. Other social
3.2.7. 1 Pagers
3.2.8. Testimonials
3.2.9. Case Studies
3.3. Landing Pages
3.3.1. Tailored to marketing campaigns
3.3.2. Personalized based on knowledge of user
3.3.3. Conversion-centric design.
3.3.4. Presents only offer, can't "leak" to other pages. Convert or leave.
3.4. Facebook Lead Forms
3.4.1. Really want to test these.
3.5. LinkedIn Lead Forms just rolled out too!
3.6. Only allow work emails (no gmail)
4. Defining The Marketing Funnel
4.1. 3 Stages (Simplified Version)
4.1.1. 1 - Attract
4.1.1.1. Get in front of customers to get their attention.
4.1.2. 2 - Convert
4.1.2.1. Convert them to a lead, displaying their intent to purchase a product or service like yours.
4.1.3. 3 - Close
4.1.3.1. Turn the intent into a purchasing decision for your product.
4.2. Buyer's Journey Visual (Click)
4.3. Visual Of Awareness Levels (Clicky)
5. (1) ATTRACT
5.1. Content & Organic
5.1.1. Site
5.1.1.1. On-site SEO
5.1.1.2. Optimize For Speed
5.1.1.3. User Friendly
5.1.1.4. Cross-Platform Compatibility
5.1.2. Content Marketing
5.1.2.1. Blog Posts
5.1.2.2. Guest Posts
5.1.2.3. Influencer Outreach
5.1.2.4. Social Media
5.1.2.4.1. Facebook
5.1.2.4.2. LinkedIn
5.1.2.4.3. Medium
5.1.2.4.4. Quora
5.1.2.4.5. YouTube
5.1.2.4.6. SlideShare
5.1.2.5. PR
5.1.2.5.1. HARO
5.1.2.5.2. PR WEB
5.1.2.5.3. PR SYNDICATION
5.1.2.6. Articles/Newspaper
5.1.2.7. Podcasts
5.1.2.8. WEBINARS
5.1.2.8.1. Paid
5.1.2.8.2. UNpaid
5.1.2.9. Host Events to schedule COnsultations on Meetup/Eventbrite.
5.1.2.9.1. Example
5.1.2.10. Social Selling Infographic
5.2. Online Paid Traffic
5.2.1. Facebook
5.2.2. AdWords
5.2.3. Bing
5.2.4. LinkedIn
5.2.5. YouTube
5.2.6. Content Discovery Networks
5.2.7. Click-To-Call Campaigns
5.3. Offline
5.3.1. Sponsorships
5.3.2. Co-Marketing
5.3.3. Word of Mouth
5.3.4. Speaking Engagements
5.3.5. Marketing
5.3.5.1. Billboards
5.3.5.2. Other
5.3.6. Events
5.3.6.1. Trade Shows
5.3.6.2. Networking Groups
5.4. Direct
5.4.1. MailMerge
5.4.2. Cold Email List Outreach
5.4.3. LInkedIn
5.4.4. Email List Co-marketing
6. (3) CLOSE
6.1. E-Mail (Worth Own Lane)
6.1.1. Trigger Events
6.1.2. Automated Sequences
6.1.3. Segmentation & Analysis
6.1.4. Curated, Personalized Content
6.2. Marketing Automation/CRM
6.2.1. Segmentation
6.2.2. Event Driven Marketing Promotions
6.2.3. Leverage data to guide your follow-up & tailor your message & offer.
6.3. Cultivate Selling Process
6.3.1. Discovery Call
6.3.2. Pro Bono
6.3.3. Personal Follow-Up