Creating a marketing calendar that works for you

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Presented at Sage Summit 2013 - How to create a marketing calendar that works for you

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Creating a marketing calendar that works for you

  1. 1. Crea%ng  a  Marke%ng  Calendar   that  Works  for  You  
  2. 2. Business has only two functions -- marketing and innovation. - Peter Drucker
  3. 3. Leading  Results  Core  Marke%ng  Mantra   •  Don't  talk  about  the  products  you  sell;  talk   about  the  problems  you  solve.       •  Then  talk  about  the  remarkably  different  way   that  I  will  experience  working  with  you  as  you   solve  those  problems.     •  Be  sure  you  tell  me  what  I  get;  NOT  what  you   do.    Because  I  don't  have  %me  to  figure  out  if   what  I  need  is  what  you  do.    
  4. 4. These  workmen  have  just   finished  installing  the   balusters  to  keep  people   from  parking  next  to  the   building.     This  is  what  happens  when   you  fail  to  plan  
  5. 5. Agenda   •  Making  Time  and  Space  for  Marke%ng   •  The  Founda%on   •  The  Hourglass   •  The  Calendar  
  6. 6. Making  Time…   •  You  cannot  create  more  %me   •  You  can  only  beQer  use  space  
  7. 7. How  Memory  Works   •  3-­‐4  slots   •  7  seconds  
  8. 8. Cleaning  Exercise   Write  down  everything     that  you  need  to  do   Sales   Marke%ng   Personal   Business  
  9. 9. Plan  Your  Day   Data  dump  to   start   Priori%ze  tasks   Put  on  calendar   Data  dump  to   wrap-­‐up   Repriori%ze   incomplete  tasks  
  10. 10. Tasks   •  Write  everything  down   •  Set  %me  deadline  &  date  or  category   •  Urgent  and  Important   •  Break  tasks  into  smaller  parts  
  11. 11. Calendaring  Your  List   Hate  It   Sales   Marke%ng   Work   Rock  It  
  12. 12. Calendars  In  Ac%on   Blocks   ←           Blocks  &   Actuals   →  
  13. 13. Consistency  Rules  
  14. 14. Tips   •  Handle  things  once     •  Stay  organized   •  Turnoff  email  alerts   •  Break  big  tasks  into  smaller  pieces   •  Put  processes  in  place  
  15. 15. Processes  Are  Game  Changers   Consistent  companies  have  a  process   v Who  to  talk  to   v What  to  talk  about   v How  o]en  to  reach  out   v Ways  to  get  the  message  distributed  
  16. 16. Processes   •  Marke%ng  for  new  leads   •  Conver%ng  exis%ng  Leads   •  Customer  -­‐  XOXO   •  Ge_ng  Repeat  Business   •  Referrals     v Customers   v Partners  
  17. 17. Exercise  –  Data  Dump   •  What  are  the  things  you  keep  meaning  to  do,   or  you  want  to  do?   •  What  is  it  that  you  said  to  yourself  –  “I  need  to   remember  that”   •  What  isn’t  on  your  calendar,  but  should  be?   •  What  was  that  thing  you  said,  as  you  fell   asleep  last  nite  –  “I  need  to  remember  this”   WRITE  IT  DOWN  -­‐  NOW  
  18. 18. Founda%on  
  19. 19. Cri%cal  Elements   Why What Who
  20. 20. What  are  you  expert  at?   •  What  insights  do  you  have?   •  What  exper%se  can  you  share?   •  How  are  you  different  in  a  way  you  can  talk   about?   What  content  have  you  created  (can  you  create)   to  share  this?        
  21. 21. Who  is  ideal?   •  Profitable   •  Values  you   •  Refers     Who  do  you  want  to  aQract?   Define   •  Demographics   •  Psychographics   •  Geographics   •  Behavior    
  22. 22. Why  do  they  care?   •  Why  are  you  in  Business   Ø Answer  in  a  way  that  maQers  to  your   ideal  customer   •  Why  does  your  exper%se  maQer?   Ø What  does  you  client  get  from  you  as  a   result?    
  23. 23. Home  Work   What  are  you  an   expert  at?   How  does  this  help   your  ideal  client?   What  content  do   you  have  (can  you   create?)    
  24. 24. • Content  –  Blog,  WP,  Video   • Programs  –  PPC,  SEO,  DM  Know   • Content  –  WP,  Video,  Blogs,  Presenta%on   • Programs  –  email,  webinars,  seminars  Like   • Content  –  Tes%monials,  case  studies   • Programs  –  seminars,  customer  day,  user  groups  Trust   • Content  –  demonstra%on,  seminars,  workshops   • Programs  –  webinars,  test-­‐drives,  vendor  programs  Try   • Content  –  Welcome  kit,  orienta%on   • Programs  -­‐  Orienta%on  Buy   • Content  –  Adv.  Users  guide,  WP,  Presenta%ons   • Programs  –  user  groups,  exec.  Visits,  vendor  programs  Repeat   • Content  –  case  studies,  perfect  introduc%on   • Programs  –  Networking  nites,  user  groups  Refer   ©  Duct  Tape  Marke.ng  –  all  rights  reserved   Duct  Tape  Marke%ng  Hourglass  
  25. 25. Calendars  Rule!  
