7 Steps to Marketing Success


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Small business marketing system expained

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7 Steps to Marketing Success

  1. 1. 7 Steps to Small Business Marketing Success John Jantsch - www.ducttapemarketing.com
  2. 2. Definition of Marketing
  3. 3. Marketing is a System <ul><ul><li>Your marketing map </li></ul></ul><ul><ul><li>Ideal customer/difference </li></ul></ul><ul><ul><li>Content that educates </li></ul></ul><ul><ul><li>Marketing hourglass </li></ul></ul><ul><ul><li>Lead generation </li></ul></ul><ul><ul><li>Lead conversion </li></ul></ul><ul><ul><li>Harness the Internet </li></ul></ul><ul><ul><li>Live by the calendar </li></ul></ul>
  4. 4. Strategy before tactics <ul><ul><li>Your marketing map </li></ul></ul><ul><ul><li>Ideal customer/difference </li></ul></ul>
  5. 5. 1) Your marketing map
  6. 6. <ul><li>Your marketing map </li></ul><ul><ul><li>Goals and gaps </li></ul></ul><ul><ul><ul><li>Personal, Plan, Strategic, Tactical </li></ul></ul></ul><ul><ul><li>Higher purpose mantra – hire for fit </li></ul></ul><ul><ul><li>Visual – ideal customer experience </li></ul></ul><ul><ul><li>Marketing dept – yes, an org chart </li></ul></ul>
  7. 7. 2) Ideal customer/difference
  8. 8. <ul><li>What is ideal? </li></ul><ul><ul><li>Values you </li></ul></ul><ul><ul><li>Profitable </li></ul></ul><ul><ul><li>Refers </li></ul></ul>
  9. 9. <ul><li>Ideal customer </li></ul><ul><ul><li>Demographics </li></ul></ul><ul><ul><li>Psychographics </li></ul></ul><ul><ul><li>Geographics </li></ul></ul><ul><ul><li>Behavior </li></ul></ul>
  10. 10. Differentiate
  11. 11. <ul><li>Action steps </li></ul><ul><ul><li>Interview 8-10 ideal customers </li></ul></ul><ul><ul><li>Why did you choose us? </li></ul></ul><ul><ul><li>What do we do that others don’t </li></ul></ul><ul><ul><li>Why do you refer us? </li></ul></ul><ul><ul><li>Have you asked your employees? </li></ul></ul><ul><li>What themes emerge? </li></ul>
  12. 12. <ul><li>What people really buy? </li></ul><ul><ul><li>Your unique product </li></ul></ul><ul><ul><li>Your unique service </li></ul></ul><ul><ul><li>Your unique process </li></ul></ul><ul><ul><li>Your unique experience </li></ul></ul><ul><ul><li>Your unique people </li></ul></ul><ul><ul><li>Your unique guarantee </li></ul></ul><ul><ul><li>Your unique packaging </li></ul></ul><ul><ul><li>Your unique delivery </li></ul></ul><ul><ul><li>Against a problem </li></ul></ul>
  13. 13. <ul><li>Differentiate - Architect </li></ul><ul><ul><li>What you do for a living “ We help contractors get paid faster ” </li></ul></ul><ul><ul><li>Complimentary statement “ Zoning adjustment compliance system ” </li></ul></ul><ul><ul><li>Positioning goal/statement #1 Design/Build Architect </li></ul></ul><ul><ul><li>Core marketing message “ The Contractors Architect ” </li></ul></ul>
  14. 14. 3) Content that educates
  15. 15. <ul><li>Content that educates </li></ul><ul><ul><li>Your marketing kit </li></ul></ul><ul><ul><li>Your online education </li></ul></ul><ul><ul><li>Your presentations </li></ul></ul><ul><ul><li>Your content strategy </li></ul></ul>
  16. 16. <ul><li>Content optimization </li></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Podcast </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Online PR </li></ul></ul><ul><ul><li>Social profiles </li></ul></ul><ul><ul><li>Local profiles </li></ul></ul>
  17. 17. 4) The marketing hourglass
  18. 18. Know Like Trust Try Buy Repeat Refer Articles Ads Results Reviews Partner Intros Post job survey Cross sell Service Team New Customer Kit Webinar Evaluation Marketing Kit White paper Web site Reception Referrals Newsletter Sales Presentation Peer2Peer Events Quarterly Events Finance Delivery Nurturing The marketing hourglass
  19. 19. <ul><li>The product/service mix strategy </li></ul><ul><ul><li>What is your free or trial offering? </li></ul></ul><ul><ul><li>What is your starter offering? </li></ul></ul><ul><ul><li>What is your “make it easy to switch” offering? </li></ul></ul><ul><ul><li>What is your core offering? </li></ul></ul><ul><ul><li>What are your add-ons to increase value? </li></ul></ul><ul><ul><li>What is your “members only” offering? </li></ul></ul><ul><ul><li>What are your strategic partner pairings? </li></ul></ul>
  20. 20. 5) Inbound lead generation
  21. 21. <ul><li>Inbound lead generation </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Public relations </li></ul></ul><ul><ul><li>Referral systems </li></ul></ul>
  22. 22. <ul><li>Advertising </li></ul><ul><ul><li>Narrowly targeted </li></ul></ul><ul><ul><li>2-step – direct response </li></ul></ul><ul><ul><li>Accountable </li></ul></ul><ul><ul><li>Awareness for content </li></ul></ul>
  23. 23. <ul><li>Public Relations </li></ul><ul><ul><li>It’s about relationships </li></ul></ul><ul><ul><li>Pitch, don’t release </li></ul></ul><ul><ul><li>Monthly touch </li></ul></ul><ul><ul><li>Use online press releases </li></ul></ul>
  24. 24. <ul><li>Referrals </li></ul><ul><ul><li>Be more referable </li></ul></ul><ul><ul><li>Target </li></ul></ul><ul><ul><li>Educate </li></ul></ul><ul><ul><li>Offers </li></ul></ul><ul><ul><li>Follow-up </li></ul></ul>
  25. 25. 6) Lead conversion
  26. 26. <ul><li>Lead Conversion </li></ul><ul><ul><li>Qualification – Next step </li></ul></ul><ul><ul><li>Presentation – Internal seminar </li></ul></ul><ul><ul><li>Nurturing – Sales cycle </li></ul></ul><ul><ul><li>Monthly touches </li></ul></ul><ul><ul><li>Transaction – Same experience </li></ul></ul>
  27. 27. 7) Harness the internet
  28. 28. Don’t think so? <ul><ul><li>73% of online users read a blog </li></ul></ul><ul><ul><li>57% join social networks </li></ul></ul><ul><ul><li>45% have started a blog </li></ul></ul><ul><ul><li>83% have viewed a video online </li></ul></ul><ul><ul><li>39% subscribe to RSS feeds </li></ul></ul><ul><ul><li>36% think more positively about companies that have blogs </li></ul></ul><ul><ul><li>Source: Universal McCann Wave3 research into social media </li></ul></ul>New research shows that 77% of US adults use the Internet as an information source when shopping locally for products and services. ~ Kelsey Group
  29. 29. Hub and Spoke social media in business
  30. 30. 8) Live by the calendar
  31. 31. <ul><li>Live by the calendar </li></ul><ul><ul><li>Monthly themes </li></ul></ul><ul><ul><li>Weekly actions </li></ul></ul><ul><ul><li>Daily appointments </li></ul></ul>
  32. 32. Duct Tape Resources www.ducttapemarketing.com