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@ducttape
7 Steps to Marketing SuccessHow to create a marketing system
John JantschDuct Tape Marketing@ducttape
@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
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StrategyIdeal Client Vision Core Message
HourglassKnow Like Trust Try Buy Repeat Refer
PlanningPriorities Org Development Marketing Calendar KPI Dashboard Budget Process
Project Implementation
Marketing materials
Referral program
New customer orientation
Partner platform
PR campaignSocial media
routine
ContentOnline Assets Offline
Lead GenerationAdv SEO PR Email Referrals Social
Lead ConversionProspect Present Nurture Transact Refer
The Duct Tape Marketing System
© Duct Tape Marketing – All rights reserved – ducttapemarketing.com
Foundat
ion
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Strategy before tactics• Identify your ideal client
• Define a core difference
• Focus on a few priorities
• Make the competition irrelevant
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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?
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• 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
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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”
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57% of a typical purchase decision is made before a customer even talks to
a supplier.Source: CEB
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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
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The funnelis broken
“When it comes to lead and referral generation, a happy customer is the best tool.”
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Map all customer touchpoints
• Marketing• Sales• Enrollment• Service• Education• Follow-up• Finance
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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
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Reverse engineer touchpoints
• 90 days• 45 days• At purchase• Trial• Nurture• Trust• Awareness
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The publishing model
• Body of work• Major themes (keywords)• Editorial calendar• Mixed platform
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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
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Sample theme list
• Jan – Referral Marketing
• Feb – Coaching and Consulting
• Mar – Sales and Lead dConversion
• 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
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Finding themes
• Brainstorm
• Keyword toolsGoogle Keyword Planner
• BuzzSumo – findmost shared
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Content powers the journey
Awareness Trust Education Engagement Conversion
Blog postsEvents
Advertising
How toReviews
TestimonialsArticles
eBooksDemos
WorkshopsFAQs
Case studiesInterviews
ContestsOPC
PeersTrials
Personalization
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Content Delivery Platform• Blog/Podcast
• Video/Slideshare
• Newsletter/eBooks
• Guest posts
• Webinars
• Infographics
• Offline
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Total Online Presence
• Content platform
• Organic SEO
• Email marketing
• Social media marketing
• Online advertising
• Mobile and location
• Analytics and conversion
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Online foundation
• Lead capture forms
• Landing pages A/B
• Blog/Podcast
• Newsletter/eBooks
• Webinars
• Sharing/social
• Measurement
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Collect Curate Create Share Engage
Connection through Context
HootsuiteFeedly
TalkwalkerDiigo
PulseFeedly
Scoop.itNewsle
Word SwagCanvaList.ly
Visual.ly
HootsuiteFeedlyBuffer
NimbleGroups
Contactually
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Collect
• Customers – Twitter Lists
• Journalists – Talkwalker Alerts
• Influencers - Alltop
• Competitors – RivalIQ
• Industry – Quora Feeds
• Blogs – Feedly
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Advertising• Control
• Narrowly targeted
• Direct response
• Accountable
• Content awareness
• Test and track
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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
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• Marketing partners• Joint ventures• Coopetition• Vendor/supplier
Strategic relationships
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Lead Conversion• Discovery – Next step
• Presentation – Seminar
• Nurturing – Sales cycle
• Monthly touches
• Transaction – Same experience
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Marketing calendar• Overall plan
• Editorial plan
• Plan ahead
• Spreadsheet, Tom’s Planner, Smartsheet
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Marketing budget• Growth plan
• Lifetime value
• Acquisition cost
• Investment vs. cost
• Spreadsheet/Smartsheet
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System documentation• Process map by org chart
• Priority list
• Checklist approach
• Process.st