Asm cexpanded7steps
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
921
On Slideshare
921
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
24
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. 7 Steps to Marketing SuccessHow to create a marketing system
  • 2. Housekeeping • Audit – ducttape.me/asmcbc • Slides -
  • 3. Definition of Marketing Know Like Trust
  • 4. Marketing is a System 1. Strategy before tactics 2. Fill your marketing hourglass 3. Publish educational content 4. Create a total online presence 5. Use a lead generation trio 6. Make selling a system too 7. Live by the calendar
  • 5. Strategy before tactics • Identify your ideal client • Choose a value proposition • Define a core difference • Connect the dots
  • 6. Profit Referrals
  • 7. Customer driven strategy • Why did you buy? • Why do you stay? • What’s one thing you loved? • What frustrates you? • What would you Google? • Who else do you refer?
  • 8. Build your MarketingHourglass
  • 9. The funnel is broken“When it comes to lead and referral generation, a happy customer is the best tool.”
  • 10. The Marketing HourglassTM Know • Who and how, ads, referrals, networking Like • Website, blog content, social media, Trust • SEO, webinars, marketing materials, white papers Try • Workshops, evaluations, demo, DIY training, starter Buy • Service team, new customer kit Repeat • Post project review, cross selling, customer events Refer • Champion events, partner intros, peer2peer © Duct Tape Marketing – all rights reserved
  • 11. The Marketing HourglassTM Know •Who and how •Ads •Referrals Like •Web site/blog •Reception •Newsletter Trust •Search •Expert content •Sales presentation •Webinar Try •Evaluation •Nurturing Buy •Service team •New customer kit •Finance/delivery Repeat •Post project survey •Cross selling •Quarterly events Refer •Results reviews •Partner intros •Peer2peer events © Duct Tape Marketing – all rights reserved
  • 12. PublishEducational Content
  • 13. The publishing model • Body of work • Major themes (keywords) • Editorial calendar • Story building • Mixed media
  • 14. Content that builds trust • How to content • Reviews • Testimonials • Articles
  • 15. Content that educates • eBooks • Newsletter • Workshops • Demonstrations • FAQs • Survey data
  • 16. Customer generated content • Automatic referrals and reviews • Testimonials – AudioAcrobat • Video success stories • Video testimonial party
  • 17. Other people’s content • Custom RSS feeds • Republish, Share, RT • Curate • Storify
  • 18. Total OnlinePresence
  • 19. Pillars of a total online presence • Content Platform • Organic SEO • Email Marketing • Social Media Marketing • Online Advertising • Mobile and Location • Analytics and Conversion
  • 20. Listening station tools Google Alerts Google Reader Search.twitter Social CRM Twitter lists
  • 21. Optimize online content • Ask your customers • Google Keywords • Wordtracker • Blog religiously • Think local content • Chapters • Get links! • Use social
  • 22. Nobodywants toread your blog
  • 23. The right links • Write a blog • Blog comments • Guest post • Social bookmarking • Social PR • Social networks • Social profiles • Article directories
  • 24. Capture and segment visits • Trade value for emails • Use email service • Constant Contact • Aweber • Vertical Response • emfluence • Pippity/Wufoo • Survey funnel • Get Smart Content
  • 25. Claim real estate • Social profiles • Facebook • Google+ • LinkedIn • Twitter • Knowem • Be Sharable • Optimize brand assets • YouTube • Slideshare • Flickr/Picasa
  • 26. Integrate landing pages • Every goal gets a page • Drive advertising • Drive social • Premise • Unbounce
  • 27. Play ratings and reviews• Google+ Local• Yahoo Local• Bing Local• Yelp• CitySearch• InsiderPages
  • 28. Google Shopping• Product ads• Price shopping• Local intent• Google Merchant
  • 29. Offline calls to action• Free workshop• Click to call/chat• Schedule now• Contest• Directions
  • 30. Click to call/chat• Pricing/quote – Liveperson – BoldChat – Olark• Directions• Inventory• Availability• Hotline help
  • 31. O2O advertising• Google Adwords• Google Express• Facebook targeting• Landing pages
  • 32. Twitter best practices • Think objectives • List your customers • Follow (twellow.com) • Use search and aggregate • Use 3rd party tool – tweetdeck
  • 33. Facebook best practices • Build fan page • Make personal public subscribers • Promote with “Like” button • Focus on the Wall with content • Use images for status updates • Add “Like” plugin to your site • Buy ads to promote content
  • 34. LinkedIn best practices • Profile – links, keywords, descriptive • Connect through groups • Comment and share in groups • Mine for leads – premium acct. • Questions and Answers
  • 35. Google+ Best Practices • Build a full profile • Claim your place page • Promote with “+1” button • Focus on small Circles • Use images and videos • Comment with +name • Hangout with customers
  • 36. LeadGeneration Trio
  • 37. Lead generation • Advertising • Public relations • Referral systems
  • 38. Advertising • Control • Narrowly targeted • 2-step – direct response • Accountable • Awareness for content
  • 39. Image ad vs. direct response
  • 40. Public Relations • It’s about relationships • Use alerts • Monthly touch • Use online press releases
  • 41. PR Tools • Google Alerts • HARO • PRWeb • Twitter Lists
  • 42. Referrals• Champions• Education• Offers• Tools• Community
  • 43. Educate – the perfect intro• How you can spot our ideal client• How to present our core message• List of trigger statements• Our referral offer• Our marketing process
  • 44. Partner community• Frame of mind• Identify• Recruit• Activate• Platform
  • 45. Intro in reverse• Letter of introduction• Perfect introduction• Blank introduction
  • 46. Partner program• Recruit and introduce• Conduct video interview• Create content opp• Acquire special offers• Make referrals• Rate and review• Create events• “Little Black Book”
  • 47. LeadConversionis a system
  • 48. Lead Conversion • Discovery – Next step • Presentation – Seminar • Nurturing – Sales cycle • Monthly touches • Transaction – Same experience
  • 49. New Customer Orientation • Who you need to know • What we need to know • What to do next
  • 50. Live by theCalendar
  • 51. Live by the calendar • Monthly themes • Weekly actions • Daily appointments • Make it a game
  • 52. The UltimateMarketingSystem Online ducttapemarketing.com 54