7 Steps to Small Business Marketing Success
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7 Steps to Small Business Marketing Success

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John Jantsch of Duct Tape Marketing goes over his systematic approach to marketing in the 7 Steps to Small Business Marketing Success as part of the National Small Business Week celebration.

John Jantsch of Duct Tape Marketing goes over his systematic approach to marketing in the 7 Steps to Small Business Marketing Success as part of the National Small Business Week celebration.

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7 Steps to Small Business Marketing Success 7 Steps to Small Business Marketing Success Presentation Transcript

  • 7 Steps to Small BusinessMarketing Success – SmBiz Week
  • My gift to you - $250
    • Web site evaluation
    • Guided survey of marketing
    • 30 minute Consulting session
    • Action steps and tips
    • ducttape.me/sbwspecial
  • Definition of Marketing
  • Online interactivity is now at the center of marketing
  • Marketing is a System
    Strategy before tactics
    Fill your marketing hourglass
    Publish educational content
    Create a total web presence
    Use a lead generation trio
    Make selling a system too
    Live by the calendar
  • "Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat” ~ Sun Tzu.
  • 1) Strategy before tactics
    • Narrow your focus
    • Differentiate and dominate
  • 1a) Narrow your focus
  • What is ideal?
    • Values you
    • Profitable
    • Refers
  • Ideal customer
    • Demographics
    • Psychographics
    • Geographics
    • Behavior
  • 1b) Differentiate and dominate
  • Ask every customer
    • What made you decide to hire us?
    • What’s one thing we do better?
    • What could we do better?
    • Would you refer us?
    • What would you Google?
  • Differentiate - 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”
  • 2) The Marketing HourglassTM
  • The Marketing Hourglass
    © Duct Tape Marketing – all rights reserved
  • Filling the gaps – product and process questions
    © Duct Tape Marketing – all rights reserved
  • The product/service mix strategy
    • What’s your lead capture value 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?
    • What are your add-ons to increase value?
    • What is your “members only” offering?
    • What are your strategic partner pairings?
  • 3) Publish educational content
  • The Content Blueprint
    • Body of work
    • Strategy
    • Major themes
    • Editorial calendar
    • Story building
    • Mixed media
  • Content that builds trust
    • Educational
    • Social media
    • Reviews
    • Testimonials
  • Content that educates
    • White papers
    • Webinars
    • FAQs
    • Success stories
    • Perfect Intro
  • 4) Create a total web presence
  • New research shows that 77% of US adults use the Internet as an information source when shopping locally for products and services.
    ~ Kelsey Group
    Where are we?
    • 73% of online users read a blog
    • 57% join social networks
    • 45% have started a blog
    • 83% have viewed a video online
    • 39% subscribe to RSS feeds
    • 36% think more positively about companies that have blogs
    Source: Universal McCann Wave3 research into social media
  • Pillars of a web presence
    • Listen first
    • Optimize your web content
    • Claim real estate
    • Optimize brand assets
    • Ratings and reviews
    • Social media participation
  • Hub and Spokesocial media in business
  • 5) Inbound lead generation trio
  • Inbound lead generation
    • Advertising
    • Public relations
    • Referral systems
  • Advertising
    • Narrowly targeted
    • 2-step – direct response
    • Accountable
    • Awareness for content
  • Public Relations
    • It’s about relationships
    • Pitch, don’t release
    • Monthly touch
    • Use online press releases
  • Referrals
    • Be more referable
    • Target
    • Educate
    • Offers
    • Follow-up
  • 6) Selling is a system too
  • Lead Conversion
    • Discovery – Next step
    • Presentation – Seminar
    • Nurturing – Sales cycle
    • Monthly touches
    • Transaction – Same experience
  • 7) Live by the calendar
  • Live by the calendar
    • Monthly themes
    • Weekly actions
    • Daily appointments
    • Make it a game
  • My gift to you - $250
    • Web site evaluation
    • Guided survey of marketing
    • 30 minute Consulting session
    • Action steps and tips
    • ducttape.me/sbwspecial