  26. 26. Why  should  you  use  a  marke%ng  calendar     It’s  the  ringmaster   in  your  markeFng   circus  
  27. 27. Your  marke%ng  calendar  will  ….   Help  you  make  sure  you  have  all  of  the  pieces  of   the  puzzle  
  28. 28. Your  marke%ng  calendar  will  ….   Help  you  make   sure  you  address  all   your  audiences  
  29. 29. Your  marke%ng  calendar  will  ….   Allow  you  to  recycle  content  
  30. 30. Your  marke%ng  calendar  will  ….   Help  you  stay  on  task  and  deadline  
  31. 31. Your  marke%ng  calendar  will  ….   Allow  you  take  advantage  of  unexpected   opportuni%es  without  drama  
  32. 32. First  -­‐  Choose  the  audiences  to  address   •  New  names   •  Current  prospects     •  Ac%ve  leads   •  Current  customers   •  Orphans   •  Press   •  Poten%al  employees   •  Partners   •  Other?  
  33. 33. Know   Like   Trust   Try   Buy   Repeat   Refer   Audiences  &  Goals   Current  Prospects   &  Leads   Customers,   Orphans   Customers,   Partners,  Press   Net  Names,   Employees   All  Audiences  
  34. 34. •  eBooks   •  Webinars   •  Seminars   •  Workshops   •  Case  Study   •  Demonstra%ons   •  Trial  Offer     Next  –  Choose  the  (content)  Offer   •  Ar%cles   •  NewsleQers   •  Video  How  To’s   •  Tes%monials   Endorsement   •  Pricing  quotes   •  Promo%onal  offer   Other?  
  35. 35. Choose  the  Tac%cs   to  use  in  sharing   Goal   TacFcs   ñKnow   ≈  Like   •   Website   •   SEO   • LinkedIN  Q  &A   •   Blogging   •   Speaking   •   Webinars   •   Knowledge          Vision   •   FB+LI  Ads   •   Reviews   •   Quotes   •   Networking   •   Surveys   •   Contests   •   Banner  Ads   •   Sponsorships   •   Pop  Up  Shops   •   PR   •   Tradi%onal  Ads   •   Direct  Mail   •   Tradeshows   •   Lumpy  Mail   •   Knocks   •   Tele-­‐Discovery   •   YouTube   • Slideshare   ñLike   ≈  Trust   •   NewsleQer   •   Webinars   •   1:1  Offers   •   Value  Content   •   Brand  Elements   •   Seminars          (educa%onal)   •   Target  Direct  Mail   •   Tes%monial  Stories    &   video   •   TwiQer   •   Blogging   • Slideshare   •   YouTube   •   Conversa%ons   (phone  &  F2F)   •   Educa%onal  email   series   •   Group  Entertain-­‐ ment   •   Reviews   ñTrust   ≈  Try   ≈  Buy   •   Case  Statement   •   Success  Stories   •   Company  Story   •   Samples   •   Brand  Elements   (responsiveness,   educa%onal)   • Talkable  Gimmick   •   Sales  Presenta%on   •   White  Papers   •   1:1  Entertainment   •   Proof  Items   •   Starter  Offers     •   Trials  (audits,   es%mates,  reviews)   •   LinkedIn   •   TwiQer   • Facebook   •   Blogging   ñTry  (paid)   ñBuy   ≈  Repeat     ≈  Refer     •   Paid  Trial   •   Perfect  Intro   •   Sales  Procs  Review   •   Welcome  Kit   • Cust.  NewsleQer   •   Affiliate  Referral   Platorm   • Customer  Portal   •   Customers  Groups   (Advisory,  Prac%cal,   Networking)   • Cust.  Bill  of  Rights   • Welcome/ Orienta%on   Seminar   •   Mailing  List   Registra%ons   ñRepeat   ≈  Refer       All  of  above  in   customer  PLUS   •   Surveys   •   Add-­‐On  Webinar/ Seminar     •   Pass-­‐on  offers   •   Door  Hangers   ñRefer   •   Pass  Along  Cards   •   Referral  Incen%ves   •   Pass-­‐on  offers   •   Bill  Stuffers   •   Joint  Marke%ng   •   Advisory  Board   •   Live  Tes%monials   •   Video  Tes%monial   •   Co-­‐ brandedMicrosite   •   Joint  Networking  
  36. 36. Choose  the  right  tac%cs  
  37. 37. Content   Offer   Example  text   Fill  in  your  own  text.     Key   Ac%vity   Social   Promo %on   Blog   Post   Tweet   PR   Addt’l   Ac%vity  Blog   Post   Tweet   Blog   Post   Tweet   Social   Promo %on   Blog   Post   Tweet   Addt’l   Ac%vity   Social   Promo %on   Blog   Post   Tweet  
