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Marketing is a system and this is the Duct Tape Marketing
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7steps entrepreneur
- 1. @ducttape 7 Steps to Marketing Success How to create a marketing system John Jantsch Duct Tape Marketing @ducttape
- 3. @ducttape Marketing is a System 1. Strategy before tactics 2. Fill your marketing hourglass 3. Publish educational content 4. Create a total web presence 5. Use a lead generation trio 6. Lead conversion is the X factor 7. Live by the calendar
- 4. @ducttape Strategy Ideal Client Vision Core Message Hourglass Know Like Trust Try Buy Repeat Refer Planning Priorities OrgDevelopment MarketingCalendar KPI Dashboard Budget Process Project Implementation Marketing materials Referral program Newcustomer orientation Partner platform PRcampaign Social media routine Content Online Assets Offline Lead Generation Adv SEO PR Email Referrals Social Lead Conversion Prospect Present Nurture Transact Refer The Duct Tape MarketingSystem © Duct Tape Marketing –All rights reserved –ducttapemarketing.com Foundation
- 6. @ducttape Strategy before tactics • Identify your ideal client • Define a core difference • Focus on a few priorities • Make the competition irrelevant
- 8. @ducttape Sketch them • How would I spot your ideal customer? • Create personas
- 9. @ducttape Customer driven strategy • Why did you buy? • Why do you stay? • What’s one thing you loved? • What frustrates you? • What would you Google? • Who else do you refer?
- 10. @ducttape You talking logo • What do you do for a living? • How you do it in a unique way
- 11. @ducttape • Change the context of how the world views you The Contractor’s Architect (an architect helping clients get paid faster) • Make the competition irrelevant Access to Completion (a school scheduling software that helps Universities graduate more students) Your primary objective
- 12. @ducttape Strategy case study • What you do for a living “We help contractors get paid faster” • Complimentary statement “Zoning adjustment compliance system” • Positioning goal/statement #1 Design/Build Architect • Core marketing message “The Contractors Architect”
- 14. @ducttape 57% of a typical purchase decision is made before a customer even talks to a supplier. Source: CEB
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- 17. @ducttape 53% of those surveyed claimed that the sales experience itself was one of the greatest contributing factors in continued loyalty to the brand. Source: CEB
- 18. @ducttape The funnel is broken “When it comes to lead and referral generation, a happy customer is the best tool.”
- 19. @ducttape
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- 21. @ducttape Revenue Department! Outcome Deparment The Marketing and Sales Hourglass
- 22. @ducttape Definition of Marketing Know Like Trust
- 23. @ducttape Definition of Sales Try Buy Repeat Refer
- 24. @ducttape Map all customer touchpoints • Marketing • Sales • Enrollment • Service • Education • Follow-up • Finance
- 25. @ducttape The Marketing HourglassTM © Duct Tape Marketing – all rights reserved • Message, ads, referrals, networking, earned mediaKnow • Website, blog content, social media, podcast, articles, toolsLike • SEO, webinars, marketing materials, white papers, self-serveTrust • Workshops, evaluations, demo, DIY training, starter, freemiumTry • Service team, new customer kitBuy • Post project review, cross selling, customer eventsRepeat • Champion events, partner intros, peer2peer roundtablesRefer
- 26. @ducttape Reverse engineer touchpoints • 90 days • 45 days • At purchase • Trial • Nurture • Trust • Awareness
- 28. @ducttape The publishing model • Body of work • Major themes (keywords) • Editorial calendar • Mixed platform
- 29. @ducttape Total Content SystemTM 1. Create a list of monthly Landmark Content Themes 2. Develop your Content Delivery Platform 3. Create and use an editorial calendar
- 30. @ducttape Sample theme list • Jan – Referral Marketing • Feb – Coaching and Consulting • Mar – Sales and Lead d Conversion • Apr – Online Integration • May – Writing • Jun – Strategic Partners • Jul – Customer Experience • Aug – Content Marketing • Sep – High Tech, High Touch • Oct – Growth Strategies • Nov – Analytics and Conversion • Dec – Personal Growth
- 31. @ducttape Finding themes • Brainstorm • Keyword tools Google Keyword Planner • BuzzSumo – find most shared
- 33. @ducttape Content powers the journey Awareness Trust Education Engagement Conversion Blog posts Events Advertising How to Reviews Testimonials Articles eBooks Demos Workshops FAQs Case studies Interviews Contests OPC Peers Trials Personalization
- 34. @ducttape Content Delivery Platform • Blog/Podcast • Video/Slideshare • Newsletter/eBooks • Guest posts • Webinars • Infographics • Offline
- 36. @ducttape Total Online Presence • Content platform • Organic SEO • Email marketing • Social media marketing • Online advertising • Mobile and location • Analytics and conversion
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- 38. @ducttape Online foundation • Lead capture forms • Landing pages A/B • Blog/Podcast • Newsletter/eBooks • Webinars • Sharing/social • Measurement
- 39. @ducttape Collect Curate Create Share Engage Connection through Context Hootsuite Feedly Talkwalker Diigo Pulse Feedly Scoop.it Newsle Word Swag Canva List.ly Visual.ly Hootsuite Feedly Buffer Nimble Groups Contactually
- 40. @ducttape Collect • Customers – Twitter Lists • Journalists – Talkwalker Alerts • Influencers - Alltop • Competitors – RivalIQ • Industry – Quora Feeds • Blogs – Feedly
- 42. @ducttape Lead generation • Advertising • Public relations • Referral systems
- 43. @ducttape Advertising • Control • Narrowly targeted • Direct response • Accountable • Content awareness • Test and track
- 44. @ducttape Public Relations in 7 steps • Build your list • Match your message • Pitch relevant stories • Guest and contribute • Conduct influencer outreach • Build speaking opportunities • Consistently release
- 45. @ducttape Referrals • Champions • Education • Offers • Tools • Community
- 46. @ducttape • Marketing partners • Joint ventures • Coopetition • Vendor/supplier Strategic relationships
- 47. @ducttape Surprise! • Exceed expectations • Free something? • Partner gift certificate • Flowers
- 48. @ducttape 6) Lead Conversion is the X factor
- 49. @ducttape Lead Conversion • Discovery – Next step • Presentation – Seminar • Nurturing – Sales cycle • Monthly touches • Transaction – Same experience
- 50. @ducttape 7) Live by The Calendar
- 51. @ducttape Organization chart • Separate but connected • You have every function • Replace yourself
- 52. @ducttape Marketing calendar • Overall plan • Editorial plan • Plan ahead • Spreadsheet, Tom’s Planner, Smartsheet
- 53. @ducttape Marketing budget • Growth plan • Lifetime value • Acquisition cost • Investment vs. cost • Spreadsheet/Smartsheet
- 54. @ducttape System documentation • Process map by org chart • Priority list • Checklist approach • Process.st
- 55. @ducttape Reach out and connect! ducttapemarketing.com Duct Tape Marketing Consultant Network Duct Tape Marketing System and Community