Presented By: Paul Davis MBA    NextStep Marketing“Success is a planned event”
•   Identify your ideal client•   Define a core difference•   Connect the dots
Paul Davis, MBA  NextStep Marketing – Charlotte, NC       pdavis@nx-step.com       http://www.facebook.com/NextStepMarketi...
Definition Of Marketing      Know       Like     Trust
What is ideal? • Values your difference • Profitable • Already refers
Profit         Referrals
Define them • Demographics • Pyschographics • Geographics • Behavior
Locate them • Where do they hang out? • What do they read? • What do they listen to? • What do they search online? • What ...
Understand them • What are their timing triggers? • What do they research first? • What is the problem or pain? • What are...
Sketch them • Create a profile • Assign personas • Images of clients
Talk to them • Why did you buy/hire? • Why do you stay? • What do we do that other don’t? • What frustrates you? • What wo...
Strategy before tactics • Identify your ideal client • Define a core difference • Connect the dots
Uncovering your difference  • Interview your ideal clients  • Communicate your difference      • Your   talking logo      ...
The client survey   •   Interview 8-10 ideal customers   •   Why did you choose us?   •   What do we do that others don’t?...
Communicate Your DifferenceYour Talking Logo(what do you do for a living?)     •   Statement and answer     •   I/we [verb...
Really, how do you do that?  • Your unique process  • Your unique product  • Your unique service  • Your unique guarantee ...
Positioning goal/statement  • Public vs. private  • Higher purpose  • Why you do what you do?
Core marketing message  • Simplify  • Ten words  • One word
Differentiate - Architect   • What you do for a living      “We help contractors get paid faster”   • Supplemental stateme...
Identity audit  • Support the elements of strategy  • Firm name and logo  • Business cards, letterhead, sales materials  •...
StrategyB4Tactics™ • Identify your ideal client • Define a core difference • Connect the dots
The Inbound Strategy • Marketing Hourglass • The Content Grid
The funnel is broken“When it comes to lead and referral generation, a happy customer is the best tool.”
1) The Marketing HourglassTM                                                                               JohnJantsch Duc...
Filling the gaps – products, service and processes                                               John Jantsch Duct Tape Ma...
The product/service mix strategy •   What’s your lead capture exchange? •   What is your free or trial offering? •   What ...
Map customer experience points •   Marketing •   Sales •   Service •   Education •   Delivery •   Follow-up •   Finance
The Content Grid • Body of work • Major themes (keywords) • Editorial calendar • Story building • Mixed media
Content that builds trust  • How to content  • Reviews  • Testimonials  • Articles
Content that educates • White papers • Newsletter • Webinars • FAQs • Survey data
Customer generated content  • Automatic referrals and reviews  • Testimonials – AudioAcrobat  • Video success stories  • V...
Know                Articles, Adds, Referral                                     Website, Reception, Newsle               ...
Paul Davis, MBANextStep Marketing – Charlotte, NC     pdavis@nx-step.com     http://www.facebook.com/NextStepMarketingLLC ...
Upcoming SlideShare
Loading in...5
×

NextStep Marketing Charlotte SCORE Oct 2012

107

Published on

NextStep Marketing Charlotte SCORE Oct 2012 Presentation

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
107
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

