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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. &quot;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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