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7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
7 Steps to Small Business Marketing Success
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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  1. 7 Steps to Small BusinessMarketing Success – SmBiz Week<br />
  2. My gift to you - $250<br /><ul><li> Web site evaluation
  3. Guided survey of marketing
  4. 30 minute Consulting session
  5. Action steps and tips
  6. ducttape.me/sbwspecial</li></li></ul><li>Definition of Marketing<br />
  7. Online interactivity is now at the center of marketing<br />
  8. Marketing is a System<br /> Strategy before tactics<br /> Fill your marketing hourglass<br /> Publish educational content<br /> Create a total web presence <br /> Use a lead generation trio<br /> Make selling a system too<br /> Live by the calendar<br />
  9. "Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat” ~ Sun Tzu.<br />
  10. 1) Strategy before tactics<br /><ul><li> Narrow your focus
  11. Differentiate and dominate</li></li></ul><li>1a) Narrow your focus<br />
  12. What is ideal?<br /><ul><li>Values you
  13. Profitable
  14. Refers</li></li></ul><li>Ideal customer<br /><ul><li> Demographics
  15. Psychographics
  16. Geographics
  17. Behavior</li></li></ul><li>1b) Differentiate and dominate<br />
  18. Ask every customer<br /><ul><li> What made you decide to hire us?
  19. What’s one thing we do better?
  20. What could we do better?
  21. Would you refer us?
  22. What would you Google?</li></li></ul><li>Differentiate - Architect<br /><ul><li> What you do for a living “We help contractors get paid faster”
  23. Complimentary statement “Zoning adjustment compliance system”
  24. Positioning goal/statement #1 Design/Build Architect
  25. Core marketing message “The Contractors Architect”</li></li></ul><li>2) The Marketing HourglassTM<br />
  26. The Marketing Hourglass<br />© Duct Tape Marketing – all rights reserved<br />
  27. Filling the gaps – product and process questions<br />© Duct Tape Marketing – all rights reserved<br />
  28. The product/service mix strategy<br /><ul><li> What’s your lead capture value exchange?
  29. What is your free or trial offering?
  30. What is your starter offering?
  31. What is your “make it easy to switch” offering?
  32. What is your core offering?
  33. What are your add-ons to increase value?
  34. What is your “members only” offering?
  35. What are your strategic partner pairings?</li></li></ul><li>3) Publish educational content<br />
  36. The Content Blueprint<br /><ul><li> Body of work
  37. Strategy
  38. Major themes
  39. Editorial calendar
  40. Story building
  41. Mixed media</li></li></ul><li>Content that builds trust<br /><ul><li> Educational
  42. Social media
  43. Reviews
  44. Testimonials</li></li></ul><li>Content that educates<br /><ul><li> White papers
  45. Webinars
  46. FAQs
  47. Success stories
  48. Perfect Intro</li></li></ul><li>4) Create a total web presence <br />
  49. New research shows that 77% of US adults use the Internet as an information source when shopping locally for products and services. <br /> ~ Kelsey Group<br />Where are we?<br /><ul><li> 73% of online users read a blog
  50. 57% join social networks
  51. 45% have started a blog
  52. 83% have viewed a video online
  53. 39% subscribe to RSS feeds
  54. 36% think more positively about companies that have blogs</li></ul>Source: Universal McCann Wave3 research into social media<br />
  55. Pillars of a web presence<br /><ul><li> Listen first
  56. Optimize your web content
  57. Claim real estate
  58. Optimize brand assets
  59. Ratings and reviews
  60. Social media participation</li></li></ul><li>Hub and Spokesocial media in business<br />
  61. 5) Inbound lead generation trio<br />
  62. Inbound lead generation<br /><ul><li> Advertising
  63. Public relations
  64. Referral systems</li></li></ul><li>Advertising<br /><ul><li> Narrowly targeted
  65. 2-step – direct response
  66. Accountable
  67. Awareness for content</li></li></ul><li>Public Relations<br /><ul><li> It’s about relationships
  68. Pitch, don’t release
  69. Monthly touch
  70. Use online press releases</li></li></ul><li>Referrals<br /><ul><li> Be more referable
  71. Target
  72. Educate
  73. Offers
  74. Follow-up</li></li></ul><li>6) Selling is a system too<br />
  75. Lead Conversion<br /><ul><li> Discovery – Next step
  76. Presentation – Seminar
  77. Nurturing – Sales cycle
  78. Monthly touches
  79. Transaction – Same experience</li></li></ul><li>7) Live by the calendar <br />
  80. Live by the calendar<br /><ul><li> Monthly themes
  81. Weekly actions
  82. Daily appointments
  83. Make it a game</li></li></ul><li>My gift to you - $250<br /><ul><li> Web site evaluation
  84. Guided survey of marketing
  85. 30 minute Consulting session
  86. Action steps and tips
  87. ducttape.me/sbwspecial</li>

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