The Perfect Marketing Matrix Campaign

By Lisa Virkus on Oct 22, 2013 in From Find the Capital, Sales and Marketing | 0 comments

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Article by, Brent Virkus of Find the Capital and TRiTON Capital Advisory

An effective marketing campaign needs three components to work together as one. We call this the Marketing Matrix. When the right components are in place and properly aligned, the campaign produces a predictable, repeatable, and replenish-able flow of qualified leads with relatively little continuous effort.

Clear Vision

Start by identifying the Clear Vision that drives your marketing campaign. Use your Clear Vision to make decisions about what Platform you need, what offer to make, what language and images to use in your marketing, and who to partner with. The more compelling and consistent the Clear Vision, the easier it will be to turn your crank.

The most useful stories are already being told by your customers through their actions. Your job is to detect and articulate your customer’s story, not to create a brand new one. Your story should be easily relatable, inspiring, and lead the customer to trust you, believe in themselves, and feel an urgent need to buy your product or service to help them solve their problem, need, desire or opportunity.

The Platform

All marketing campaign must include at least one asset from each category:

Lead Sources:

Communities (Professional associations, Networking groups)
Search (PPC, Organic, Display, YouTube, Kindle)
Social Media (LinkedIn, Twitter, Facebook)
JV Partners (Teleseminars, Email newsletters, Packaged products)
Offline Advertising (Television, Radio, Print)
PR (News stories, Guest blog posts, TV appearances)

Lead Capture:

Manual (Business cards, “Hey, give me your number”)
Web Form (Honey pot, Event RSVP, Teleseminar RSVP, List purchase)
Social Media (LinkedIn, Twitter, Facebook)

Lead Nurture:

Auto-Responder (Useful content, Coupons, Statistics, Reports, Surveys)
Breaking Bread (Hosted dinner parties, Informal lunches, 1:1 Advice)
Free Product (Freemium Software, Assessments, Trial periods)

Sales Conversion:

1:1 Sales (Door-To-Door, Telephone Sales, Enterprise Sales)
1:Many Sales (Webinars, Selling From the Stage, Direct Response)
Website Sales (Shopping Cart, Sales Letter)
Physical POS (Retail, Vending Machine, Box Office)
Channel Sales (Distributors, Aggregators, Systems Integrators, Partners)
Call Centers (Inbound, Outbound)

Fulfillment:

Personal Service (1:1 Meetings, Phone Meetings, Personalized emails)
Professional Service (Created works delivered to customer)
Seminar (teleseminar, Q+A call, Workshop, Training)
SAAS (Platform, Online Community, Hosted Application)
Digital Product (Information Product, Music, Software, Mobile app)
Manufactured Product (OEM product, Assembly, Agriculture)

Your Offer

With your Clear Vision and Assets mapped out, develop an offer that fits the story perfectly. In addition to offering your core product or service, you may need to formulate additional offers for each step in your lead nurture sequence. For example, you might have one offer to entice people to join your list, another offer for a free consultation, and a 3rd offer to buy your product during the free consultation.

Finally, in your Offer, make sure you include the four P’s: