• Save
Duct Tape Marketing - Act/Swiftpages Seminar
 

Duct Tape Marketing - Act/Swiftpages Seminar

on

  • 1,344 views

Presentation done with Lesley Denny on building a marketing machine for the 21st Century

Presentation done with Lesley Denny on building a marketing machine for the 21st Century

Statistics

Views

Total Views
1,344
Views on SlideShare
1,342
Embed Views
2

Actions

Likes
0
Downloads
0
Comments
0

2 Embeds 2

http://www.slideshare.net 1
http://www.linkedin.com 1

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Duct Tape Marketing - Act/Swiftpages Seminar Duct Tape Marketing - Act/Swiftpages Seminar Presentation Transcript

    • Building a Marketing Machine for the 21 st Century Dan Kraus, President, Leading Results Lesley Denny, Founder, L.Denny Consulting
    • Agenda
      • Introductions
      • Story – vision of what the perfect lead generation system looks like
      • Introduction to new way to think about marketing
      • Building your foundation
      • The legs of the lead generation table
      • Systems to Manage this
      • Try is really, really important
      • Amplify your message – Social Media 101
    • Dan Kraus – President, Leading Results
          • 20 year sales and marketing veteran
            • 10 years in sales roles with small business focus
            • 10 years in marketing roles with small business focus
          • Corporate employment with SAP, Allaire, Great Plains Software, ADP, Artisoft
          • 3 years as entrepreneur providing marketing services
          • UMASS Amherst – Marketing Degree
          • Authorized Duct Tape Marketing Coach
          • Clients: Tech resellers, Telemarketing Firms, Software Companies, Day Care Center, Doctors
    • Lesley Denny – ACT Certified Consultant / Swiftpage Gold Drip Marketing CC
          • 20 year technology veteran
            • 17 years ACT Experience
          • 2+ years Integrating ACT in Manufacturing Company (’92-’94)
          • 5+ years with Lotus Notes (’94-’99)
          • 2+ years with Groove Networks and Medical Software Company (’00-’02)
          • Software trainer and consultant since 2002
          • ACT Certified Consultant Since 2004
          • Swiftpage Consultant Since 2004
    • The Perfect Lead Generation System
      • Pre-requisites:
        • You have a good (or great) product or service
        • You care about repeat customers
    • What does it look like?
    • What does it look like?
    • Why is small business marketing so hard?
    • What is Marketing?
      • Marketing, in economics, that part of the process of production and exchange that is concerned with the flow of goods and services from producer to consumer. In popular usage it is defined as the distribution and sale of goods, distribution being understood in a broader sense than the technical economic one.
      • Copyright © 2003, Columbia University Press
      Is this it?
    • Definition of Marketing
    • Definition of Marketing TRY
    • Make Marketing a System
      • Foundation
      • Content that educates
      • Lead generation
      • Lead conversion
      • Customer Delight
      • Harness the Internet
      • Live by the calendar
    • Build the Foundation - Strategy before tactic
      • Your marketing map
      • Ideal customer
      • Remarkable difference
    • Your marketing map
      • Goals and gaps
        • Personal, Plan, Strategic, Tactical
      • Higher purpose mantra
      • Visual – ideal customer experience
      • Marketing dept – yes, an org chart (real or virtual)
      • What is ideal?
      • Profitable
      • Values you
      • Refers
      Ideal customer
      • Within This Context, then Define
      • Demographics
      • Psychographics
      • Geographics
      • Behavior
    • Your Remarkable Difference
      • It is NOT:
      • The quality of your service/product
      • Price
      • Your longevity in business
    • Action Steps
      • Interview 8-10 ideal customers
      • Why did you choose us?
      • What do we do that others don’t?
      • What that we do is of the most value?
      • Why do you refer us?
      • …… What themes emerge?
    • What do people really buy?
      • Your unique capability
      • Your unique service
      • Your unique process
      • Your unique experience
      • Your unique people
      • Your unique guarantee
      • Your unique packaging
      • Your unique delivery
      • … ..Against their problem
    • Differentiate - Example
      • Architect
      • 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”
    • You need content that educates
      • Your marketing kit
      • Your online education
      • Your presentations
      • Your content strategy
    • Then you optimize the content
      • Reduce – Reuse - Recycle
      • Blog
      • Podcast
      • Photos
      • Videos
      • Online PR
      • Social profiles
      • Local profiles
    • The Lead Generation Machine
      • Now you can start…
