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Ty Swartz, CEO of Chief’s Touch Consulting, specializing in inbound marketing and social communications management education joins Enterprise Radio to discuss inbound marketing.
Listen to interview with host Eric Dye & guest Ty Swartz discuss the following:
- Your company specializes in Inbound Marketing, what exactly is that and why should businesses care? Inbound Marketing is really the best way to turn strangers into customers and promoters of your business. Instead of the old outbound marketing methods of buying ads, buying email lists, and praying for leads, inbound focuses on creating quality content that attract people toward your company and product, where they naturally want to be.
- How do you get results without advertising through normal marketing channels? We work with businesses by helping them set marketing goals and communicate those goals through the development of specific buyer personas and marketing campaigns that generate the right kind of visitors, leads and customers.
- That sounds complicated, how do you know who is going to find you without advertising your business? Millions of people use the Internet everyday and traditional marketing companies trick companies to believe that if they get in front of those millions of people they are going to get business. This is expensive and is based on a numbers game. If you need to sell 30 cogs you need to get in front of 3,000 people. That isn’t as true as it was 20 years ago. Today a businesses online digital presence can target the exact persona that a business needs to buy those same cogs, so if I want to sell 30 cogs I need to develop a digital presence so people searching to purchase a cog find my business organically. We prepare companies to be there when there customer has a problem and looking for a solution. Companies now become problems solvers, exactly what customers need when they are ready to purchase.
- You’ve mentioned personas a couple of times, can you tell me what a persona is and why it’s important for companies to develop customer personas? Buyer personas are fictional, generalized characters that encompass the various needs, goals, and observed behavior patterns among your real and potential customers. Companies that develop realistic buyer personas help them better understand their customer and allows them to segment their audience and assign them to workflows. Some personas are at the top of the funnel, others are in the middle or at the bottom, and all personas have a buyer’s journey they must travel.
- So your create customer personas to help segment out customers that might not be a fit for your product. You mentioned funnel and buyer’s journey what are those and why are they important? Well, the sales funnel is important for companies to understand because not all buyers are ready to buy. When we develop inbound marketing plans we develop three levels of marketing to support the buyer’s journey that coexists with the sales funnel. The awareness stage or Top of the Funnel, the prospect is experiencing and expressing symptoms of a problem or opportunity. During the Middle of the Funnel or the consideration stage the prospect has now clearly defined and given a name to their problem or opportunity. In the decision stage or Bottom of the Funnel the prospect has now decided on their solution strategy, method or approach.
The overall goal for the Inbound Marketing Methodology is to identify the best ways to turn strangers into customers and promoters of your business. We work with our clients so they can learn how to attract, convert, close and delight their customers so those customers become campaigns’ for the company and bring their friends, family and colleagues with the same problem that needs solved. Traditional advertising has become white noise and most people ignore commercials, in fact, about 40% of all mailed advertisements are thrown in the trash without ever being opened and around 60% of people either skip commercials or use the time to do something else. With Chief’s Touch Consulting we develop Inbound Marketing so customers find businesses that offer solutions not commercials.
Ty Swartz, MBA, CPP, USN (Ret.) Inbound Marketing, Social Media Consultant. CEO of Chief’s Touch Consulting, LLC
Ty’s is an award winning internationally published Certified Professional Photographer (CPP) with extensive understanding of business operations, infrastructure, and application deployments as well as his knowledge of products, software, and services helps him advance commercial businesses and government agencies with new media communications through the use of various cutting edge technologies that track message delivery and ROI identifying specific customer demographics.
As an adept strategic planner and proven public relations leader with over 20 years of experience, Swartz is an accomplished communicator with extensive experience in brand management, digital communications, social media, relationship development, measurement, and integrated marketing strategy. Specializing in marketing communication, strategic planning, team leadership, digital marketing, project management, social media, and brand management.
Ty ensures that his team delivers business value to clients consistently delivering high quality project commitments on time, and on budget. Swartz develops and implements new media strategies for positioning, branding and enhancing the reputation of clients by integrating marketing and communication strategies designed to attract new customers.
Swartz has enhanced the visibility of previous employers through skilled implementation of highly effective internal and external communications efforts.
A native of Greenville, Ohio and currently lives in Chesapeake, Virginia with his wife Nicole.
Ty served 20 years in the Navy and after traveling to more than 60 countries retired as a Public Relations Officer/Mass Communications Specialist Chief Petty Officer in 2011.
He is an Honor Graduate of the Naval Schools of Photography in Pensacola, Florida and has a Workforce, Education and Development Bachelor of Science from Southern Illinois University, an Education Career Switcher Certificate from Regent University, and Master Business Administration from Brenau University (Project Management/Marketing).
Links:
Website: www.ChiefsTouch.com
Facebook: www.facebook.com/ChiefsTouch
Twitter: @ChiefsTouch
