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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
  • 2. My gift to you - $250
    • Web site evaluation
    • 3. Guided survey of marketing
    • 4. 30 minute Consulting session
    • 5. Action steps and tips
    • 6. ducttape.me/sbwspecial
  • Definition of Marketing
  • 7. Online interactivity is now at the center of marketing
  • 8. 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
  • 9. "Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat” ~ Sun Tzu.
  • 10. 1) Strategy before tactics
    • Narrow your focus
    • 11. Differentiate and dominate
  • 1a) Narrow your focus
  • 12. What is ideal?
  • Ideal customer
  • 1b) Differentiate and dominate
  • 18. Ask every customer
    • 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?
  • Differentiate - Architect
    • 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”
  • 2) The Marketing HourglassTM
  • 26. The Marketing Hourglass
    © Duct Tape Marketing – all rights reserved
  • 27. Filling the gaps – product and process questions
    © Duct Tape Marketing – all rights reserved
  • 28. The product/service mix strategy
    • 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?
  • 3) Publish educational content
  • 36. The Content Blueprint
  • Content that builds trust
  • Content that educates
  • 4) Create a total web presence
  • 49. 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
    • 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
    Source: Universal McCann Wave3 research into social media
  • 55. Pillars of a web presence
    • Listen first
    • 56. Optimize your web content
    • 57. Claim real estate
    • 58. Optimize brand assets
    • 59. Ratings and reviews
    • 60. Social media participation
  • Hub and Spokesocial media in business
  • 61. 5) Inbound lead generation trio
  • 62. Inbound lead generation
    • Advertising
    • 63. Public relations
    • 64. Referral systems
  • Advertising
    • Narrowly targeted
    • 65. 2-step – direct response
    • 66. Accountable
    • 67. Awareness for content
  • Public Relations
    • It’s about relationships
    • 68. Pitch, don’t release
    • 69. Monthly touch
    • 70. Use online press releases
  • Referrals
  • 6) Selling is a system too
  • 75. Lead Conversion
    • Discovery – Next step
    • 76. Presentation – Seminar
    • 77. Nurturing – Sales cycle
    • 78. Monthly touches
    • 79. Transaction – Same experience
  • 7) Live by the calendar
  • 80. Live by the calendar
    • Monthly themes
    • 81. Weekly actions
    • 82. Daily appointments
    • 83. Make it a game
  • My gift to you - $250
    • Web site evaluation
    • 84. Guided survey of marketing
    • 85. 30 minute Consulting session
    • 86. Action steps and tips
    • 87. ducttape.me/sbwspecial