      • Nurture Marketing
      • Current Customer
      • Referral Marketing
      • Net New Prospects
      • PR & Community
    • Definitions for Lead Generation
      • Nurture Marketing
        • Regular outreach to prospects you have had a “conversation” with
      • Current Customer
        • Outreach to customers who have spent money with you before
      • Referral Marketing
        • Getting a name and introduction (implied or real) from another that has a trusted relationship with both parties
      • Net New Prospects
        • Outreach to a prospect you have never had a “conversation” with
      • PR & Community
        • Press or speaking activities that get your name in the public domain
    • Know –Like-Trust
    • Know –Like-Trust + + + + Nurture Current Customer Referral Net New PR & Community
    • Know –Like-Trust + + + + Nurture Current Customer Referral Net New PR & Community
    • Net New Lead Generation
      • Fills the gaps in your plan (plan this LAST)
      • Narrowly targeted
      • 2-step – direct response
      • Measurable
      • Two Goals:
        • Uncover active opportunities that value your remarkable difference
        • Generate contact and permission for nurture marketing to enter into your system
    • Nurture Marketing
      • Value based
      • Variety of offer vehicles
      • Systematic
      • Call to action to generate conversations
    • PR & Community Relations
      • Public speaking with set audiences
      • Positioning yourself as an expert
      • Community (business press) involvement
      • Follow up regularly (you need a system )
      • Once established, then release
    • Existing Customers
      • Create customer delight
      • Systematically gather and track information
      • Communicate regularly
      • Treat customers as good or better than prospects
      • Follow-up
    • Referrals
      • Be more referable
      • Industry Partners
      • Customers
      • Be predictable and systematic
      • Share the burden
      • Follow-up
    • A System
      • Overview of ACT! and Swiftpage
    • Trial Nurture Current Customer Referral Net New PR & Community Try
    • The product/service mix strategy
      • What is your free or trial offering?
      • What is your starter offering?
      • What is your “make it easy to switch” offering?
      • What is your core offering?
      • What are your add-ons to increase value?
      • What is your “customers only” offering?
      • What are your strategic partner pairings?
    • Try is critical to Lead Conversion
      • Trial Happens – create the environment
      • Predictable process
      • Deeper levels of conversation
      • Clearly defined handoff point
    • The Marketing Hourglass - Tactics © Duct Tape Marketing – all rights reserved
    • Harness the Internet and Amplify
      • Implement a Small Business Social Media System
      • 175 MILLION people log into Facebook Daily
      • 20 Million Twitter Users (80/20)
      • 55 million LinkedIN members
      “ . . . the use of technology to co-create know, like and trust.”
    • Create a listening post What do you hear? Customer experience Brand mentions Competition Accuracy Media monitor Content
    • Optimize YOUR brand assets
      • Images, audio, video
      • Social profiles
      • Local search
      • Social search
      • Online PR
    • Your content helps drive lead generation
      • Blog Basics / Best Practices
      • Value added content
      • Find your voice
      • Short and readable
      • Integrate and amplify
      • Merge content with engagement
    • Twitter Best Practices
      • Think objectives
      • Follow (twellow.com)
      • Tweet mixed, but give and RT - repurpose
      • Use search and aggregate
      • Use 3rd party tool
      • Don’t hang out all day
    • Facebook Best Practices
      • Build a fan page
      • Promote with special modules and content
      • Repurpose content
      • Consistency
      • Use Facebook Advertising
    • LinkedIN best Practices
      • Profile – links, keywords, descriptive
      • Status updates
      • Repurpose content – Slideshare, YouTube
      • Search for leads - Profile
      • Recommend
      • Questions and Answers
    • Manage the Beast
      • Getting Things Done
      • A system and process
      • Dashboards
      • Amplify
      • Integrate
      • Hacks!
    • Your Hub and Spoke…
    • Live by the Calendar
      • Quarterly or Monthly themes
      • Weekly actions & Deadlines
      • Daily appointments
    • Summary
      • Generate KNOW-LIKE-TRUST to Drive TRY
      • Then get BUY-REPEAT-REFER
      • 5 Forms of Program
        • Net New, Nurture, PR, Current Customer, Referral
      • Social Media is an Amplifier
      • You need a system to manage it consistently
    • Result Ultimately, an effective marketing system eliminates the need to compete on price. A Closing Offer Commit to Coffee For a 10% discount