  38. 38. Or…   Webinar   (10  Ways  to     Improve  Cash  Flow)   NewsleKer   ArFcle   Email  Offer   (Cash  Flow  Audit)   10  Blog   Posts   Recorded   Webinar  on   Site   Publish   eBook   Cash   Flow  
  39. 39. •  Start  with  your   exper%se  and  the   problems  you  solve  for   your     •  Create  ac%vi%es  to   promote  content   •  Layer  in  partner  content   •  Lay  out  in  a  calendar   •  Budget  the  costs   •  Iterate   Key  Content  and  Calendars   Pre-­‐requisites   •  Understanding  your   ideal  customer   •  Offers   •  A  database  &  process   •  Thinking  ahead  
  40. 40. This  is  NOT  a  calendar  
  41. 41. Basic  Calendar  
  42. 42. Advanced  Calendar  
  43. 43. Sage  Partner  MarkeFng   PlaTorm  by  ZiV   •  Product  panels   •  Ad  retarge%ng   •  Quarterly  Prospect  NewsleQer   program   •  Upcoming  launch  campaigns:   •  Sage  Inventory  Advisor   •  Mobile  Sales  &  Mobile  Services   (Oct.)   •  Sage  100  ERP  2014   •  Sage  Billing  and  Payments   •  Sage  ERP  X3     NCA/IB  Campaigns:   Don’t  do  it  all  yourself   •  Thought  Leadership  Webcast  Series   •  Thought  Leadership  Email  Series   •  Sage  ERP  X3  webcast  demo  series     •  Endorsed  solu%ons  campaigns  (such  as   Sales  Tax,  Shipping)   •  Sage  300  ERP  lead  genera%on   •  Sage  HRMS  12-­‐month  nurture  campaigns   (1  email  per  month)   •  Sage  Pro  and  Sage  PFW  migra%on   campaigns   •  Sage  CRM  campaigns   •  Sage  300  Construc%on  and  Real  Estate   Subcontractor  Compliance   •  Sage  100  Contractor  QuickBooks  Trade-­‐In  
  44. 44. 2013  –  2014  Sage  Customer  Roadshows   • Canada:   •  Toronto   •  Vancouver   •  Calgary   •  Montreal   US:   •  New  York     •  Portland   •  Chicago   •  Indianapolis   •  Denver   •  Miami   •  St.  Louis   •  Atlanta   •  Phoenix   •  Honolulu   •  Irvine   Caribbean   •  Barbados   •  Jamaica     Dates  TBA  
  45. 45. •  mysagesell.com   •  na.sage.com  (product  sites  for  WPs  and   collateral)   •  sage-­‐erp-­‐videos.com   GTM  Process  |   Product  Marke%ng   48   Sage  Resources  for  content:  
  46. 46. Finished  Calendar  Example  
  47. 47. How  do  I  manage  it?   •  Block  your  hours   •  Schedule  your  goals   •  Plan  each  week   •  Set  Deadlines   •  Use  a  work-­‐back  Schedule   •  (shameless  plug)  Hire  a  coach  to  keep  you  on  task  
  48. 48. Leading  Results   •  Marke%ng  services  agency  –  coaching,  consul%ng  and  doing     u  1:1  Coaching  &  Consul%ng,  Group  Coaching   u  Frac%onal  VP  of  Marke%ng   u  Public  Rela%ons  &  Social  Media  Consul%ng   u  Referral  Marke%ng  Coaching  and  Strategy   u  Leading  Results  Sales  and  Marke%ng  Academy   u  Hubspot  Cer%fied  Partner   •  Authorized  Duct  Tape  Marke%ng  Consultants   •  Offices  in  Los  Angeles,  Boston,  Philadelphia  and  CharloQe   •  Clients  through  14  %me  zones   •  Our  clients  put  POWER  in  their  WOW            (process,  organiza%on,  why,  exper%se,  referability)  
  49. 49. Summary   Build  %me  in  your  schedule   Develop  content  offers   Promote  content  offers  by  audience  &  goal     Repurpose  (resize)  Content   Use  a  marke%ng  calendar  to  see  the  forest  for   the  trees  
  50. 50. Program/Book  Resources   •  Get  Things  Done  –  David  Allen   •  Duct  Tape  Marke%ng  –  John  Jantach   •  Referral  Engine  –  John  Jantsch   •  Let’s  Get  Real  or  Let’s  Not  Play  –  Mahan   Khalsa  
  51. 51. Offer   Copy  of  the  blank  calendar  &  tacFcs   evaluaFon   We  help  small  businesses  stop  was%ng  money  on  marke%ng     Contact  Us   Web:  www.leadingresults.com   Email:  dkraus@LeadingResults.com     Phone:  704-­‐875-­‐1188   TwiQer:  @LeadingResults   FaceBook:  facebook.com/DFKraus   LinkedIN:  linkedin.com/in/LeadingResults  

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