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