NextStep Marketing Charlotte SCORE Oct 2012

  1. 1. Presented By: Paul Davis MBA NextStep Marketing“Success is a planned event”
  2. 2. • Identify your ideal client• Define a core difference• Connect the dots
  3. 3. Paul Davis, MBA NextStep Marketing – Charlotte, NC pdavis@nx-step.com http://www.facebook.com/NextStepMarketingLLC https://twitter.com/#!/NEXTSTEPMKTG http://www.linkedin.com/in/pbdaviswww.nx-step.com
  4. 4. Definition Of Marketing Know Like Trust
  5. 5. What is ideal? • Values your difference • Profitable • Already refers
  6. 6. Profit Referrals
  7. 7. Define them • Demographics • Pyschographics • Geographics • Behavior
  8. 8. Locate them • Where do they hang out? • What do they read? • What do they listen to? • What do they search online? • What websites to they visit? • What associations do the belong to?
  9. 9. Understand them • What are their timing triggers? • What do they research first? • What is the problem or pain? • What are benefits to finding a solution?
  10. 10. Sketch them • Create a profile • Assign personas • Images of clients
  11. 11. Talk to them • Why did you buy/hire? • Why do you stay? • What do we do that other don’t? • What frustrates you? • What would you Google? • Who else do you refer?
  12. 12. Strategy before tactics • Identify your ideal client • Define a core difference • Connect the dots
  13. 13. Uncovering your difference • Interview your ideal clients • Communicate your difference • Your talking logo • Your positioning purpose statement • Your core marketing message • The elements of a brand
  14. 14. The client survey • Interview 8-10 ideal customers • Why did you choose us? • What do we do that others don’t? • Why do you refer us? • Ask your employeesWhat themes emerged?
  15. 15. Communicate Your DifferenceYour Talking Logo(what do you do for a living?) • Statement and answer • I/we [verb] [target] [unique value] • What do your customers want? • What do your customers buy? • What is the experience? • What is the result?
  16. 16. Really, how do you do that? • Your unique process • Your unique product • Your unique service • Your unique guarantee • Your unique packaging • Your unique delivery
  17. 17. Positioning goal/statement • Public vs. private • Higher purpose • Why you do what you do?
  18. 18. Core marketing message • Simplify • Ten words • One word
  19. 19. Differentiate - Architect • What you do for a living “We help contractors get paid faster” • Supplemental statement “Zoning adjustment compliance system” • Positioning goal/statement #1 Design/Build Architect • Core marketing message “The Contractors Architect”
  20. 20. Identity audit • Support the elements of strategy • Firm name and logo • Business cards, letterhead, sales materials • Website and online brand elements • Do your own audit Sales Kit • Know, Like, Trust Direct Mail Marketing Kit Marketing Website Elements Social Media Blog Email
  21. 21. StrategyB4Tactics™ • Identify your ideal client • Define a core difference • Connect the dots
  22. 22. The Inbound Strategy • Marketing Hourglass • The Content Grid
  23. 23. The funnel is broken“When it comes to lead and referral generation, a happy customer is the best tool.”
  24. 24. 1) The Marketing HourglassTM JohnJantsch Duct Tape Marketing Know • Who and how, ads, referrals, networking Like • Website, blog content, social media, Trust • SEO, webinars, marketing materials, white papers, testimonials Try • Workshops, evaluations, demo, DIY training, starter Buy • Service team, new customer kit Repeat • Post project review, cross selling, customer events Refer • Champion events, partner intros, peer2peer © Duct Tape Marketing – all rights reserved
  25. 25. Filling the gaps – products, service and processes John Jantsch Duct Tape Marketing Know •Who and how •Ads •Referrals Like •Web site/blog •Reception •Newsletter Trust •Search •Expert content •Sales presentation •Webinar Try •Evaluation •Nurturing Buy •Service team •New customer kit •Finance/delivery Repeat •Post project survey •Cross selling •Quarterly events Refer •Results reviews •Partner intros •Peer2peer events © Duct Tape Marketing – all rights reserved
  26. 26. The product/service mix strategy • What’s your lead capture exchange? • 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? Bi-products? • What are your add-ons to increase value? • What is your “members only” offering? • What are your strategic partner pairings?
  27. 27. Map customer experience points • Marketing • Sales • Service • Education • Delivery • Follow-up • Finance
  28. 28. The Content Grid • Body of work • Major themes (keywords) • Editorial calendar • Story building • Mixed media
  29. 29. Content that builds trust • How to content • Reviews • Testimonials • Articles
  30. 30. Content that educates • White papers • Newsletter • Webinars • FAQs • Survey data
  31. 31. Customer generated content • Automatic referrals and reviews • Testimonials – AudioAcrobat • Video success stories • Video testimonial party
  32. 32. Know Articles, Adds, Referral Website, Reception, Newsle Like tter Marketing Kit, Free Report,Strategy Trust Sales Presentation, Testimonials Webinars, Plant Try Tours, Nurturing Service Team, New Buy Customer Welcome Kit, Financing/Delivery Post Project Survey, Repeat Cross Selling, Quarterly Events Result Reviews, Partner Refer Introductions, Peer-to-peer Events NextStep Marketing, LLC pdavis@nx-step.com
  33. 33. Paul Davis, MBANextStep Marketing – Charlotte, NC pdavis@nx-step.com http://www.facebook.com/NextStepMarketingLLC https://twitter.com/#!/NEXTSTEPMKTG http://www.linkedin.com/in/pbdavis FREE 1 HOUR MARKETING CONSULTATION CALL PAUL DAVIS @ (704) 421-8353 www.nx-step.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×